Mobile apps can’t just be “usable.” They need to be worth using. Usability testing, then, is the aptly named process of ensuring that customers can use your app as intended—and actually enjoy the process—without any hiccups or frustrations along the way.

The process itself will differ depending on the operating system, app type, and potential usability issues, but no mobile app development project is complete without it.

What is mobile app usability testing?

Mobile app usability testing is the process of seeing how effective and efficient your app is in “real world” scenarios. It’s a form of non-functional testing, so the test isn’t necessarily about squashing product bugs (though your test participants will almost certainly find some). Instead, the goal is to ensure your users can achieve the objectives you want them to achieve—and do so as intuitively as possible.

In most cases, a usability test involves giving actual or potential users a set of in-app tasks to complete, then gathering feedback. Some tasks might be as simple as changing your username; others are far more complex.

For example, if we were creating a test for a new car rental app, we might ask users to complete the following steps on their mobile device:

• Navigate to the “About Us” section
• Locate a specific make and model
• Sign up for promotional emails
• Create an account

By observing the user’s progress and asking follow-up questions about their experience, we can collect the data we need to make informed decisions about the app’s UI and UX.

Usability testing can occur at the prototyping stage, once you have an MVP (minimum viable product), or post-launch. We prefer to conduct multiple rounds of testing at all three of these stages to deliver the best results and avoid backtracking.

Different types of usability testing

Depending on your timeline, budget, and project needs, you can choose from a handful of testing strategies to gather feedback from real users. Here’s a brief explanation of three of the most-used forms of usability testing.

Moderated usability testing

Often performed in a controlled environment (like a lab), a moderated usability test is the most in-depth approach. Moderators sit in on the process to keep users focused, provide prompts, and answer questions.

Because it involves experienced personnel and specialized devices, moderated usability testing can be time-consuming and costly. However, we find it tends to produce the best qualitative and quantitative data, as moderators can modify the test on the fly or ask users to elaborate.

Unmoderated usability testing

In an unmoderated setting, participants are simply given a list of tasks to complete; there’s no one there to guide them or answer questions. Most unmoderated testing is conducted remotely using platforms like Maze, rather than in lab settings.

Although unmoderated testing doesn’t leave room for follow-ups, it’s affordable and efficient. More importantly, the lack of moderation helps participants feel at ease, giving us more data on how users interact with the digital product in their natural environment.

Guerilla usability testing

This usability testing method takes your app to your potential users. In a guerilla test, passers-by are stopped and asked to perform tasks.

Because the test participants are random, there’s no guarantee you’ll reach users from your target audience. Still, guerilla testing can provide insight into the general public’s opinion of your app—perfect for brands looking to bring a more niche product to a wider market.

How to effectively test mobile app usability

Usability testing results are only usable when the tests are thorough and well-thought-out. By partnering with Utility, you’ll have an experienced team designing and leading the entire exercise. 

Step 1: Plan the test

All productive usability tests begin with extensive planning. Before we put out a call for test participants, we put our heads together to:

• Clarify objectives – What do we hope to learn from our usability tests?

• Identify target users – Who do we want to test the mobile app?

• Define task list – What do we want the participants to do?

For us, this initial stage is a highly collaborative process. As experienced designers and developers, we know what we’re looking for, but we want to ensure we’re testing for the metrics that matter to our clients and their target users. We brainstorm the most essential functions and start by testing those before moving on to secondary and tertiary actions.

Step 2: Conduct the study

With a plan in place, we’ll invite participants to partake in our test. On paper, this part of the process seems simple, but usability testing is about more than handing future users a to-do list. When we’re in the room with participants, we take an active approach, steering clients through a specific flow.

Along with completing their list of tasks, participants also go through a pre- and post-test interview.

Step 3: Analyze test results

Now the most productive part of the process begins: analyzing and actioning our insights. Using screen recordings, heat maps, pupil-tracking data, and verbal feedback, our team determines which parts of your app are working and which aren’t.

Naturally, we’ll look at whether the user was able to complete their tasks without challenges. But we’re also interested in more telling questions, like:

• Did the user follow the intended pathway? Or did they go outside the lines?
• How did the user feel while going through the process?
• Was anything confusing? Surprising? Frustrating?

In the end, we’re left with a list of recommended ways to improve your app. After prioritizing and implementing changes, we’ll start the usability testing anew until every last kink has been ironed out.

3 reasons mobile app usability testing is crucial to app development

So, why go to all this trouble? Of course, the most obvious benefit of app usability testing is improving how your app looks and feels. But there are other reasons to invest in robust usability tests.

1. Faster time to market

Although it may seem counterintuitive, spending more time on usability testing saves time in the long run—especially when conducted in the prototype or MVP stages. By collecting data on user experience and preferences early on, we can change features and UI elements before they’re set in stone.

This benefit of usability testing is especially notable for apps with more complex features. Take our client GIA (Geological Institute of America), for instance. GIA needed to integrate an external microscope with their app to identify and verify diamonds. By focusing on this functionality during early usability testing, we were able to build the rest of the product around this core feature in a way that made sense to users.

2. Better App Store rankings

When your mobile app experience is seamless, users will review it more favorably. And when you have more 5-star ratings, consumers are more likely to download your app.

Aside from the social proof that positive reviews provide, Apple and Google also take ratings and reviews into account when indexing apps in their respective app stores. Better ratings can push your app to the top of the charts.

It’s a phenomenon we saw firsthand when we partnered with pliability, the leading stretching and mindfulness app on the market. Through extensive usability testing, we found that 73% of users felt encouraged to share their workouts to Instagram (the platform pliability most wanted to target for growth and visibility). By confirming that users were turning to Instagram over sharing via Messages, we knew we were on the right track with our UI choices.

Soon after launching, the app garnered a rating of 4.9 stars on the App Store, and subscription revenue grew to $20 million.

“Utility re-designed and re-built three new, completely revamped platforms in under half a year, and they’ve brought pliability into a more streamlined, modern place. Could not be happier with our continued partnership with the team at Utility.”

Stefano Scalia, CMO

Pliability

3. Increased customer lifetime value

Usability testing for mobile apps ultimately pays dividends by creating loyal customers. When your app’s UX is unappealing, up to 70% of users may abandon ship. When your app is easy to use, customers stick around. It’s that simple.

Naturally, having more engaged customers leads to more in-app purchases, more subscriptions, and more revenue overall.

Utility: going beyond usability

When you’re investing time and capital into a mobile app or online experience, you want proof that it will resonate with your users. Usability testing plays a role in effective app development—but it only scratches the surface.

For us, usability is the bare minimum. We create lightning-fast, aesthetically pleasing digital products that leave a lasting impression on your users and ultimately improve how they live their lives. And our thorough take on usability testing is just one of the many essential steps in our approach.

Ready to move forward with comprehensive mobile app development? Let’s talk.

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