I'm currently working at an agency and am trying to figure out the
value of utesting in this environment. Our current process does not
include utesting of any sort. It's mostly client-driven design through
back and forth conversations.
For the client I'm working with, the site basically markets a product.
The creative thinking revolves around the marketing objective of
making their products appear to be top quality. A lot of times the
results are mini applications, games, or experience pieces that
augment the knowledge that a general user would have.
In this circumstance, is it worthwhile to conduct usability testing?
There is no real data to tie the website to direct sales as the
product's main sale channel exists in brick and mortar stores. The
objective is general awareness for feature sets of the product and
it's superiority over previous iterations. We could potentially test
how much information is retained or if users can access that
information easily but is their value in doing this?
I guess I'm struggling with finding a concrete process to attach my
work to. Currently I feel that my solutions are operating in a void.
They may be valid or witty solutions but I have an unsettling feeling
of not knowing if they are having the intended impact. Maybe it's
something that I need to let go of and embrace a different way of
doing things for the type of work I'm doing.
Is there a valid argument I can make for utesting?