[Sigia-l] User research not usability testing. Was RE: Finding and Choosing a Consultant

[Todd Zaki Warfel]

>> Usability testing can also uncover very useful information about  
>> the way users think about and use information, the naming  
>> conventions they use and understand, the way they use Web sites  
>> generally, and their conceptions and approaches concerning common  
>> tasks--none of which could easily be discovered through interviews  
>> or focus groups. There is a big difference between the way people  
>> think they will behave when confronted with a Web site and the way  
>> they actually do.

Usability testing, when done properly, answers the "Why?" questions.

You can use focus groups and surveys to find out what people like,  
dislike, and quite a few things about their perceived on-line and off- 
line behaviors. But putting them in touch with the product and  
observing their behaviors opens a whole new world to finding out why  
they do or don't like something (really), and what causes their  
failure or success.

It's not just about finding failures, it's about finding what works  
as well so you don't remove that when you revise the product/service.

Also, since we use a more exploratory model when we do testing, we've  
been able to find 3-4 (or more) new business opportunities for our  
clients each time. We discover things we didn't even know existed  
before and that generates concepts for new revenue streams.

Poor usability testing just has a moderator running participants  
through tasks. Good usability testing includes a combination of  
exploratory events and tasks that are framed around customer goals  
and business objectives. "Can they edit their credit card  
information?" "Can they find new products they want? What about  
products we want them to find?"

Additionally, we measure testing success based on time, effort, and  
satisfaction - both the participant and moderator use a sliding  
scale, which gives us a combination qualitative and quantitative  
measurement.

Cheers!

Todd Zaki Warfel
Partner, Design & Usability Specialist
Messagefirst | Designing Information. Beautifully.
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Contact Info
Voice:	(215) 825-7423
Email:	todd at messagefirst.com
AIM:	twarfel at mac.com
Blog:	http://toddwarfel.com
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In theory, theory and practice are the same.
In practice, they are not.