When users are using your website, the usability of the website should be such that it should not make them think too hard. You should not make them feel stupid, nor should you refer them to help screens. You can simply avoid this by observing your users while they are interacting with your website.
The job of web designers and developers is to design and build the website for the end users and not for themselves. Web designers and developers often forget they are not the typical users. Developers have far more knowledge than the average people who are going to use it. Being expert in their field, owners use jargon and assumptions that are alien to their customers. Once you have been working on a project for quite some time, it is normal to forget that others are not so familiar with what you do and they even don’t understand your terminology or logic. There are high chances of what may seem obvious to you may be confusing to the actual users. It is therefore important to involve the end users in the design process and not leave them behind, else you might be left behind by the users, once the website/product is launched.
Usability testing is an important aspect of any user-centered approach that puts the user at the center of the process. By doing this, you will save a lot of resources and the end users will be happy when they get what they expect from your website/product without any issues. Users tend to return to use your product or service over and over again if they have good experience while using the product.
According to International Standards Organization (ISO 9241-110):
“Usability is the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.”
Why is this so important for web design and what will it add more to your business?
An effective website:
- Allows users to achieve their goals
- Meets business objectives
- Has a high conversion rate
- Delivers positive brand image
An efficient website:
- Has a logical work-flow
- Quickly provides answer or feedback
- Doesn’t waste resources
- Consumes less content management time
A satisfied user:
- Achieves their goals
- Has a good experience
- Comes back again
- Recommend other
Usability testing will help you know where the scope is for improvement in your website. It will help you achieve a high return on your investment.