Speed and agility are vital in today's fast-paced digital world. Quick, iterative rounds of testing enable product teams to make rapid improvements to bring better products to market sooner or swiftly improve existing experiences.
In this context, unmoderated user testing offers advantages for projects that require continuous development. The quicker, more cost-effective nature of unmoderated testing makes it an excellent choice for fast, iterative testing cycles.
Faster turnaround times: Unmoderated user testing can be quick to deploy, and participants complete tests independently, without the need for scheduling or coordinating. This condenses the testing process and enables teams to gather insights and rapidly improve their product.
Lower costs: Unmoderated testing typically incurs fewer costs than moderated testing, as there's less time to plan and deploy tests and no need for an experienced moderator. The cost savings become particularly significant when conducting multiple rounds of iterative testing.
Real-world insights: Users participating in unmoderated tests are more likely to interact with the product in a natural, uninfluenced manner, as no moderator is present. This offers a good representation of real-world usage, which is invaluable when making swift design adjustments in response to user feedback.
Choosing between moderated and unmoderated user testing ultimately depends on your project's goals, resources, and constraints. Moderated testing is ideal for projects that require in-depth insights, flexibility, and richer qualitative data. However, it can be time-consuming and more costly.
On the other hand, unmoderated testing is well-suited for projects that need to reach participants quickly and cost-effectively, with the added benefit of observing users in a natural environment. By embracing unmoderated testing, product development teams can stay agile, adapt quickly to user feedback, and enhance their products at an accelerated pace. However, it provides limited insights compared to moderated testing.
Here are six examples where unmoderated user testing would be an effective method for gathering qualitative insights:
To evaluate the effectiveness of the value proposition and messaging on a SaaS public-facing website in communicating the product's benefits, features, and target audience by having participants explore the website, particularly the homepage and key product pages, and then provide feedback on their understanding of the platform's value proposition, its main features, and the intended target audience.
To assess product page effectiveness on an ecommerce website by having participants review various product pages and provide feedback on elements such as product images, descriptions, pricing, and reviews. This feedback can be used to optimise product pages for better user engagement and increased conversions.
To evaluate the efficiency and intuitiveness of product search and filtering capabilities. Participants can be given tasks such as finding a specific product or locating items within a certain price range. Their interactions and feedback can reveal potential pain points and opportunities for improvement in the website's search and filtering functionalities.
To test the mobile responsiveness of a website by having participants complete tasks using mobile devices. Their experiences and feedback can help identify areas for optimisation and enhancement of the mobile user experience.
To evaluate the onboarding experience. Participants can be asked to sign up for a trial account, set up their profile, and complete initial tasks. Their feedback on the onboarding process, ease of use, and overall experience can provide valuable insights into areas for improvement and streamlining the onboarding process.
To test feature discoverability by assigning participants tasks that require them to locate specific features within a platform. Their interactions and feedback can reveal potential issues and opportunities for improvement in feature presentation and discoverability.
Userfy offers an expert-led, fast turnaround, unmoderated user testing service – click here for more. Please give me a shout anytime to discuss how I could help you. Even if we don't work together, discussing this would be super interesting!
Phil Randall (Owner at Userfy)