“There’s a difference between making a simple product and making a product simple”. The accuracy and relevancy of this statement go beyond borders and is timeless. As a website developer or a product manager, the biggest business aim is to make users stay n the website and keep coming back. For such cases, it’s the age-old User Testing that comes into the picture.
Simply put, User Testing is a process of getting end-users to test and evaluate the product or a prototype. The participants experience and evaluate the product thoroughly in order to identify pain points and features that stood out, in order to make an informed decision regarding the overall product and future user experience.
Traditionally, User Experience or User Testing was limited to recording and enhancing users’ experience with products or websites. However, this is 2022 and now that the wheels are in motion more than ever, User Testing has evolved from traditional methods such as surveys, A/B testing, focus groups, and beta testing. We’ve now the tools to measure one’s facial expressions, gestures, eye tracking, tone of voice, first impressions, and even digital interaction to facilitate improved User Testing.
As per a study, more than 46% of users leave a website immediately if the messaging and tone of the website are unclear to them. Now, the question of ‘how’ to combat this challenge may arise in your mind. So, to help you with it, we’ve compiled three of the most innovative ways to embrace the new era of User Testing. Read on!
Know Beyond The Obvious With Facial Expressions
Say you open a new website, it opens fairly swiftly and you slowly start to scan it. Within a few seconds, your mind may shift to looking for what you came for and cut to the next few minutes; if you don’t find what you came for, you leave the website. Of course, the factor of non-availability comes into the picture, but have you ever thought about what kind of impact your website design is leaving on users’ minds?
Welcome facial expression detector! Think of this new technology as software to analyze users’ facial expressions whether they’re sad or happy, or scared or disgusted.
Out of the wide range of human emotions, studies suggest that emotions such as frustration or enjoyment are crucial to capture using facial recognition software for testing websites. Advanced facial recognition software also focuses on non-verbal behaviors such as hand gestures, eye gaze direction, user head orientation, etc to help companies obtain qualitative feedback on the website or a product and how users’ feelings and emotions are during the test session.
One of the major benefits of leveraging facial recognition software is that the tool is the least intrusive biophysical measure of emotion. It is cheap compared to other software and provides results in little to no time.
Understand The Importance Of Tone Of Voice
The brand tone is an important pillar while building a brand that leaves an impression on the user’s mind. A consistent brand tone applies to every channel and all the touchpoints. A website or product’s tone of voice communicates how and what an organization is trying to communicate, subtly. After rigorous studies, UI and UX researchers have come up with four dimensions where content and tone can be analyzed – (a) Humour, (b) Familiarity, (c) Respectfulness, and (d) Enthusiasm.
Starting from making a list of literary list of words and tones to be used in the website to clustering important words and removing repeating ones are go-to techniques to unify brand tone.
A unified tone of voice reflects the brand’s personality, goals, values, and areas of expertise and helps businesses to connect with the right audience. Here’s a glimpse of how the tone of voice can be measured and improved –
Is the audience supposed to know the tone from the first glance or wait and see what’s between the lines? What if the audience finds the said content to be offensive? These are the questions that get answered while checking the humour factor.
The familiarity test refers to evaluating the tone between formal and casual tones. Is the content formal enough? Is the product logo too casual for the targetted audience? Remember, casual and informal aren’t similar, the difference must reflect in the tone.
A brand, in an attempt to differentiate itself from its competitors, uses irreverent tones about the subject matter. Sometimes they work, sometimes they don’t. So, it’s of utmost importance to understand that they aren’t usually intentionally provocative.
The last category talks about the tone being either enthusiastic or straight matter-of-fact. Checking the content and tone by understanding whether it’s a fluff or a factual piece of information and preventing ways it can be misused or misrepresented.
First Impressions? Yes, They Matter The Most
One of the hardest pills to swallow while testing a product or a website is that nobody really ‘reads’ the website, people just scan through it. Hence, the initial few moments of any interaction between the user and the product become extremely relevant and need the most amount of work to be put in, in order to expect influential outcomes of user opinions and decisions.
Studies show it only takes 2.6 seconds for a user’s eyes to land on the area of a website that most influences their first impression.
While it may sound like an impossible task to gauge user attention in such a short span of time, it’s actually quite methodical and easy with the ‘5-second Test For Apps’. This test involves a user-centric design that aims to make the user feel like the center of attention by focusing on colour, typography, and images used on the webpage or on a product feature. Aim towards making website content copies easy to scan and use visuals as much as possible, to help the user break monotony and attract their eyes. Leverage hard-to-miss headlines and colours that soothe a user’s busy mind, and not clutter it further.
One might think they’ve addressed every flaw in their product design, but until they don’t get user feedback, they mightn’t know how people really use and perceive the creation. Worry not, as TBot and User Testing’s collaboration is here to help you with the aim to transform your app’s bugs and flaws into a more user-friendly and user-centric app for the utmost customer satisfaction.