In practice, we often come across the view that only large companies with substantial budgets can afford user research – such as banks or car manufacturers. That the key to valuable data lies in cutting-edge audio-visual technology, modern research methods and the expertise of expensive agencies.
Wrong! At AITOM, we know that even very small clients can afford high-quality user testing. All we need are three simple things (almost like in a fairy tale):
- Common sense
- 6 carefully selected respondents. In our experience, this is the number that reveals 80% of problems on a website.
- An experienced UX designer with a computer
We have repeatedly verified, across websites of various sizes and with clients on different budgets, that 6 well-selected people are reliably capable of finding and describing everything on the website that is worth changing or improving. Every additional respondent usually brings extra costs, but only marginal added value.
Why make it complicated when it can be simple
What do we mean when we talk about common sense?
At AITOM, our primary focus is always on aligning the project with its objective. This means we never dive into a project without having data from an in-depth analysis at our disposal. Why? Where? For whom? How? Our initial study focuses on these questions, the first step towards the success of every project we undertake.
If we also incorporate user testing into the initial study, this means an even more direct and effective path for the client. Who else but the target user can know the real answers to the questions:
- What situation are they in when they are looking for our product or service?
- What factors influence their decision before they place an order?
- Do they understand our product or service well?
- If we already have a website, how does the user navigate it? Why do they leave?
Then all we need to do is listen carefully and write down (or record) the answers. Well-processed data from real users then becomes a real treasure trove for further decision-making. It allows us to fix errors on the website before the client loses a single enquiry because of them. Thanks to testing, we stop relying on assumptions and feelings, and instead have valuable information about actual user behaviour at our fingertips. We then turn this into concrete steps that lead to real enquiries, brand building, or perhaps attracting new donors for a non-profit project.
Read how we carried out and evaluated user testing of the Atrium.cz website (https://www.aitom.cz/pripadova-studie-atrium)
If it’s so good, why do so few people do it?
At AITOM, we simply take a down-to-earth and practical approach. We look for a cost-effective yet efficient way to get inside users’ heads. We consider user testing to be a brilliant tool that perfectly fits the description of ‘great value for money’. Thanks to our extensive experience, we are quick to carry out user testing, and through effective data analysis, we can multiply the return on the client’s investment in their website.
Testing pays off not only at the start of a project as part of an initial study. The right time is also during the project itself. Whether it’s developing a new website from scratch or modifying an existing one. Even the initial ideas or wireframes are worth testing. The more often we test, the more dead ends we help the client avoid.
All you need to do is step out of the office, find the right people and listen to them. Our know-how and careful data analysis will do the rest.
And one final piece of advice – if you care about your website, you should carry out user testing on it once every two years. Don’t have the time? Leave it to us!
Would you like to discuss user testing for your website with us? Let us know!