Data is everywhere, being collected all the time. It helps us make the best possible products and services for our clients. Not to mention, constantly improving. Scrunch, a legendary influencer marketing platform, relies on data to get your brand in front of the right people at the right time. Almost too good to be true-but it’s legit!

We caught up with Tim, UX lead from Scrunch, to see how important user testing is to him and his team and how they get the most value out of their data. “Coming from a consulting background, I’m used to the agile working methodology…” said Tim. In layman terms, this means he’s used to running sprints and iterating at a fast pace. So, the first thing he did when he started at Scrunch is implement a custom framework.

“Every feature we go through, we have a defined process. From early exploration phase, to validation. User testing plays a huge role in it.”

Tim and his team test in controlled environments and use user testing to shape and validate their influencer marketing platform.. User testing is an integral part of Scrunch’s processes, so I asked if there’s a UX rule of thumb Tim likes to follow.

“Test as you go is my ultimate rule of thumb for UX… There’s no need to schedule in testing periods in a smaller team. Instead, accommodate for it in each sprint. If something needs to be tested, test it. No questions.”

Sticking to a sprint environment is extremely important for UX designers. Getting used to the process of testing everything will help you achieve the best possible outcome for your clients. Scrunch found that fortnightly sprints work best for their team, they try and keep on top of regular testing.

User testing uncovers the emotional feedback you can’t get from other data collectors like analytics, heat maps or screen recordings. The next step is being able to consume the inundation of data you’ve just received. Tim recommends having multiple note takers then consolidate all of your notes together on a whiteboard; the collaborative approach to consumption. We definitely agree with him!

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Top tips from Tim on running your user test

Be objective with note taking
For in-person observational sessions, I strongly suggest audio recording – extra people in the room will likely intimidate the participant and skew the results. If you’re streaming or watching an online testing session, having extra note takers (as well as an audio recording) will help to catch nuances and triangulate data from different perspectives. After all, notes being taken are still subjective to the notetaker. So the more notes you have, the closer you are to a completely objective view on the user experience of the participant.

Your facilitator isn’t your note taker 
I know we all wear multiple hats in our jobs as UX designers, but when someone facilitates a user test it’s best to keep their attention on the participants. That way the participants will feel acknowledged, valued and most importantly, not like it’s a test. Besides, if your sessions are recorded and you have lots of notes, your facilitator won’t need to worry about note taking.

Collaboration is key
Communication and collaboration are two extremely important qualities to have in any team. Unsurprisingly, collaboration is important to consume all the data you just received. Grab the whole team, do some kind of affinity map, get people to agree on certain points then chuck them up on the wall – you’ll be able to see demand a lot clearer.