Tasks
We set realistic goals, for example “find a present under PLN 150 and order it to a parcel locker” or “book a GP appointment for next Tuesday”. No instructions on where to click.
The method is simple and inexpensive: the participant receives a goal, and the moderator stays silent and offers no hints, however tempting that may be.
We set realistic goals, for example “find a present under PLN 150 and order it to a parcel locker” or “book a GP appointment for next Tuesday”. No instructions on where to click.
We record where the participant pauses, backtracks, searches blindly or gives up, and ask them to think aloud as they go.
Most sessions happen on phones, because something perfectly legible on a 27-inch monitor often disappears below the fold on a 6-inch screen.
Keyboard-only use, the NVDA or VoiceOver screen reader, contrast and legibility against WCAG 2.1 AA. For public bodies this is a legal duty; whether the European Accessibility Act covers your shop is worth checking with a lawyer.
The most treacherous spot on any site: pointless fields, vague error messages, data wiped when going back a step, compulsory account creation.
Problems ranked by their effect on conversion or task completion, each with a short clip showing it and an estimate of the effort needed to fix it.
A study with five participants is a short project, and the plan gives the report date, task preparation included.
We agree what we want to learn, such as “why do so many customers drop out when choosing delivery”.
We find participants from your target group and write tasks that describe a goal rather than a sequence of clicks.
Calls on Teams or Google Meet with screen recording, during which we deliberately do not help.
We separate one-off quirks from problems that recur across several people and propose specific changes.
Analytics show the effect, observation shows the cause. Google Analytics will tell you half of visitors abandon the basket at the delivery step. It will not tell you they simply cannot see the “Next” button hidden under the pickup point map. A participant thinking aloud explains that in five minutes.
Ideally from existing customers or people in your target group, reached for instance through a newsletter with a small reward. Failing that, staff from other departments who have never used the product will do. The people who designed the interface are no good: they click the right spot by reflex.
Yes, and it is the cheapest moment to do so. A study on a clickable Figma prototype lets you rework the structure while a change still means a few designer hours rather than weeks of development.
For one round, yes: the first participants stumble over the same obstacles, and then observations start to repeat. Two rounds of five with fixes in between reveal more than a single round with twenty.
Participants sign informed consent stating the purpose and retention period. Recordings are kept on servers in the EU, shared only with people who need them and deleted after the agreed time.
Tell us at which step your analytics show the biggest drop-off. We will run sessions and show you the real reasons.
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