When creating a product or interface, it’s essential to think beyond just its technical performance. How users feel while using your product is crucial and often more important. This feeling is known as perceived usability.
Even if a product works perfectly, users will view it as difficult to use if they find it confusing or frustrating. That’s why understanding perceived usability is vital; it ensures your product is not only functional but also enjoyable for users.
In this blog, we’ll learn about perceived usability, why it matters in user experience (UX) design, and how to measure and improve it after conducting usability testing.
What is Perceived Usability?
Perceived usability refers to how easy or hard users believe your product is to use. It revolves around their personal impressions.
For example, two people may use the same product, and one might find it simple and intuitive, while the other may struggle with basic tasks. This perception is shaped by factors like their previous experiences with similar products, their expectations, and the overall look and feel of the product.
It is important to note that perceived usability is subjective and may not always reflect the actual usability of the product. A product might function well technically, but if it seems complicated to the user, they won’t enjoy using it. Therefore, focusing on perceived usability is vital to creating a product that performs well and provides a positive user experience.
The Importance of Perceived Usability in User Experience (UX) Design
Perceived usability goes beyond just the technical features and includes the emotional and mental experiences of the user. Recognizing the importance of perceived usability in UX design can significantly improve user satisfaction and the overall success of a product.
Here are some key reasons why perceived usability matters:
- User Satisfaction and Emotional Connection
Users are more satisfied when a product feels easy to use. Good perceived usability builds trust and confidence, creating a strong emotional link between users and the product. First impressions count; a smooth initial experience can lead to lasting satisfaction.
- Product Adoption and Retention
When users find a product easy to navigate, they are more likely to keep using it. High perceived usability encourages users to adopt a product and stay loyal, which helps reduce turnover rates.
- Influences Brand Perception
How usable a product is affects how users view the brand behind it. An easy-to-use product boosts the brand’s reputation, leading to greater customer loyalty and positive word-of-mouth. In competitive markets, perceived usability can set a brand apart.
- Reduced Support Needs
Products with high perceived usability need less training and support, saving companies money. Users can navigate easily, leading to fewer questions and a smoother onboarding experience.
- Influencing User Behavior
Perceived usability affects how users engage with a product and make decisions. When users feel comfortable using a product, they are more likely to explore its features and complete actions, which can result in higher conversion rates.
- Reducing Cognitive Load
High perceived usability reduces cognitive load, making it easier for users to complete tasks quickly and accurately. This creates a more enjoyable experience and makes the product accessible to a wider audience.
What are the Methods to Measure Perceived Usability?
To measure perceived usability, we need to understand how users feel about a product’s ease of use, intuitiveness, and overall experience.
While traditional usability testing often focuses on technical performance, perceived usability looks deeper into how users subjectively experience the product. Here are some effective methods to measure perceived usability:
Surveys and Questionnaires
Surveys and questionnaires are popular tools for collecting feedback on perceived usability. They are easy to use and provide a standardized assessment of user experience. Here are a few common questionnaires:
1. System Usability Scale (SUS)
The System Usability Scale (SUS) is a quick and reliable tool that uses 10 questions. Users rate their agreement from 1 (strongly disagree) to 5 (strongly agree) on various aspects like ease of use, complexity, and confidence. The final score ranges from 0 to 100, with higher scores indicating better usability.
Here is why SUS works for measuring perceived usability:
- Simplicity: It’s fast and easy to complete.
- Versatility: It can be applied to a wide range of products and systems.
- Benchmarking: The score helps compare usability across different systems.
2. Post-Study System Usability Questionnaire (PSSUQ)
The Post-Study System Usability Questionnaire (PSSUQ) is a more detailed survey after users interact with a product. It focuses on:
- Overall usability: How easy it was to use the product.
- Information quality: How clear and useful the information within the system was.
- Interface quality: How well the system’s interface was designed.
PSSUQ provides deeper insights into how users feel about the product’s usability, helping identify specific areas needing improvement.
3. AttrakDiff
AttrakDiff is a survey that assesses both usability and user experience, focusing on how the product’s design affects user feelings. It evaluates two aspects:
- Pragmatic quality: How functional the product is.
- Hedonic quality: How enjoyable or pleasant it is to use.
The benefit of AttrakDiff is that it measures whether the product works well and how much users enjoy interacting with it, which significantly influences their perceived usability.
User Interviews and Feedback
Interviews offer valuable insights that can enhance the information gathered from surveys. When you speak directly with users after using a product, you can explore their personal experiences more thoroughly. You can ask open-ended questions like:
- What did you find difficult or confusing?
- What did you like most about the design?
- Were there any moments that frustrated you?
This approach helps identify specific problems or positive aspects that affect how users view the product’s usability. Interviews also allow users to share their feelings or concerns that they might not express in a multiple-choice survey.
Behavioral Observation: Linking Perception and Action
Behavioral observation is watching users interact with a product during usability tests. This approach gives you immediate insights into how users move through the system and the problems they face. By observing user behavior, you can identify key moments when:
- Users hesitate or pause, which may show they are confused.
- They make the same mistakes over and over, suggesting the interface may not be user-friendly.
- They move through the system easily, indicating they find it easy to use.
By correlating these behaviors with user feedback, you can better understand the connection between their actions and their perceptions of usability.
Eye-Tracking for Cognitive Load and Perceived Usability
Eye-tracking is a valuable tool that reveals where users focus their attention and how they interact with a product visually. It helps assess how easy a product is to use by identifying where users have trouble finding information or completing tasks. Some important eye-tracking indicators that affect usability are:
- Fixation points: Areas where users stare longer than expected, suggesting they may have difficulty locating key features or understanding the content.
- Saccades: Quick eye movements between different parts of the screen. They indicate how users are scanning and navigating the interface.
- Cognitive load: When users feel overwhelmed, it means they are putting in extra effort to finish tasks, which often leads to a lower perception of usability.
By looking at eye-tracking data, you can identify if users are feeling frustrated or struggling, which can harm their overall impression of usability.
Think-Aloud Protocol
The think-aloud protocol is a technique where users talk about their thoughts while using a product. As they work through tasks, they explain what they’re doing, what they hope will happen, and any problems they face. This method helps you understand their thinking and how they view the product’s usability in real time.
Key benefits of the think-aloud protocol:
- Immediate feedback: You receive instant feedback on usability problems.
- Understanding user intentions: You can see what users expect from the product compared to how it actually works.
- Clarifying user confusion: Users often point out areas where they get confused, which you might miss by just watching them.
A/B Testing
A/B testing is a method where you show two different versions of a product, version A and version B, to separate groups of users. The goal is to find out which version users find easier to use. This approach works well for testing specific changes, such as:
- Interface design: Trying out different layouts, fonts, or button placements.
- Feature functionality: Looking at different ways to implement a feature to see which one users prefer.
By collecting feedback and observing how users interact with both versions, you can figure out which design or feature is more user-friendly.
Heuristic Evaluation
UX experts usually carry out heuristic evaluations instead of regular users. However, it can reveal important information about usability even before real users test a product. This method involves usability experts assessing the product based on certain established principles, such as:
- Consistency: Is the interface design uniform throughout the product?
- Feedback: Does the product provide clear responses when users take action?
- Error Recovery: Is it simple for users to fix their mistakes?
By conducting heuristic evaluations, experts can spot usability issues that might affect users’ perceptions of the product’s ease of use.
Task Completion Rate and Time on Task
Measuring the time it takes users to finish tasks and whether they can successfully complete them provides a clear view of usability.
Although this primarily looks at actual usability, it also influences how users perceive it. If users frequently have trouble with a task or take a long time to finish, they are more likely to think the product is hard to use.
Challenges in Measuring Perceived Usability
Analyzing perceived usability data is important, but it comes with challenges. Here are some common issues you might face:
Subjectivity
Users have different experiences, and their opinions can vary widely. What one person finds easy to use, another might struggle with. This makes it hard to agree on usability.
To tackle this, consider dividing your user base into different groups and analyzing their feedback separately. This way, you can spot specific trends among various demographics and make targeted improvements.
Perception vs. Reality
Sometimes, users think a product is hard to use, even if it actually works well. Figuring out why there’s a gap between perception and reality can be challenging.
To investigate, conduct follow-up interviews with unhappy users. Ask them detailed questions about their experience to determine whether outside factors affect their views.
Emotions
A user’s feelings can greatly influence how they see usability. If someone is stressed or frustrated, they may give more negative feedback than usual.
Pay attention to the testing environment. Running lab usability testing or tests in a controlled setting can help reduce emotional ups and downs, leading to more accurate feedback.
Analyzing Data on Perceived Usability
Once you’ve collected data on perceived usability, the next critical step is to analyze it to understand how users genuinely feel about your product. This analysis helps identify strengths and weaknesses, guiding future improvements. Here’s a detailed breakdown of how to analyze this data effectively:
1. Compare Survey Scores
A simple way to evaluate how users feel about usability is by using surveys that provide numerical ratings. Tools like the System Usability Scale (SUS) and the Post-Study System Usability Questionnaire (PSSUQ) can help you gather these ratings.
Once you have your initial scores, keep measuring usability at different stages of product development. This ongoing approach allows you to spot trends and see if specific changes positively affect how users perceive your product. For example, if scores go up after adding new features or redesigning, it likely means users appreciate those updates.
Additionally, comparing your scores to industry averages can give you useful insights. If your product scores lower than competitors, it may signal a need for immediate improvement.
2. Identify Patterns
Looking at user comments is just as important as checking numerical scores. Pay attention to common themes or patterns in what users say.
If many users point out the same issues—like trouble using a certain feature—it shows that those areas need attention. For instance, if several people say they’re confused about how to find a specific function, it’s a sign that this feature needs to be made clearer.
Also, note what users like. Knowing what they find helpful can help you maintain successful design elements and guide improvements in the future.
3. Balance Feedback
Combining quantitative data from surveys with qualitative insights from interviews and observations provides a comprehensive view of perceived usability.
You can use survey findings to confirm trends noticed in user interviews. For instance, if interviewees express frustration with a particular task and the survey shows low usability ratings for that task, it highlights the need for targeted improvements.
Combining quantitative scores with qualitative feedback creates a more detailed story about user experiences. For example, survey scores can show an overall average usability rating, while user comments can explain the specific factors that influence that score.
Improving Perceived Usability After Testing
Once you’ve analyzed user feedback, the next step is to improve your product based on what users feel. Here are effective strategies to enhance perceived usability:
- Address Common Issues to Enhance User Satisfaction
One of the easiest ways to boost user satisfaction is to address the common problems people mention in their feedback. By taking their concerns seriously, you can make a real difference in how they feel about the product.
- Improve Visual Design for a More Engaging User Experience
How a product looks really matters. When you improve its visual design, you not only make it more appealing but also create a more enjoyable and user-friendly experience.
- Help Users Learn Faster Through Effective Guidance and Support
Learning how to use a new product can be tough, so it’s important to provide clear guidance and support. This way, users can quickly get the hang of things and feel confident using it.
- Gather Continuous Feedback to Ensure Ongoing Improvement
To keep improving, it’s essential to continuously gather feedback from users. By listening to their experiences, you can ensure that their journey with the product keeps getting better.
- Prioritize Accessibility to Create an Inclusive User Experience
Making your product accessible is crucial for ensuring everyone can use it easily. By focusing on accessibility, you help create an inclusive experience where all users can navigate the interface without any hassle.
Conclusion
Perceived usability focuses on how users experience and interact with your product. Even though technical features matter, it’s often the user’s sense of how easy it is to use that decides if they’ll continue using it. By collecting feedback through surveys and interviews and watching how people use your product, you can gain helpful insights to improve your design.
Trymata is an excellent tool for usability testing. It can help you better understand how users interact with your product. Features like remote testing, feedback collection, heatmaps, and collaboration tools allow you to gather useful information for making improvements.
Using Trymata in your testing process can help you create a more user-friendly product, boosting satisfaction and engagement.