It’s an unfortunate truth that even when businesses can see the value in the User Experience process, they are scared off by the perceived time and money investment. However, there are clever ways to reduce your financial and time-related costs.
You need to measure the success of previous designs through testing but you also need the qualitative research to inform your future design. So why not do both concurrently?
The Value of Usability Testing
Watching users try to accomplish tasks on your site is the most effective and efficient way to uncover usability problems. From there you can be assured that any redesigns are actually solving problems.
The Value of Research
Knowing your users before you design for them is essential for optimising their experience and achieving your product goals.
There is immense value in observing, inquiring and interviewing with users. Qualitative research tells us how users interact with products, their real problems and can reveal practical insights for design opportunities.
Usability testing and qualitative research in combination
All projects benefit from multiple research methods and from combining insights.
When usability testing results are paired with qualitative research data from the same user, behavioural and attitudinal data can be analysed in tandem to inform insightful design recommendations. This will ultimately improve the product experience in a more comprehensive way.
This is not some big, expensive methodology
Ideally, all products or services should undergo research, design and measurement prior to build or launch. But doing any one of these, in any order, yields huge benefits to the product. By doing them together you can get rapid results that will ensure successful designs.