Sofia Picazzo
Business Development Manager at Criterius
ANDn today’s dynamic and competitive business world, where consumer expectations change rapidly and innovation is key, the success of a project largely depends on a company’s ability to understand and meet the needs of its end users. Yet, despite this reality, one common mistake persists: underestimating user testing . This mistake, according to the latest data, has proven to be the cause of failure in a staggering 46% of business projects.
User testing , an essential practice within the product or service design and development process, involves subjecting a product or service to direct evaluation by representative users. This evaluation aims to identify usability issues, understand user expectations, and validate proposed solutions. Although the benefits of user testing are broad and armenia number data significant, including improved usability, validation of concepts, optimization of user experience, and long-term cost savings, many companies continue to overlook this critical stage.
What are the reasons behind this lack of appreciation for user testing ?
One of the main explanations lies in the misperception that user testing is expensive, time-consuming, and slows down the development process. However, this limited view overlooks the fact that a lack of user testing can result in products or services that do not meet market expectations , leading to significant financial losses and damage to the company's reputation.
To avoid becoming part of the worrying statistic of 46% of projects that fail due to lack of user testing , companies must integrate this practice into all stages of the product life cycle. This involves conducting early and frequent tests, incorporating user feedback into the development process, and allocating adequate resources to carry out exhaustive testing. In the age of digitalization, it is already a reality that we need to live connected to our users to know how their needs are evolving every day. New technologies are showing us that we can learn from their insights and in this way be more competitive in the market. Only in this way will we be able to focus more effectively on business objectives.