Conduct user testing: The Art of Crafting User Testing Scenarios

1. What is user testing and why is it important?

User testing is a vital part of the design process that involves evaluating a product or service by observing how real users interact with it. It can help you discover usability issues, validate assumptions, measure user satisfaction, and gather feedback for improvement. User testing can be done at any stage of the development cycle, from early prototypes to final products, and can be conducted in various ways, such as:

- Lab testing: This involves inviting users to a controlled environment, such as a usability lab, where they are asked to perform specific tasks on the product while being observed and recorded by researchers. Lab testing can provide rich and detailed data, but it can also be costly, time-consuming, and prone to artificiality.

- Remote testing: This involves users testing the product from their own location, either synchronously (with live communication) or asynchronously (without live communication). Remote testing can be more convenient, scalable, and realistic, but it can also pose challenges in terms of technical issues, data quality, and moderation.

- Field testing: This involves observing users in their natural context, such as their home or workplace, where they use the product as part of their daily routine. Field testing can offer valuable insights into the user's behavior, needs, and pain points, but it can also be difficult to arrange, intrusive, and unpredictable.

Regardless of the method, user testing should always be guided by clear and realistic scenarios that simulate the user's goals, actions, and expectations. Scenarios are brief descriptions of situations or tasks that the user might encounter when using the product. They help the user understand what they are supposed to do, why they are doing it, and how they will know if they have succeeded. Scenarios also help the researchers measure the user's performance, satisfaction, and feedback.

For example, if you are testing a travel booking app, you might create scenarios like:

- You want to book a flight from New York to London for next week. You have a flexible budget and schedule, and you prefer direct flights. Find and book the best option for you.

- You have booked a hotel in Paris through the app, but you need to cancel it due to a change of plans. Cancel your reservation and get a refund.

- You are looking for some inspiration for your next trip. Explore the app and find a destination that appeals to you. Explain why you chose it and how you would plan your trip.

By crafting user testing scenarios, you can ensure that your product meets the user's needs, expectations, and preferences, and that you deliver a positive and engaging user experience.

2. What are they and how to create them?

user testing scenarios are realistic and specific descriptions of how a user would interact with a product or service to achieve a certain goal. They are essential for conducting user testing, as they help to define the scope, objectives, and expectations of the test. user testing scenarios also guide the participants and the facilitators through the testing process, ensuring that the feedback is relevant, consistent, and actionable.

To create effective user testing scenarios, one should follow these steps:

1. Identify the user personas and their goals. User personas are fictional representations of the target users, based on research and data. They help to understand the needs, motivations, and behaviors of the users. User goals are the desired outcomes that the users want to achieve by using the product or service. They help to define the value proposition and the success criteria of the product or service.

2. Define the tasks and the context. Tasks are the specific actions that the users need to perform to achieve their goals. They should be realistic, measurable, and relevant to the product or service. Context is the situation or environment in which the users perform the tasks. It includes factors such as location, time, device, mood, etc. Context helps to set the scene and the expectations for the user testing scenarios.

3. Write the scenarios in a clear and concise way. Scenarios should be written from the user's perspective, using simple and natural language. They should describe the user's actions, thoughts, and feelings, as well as the expected outcomes and feedback. Scenarios should not include any instructions, hints, or suggestions for the users, as they might influence their behavior or opinions. Scenarios should also be realistic and plausible, avoiding any extreme or unlikely situations.

4. Review and refine the scenarios. Scenarios should be reviewed and refined to ensure that they are consistent, accurate, and complete. They should also be tested and validated with real or potential users, to check if they are understandable, engaging, and relevant. Scenarios should be revised and improved based on the feedback and the results of the user testing.

Here are some examples of user testing scenarios for a hypothetical online shopping app:

- Scenario 1: Alice is a busy working mother who wants to buy a birthday gift for her daughter. She opens the app and browses through the categories of products. She finds a cute dress that she thinks her daughter would like and adds it to her cart. She then proceeds to checkout and pays with her credit card. She receives a confirmation email and a tracking number for her order. She is happy with the app and the service, and looks forward to receiving the gift.

- Scenario 2: Bob is a college student who wants to sell his old textbooks. He opens the app and creates an account. He takes photos of his books and uploads them to the app. He fills in the details and the prices of his books. He submits his listings and waits for buyers. He receives a notification that someone is interested in his books. He chats with the buyer and agrees on the payment and delivery methods. He ships the books and receives the payment. He is satisfied with the app and the transaction, and plans to use it again.

3. Tips and examples to make your scenarios clear, realistic, and actionable

User testing scenarios are the backbone of any user testing session. They provide the context, the tasks, and the goals for the participants to perform and evaluate the product or service. However, not all scenarios are created equal. Some may be too vague, too complex, or too unrealistic to elicit useful feedback. To avoid these pitfalls, here are some tips and examples to make your scenarios clear, realistic, and actionable.

- Tip 1: Use simple and direct language. Avoid jargon, technical terms, or ambiguous words that may confuse the participants or lead them to different interpretations. Instead, use plain and concise language that anyone can understand. For example, instead of saying "Navigate to the dashboard and locate the widget that displays your KPIs", say "Go to the main page and find the box that shows your key numbers".

- Tip 2: Provide enough context, but not too much. Context is essential to set the scene and the expectations for the participants. However, too much context can be overwhelming or distracting. provide only the relevant information that the participants need to complete the task, and avoid unnecessary details or backstory. For example, instead of saying "You are a marketing manager at a large e-commerce company that sells a variety of products online. You have been using a new analytics tool for the past month to track and optimize your campaigns. You want to see how your latest campaign performed and compare it to your previous ones", say "You are a marketing manager who sells products online. You want to check and compare your campaign results using an analytics tool".

- Tip 3: Make the scenarios realistic and relatable. The scenarios should reflect the real-world situations and goals of the target users. They should also be relevant to the product or service that is being tested. Avoid scenarios that are too hypothetical, fictional, or unlikely to happen. Instead, use scenarios that are based on user research, data, or feedback. For example, instead of saying "You are a superhero who needs to save the world from an alien invasion. You want to use a new app that helps you locate and communicate with other superheroes", say "You are a traveler who wants to explore a new city. You want to use a new app that helps you find and book local experiences".

- Tip 4: Make the scenarios actionable and measurable. The scenarios should have clear and specific tasks and goals that the participants can perform and evaluate. They should also have clear success and failure criteria that can be observed and measured. Avoid scenarios that are too open-ended, subjective, or dependent on external factors. Instead, use scenarios that have concrete steps, outcomes, and feedback. For example, instead of saying "You want to improve your fitness and health. You want to use a new app that helps you track and manage your activities and habits", say "You want to run 5 kilometers in 30 minutes. You want to use a new app that helps you plan, record, and review your runs".

4. Pitfalls and challenges to watch out for and how to overcome them

It seems like you are looking for some help with writing a segment for your article on user testing. User testing is a valuable method to evaluate the usability and desirability of a product or service by observing how real users interact with it. However, user testing can also be ineffective or misleading if the scenarios that guide the users are poorly designed or executed. Here are some common mistakes to avoid when writing user testing scenarios and how to overcome them:

- Writing vague or ambiguous scenarios. A good user testing scenario should be clear, specific, and realistic. It should provide enough context and detail for the user to understand what they are supposed to do and why, without giving away the solution or leading them to a certain outcome. For example, instead of saying "Find a product you like and add it to your cart", a better scenario would be "You are looking for a birthday gift for your friend who loves gardening. Browse the website and select a product that you think they would enjoy and add it to your cart".

- Writing too many or too few scenarios. A user testing session should have a reasonable number of scenarios that cover the main goals and tasks of the product or service, without overwhelming or boring the user. Too many scenarios can cause fatigue, frustration, or confusion, while too few scenarios can miss important aspects or insights. A good rule of thumb is to have between 3 to 5 scenarios per session, depending on the complexity and length of each scenario.

- Writing scenarios that are too easy or too hard. A user testing scenario should be challenging enough to test the usability and desirability of the product or service, but not so difficult that the user gives up or feels frustrated. A scenario that is too easy can make the user feel bored or uninterested, while a scenario that is too hard can make the user feel incompetent or annoyed. A good way to balance the difficulty level of a scenario is to use the Goldilocks principle: not too easy, not too hard, but just right.

- Writing scenarios that are biased or leading. A user testing scenario should be neutral and objective, without influencing the user's behavior or opinion. A scenario that is biased or leading can skew the results or feedback of the user testing, making it less valid or reliable. For example, avoid using words or phrases that imply a preference, expectation, or judgment, such as "best", "worst", "should", "must", or "don't you think?". Instead, use words or phrases that are open-ended, neutral, or descriptive, such as "how", "what", "why", or "tell me more".

- Writing scenarios that are irrelevant or unrealistic. A user testing scenario should be relevant and realistic, meaning that it reflects the actual needs, goals, and contexts of the target users. A scenario that is irrelevant or unrealistic can make the user feel disconnected or confused, reducing their engagement and motivation. For example, avoid using scenarios that are too hypothetical, hypothetical, or fictional, such as "Imagine you are a superhero and you need to save the world from an alien invasion. How would you use this app to do that?". Instead, use scenarios that are based on real user research, personas, or stories, such as "You are a busy parent who needs to plan a family vacation. How would you use this app to find and book a suitable destination, accommodation, and activities?".

5. Key takeaways and next steps for conducting user testing with scenarios

After crafting your user testing scenarios, you are ready to conduct user testing with real or potential users. User testing is a valuable way to evaluate the usability, functionality, and desirability of your product or service. It can also help you identify and prioritize areas for improvement, as well as validate your assumptions and hypotheses. In this section, we will discuss some key takeaways and next steps for conducting user testing with scenarios.

- Prepare your user testing plan. A user testing plan is a document that outlines the objectives, methods, tasks, questions, and metrics of your user testing. It helps you organize and communicate your user testing process to your team, stakeholders, and participants. A user testing plan should include the following elements:

- The purpose and goals of your user testing

- The target audience and recruitment criteria

- The user testing scenarios and tasks

- The user testing method and format (e.g., moderated or unmoderated, remote or in-person, think-aloud or retrospective, etc.)

- The user testing tools and equipment (e.g., screen recording software, cameras, microphones, etc.)

- The user testing script and questions

- The user testing schedule and duration

- The user testing roles and responsibilities (e.g., facilitator, observer, note-taker, etc.)

- The user testing data collection and analysis methods

- The user testing deliverables and reporting format

- Conduct your user testing sessions. Once you have your user testing plan ready, you can start conducting your user testing sessions with your participants. Here are some tips to ensure a smooth and effective user testing session:

- Before the session, make sure you have everything set up and tested, such as your user testing tools, equipment, and environment. Also, make sure you have obtained the consent and permission from your participants to record and use their data.

- During the session, follow your user testing script and questions, but be flexible and adaptable to the situation. Encourage your participants to share their thoughts, feelings, and actions as they complete the tasks using the scenarios. Observe and note their behavior, feedback, and reactions. Avoid leading, prompting, or influencing your participants, and respect their privacy and confidentiality.

- After the session, thank your participants for their time and input, and ask them if they have any questions or comments. Also, ask them for their feedback on the user testing process and experience. Collect and store your user testing data securely and ethically.

- Analyze and report your user testing results. The final step of your user testing is to analyze and report your user testing results. This involves reviewing, organizing, and interpreting your user testing data, and presenting your findings, insights, and recommendations. Here are some steps to follow for analyzing and reporting your user testing results:

- Review your user testing data and identify the key themes, patterns, and outliers. You can use different methods and tools to help you with this, such as affinity diagrams, spreadsheets, charts, graphs, etc.

- Interpret your user testing data and draw conclusions based on your user testing objectives and metrics. You can use different frameworks and models to help you with this, such as SWOT analysis, HEART framework, NPS score, etc.

- Present your user testing findings, insights, and recommendations in a clear and concise format that suits your audience and purpose. You can use different formats and media to help you with this, such as reports, presentations, videos, dashboards, etc.

User testing with scenarios is a powerful technique to evaluate and improve your product or service. By following these key takeaways and next steps, you can conduct user testing with scenarios effectively and efficiently, and gain valuable insights and feedback from your users.