Overview of quantative and qualitative testing methods, and when to use them in web and digital projects.

1. UX DESIGN
TESTING
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2. How Can Testing Help Us?
Design:
- Objectively address subjective preferences like button color or image selection.
- Surface usability and visibility issues early, like CTA identification.
Dev:
- Identify usability obstacles or unexpected behavior.
- Confirm usability and functionality specs are met.
Clients:
- Improved performance in visibility, usability and sales that will pay for early testing costs many
times over in the longrun.
How to Choose:
- Choosing the right test matters. We’ll look at examples of how to choose what test for when.
- Qualitative: Identifies individual preferences and is emblematic, not statistically significant.
- Quantitative: Identifies statistically significant trends.
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3. When to Test
Beginning (wireframes):
Test early in the process, during wireframes, to identify, modify and confirm issues like information
architecture and user flows.
Middle (design):
Test during design to confirm information architecture and navigation flows, task completion,
identify user expectations and new issues that didn’t surface early, and start to gauge aesthetic
preferences like image selection.
End (dev):
Test the functional prototype to confirm usability, identify task completion and obstacles, and
confirm successful feature completion on an unbiased group or people.
After (Optimization):
Continue testing in an ongoing program to continuously optimize an application.
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4. Qualitative
Testing
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5. Overview: Qualitative Testing
Qualitative testing seeks an
in-depth understanding of
individual behaviors that address
“why” and “how” decisions are made.
Qualitative methods require fewer numbers
of subjects, and focus on deeper analysis of
anecdotal outcomes that are likely
emblematic of larger trends.
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6. Usability Testing
Usability testing focuses on efficiency and accuracy of task completion, and emotional reactions.
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7. Focus Groups
Typically a group of 5-15 people, facilitated by a trained moderator, to free associate around
a set of guided concepts and provide reactions.
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8. Eye Tracking
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9. Q/A + Acceptance Testing
The final step before a website release, this process verifies successful
completion of a pre-defined feature list.
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10. Quantitative
Testing
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11. Overview
Quantitative testing is metrics driven and ideally show statistically significant outcomes with
associated confidence levels.
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12. Heat + Click Maps
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13. A/B (Split) Testing
MUST test only 1 difference
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14. Multivariate Testing
A/B testing on steroids. Same pros and cons apply, but you need even more
traffic.
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15. Surveys
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16. Conversion Tracking
Track short and long-term conversion paths across a variety of variables.
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17. THANKS!
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18. Resources
● Don’t Make Me Think! Steve Krug
● Book Title // Author // Link
● Book Title // Author // Link
● Book Title // Author // Link
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