Why might usability testing benefit me?
Real user feedback often uncovers insight not covered by a heuristics audit.
It's about eliminating unnecessary friction in the design of the website or interface.
The more we learn about the user’s behaviour, preferences and journey, the better.
Back onto the user. Especially valuable if this focus has been lost in an organisation.
When proposing solutions, usability testing can provide reassurance of success before a site launches
Add neuromarketing tools
For a deeper, more accurate and scientific approach, eliminating the risk of confirmation bias.
"OrangeGrove brought an intellectually rigorous, dispassionate approach to our website review, helping us to see beyond existing thought-biases to understand more clearly our audiences’ needs. They were professional, challenging and great fun to work with"
What's the role of neuromarketing in user testing?
User testing is a proven comprehensive way of gaining user-insight and feedback on website journeys. There is no doubt that the results of these tests can be analysed and recommendations for improvements made.
But with anything of this nature, neuroscience and behavioural science tells us that biases can creep in and skew some results.
For this reason, at the very least we recommend combining user testing with an Analytics review.
But wherever possible we would suggest going that additional step to eliminate as much bias as possible by incorporating neuromarketing tools in the usability testing process. Tools such as eye-tracking, GSR & EEG can help us understand the body’s automatic emotional response to see if it aligns with what the test-user says they’re experiencing. It can also pick up on areas of friction which don’t enter their consciousness, therefore resulting in a deeper, more insightful test process.
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We work with people who believe what we believe:
That UX holds the power, and science can help us unlock the secrets