In the realm of digital products, the user experience is what determines success. Snapchat’s 2018 redesign disaster saw a major interface overhaul that led to 1.2 million users signing a petition for its reversal. This demonstrates why usability testing is crucial in understanding how users interact with a product. Experts estimate that investing $100 in UX yields a $100 return, underscoring the importance of conducting thorough usability test during product development.

Usability testing is a proven method of understanding how users interact with a product. It is no wonder that usability assesses not just the efficacy of a product but also explores its design and iterative processes, offering insightful information on updates needed. This blog delves into the definition of usability testing and its role in facilitating successful project discovery.

What Is Usability Testing?

In the simplest terms, usability testing involves real users assessing their experiences with a product. An example is Netflix’s continuous refinement of its recommendation system. Through extensive usability testing, they discovered that users lose interest if they don’t find something to watch within 90 seconds. This insight led to their current personalized thumbnail system, which improved user engagement by 20%.

Usability testing helps developers to understand how intuitive, efficient, and satisfactory a product is. It’s a continuous feedback loop that tests whether or not the product design enables the user to carry out tasks proficiently. In contrast with other types of testing, usability tests focus on user interactions instead of detecting software bugs or functionality. This has become an invaluable aid in creating user-driven products.

In digital project discovery, usability tests validate assumptions about user needs. For instance, when Duolingo was developing their streak feature, usability testing revealed that users were more likely to maintain daily practice if they had something to lose—leading to the introduction of the “streak freeze” feature that now keeps millions of users engaged daily.

With these first-stage findings, developers can make changes to the product’s design and functionality. This makes it easier for a product to align with what real users expect.

Types of Usability Testing

The product’s development phase, the target user base, and the study’s objectives determine the conduct of usability testing. There are several usability testing methods, which bring different useful insights.

#1 Moderated and Unmoderated Testing

Moderated Testing

Imagine a scenario where Spotify is testing a new playlist creation feature. A facilitator watches as users attempt to merge multiple playlists, thinking aloud about their experiences. This direct observation revealed that users expected a drag-and-drop feature rather than the planned multi-step process, leading to a complete redesign before launch.

In this usability test, a facilitator works through the activity alongside the participants, observing and following up with questions to gather in-depth insights. This helps collect qualitative data and explore the “why” related to user behavior.

Unmoderated Testing

Companies like Amazon regularly employ unmoderated testing for their search functionality. In one case, they collected data from users trying to find specific products, leading to the implementation of their “customers who bought this also bought” feature.

Users perform tasks independently without the presence of a live facilitator. This is a quick method that generally enables the collection of a much larger data set with the assistance of usability test tools.

#2 Quantitative and Qualitative Usability Testing

Quantitative Testing

When a ride-hailing app redesigned their driver app, they tracked specific metrics.

• Time to accept a ride (reduced from 8 to 4 seconds)
• Navigation error rates (decreased by 50%)
• Earnings tracking accuracy (improved by 35%)

This type of test aims to establish numerical data—such as task completion rates, success rates, and time on task. It is useful for monitoring users’ performance.

Qualitative Testing

During Airbnb’s development of their “Experiences” feature, in-depth interviews with hosts revealed unexpected concerns about liability and scheduling flexibility, leading to the implementation of their current robust hosting guidelines.

This type of test is far more exploratory and typically involves open-ended questions and observations to gain in-depth insights into user experiences.

#3 Remote and In-Person Testing

Remote Testing

During the COVID-19 pandemic, Zoom conducted remote usability testing with teachers, leading to the development of specific features like “raise hand” and breakout rooms.

It is particularly beneficial for products with dispersed user demographics. Remote usability testing is usually the least expensive and most accessible since participants can undergo the tests in their own environments.

In-Person Testing

When Apple was developing Face ID, in-person testing was crucial as they needed to observe users’ physical interactions and immediate reactions to failed attempts, leading to the “attention awareness” feature.

It is more suitable for in-depth feedback. This format allows the direct observation of body language and reactions from the user. This can often be useful for usability tests requiring more detailed feedback.

Importance of Usability Testing in Product Discovery

Usability testing plays a crucial role in the product discovery process by providing verified user feedback, thereby preventing the team from making unnecessary assumptions. Let’s examine how usability testing can assist in product discovery.

#1 Empowers Data-Driven Decision Making

Usability testing transforms assumptions into verified data, which informs any product decisions. Running tests on products with real users gives clarity for developers to make accurate and informed decisions. For digital product discovery, the usability testing tool yields metrics such as task completion, error rates, and user satisfaction scores.

By refining the product discovery framework with such information, we ensure that all upcoming design decisions are based on genuine user input. For instance, usability tests will uncover areas in the UX that have usability issues. It can also aid in identifying the most engaging features for a product. This will enable designers to make data-driven decisions when implementing and improving on the product’s features.

#2 Prevention of Costly Design Mistakes

Early usability testing in the product discovery framework allows for the identification of potential issues before the product reaches users. Early detection not only saves costly resources but also enables the early correction of usability errors.

Developers can make adjustments before the product is ready, for instance, if users frequently struggle to understand a feature. Compared to launching the product into the market, this early correction will incur little to no additional costs.

A classic example is Google’s mistake with their initial release of Google Wave. Limited usability testing led to a complex interface that users couldn’t understand, ultimately leading to the product’s failure. In contrast, Gmail’s successful introduction of categories and tabs underwent six months of usability testing, preventing potential user exodus.

#3 Supports Accessibility and Inclusive Design

Consider Microsoft’s Xbox Adaptive Controller development process. Usability testing with gamers with limited mobility revealed the need for programmable inputs and compatibility with external switches, creating a truly inclusive gaming experience.

Usability testing that includes diverse participants expands product capabilities as it identifies accessibility issues that may have gone unnoticed. As many people as possible can use developers’ accessible products. This can include people with visual, physical, cognitive, and auditory requirements.

Inclusive usability testing methods such as mixed, remote, and moderated sessions allow for possible design improvements to accommodate users with diverse capabilities and needs. Such inclusivity ensures broader usability and positions the product for more significant success in an expanded, inclusive market.

#4 Increased Relevance and Product-Market Fit

Take Pinterest’s journey to product-market fit. Early usability testing revealed that users wanted to organize pins into multiple boards rather than just one collection, fundamentally changing the platform’s direction and leading to its current success with over 450 million active users.

Usability tests give teams insights into how users will react to the designs. This understanding is important so that the product aligns with their expectations and needs. The detailed feedback from usability testing enables teams to provide more product features, thereby satisfying users better. This is essential in competitive industries, wherein even a slight usability issue could impair a product’s reception and retention.

#5 Encourages Agile Development and Iteration

Discord evolved from a gaming chat platform to a comprehensive communication tool. Regular usability testing revealed that users were creating servers for non-gaming purposes, leading to features like community servers and topic-based channels.

Usability testing is one of the strongest promoters of continuous improvement. It is common for product discovery to be iterative in nature, and usability testing complements this process by ensuring that continued feedback is available at regular intervals.

Conducting usability testing throughout the project discovery process helps the team constantly obtain information. This way, teams are able to adjust and refine the features in a step-by-step manner, ensuring that the design remains current and user-oriented. This contributes to the development of a more adaptable and relevant end product.

#6 Builds Trust and Loyalty with Users

Banking apps demonstrate this perfectly. Through iterative usability testing, they discovered that users check their balance an average of 5 times per day. This led to the development of instant balance widgets and notifications, resulting in a 40% increase in daily active users.

A seamless user experience leads to customer satisfaction. When users easily use a product, satisfaction increases, and loyalty grows, which is so critical for long-term engagement. Usability testing creates an excellent experience that boosts brand perception, as users perceive the product as intuitive and trustworthy.

For instance, the team can improve the layout if users perform usability testing and find the app interface confusing, resulting in a more intuitive experience. The outcome? The outcome includes satisfied users, a better image of the brand, and an increase in loyalty.

How We Can Help

North South Tech brings usability testing expertise directly to your digital product development cycle. We validate design decisions through comprehensive user testing, transforming raw data into actionable insights that shape intuitive, market-ready products.

Our specialized protocols have helped companies reduce development costs by identifying usability issues early while increasing user satisfaction through evidence-based improvements. The digital landscape demands products that users love and trust—we combine proven testing methodologies with deep technical knowledge to deliver exactly that.

Send us a message to discover how data-driven usability testing can elevate your next digital project.