If you’ve ever conducted a website usability test you know how valuable they are. Frequent, informal tests are a great way to fine-tune your site and make quick improvements. Formal usability tests are more resource intensive and require scripts, screen recordings, and a written report of findings and recommendations.
When is it the right time to invest in a formal, professionally administered usability test? Everyone’s situation is different, but we often recommend the following:
During a major website overhaul — when the content, information architecture, and visual interface are being completely reworked — test the new IA and visual design immediately after they’ve been completed, but before the site launches. This provides the opportunity to correct oversights before they’re visible to the entire world (and actively frustrating your visitors!). We usually recommend against testing your existing (old) site in this situation. Since the existing structure and design are being completely replaced, specific problems with the old site aren’t as relevant.
When you’re planning major revisions to the existing site — but you don’t want to replace it completely — conduct usability testing at the beginning of the project. This will identify problematic areas and help define goals for the design process. You can use informal, iterative testing on the revised IA and design, or you can conduct a second formal usability test to demonstrate the project’s success.
If you believe your site needs major improvements but you’re having a difficult time convincing others at your institution to make the necessary investment, a usability testing report is a powerful way to make your case. If securing resources for site improvement is your primary objective the usability report should be tied directly to organizational or business goals. For example, the report could demonstrate that it’s difficult for prospective students to request information or schedule a visit.
Usability tests almost always yield interesting results, but you will get the most value out of your next test if you identify the right goals and timing before you get started!
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