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What are some common user testing pitfalls and how to avoid them?

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User testing is a crucial part of product optimization, as it helps you understand how your users interact with your product, what they like and dislike, and what they need and expect. However, user testing can also be challenging, as it involves many variables, biases, and uncertainties. In this article, we will discuss some common user testing pitfalls and how to avoid them, so you can design and run effective user testing sessions that provide valuable insights and feedback.

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Raktim Chatterjee

Specialist in UX Strategy and OOUX | Lead UX Consultant | Passionate about Elevating UX Practices
Naveen Baskaran

Developer | Engineering Manager

1 Pitfall 1: Unclear objectives

One of the most common user testing pitfalls is not having clear and specific objectives for your user testing session. Without clear objectives, you may end up testing the wrong things, asking the wrong questions, or wasting time and resources on irrelevant or redundant tasks. To avoid this pitfall, you should define your objectives before you start planning your user testing session. Think about what you want to learn from your users, what problems you want to solve, and what hypotheses you want to test. Then, align your objectives with your product goals, your user personas, and your user journey map.

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Raktim Chatterjee

Specialist in UX Strategy and OOUX | Lead UX Consultant | Passionate about Elevating UX Practices
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The lack of well-defined goals can lead to wasted resources and potentially misleading results. Here are a few Examples: 1. Mobile App Onboarding: Say you’ve got a fitness app. If you don’t set objectives, you could miss exploring how effective the new tutorial is at retaining users who are new to fitness routines. 2. Enterprise Software: If you’re testing a new dashboard for an analytics tool but haven’t set objectives, you may end up collecting feedback on the aesthetics, when you really need to know if the new data visualization options help users make quicker business decisions.

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2 Pitfall 2: Poor recruitment

Another common user testing pitfall is recruiting the wrong or insufficient users for your user testing session. If you recruit users who do not match your target audience, who are not representative of your user segments, or who are not familiar with your product or domain, you may end up with skewed or irrelevant results. To avoid this pitfall, you should recruit users who meet your criteria, who are diverse and varied, and who are willing and able to participate. You can use various methods to recruit users, such as online platforms, social media, referrals, or incentives.

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3 Pitfall 3: Leading questions

A third common user testing pitfall is asking leading questions that influence or bias your users' responses. Leading questions are questions that suggest a desired answer, imply a judgment, or contain assumptions or information that may not be true for your users. For example, asking "How much do you love our new feature?" is a leading question that may make your users feel pressured to give a positive answer. To avoid this pitfall, you should ask open-ended, neutral, and specific questions that allow your users to express their opinions, feelings, and behaviors. For example, asking "What do you think of our new feature?" is a better question that invites honest feedback.

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Raktim Chatterjee

Specialist in UX Strategy and OOUX | Lead UX Consultant | Passionate about Elevating UX Practices
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The problem of asking leading questions during user testing, can bias or influence user responses. These questions skew results and can give you misleading insights. Here are a few examples: 1. Streaming Service: Instead of asking, “Did you find it easy to discover new shows?”, you could ask, “Can you describe your experience finding new shows?” 2. Travel App: Avoid asking, “Isn’t the booking process much faster now?” Instead, try, “How was your experience with the booking process?” By framing questions in an open-ended, neutral manner, you encourage genuine feedback that’s more likely to result in actionable insights.

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4 Pitfall 4: Lack of moderation

A fourth common user testing pitfall is not moderating your user testing session properly. Moderation is the process of guiding and facilitating your user testing session, ensuring that your users feel comfortable, engaged, and understood. A lack of moderation may result in confusion, frustration, or boredom for your users, as well as missed opportunities, misunderstandings, or distractions for you. To avoid this pitfall, you should moderate your user testing session with skill and care. You should prepare a script, set the expectations, introduce yourself and the product, ask for consent, explain the tasks, observe and listen, probe and clarify, thank and reward, and debrief and document.

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5 Pitfall 5: Inadequate analysis

A fifth common user testing pitfall is not analyzing your user testing data adequately. Analysis is the process of interpreting and synthesizing your user testing data, identifying patterns, insights, and recommendations. Inadequate analysis may result in inaccurate or incomplete conclusions, overlooked or misinterpreted findings, or wasted or ignored data. To avoid this pitfall, you should analyze your user testing data systematically and rigorously. You should organize and categorize your data, use qualitative and quantitative methods, triangulate and validate your data, prioritize and rank your findings, and communicate and share your results.

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6 Pitfall 6: No action

A sixth and final common user testing pitfall is not taking action based on your user testing results. Action is the process of implementing and evaluating your user testing results, making changes, improvements, or decisions based on your findings. No action may result in wasted or lost opportunities, unresolved or repeated problems, or dissatisfied or churned users. To avoid this pitfall, you should take action based on your user testing results promptly and effectively. You should align your action with your objectives, involve your stakeholders, test and iterate your solutions, measure and monitor your outcomes, and celebrate and learn from your successes and failures.

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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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Naveen Baskaran

Developer | Engineering Manager
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Next generation user experience requires users with a next generation mindset. It’s important that we choose users carefully with a mix of parameters. There has to be an interview/ survey prior to the user testing to see if the users fit in the vision of the journey. E.g. the user who has been working predominately over excel to solve his problems would expect all data to be available at once in a single view. Interviewing these users would lead to incorrect decisions. More importantly, in any user testing, user must be presented with multiple options to solve the same problem and allowed to rate each experience.

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What are some common user testing pitfalls and how to avoid them?

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1 Pitfall 1: Unclear objectives

2 Pitfall 2: Poor recruitment

3 Pitfall 3: Leading questions

4 Pitfall 4: Lack of moderation

5 Pitfall 5: Inadequate analysis

6 Pitfall 6: No action

7 Here’s what else to consider

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