Carry out usability testing

Many organisations see usability testing as a luxury that they cannot afford. But it doesn’t need to be that way. In fact, it can help speed up delivery and reduce costs by delivering actionable insight.

Usability testing is the most critical action we can take when trying to improve customer or user experience and yet, it is being overlooked entirely by BMMI Shops. Some testing is better than no testing. Carrying out even basic testing will quickly demonstrate the value, and encourage further investment of time and energy. Testing around areas such as:

  • User behaviour
  • Barriers to conversion
  • Success rate (whether users can perform a specific task)
  • The time a task requires
  • The error rate
  • Users' subjective satisfaction

Understanding what to measure, how to measure it and what to do with the information gained is of course, incredibly important. The Interaction Design Foundation runs an online course in Conducting Usability Testing. At least one member of BMMI Shops' team should complete this course in order to develop a more professional grounding in the discipline. Following this, the same individual should be given the responsibility for carrying out continual usability testing, reporting findings, making recommendations for changes and carrying out these changes.

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