After completing the planning phase and creating the required artefacts, I needed to move on to contacting potential participants, allowing them to complete the user test tasks and analysing the feedback received.
This would enable me to make decisions as to what changes I need to make to my brand or product.
I wanted to reach out to a variety of participants for this user test. I also needed to consider the time pressure I was under and select people who would likely respond and carry out the testing for me. I was also aware from my time on placement that people who are not designers or who do not understand the design process often struggle to evaluate lo-fi or mid-fi prototypes, as they often still look for visual elements that are often lacking within lower fidelity prototypes. As I was unable to fully moderate these user tests and explain the fidelity in person, this led me to look towards my colleagues from placement as ideal participants for this test. I was fortunate to spend my placement as part of a large design team, so there was a wide range of people from whom I could choose and ensure an adequate variety of participants.
I reached out to my participants via DMs to see if they were able to complete the testing and recorded these via a table on Miro, so I could keep track of the process.
I reached out to ten participants for this round of testing, hoping to achieve between 5 and 8 replies, as this would give me enough feedback to make useful conclusions and base changes on.
For my brand test, I asked two quantitative questions, which asked a participant to rate their initial feelings towards the brand and how well the brand assets, such as the logo, represented the brand values. The results are shown below:
These are positive results for my brand and show both the brand and the assets I have created are working as I had hoped. There are some areas where I could improve, and I will use the comments people left to explain their scores to understand where these improvements could be made.
For each of my quantitative questions, I asked my participants to explain why they gave the rating that they had, this was to get a deeper insight of how my brand was being viewed.
These answers were in the form of text comments, so to look for themes, I decided to move them to Miro and complete a card sort. This would allow me to quickly see any themes that were coming up from multiple participants. I could also analyse the comments and decide what, if any, changes I needed to make.
I was able to card sort the comments left into three main categories for comments discussing the logo, the name and the brand’s typeface. While most of these comments were positive, there were some suggestions I want to explore further: