Midwest Research

What is Usability?

How easy is it to use your TV remote?
If you thought “easy,” than it has good usability.
If you’re still trying to figure out how to turn it on, it probably either was not designed for you, or it actually was poorly designed and lacks usability.

Usability can be measured by how well the primary user:

• can accomplish their goals.
• can complete their task effectively and efficiently.
• is satisfied with the experience emotionally and physically.

View a full definition of usability on UPA’s Usability Body of Knowledge.

By making things easier to use, usability professionals’ improve your experience.

Design for the Primary Users

The Primary User is the person that the item is being designed for. It is impossible to design one thing that works for everyone. Think about toothbrushes. In most stores there are a wide variety of choices in size, handle type, manual or battery powered, and other features. One toothbrush will not work well for both a 4 year old girl and a 35 year old man. Those are two different user types. One may be primary for the toothbrush designer.

Midwest Research recommends that each project be designed for no more than three primary users. This is to help the project focus their efforts on a realistic goal and to improve the satisfaction of that user. The Primary users will be delighted with their experience and by keeping the significant tasks in mind for other users, their experiences will not be broken.

User Research and Market Research

User research is the study of individual people using the product being studied or in the situation for which a product may be developed. This research is usually done where the users live, work, shop and play – both physically and virtually. User research is conducted to gain an in-depth understanding of who the users are and what their needs are.

Market research is the collection and analysis of information about groups of consumers conducted either through analysis of data or through research techniques such as focus groups. Market research is conducted to determine the level of interest in new products, the feasibility of a new business, and to help develop strategies to improve customer service and distribution.

User research is most helpful to get a complete understanding of the person in the context of the product. Market research is most helpful to get an understanding of the demographic of the intended audience. User research studies a smaller set of people that are identified as being primary users of the product, whereas market research looks at a broader set of people to determine attitudes and societal influences.

Both of these types of research can be used in conjunction with development of a new product or experience or for changes to an existing product or experience.

Ethnography’s Influence

User research has its roots in the study of ethnography. Ethnography, according to the UPA Usability Body of Knowledge Glossary, is “the process of gathering information about users and tasks directly from users in their normal work, home or leisure environment.” Ethnography studies usually last between a few weeks to many years and require the researcher to immerse themselves in the culture and to live among the people they are observing.

We take many of the methods that ethnographer’s use, but compact the time involved studying the situation. Ethnographers may spend months or years studying individuals. Midwest Research will work with you to determine what is needed, and usually the work can be done in much less time.

Number of Participants

The number of participants recruited for both research and testing has been a hotly debated subject for many years within the usability professionals community. Midwest Research works to determine how many user groups you have, and then works within your budget to make sure as many as possible from each primary user group are represented.

Midwest Research recommends at least two iterative rounds of testing during the early stages of development for best results. We recommend at least eight participants per primary user group for both research and testing (time and budget allowing). When iterative testing is conducted, fewer users may be used during each subsequent test.

We encourage the inclusion of people with disabilities when usability testing with an accessible, high-fi prototype or finished product. Redesign efforts should include a short round of usability testing to set a baseline before starting design.

User Experience Related Organizations