This short article was originally published in Quirks Magazine, March 2013. Many people who are unfamiliar with this method have told me that this is the clearest description of usability testing and its benefits that they’ve seen.
Usability testing is a vital part of the process of developing and introducing a new product or service. After all, you can create the greatest widget in the world but if no one can figure out how to use it, or if using it leads to anger and frustration rather than a sense of elation, you’ve not only wasted your organization’s precious time and resources, you’ve also alienated your customer base. While many marketers and researchers recognize the value of usability testing, I’ve found that there are a few knowledge gaps that require filling. READ THE ARTICLE