Why do we have to test the real User Experience before launching an app on the market?

Posted on: September 10, 2019 by Fabio De Pasquale

Nowadays the global digital population is growing fast and the use of smartphones and electronic devices is generally widespread in our society.

People use a million applications and make judgements about their owners immediately and most mobile application users are medium-high level, advanced or very advanced.

Normally these types of users, once they have downloaded an app from Google Play or iTunes, only need three minutes to decide if the app downloaded is an app that guarantees a good experience or delete it if it does not meet the needs of its user.

This means that when we launch an app in the market, we only have one opportunity to convince users in just three minutes.

UX Testing

The only way to be successful is to test the app with real users before launching it on the market, currently this step is essential because if our applications are not usable, we will waste time and make our competitors happy.

Usability testing provides qualitative results, that analytics tools can’t provide.

The power of this qualitative technique is that it focuses on what the user does and not what the user says. It is a way to see how easy to use something is by testing it with real users.

Users are asked to complete tasks, typically while they are being observed by a researcher, to see where they encounter problems and experience confusion.

If more people encounter similar issues, recommendations will be made to overcome usability issues.

There are many types of UX Test:

  • Ease of use evaluation
  • Explorative
  • Comparative (A/B Testing)
  • Evolution Evaluation
  • Etc…

Interviews

The most important thing, after every usability test, is to interview users to get any kind of feedback, such as identifying issues and confusions, suggestions on how to solve problems, enhance the app's positive features and even bring new ideas that can be implemented in subsequent releases.

One of the main objectives of usability testing is also supporting external and internal teams, in order to improve the user experience of new apps or product releases.

Usability testing reduces the risk of building the wrong solutions and it saves money, time and other precious resources. It finds problems when they are still easy and cheap to fix.

Many companies are still in two minds about the actual need for continuous usability testing, however, hard facts in favour of the benefits convince more and more entrepreneurs to perform tests on a regular basis.

Conclusions

If we don’t overlook this area, we will see our business goals achieved much more easily and effectively.

As mentioned in this Forbes Article: “When compared to their peers, the top 10 companies leading in customer experience outperformed the S&P index with close to triple the returns. Forester Research shows that, on average, every dollar invested in UX brings 100 dollars in return.
That’s an ROI of a whopping 9,900 percent.

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About Fabio De Pasquale

UX Consultant, Worldline
Graduated in architecture EU in the University of Rome "La Sapienza", since 2007 I have specialized in web graphic design and since 2011 in the design of mobile applications. I joined Atos in 2015 as User Experience Consultant at Worldline Mobile Competence Center in Barcelona and where I’m also the UX & Design deputy team leader. My specializations are user research, accessibility and user experience definition for mobile applications, IoT, wearables, vocal assistant and chatbot. I’m part of Worldline and Atos expert network at global level. I have been also member of the Worldline Juniors' Group, an international, cross-functional network of talents.

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