The fun part is that we all know about UI/UX. And the funnier part is that we actually don’t!
We’ve all lived through it. But again we don’t understand it wholly.
The magical moment when you first open any app or any digital interface you develop a keen sense of liking or disliking it instantly. It’s almost like a sixth sense.
Be it a cognitive experience or visual pleasure. Be it its affability or hostility. We go through some waves of emotions as users.
And testing? Yes! Testing plays a pretty important role in ensuring what kind of emotions you will go through while interacting with that particular digital product.
So, what is UX or User Experience?
To put it simply, User Experience is the perception or response a user has when in contact with a product design, a service, or even another fellow human.
Then how does testing fit into this paradigm of things?
To answer this very interesting question let us first know…
What is User Experience Testing?
UX testing essentially is about determining the best possible way for a website and its elements to interact with the audience.
The testing also ensures that the visual elements of that particular digital product are functioning as per requirement.
The scope of UI/UX testing also covers a gamut of visual indicators and graphic-based icons.
Now let’s look at this web interface of Amazon from back in the days
Now let’s have a look at it’s current modifications
Spot the difference? This is what happens when you conduct a thorough UI/UX level testing on a digital interface. It directly caters to the user psychology and the way they interact with the product.
Since we’ve established the impact of UI/UX testing let’s have some serious discussion.
Why is UI/UX Testing Important?
Some might argue that it’s impossible to preempt how an user is going to react to a certain interface. A developer’s job is to make sure that the app works. Once that’s ensured then everything else will fall into place.
But as a tester, especially when it comes to functional testing, it doesn’t always work like that. We have to look at the application from users’ perspective. And there lies the importance of UI/UX Testing.
UI/UX Testing is pivotal because :
- It checks how the app handles users actions.
- Ensures whether the visual elements are working properly and visibly displayed.
- Makes sure that the UI is performing efficiently and accurately
- It identifies the points of friction during the usability of the product.
- And finally it guarantees that the end-users adopt it quickly and successfully.
Now if we’ve to sum it up then it’s really about gaining a deeper understanding of your target users. It encompasses how they behave whilst interacting with your product. And finally what sort of experience they are expecting from it.
Few Aspects to Keep in Mind:
Since we are essentially talking about UI/UX testing there a few basic elements we need to consider
- Clear navigation
- Easy access to product information
- Easy checkout process
- Trust symbols
- Social Proofs
With that knowledge in mind let’s have a glance at the earlier version of the web interface of Booking.com
And now look at the less complicated current version of their web interface
Does it check all the above mentioned boxes?
Yes it has a clear navigation path. Definitely more visually pleasing. All the information is just a click away.
Where can it Work?
UI/UX testing is actually conducted across multiple environments and use cases. In this way, the testers provide a diverse perspective of the user base.
It can also point out the strengths and weaknesses of your product. But it doesn’t just limit to that.
A passionate UI/UX tester will offer their suggestions about potential additions and enhancements to the existing product. And that’s the game changer.
Because a UI/UX tester introduces an user centric approach to the entire production cycle.
Let’s Talk Business:
Testing is all about making measurable business impact. So in the case of UI/UX testing multiple layers of business impacts can be realized.
- Improved end user satisfaction resulting in increased revenue
- Enhances the chance of repeat usage of the product
- Creates a highly efficient and effective system
- Identifies the complex flow issues beforehand and reduces the cost of fixing them later
- Minimizes the risk of product failure after the launch of the same
- Confirms the product meets the user expectations
Want some Proof?
There are a lot of case studies on how UI/UX testing has saved costs and increased revenue for the company. And most importantly it boosted their brand loyalty.
For instance Virgin Airlines Website Redesign in 2014
What was the impact?
- 14% increase in conversation rate
- 20% fewer support calls
- Flyers booked almost twice as fast on any kind of device
Another similar business impact case study can be HubSpot Homepage Redesign in 2015
- Their conversation rates doubled
But is it Worth the Money?
While it’s true that investment in UX will certainly add value to your product. But what’s the return on investment of it? That’s the ultimate question.
To find out this exact truth, back in 2006, Director of Product Design at Facebook, Geoff Teehan conducted a ROI of UX.
They called it the “UX Fund.” The $50,000 fund is invested in companies that focus on delivering great user experiences.
The hypothesis was that the ROI of UX should be reflected in their stock price over time.
Over a ten-year period, from 2006 to 2016—including a major financial crisis in the middle of it—the “UX Fund” returned 450% vs the Nasdaq’s 93.2% return (that’s 45% annual return over ten years which beats any other asset class).
Now you do the maths!
So it’s all about the little things that make a huge impact. We began this story by saying how funny it is that we all experience certain kinds of emotions while interacting with the product.
And UI/UX testing can drive those emotions towards a positive, likable, direction. As a result it improves the conversation rate, brand loyalty, and traffic on your website.
It determines what’s the best way to meet the needs of the users.
Because ultimately it’s all about business. A convenient UI/UX will earn more revenue whilst a less friendly one will hurt your business.4