There’s one phenomenon you really should be prepared for when you introduce the idea of usability tests in your organization:
People will think you mean you’re going to be doing focus groups.
Seriously. This really happens. All the time.
The problem is that a lot more people are familiar with focus groups than with usability tests. So sometimes no matter how often you correct them (politely and patiently, of course), they’ll still refer to your upcoming usability tests as…focus groups.
The good news is that as soon as you get them to actually come and observe a test, the difference becomes clear and the problem goes away. But until then, it can be disconcerting. And sometimes amusing.
Make sure you have your 45-second elevator pitch explanation of the difference down pat, something like:
“Usability tests are about watching people actually try to use what we’re building, so we can detect and fix the parts that confuse or frustrate them.
Focus groups are about having people talk about things, like their opinions about our products, their past experiences with them, or their reactions to new ideas that we show them.
So the main difference is that in usability tests, you watch people actually use things, instead of just talk about them.”
Steve, your book “Don’t make me think” changed my life in 2008 and made me who I am.
I’m so grateful for your thoughtful UX analysis and usability scenarios drill-downs. Once read, my head was full of “Aha, it’s obvious!” tickers, but I would never got those ideas by myself without your book.
Initially I bought the 2nd edition, and then the 3rd. I liked 2nd edition better because in my opinion it’s more universal and fundamental, while the 3rd edition sometimes gets too devoted to mobile “fads”.
Hi Steve! I was introduced to your books back in college and I loved them — I have to think they shaped my career a little bit. Recently, I got a new job, revisited DMMT, and still find it just as helpful as before, just in new ways! Then I found this website, which is as excellent as I’d hoped! This blog post feels especially relevant in my new role, too. I just wanted to say “hi” and tell you that I appreciate you for sharing your knowledge.
“I’ll get you my questions by end of day.” LOL – I feel so seen. Ha! Great way to illustrate the difference!
Also, “Don’t make me think” inspired me to think differently about brand and marketing. You opened my eyes to understanding “customers as people” -> when we work thru UX and usability from the customer’s perspective, we do the thinking to make it easier for our customers (so they don’t have to think!) It’s like a gift – showing our customers we understand them because “it’s that easy” ha! (At least we can try!) Giddy up!💚