Have you ever been thinking about what companies like Apple, Amazon or AirBnB e.g. have in common? While none of these are pioneering services of their kind, all of them somehow managed to become the most influential ones. The secret formula is hardly in starting the company name with an ‘A’. More likely, they managed to acquire this huge success thanks to one thing: their devotion to take user friendly design to the next level.

UX is here to stay

Whether we noticed it or not, we’re living in the user-centric era for quite some time now. And it seems that these days users opinion matters more than ever. Namely, offering good experience to your customers changes everything. If they feel good around your product, it is more likely not only they’ll decide to buy it, but also to use it, come back to it, and, especially important in world of social media – it is possible they’ll recommend your product to other people as well.

Neglect early UX checks, prepare to pay more later

So, in order to increase chances for your business to succeed, you should pay special attention on users and their experiences: Will they feel irritated with loading speed of your website? Is your mobile app intuitive enough for them? Do they really have to go through that boring manual in order to use washing machine? If you are developing anything, you better be having right answers on these kind of questions once your product is released. Namely, numbers say that cost of re-work for a final products is extremely high:

Relative cost of rework

A product which fails to provide good UX is a proper money eater. Meaning: if you didn’t think on time what customers like, you will be in a trouble later. And it’s not just that acquisition of users will cost more for this product. Also, if you manage to find people to use your product, be ready to spend more money on customer support than you would if you were thinking about possible problems earlier. The retention of your users would be a real challenge and money waster as well.

Obvious remedy: usability testing

All of listed problems might be prevented by simple listening to your potential users early enough. This means, by being in constant touch with them through whole developing process of your product. Namely, if you are asking yourself: When should I start with usability checks?, the answer is – as early as you start developing your product idea. Ask people what they think of it, let their voice be heard through interviews and surveys before you start making something they don’t need now and won’t use later.

If you’re already in process of product creation, second best time for usability checks is: now! Wherever you are at the moment, you can take an advantage of usability testing results. Tests in later phases of production cycle are especially good for checking if there are problems in user-product interactions. You would be surprised how much important information interactive prototypes can reveal, e.g.


We strongly believe in importance of usability testing. This is why we developed KonceptApp – pioneering type of service for usability testing in prototyping stage. What about you? Do you think there is an adequate substitute for user testing?