How Usability Testing saved a 6 figure ad budget for our client
06/10/24 • 15 min
Summary
In this episode, Nils shares a concrete example of a project where usability testing played a crucial role in improving the user experience. The client, Relayr, needed a new website that effectively communicated their industrial IoT solution to their target audience. Through wireframing and usability testing, Nils and his team discovered that the target audience was more interested in detailed product information rather than a return on investment calculator. This insight allowed them to update the wireframes and create a website that resonated with the target audience. Nils emphasizes the importance of user experience in all aspects of a digital product and how it requires collaboration from everyone in the company.
Takeaways
Usability testing is a crucial step in improving the user experience of a digital product.
Understanding the needs and preferences of the target audience is essential for designing an effective website.
Wireframing allows for quick iteration and validation of design ideas.
User experience is not limited to the UI design and involves the entire user journey.
Collaboration from all members of the company is necessary to create a great user experience.
Sound Bites
"Not one single this idea of the ROI they all in saying it in different ways, but they all came back to us and said, run an industry business here can absolutely calculate my own return on invest, you know."
"This sort of a part of user in this case, the business owners and CEOs and these high profile people who are the customer group of this, who this website is going to talk to, they are the users in this case, right?"
"I really hope that going from one aspect of user experience to the concrete examples like help to understand what it really takes to build a digital product and to experience that your users are going to have with"
Chapters
00:00 Introduction and Purpose of the Podcast
00:54 Concrete Example: Usability Testing for Relayer
04:35 Challenges of Working in a Niche Field
07:42 The Importance of Testing and Iteration
10:33 User Feedback and Adjusting the Design
12:47 Saving Money on Ad Budget Through Usability Testing
14:27 User Experience and Brand
Summary
In this episode, Nils shares a concrete example of a project where usability testing played a crucial role in improving the user experience. The client, Relayr, needed a new website that effectively communicated their industrial IoT solution to their target audience. Through wireframing and usability testing, Nils and his team discovered that the target audience was more interested in detailed product information rather than a return on investment calculator. This insight allowed them to update the wireframes and create a website that resonated with the target audience. Nils emphasizes the importance of user experience in all aspects of a digital product and how it requires collaboration from everyone in the company.
Takeaways
Usability testing is a crucial step in improving the user experience of a digital product.
Understanding the needs and preferences of the target audience is essential for designing an effective website.
Wireframing allows for quick iteration and validation of design ideas.
User experience is not limited to the UI design and involves the entire user journey.
Collaboration from all members of the company is necessary to create a great user experience.
Sound Bites
"Not one single this idea of the ROI they all in saying it in different ways, but they all came back to us and said, run an industry business here can absolutely calculate my own return on invest, you know."
"This sort of a part of user in this case, the business owners and CEOs and these high profile people who are the customer group of this, who this website is going to talk to, they are the users in this case, right?"
"I really hope that going from one aspect of user experience to the concrete examples like help to understand what it really takes to build a digital product and to experience that your users are going to have with"
Chapters
00:00 Introduction and Purpose of the Podcast
00:54 Concrete Example: Usability Testing for Relayer
04:35 Challenges of Working in a Niche Field
07:42 The Importance of Testing and Iteration
10:33 User Feedback and Adjusting the Design
12:47 Saving Money on Ad Budget Through Usability Testing
14:27 User Experience and Brand
Previous Episode
What is UX, how are we qualified to talk about it and how does it help your business?
Summary
In this podcast episode, Nils introduces the concept of user experience (UX) and explains why it is not just a design discipline. He shares the story of how he and his co-founders came to focus on UX and the importance of understanding how to apply it to propel a business. Nils emphasizes that UX is about making the product work for the customer and not just about design elements. He also highlights the need for collaboration between designers, developers, marketers, and salespeople to create a great user experience across all digital touchpoints.
Takeaways
User experience (UX) is not just a design discipline, but a topic as big as branding and equally misunderstood.
UX is about making the product work for the customer and propelling the business forward.
Collaboration between designers, developers, marketers, and salespeople is crucial for creating a great user experience.
UX involves understanding and improving all digital touchpoints, not just the design elements.
Usability testing and customer feedback are essential for iterating and improving the user experience.
About the Author
Hi, I’m Nils, Co-Founder and Head of Interaction Design at Dinghy. With over 10 years of experience in designing and building websites, I’m passionate about creating great digital experiences.
At Dinghy, we believe that exceptional UX comes from the synergy of branding, content strategy, design, and development, all working together seamlessly.
Next Episode
Where does UX sit in your company?
Summary
User experience (UX) design is a complex and often misunderstood topic. In this episode, Nils explores what UX is and how it can benefit businesses. He compares UX to branding and highlights the importance of understanding the different disciplines within UX design. Nils discusses Apple as an example of a company that takes a top-down approach to UX design, considering every touchpoint with the customer. He emphasizes the role of UX designers in working across departments to ensure a cohesive and positive user experience.
Takeaways
- User experience (UX) design is a crucial aspect of building a successful business.
- UX design is a complex and multi-disciplinary field that encompasses various roles and responsibilities.
- Apple is an example of a company that prioritizes UX design and takes a top-down approach to ensure a positive user experience.
- UX designers work across departments to create a cohesive and seamless user experience throughout the customer journey.
Chapters
00:00
Introduction to User Experience Design
04:28
Comparing UX Design to Branding
09:10
The Evolution of User Experience Design
12:08
Apple's Approach to UX Design
19:22
The Role of UX Designers in Organizations
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