“Do you think our customers will like the image of the kitten better than the one of the puppy?”
If you think digital experience testing comes down to resolving questions like this, you are missing the bigger picture. I written before about how we should be designing for a frictionless experience, and testing is a large part of that process.
Testing Means More Than Click Troughs
Test to make sure that your content — text, graphics, video, audio — help drive the overall experience. It doesn’t matter if the kitten gets more hits than the puppy if neither helps the customer progress through the experience to get the information they need. Look at click-through rates and subsequent customer actions.
Check to make sure the graphics are composed and positioned to help the customer on their journey. For instance, shots that guide people’s eyes in the direction of the next call to action generate far more click-throughs than thoughtfully posed shots of smiling models looking straight out of the page.
Refining the digital experience focuses on the user interface as well as content design, but you also need to make sure you understand how they work together.
Test to make sure the page layouts, paths, text and graphics are market and culturally appropriate. Does the experience change based on the level of the customer engagement and where they are in their journey? Is the logged-in experience more personalized than the general ‘guest’ experience? It should be.
Do you have your customer journey mapped out and know which parts of the digital experience map to which steps in that journey?
How about the language you are using? Is your website, mobile app, augmented reality solution, digital signage or whatever you are using to deliver the digital experience littered with jargon, acronyms and industry terms understandable to you and your development team, but meaningless to customers?
Names are important. Think about what you call something. Don’t expect the customer to know the terms you use internally. Pick names that the customer will recognize and use them consistently.
Don’t Take it From the Insiders, Ask Your Buddy
Once you’ve done your final internal testing, and maybe even a focus group or two, I’d suggest you employ the final and best test: the “Buddy” test.
Ask your family and friends to walk through your planned experience design. Make sure whoever does the testing has no knowledge of your industry, your company processes, etc. The more removed they are from your role in designing, testing and delivering digital experiences, the better.
Ask them to do a task a new customer would want to do, like create an account and find some basic information.
It’s amazing how often designers leave out basic information from online interactions because once we become integrated into a particular environment, we get to the stage where we have an almost intuitive baseline of knowledge — knowledge someone outside of the community would not have. Answering “it’s obvious” to any question raised during testing is not acceptable.
If your other friends repeatedly ask the same question about a part of your digital process, that part of your process is broken. You need to fix it. And not in a way that makes it easier for you, but in a way that it makes it easier for the customer to complete their task.
Remember, it doesn’t matter which picture gets more clicks if I can’t find out how your products can help me, how to buy them, or even where you do business or what time someone is available for me to talk to.