A while back I wrote a short post about the CMO/CIO divide and in it, I talked about how we haven’t done a usability since our website was re-designed back in 2015 and that our Marketing Division was torn between usability testing and focus groups. Professor Mandviwalla suggested using the same subjects and doing both, which I thought was great advice. Although my experience in class this semester has been enough to convert me into a usability supporter, I knew that wasn’t going to be enough. Since our team wasn’t in agreement on this matter, I knew that I would have to do some additional research to convince them.
I came across the UX Planet website and found a blog post titled, Why you Need User Testing (And How to Convince Others to Feel the Same). Eureka! This is just what I needed. The beginning of the article touched on the two biggest objections I knew I would face. “We just don’t have the time or money to invest in this right now”. From our reading of Krug’s Don’t Make me Think Revisited: A Common Sense Approach to Web and Mobile Usability, I knew that cost could be minimal. Like the article suggests, you don’t need a dedicated UX professional to do a usability test, but you do need time. My argument would need to prove that the outcome of the usability test would outweigh the cost of our time. The reasons stated would be a great place for me to start:
- User testing saves time- In our case, this is definitely the case. I know from being in close proximity to some our our front-line staff, that we get a significant number of questions from individuals who can’t find things on our site. Through usability testing, we could identify some of the areas where individuals are getting “lost” and address them. This in turn would enable our front line team to spend less time helping confused people locate information on the website and more time converting them.
- User testing saves money- For us, we spend a lot of money to get leads to our website. To have them land on the site and become frustrated or unable to locate information is just a waste of money. User testing could help us better understand how new leads are interacting with our site.
- User-centered design improves customer satisfaction- This is a no-brainer! Today’s consumers are saavy. If the site isn’t designed with the user in mind, they aren’t going to waste their time learning about our product, especially when there are dozens of other sites that they can visit.
Finally, the article concluded with stats from various case studies shared on usertesting.com. When all else fails, having specific examples of proven success should help make my case. In addition to the examples provided in the article, the site had several other good ones.
Weber, Jonathan, Why you Need User Testing (And How to Convince Others to Feel the Same), UXPlanet.org, https://uxplanet.org/the-case-for-user-testing-87d82da3c19c
Usertesting.com/resources/case-studies, accessed July 22, 2018
Imgflip.com, accessed July 22, 2018