As Usability Sciences celebrates its 35th anniversary, we’ve been thinking about all the things we’ve learned over the decades of usability testing and user research. To mark the milestone, we thought it would be fitting to compile 35 key lessons that encompass our most salient learnings and best practices.
We know: 35 insights is a lot of insights. But don’t worry. They get right to the point… and we’re sharing them in two parts.
1. People don’t read unless they have a problem (training materials, instructions, etc.)
Users tend to skip detailed instructions or training materials until they encounter an issue they can't figure out on their own. This is why designing intuitive interfaces that require minimal guidance is the best way to work with human nature and not against it.
2. However, help should be easy to locate/access
Even though users avoid reading instructions, they like having quick and easy access to help the moment any confusion arises. Placing help options prominently ensures users can find solutions without frustration. No frustration, no friction; no friction, happy users.
3. Most people prefer self-service options but want to know they can talk to a person (phone or chat) if they have a problem
While users appreciate the convenience of self-service tools, knowing that human support is available goes a long way. When you only give them robots as an option, they trust you less from the get-go.
4. As long as the path makes sense, the number of clicks doesn't matter
Users are willing to click multiple times if the navigation process is logical and intuitive. The key is making sure that each step feels natural and offers clear progress towards their goal.
5. Search is used when your site’s navigation structure doesn’t make sense or is difficult to navigate
If users rely heavily on search functions, that’s your sign that the site’s navigation is confusing or ineffective, and your cue to improve the site’s structure.
6. Your buyer is not always your user and vice versa
The person making the purchase decision is not necessarily the one who will use the product. Understanding both audiences (and where they differ, as well as overlap) is necessary for effective design and marketing.
7. Internal/enterprise tools need to be user-friendly
Even tools used within an organization require a focus on usability. Efficient and intuitive enterprise tools can significantly enhance employee productivity and accuracy.
8. People don't usually explore sites... they go there for a purpose and usually get in and out
People usually don’t visit websites to shoot the breeze. They visit websites with specific goals in mind and typically leave once those goals are met. Designing for quick and efficient task completion is good practice.
9. YOU ARE NOT your user
Product Managers, designers and developers must remember that their preferences and behaviors are not representative of their users (just because it looks and feels cool to you, that doesn’t mean it’s going to land the same way with the end-user). Empathy and research (and self-control) are key to understanding real user needs.
10. Test early and often
Conducting usability tests throughout the development process allows you to identify issues before they become expensive problems. Frequent testing ensures the design remains user-centered.
11. UX research is not new, it's just a different name
The principles of user experience research have existed for decades, though the terminology and methods have evolved.
12. Moderating is a skill that must be learned and practiced
Effective user research, exploratory and evaluative requires skilled moderation to ensure valid results. Moderators must be trained to facilitate sessions without introducing bias, wasting time, or losing control of the conversation
13. Stakeholders don't usually care about the process, they want the insights, but keep the methodology and project prep data in case they get to the back of the report
Stakeholders focus on actionable insights rather than the research process. However, detailed documentation is essential for credibility, future reference, and keeping things objective and transparent.
14. You have to be able to share findings clearly and succinctly
Communicating research findings effectively is almost as important as identifying those findings in the first place. Clear and concise reports ensure that insights are understood and acted upon by stakeholders. Remember, you‘re there to inspire action, so adjust your message to your audience.
15. Executive summary should be one page
An executive summary shouldn’t rival War and Peace in length. It should distill the key findings and recommendations into a single page, making it easy for busy executives to grasp the main points quickly.
16. Implementing changes based on research is often a slow process and turnover happens frequently
Traversing from research to action can be sloooooooooow due to organizational constraints and changing personnel. Persistence and clear documentation is the key to ensuring continuity despite this.
17. Write your reports for people who aren't in the room
Reports should be comprehensive enough to be understood by those who were not involved in the research process, ensuring clarity and context are maintained.