How user testing can optimize your website design and conversion

When building digital products, the focus often shifts quickly to features, designs, and technical challenges. But let’s be honest - in the end, it all comes down to one question: does it actually work for the people who use it?

We’ve all sighed in frustration while using a website or app: “How do I get back to the previous screen?” or ““Did my form actually go through?” Exactly those moments are what you want to prevent as a UX designer, ensuring users can complete the tasks you’ve designed with ease and satisfaction. We do this by applying proven patterns and techniques and by trying to empathize with users as much as possible. But the word trying already says it all: you can never fully predict what a user will think or do when interacting with your product.

The only way to truly find out is to test your product with real users, through user testing. This helps you discover how your target audience actually uses your product, where they struggle, and where new opportunities lie. The result? A smoother experience for users, and a higher chance that your product will be embraced, ultimately improving conversion rates.

Making impact with a real-life example

Here’s a great example. During a project for a digital platform, we tested a prototype with a group of students. On paper, everything made sense: the navigation was logical, the instructions were clear. Yet once we showed it to the users, not a single student interpreted one key part the way we had intended. They thought a step was already completed, or expected a completely different outcome from an action.

The interesting part? Every student made the exact same assumption. After analyzing the results, we adjusted the wording and added a bit more context, a small change for us, but a huge difference for the users.

Why early testing creates strategic advantage

User testing reveals how to make a product even more user-friendly and effective. By planning tests early in the design phase, we can make adjustments before development begins — helping to perfect the digital product while saving both time and money. And trust us: it’s a lot easier to tweak a design than to rework a fully developed product.

We test at different stages in the process, each with its own goal:

• Early in the process: After the first design phase, we test whether we’re heading in the right direction. We show users wireframes or prototypes to check if the basic structure and concept are clear and usable.
• Midway validation: After several iterations, we test the complete user flow to validate whether it feels logical and aligns with user expectations.

At Harborn, we have now conducted over 50 user tests across a wide range of sectors and target audiences. Whenever possible, we work with a user panel, a representative group of end users we can consult regularly for feedback.

Verbal and non-verbal feedback as valuable insights

In user testing, it’s not only about what someone says, but also about what they do. A raised eyebrow or a surprised smile can reveal more than words. A user might say something works fine, yet need several attempts to complete a task — or initially reject an idea but grow enthusiastic as they use it. That’s why, in addition to asking focused questions, we closely observe behavior and emotional responses throughout the test.

So, by testing your product with real users early on, you can quickly uncover issues, improve the user experience, and increase the chance that your design truly makes an impact.