User research & testing (read this before getting started)

In this article, we'll explain what is the difference between user testing and user research. And walk you through each so you can start your preferable method.

What is user research and testing?

User research and user testing are used interchangeably.

But they are not synonymous.

With user research and user testing, design efforts are more targeted. And more likely to pay off.

These are methodologies used to uncover users' insights and make human-centered decisions from strategy and concept, to design and delivery.

What is user testing? (explained in more detail)

User testing (i.e. usability testing) is a type of user research in which participants perform tasks so designers can find out what problems they face.

Examples of user testing research methods:

• First click testing: As the name suggests, the test examines where users click first. Designers optimize test navigational elements to identify where users drop off most frequently.
• Interviews in UX research: Typically include one participant, in which a UX researcher ask questions. UX strategists recruit, plan, schedule, conduct, and analyze user interviews (e.g. view upcoming sessions, manage hosts, or update the video links).
• Preference testing: The test evaluates users' preferences. Designers test products, videos, logos, packaging, animation to create products their target audience will actually use.
• Prototype testing: It shows how users navigate your interactive prototypes at every stage of the design process. There are two test types: Free flow in the exploration phase and task flow for testing goal-oriented flows.
• Recordings: Helps UX/UI designers gain insight into the users' experience with audio, screen, and video recordings on unmoderated tests. They can capture their users' thoughts and insights.

This methodology helps design and development teams figure out if an existing solution is meeting user expectations, what exactly drives their behavior and decisions.

Now, let’s see what user research is and how user research and usability testing stack together.

What is user research? (explained in more detail)

User research is a powerful method that gathers information from users, so you can validate your assumptions and create products your target audience will enjoy.

It's the practice of studying user interactions to build empathy for users to make the right decisions. The ultimate goal is to build better product experiences. And create solutions people actually need.

User research testing can be qualitative or quantitative.

While the quantitative UX research involves collecting and analyzing data from users to answer questions like "how much?", "how many?", and "how often?", qualitative UX research assesses behaviors and beliefs, answering the question: "Why?".
User Interviews

Examples of user research methods:

1. A/B tests

A/B testing is a method that helps designers compare two versions of a product, feature, or user experience (UX).

The goal is to determine which one performs better. It enables designers to learn about user behavior and identify key pain points and challenges in the user interface before launching a brand.

When you want to efficiently validate that you are on the right track, A/B testing is a good way to identify user needs and drive the right solutions.

Here are the questions A/B testing helps you answer:

• Which version or specific aspects of your website (or app) generate a higher conversion rate?
• What kind of user interface encourages users to make a purchase/subscribe/book a demo/create an account?

You can check out the real A/B testing example explained in our design cycle blog post.

2. Focus groups

In a focus group, designers bring together 5–9 users to discuss issues about the user interface and main features in web projects. The focus group lasts about 2 hours.

3. Card sorting

Card sorting in UX is a research method in which designers and UX researchers ask users to group ideas written on cards and divide them into categories.

Card sorting is useful for:

• Understanding how users expect the structure of your website’s information architecture to be organized.
• Understanding how users group content or ideas (i.e. where they expect content to be found)

Now, when you know that each of these user research methods can help you identify issues that wouldn't be uncovered otherwise—and create the user-friendly product—you can provide the best experience for your users.

How do you approach user research and user testing?

It’s important to choose the right design survey method.

When selecting the the user research and usability testing, consider the type of data you need—whether quantitative or qualitative—and the timeline of your web or product design project.

For instance, longitudinal surveys collect data at multiple intervals over a set time period to track changes in key variables.

Cross-sectional surveys, on the other hand, gather data at a single point in time for immediate insights.

Ask yourself:

• Will you collect quantitative data (what, how many, how often) or qualitative feedback (why)?
• Which customer segments can give you the insights?
• Should the survey be longitudinal, tracking responses over time?
• Should the survey be cross-sectional, gathering data at one specific moment?

Once you’ve defined your goals, it’s time to improve your product or service for your users.

Conclusion

The confusion about the difference between user research and usability testing is now a thing of the past.

Now you finally know how to do user research and testing UX.