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James is a problem-solver who fuses cognitive science techniques with interaction design to make products people love.
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Myths. Tall tales. Misconceptions. These are things we hear and believe but aren’t necessarily true. In nearly every field, including UX design, myths can change the perception of those that practice as well as those that benefit from the practice.
For example, a common UX myth that pervades design projects is, “We came from this industry, so we know what the user wants.” As it turns out, this is rarely true, and we find that it’s a good idea to challenge this statement for the greater good of the end user and a higher chance of success.
As UX designers, we aim to create better user experiences through rigorous and methodical design processes. Due to common misconceptions, it can often be challenging to convince clients of the value these processes can bring. Addressing these myths will help UX designers overcome roadblocks in the design process.
Prototypes are essential design assets that contribute to rapid feedback, user insights, and a more efficient design process. They can, unfortunately, be a hard sell due to several UX myths.
Throughout the design process, UX designers might create rapid prototypes when they have clearly defined objectives and some existing data on which to base task flows. This can result in prototypes with as little as three screens:
Here are a few design tools that facilitate a rapid prototyping process:
The term prototype is often falsely associated with a costly design endeavor that can take months to build. However, prototypes are generally used to validate product usability and cost far less than making changes to final designs.
If the particular product does not have a final design approved, prototypes can still be developed using well-established design systems like Material Design, Atomic Design, and Bootstrap. The prototypes aren’t the final design; they are an essential artifact that informs and reduces the chance of final design “failure.”
A popular UX myth is that it only takes five users to uncover 85% of usability issues. This is rarely true in the field. In the article titled, “Testing web sites: five users is nowhere near enough,” Jared Spool and his team had this to say, “Our findings differ sharply from rules-of-thumb derived from earlier work by Virzi and Nielsen commonly viewed as ‘industry standards.’ We found that the four sites we studied would need considerably more than five users to find 85% of the problems.”
Though this myth may be true in some cases, such as in lean/iterative design or for small startups getting rapid feedback, it is not the case for large-scale projects that will have significant resources and an appropriate budget dedicated to it.
So how many users does it take?
There are no rules for a specific project type needing a specified number of users to test with. It depends on the scope, budget, time, and design staff who are experienced in doing UX user testing.
User testing helps designers gain valuable insights into potential problems before products are finalized and released, saving time, money, and the risk of product failures.
Users know what they want; they just don’t know how to articulate it. It is the job of the researcher and designer to uncover these insights from user research without showing final designs. User testing is done to find out what works as well as what doesn’t work for the user.
A common practice is to build three or more prototypes and deploy user testing to get, not just knowledge of what works or doesn’t work, but a deeper sense of what the user really wants. When this is done in the spirit of innovation, everyone generally agrees that it makes good business sense.
Analytics isn’t user testing. It’s a set of data showing user activities that happened in the past, and while it can inform “what” users did, analytics cannot inform “why” they did it. The “why” comes from user testing and is a foundation of improved user experiences.
A good example is the Coke and Pepsi taste challenge. Analytics informs how much Coke or Pepsi has sold in a geographic area over the past year, while user testing blindfolds people in that same geographic area to find which soft drink they like best. Analytics tells us that Coke sold 30% more, but in the taste tests 75/100 people preferred the taste of Pepsi.
Hypotheses can then be tested to validate why people prefer the taste of Pepsi, while Coke sells more. It could be advertising, marketing, packaging, price, shelf placement, or brand reputation. Analytics cannot tell us why, but user testing can.
Quality assurance (QA) testing encompasses all of the activities that ensure a design team is providing the best possible usability experience and code for a product and/or product feature set.
QA is essential to the product design process, but it doesn’t use the same scientific methods or produce the same results as user testing.
Historical references (validated user stories, video clips of users interacting with the original problem, and prototypes showing how the feature is supposed to be built) of the feature-set being tested assist developers and QA engineers.
User testing can help validate QA assumptions, but it is not a replacement for QA testing.
There are some people who are naturally good at asking questions and observing behaviors; however, when it comes to performing formal user testing, it’s best to have trained, experienced professionals (UX designers) who can pick up on microexpressions and the smallest nuances in the users’ interactions with prototypes.
There is often a split-second action that happens during user testing, and these details can become vital to the success of the project. UX designers and UX researchers with experience will quickly pick up on these actions and document them.
If there were any other reason to have an experienced UX professional conduct user testing, it is because they have a keen ability to read body language, capture unbiased data, reset the test if needed, and get vital data if the prototype does not load or unforeseen situations occur.
UX deliverables (reports) are the result of all the work designers do during each phase of the design process. The value of these deliverables cannot be understated as they inform future improvements as well as provide a historical snapshot of the entire product design project. There are, however, a few myths which are common to UX deliverables.
As valuable as the reports might be, we all know that they are rarely read. Designers put a lot of work into the design process, and documentation is a large part of that work. The final UX deliverable should strike a balance between the scientific backbone of the research any aesthetic emphasis that has been woven in.
Some ideas to draw readers into the report are:
There is a misconception that internal UX deliverables and reports on user testing do not hold as much value as the same information delivered by outside consultants who charge large fees. There is also a belief that an outside consultant brings more value due to their specialization or niche in a specific industry.
Internal reports are free and provided by UX designers which tends to deflate their value-add in the minds of the executive team.
Here are some tips UX designers can implement to help “sell” the deliverables and their associated value:
This widely believed myth can be made manifest by creating a folder named “Reports” where they all go to die. UX deliverables are the result of a lot of hard work and serve as artifacts throughout all stages of the design process. They can include business and user insights, roadmaps, usability issues, and product marketing gold nuggets.
Instead of leaving deliverables abandoned in a folder to die, use these best practices to keep them alive:
UX myths, like any other misconception, have a tendency to turn an important and valuable process into a lot more work than it needs to be. As designers, we are continually working hard to prove the value of this process and its outcomes. Knowing the myths and their truths will go a long way to overcoming doubt, improving the user experience, boosting KPIs, and will help a lot of people involved with the project gain more trust in the process.
The purpose of user testing is to discover any potential problems with a product, website, or app. User testing also serves to increase empathy with users.
Prototyping is the process of creating an early release or model of a product, website, or app. It is used in design to get feedback and to iterate for further design modifications.
Prototyping is the act of creating draft or early versions of a product. It’s useful for designers to be able to test out product features without having to build an expensive and complete version of a product.
One disadvantage to prototyping is time. If a particular product needs to be done on a short timeline, then prototyping isn’t going to be advantageous as it will take time to both create the prototype, get feedback, and build the final product.
User testing is performed by first creating a prototype and then coming up with a test plan. Once a plan has been created, recruit target users and then perform testing while moderating and/or observing the test and documenting the results.
San Francisco, CA, United States
Member since May 31, 2018
James is a problem-solver who fuses cognitive science techniques with interaction design to make products people love.
PREVIOUSLY AT
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