You’re struggling to improve customer satisfaction. How can you use usability testing to get there?

1 Define your goals

Before you start testing, you need to define what you want to achieve and how you will measure it. What are the main pain points or challenges that your users face? What are the key tasks or scenarios that they need to complete? What are the desired outcomes or benefits that they expect? How will you measure customer satisfaction, such as using surveys, ratings, feedback, or retention? Having clear and specific goals will help you design your test plan and evaluate your results.

2 Choose your methods

When selecting a method for usability testing, you should consider your goals, resources and availability of users. Remote testing is done with online tools or platforms, and users can be located anywhere. This can be conducted synchronously, where you communicate with the users in real time, or asynchronously, where you collect their responses later. Lab testing is done in a controlled environment like a lab or studio, where you observe and interview the users. Field testing involves visiting users in their natural settings and provides a deeper understanding of their context and needs. All methods have advantages and disadvantages, so you should carefully weigh them to determine which one is best for your situation.

3 Recruit your participants

The quality of your usability testing depends largely on the quality of your participants. You want to recruit users who represent your target audience, who have relevant experience and expectations, and who are willing and able to provide honest and constructive feedback. You also want to recruit enough participants to get reliable and valid results, but not too many that you waste time and money. A general rule of thumb is to recruit 5 to 10 participants per user segment or persona.

There are different ways to recruit participants, such as using your existing customers, contacts, or networks, using online platforms or services that specialize in user research, or using referrals or incentives. Whatever method you use, make sure to screen your participants carefully and confirm their availability and consent.

4 Conduct your test

The last step is to conduct your usability testing according to your test plan. You need to prepare your test materials, such as your product or service, your tasks or scenarios, your questions or prompts, and your recording or note-taking tools. You also need to prepare your participants, such as by explaining the purpose and process of the test, obtaining their permission, and making them comfortable and relaxed.

During the test, you need to observe and listen to your participants carefully, without influencing or interrupting them. You need to ask open-ended and follow-up questions to elicit their thoughts and feelings. You need to record or document their actions, reactions, and feedback as accurately and objectively as possible.

After the test, you need to thank your participants and debrief them. You also need to analyze and synthesize your data, such as by identifying patterns, themes, or insights, and reporting your findings and recommendations.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?