In the last 25 years, business websites have evolved into powerful interactive hubs where users go for far more than brochureware. And as COVID-19 has shown, they are also now the front doors to organizations. Along with social media, they are often the first or only means of interaction people have with a business so, your website's experience better be on point. If it's not, the good news is it's never been easier to learn what it takes to build a good experience for your users. I recently completed a UX research project on ctwoodlands.org, the website for the member-based conservation nonprofit Connecticut Forest and Park Association. Check it out to see one approach for quickly getting the insights and direction you need for a successful redesign.
Usability is the measure of how well a person can use a product to achieve an intended goal. In a previous post, I talked about how usability testing should be a key part of any iterative design process, preferably being implemented as early as possible to identify design problems. But usability testing is also an important tool to evaluate existing products before you ever sit down at the drawing board to devise a change or new design.
How do you test something that doesn’t exist? The obvious answer is to build it. But what if it’s difficult, time-consuming, and/or expensive to build? You don’t want to risk wasting resources on an untested idea. A common approach that user experience designers (UX) use in such situations is Wizard of Oz studies.
Redesigning a website is usually about making its experience better. But change doesn’t guarantee better, just different. This is why user experience (UX) designers focus so much on user research. The more you know about user needs, as well as business and other requirements, the more you can eliminate some of that uncertainty about the impact of a new design. However, you will never know for sure how a design choice will perform until it's used with real users in real life. This is a nerve-wracking reality. A UX designer nor most project stakeholders are comfortable taking the risk of just changing something and seeing how it goes. Enter A/B testing.
If you’re familiar with user experience (UX) design, then you understand the benefit of user research. It helps you empathize with users, evaluate usability, and determine the user requirements of a project (Baxter, Courage, & Caine, 2015). But what if I told you user research can have another application that can be just as vital to the outcome of a project as user empathy?