Designing marketing copy, graphics, webpages, ads, or email messaging involves a lot of careful maneuvering. You have to consider several factors, including user flow, voice, content structure, visual appeal—the list goes on. But the hardest part in designing marketing material or consumer products is figuring out whether the final creation hits its mark. This is where user validation testing comes in.
There are generally two paths when it comes to user validation testing. The quantitative approach deals with analytics such as A/B testing and metrics monitoring. The second approach is qualitative validation, which centers around validating UX assumptions through usability tests, user feedback, and heuristic evaluations. Both methods do complement each other, but for now, let’s talk about qualitative usability validation.
The goal of usability validation is to get a feel of a design from the user’s perspective. It’s a way to ensure that your content resonates with the audience and yields the desired results. Here are four essential things to remember when validating user experience:
There are several ways to test usability. Common methods include:
- Lab usability testing
- Remote usability testing
- Contextual inquiry
- Card sorting exercises
Each method has its merits and ideal use cases. The choice usually depends on the scope of the test or whichever approach is most easily accessible. But before settling on a testing method, consider its accuracy level and the kind of results you want to see. More importantly, be sure to use proper testing tools or services with a good reputation of dependability.
The test audience in any UX testing setup matters a great deal. Recruiting the relevant test sample is the backbone of any meaningful user experience validation. The test sample has to be the right size too. A tiny test sample will give you little data to work with, while a huge sample could be overwhelming.
Have a tester group that best represents your target audience. The closer the similarities between the test audience and target persona, the better—down to the demographics, shopping behavior, education, lifestyle, and personal preferences and experiences.
The test environment should not make the testers feel out of place, uncomfortable, or nervous in any way that would affect their judgment or self-expression. It’s best to have the testers work in their own natural environment during the test session. Remote usability testing scores some major points here. Instead of assembling a focus group in a lab, remote usability testing engages testers from the comfort of their natural environment (home, workplace, coffee shop, etc.).
Remember to stay out of the way of the research to avoid interfering with the results. To get unbiased validation, usability testing needs to be objective and transparent. That’s why it’s always best to hire an independent researcher to carry out the test on your behalf. When testing your own content or product, it’s possible to unintentionally manipulate the users, test subject, or the test procedures to get the results you’re hoping for.
Save yourself the hassle and time of UX testing with our easy-to-use, fast, and convenient user experience validation solution. Conduct message testing on your sales copy or product design and get all your questions answered by real people, and quickly too. Submit your content or design in three simple steps and get your results as soon as the next day. It’s that easy. Try Easy User Test today, and don’t hesitate to contact us if you have any questions.