Continuous Optimization and iterative testing for UI/UX – the new normal or the new essential?

Usability is the most pivotal metric in the current marketplace. Quantifying user experience and subsequent satisfaction offers substantial opportunities for optimisation. This article aims to outline the testing process, why more brands need to adopt it, with a particular emphasis on eye-tracking technology.

Usability testing is the planned study of a product’s, or application, user-friendliness and the extent to which it meets consumer needs. It is unique in that it enables insight into the black-box of consumer decision making. Individuals, myself included, often claim to know our reasoning behind a purchase decision, or user experience. Modern usability testing uncovers conscious and unconscious factors affecting usability.

Technological advancement has enabled insights firms, like InsightzClub, to generate dynamic strategies to further enhance overall user experience.

Upon determining the research objectives and samples, participants are instructed to install the tested app. The latter only authorised to access the camera with user verification. Collected data, like eye patterns and other metrics, facilitate automated software to generate relevant insights.

With respect to user experience and its considerable value to consumers, usability testing is essential in raising satisfaction. Consumers primarily engage with brands through smartphone applications instead of other brand offerings. In fact, nine in ten consumers spend leisure time on apps. Usability is widely considered to be an indispensable indicator of app success. Cost-wise, positive user experience can save as much as $100 for every $1 spent in ensuring usability through comprehensive testing. Negative experiences can impede acquiring loyal customers; unsurprisingly, negative experiences constitute the majority of unhappy users.

Direct implications of conducting targeted usability testing include revealing potential usability issues, gathering user interface preferences, understanding the consumer journey, and optimising the efficiency of relevant systems. InsightzClub’s methodology can assist brands in quantifying key performance indicators of usability to make agile data-driven decisions.

InsightzClub is a technology-driven market research start up. It has the capability to conduct comprehensive usability testing .