Drawing Your Own Conlusions - an Entrepreneurial Task
This is the final post of a series of four. You can find the previous posts here.
As a product development team, we hold responsibility for our innovation project, and we have (informed!) assumptions to make and decisions to take, right from the start. When we bring in users to test prototypes, user selection and a well-designed test-setup is imperative. Letting the user's actions speak for themselves, taking objective metrics into account, listening to expert opinion.
"user testing done right gives the feedback needed to develop disruptive innovation assertively."
Finally, interpreting what we see. Resorting to generic user testing setups may permit the team to unload some responsibility, but only user testing done right gives the type of feedback needed to develop disruptive innovation assertively.
As product designers, when working with a client's product development team, we often become the first to identify, observe and listen to users in their actual environment; the first testers, and the first to urge our clients to have prototypes tested by real users and to review with experts. We're all for user testing - and we insist on doing it right:
- Identify, observe and listen to your users: from the outset
- Take decisions to innovate: based on insight
- Get expert reviews: check with specialists who get the bigger picture
- check usability of specific routes and touchpoints: by quantifiable A/B user testing
- interpret & draw conclusions to iterate and sculpt a working product
About the author: Heinrich Lentz is the founder of Antimatter, a physical / digital product design agency in Vienna/Austria, and functions as its design director. Previously he has been working in product and ux/ui design for agencies in Austria and Spain and lecturing at IED Barcelona.
This 4-part series was originally published by Heinrich Lentz as a single article on LinkedIn in October 2018.