Usability Testing: How to Check if Your Mobile App is Intuitive?

I recently saw a suede coat in a shop window that caught my eye. I didn’t have much time then, so I decided to buy it online later. The plan was simple—I just had to download the app, place an order, and wait for the delivery. However, life is full of surprises, and this time, the problems started right when I first opened the app. The main screen was full of small, colorful squares, each representing a different product category. There were even animated pop-ups informing about promotions. It wasn’t any better on the subsequent pages. Chaos was the main theme of this app. No wonder I ended up buying a similar coat from another store. It wouldn’t have happened if it weren’t for the confusion I felt while browsing the app. It could have been avoided if usability tests had been conducted beforehand to check how users interact with the app. If you want your mobile app to be intuitive and allow users to achieve their goals quickly, maybe usability testing should be on your to-do list. Usability testing of mobile apps–what is it and why conduct it? What exactly is usability testing of mobile apps? It involves participants who represent the target audience, performing actions within the app. This way, you can check if it is intuitive for users and if they can easily accomplish various tasks. Such UX tests also verify whether the terminology in the app is understandable to users and whether the hierarchy of elements allows them to find specific sections or products quickly. Additionally, we learn what emotions accompany respondents when they use the app. If frustration or confusion appears at any point, it is a signal that some interface elements require changes. Usability testing is a form of qualitative research that allows us to understand why users take specific actions. This, in turn, enables the development of solutions tailored to their expectations. Three reasons to conduct usability testing Tests with users offer many benefits, but I want to draw your attention to three of them. Better UX and more conversions The UX designer finished the app project, and the mobile app development process is about to start? Before it does, conduct usability testing. This way, you will find out which UI elements still need refinement, even if the interface seems intuitive to you. It’s possible because you gain the user’s perspective. Such a person is unfamiliar with the assumptions of your project and doesn’t know why the interface has a specific look, but they have their own expectations instead. By analyzing their reactions and how they perform tasks in the app, you can learn what changes are needed to provide better experiences and make it easier for users to achieve their goals. Example Let’s assume you are building the mCommerce app. Based on testing, you can determine, for example, which elements of the shopping path need simplification. It should translate into a decrease in cart abandonment and an increase in sales. Reduced risk Using your app must be simple and intuitive for the average user. Original features or high-quality products are of secondary importance – you won’t sell anything if the user doesn’t know how to place an order or finds it too complicated. Testing on a prototype minimizes this risk because it allows you to solve usability problems early in the project. As a result, you can refine the UX/UI design before the app is released. In this way, you increase the chances that discovering various features or offered products will be easier. Saving time and resources We conduct usability tests on a prototype at the beginning of the project, even before programming begins. Thanks to this, software developers can rely on a refined UI design. There will be no need to remove elements that would later turn out to be unnecessary or unintuitive. The time spent creating them would be wasted, and this involves unnecessary costs. Properly conducted usability testing allows you to focus on solutions that bring value to users, are understandable to them, and don’t lead to confusion or frustration. The result? A shorter project duration, a faster app launch, and a lower cost. You don’t know how to conduct usability testing? Use our help. We will develop a research plan for you, prepare a prototype, and run UX testing with potential users.Discuss your project with us Types of usability testing: Choose the right one for your project Usability tests can be divided into different types depending on the adopted criteria. Now, we will focus on several of the key differentiators. In-person and remote usability testing Usability testing can be conducted in person or remotely. In the first case, the respondent is in the same location as the moderator, who conducts the usability testing. In-person sessions can be recorded. It allows for returning to selected moments to analyze the user behavior and reactions more closely. In a separate room, the entire test can be observed by the client, a UX designer, or a research team member. Remote tests of mobile apps In many cases, remote UX tests can be conducted. When location is not an obstacle, finding respondents and scheduling an online test is easier. You don’t have to waste time commuting, and it’s also easier to set a time of day that suits both the moderator and the respondent. To conduct remote testing, a good internet connection is necessary. The respondent must also have access to a computer or phone. Special software, such as Lookback, Maze, Loop11, etc., is needed, too. Do you want to conduct remote usability tests? Make sure that there are no contraindications in your project and that the place where users will use the app doesn’t matter. For example, if you are creating an app for making purchases in a physical store but via a mobile app, then the tests should take place on-site. Moderated and unmoderated testing Let’s assume you are planning remote tests with users. A moderator usually conducts such tests with a respondent. The moderator observes their reactions and asks additional questions. These are called moderated tests. They allow you to learn more about users’ feelings and better understand their reasons. But what if you can’t find a moderator who can construct questions to get reliable answers? Then you might consider unmoderated testing. You only need to create a project in your chosen remote testing tool and add the task content with links to the prototype or app. Then, you send respondents a URL linking to the project, and they go through the scenario at their convenience. The testing process is recorded (audio, video, and screen recording), and you can watch it in the testing tool’s panel. Moderated vs. unmoderated testing. What should you choose? Unmoderated tests do not provide as much information as moderated tests because you cannot ask the user questions in real-time to clarify their actions or emotions. On the other hand, you can conduct more of them in a similar amount of time because you don’t need to involve a moderator. If every moment counts in your project and you need to release the app as quickly as possible, then unmoderated tests may work well. If not, it is better to conduct moderated tests. I haven’t described all types of usability tests here. Still, it’s worth remembering that we can also divide them into formative tests (indicating elements for improvement) and summative tests, during which we compare different solutions and determine in a measurable way how important a given problem is or how much more (or less) usable the compared products are. Furthermore, you can use various usability testing methods during each session, such as the 5-second test, RITE (Rapid Iterative Testing and Evaluation), or the Wizard of Oz technique. Mobile app usability testing: from preparation to analysis In theory, it all sounds good, but what does the process leading to usability tests and their analysis look like in practice? I will discuss this using the example of remote, moderated mobile app testing. Research plan Start by outlining the basic information about the project. Define what goals you want to achieve through testing. There shouldn’t be too many: three or four will suffice. You can also refer to the project’s KPIs, such as sales growth, increased number of returning customers, reduced cart abandonment rate, etc. Next, determine what target groups should be represented by the respondents you will invite to the UX research. Decide how to recruit them and how many people each group should have. Gathering 5-10 representatives within one target group is usually recommended. For example: Primary group: People interested in fashion who buy new clothes at least twice a month (10 people) Additional group: People who buy clothes only when necessary, do not like shopping, and have not purchased clothing in the last three months (6 people) In the research plan, you can also list the tools and methods you intend to use. It is also worth including a schedule of activities. If you think there is other important information worth specifying in the research plan, add it. This document is intended for you and your team. Its structure should facilitate your further work. Recruiting respondents You already know who should test the app. Now, it’s time to consider where to find such people. Social media, especially Facebook groups that bring together people with similar interests, are often used for this purpose. Sometimes, the snowball method also works well. What is it about? You just need to find one person who fits the profile of your group, and they will point to another. That person, in turn, can connect you with the next potential respondent, and so on. Remember that everyone interested in participating in the testing must complete a screening questionnaire (a screener). The answers will indicate whether a given person actually meets the requirements describing the target group. To encourage their participation in the tests, offer compensation for their involvement. It could be, for example, a voucher to a selected store, a discount code, or a transfer of a specific amount. Research scenario With the recruitment process underway, you can now focus on preparing the research scenario. Outline all the stages of the testing session. You can also estimate how many minutes each stage should take. In the section dedicated strictly to testing, list all the tasks that the respondent has to complete. If you are conducting moderated tests, it is also worth adding follow-up questions you can ask during the session. Formulate them in such a way that they don’t suggest answers to the user. Exemplary task You are going on a vacation to the mountains and must buy suitable footwear that performs well in low temperatures. You like your friend’s shoes, so you open the app they recommended, where they bought their own pair. How would you search for the right pair for yourself in the app? How will you narrow the number of displayed products to suit your needs better? Preparations The scenario is ready, and a meeting with a respondent is scheduled: soon, you will conduct the first test. You can run it, for example, on a mockup, a prototype, or even on an already functioning app. Let’s assume that, in this case, a prototype will be created in Figma. “Prototype is an interactive model of the app. Not only it allows us to see what it should look like but also how it must work. We use prototypes to test the design and to help other team members understand what we want to achieve.”Check full glossary First, create a project on your chosen testing platform, such as Loop11. Within the project, enter the questions developed in the previous step and the links to the prototype in Figma. Usability testing Usually, during remote moderated usability testing, the respondent uses a mobile device on which they open the prototype. First, it’s worth spending a moment on the introduction and explaining why their help is needed. You can also ask a few initial questions related to the project’s topic. Then, the respondent tries to complete tasks that appear on their screen. Additionally, the moderator can also read them aloud. The respondent should comment on their actions and share their thoughts. It’s worth inviting an observer as well, who will take notes in real time. Data analysis and planning changes UX tests will be meaningless if you don’t analyze them. Go back to the recordings of the sessions with respondents and note down: What caused them difficulties What caused dissatisfaction Solutions they liked Tasks they performed easily Each such observation should be evaluated by assessing the problem’s seriousness. It will help you set priorities when planning changes. You should deal with blockers first and cosmetic errors last. The test results should also describe elements that were well-received by users. It is a signal for you not to remove or change them. It’s best to discuss the results of the analysis with the UX/UI designer, who will propose changes to the UI project based on them. Mobile app usability testing–a way to better UX Usability testing is a form of research that allows you to identify UX problems that would otherwise go unnoticed until the app is in the hands of target audience. Thanks to it, you will better understand how users operate and adapt the UX/UI design to them. In addition, you will save money. Instead of spending your budget on developing unintuitive features, you will immediately start creating a proven UI design. If you are looking for a company to help you conduct these tests, write to us. We will help you determine what is worth changing in your project to provide better UX and increase the number of conversions.

Usability Testing: How to Check if Your Mobile App is Intuitive?

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