If you want to know what-the-users-want, test your product with them. Pretty intuitive, most of us would say. Still, not all of us apply it, and when we do, our approaches differ a lot. The truth is these days some startup enthusiasts fail to deliver something good to the world exactly because of the lack of strategy in testing their products. User testing means a world in developing of your product, especially if conducted in the early phase.

So, here’s a few mistakes to be avoided when undergoing usability testing:

0. Not performing tests / doing it late

Redundant information, one could say. But, as we all know – love is blind. The enthusiasm and assurance about the greatness of your new shiny idea can be so strong sometimes to make you neglect checking out how much sense it actually makes for the real users. Even if product creators plan to ‘get out of the lab’ it often happens that they do it too late. And this is way too risky. Once you already spent a lot of time and money creating something is not the best moment to test it. When it comes to usability testing – earlier is better. To be even more specific, very early prototyping phase is the best time to start the tests.

1. Testing with wrong users

Right test user

You don’t need just any feedback, but meaningful one. If, for example, you are testing your app prototype which is meant to ease the trade of real estates, students might not be the best group to ask for an opinion. Reason: this is not the context they are familiar with, as they are not experienced in buying / selling houses anyways. Choose your user group carefully if you don’t want to end up with irrelevant information on your product. This saves time and energy.

2. Asking wrong / too many questions

Not every interaction with users gives you the chance to improve your product. On the contrary, asking users to perform tasks not strictly related to the most important features of your product will not lead you anywhere. It only wastes yours and time of your users. Also, be sure you are not asking too much, since it could be counter-effective. Your users might get confused or bored or simply lose interest. Good way is to be as concise as possible, and focus on the most relevant things for the particular phase in developing your product.

3. Not doing analytics and not setting right KPIs

Even though you are extremely socially and emotionally intelligent, you cannot do a good job in reconstructing the users experience flow without the help of the right analytics. You can learn a lot about your app prototype by simply observing how the testers are using it, and read out of their faces and finger motions if they are confused with it or not. But, measuring the relevant actions is what counts the most. Having the insights in metrics of user behavior while performing given tasks is what truly reveals the problems and leads to solutions. This is what gives you the chance to analyze accurately and set up a good strategy for further development.


We strongly believe in importance of usability testing. This is why we are dedicated developers of KonceptApp – pioneering type of service for usability testing in pre-development stage. What about you? Do you think there is an adequate substitute for user testing?