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Last updated on 2024年8月29日

How do you measure and improve the usability and desirability of your product concept?

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You have a great idea for a new product, but how do you know if it will meet the needs and expectations of your target customers? How do you test and refine your product concept before investing too much time and money in development and launch? In this article, you will learn how to measure and improve the usability and desirability of your product concept using some simple and effective methods.

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1 Define your goals and metrics

Before you start prototyping and testing your product concept, you need to have a clear vision of what you want to achieve and how you will measure your success. What are the main problems or opportunities that your product addresses? Who are your ideal users and what are their goals, preferences, and pain points? How will you know if your product concept is usable, desirable, and valuable to them? You can use tools like SMART goals, user personas, and value proposition canvas to define your goals and metrics for your product concept.

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Fayne Frey, MD

Dermatologist | Founder, FryFace | Author, The Skincare Hoax | Educating consumers how to select a simple skincare regimen that promotes healthy skin. And reminding you that you’re awesome the way you are!
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In my experience, defining clear goals and metrics upfront is crucial for a successful product concept. It not only guides your design and development but also ensures you're building something truly valuable for your users. Take the time to understand your users' needs and measure your success accordingly.

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Sheik Mohaideen ??

All things design at Mobal.io ? I inspire early teams to thrive through design ??
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Defining measurable goals necessitates strong collaboration with cross-functional teams. I’ve observed that designers who work in isolation while defining goals sometimes end up focusing on the wrong aspects of the problem. It’s essential to engage minds from other functions—individuals with diverse skills and unwavering commitment—to ensure that measurable goals align with the functions involved and lead to beneficial outcomes for all. Remember, effective collaboration across functions is key to successful product development and achieving user-centric results.

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Carlos Obregón

Director of Commercial | Director of Retail | Director of Commercial Strategy | Regional Commercial Director | Business Development Director - Retail and Consumer Goods - Energy - Oil & Gas
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The digital experiences you deliver to customers, employees, and partners are key differentiators and drivers of business value. But the complex web of technologies underpinning those interactions have become nearly impossible to manage. Simplifying this complexity and delivering seamless digital experiences takes the right combination of digital experience monitoring (DEM) and AI. The challenges of delivering digital experiences today Why DEM and AI are so critical to success The AI capabilities needed to deliver seamless and consistent digital experiences

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Suchismita Sahu

Data, Observability & AI Platform Product Manager | Product Design | Data Driven | M.Tech- DataScience
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- Usability is a minimum requirement—there is no user experience without usability. Metrics: usability testing, time taken to perform a task, successful page navigation during the course of completing it. Improvements through continuous tracking and actions loop. - Desirability is emotional need- how to design for positive emotional experiences. Improvements through: Visceral level of design: the first impression of a design, both in terms of how the user perceives the product and how it makes the user feel, Behavioural level: the emotions we feel as a result of either accomplishing or failing to complete our goals. Reflective level: the user’s reflections about the product, both before, during, and after use. Metrics: A/B testing

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2 Create low-fidelity prototypes

Once you have your goals and metrics, you can start creating low-fidelity prototypes of your product concept. Low-fidelity prototypes are simple and cheap versions of your product that allow you to test the core features and functions without worrying about the details and aesthetics. You can use paper sketches, wireframes, mockups, or clickable prototypes to create low-fidelity prototypes. The main purpose of low-fidelity prototypes is to get feedback and insights from your users and stakeholders as early and often as possible.

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3 Conduct usability tests

Usability tests are methods of evaluating how easy and intuitive your product concept is for your users to accomplish their tasks and goals. You can conduct usability tests with your low-fidelity prototypes by asking your users to perform specific scenarios or tasks and observing their behavior, reactions, and feedback. You can use tools like think-aloud protocol, eye-tracking, or heat maps to collect quantitative and qualitative data on your users' actions, errors, satisfaction, and preferences. You can use metrics like task completion rate, time on task, error rate, or satisfaction score to measure the usability of your product concept.

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Fayne Frey, MD

Dermatologist | Founder, FryFace | Author, The Skincare Hoax | Educating consumers how to select a simple skincare regimen that promotes healthy skin. And reminding you that you’re awesome the way you are!
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In my opinion, usability tests are crucial for understanding how users interact with your product. By simulating real scenarios and gathering both quantitative and qualitative data, you can uncover insights into user behavior and preferences. Tools like think-aloud protocol and heat maps provide valuable feedback. Metrics such as task completion rate and satisfaction scores offer concrete measures of usability. These tests empower you to fine-tune your product for a seamless user experience.

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4 Conduct desirability tests

Desirability tests are methods of evaluating how attractive and appealing your product concept is for your users and how well it matches their emotional and emotional needs. You can conduct desirability tests with your low-fidelity prototypes by asking your users to express their feelings, opinions, and expectations about your product using words, images, or emotions. You can use tools like word association, image selection, or emotion cards to collect qualitative data on your users' attitudes, emotions, and values. You can use metrics like preference ranking, sentiment analysis, or emotion score to measure the desirability of your product concept.

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Sidney Vastenhout

Making business ideas Desirable, Feasible and Viable - Driving Commercial Success in Product Development and Go-to-Market strategies and tactics.
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In B2B an important criteria is whether customers are investing in testing your new solution for their product development. How many customers are lined up? Have they been sampled? Is there a test plan? Do they invest money in testing it? Are they giving regular feedback on tweaks and improvements to make your idea work for them? Are multiple cross-functional stakeholders interested in the progress? etc.

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5 Analyze and iterate

After you have conducted usability and desirability tests with your low-fidelity prototypes, you need to analyze the data and feedback you have collected and identify the strengths and weaknesses of your product concept. You can use tools like affinity diagrams, SWOT analysis, or prioritization matrices to organize, synthesize, and prioritize the findings and insights from your tests. You can use the findings and insights to generate ideas and solutions to improve your product concept and address the user needs and expectations. You can then create new or revised prototypes and test them again with your users until you reach a satisfactory level of usability and desirability.

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James Ball

Founder | We turn scrollers into buyers for DTC brands using direct response funnels.
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So many brands have no idea of the reasons their customers purchase - and more importantly the reasons why potential customers DON’T purchase and how to use this data to iterate and improve on product drops and launches. 2 ways to do this are: Implementing post purchase surveys or email surveys to people who joined your sign up form but didn't purchase. Analyse reviews - Analyse your own reviews, but ALSO the reviews of your competitors is a great way to figure out what the market is hungry for. Once data is collected, you use it to make decisions on future product drops and iterations, and also build this into your ad creatives, landing pages and emails to skyrocket conversion rate and repeat purchases.

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6 Create high-fidelity prototypes

Once you have validated and refined your product concept with low-fidelity prototypes and tests, you can start creating high-fidelity prototypes of your product. High-fidelity prototypes are realistic and detailed versions of your product that mimic the final look and feel of your product. You can use tools like Photoshop, Figma, or InVision to create high-fidelity prototypes. The main purpose of high-fidelity prototypes is to polish the design and functionality of your product and prepare it for development and launch.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you measure and improve the usability and desirability of your product concept?

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1 Define your goals and metrics

2 Create low-fidelity prototypes

3 Conduct usability tests

4 Conduct desirability tests

5 Analyze and iterate

6 Create high-fidelity prototypes

7 Here’s what else to consider

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