Be honest...when's the last time you user tested your product?

Every quarter? Once a year? Never?

If you are one of the few that can answer "We run moderated user testing every quarter," you get a gold star, and I would love to learn how you have built processes that make this easy to execute. User testing is talked about often, but seldom practiced in it’s most effective form: moderated user testing.

The most insightful form of user testing is moderated user testing, where there is a trained guide helping with individuals who are fresh to the process through the test. These "virgin" testers, who have never participated in such tests before and are unaware of the product or site they'll be evaluating, offer the most unbiased and authentic feedback.

One crucial aspect often overlooked is the element of surprise. If a tester knows in advance what product they'll be testing, they're likely to try to “do their homework” which can skew their natural reactions and first impressions. And it's these first impressions that are gold. Do they understand your offering? What questions arise immediately? How do they go about seeking answers?

Equally important is the avoidance of "professional" user testers. These are individuals who frequently participate in user testing for sites like usertesting.com, often as a side hustle for extra cash. The issue with these testers is their tendency to see themselves as UX experts, leading to generic advice that doesn't represent the thoughts and reactions of a genuine first-time user.

Another key factor is moderation. It's far simpler to conduct unmoderated user testing and just record the tester’s screen and audio, but having a moderator present to prompt the tester to articulate their thoughts, delve into areas of interest, and keep the session on track is crucial. This interaction helps capture authentic, valuable insights that unmoderated sessions often miss.

Despite its importance, moderated user testing is rare due to the logistics involved. Recruiting virgin testers, ensuring technology compatibility, having adept moderators, and processing the results effectively are all daunting tasks. Yet, it's arguably the most crucial step you can take to boost conversion rates, inform your product development pipeline, and more.

Businesses operating at scale should aim to conduct moderated user testing quarterly, testing any new product elements and revisiting existing to ensure continued comprehension and efficiency. I built our team internal testing capabilities at multiple companies, but as a consultant I don’t have this as an option. Fortunately I have found a great agency that specializes in moderated user testing as a service (MUTAAS?). Feel free to contact me for an introduction if you’d like to chat with them. If you want more detail or want to build this capability internally for your team, check out the classic, ultimate instruction manual for user testing: “Don’t Make Me Think, Revisited” by Steve Krug.

Remember, in the world of digital products, user testing isn't just a nice-to-have; it's a must-have. Don't be the business that overlooks this crucial step. I can guarantee that you will find multiple jaw-dropping issues with your product the first time you test your product the right way.

Image courtesy of ChatGTP, prompted with “Please give me the perfect image for this post in a modern minimal 1960s style in grayscale with no text on the image”.