EO003: How usability testing saved our client from wasting 5 figure ad budget

Summary
In this episode, Nils shares a concrete example of a project where usability testing played a crucial role in improving the user experience. The client, Relayr, needed a new website that effectively communicated their industrial IoT solution to their target audience. Through wireframing and usability testing, Nils and his team discovered that the target audience was more interested in detailed product information rather than a return on investment calculator. This insight allowed them to update the wireframes and create a website that resonated with the target audience. Nils emphasizes the importance of user experience in all aspects of a digital product and how it requires collaboration from everyone in the company.
Takeaways
Usability testing is a crucial step in improving the user experience of a digital product.
Understanding the needs and preferences of the target audience is essential for designing an effective website.
Wireframing allows for quick iteration and validation of design ideas.
User experience is not limited to the UI design and involves the entire user journey.
Collaboration from all members of the company is necessary to create a great user experience.
Sound Bites
"Not one single this idea of the ROI they all in saying it in different ways, but they all came back to us and said, run an industry business here can absolutely calculate my own return on invest, you know."
"This sort of a part of user in this case, the business owners and CEOs and these high profile people who are the customer group of this, who this website is going to talk to, they are the users in this case, right?"
"I really hope that going from one aspect of user experience to the concrete examples like help to understand what it really takes to build a digital product and to experience that your users are going to have with"
Chapters
00:00 Introduction and Purpose of the Podcast
00:54 Concrete Example: Usability Testing for Relayer
04:35 Challenges of Working in a Niche Field
07:42 The Importance of Testing and Iteration
10:33 User Feedback and Adjusting the Design
12:47 Saving Money on Ad Budget Through Usability Testing
14:27 User Experience and Brand
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Hi, I’m Nils, Co-Founder and Head of Interaction Design at Dinghy. With over 10 years of experience in designing and building websites, I’m passionate about creating great digital experiences. At Dinghy, we believe that exceptional UX comes from the synergy of branding, content strategy, design, and development, all working together seamlessly.
On this channel, I show you how to create outstanding user experiences for your customers through hands-on, easy-to-follow how-tos in wireframing, UI design, stakeholder management, usability testing, HTML, CSS, and frontend development.