{"id":19675,"date":"2025-02-18T10:00:51","date_gmt":"2025-02-18T09:00:51","guid":{"rendered":"https:\/\/then.agency\/articoli\/usability-test"},"modified":"2026-10-07T22:33:43","modified_gmt":"2026-10-07T21:33:43","slug":"usability-test","status":"publish","type":"post","link":"https:\/\/then.agency\/en\/articoli\/usability-test","title":{"rendered":"Usability Test: a guide for designers, product and UX teams"},"content":{"rendered":"<p>Imagine designing an app that is perfect on paper. Beautiful, clean, functional. But as soon as you put it in users&#8217; hands, they get lost. Nobody understands how to sign up. Nobody completes a purchase. The problem is not in the code, but in the experience. And this is where <strong>Usability Tests<\/strong> make the difference.<\/p>\n<p>Usability tests let you understand how people really interact with a digital product. Not to collect opinions, but to observe behavior. In this article we will see what a usability test is, why it is essential in any digital project, and how to run it effectively.<\/p>\n<h2>What is a Usability Test<\/h2>\n<p>A <strong>Usability Test<\/strong> is a qualitative research technique in which real users try to complete concrete tasks within a digital product. The goal is to <strong>identify usability problems<\/strong>, discover what gets in the way of the experience and find solutions before it is too late (or too expensive).<\/p>\n<p>As <a href=\"https:\/\/www.nngroup.com\/articles\/usability-testing-101\/\" target=\"_blank\" rel=\"noopener\">Nielsen Norman Group<\/a> explains, tests are used to measure:<\/p>\n<ul>\n<li>\n<p>Learnability<\/p>\n<\/li>\n<li>\n<p>Efficiency<\/p>\n<\/li>\n<li>\n<p>Memorability<\/p>\n<\/li>\n<li>\n<p>Error reduction<\/p>\n<\/li>\n<li>\n<p>Satisfaction<\/p>\n<\/li>\n<\/ul>\n<p>A well-run test turns hypotheses into insights, letting you design with real evidence.<\/p>\n<h2>Why run Usability Tests<\/h2>\n<h3>1. You reduce project costs and risks<\/h3>\n<p>IBM has shown that <strong>fixing a problem before development can cost up to 100 times less<\/strong> than correcting it after release. Tests help you prevent expensive mistakes.<\/p>\n<h3>2. You increase conversions and performance<\/h3>\n<p>According to <a href=\"https:\/\/go.forrester.com\/blogs\/roi-of-user-experience\/\" target=\"_new\" rel=\"noopener\">Forrester<\/a>, every dollar invested in UX generates an average return of 100 dollars. Finding bottlenecks in the user flow improves concrete KPIs.<\/p>\n<h3>3. You improve retention<\/h3>\n<p>According to <a href=\"https:\/\/www.nngroup.com\/articles\/how-long-do-users-stay-on-web-pages\/\" target=\"_new\" rel=\"noopener\">Nielsen Norman Group<\/a>, <strong>users decide whether to stay in less than 5 seconds<\/strong>. A non-intuitive experience means lost attention (and revenue).<\/p>\n<h3>4. You make data-driven decisions<\/h3>\n<p>A usability test helps you understand the &#8220;why&#8221; behind behavior, avoiding internal bias and subjective preferences.<\/p>\n<h2>When to run a Usability Test<\/h2>\n<h3>Early stage (prototypes)<\/h3>\n<p>Testing wireframes or low-fidelity prototypes helps validate the architecture and flows before investing in development.<\/p>\n<h3>Pre-launch stage (beta or finished product)<\/h3>\n<p>A test on high-fidelity prototypes lets you spot problems before going live.<\/p>\n<h3>Post-launch stage (live products)<\/h3>\n<p>Post-release tests are used to monitor real user behavior and improve over time.<\/p>\n<h2>How to run a Usability Test: a 6-step methodology<\/h2>\n<h3>1. Define the test goals<\/h3>\n<p>Every test must answer a specific question, such as &#8220;Can the user complete a purchase?&#8221; or &#8220;Do they understand the menu labels?&#8221;.<\/p>\n<h3>2. Recruit representative users<\/h3>\n<p>5 users are enough to catch over 80% of problems, as <a href=\"https:\/\/www.nngroup.com\/articles\/why-you-only-need-to-test-with-5-users\/\" target=\"_new\" rel=\"noopener\">this NNGroup study<\/a> shows.<\/p>\n<h3>3. Design tasks neutrally<\/h3>\n<p>Tasks must reflect real scenarios, avoiding overly guided instructions. For example: &#8220;Find an offer under \u20ac30&#8221; is more useful than &#8220;click on &#8216;Filters'&#8221;.<\/p>\n<h3>4. Choose between moderated and unmoderated tests<\/h3>\n<ul>\n<li>\n<p><strong>Moderated<\/strong>: more in-depth, suited to qualitative insights.<\/p>\n<\/li>\n<li>\n<p><strong>Unmoderated<\/strong>: fast, scalable, ideal for frequent testing.<\/p>\n<\/li>\n<\/ul>\n<h3>5. Record and observe behavior<\/h3>\n<p>User behavior says more than their words. Record the sessions and analyze what happens, where they get stuck, where they hesitate.<\/p>\n<h3>6. Analyze the results and make recommendations<\/h3>\n<p>Insights must be turned into concrete actions: problems, causes and solutions must be clear, prioritized and shared with the team.<\/p>\n<h2>Qualitative or quantitative? Both<\/h2>\n<p>Qualitative tests observe behavior. Quantitative tests add objective measurements:<\/p>\n<ul>\n<li>\n<p>Average time to complete a task<\/p>\n<\/li>\n<li>\n<p>Success rate<\/p>\n<\/li>\n<li>\n<p>Error rate<\/p>\n<\/li>\n<li>\n<p>SUS Score (System Usability Scale)<\/p>\n<\/li>\n<\/ul>\n<p>Quantitative data is useful for comparing versions or tracking trends over time.<\/p>\n<h2>Tools for Usability Tests<\/h2>\n<p>Here are some professional tools for testing usability:<\/p>\n<ul>\n<li>\n<p><strong>Maze<\/strong> \u2013 remote unmoderated tests<\/p>\n<\/li>\n<li>\n<p><strong>Lookback<\/strong> \u2013 moderated tests, built-in recording<\/p>\n<\/li>\n<li>\n<p><strong>PlaybookUX<\/strong> \u2013 mixed tests with automation<\/p>\n<\/li>\n<li>\n<p><strong>Useberry<\/strong> \u2013 quick tests on Figma prototypes<\/p>\n<\/li>\n<li>\n<p><strong>Qualtrics<\/strong> \u2013 quantitative tests and feedback at scale<\/p>\n<\/li>\n<\/ul>\n<h2>The Then approach to Usability Tests<\/h2>\n<p>At Then, usability tests are a core part of the <strong>UX\/UI Design<\/strong> process. We use them to:<\/p>\n<ul>\n<li>\n<p>Validate concepts and flows at an early stage<\/p>\n<\/li>\n<li>\n<p>Optimize conversions and interactions<\/p>\n<\/li>\n<li>\n<p>Improve products that are already live<\/p>\n<\/li>\n<\/ul>\n<p>Every test is <strong>customized<\/strong> to the project and its goals. We use hybrid approaches (moderated and unmoderated), supported by <strong>senior UX researchers<\/strong>. The result? Practical, prioritized insights that can be acted on right away.<\/p>\n<h2>Best practices for effective tests<\/h2>\n<ul>\n<li>\n<p><strong>Test early and often<\/strong>: better to iterate than to fix late<\/p>\n<\/li>\n<li>\n<p><strong>Avoid confirmation, look for problems<\/strong><\/p>\n<\/li>\n<li>\n<p><strong>Involve the team in the tests<\/strong>, including business roles<\/p>\n<\/li>\n<li>\n<p><strong>Record everything<\/strong>, videos say more than a thousand words<\/p>\n<\/li>\n<li>\n<p><strong>Act on the insights<\/strong>: every test must lead to an improvement<\/p>\n<\/li>\n<\/ul>\n<h2>Conclusions<\/h2>\n<p>Usability Tests are not just a technical activity. They are an act of listening. A way to put the user at the center, not in words but in fact.<\/p>\n<p>Testing with users combines well with a <a href=\"https:\/\/then.agency\/en\/solutions\/ux-audit\">UX Audit<\/a>: expert review by senior specialists finds the obvious problems, while tests verify those that only real use reveals.<\/p>\n<p>At Then, we test usability to concretely improve the effectiveness, simplicity and impact of digital products. If you want to understand how your users really experience what you designed, testing is the first step.<\/p>\n<p>Contact us now, we will help you design with evidence, not assumptions.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Observing real users to find where the experience breaks, before investing in development.<\/p>\n","protected":false},"author":10,"featured_media":17547,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_title":"Usability testing: what it is and how to run a test","rank_math_description":"What usability testing is, when you need it, how many users to involve and how to read a test to decide what to fix.","rank_math_focus_keyword":"usability test","fonti_articolo":"<ul>\n<li data-start=\"232\" data-end=\"338\"><a href=\"https:\/\/www.nngroup.com\/articles\/usability-testing-101\/\">Nielsen Norman Group \u2013 \u201cUsability Testing 101\u201d<\/a><\/li>\n<li data-start=\"232\" data-end=\"338\"><a href=\"https:\/\/www.nngroup.com\/articles\/why-you-only-need-to-test-with-5-users\/\">Nielsen Norman Group \u2013 \u201cWhy You Only Need to Test with 5 Users\u201d<\/a><\/li>\n<li data-start=\"232\" data-end=\"338\"><a href=\"https:\/\/www.nngroup.com\/articles\/how-long-do-users-stay-on-web-pages\/\">Nielsen Norman Group \u2013 \u201cHow Long Do Users Stay on Web Pages?\u201d<\/a><\/li>\n<li data-start=\"232\" data-end=\"338\"><a href=\"https:\/\/go.forrester.com\/blogs\/roi-of-user-experience\/\">Forrester \u2013 \u201cThe ROI of User Experience\u201d<\/a><\/li>\n<li data-start=\"232\" data-end=\"338\"><a href=\"https:\/\/www.qualtrics.com\/experience-management\/product\/usability-testing\/\">Qualtrics \u2013 \u201cUsability Testing Overview\u201d<\/a><\/li>\n<\/ul>\n","riassunto":"<p>An app that is perfect on paper. Then you put it in someone's hands and nobody understands how to sign up.<\/p>\n<p>A usability test is there to see that moment. It does not collect opinions, it observes behavior while people try to do something concrete.<\/p>\n<p>When it makes sense to run one, on prototypes, before launch or on a product that is already live, and the six-step method, from goals to recruiting to writing neutral tasks, which is where most tests get ruined.<\/p>","footnotes":""},"categories":[52],"tags":[],"class_list":["post-19675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"_links":{"self":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts\/19675","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/comments?post=19675"}],"version-history":[{"count":0,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/posts\/19675\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/media\/17547"}],"wp:attachment":[{"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/media?parent=19675"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/categories?post=19675"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/then.agency\/en\/wp-json\/wp\/v2\/tags?post=19675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}