User Tested

CHAPTER 6Take Action on Human Insight: Decide Where and How to Apply Your Learnings

When user tests surface an issue that needs to be addressed, that's human insight—and great guidance. Remember, this is the value that user testing provides. But that value is squandered if the insight you've uncovered isn't used to improve the experience you create for customers. Gathering human insight is the mandatory first step, but putting it to work is the equally crucial follow‐up action.

One of the best places to start is deciding if you need to funnel this information to a different team or if you can address it yourself. Then identify the most actionable next step that will move it toward resolution or improvement.

There are a variety of issues and potential actions that arise as a result of user testing, and there is never a “right” answer on how to respond. In fact, most problems that users encounter have multiple possible fixes. Here are some examples:

• If the feedback you received was that users needed more information, identify what needs to be added and integrate it. This may involve more or different imagery, more copy, or access to customer reviews.
• If the challenge that arose was related to struggles in finding something specific, you may have issues with your naming conventions, how you've organized your content, or even your search functionality.
• If you tested a marketing message or strategy and it fell flat, you may have a variety of issues to address, including tone of ...