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## UX and UI: What is the Difference?

UX design goes hand in hand with user interface design (UI). In UI, the designers build the application interfaces that users interact with. The primary goal of this process is to design aesthetically pleasing, intuitive, and interactive graphical layouts. These layouts have components like buttons, images, and text entry fields. 

UX design then determines how users interact with these components. For instance, UX designers can ensure that the;

- User experience is smooth and intuitive, and 
- Customers get a sense of accomplishment when using the application
 
If the application is seamless, then the user experience will be good. If the application is complex and users have difficulty accomplishing tasks, then the user experience is terrible. 

Despite their unique focus, most companies only invest in UI design, thinking that UI and UX are interchangeable.


## The Need for User Research

![why-invest-in-ux.jpg](https://odaptos-cms.s3.eu-west-3.amazonaws.com/why_invest_in_ux_6f2bcf1ca1.jpg)

Research enables UX designers to understand what users expect from an application. Often, user research entails uncovering some of the customers’ past experiences to know what to include in the design. For instance, most users expect to open a file by double-clicking. 

A UX design informed by this knowledge will ensure that the application meets this expectation. In the absence of user research, the UX designers might decide to fasten the file opening process with a single click, resulting in a bad user experience. Such incidences are why a company needs to invest in user research.


## Why You Should Invest in UX

It does not matter whether you are providing services or selling goods. Customer experience is at the center of each digital business. 

Below are five reasons why investing in UX is investing in the market.

**Higher Conversion Rate**

When it comes to user experience, the first impression matters most. For example, the first time a customer interacts with a UI, their experience will remain forever. They will narrate this experience in stories, share it on social media, or vow to avoid it forever. If the experience were positive, the user would come back and maybe bring more customers. This conversion is why businesses need to align their goals with UX design. Factors that might boost your user experience and conversion rate include:

  - **Defining your personas**
    Identify your target users, research them, and know their needs and expectations. Then design a UX that meets their requirements and expectations.

  - **Being consistent**
  Your UX design needs to be consistent. Consistency creates predictability, which, in turn, makes a comfortable interaction in which users do not need to relearn everything to use the     application. 

  - **Enable customization**
  UX design should take into consideration the issues of personalization and customization. For instance, look at Netflix. The company allows its customers to customize the genres they watch and recommend personalized movies based on the user profile. Users are more likely to rate their experience positively if they feel that they are in control.  

**Improved Customer Experience**

UX design prioritizes customer experience by ensuring that the UI is user-friendly. But anyone can claim that their application is user-friendly even if it is not. In UX design, a user-friendly UI has three characteristics.

- **Ease-Of-Use**
Customers should navigate your application or website with little difficulty. Sometimes, UI designers might deem an interaction easy when it is not. Through user research, UX designers consider the customers’ knowledge, skills, and jobs to develop an interface that users can easily navigate.

- **Simplicity**
Part of a good user experience is a straightforward and organized customer journey. The user interface should not have too many steps or interactions. For instance, imagine this scenario: a company that offers customized services requires users to fill in a questionnaire with 100 detailed questions. Chances are, the majority of this website’s visitors will leave without completing the questionnaire because it is too long. In UX design, creating more direct interactions is the easiest way to a customer’s good graces.

- **Clarity**
Your application’s user interface should clearly outline what you want the user to achieve. For instance, sign-in and sign-up can confuse non-native English users, resulting in irritation and poor user experience. UX design aims for users to know what will happen after clicking either of the buttons.

**Improved User Engagement and Loyalty**

A positive user experience builds up customer engagement. Whether it is a personalized service, user-friendly interface, intuitive navigation, or precise information, a positive experience will cement your brand’s loyalty. Over time, these loyal customers become vocal brand advocates.

Those with poor user experience tend to avoid the application. Some might post their bad experience on social media and attract others who vow never to visit the harmful app. 

**Decreased Development Costs**

UX design saves the company from re-designing and fixing products because they do not meet customer expectations. The design has two main stages: prototyping and usability testing. Prototyping is an iterative process that builds a model of the end product and tests its usability. 

The technique minimizes errors in the final product by scaling redundant features. The designers refine the model until the final product meets all the company’s UX requirements with all iterations. Users also provide valuable feedback on the changes they want and satisfying features.

**User ROI**

UX design invests the business’s resources in customer experience and satisfaction. Since a good UX is good for the company, the process yields a tangible return on investment (ROI). On average, a one-dollar investment in UX returns 100 dollars.
Actual user experience goes beyond fulfilling customer expectations. You should also focus on:

- Build applications that address exact user needs
- Building interfaces that support natural approaches to accomplishing user goals
- Optimizing the product’s technical, cognitive, and physical features to increase UX efficiency and effectiveness
- Smoothing transitions between related services and communications

**Advertising Tool**

The UX importance design helps the business to provide a satisfying customer experience. UX design can also serve as a marketing tool. UX and advertisement have a dependent relationship in which the customer experience advocates for the company’s product. A good user experience also encourages the customer to seek out more of the company’s products.

**Product-Led Growth and Sale**

Companies are shifting from traditional sales to product-led sales, which focus on product experience. For example, look at Apple. When you buy an iPhone, you receive the product and the brand’s identity. 

Apple’s identity becomes your identity, and those who buy iPhones would not hesitate to purchase iPads, and Apple watches. Such companies take pride in their user experience, which is their primary sales drive.


**Benefits of UX to a Business**

- **Greater Business Intelligence**
Information is power. Business intelligence tools like Google Analytics enable you to collect data, analyze it, and visualize it. The insight gained from data analytics can be essential in improving your product’s UX. You can also collect data by sampling customer reviews and satisfaction surveys. 

- **Competitive Edge**
UX design is about customer satisfaction and retention. The more positive your user experience, the higher the rate of conversion and retention. UX design also allows you to collect meaningful data that is essential for business intelligence. 

  The collected data, customer retention and satisfaction, and reduced development costs provide a competitive edge. No wonder companies like Google and Facebook invest lots of money in UX design.

- **Increased Social Media Sharing**
User experience determines whether a customer will want to share your product with others. If the encounter is memorable, the probability of sharing is higher. If not, you will have a bad review and an unsatisfied customer.

  Shareable buttons are a promising avenue for increasing social media access. Make the buttons prominent, visible, and clear, and link them to social media sites like Twitter as part of a good UX design. 

  User research will help you keep track of your customer’s progress. For example, you can learn whether browsing through your product was a positive or negative user experience. It also helps to make your product aesthetically pleasing. 


User experience focuses on enhancing user interaction with applications. This is regardless of whether the app is web-based, desktop, or an operating system. UX designers ensure that the application is intuitive, satisfying and users enjoy using it.

Why Investing In UX Is Investing In Business Development

Whether you’re building an app, a website or something else, user testing before you launch will be a huge factor in your success. UX design requires extensive user research, but when it’s done right, you will have a finished product that is intuitive and easy to master. 

That, in turn, is likely to result in a product that is quickly adopted and universally loved, and that, in the product world, means success. So, let’s take a closer look at what the System Usability Scale is, where it came from, and how you can use it. 

## The essential tool for measuring the effectiveness of a system

In 1986, most of us didn’t even have computers at home. But programmers and software designers were already hard at work, creating the framework for the digital world we now live in. In fact, that’s the year the System Usability Scale was created. 

John Brooke was the person who created it. Although he intended it to be a simple evaluation tool for early computer systems, when he shared it, the uptake was swift. Soon, his simple questionnaire became one of the most widely used tools for UX design. 

Even now, 35 years later, Brooke’s simple SuS questionnaire is widely used around the world. 


## How the SUS works

Remember how we started this by saying that the best designs are simple? Well, Brooke’s questionnaire embodies that. 

It’s made up of just ten questions. Participants in user research studies are asked to answer these questions, and then their answers are used as part of a user report. It’s so simple it almost seems like it should be too easy. But like great products, keeping it simple works. 

The questions that make up the SuS questionnaire are based on what’s known as a Likert scale – in other words, you have to rate each one from one to five, with one being the worst and five being the best. 

The questions themselves are:
 
1. I think that I would like to use this system frequently. 
2. I found the system unnecessarily complex. 
3. I thought the system was easy to use. 
4. I think that I would need the support of a technical person to be able to use this system. 
5. I found the various functions in this system were well integrated. 
6. I thought there was too much inconsistency in this system. 
7. I would imagine that most people would learn to use this system very quickly. 
8. I found the system very cumbersome to use. 
9. I felt very confident using the system.
10. I needed to learn a lot of things before I could get going with this system.

As you can see, you don’t need any skill or technical knowledge to use this system, and it can be used for nearly any kind of product or tool. 

Analyzing the responses to each question helps to show you what you are getting right, and what needs more work, and because it’s so quick and easy, most people are willing to answer the questionnaire. Which means you get a larger sample size to work with. 

## How to Use the Results of a System Usability Scale Questionnaire

Of course, UX design is a lot more than one questionnaire, and you do want to make sure that you first identify your target customer before you start asking these questions. If you’re building a tool that’s tailored to a particular skillset, profession, or level of technical knowledge, you can’t simply ask anyone these questions and get a clear picture. 

So, you will first need to identify the people you most want to get information from before you start using SuS for user research. But provided you have, and once you have collected enough responses to form a clear picture, it’s time to dig into the data. 

Here are a few ways this information can help. 

## Develop your potential by identifying your strengths

If you can, ask people who participated in your SuS user report process if you can contact them with additional questions. Make sure that you segment your data first and ask people who generally liked your product and interface what they liked about the product. This will give you a good idea what people liked, so you can build on that. 

## how to identify the mistakes that are holding you back

Now approach the segment who generally did not like your product, and who have agreed to provide additional feedback. Ask them to name specific problems they had with the product. This will give you some idea where you need more work on the usability of your product. 

## Bad targeting: how to know if you're doing it wrong

If your SuS questionnaire results are overwhelmingly negative, it might not be your product that is the problem, but you might be targeting the wrong people. Take a closer look at your assumptions who might need the product and consider that maybe there is a group that is better suited. 

## Determine If You Need to Include More Support

In some cases, the tool is good, it’s useful, and the group you think needs it does. But it’s still not easy for them to use. Sometimes, even good tools are complicated by nature. In that case, you might not need to change the product, but you might need to include additional training and tech support resources. 

## Continuous Improvement

There are very few products out there that don’t change over time. Consumer products might change their recipes, or their packaging. Digital products and software add new features and change their design. You only have to use a site like the Wayback Machine to see how much websites have changed over time. 
So don’t just use a tool like SuS once. Build it into your continuous improvement processes. Ask users what they think when you make changes or get feedback when you add a new feature. Because the SuS questionnaire is so easy to use and fill in, and so adaptable, it can become a valuable part of everything you do. 

## Keep It Simple

The golden rule for everything, from creating your product to asking users to give you feedback is to keep it simple. 

Users should be able to figure out your product quickly and without too much help from you. They should also be able to tell you what they think quickly and easily. If your product is too complex, people won’t use it. If your post use questionnaire is too long and hard to complete, people won’t tell you what they think. 

You need to know what people like, hate and are indifferent to in order to improve your product, and build something people love to use. So, keep it simple. Use a tool like the System Usability Scale to get the information you really need, and then ask additional questions if you have to. 

User testing is one of the most important things you can do. Ensuring that the product you have created meets customer needs and expectations is critical to your success. So, keep it simple, get the data you need when you need it, and use it to build better products. 




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The best designs are usually simple and easy to use. So, it’s only fitting that SuS, or the System Usability Scale is itself a simple but hugely effective way to measure the usability of your design. 

Understand and use the system usability scale

## The key to the success of digital products lies in human-centered design and listening to users!

Human-centered design involves building products and services with the user in mind. It involves you as a business creating goods that meet a specific user’s needs and incorporate [emotional design](https://www.odaptos.com/blog/what-is-emotional-design/). 

And your digital or physical product must have usability. UX design involves creating a specific product ready for clients to use. 

And the product or service must keep your clients loyal to the product, so they don’t look for alternatives. This way, your clients can have a good user experience. 

They’ll feel as though you specifically developed the product for them. The human-centered design also involves undertaking a thorough process of researching the ideal clients of your service or good and their particular preferences. 

Yet, UX design involves integrating all the human-centered design results to understand the client better. User testing helps designers understand how clients feel about a product or service. 

The tests tell what the customer sees in service or good. And User tests tell what the client hears when a product or service is mentioned. So, using a user-centered design helps you design a product or service that’s indispensable. 

You can use different strategies to test the user experience. Specific tools like conducting user-centric design research and design thinking can help you understand your product’s user experience. 

Web prototyping, interface design, storyboarding, interaction design, wireframing, and visual design theory are critical for UX.


## Learn how human-centered design can increase your sales and build customer loyalty!

Human-centered design is fundamental. Think about your client as you design your digital product. Change your perspective and think on the user’s behalf. 

These simple steps can help you launch a human-centered design process:

### Rethink Your Goals

Start by removing your company’s desires. Conversely, rephrase all your objectives while wearing the user’s shoes. 

So, instead of wondering how to grow your product by 15%, ask yourself and your teammates how you can make a better user experience for their clients. 

This rephrasing can help you and your team members to plan with the actual needs of the users in mind. Fortunately, human-centered design is always a win-win. 

Thinking on your user’s behalf helps you spend less time designing useful products. It helps you solve your customers’ needs, building customer loyalty and business prosperity.

### Dialogue With Your Users

Once you have aligned your objectives, it’s time to confirm exactly how the user feels about your idea. So, initiate a dialogue with the users. Otherwise, you can’t really tell what clients want until you consult them. 

Identify your target clients and prospects and test their user experience with your service or good. Or, you can engage your clients in beta stages or a prototype to get their feedback early enough and, while at it, solicit as much honest feedback as available. 

Build engaging focus groups and create thoughtful surveys. Yet, regardless of the engagement tool you choose, the key to the human-centered design is listening. 

Don’t make the interviews about justifying certain features of your products. Fully de-prioritize yourself even when the user feedback is degrading your service. 

Also, listen to your clients with an open mind. An open mind will help you prioritize utility, customer loyalty, and success.

### Aim at Maximum Usability

Human-centered design involves prioritizing the accessibility of your services or goods—designing products for everybody. Besides, human-centered designs involve accepting that not everyone experiences your service the same way as another person. 

So, think about accessibility. Can other people with additional cognitive or physical needs access your product or service? Consider services that are available for all categories of users. 

For example, you can think of the hearing impaired and capture video and audio services for your digital product. And for the visually impaired, think about how your digital product can be compatible with screen readers. 

Again, some users can only navigate your website with keystrokes. And to attract them, all your functionalities must be compatible with the keyboard. Epileptic individuals and others with cognitive impairments prefer calm and clean interfaces. 

Better yet, ensure your digital service or product adheres to the [Web Content Accessibility Guidelines](https://www.w3.org/WAI/standards-guidelines/).

### Observe Your Clients’ Behavior

Before you launch anything, consider your clients’ behavior. After all, human-centered design is very iterative. It matures over time, and implementation is never-ending. 

So, you must remain curious and empathetic toward your end-user. And never make assumptions. Again, you must constantly observe your clients’ behavior. 

And at all times, be in their shoes. Connecting to your clients’ behaviors and needs to help you design solutions with the whole usability. 

Besides, a human-centered design process can only be successful if you constantly reflect throughout the design process. So you must be agile and willing to review your progress continually. You must be ready to go back to the drawing board sometimes.

If you’re designing a tech-based product. Consider these stages:

#### 1. Observation

Watch and learn how your target end-users interact with your physical or digital product. Identify their facial expressions. Do they smile or grimace? 

Are there any roadblocks to their use of the digital product? What are their general pain points? Answering these basic questions can inspire you to create a functional digital product.

#### 2. Ideation

Gather your team members and together brainstorm guided by your observations. Ask endless why questions. And sketch out the clients’ journey using their specific client personas. 

Brainstorm why some customers didn’t fill out your questionnaire and avoid thinking that any idea is unrealistic.

#### 3. Rapid Prototyping

Prototyping involves creating a simple system for user testing.  You can use cardboard prototypes to help you generate user feedback quickly.

#### 4. User Feedback
 
After developing a prototype, take it to the users. Ask them whether your solution solves their problems. 

What more adjustments would help your solution completely solve their problems? Get as much user feedback as there is to help you hone in your design.

#### 5. Iteration

Consolidate all the valuable feedback and integrate it into your design. And remember that every iteration is an opportunity to succeed. So, constantly test your design. 
Seek endless user feedback and fine-tune your design to an ultimate solution to the clients’ needs in question.

#### 6. Implementation

After prototyping and seeking user feedback, it’s time to implement the design that considers all the useful suggestions. So, implement the design while revisiting the first five steps. 

This way you can continually meet your end-users’ needs and implement solutions that influence the company’s prosperity.


## The ultimate guide to gathering feedback from your users


![pexels-george-milton-6953773.jpg](https://odaptos-cms.s3.eu-west-3.amazonaws.com/pexels_george_milton_6953773_1b6973fceb.jpg)

User interviews can help you answer the question, ‘who will your digital product or service serve?’. And failure to get user feedback risks you developing an unusable service or product. 

Yet user interview is a tool to help you understand your clients in-depth. It can help you understand your clients’ perceptions and experiences. 

But you must also carry out a successful user interview. Otherwise, inaccurate feedback can misguide your design. 

You must also think about when a user interview is appropriate. And you must know how to conduct it professionally.

### Use a User Interview:
- At the start of a project before you define any clear concept. This user interview will help you understand your prospective users, their needs, and wants.
- In the early product development stages. Conduct a user interview when your product team has an early model of the design concept. Allowing users to interact with it can generate valuable user feedback.
- After shipping your product. You can carry out a user interview and combine it with your observation. This shall help you execute a contextual inquiry and help you understand how users interact with your digital product.

### Benefits of User Interviews
- User interviews help researchers carry out user testing. The interviews help researchers gain a deeper understanding of prospective users’ attitudes, perceptions, desires, beliefs, and experiences.
- Moderators can pick up on and respond to non-verbal and verbal cues of the interviewees. This helps the moderators ask follow-up questions and probe topics more deeply for better results.
- User interviews are interactive and candid. Hence, they often lead to serendipitous nuggets of wisdom that researchers wouldn’t achieve via other methods.
- User interviews are quick and help researchers gather qualitative data. Besides, you can pair them with any other research method to conduct usability tests.

Human-centered design is the best test of users’ thoughts and feelings. Undertaking this process before you start your product or service production, can help you comprehensively address the users’ needs. 

And you can generate user feedback through user interviews. User interviews help you capture non-verbal and verbal cues which you wouldn’t otherwise capture with other data collection strategies. 

And when you need help with generating user feedback, Odaptos is just a call away. [Contact Odaptos](https://www.odaptos.com/contact/) today for assistance on how to implement automated user testing.


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Gone are the days when you could keep your clients at arm’s length. Today, the world is highly connected and competitive.

Why knowing the thoughts and feelings of users is essential for launching a product ?

## Boost the user experience of your website: discover the keys to usability!

Website usability is the study and design of websites with the goal of making them easy to use. It takes into account the ease of understanding the content, the interface, and providing user satisfaction. 

[Website usability](https://www.usability.gov/what-and-why/usability-evaluation.html) includes many elements:

1. **Clarity**: Clear language, concise instructions, menu labels that make sense, etc.
2. **Simplicity**: Reduce clutter, one thing per page, etc.
3. **Consistency**: Consistent navigational patterns (menus, buttons), consistent labels (iconography), etc.
4. **Flexibility**: Test it on all devices, make sure users can make mistakes without harm, and test with different hardware configurations.
5. **Error prevention**: Test for errors in all form fields, buttons, etc.
6. **Aesthetic appeal**: Test the overall look and feel of the website. Is it visually appealing? Are all elements in the right place?

It's essential to take the time to test your website's UX to avoid costly mistakes and downtime; the sooner, the better.


## Two types of user experience tests: qualitative and quantitative UX tests

The two ways to test UX are qualitative and quantitative testing. In the end, both formats of UX testing will get you to a place where your website is easy for visitors to use. The main difference is the number of tests you will need to perform to get accurate results.

Let's look at the pros and cons of each.

### Qualitative UX Testing 

In qualitative testing, [studies suggest](https://journals.sagepub.com/doi/10.1177/001872089203400407) that five user tests will uncover 80% of your website's problems. This type of UX testing is best suited for early prototypes or concepts and can be used to get feedback on user attitudes, opinions, and emotions.

Here are the main benefits and drawbacks of this type of testing.

#### Pros of Qualitative Testing: 

- Cheaper - can be done on a small budget 
- Fast - results are immediate
- Focuses on users' needs and wants

#### Cons of Qualitative Methods:

- Test UX users are small in number 
- Results are hard to measure - success is subjective 
- Not accurate enough for making high-level decisions about your website's design or layout

### Quantitative UX Testing

On the other hand, in quantitative testing, dozens of tests are performed over an extended period using A/B split testing methods on different pages. 

In this type of testing, you create two different versions of a page (A and B). Next, test them against each other to see which one performs better. You can then use the test data to decide which version of the page you'll use on your website.

Compared to qualitative methodology, this approach needs four times the number of users. It involves the following pros and cons.

#### Quantitative Test UX Pros: 

Test users are more extensive in number - providing statistically effective results 
A larger number of results can be measured and are therefore more accurate 
Use test results to make significant decisions about website design or layout

#### Quantitative Cons:

Slow - takes time to get statistically significant results 
More expensive - requires a larger budget 
Test results could be skewed by the testing process if not based on emotional design or real users


## How to optimize your shopping carts with these essential tests!

Shopping cart testing methodology includes things like changing button sizes and colors, asking people about their opinions on the site, or testing the flow of your check-out process.

There are a few steps involved in user experience testing on e-commerce shopping carts:

1. Decide which pages you want to test. The most important pages for testing are the ones most frequently used, such as product and payment pages.

2. Create a test plan. A plan will help you decide which tests you want to perform and how you will conduct them.

Here are a few tips for creating a test plan:

- Decide on a goal for your test. What are you trying to achieve?
- Test one variable at a time. Testing too many things at once will make it difficult to determine which had the most significant impact on user behavior.
- Make sure your test is statistically significant; the results are accurate and can be generalized to all users.
- Don't use testers who are already familiar with your website or who work for your company. Test on neutral users to get the most accurate results.
- Use a variety of methods to test users. Using several different strategies will help you get a complete understanding of how they interact with your product.
- Record user feedback. This will help you understand why users behave the way they do and what you can do to improve their experience.

3. Evaluate your results. Don't just look at the quantitative metrics. Look for patterns and trends in your data that you can apply to enhance parts of the site where performance was poor.

4. Don't stop after completing one test! Test often. Regular usability testing will help you get more accurate results by reducing user bias.

5. Use iterative design principles to improve as you go.

Which Should You Choose? The Right Test for Your Business

Usability testing is a critical part of creating a website that is easy to use and navigate. Test your website as often as necessary to ensure that it stays up-to-date and on track with user expectations. 

Test different designs of the same page, test multiple pages at once, or just one specific webpage—it's all about what you want to learn from the testing. 

The best choice for your business depends on your unique goals and what you want to measure; both options will give you valuable insight into improving your website's UX. 

However, keep in mind the following fundamental ideas:

1. Qualitative is best for early prototypes or concepts. Users in qualitative testing are small in number, so the results will be harder to measure objectively.

2. Quantitative is more statistically accurate for making high-level decisions about your website's design or layout. More testers mean a higher degree of accuracy when measuring success rates on different pages.

## Don't miss these essential steps to improve the UX of your site or application!

Get started on your conversion optimization with AI-powered user research based on human emotions. Our methodology and use of emotional design simplify the process while making it more affordable!

Our team has years of experience helping other companies succeed online. We would love the opportunity to help you too.



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When a visitor comes to your website, the first thing they unconsciously notice is how easy it is to navigate. If the site is confusing and hard to use, they'll leave and never come back again.

Discover the foolproof way to test the user experience of your shopping cart!

## How user interviews can help you understand your customers' needs ?

Some people overlook user interviews and their importance. They think a few questions will offer them enough information from the interview. However, you can learn and make various improvements if you hold effective user interviews.

As you hold interviews, you’ll enjoy some of these benefits.

### Find Out How Users Feel
You can’t figure out how the users feel unless you ask questions. Sure, you can create surveys, but you’ll miss out on important details if you don’t talk with them. Holding interviews gives you the opportunity to directly interact with customers and do the following:

- See how they react to your questions
- Look for signs of how they feel
- Ask follow-up questions based on their answers




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If you interact with them through interviews, you can find out what users feel. Don’t be afraid to deviate from the questions if you think you’ll find out more information. As you pay attention and listen to how they feel, you can figure out where your product design falls short.

## Boost your product quality: Discover strategies for continuous improvement

As you interview and ask questions about the product, you can figure out how to improve it. Your users will share how their experiences went and what frustrated them. As you find out this information, you can see what aspects of the product cause the most issues.

You can even ask them about which parts frustrate them the most. From there, you can make changes and adjustments based on the answers. Users stand out as the perfect source of information, so you need to work with them to increase usability.


## Ensure a smooth and successful product launch

If you take the time to talk with your interviewers, you can identify problems. Identifying problems can help your business in multiple ways:

- Solve the problems to avoid issues when you release the product
- Look into the issues and find similar ones
- Overcome potential issues that could lead to larger ones later on

If you want to minimize issues, you need to talk with the users and make improvements based on their experiences. Doing so will help you make a better and more appealing product design.


## Turn your user interviews into a source of valuable insight

Now that you understand why user interviews matter, we want to offer some tips. That way, you can look at your current review process and make some improvements to it. 

### What environment for a successful interview?

If you want users to open up, you need to create a comfortable environment. This involves finding a spot where you and the users can relax, talk, and discuss the experience. This approach can benefit you in multiple ways:

- Allow the user to relax and trust you
- Help the user avoid distractions
- Ensure the user can offer opinions without others overhearing

The interview environment needs to be a place where the users can focus on the interview. Make sure you set the room to a comfortable temperature. Otherwise, users may find the heat or cold distracting during the interview.


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You should figure out what you like in your office or home to make it comfortable. From there, you can make changes to help the users feel more comfortable.  However, don’t make it too casual, or the users might not take the interview seriously.

## Listening: a pillar of user understanding

Sometimes, interviewers become focused on asking questions. However, a good interviewer needs to listen and understand what the user wants to say. A good listener can provide more benefits than one focused on asking questions.

- The listener will learn what the users experienced
- The users can focus on what they think rather than answering the questions
- The listener can figure out how to adjust the interview to get more information

Listeners get more information than those who talk. Due to this, you’ll get more out of the interviews if you focus on listening to the users.

The users understand their experiences and how they feel. If you give them the chance to discuss what they enjoyed or disliked, you can make changes. This works great when you work with the average user since you appeal to your general audience.

## Asking Questions is essential to determine the thoughts of your users

While listening matters, your interviewer also needs to ask questions. If the interviewer doesn’t ask questions, the users may ramble or go off-topic. This means the interviewers should prepare some questions to help with the conversation.

While interviewers should ask questions, they shouldn’t treat them like a checklist. Instead, the interviewer needs to listen to the users and ask questions related to their comments.


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For example, a user may mention some struggles with the settings menu on the phone he or she tested. If this happens, you can ask why the settings menu seemed confusing. You could also ask what about it seemed confusing or what could be better.

When you ask related questions, you can keep the conversation going. You can find out how the users feel and see what you should change about the product.

## Talk About the Interview Before the Test

Before the user tests your product, you should let them know you plan to hold an interview afterward. As you do this, you’ll make the process easier for you and the user.

- The user doesn’t feel surprised when the interview happens
- The user understands he or she needs to talk about the experience
- You don’t have to explain why you plan to hold an interview after the user experience test

Not only should you bring up the interview, but you should talk about what you plan to ask. If you do this, the user can prepare for the interview by knowing what they should focus on. That way, they’ll consider those details while they use the product.

This approach works great if you want to focus on specific parts of the product. If you don’t want to influence the interview, you shouldn’t bring up what you plan to talk about. That way, the users can focus on the products and their experiences rather than the questions.

## The most relevant answers are the ones you don't expect

Sometimes, interviewers may expect certain answers when they ask questions. You should avoid  these thought processes if you want to have a great interview:

- Don’t ask questions with yes or no answers
- Don’t stay on a question until the users give the answer you want
- Don’t make statements that can influence the answers

If you influence the answers or expect certain ones, you won’t learn as much from the interview. Instead, you need to focus on how the users feel and let them answer honestly. Otherwise, they’ll say they love the product and leave you without any information to make changes.



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As they provide answers to your questions, you should ask follow-up questions. These questions should encourage them to elaborate on the subject. This will involve asking them to explain further, asking for clarification, and similar questions.

## Final Comments

Product design stands out as a difficult part of business management. If you want to succeed with your product designs, you must improve the user experience. As you hold interviews after users interact with your products, you can figure out what you need to improve.

Make sure you look into your user interviews and apply the tips above. As you do so, you can increase the usability of your products and draw in more customers. 

If you want to learn more about testing your users, read this article : [Moderated remote usability testing: the key to understanding your users' needs"](https://www.odaptos.com/blog/benefits-of-moderated-remote-usability-testing-versus-unmoderated-testing/)


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Planning for your products and perfecting them seems like a difficult task. After all, you need to find out what works, what doesn’t work, and make changes based on the information you collect. Let’s look into why user interviews matter and ways to make improvements, so you can increase usability for your products. 

How to do user interviews for better User experience

Are you relying on data-driven usability testing alone? Did you realize that positive emotional connections with consumers can yield big rewards for your business? 
While fact gathering and comparisons are important, [a study by Harvard](https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it) says that 95% of people buy based on emotions.

This is where emotional-driven testing and design come in. While numbers and scientific data are still important, we can use emotional feedback to create a more well-rounded product.

Emotion also influences consumer loyalty and the quality of the customer journey across all channels. Ensure that your brand image reflects the feelings you want customers to experience when interacting with your digital product or services.

## What is Emotion-Driven Design?

Emotional design is a methodology that has been around for decades but only recently has gained the attention of website designers and developers.

An emotionally driven approach requires understanding the users' goals, motivations, expectations, and attitudes to determine which emotions are most suitable for achieving those goals.

It's about creating engagement with your product through experiences rather than features. When done correctly, emotion-driven design can result in a product that feels more human and natural to the user. 

Emotion-driven design is not about adding emotions for the sake of it, but rather finding the right emotions to evoke the correct response from the user.


## Discover how emotional design affects choices

If you're used to dealing with data-driven design, you may wonder why you should consider emotional design and testing into your routine. 

In simple terms, emotions are an inherent part of human nature; they are what it means to be human. Don't miss out on something as fundamental as that.
Emotion-driven design is a way to lead the decision process through emotions rather than cold hard logic; it engages on a deeper level. 

By creating a positive emotional experience for your visitors, your website becomes a memorable and comfortable place for them to use and return to.

The results? When implemented properly, lifelong loyal customers who buy your products and services will also promote them.

## How is Emotional Design Different from Data-Driven Design?


First, let's compare the two design methodologies and how each approach affects the user experience.

### Emotional Design Defined

Emotional design is all about creating an emotional connection with your customers. The focus is on understanding your customer's emotions and what you want them to feel. It's more creative and considers the user's feelings and responses.

### Data-Driven Design Defined

On the other hand, data-driven design is all about optimizing for conversions - figuring out what data will help you achieve your goals and using that data to make design decisions. It's more analytical and relies on measurable data.

Data-driven design is essential because we need hard data to back up our decisions. However, relying too much on the numbers can often lead to designs that don't resonate with users.

### Comparing the Two

Emotional design can create a better user experience by understanding what motivates people and helping them accomplish their tasks. It's more of an art than a science, while data-driven design can be very scientific and analytical depending on the context. 

This type of design helps create better experiences for your customers by making them feel special. Personalized products or services that cater to your customer's emotions make you stand out from competitors who focus solely on the numbers.

In contrast, data-driven design focuses on short-term metrics such as clicks, conversions, etc., which can help optimize a website or product but don't always create a great long-term user experience. 

When choosing the right design approach, it's essential to understand your company's goals and how you want your customers to feel.

## Testing Human-Centered Design

There is no specific formula for emotion-driven design, here are three human-centred design elements to look for. Your goal is to create experiences that evoke a [dopamine response](https://www.linkedin.com/pulse/designing-ux-neuroscience-how-trigger-4-main-brain-make-gonzalez/) from your users, triggering positive emotions.

### One: Aim for Uniqueness

A unique, creative, or unusual design will always be more interesting. In addition to being memorable, it can also help you stand out from your competition as the "interesting" product in the marketplace.

### Two: Use Empathy

When a designer uses empathy in the process, they are creating for the user. Empathy is key to understanding how people feel and what motivates them. It's not about guessing what people want but rather taking the time to understand their needs.

The CEO of IDEO says, "Design is about empathy and understanding people. It's meaningless without an understanding of what others see, feel, and experience."

### Three: Apply Aesthetic Appeal

As with anything in life, people appreciate beauty. A product or service that looks good will always generate more interest than one that doesn't. People are inclined to think that things that look better will function better, even if they don't.

Perceived usability and value are a real thing, as in the old saying, "It's all in the packaging." This is especially true with a digital products since people are bombarded with visuals online.

### Quantitative and Qualitative Working Together

Next, consider quantitative and qualitative testing methodologies. They both have their place. Use them in conjunction for the best results.

The first, quantitative data, gathers numerical data through surveys, interviews, and website user testing. Relating to the data-driven design, it allows businesses to see what people are saying about their products or services measurably.

The second type of data that we get from testing is qualitative. This refers to the experience when interacting with brands: emotional design.
Emotional data may be quantified and studied - they operate in tandem. User research and product testing are effective in gauging the emotional impact of the product right from the start.

Emotional responses to brands are difficult to measure because they often fall outside the scope of standard research practice, but businesses should still pay attention.

That leads to our next point, using positive emotions to create a better user experience.


## Emotions As a Factor to Improve User Experience

The most successful designs give users an experience that elicits an emotional response. Experience plus emotions is the formula needed to make sure they remember it. 

Consider the following design elements while developing for a positive user experience:

**Behavioral Design**: affects our behaviour as our expectations change.

Behavioural can work as a feedback loop, vital for emotional design. Emotional feedback loops help to understand the user's emotional state and what they want out of the product.

It's worth noting that unpleasant events concentrate the mind on what's wrong; they narrow thought processes and make people anxious and tense. When this happens, expectations take a turn for the worse.

**Visceral Design**: basic instinctual reactions.

Visceral design is all about appealing to our basic instincts and emotions. It's all about creating an immediate emotional response, and it's often very visual in nature. 

It uses intense colours, shapes, and images to create a bold and memorable experience. By using visceral design, you can quickly get your message across and make an impression on your audience.

For example, creating a feeling of safety and trust within an investment app design.

**Reflective Design**: consciously reviewing the past or future.

Reflective is a type of emotional design used to review the past and form future predictions. The reflective design includes recollecting events that may have been traumatic or intense.

The human mind remembers these events with a high degree of clarity, a starting point for emotional design.

This human-centred design methodology often includes narratives, interactive devices, and visualizations to help us process memories from our past or visualize what we want for our future.


## Creating An Emotional Connection with Customers

An effective way to an emotional connection is by appealing to a user's sense of self-identity with questions like:

- What do you like about yourself?
- What would you change about yourself if you could?
- What do your friends think of your identity?
- What do you like to do for fun?
- What makes you happy?
- How do you want to feel?

Another way is by appealing to their emotions. You can do this in many ways, such as:

- Using positive reinforcement
- Making the user feel in control
- Creating an immersive experience 
- Personalizing the interaction 
- Making the user feel special

Now, let's look at some companies that make emotional design look easy.


## Emotional Design Success Stories

We should consider using emotional design for reasons such as:

- We want to create a connection with users, so they'll remember our brand
- To improve the usability of our product or service by increasing engagement and loyalty
- Changing how people feel about themselves, such as through self-improvement experiences
- To encourage social interactions between customers and create free word-of-mouth marketing

Use emotional design to make a lasting impression on users and provide them with an unforgettable experience. 

Examples of companies that excel in these principles are Nike, Apple, Google, and Facebook. They're at the forefront of society and for a good reason.

### Nike

Nike designs their products in a way that connects with its customers emotionally, making it easy for customers to show off their personalities with what they wear.
"A basic design is always functional, but a great one will also say something." - Tinker Hatfield, Nike shoe designer

### Apple

From its very beginning, Apple has focused on creating an emotional connection with its customers. Not only do they make high-quality functional products, but Apple's aesthetics also have quality written all over them. 

Apple's design is consistent, clean, and simple - reflecting what a buyer can expect while using an Apple product.
According to Steve Jobs, "People don't know what they want until you show it to them."

### Google

Like Apple, Google has consistently emphasized using emotional design principles to connect with its customers. You can see it throughout all aspects of the Google experience, from search results to the layout of their products.

One example is personalizing your search results based on your previous activity. It gives you a sense that Google knows and understands you as an individual.

### Facebook

Facebook also uses emotional design extensively to create connections with its users. One example of this is the reactions feature. Facebook wants to connect with its users on a deeper level and empower them to share their feelings.

Another example is Facebook's Messenger app for children under 13 years old. It was essential to create an emotionally resonant design. 


## In Conclusion

Let's face it; people are not rational decision-makers. They often use emotions to guide decisions of all kinds, including purchasing decisions. Because of this, it's incredibly ineffective to only focus on data and the user's end goal. 

Users will frequently go against their objectives in favor of a more emotional experience. 

**The Bottom line: emotions drive human behavior.**

Companies can tap into these needs during their website development process by:

1. Understanding their consumers' emotions
2. Using compelling visuals in the product's messaging to support them 

Don't take emotional design lightly. It's a critical aspect of user experience.

Although both data-driven and emotional design are essential, human-centered design helps companies create an emotional connection with their customers. The relationship lasts longer than data-driven designs can alone.

We're not suggesting that the quantitative UX testing process has no place in website design, but merely that it's less impactful than emotional design.

You can build an exciting and long-lasting website by testing and following the tips and recommendations above.


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Are you relying on data-driven usability testing alone? Did you realize that positive emotional connections with consumers can yield big rewards for your business? 

How emotional synergy in design can transform your user experience ?

## Attract and retain your customers with empathy: follow our practical guide

Understanding empathy is a great start, but if you really want to build empathy into your user experience and increase usability, you will need to approach the design process differently. Here are a few tips:

**1. Listen More**

We all know that asking users questions about their experience is a great way to get valuable information, but you also need to listen to what they say. Often, we “edit” what we hear if it does not match our own thinking. This negates the usefulness of the user interview. So when you ask for feedback from your early users and customers, make sure you really listen to what they say, even if you don’t like it or agree. 

**2. Pay Attention to Things Unsaid**

Many people will give you great feedback when you ask for it, but some don’t. They prefer to “suffer in silence” rather than rock the boat. But the boat needs rocking if you want to build a better product! 

So pay attention to things your users aren’t saying too. Are they avoiding some areas of your site? Not using certain tools or features? Maybe they are too complex or hard to use? Look closely at what people are saying with their actions too. This is not about your emotions either – so don’t see these things as a problem, but rather, as useful information you can use to build a better product. 

**3. Ask for Feedback Often and Regularly**

The key to using the feedback you get from people is not to see this as a “one and done” process. 

Make sure that your approach includes regular requests for changes. Use user interviews to make changes and adjustments, and then ask them what they think of those changes. Asking for feedback at every stage of the process, and then using that feedback to improve the user experience is how you go from an okay product to one that your users love. 

Here are some tips to get the best feedback from testers and early users:

- Ask them nicely – and assure them that they can be honest. Many people don’t want to offend you by telling the truth if the truth is not pleasant, but that’s exactly what you need
- Ask them what they don’t like – the quickest way to get to the root of the problem is to ask for negative feedback. You might not like it, but it’s critical to building a better user experience
- Ask specific questions – don’t ask for general information. Highlight a specific feature or tool, and ask for feedback on that particular thing
- Give them time to respond – people usually need some time to think about their response in order to give you the most valuable information
- Ask the right people – you want to ask people who best represent your users. Make sure your questions go directly to them

**4. Adjust Your Attitude**

When you are using empathy mapping tools to improve your product, you need to be sure that everyone knows they are doing YOU a favour. Make sure this comes across as a question rather than a command, and that you accept whatever is said graciously. Don’t let your emotions get in the way. 

Yes, your product is your baby, and you want to protect it, but don’t allow that to cloud your goal: which is to build a better product and increase usability.

**5. Be More Humble**

Yes, you are very smart. Yes, your product is amazing, and it’s going to change the world. But you’re still just another human being. You need your users to give you feedback, so you can highlight things you might be blind to. It might be a humbling experience, but don’t let your ego get involved. Complete honesty can sting, but it’s critical to great product design. 

**6. Learn More About Empathetic Development Trends**

Getting feedback is fantastic, and it’s always useful to get information from the user's perspective during a user interview or survey. But you also have to know what to do with that information. 

Spend some time learning more about empathy mapping and how it can increase usability and improve user experience. Discover best practices for sifting through the information provided to find the really useful suggestions and allow them to steer you towards a better product design. 

There are several podcasts and TED Talks about using empathy in UX design, so there are a lot of resources out there to get you started. 

**7. Learn What to Use and What to Ignore**

Probably the most difficult thing about using empathy in design is understanding what is important and what is not. 
When you get feedback, look for trends. Ask a larger group of people for feedback, so you can identify things that come up frequently, and put those issues at the top of your to-do list. 

Sometimes, you will get feedback that you can’t change right now. That’s okay too. Add it to a long-term wishlist and be sure to address it later. 

You might also get suggestions that just can’t work with this version of your product. Again, they might be useful in the future, but right now, don’t let them cloud your mission. It’s easy to get obsessed with the things we can’t change, but you need to focus on the things you can. 

Every round of user interviews and feedback gets you one step closer to perfecting your product. But you need to remember to focus on low hanging fruit first, and then work your way towards more complex issues. 

This process can be hard on the emotions – especially when people don’t like the features you were most excited about. It does happen sometimes too. Take everything you discover as a lesson and keep your eyes on the prize: the best possible product you can deliver. 


## Discover the power of empathy: how to give others exactly what they want !

Imagine if you could turn your hopes and wishes for any everyday product into reality. If companies that make products you use every day could somehow read your mind and make changes that you have always thought would improve the product, but never really expected to happen. 

We can’t really do that in our day to day lives, but when developers use empathy mapping and emotional design to build better digital products, we can come close.

Building any product is about solving a problem. It’s about creating a tool that is as useful as possible. When we get that right, we end up with a product that is exactly what our target users want and need, and that means you have something that will “fly off the shelves” in terms of sales. 

It may be a little harder to use empathy in your design process, but it will result in a better product. So put your pride in your pocket, ask people to tell you the brutal, honest truth, and use that information to increase usability and solve problems you didn’t even know existed. 

Now that you know how to tap into the wants, needs and feelings of your user base, be sure to ask for detailed feedback regularly. It’s the best way to build the best product. 

After seeing the role of empathy in UX, discover [How psychology in user research can improve your overall experience](https://www.odaptos.com/blog/understanding-the-psychology-behind-usability/)


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Understanding empathy is a great start, but if you really want to build empathy into your user experience and increase usability, you will need to approach the design process differently

Empathy: the key ingredient for successful UX design

## How user testing can increase your conversions and customer satisfaction

Testing your product throughout the various stages of development is an important part of the process. There are several benefits of testing, helping to produce the best product possible. 

### Benefits of Usability Testing

Whether you’re building a complex accounting product, or a team communication platform, all SaaS products can benefit from testing in the following ways.

- Catch bugs, errors, and gaps early on in the development phase
- Empower developers to write better code
- Contribute to documentation
- Feel confident when making changes as customer demands increase
- Reduce time and effort spent on manual testing
- Improve team performance and overall production quality

While the functionality of your product is important, the emotions of your users are also crucial for creating meaningful experiences. Connecting with your users in a significant way will boost engagement and testing with empathy offers multiple benefits.

### Considerations of Usability Testing

Regardless of your testing method, it’s important to prepare in advance. Keep the following in mind to make the most of your testing phase.

- Run the tests early, and in regular increments
- Incorporate a basic screening procedure for participants
- Determine your evaluation metrics such as error rate, satisfaction rate, etc
- Structure the data for analysis

## How can you improve your product using remote moderated user testing?

Traditional moderated usability testing is a technique that involves the active participation of a trained facilitator or moderator to gauge UX design and how the user responds to your product. Usually, these testing processes involve modern testing tools and are conducted in a UX lab or in a corporate setting. 

**Remote moderated usability testing follows the same principles as the traditional method, but the participant and facilitator are in two different physical locations. **

Both participant and facilitator use an online platform at the same time. The facilitator is able to watch the user complete the tasks and communicate in real-time. Various remote conferencing tools allow the moderator and participant to connect in a meaningful way, from the comfort of their own homes. 

### Benefits of Remote Moderated Usability Testing

**Moderated testing is especially useful for collecting qualitative feedback.**

Moderated usability testing is effective when assessing user emotions and their experience with the product. Consider the following benefits as a starting point.  

- Detailed findings as guided by an intuitive facilitator
- Saves money and time on travel for facilitators and participants
- Recruiting benefit 
- Reduced distraction for participants
- Increased flexibility

Having a facilitator present during the testing creates a dynamic environment and presents opportunistic insights. For example, facilitators can address any challenges or questions that the user experiences during the session. 

They can also determine quality, detailed findings based on nuanced expressions. Understanding the basics of an aesthetic service or product in connection with emotion all plays a part in the [emotional design](https://odaptos.com/blog/what-is-emotional-design/), and how the user responds.

### Considerations with Moderated Remote Usability Testing

For the test to be productive and effective, certain factors need to be considered. Keep the following in mind during a remote moderated usability testing session to ensure that you bypass any hiccups and streamline the process.

- Facilitators need to be available
- Moderators may influence or disrupt the completion or outcome of the task
- Can be more expensive and take more time
- Advanced time and planning is needed to set up meeting software

### Simple tips to achieve the best of your unmoderated user testing

Planning ahead is an essential step to get the most out of remote moderated usability testing. A little bit of preparation can go a long way in making sure that everything goes smoothly, and that expenses are reduced. 

Consider the following tips when preparing for remote moderated usability testing, especially before starting the video conference user interview.

- Prepare pre-session questions to find out about the demographics of your participant
- Select your tasks according to the main goal of the testing
- Research the best platform for your usability test
- Test the platform’s functionality before the appointment
- Encourage participants to think out loud during the process
- Take notes during the testing
- Present the results in a report
- Recruit more users in case of a no-show

## Unmoderated Usability Testing

Unmoderated usability testing serves a similar purpose of testing specific parts of a product, but the testing is completed without a moderator. Normally, this method of testing focuses on certain aspects of the product rather than the holistic user journey. 

**Without a moderator present to ask probing questions and gauge minor responses, unmoderated testing is best suited for quantitative data.**

#### Benefits of Unmoderated Testing

There are notable benefits of unmoderated testing, which is why the method continues to be an active part of the development process. Consider the following as a starting point.

- Quicker than moderated testing which is useful for projects with time constraints
- Easy to orchestrate
- Less chance for bias prompted by the observer-expectancy effect
- More affordable and better suited for tighter budgets

#### Considerations with Unmoderated Testing

While unmoderated testing can be more streamlined and affordable, there are a few missing perks that come with moderated testing. Overall, the process is less thorough and not as suited for qualitative testing. 

Keep the following considerations in mind when organizing unmoderated testing.  

- Loss of substantial insights gathered by a facilitator
- Lack of real-time support to answer questions 
- Quieter than moderated tests, losing out on potential insights
- Users may get distracted
- Not suitable for long and complex tasks
- No direct opportunity to ask follow up questions

Most importantly, the opportunity to ask probing questions is voided without the facilitator offering detailed insight. The role of the facilitator is really important as they help to answer questions and provide motivation for the respondents. 

#### Tips for Unmoderated Usability Testing

Although it's more difficult to monitor emotional responses to the product, unmoderated usability tests can still serve a purpose. Make sure that you consider the following tips when preparing for this method.

- Create simple tasks with clear instruction
- Plan to contact the user after the test for more qualitative insights
- Invite more participants than needed to prepare for no-shows
- Test your usability test before inviting actual participants

## Test your product with a simple and effective method: moderate user testing!

At the end of the day, the best testing method will depend on what type of data you want to gather. The two methods are complementary and both qualitative and quantitative data are needed to produce a successful product. Whichever method you choose to pursue, it’s important to make it an iterative process. 

At Odaptos, we offer a specialized platform in automated user testing. Using our expertise, we design and market a SaaS product to perform usability testing in videoconferencing, analyzing human emotions, and providing detailed results and insights. 

Adopting a moderated usability testing approach is essential if you want to understand the true impact that your product has on end-users. [Get started with Odaptos](https://app.odaptos.com/signup?lang=en) today, and get to the heart of your user’s experience.

Once you've seen the advantages of the different tests, choose the one that's right for you : [Choosing the Right User Experience Methodology](https://www.odaptos.com/blog/testing-your-shopping-cart-choosing-the-right-user-experience-methodology/)


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Let’s explore the differences between the two methods of testing, and which is best for your project. Understanding the benefits of both, as well as the potential drawbacks, will help you get the most out of your project.

Moderated remote usability testing: the key to understanding your users' needs

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Artificial intelligence is becoming more and more common in the tech industry conversations. One of the questions that I ask myself as a designer is “how will A.I.impact my work in 10 years?” My job is mainly directed at designing experiences based on Artificial Intelligence (chatbots, Assistants, Marketing ads, etc), but what if we could use Artificial Intelligence and more specifically Machine Learning to design better user experiences? 

Our first question here at Odaptos was “is it possible to automate design?” With that in mind, we jumped into the long and crucial task of gathering all the documentation on what artificial intelligence could offer. We ended up with a huge list of ideas, some quite crazy, but others perfectly doable, amazing us with the ocean of possibilities that stood before us. The next step was to look at what parts of the design process could be tweaked and how we could improve our own processes as user experience designers. 

Our strong connection to human-centered design drove us to focus our attention on the Empathy Mapping methodology, created by Dave Gray, a method that has gained a lot of traction in the agile community and is now common practice in product design.

## What is Empathy Mapping?

An empathy map is a collaborative visualization articulating what we know about a particular type of user. It externalizes knowledge about users based on what they say, do, think, and feel, in order to A, Create a shared understanding of user needs, and B, aid decision-making.

The process is based on the observation of the user and the attentive record of the user’s expressions, both verbal and non-verbal. The role of the team conducting empathy mapping interviews is to facilitate the manifestation of emotions from the user during the interviews.



## The post-it nightmare

If you are a user experience designer like us, chances are that after an empathy mapping session you are looking at a wall covered by a considerable amount of post-its, asking yourself the question “where do I begin?”. This became our problem to solve.

Typically, after some usability interviews with users, our teams end up with tons of notes in the form of spreadsheets, notebooks or recordings. Then we spend substantial time building those notes into comprehensive summaries and one way of making this happen is to stick the most important elements on a board for the whole team to see.



## Artificial Intelligence to the rescue!

User experience and Artificial Intelligence share a common objective: to predict human behavior and anticipate what will happen next. Language and emotional analysis is a common denominator in both disciplines. It is at that touching point that we saw an opportunity to create something new. Working on it quickly became clear to us that the constant need for teams to gather emotions from the users and the long and tedious process of analyzing results after an empathy mapping interview with several users was a perfect mixture of need/problem.

We identified “4” Ways Artificial Intelligence can change the user experience interview:

**Deep Learning.**  The way we can get the most of what users say during an interview and how we can give value to their expressions.

**Gestural Data.** How we will be able to determine through user actions the non-verbal mind-state of the user.

**Facial Recognition.** The depth of insight we will be able to have when interpreting their emotions and expressions.

**Semantical Data.** Often users give insight in the form of linguistic keys, by expressing themselves in coded phrases that later are analyzed by ux designers to provide meaning. Using Machine learning we can create a deep understanding of users intentions and make hidden information expressed by the users visible.

The combination of these technologies will allow the platform to extract metadata such as concepts, entities, keywords, categories, feelings, emotions, relationships and semantic hints by understanding what users are expressing during interviews. It will then be possible to establish in a more dynamic way the relationships between different categories of data aimed at expressing user emotions, offering designers and product owners real insight from human emotions.

## Conclusion

Artificial Intelligence can speed up the process of emotional design on usability testing, the constant need to gather information from what the user is expressing without the time consuming burden of listening over and over again to multiple interviews is a must in design thinking. In addition, the capacity to overcome classification of data and the collaborative capacities offered by digital environments make the perfect combination of methodologies.



UX and Artificial Intelligence it's now ready to help designers, product owners and companies improve the way they gather information from their users.

How artificial intelligence can change usability testing

## What is a usability test?

First things first, what is a usability test? This is the evaluation of a product to determine if it meets the user-centered purpose. It confirms the effectiveness of the product to the user. Look at it this way; you are designing a social media app for aged persons between the ages of 50 and 65. A good usability test practice would involve inviting representatives of that age-grade before the design of the app, discussing with them about the app and making observations, and also repeating the process during the design of the app and after its completion. 

## Why Should You Run A Usability Test?

The only person that feels the pain from an ill-fitted shoe is the person wearing the shoe. It is easy to conclude that your design is perfect after you make it. Everything might seem great to you. However, it is the user of the product that is in the best position to rate the greatness of the design. Here are some reasons why a usability test should be conducted:

- **Eliminate assumptions:** Instead of working with mere assumptions from other designers and clients, a usability test helps you design a product from backed-up facts. This makes the product more useful, thereby improving the desirability of the product and its market success.

- **Address pain points directly:** When you know pain points, it is easier to address them. By conducting a usability test, you can get firsthand information that shows the wants, needs, and pleasures of the user, and use this information in the design of the product.

- **Avoid unplanned spending:** Product designing can be expensive. If you put a lot of money into the design of a product only to find out that it does not meet the user specification, and it might need redesigning, you might have to spend more money. Also, the time and energy put into the redesign might be a complete waste. 

- **Eliminate unrealistic expectations:** A usability test will give you concrete answers that will eliminate unrealistic expectations. With the feedback you will get, you can determine whether the product is needed, and the exact interface required. This will guide your expectations when the product is finally released. 

- **Track the user's success with your product:** One of the best parts of conducting a usability test is that you have the opportunity to watch your product being used in real-time while getting live feedback. 

## Usability Testing Methods
There are three main methods used in conducting a usability test. They include:
1. Moderated In-Person method
2. Moderated remote method 
3. Unmoderated remote usability testing (URUT)

1. **Moderated In-Person method:** This type of test is usually conducted in a monitored lab to ensure that the participants undergo the test unassisted. Participants are invited to come into a lab where questions will be asked and answered, reviews done and feedback taken. Here, a moderator is physically present to coordinate this review. Participants can ask the moderator questions, and get direct answers.

2. **Moderated remote method:** This is just like the first method, only this time, the moderator and participants are in separate locations. This test is usually conducted online using the screen-sharing method. The moderator can watch the participant’s screen as he uses the product, noting difficulties that are encountered in the process. Questions and answers and feedback are all done virtually. This is how you can perform your tests on our platform!

3. **Unmoderated Remote Usability Testing (URUT):** This method is used when trying to collect information from a lot of people. Afterward, the information is collected and vetted properly. This method is a very inexpensive one. This feature will soon be available on Odaptos, allowing you to retrieve quantitative data in a qualitative way thanks to AI.

## Types of Usability Tests

Different test types are employed to reach different research goals. Here are the four types of Usability tests:

- **Problem discovery:** This method focuses on finding as many problems as possible and trying to solve them. This method is effective during the product development phase. The participants attempt to complete different tasks using the app or website or product to check for predominant problems so that they can be fixed, and the interface can be better. Problem discovery is most effective before and during a redesign. 

- **Eye-tracking:** Here, the moderator can uncover usability problems without interfering with the natural user behaviour. Moderators can tell if the design is optimized for quick scanning by studying the gaze of the user while using the product. This will tell you the general user experience level and help you improve it. 

- **Learnability:** This type of test tells the moderator how easy it is for the user to understand the working principle of the product. This is very important as nobody wants to use a product that is difficult to understand. The learnability method can be quite difficult to gauge since everyone has a different understanding capacity, but with expert skills, a moderator can check the number of errors and the efficiency of the product to the user, and draw conclusions from there. 

- **Benchmark:** This type of usability test shows the usefulness of your product to users. It also shows how users perform key tasks. The problem with the benchmark is that there is a level of artificiality that makes the validity of the findings a bit questionable. To make this method effective, you can ask users to complete some tasks on your product site and complete the same tasks on a competitor’s product site. The results of both will help you note the site that provides the best user experience and make necessary adjustments.

## How To Complete A Usability Test?

Users know exactly what they want, and this is what they give the higher preference. An efficient user test will contain non-leading objective tasks which help the moderator to identify patterns of the user’s pain and pleasure points.

Here is how you can develop a functional usability test:

**1. Get a hypothesis:** Have a hypothesis that shows what is working, and what is not working, and also shows parts of the design that you think need improvements.

**2. Draft out the user-test objective:** Know what you hope to accomplish from the user test. The more tests you run, the more you can be specific with your objectives for the test. 

**3. Create a prototype:** The next step is to develop your test scripts specifying specific tasks that should be completed by the user. 

**4. Ask smart verbal reaction questions after the test:** Some reactions will only be displayed verbally. Ask each participant a question after they have completed the general test. It could be something as simple as: ‘if you had magical powers, what is the one feature you would include in this design?’.

**5. Record answers and conclude.**

## Usability Test Before a Redesign
A usability test should form the fundamentals of the research for the redesign of a product. This means, when you are starting a redesign, part of the data you should be working with should come from a pre-conducted usability test. 
You can use data from the test to know the user’s predominant pain point from the existing design and this can help you avoid making similar mistakes. 

## Usability Test During a Redesign
So, we just took a test before starting the redesign, do we still need another test during the process? Yes, we do! A test at this stage can save you a lot of money. Having a user run through a design in the making stages of the design will identify any loopholes that you might have missed, and give you some finishing ideas that you could use. The user’s excitement, curiosity, and efficiency with the product redesign will tell you how the market will receive your product when eventually released.

## Usability Test After a Redesign
This is the most popular redesign test conducted. The objective is no longer testing the functionality of the product, but testing the user experience with the product functionality. This is the final stage just before the release of the new product. 

The whole idea of conducting tests is to get results from the potential users of a product and use the results to improve the quality and user experience of the product. A lot of manufacturers prefer to do this after-the-design test a few days before the launch of the product. However, this can be very risky. If possible, give yourself ample time between the final testing and the release of the product. 

Now you see why usability testing is important in all phases of a redesign and not just before the launch ! Start testing with Odaptos 🚀




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There is a common misconception that products are only tested for usability after the completion of the redesign. Every actual designer can attest to how false this information is. If you are going to do a user-centered design, then it must undergo a series of usability tests.

When should you do usertesting ?

## What Is User Testing?

User testing is an important part of the UX design process. It usually consists of evaluating a product by researching it along with your representative users.

A product could also be a physical product like a kettle, a bit of code, an app, a website, or an alternative variety of digital interfaces like those found in retail stores. User testing once done best takes the shape of matched interviews that are conducted face-to-face by professional Ux researchers.

This analysis methodology allows deep data to be gained concerning your users' patterns of behavior, preferences, and opinions, to implement this feedback for a lot of victorious products.

Testing early throughout the look method permits you to stop future re-design prices and to launch an easy product. Testing doesn't need an enormous sample of participants since the aim of the session is to collect qualitative information. Remote user testing tools are on the market and help back up face-to-face with bigger numbers, but they ought to not be utilized in isolation unless your budget extremely constricts you.


## The Objective Of User Testing

Usability is the glue that sticks your user to your internet and mobile styles. Well UI style doesn't mean abundant if your users aren't savvy to interact with it. It must be usable, helpful, and credible additionally as fascinating. If the UX factor isn't enough of an incentive, consider it this way: optimizing your usability pays off. A usable internet or mobile application will boost conversion rates, lower support prices, and scale back style and development makeover.
Luckily, it's attainable to optimize your usability. By acting usability take a look at, you'll be able to assess however simply your users can connect along with your UI. These studies assist you to alter your style strategy to profit the user and encourage them to come back to your website and convert.

Testing models or strategies are the ways to conduct a usability study on any interface kind. There are 3 main testing methods; everyone has its strengths and weaknesses 

**Moderated in-person:** A help is co-located with the participant (often in a very lab).

Moderate distance: Participant and helper are in different locations. An application like our Odaptos software allows you to remotely observe the participant carrying out tasks using computer code or a website and allows you to learn about any problems present.

Unmoderated Remote : Apps like usertesting allow tasks to be mechanically administered to participants around the world. You'll gather oodles of information quickly and for a fraction of the price of an in-person test. In many cases, you have a participant screen recording and a digital camera, however, these tests are only available in French, which is why we will soon be offering this functionality to you at Odaptos.

## Types of User Testing Techniques


### The Three Overall Usability Testing Types Include:

1. **Moderated vs. unmoderated**
2. **Remote vs. in person**
3. **Explorative vs. comparative**

#### **1. Moderated Vs. Unmoderated Usability Testing**

A moderated testing session is run face to face or remotely by a trained investigator who introduces the test to participants, answers their queries, and asks follow-up queries. Conversely, an unmoderated take a look at is completed while not direct supervision; participants could be during a laboratory, however, it's doubtful they're in their own homes and/or victimizing their own devices to browse the web site that's being tested.

Moderated tests sometimes produce in-depth results due to the direct interaction between researchers and participants, but they are expensive to prepare and implement (e.g., finding a lab, hiring a trained investigator, and/or compensating the participants). This is why with Odaptos we allow you to perform these tests faster and cheaper thanks to the power of our AI.

Both are viable choices and have their benefits and drawbacks depending on your analysis goals. During this section, we tend to state what tempered and untempered usability testing is, the pros and cons of every, and once to use every variety of usability testing.

As a general rule of thumb, use moderated testing to research the reasoning behind user behavior, and unmoderated testing to check a really specific question or observe live behavior patterns.

#### **2. Remote Vs. In Person**

Remote usability tests are done over the web or by phone; in-person testing, because the name suggests, needs the check to be completed within the physical presence of a UX or researcher/moderator.

Compared to remote testing, in-person testing offers additional knowledge points, since researchers will observe and analyze visual communication and facial expressions. However, in-person testing is usually costly and time-consuming: you have to find a suitable venue, lock in a chosen date, and recruit (and pay) participants.

Remote tests do not normally allow you to go that far in a participant's reasoning, but thanks to our AI we allow you to retrieve all the data necessary to do your tests. They will also allow you to control a large number of people in many geographies using fewer resources.

#### **3. Explorative Vs. Comparative**

These 3 testing strategies generate different types of information:

Explorative tests are open-ended. Participants are asked to brainstorm, provide opinions, and specific emotional impressions regarding ideas and ideas. The data is often collected within the early stages of development and helps researchers pinpoint gaps within the market, establish potential new options, and workshop new ideas.

Assessment analysis is employed to check a user's satisfaction with a product and the way they're ready to use it. It's wont to value the product's general practicality.

Comparative analysis strategies involve asking users to decide on 2 solutions they like, and that they are wont to compare an internet site with its primary competitors.

### Best Practices For Usability Testing

Here are some of the most important ones

#### - **Get Consent**

You should get consent at 2 separate points throughout usability take a look at your test participants. First, at the start of the take a look at so at the tip. Here's why. At the start of the take a look at, you ought to evoke their consent to record the take a look at and also the results. Then at the tip of the take a look at, you ought to evoke their consent to stay the take a look at results and use the info. It is vital to evoke consent doubly as a result of a participant solely featuring a loose plan of what they're willing to do within the starting.

#### - **Be Inclusive**

You should be intentional regarding the folks you wish to participate in your usability check, and you ought to make certain to incorporate people that might have different views on your product. This includes folks of various talents, demographics, usage behaviors, market segments, etc. Being intentional and inclusive in your testing audience can assist you to build higher products.

#### - **Run A Pilot Test**
Before you invite any of your customers or potential customers to pay their time providing you with feedback, certify to pilot your usability check with somebody within your organization, ideally somebody not on your team. Among different things, this enables you to spot aspects of the study or product that are unit obvious to you, however, that will be missing from your study expertise.

#### - **Establish Evaluation Criteria**

You should recognize what success seems like for your product testing and have clear ways in which to spot if and once folks were successful.

#### - **Be Mindful Of The Length**

Your usability takes a look at ought to be solely as long because it has to be for you to own confidence in your results. individuals don't exist to grant you product feedback, and extremely few individuals need to pay all day to evaluate the usability of your product. If you are worried that your take a look at is just too long, pilot it and gather feedback. It's far better to run multiple separate tests than to collect feedback from participants United Nations agency square measure cognitively exhausted as a result of you're asking an excessive amount of them.

### **Conclusion**

User testing, usually speaking, could be a method throughout that associate degree inquirer observes a user's interaction with a product and, supported those observations, spots usability problems.

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User testing is the method of grouping qualitative and quantitative knowledge from the test user, while the user is subject to any or all aspects of a service or product. Qualitative or quantitative knowledge is collected from the user check sessions to boost UX and is finished using numerous ways and typically with the help of a tool or usability testing service.