User Testing vs Usability Testing

00:06:17
https://www.youtube.com/watch?v=r3j_dwMbLo0

Ringkasan

TLDRStartups face a daunting failure rate, with the majority collapsing due to misunderstandings of market needs and insufficient research. This video emphasizes the importance of User and Usability Testing as vital methodologies for understanding customer demands, ultimately leading to better product success. User Testing focuses on validating a product's market demand, while Usability Testing evaluates whether users can effectively navigate and use a design. The video details the structure of usability testing sessions, the roles involved, and how to recruit suitable participants. It also outlines the various forms of usability testing, including moderated, unmoderated, qualitative, and quantitative approaches, all aimed at enhancing product designs based on real user experiences.

Takeaways

  • 📊 90% of startups fail, majorly due to market demand misreading.
  • 💡 Understanding customer needs is crucial for design success.
  • 🕵️‍♂️ User Research helps validate product ideas with real users.
  • 🔍 Usability Testing helps identify user interaction issues.
  • 👥 At least 5 participants are ideal for effective testing.
  • 📅 Different testing types exist: moderated, unmoderated, qualitative, and quantitative.
  • 📱 Recruiting participants can be done via social media or user testing platforms.
  • ⚙️ A testing session involves a facilitator, tasks, and participants.

Garis waktu

  • 00:00:00 - 00:06:17

    Startups face a high failure rate, with 90% failing, particularly due to misreading market demand and lack of research. To enhance success rates, understanding customer needs is essential, achieved through market research and user testing. User and Usability Testing are key methodologies, often confused but distinct. User Testing focuses on validating product demand, while Usability Testing assesses user interactions with existing products. Usability Testing aims to identify design problems and user preferences, necessitating an iterative approach driven by real user feedback. A typical Usability Testing session involves a facilitator, specific tasks, and realistic participants. Recruiting the right participants can be challenging, especially for non-existent products. Various testing types exist, such as moderated/unmoderated and qualitative/quantitative methods, each serving the goal of validating designs against real-world use.

Peta Pikiran

Video Tanya Jawab

  • Why do startups fail?

    90% of startups fail, mainly due to misreading market demand.

  • What is User Research?

    User Research involves studying users to understand their needs and preferences.

  • What is Usability Testing?

    Usability Testing assesses if users can effectively use a product, identifying design issues.

  • How many participants are needed for usability testing?

    At least 5 participants are recommended to discover potential issues.

  • What are the types of Usability Testing?

    Types include moderated, unmoderated, qualitative, and quantitative studies.

  • How can I find participants for usability testing?

    Participants can be found through social media groups, user testing platforms, or by reaching out to existing customers.

  • What is the difference between User Testing and Usability Testing?

    User Testing focuses on validating demand for a product; Usability Testing assesses whether users can use the product.

  • Why is usability testing important?

    Usability testing helps identify and fix design problems early, increasing the chances of product success.

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Gulir Otomatis:
  • 00:00:00
    About 90% of all startups fail.
  • 00:00:02
    10% of them fail within the first year and 70% within the first 5 years of operations.
  • 00:00:09
    The number one reason why startups fail is due to misreading market demand (42%).
  • 00:00:14
    Second, after solvency issues, is the lack of research (20-30%).
  • 00:00:18
    You have to know what your customers want to drive your design decisions.
  • 00:00:23
    Too many new organizations go into the market thinking they have a great service or product
  • 00:00:28
    to offer, but they fail to realize that nobody wants that service or product.
  • 00:00:32
    Which brings us to the main topic of this video.
  • 00:00:35
    By researching your market and testing with real users, you will know exactly how to meet
  • 00:00:40
    your potential customers’ needs.
  • 00:00:42
    Increasing your or your company chances for success.
  • 00:00:46
    I have already explained what User Research is in one of my previous videos.
  • 00:00:51
    Today we will focus on two of its most important methodologies: User and Usability Testing.
  • 00:00:57
    The difference between usability and user testing is confusing to most people.
  • 00:01:01
    Some people describe user testing as the process of validating the demand for a product where
  • 00:01:06
    usability testing answers if end-users can or cannot do what they need to do on an existing
  • 00:01:12
    prototype.
  • 00:01:13
    There is another group which uses terms usability and user testing interchangeably.
  • 00:01:18
    I myself am leaning towards the first group.
  • 00:01:22
    Usability testing is a method of testing the functionality of a website, app, or other
  • 00:01:27
    digital product by observing real users as they attempt to complete tasks through it.
  • 00:01:32
    The users are usually observed by UX researchers, but most of the time that role would be assigned
  • 00:01:39
    to the person directly responsible for the design, AKA - you.
  • 00:01:43
    The goals of usability testing are different for each study, but they usually focus on
  • 00:01:48
    identifying problems in the design, uncovering opportunities or learning about the target
  • 00:01:55
    user’s behavior and preferences.
  • 00:01:57
    Despite what I told you about the necessity of research and validation, a couple of times
  • 00:02:01
    during my career I was met with a question “Why do we need to do usability testing?
  • 00:02:06
    Don’t you know how to design a great user interface?”
  • 00:02:09
    Well, even the best UX designers can’t design a perfect solution in their first go.
  • 00:02:14
    That's why we need an iterative design process that is driven by observations of real users'
  • 00:02:20
    interactions with our design.
  • 00:02:22
    The sooner any crucial issues are discovered the better are chances of that product's success.
  • 00:02:27
    Typical usability testing session consists of 3 elements: a facilitator, tasks to be
  • 00:02:32
    performed and participants.
  • 00:02:33
    There are of course many types of usability testing, but those 3 are its core elements.
  • 00:02:38
    The Facilitator interviews and administers tasks to the participants, observers and records
  • 00:02:45
    their actions.
  • 00:02:46
    Facilitator is also guiding testers through the entire process, helping them if they have
  • 00:02:51
    problems interacting with the product or service.
  • 00:02:54
    In unmoderated, remote studies most of those roles are handled by the service used to conduct
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    them.
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    Next element of usability testing is tasks.
  • 00:03:04
    Tasks are realistic scenarios of usage that users would need to perform while interacting
  • 00:03:10
    with our designs.
  • 00:03:12
    They can be very specific or very open-ended depending on the type of testing and your
  • 00:03:18
    goals.
  • 00:03:19
    When it comes to participants, they must be realistic users of the product or service
  • 00:03:23
    being studied.
  • 00:03:25
    Those may be real users that are using an existing product or service already or representatives
  • 00:03:30
    of that type of users in a case where the product or service doesn't yet exist.
  • 00:03:36
    Finding the right participants for your studies is often very challenging, because first you
  • 00:03:41
    need to find the right people and second you need to convince them somehow to share some
  • 00:03:45
    of their time with you.
  • 00:03:47
    If you are looking for testers that are already using your product, finding them is relatively
  • 00:03:52
    simple - because you have access to your customers' contact info.
  • 00:03:56
    You “just” need to reach them and offer them something, like a gift card.
  • 00:04:01
    But if you are looking for participants for a product or service that does not yet exist
  • 00:04:06
    the situation is different, because first you need to find your target group somehow.
  • 00:04:10
    Social media platforms like LinkedIn and Facebook can help you find proper targets through interest
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    groups.
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    Just look for groups that may host your ideal candidates and enroll them, then reach out
  • 00:04:22
    to individuals or post information there that you are looking for people for your studies.
  • 00:04:28
    There are also platforms like usertesting.com that do the heavy lifting for you because
  • 00:04:34
    they have hundreds or thousands of people in their database willing to participate,
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    but those services are generally very pricey.
  • 00:04:41
    You need to recruit at least 5 participants for your studies, that number of people will
  • 00:04:46
    allow you to discover most of the potential issues.
  • 00:04:49
    Now, there are 3 general types of studies, depending on the way you can conduct them.
  • 00:04:55
    Moderated and unmoderated, remote or in person, explorative or comparative.
  • 00:05:00
    A moderated testing session is administered in person or remotely by you or another researcher.
  • 00:05:07
    Remote usability tests are done over the internet.
  • 00:05:10
    Explorative tests are open-ended where participants are asked to give opinions, and express emotional
  • 00:05:17
    impressions.
  • 00:05:18
    Comparative research methods involve asking users to choose which of two solutions they
  • 00:05:23
    prefer.
  • 00:05:24
    We can also consider usability testing by another 2 general types: Qualitative and Quantitative
  • 00:05:29
    studies.
  • 00:05:30
    “Qualitative usability testing focuses on collecting insights, findings, and anecdotes
  • 00:05:35
    about how people use the product or service.”
  • 00:05:38
    “Quantitative usability testing focuses on collecting metrics that describe the user
  • 00:05:42
    experience.”
  • 00:05:43
    As you can see there is a lot of theory behind usability testing, what I want you to remember
  • 00:05:48
    is that no matter the definition and type of your study the underlying goal of it is
  • 00:05:53
    to validate your design against real world and act accordingly to your findings.
  • 00:05:58
    That's it for today, in the future videos I will cover in more details various techniques
  • 00:06:03
    of conducting usability testing.
  • 00:06:05
    One of which I have already covered here.
  • 00:06:07
    In the meantime you can also watch my other videos about UX and UI Design here.
Tags
  • startups
  • failure rate
  • market demand
  • user research
  • usability testing
  • user testing
  • UX design
  • product design
  • testing methodologies
  • customer feedback