Teams usually have a lot of questions, and feel pressure to answer all of them at once. Resist the pressure! Instead, focus on the most pressing and critical — it will allow you to dive deeper into the most important areas in a session. Otherwise, you may not have the depth you need to move forward when you finish the testing.
Let’s say you've developed new solutions that span the whole user journey of online food delivery. You could spend a whole research session asking questions that cover all that breadth, but you would get much more depth by focusing on one particular moment in the journey, like the online ordering experience.
Think about who you want to talk to (and be holistic).
If you aren’t intentional about who you test with, you can end up with feedback that may not be applicable. Ideally, you’re talking to existing customers or people who would use the website or product in the future. Look at behaviors, like whether they’ve used a competitor, or hold specific sentiments, when recruiting participants. Perhaps you’re trying to expand your audience for your new food delivery app, so you may want to talk to people who cook at home frequently as well.
Don’t forget to think holistically. Consider every person who might interact with this solution, from beginning to end, and who might be affected by it. For your new app, you'll want to test with the diner, but your solutions may also affect the restaurant host/hostess, cooks and cashier’s workflows for example. So you may need to capture their perspectives.
Opinions aren’t strong evidence.
You may gravitate towards seeking preferences or opinions about your concepts (i.e., “which concept is better?”). But rather than focusing on which concept users like most, it’s more important to uncover user behavior. Preference-centric concept testing won’t teach you about how someone might actually interact with this concept.
For instance, you’ll learn much more about which new concepts for online food ordering are most beneficial to users if you ask about how they might use it in a scenario. Or even better, you actually have them interact with each one.
Questions like the ones below will give you stronger indications of user behavior:
- When was the last time you used [the competitor]?
- How might this concept fit into your day to day?
- How would you accomplish this task with the concept?