[IxDA Discuss] The death of web usability testing as we know it?

[Oleh Kovalchuke]

A few comments based on the biological microevolution analogy.



1) Just like in biology the "why" question is irrelevant for the final
measurable outcome as long as the outcome is optimized (sales, click through
– whatever is measured).  Just like in evolution the why question is
important and will be debated in academia.

2) People are notoriously poor at articulating their motivations (look at
the industry of psychoanalysis for example). Let's take the position of the
search box example. Would the users be able to say why positioning the box
on top of the left nav is better than in the right top corner?

3) The difference in sales between the two design choices could be
statistically significant 5%. Depending on volume 5% could translate into
millions of dollars. Would conventional testing detect the 5% difference in
the outcome?

4) Finally, I think, the randomized real time statistical analysis could
lead to the modified, more agile development process. I wonder if we call it
"Optimized Design Drift" or, perhaps, "IDE - Intelligent Design Evolution"?



Thanks everyone for your discussion.

-- 
Oleh Kovalchuke
Interaction Design is the Design of Time
http://www.tangospring.com/IxDtopicWhatIsInteractionDesign.htm