I conducted a usability test for Seller’s Market last week and a friend asked me about my method. The following post is a look at how I conduct usability tests for websites.
Why?
Usability testing is useful for determining three things: what captures users’ attention on your site, your website’s effectiveness, and your website’s usability. The first is important because you’ll want to learn what the user looks at on your site; you have a problem if your message isn’t being delivered immediately or your users never end up looking at your call-to-action. The second item, your website’s effectiveness, is important because if your message isn’t being quickly and efficiently conveyed to your users, they might leave the site with no memory of what you actually do for them. Third, it’s important to determine whether or not your website’s design and forms are easy to use—if users have a difficult time completing your call-to-action, then your website isn’t converting as many users as it could.
[I’ve mentioned call-to-action twice now; presumably, you want your users to do something (sign up, call you, buy something, etc.)—your call-to-action is whatever is asking/telling them what to do next. In the case of Seller’s Market, we want them to either call a broker or fill out our Get Started Now form.]
What to test and how to test it
Before you conduct your usability test, you’ll need to sit down and determine what you want to test and how you want to test it. For determining what captures a user’s attention, I suggest having them look at the page for about ten seconds and then asking them what they remember looking at and what they remember from the page. This should help you determine what captures their attention and whether or not you’re conveying your message quickly enough.
I also suggest testing your website’s effectiveness by giving them a few minutes to use your site. A user should have a good idea about what your business offers them within the first ten seconds of using your site, but giving them a few minutes to soak up the rest of the information will allow you to determine whether or not the rest of the text properly conveys what you what them to understand.
To test your call-to-action(s), you can ask your user about where they would go if they wanted to take advantage of what your business offers. Additionally, be sure to actually go through the pages that your user would use; have them fill out your contact form or have them sign up and start using the website. It’s really important to determine whether or not your website is actually usable, so this is where you should probably spend most of your time.
Getting yourself and your user ready for the test
Now that you’ve determined what you should test, I highly recommend writing down a full script of what you’ll say to your user. This helps you repeat tests in the future and phrase your questions appropriately—if you ask leading questions during the usability test, it’s probable that your user will hear the words you’re using and look for them on the site. For example, Seller’s Market has a listing search feature called Search Actives; it’d be leading to ask a user to search for active listings, but asking them to “find properties for purchase” will make them think on their own once they don’t see a “Properties for Purchase” link.
I suggest keeping the user in as familiar of an environment as possible—if you can conduct the test in their home, or at least on their computer, you’ll keep them more comfortable. While I’ve never had an issue with a user testing on a computer that wasn’t theirs, it does make the situation a little bit more stressful.
I do recommend staying side-by-side with your user and recording audio of the entire usability test. If you can record the screen, fantastic (it’s great for reference), but it’d recommend against recording video of the user’s face while testing (recording from behind is probably okay, although I can’t say I’ve ever done this). It’s okay to have another person in the room during the test, but be sure to explain to them that they’re only there for observation.
I’ve used the word “test” throughout this post, but it’s very important to convey to your user that it is not a test of their ability or comprehension, but a test of the website‘s effectiveness and usability. Every user I’ve had has felt a bit pressured because it feels like the test is testing them, so do as much as possible to make the user comfortable.
Before you start the test, you’ll want to ask the user to speak their thoughts. You’ll need to prompt them to do this throughout the test (since most of us don’t constantly talk about what we’re reading or doing when we’re using websites), but it’s helpful to know more about their thought process.
Test time
Hurray! You’ve written your script, have a user that’s in your website’s target demographic, and have everything setup for a smooth usability test. Hopefully everything will be perfect and the user won’t run into any issues, but when they do, you’ll want to be prepared.
First, if they ever run into an issue that is not their fault, immediately intervene and help them out; I’ve conducted usability tests early enough in the testing process that bugs have cropped up—simply tell your user that it’s not their fault and walk them through whatever is necessary to get around the bug. The only other time to step in is when they become visible/audible frustrated and are unable to complete a task; you’ll want to show them what you were expecting them to do and phrase it like that (e.g. “we were expecting you to do this, but obviously we didn’t think that over well enough”).
Otherwise, you’ll want to stay as hands-off as is possible. This includes when they ask you questions about what happens if they were to do a certain action (e.g. “what would happen if I clicked this link?”); when users ask questions, I recommend giving them as much of a non-answer as possible (e.g. “you’re free to click on that link to find out”).
Your user might suggest things as well, especially if they don’t think something makes sense. While it’s great to hear what they would have done, you’ll probably need to stay as non-committal as possible and simply say that “that’s something [we’ll] definitely consider.”
I don’t encourage you to mislead people, but when they suggest features or say how things are, don’t bother disagreeing or stating how things are in reality. I still haven’t figured out how to smoothly deal with this: just saying “okay” can leave a bit of a bad taste.
Above all, you’ll need to continually give your user positive encouragement, even when they don’t complete a task or give a wrong answer. Telling them that they’re doing something “totally wrong” is really inappropriate feedback, even if they are doing something “totally wrong.” Likewise, the use of sarcasm is typically inappropriate, especially if you’re not close friends with your user.
The results
Before concluding the usability test, you might want to tell them that the testing is over and ask for any other comments they might have. Also, I suggest providing them a little bit of feedback regarding what you learned from the test; users can find it satisfying to complete a usability test and be of assistance.
After the test, I always go back through the audio I recorded during the test and write up as many notes as possible about the test. I write my notes after the test for two reasons: first, I want to be focused on what the user is doing while they’re sitting in front of me; second, you’ll probably pick up on things you didn’t catch during the test.
After conducting a few usability tests, you’ll have a good feel for the kinds of questions you should ask and how to handle users throughout the test. I’m hoping that this gives you a good foundation for your first usability test!