User research

Usability testing is one of the most reliable ways to validate how effective, profitable, and usable are our products and services. Usability testing helps identify problems, uncover opportunities, and learn about the users’ behaviors and preferences.

When I was part of the team of The Cocktail in Colombia, we carried out several usability tests along with the Analysis team in Mexico. All sessions were recorded to work afterward with the team and establish the most appropriate strategy that would allow us to meet the business requirements of our clients.

These are some screenshots of usability testing for the BBVA Credit app.

bbva_usertesting

Some companies want to test the efficiency of their functionalities and components and get feedback from their customers quickly. A smaller-scale alternative to usability testing is A/B testing. When I was part of the team of Comparamejor.com, for instance, we carried out many tests using A/B testing along with the marketing team. Those tests gave us a quantitative understanding of what options the customers preferred. A/B testing was beneficial to make quick, both strategic and technical, decisions with the team. Afterward, we arranged some interviews with some representative customers to understand the reasons behind their preferences. 

The images below show three different versions of the same form that we ran simultaneously to measure which performed the best.

CM quote form opt 1
CM quote form opt 2
CM quote form opt 3

When it is possible to do usability testing, it is essential to make a plan that describes how the test will be carried out, who the participants are, what tasks will be performed in each session, and what resources, both technical and human, are necessary. At Clavister, one of the main reasons to run a usability test was to know how the most representative users complete their daily tasks using its products. It was an exciting challenge because I would run usability testing of a product with a high level of complexity.

Test planning

The image below shows how we carried out the test planning in collaboration with some researchers at Karlstad University. They would help us recruit more participants, conduct some interviews, and gather their observations during the sessions. In the end, we would draw some conclusions comparing our results and findings.

user_testing1
user_testing2

Check out other projects

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Do you have questions or comments? Contact me!

Do you have questions or comments? Contact me!