User research via visual feedback

visual feedback
visual feedback

Today we look at: User research via visual feedback

Would you like to get user feedback on graphical stimuli? You simply cannot decide between design A or design B? Are you wondering whether customers can understand your new form design and use it intuitively?

Many questions and use cases - one answer: visual feedback tools!

What is visual feedback?

Visual Feedback Tools are also known as Usability Feedback Tools.

The aim is to improve usability, i.e. user-friendliness, of a website or app as well as a design / concept evaluation through direct integration of user feedback.

In an online survey, the user is presented with images, forms etc., which he then evaluates and, if necessary, comments on.

As you can already see, user feedback cannot only be gathered through the classic user experience test in the laboratory.

Where is visual feedback used?

As part of an internal study by Facit Digital, various visual feedback tools were evaluated. Though all these tools have the optimization of concepts and visual designs as a common goal, they differ in their application:

Preference Testing

Should we use a red or rather a blue banner? Should it be placed at the top or rather in the middle? The classic preference test helps you choose the best version of a design by letting the user decide!

First Click test

Is your new site intuitive to use? Does the participant immediately know where to click to reach his goal? Answers are provided by so-called First Click Tests.

The user is requested to complete a task on basis of a draft, e.g. "Please complete the order process".

An analysis of the click positions provides a useful insight into the design, so that usage barriers can be uncovered and information about the individual expectations of the users can be collected.

Feedback Widget

In the age of digitalization, the user is less and less tangible. A potential customer can leave your website almost unnoticed and you may never know what made him leave.

The solution is provided by so-called feedback widgets, i.e. small program windows integrated into your website that collect user feedback.

Comment on graphic stimuli

Are you interested in the users' opinions on individual areas of your new design?

Then you have reached the right place!

Another application of visual feedback tools is the recording of the participants’ comments on graphical stimuli. The user freely marks areas on the picture, evaluates these points (Likes, Dislikes) and has the possibility to refer to problems or understanding difficulties in a comment field.

Which method fits best, depends entirely on the basic research question and the individual goal of the client.

Michael Wörmann

Anna Katharina Borufka

At Facit Digital, Anna specializes in quantitative market research. In addition to her enthusiasm for statistical research and its applications, she is also open to creative approaches, for example when it comes to developing new concepts together with users and customers.