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We've already spoken to you about the importance of user feedback.
Learning from and responding to feedback is incredibly important.
But now, let's hear from the expert about their real world experience using
feedback to learn about their customer's needs and to better their product.
>> So I am VP of mobile a UserTesting, and
UserTesting is a company that lets you get really, really fast turn
around videos of normal people using your application or website.
So you come to us, you define the test you need, the demographics, and
you get videos back often in as little as an hour.
So it's a really fast turnaround.
So what you can learn on the marketing side is getting more insights into
what's going on in the heads of your customers and how well are you matching
what's happening in what they're thinking about.
So it can be early stages when you're working on your marketing materials,
testing it out on people, finding out what sorts of things they respond to
well and which things they don't like.
Or it can be later on,
after you've launched when you're looking at analytics or
things like that and trying to get more insights on the behaviours that
you're seeing in what customers are doing.
So times when you can use user tests just alone, there are two categories.
One is when you're really interested just in understanding emotional context,
because analytics won't give you that stuff at all,
it's like how are they feeling about it, are they feeling engaged,
are they interested, are they feeling like they're making progress?
And sometimes when I watch the videos, I actually just look for
tone of voice more than anything else.
So for example, if you're testing an app and at some point during the test,
the user sighs, they do this [SOUND], you know you're in deep, deep trouble.
I mean, it could be a in foreign language.
If you just hear, or the tone of voice is, well, you kind of get that trailing
off tone of voice, what that is telling you is that you are failing to grab them
emotionally which means you are not creating the motivation which will cause
them to come back in the future to use your app again and
you've really got a problem that you need to go dig into.
I think the second place where the user test can stand alone is when
the conclusions are so clear that, hey we don't need [LAUGH] analysis on this,
it's really obvious what's going on.
And one class of these is when you find that there's particular language or
maybe an icon design or something like that that just doesn't work for them.
And a lot of times, because the team has been working on the app for
a long time, you get this kind of group think situation where
because it's become clear to you over time that this is how it should work, or
this is what the context of this stuff means,
this phrase is very meaningful to the team for describing the application,
therefore, it's gotta mean the same thing to the users.
And what you'll find very often is it is not intuitive to them and actually,
you need to step back and get inside their head and
the user test can show you that sort of stuff very quickly.
If the icon is not intuitive, they'll just look at it and
say, what the heck am I supposed to do here?
And that's the point where you need to think about, okay, either redraw it or
maybe add a text label, which is not sexy,
it doesn't look beautiful, but we're after usability more than we are beauty.
I mean, it's great if you can get both, but
I'd rather have it be usable first and then pretty it up as much as you can.
The user test can be a great way to very rapidly get those insights, so
you can fix them right in the moment.