ABSTRACT
Chapter 10 introduces usability and customer experience as important lenses for testing and improving digital business ideas. In usability testing, customers are asked to perform specific tasks. By observing users, designers can identify any barriers to successfully completing important actions that lead to business success. This chapter shows how to design and conduct two basic types of usability tests. The end product of a usability test is a ranked list of the most important changes to make on a prototype site that will increase usability. Improving usability should lead to a better customer experience, more user satisfaction, and more conversions.
