Holly Hester-Reilly, Founder of H2R Product Science, draws parallels between successful usability testing of e-commerce websites and kiosk applications. From Hester-Reilly, “One of the most common cases for usability testing and improvement is e-commerce conversion. That’s because it’s easy to measure and high volume. A highly usable checkout flow will result in more completed purchases and more revenue. This can generate 10x returns.” Translating that to self-service applications, unsuccessful experiences will result in more customer requests for human assistance, incomplete interactions, and frustrated customers.
While traditional usability testing can be expensive and time-consuming, there are options that will allow for testing without a significant financial investment. Hester-Reilly suggests that solutions such as interviews.com can provide participants at a reasonable cost. Moreover, while the expense of usability testing is clear, the cost of not testing is ongoing and can be significant.
One such cost is challenging to measure. For high-frequency kiosk use cases, the end user will have the option to find alternative methods for completing their task (chose another restaurant, visit another ATM, etc.). When kiosks are difficult to use, they may relocate to find a more user-friendly experience. In addition, more customers will ask to speak with a human attendant. As a result, more usable kiosks will save money on support and reduce customer frustrations. Usability can also ultimately improve conversion rates.
Read the rest of the article here: Improving the Customer Experience with Usability Testing
Also published on Medium.