Posted on July 27th, 2011 in
Guest Posts,
Software Testing Trends by Mike Brown
In the second installment of our Usability Testing series, Inge De Bleecker offers some valuable advice for getting to know your users. Enjoy!
There are many aspects involved in making a user-facing product successful; one of them is to know your user.
Companies developing a new user-facing product often aren’t sure who their target user is, or they attempt to target ‘everybody’. Companies think that by thinking of ‘everybody’ as their audience, the product will sell better, since there are more bodies to sell the product to.
When it comes to designing a solid product user experience however, ‘everybody’ is not a good target user. It is not feasible to design a product so that it is user-friendly, appealing, and easy to use for everyone. The result of such effort may very be a product that doesn’t appeal to anybody in particular; and this in turn may make the product unsuccessful.
Sometimes companies have a vague idea of their target user based on customer input, assumptions, or theoretical data. User research can be used to validate these vague ideas, and further define the details.
It’s always fun and engaging to do user research for a completely new product. Startups often have novel product ideas, yet knowledge about the end user is often based entirely on assumptions. The goal of user research is to identify any and all target users groups and learn about their behaviors and expectations so that the product functionality and design will be appealing to those users. On a number of occasions, I have found that user research has brought very interesting insights to the table. I’ll describe one example below.
A couple of years ago, a few smart people had an idea for an intelligent application that could help users with shopping. The application was thought to primarily be a voice-driven mobile client with a secondary web-based client.
We defined a number of assumed target user groups, and set out to do a round of interviews with people who fit those groups, as well as people who specifically didn’t fit those groups. We wanted to learn about their current behavior related to shopping, and wanted to see if they might be interested in using an application such as the one that was going to be developed.
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