Usability Testing Guide: What It Is, How to Run It, and When to Use Each Method

When it comes to financial services, user experience goes way beyond just making things easy to use. It’s about creating a seamless journey and establishing trust at every touchpoint. Think about it: as we rely more and more on digital banking and financial apps in our everyday lives, we need to feel absolutely confident that our personal information is safe and that the companies managing our money actually know what they're doing. Without that trust foundation, even the most competitive brands will struggle with customer adoption.

‍

Why Trust Matters More Than Ever

‍

The stakes are uniquely high in financial UX. Unlike other digital products where a poor experience might result in minor frustration, financial applications handle our life savings, investment portfolios, and sensitive personal data. A single misstep in design can trigger alarm bells for users, potentially leading to lost customers.

‍

Using UX Research to Measure and Build Trust

‍

Building high trust experiences requires deep insights into user perceptions, behaviors, and pain points. The best UX platforms can help financial companies spot trust issues and test whether their solutions actually work.

‍

Identify Trust Issues with Tree Testing

‍

Tree testing helps financial institutions understand how easily users can find critical information and features:

‍

• Test information architecture to ensure security features and privacy information are easily discoverable
• Identify confusing terminology that may undermine user confidence
• Compare findability metrics for trust-related content across different user segments

‍

Optimize for Trustworthy First Impressions with First-Click Testing

‍

First-click testing helps identify where users naturally look for visual symbols and cues that are associated with security:

‍

• Test where users instinctively look for security indicators like references to security certifications
• Compare the effectiveness of different visual trust symbols (locks, shields, badges)
• Identify the optimal placement for security messaging across key screens

‍

Map User Journeys with Card Sorting

‍

Card sorting helps brands understand how users organize concepts. Reducing confusion, helps your financial brand appear more trustworthy, quickly:

‍

• Use open card sorts to understand how users naturally categorize security and privacy features
• Identify terminology that resonates with users' perceptions around security

‍

Qualitative Insights Through Targeted Questions

‍

Gathering qualitative data through strategically placed questions allows financial institutions to collect rich, timely insights about how much their customers trust their brand:

‍

• Ask open ended questions about trust concerns at key moments in the testing process
• Gather specific feedback on security terminology understanding and recognition
• Capture emotional responses to different trust indicators

‍

What Makes a Financial Brand Look Trustworthy?

‍

Visual Consistency and Professional Polish

‍

When someone opens your financial app or website, they're making snap judgments about whether they can trust you with their money. It happens in milliseconds, and a lot of that decision comes down to how polished and consistent everything looks.Clean, consistent design sends that signal of stability and attention to detail that people expect when money's involved.

‍

To achieve this, develop and rigorously apply a solid design system across all digital touchpoints including fonts, colors, button styles, and spacing, it all needs to be consistent across every page and interaction. Even small inconsistencies can make people subconsciously lose confidence.

‍

Making Security Visible

‍

Unlike walking into a bank where you can see the vault and security cameras, digital security happens behind the scenes. Users can't see all the protection you've built in unless you make a point of showing them.

‍

Highlighting your security measures in ways that feel reassuring rather than overwhelming gives people that same sense of "my money is safe here" that they'd get from seeing a bank's physical security.

‍

From a design perspective, apply this thinking to elements like:

‍

• Real time login notifications
• Transaction verification steps
• Clear encryption indicators
• Transparent data usage explanations
• Session timeout warnings

‍

You can test the success of these design elements through preference testing, where you can compare different approaches to security visualization to determine which elements most effectively communicate trust without creating anxiety.

‍

Making Complex Language Simple

‍

Financial terminology is naturally complex, but your interface content doesn't have to be. Clear, straightforward language builds trust so it’s important to develop a content strategy that:

‍

• Explains unavoidable complex terms contextually
• Replaces jargon with plain language
• Provides proactive guidance before errors occur
• Uses positive, confident messaging around security features

‍

You can test your language and navigation elements by using tree testing to evaluate user understanding of different terminology, measuring success rates for finding information using different labeling options.

‍

Create an Ongoing Trust Measurement Program

‍

A user research platform enables financial institutions to implement ongoing trust measurement across the product lifecycle:

‍

Establish Trust Benchmarks

‍

Use UX research tools to establish baseline metrics for measuring user trust:

‍

• Findability scores for security features
• User reported confidence ratings
• Success rates for security related tasks
• Terminology comprehension levels

‍

Validate Design Updates

‍

Before implementing changes to critical elements, use quick tests to validate designs:

‍

• Compare current vs. proposed designs with prototype testing
• Measure findability improvements with tree testing
• Evaluate usability through first-click testing

‍

Monitor Trust Metrics Over Time

‍

Create a dashboard of trust metrics that can be tracked regularly:

‍

• Task success rates for security related activities
• Time-to-completion for verification processes
• Confidence ratings at key security touchpoints

‍

Cross-Functional Collaboration to Improve Trust

‍

While UX designers can significantly impact brand credibility, remember that trust is earned across the entire customer experience:

‍

• Product teams ensure feature promises align with actual capabilities
• Security teams translate complex security measures into user-friendly experiences
• Marketing ensures brand promises align with the actual user experience
• ‍Customer service supports customers when trust issues arise

‍

Trust as a Competitive Advantage

‍

In an industry where products and services can often seem interchangeable to consumers, trust becomes a powerful differentiator. By placing trust at the center of your design philosophy and using comprehensive user research to measure and improve trust metrics, you're not just improving user experience, you're creating a foundation for lasting customer relationships in an industry where loyalty is increasingly rare.

‍

The most successful financial institutions of the future won't necessarily be those with the most features or the slickest interfaces, but those that have earned and maintained user trust through thoughtful UX design built on a foundation of deep user research and continuous improvement.

‍

‍

User experience research is super important to developing a product that truly engages, compels and energises people. We all want a website that is easy to navigate, simple to follow and compels our users to finish their tasks. Or an app that supports and drives engagement.

‍

We’ve talked a lot about the various types of research tools that help improve these outcomes. 

‍

There is a rising research trend in 2021.

‍

Mixed method research - what is more compelling than these user research quantitative tools? Combining these with awesome qualitative research! Asking the same questions in various ways can provide deeper insights into how our users think and operate. Empowering you to develop products that truly talk to your users, answer their queries or even address their frustrations.

‍

Though it isn’t enough to simply ‘do research’, as with anything you need to approach it with strategy, focus and direction. This will funnel your time, money and energy into areas that will generate the best results.

‍

Mixed Method UX research is the research trend of 2021

‍

With the likes of Facebook, Amazon, Etsy, eBay, Ford and many more big organizations offering newly formed job openings for mixed methods researchers it becomes very obvious where the research trend is heading.

‍

It’s not only good to have, but now becoming imperative, to gather data, dive deeper and generate insights that provide more information on our users than ever before. And you don't need to be Facebook to reap the benefits. Mixed method research can be implemented across the board and can be as narrow as finding out how your homepage is performing through to analysing in depth the entirety of your product design.

‍

And with all of these massive organizations making the move to increase their data collection and research teams. Why wouldn’t you?

‍

The value in mixed method research is profound. Imagine understanding what, where, how and why your customers would want to use your service. And catering directly for them. The more we understand our customers, the deeper the relationship and the more likely we are to keep them engaged.

‍

Although of course by diving deep into the reasons our users like (or don’t like) how our products operate can drive your organization to target and operate better at a higher level. Gearing your energies to attracting and keeping the right type of customer, providing the right level of service and after care. Potentially reducing overheads, by not delivering to expected levels.

‍

What is mixed method research?

‍

Mixed methods research isn’t overly complicated, and doesn’t take years for you to master. It simply is a term used to refer to using a combination of quantitative and qualitative data. This may mean using a research tool such as card sorting alongside interviews with users. 

‍

Quantitative research is the tangible numbers and metrics that can be gathered through user research such as card sorting or tree testing.

‍

Qualitative research is research around users’ behaviour and experiences. This can be through usability tests, interviews or surveys.

‍

For instance you may be asking ‘how should I order the products on my site?’. With card sorting you can get the data insights that will inform how a user would like to see the products sorted. Coupled with interviews you will get the why.

‍

Understanding the thinking behind the order, and why one user likes to see gym shorts stored under shorts and another would like to see them under active wear. With a deeper understanding of how and why users decide how content should be sorted are made will create a highly intuitive website. 

‍

Another great reason for mixed method research would be to back up data insights for stakeholders. With a depth and breadth of qualitative and quantitative research informing decisions, it becomes clearer why changes may need to be made, or product designs need to be challenged.

‍

How to do mixed method research

‍

Take a look at our article for more examples of the uses of mixed method research. 

‍

Simply put mixed method research means coupling quantitative research, such as tree testing, card sorting or first click testing, with qualitative research such as surveys, interviews or diary entry.

‍

Say, for instance, the product manager has identified that there is an issue with keeping users engaged on the homepage of your website. We would start with asking where they get stuck, and when they are leaving.

‍

This can be done using a first-click tool, such as Chalkmark, which will map where users head when they land on your homepage and beyond. 

‍

This will give you the initial qualitative data. However, it may only give you some of the picture. Coupled with qualitative data, such as watching (and reporting on) body language. Or conducting interviews with users directly after their experience so we can understand why they found the process confusing or misleading.

‍

A fuller picture, means a better understanding.

‍

Key is to identify what your question is and honing in on this through both methods. Ultimately, we are answering your question from both sides of the coin.

‍

Upcoming research trends to watch

‍

Keeping an eye on the progression of the mixed method research trend, will mean keeping an eye on these:

‍

1. Integrated Surveys

‍

Rather than thinking of user surveys as being a one time, in person event, we’re seeing more and more often surveys being implemented through social media, on websites and through email. This means that data can be gathered frequently and across the board. This longitude data allows organizations to continuously analyse, interpret and improve products without really ever stopping. 

‍

Rather than relying on users' memories for events and experiences data can be gathered in the moment. At the time of purchase or interaction. Increasing the reliability and quality of the data collected. 

‍

2. Return to the social research

‍

Customer research is rooted in the focus group. The collection of participants in one space, that allows them to voice their opinions and reach insights collectively. This did used to be an overwhelming task with days or even weeks to analyse unstructured forums and group discussions.

‍

However, now with the advent of online research tools this can also be a way to round out mixed method research.

‍

3. Co-creation

‍

The ability to use your customers input to build better products. This has long been thought a way to increase innovative development. Until recently it too has been cumbersome and difficult to wrangle more than a few participants. But, there are a number of resources in development that will make co-creation the buzzword of the decade.

‍

4. Owned Panels & Community

‍

Beyond community engagement in the social sphere. There is a massive opportunity to utilise these engaged users in product development. Through a trusted forum, users are far more likely to actively and willingly participate in research. Providing insights into the community that will drive stronger product outcomes.

‍

What does this all mean for me

‍

So, there is a lot to keep in mind when conducting any effective user research. And there are a lot of very compelling reasons to do mixed method research and do it regularly. 

‍

To remain innovative, and ahead of the ball it remains very important to be engaged with your users and their needs. Using qualitative and qualitative research to inform product decisions means you can operate knowing a fuller picture.

‍

One of the biggest challenges with user research can be the coordination and participant recruitment. That’s where we come in.

‍

Taking the pain out of the process and streamlining your research. Take a look at our Qualitative Research option, Reframer. Giving you an insight into how we can help make your mixed method research easier and analyse your data efficiently and in a format that is easy to understand.

‍

User research doesn’t need to take weeks or months. With our participant recruitment we can provide reliable and quality participants across the board that will provide data you can rely on.

‍

Why not get in deeper with mixed method research today!

Introduction

‍

User research is invaluable, but in fast-paced environments, researchers often struggle with tight deadlines, limited resources, and the need to prove their impact. In our recent UX Insider webinar, Weidan Li, Senior UX Researcher at Seek, shared insights on Efficient Research—an approach that optimizes Speed, Quality, and Impact to maximize the return on investment (ROI) of understanding customers.

‍

At the heart of this approach is the Efficient Research Framework, which balances these three critical factors:

• Speed – Conducting research quickly without sacrificing key insights.
• Quality – Ensuring rigor and reliability in findings.
• Impact – Making sure research leads to meaningful business and product changes.

‍

Within this framework, Weidan outlined nine tactics that help UX researchers work more effectively. Let’s dive in.

‍

‍

1. Time Allocation: Invest in What Matters Most

‍

Not all research requires the same level of depth. Efficient researchers prioritize their time by categorizing projects based on urgency and impact:

• High-stakes decisions (e.g., launching a new product) require deep research.
• Routine optimizations (e.g., tweaking UI elements) can rely on quick testing methods.
• Low-impact changes may not need research at all.

‍

By allocating time wisely, researchers can avoid spending weeks on minor issues while ensuring critical decisions are well-informed.

‍

‍

2. Assistance of AI: Let Technology Handle the Heavy Lifting

‍

AI is transforming UX research, enabling faster and more scalable insights. Weidan suggests using AI to:

• Automate data analysis – AI can quickly analyze survey responses, transcripts, and usability test results.
• Generate research summaries – Tools like ChatGPT can help synthesize findings into digestible insights.
• Speed up recruitment – AI-powered platforms can help find and screen participants efficiently.

‍

While AI can’t replace human judgment, it can free up researchers to focus on higher-value tasks like interpreting results and influencing strategy.

‍

‍

3. Collaboration: Make Research a Team Sport

‍

Research has a greater impact when it’s embedded into the product development process. Weidan emphasizes:

• Co-creating research plans with designers, PMs, and engineers to align on priorities.
• Involving stakeholders in synthesis sessions so insights don’t sit in a report.
• Encouraging non-researchers to run lightweight studies, such as A/B tests or quick usability checks.

‍

When research is shared and collaborative, it leads to faster adoption of insights and stronger decision-making.

‍

‍

4. Prioritization: Focus on the Right Questions

‍

With limited resources, researchers must choose their battles wisely. Weidan recommends using a prioritization framework to assess:

• Business impact – Will this research influence a high-stakes decision?
• User impact – Does it address a major pain point?
• Feasibility – Can we conduct this research quickly and effectively?

‍

By filtering out low-priority projects, researchers can avoid research for research’s sake and focus on what truly drives change.

‍

‍

5. Depth of Understanding: Go Beyond Surface-Level Insights

‍

Speed is important, but efficient research isn’t about cutting corners. Weidan stresses that even quick studies should provide a deep understanding of users by:

• Asking why, not just what – Observing behavior is useful, but uncovering motivations is key.
• Using triangulation – Combining methods (e.g., usability tests + surveys) to validate findings.
• Revisiting past research – Leveraging existing insights instead of starting from scratch.

‍

Balancing speed with depth ensures research is not just fast, but meaningful.

‍

‍

6. Anticipation: Stay Ahead of Research Needs

‍

Proactive researchers don’t wait for stakeholders to request studies—they anticipate needs and set up research ahead of time. This means:

• Building a research roadmap that aligns with upcoming product decisions.
• Running continuous discovery research so teams have a backlog of insights to pull from.
• Creating self-serve research repositories where teams can find relevant past studies.

‍

By anticipating research needs, UX teams can reduce last-minute requests and deliver insights exactly when they’re needed.

‍

‍

7. Justification of Methodology: Explain Why Your Approach Works

‍

Stakeholders may question research methods, especially when they seem time-consuming or expensive. Weidan highlights the importance of educating teams on why specific methods are used:

• Clearly explain why qualitative research is needed when stakeholders push for just numbers.
• Show real-world examples of how past research has led to business success.
• Provide a trade-off analysis (e.g., “This method is faster but provides less depth”) to help teams make informed choices.

‍

A well-justified approach ensures research is respected and acted upon.

‍

‍

8. Individual Engagement: Tailor Research Communication to Your Audience

‍

Not all stakeholders consume research the same way. Weidan recommends adapting insights to fit different audiences:

• Executives – Focus on high-level impact and key takeaways.
• Product teams – Provide actionable recommendations tied to specific features.
• Designers & Engineers – Share usability findings with video clips or screenshots.

‍

By delivering insights in the right format, researchers increase the likelihood of stakeholder buy-in and action.

‍

‍

9. Business Actions: Ensure Research Leads to Real Change

‍

The ultimate goal of research is not just understanding users—but driving business decisions. To ensure research leads to action:

• Follow up on implementation – Track whether teams apply the insights.
• Tie findings to key metrics – Show how research affects conversion rates, retention, or engagement.
• Advocate for iterative research – Encourage teams to re-test and refine based on new data.

‍

Research is most valuable when it translates into real business outcomes.

‍

‍

Final Thoughts: Research That Moves the Needle

‍

Efficient research is not just about doing more, faster—it’s about balancing speed, quality, and impact to maximize its influence. Weidan’s nine tactics help UX researchers work smarter by:

‍
✔️  Prioritizing high-impact work
✔️  Leveraging AI and collaboration
✔️  Communicating research in a way that drives action

‍

By adopting these strategies, UX teams can ensure their research is not just insightful, but transformational.

‍

‍

Watch the full webinar here

‍