User Tested

CHAPTER 5Capture and Analyze: Sifting Through the Noise to Find the Signal

Let's say you've mocked up some visual designs for a new marketing campaign, sent them out to loyal customers for input, and just received a dozen recordings of user test sessions. This is exciting, right? With these videos queued up on your screen, you're about to dive into some honest feedback on your ideas.

Then you click “play,” and an absolute avalanche of information comes tumbling out of your screen into your lap. In addition to the comments your users make and where they click, you're seeing body language and facial expressions that add nuance to what they're saying and doing. Tone of voice adds another layer to the opinions and feedback these individuals are sharing. It's a lot to process.

Then you realize that this user input isn't just overwhelming and totally subjective but is also passing through your own personal filters. As a person with specific lived experiences, you're only able to interpret these customer videos based on your unique viewpoint. This can get complex quickly …

Don't worry, we've got your back. This chapter includes best practices for capturing and analyzing customer feedback all while mitigating bias. We will give you concrete steps and helpful guidance so you can mine those user test sessions for precious human insight.

But before we dig into all that, here's a quick (and fascinating) cautionary tale about the importance of approaching your analysis process with the ...