Need feedback on designs or prototypes that you’ve already built? Want to design a digital product you know your users will love? We recommend carrying out a preference test with our easy-to-use UserQ platform.
But what is a preference test and what does it involve? Most importantly, how can preference tests help you make smarter, more informed design decisions when creating a super user-friendly design for your digital products?
In this how-to guide, we take you through a step-by-step tutorial to create, run, and analyse a preference test using our platform.
Also known as A/B testing, the aim of a preference test is to uncover which designs your participants prefer over others – and the reasons behind their choices.
Preference tests are usually carried out as a measure of visual appeal, however, they can also be useful for gaining thoughts and opinions on your overall brand identity – and how well you communicate a message.
These types of tests are most beneficial earlier on in the design stage, when you’ve still got plenty of time to make amendments based on the feedback you receive. Best of all, our UserQ preference tests are built to give you both quantitative and qualitative feedback – not just what designs they prefer, but also why this might be.
The test involves participants being shown a variety of design options (usually between two to five options) and then asked which one(s) they personally prefer, as well as dislike. You can ask more in-depth questions to understand the reasons behind their preferences.
The designs that you show participants depends on what feedback you’re after. The test can ask for opinions on a variety of design features, including but not limited to:
We recommend asking questions that pinpoint specific aspects:
For example, if you want feedback on general aesthetics, you could ask: “Which design do you enjoy looking at most?” or “Which design is most pleasing on the eye?”
If you want feedback on emotion and how your designs make people feel, you can ask: “Which design evokes the most sincerity?” or “Which design makes you feel more joyous?”
And if it’s feedback on specific design aspects like font or colour palettes, you can ask: “Which font is easier to read?” or “What colour palette looks most professional?”
Remember, your participants aren’t UX or design professionals. Preference tests are to gain user-centric feedback from the perspective of your user. They won’t be qualified to know what’s objectively a good design, but their feedback does provide useful insights into what resonates most with your users. This is especially true if you use our UserQ panel where you can specifically recruit participants in the right demographic needed to make your gatherings more reliable. But more on this later.
Now that we’ve explained exactly what a preference test is, it’s time to create yours…
From your personal dashboard, click ‘Create new test’ and then ‘Preference test’.
Tip: remember, your preference test name is visible to participants.
This page is a chance to put participants at ease and tell them a little bit more about what the test involves and what’s required of them.
A generic title and description are already pre-populated. You have two choices: to proceed without making any changes to the default text, or personalise your own…
These are a chance for you to gain deeper insights into who your participants are and if they’ve got any general thoughts on design.
Everything you create for the preference test will be found under the ‘Test builder’ tab.
Tip: the task description is your chance to let participants know the purpose of the task and what the designs are about, ie. a logo, website page, etc. It’s better for them to know exactly what they’re looking at so they can make more informed decisions on which one they like best.
Next it’s time to select the designs that participants will choose from. There are few different ways the design images can be shown.
Tip: we recommend showing design titles wherever possible. That way you can refer back to specific images in any follow-up questions, without participants getting confused about which one’s which.
After you’ve selected the above settings, it’s time to upload the image files…
Tip: preview your test along the way by clicking on the ‘Preview text’ button. That way you get to see exactly what your participants see. Notice something not quite right? You can then go back and change it.
A chance for you to gain qualitative data regarding the choices participants have made about your designs.
For example, the test task might provide the quantitative data needed to prove one specific design is definitely the favourite amongst participants – but without the follow-up questions, you won’t have any idea as to why they liked it, how it made them feel, or why they preferred it over the others.
Writing your post-test conclusion tests works exactly the same as your pre-test introductory questions.
Tip: we think open-ended free text questions work best for preference test feedback. They’re perfect for getting extensive and in-depth subjective opinions from your participants.
Here you can thank the participants for their time and show your appreciation for taking part.
You have two choices: you can either recruit from the UserQ panel or share the link with your own set of participants.
If you want to use your own participants, skip to step b.
You can share the link with your own testers panel at no extra cost. However, we recommend recruiting from our UserQ panel due to you getting full use of our wide-reaching participant demographic data, including: age, gender, nationality, residency, confidence with technology, employment status, and household status. By using this data, there’ll be no need for you to ask demographic questions in the test itself.
Tip: apply a promo code if you’ve got one.
Congratulations, your preference test is now live.
You’ll get a shareable link for the test, no matter whether you’ve selected a UserQ panel or have chosen your own participants.
Are you ready to build your preference test? Join as a researcher and start getting the feedback you need on your designs in just minutes.
Need a hand with building your preference test? We can help.
Send a message to: email@example.com to get in touch. We’re ready to answer any questions you might have.
Want to build a fully functional tree test the easy
You’ll have access to the results as soon as the
Want to build simple and easy-to-use card sorting tests? You
Leave a Comment