Validating a Redesign Before Build

A model trained on eye-tracking data predicts where people will look first on a page, ad or design. It gives a quick read on visual hierarchy without recruiting anyone, but it predicts attention, not understanding or conversion.

AI agents attempt tasks on a prototype or live site, sometimes acting as personas, and report where they got stuck, what broke and what confused them. It works like an automated expert pass rather than a usability study with real people.

We use a sample pool of target participants and analyse their responses to a series of questions after they look at a page for a limited time (typically 5 seconds). This helps us gather feedback on the copy, UI, clarity/motivation on next action etc. Five second tests allow us to gauge what information and impression users derive from a design within the initial five seconds of viewing the page. This helps us understand the effectiveness of the design and the messaging.

A form of user research focused on website copy and written content. A sample pool of users are recruited and asked to review excerpts of copy. They are then asked to answer a series of questions to assess their level of understanding, outstanding questions and next steps. Our recommended copy testing tool is Wynter.

Preference testing involves showing participants two (or more) versions of a page, an element, or a piece of copy, and asking them to select their preference and provide rationale for their preference. Data from the full sample of participants can then be used to draw conclusions about the best-performing version.

Use usability study tools or specific prototype testing tools such as Maze to set recruited participants specific tasks to complete on a prototype version of a page, functionality or website. This is usually conducted remotely (see remote usability studies) but can also be in a moderated setting.

Use a sample pool of participants who match your target audience. Watch and listen as they walk through your site and perform queued tasks. Moderated usability studies involve one-to-one sessions conducted by a skilled moderator who will set the tasks and questions, allowing for a deeper level of insight. Moderated usability studies can be conducted in person or via Zoom, Teams, etc.

Running a live, randomised experiment that splits traffic between a control and one or more variants to measure the causal effect of a change on a target metric.