Usability studies are very important for consumer facing websites, as they directly impact the funnel metrics (downloads/visits, engagements, conversions and journey abandonment). If you are a product manager for a web-based application or website looking to increase incoming traffic, then you should definitely learn about usability design and testing.
Steve Krug’s first book called “Don’t Make Me Think” was about online usability and was a big hit among web designers and consumer web enthusiasts. It answered the question “why is usability important”, and provided specific recommendations for website design in the following 3 parts:
1. Guiding Principles
2. Things You Need To Get Right
3. Larger Concerns And Outside Influences
Subsequently, he has written a follow-up book, “Rocket Surgery Made Easy” which emphasises how product managers and UX designers should conduct usability tests for their website. [Actually the principles given in the book can also be applied for any mobile app testing]
This book is a good guide to usability testing, filled with examples and has many suggestions for running test studies. It’s fairly short, and can be read in a couple of hours, or skimmed through in about 30 minutes.
The book is divided into 3 parts:
- Finding Usability Problems: This section talks about the common usability issues and how to prepare for testing them
- Fixing Usability Problems: This section talks about the ways to identify usability issues and potential fixes after diagnosis
- The Road Ahead (This talks about remote testing, and lists additional reading material)
You should keep this book as a reference, as it introduces usability testing formally, increases your knowledge about UX and clears most misconceptions about the product-feature usage. It also has a sample test script and consent form, that gives an idea of how to sign-up beta testers.
If you are a junior product manager and can drive usability testing for your website section, or for a particular feature set, or the entire site, then you will have a significant advantage over your peer PMs.
I strongly believe that product managers must continuously learn new skills and UX design and testing is has become a must-have skill today. Formal knowledge of usability testing will definitely help in your career growth as a product manager.