Usability Testing in India

Usability Testing in India

Remote or lab-based usability testing in India, with real customers and local, Senior UX Researchers

India is a very large country and for Western businesses thinking about organising UX research or usability testing with their clients, it can be a daunting prospect. That is where UX24/7 comes in. We are a global design research agency that operates with our own team of Senior UX Researchers.

All our Senior UX Researchers have been evaluated as part of their joining process to ensure they have the skills, capabilities and experience to deliver usability testing and UX Research to the high standards we expect. Our team in India consists of both male and female senior UX researchers with capabilities to conduct remote, contextual or lab based usability testing in India. We also have excellent language coverage so go well beyond just Hindi.

Remote and lab-based usability testing in India

We run usability testing and UX Research in India using remote and lab-based facilities. Remote methodologies use online screen sharing technologies and we have used Zoom and also WhatsApp as a video platform. It is most common for usability testing in India to be conducted on mobile devices and Zoom is well understood and works well. In some cases WhatsApp has been used where the participant lacked familiarity of technology in general.

For lab based testing the majority of our work has been carried out in New Delhi. This is generally driven by it being the location of our customers offices and so convenience plays a large role in the decision. New Delhi has a population of 10.9 million and larger still is Mumbai with 12.7 million and this too is a popular location.

But these cities only tell part of the story of India and with such a vast country, with multiple regions, languages spoken and customs, it is important to consider your audience carefully. About 90% of the research we carry out in India, whether discovery, generative or evaluative (i.e. usability testing) is delivered remotely. This is because our customers want to speak to people across the geography and remote is the most cost effective means of doing so.

In all case we provide a viewing experience that includes picture-in-picture video and where required, simultaneous translation into whatever your native language is. Recordings of the sessions are also provided with your local language as well as with the Indian original.

Finally, our Senior UX Researchers provide a detailed analysis from the session. Our deliverables include observations and issues together with analysis and actionable recommendations. Our team also speak English so we are able to deliver a playback session with you either in Indian or English.

So, what are you waiting for? If you want to conduct usability testing in India, we can help.

Quick facts about India:

  • Main language/s spoken: Hindi (44%), Bengali (8%), Marathi (7%), Telugu (7%)
  • Population: 1,391,807,092 (est. 2021)
  • Capital City: New Delhi
  • Secondary Cities: Mumbai, Kolkata, Chennai, Bangalore, Hyderabad
  • Currency / monetary units used: Rupee
  • Literacy: 77.7% (2020 est.)

Where in the world is: India

map of the world showing the location of India
Flag of India

UX Research and Usability Testing in India

When carrying out lab-based usability testing in India, participants are generally scheduled to arrive 20 minutes early, to allow for traffic. This is particularly important in New Delhi. For remote sessions, participants are usually punctual so no special measures need be taken.

Cash incentives are not mandatory, with gifts often being given instead. Vouchers are also acceptable which is very useful when carrying out remote usability testing in India.

With a widely diverse culture, it is important to define detailed, specifications to ensure the, recruitment of the desired categories of participant. For this reason it is often best to conduct UX research in India remotely so as to gain coverage across the vast geography. It can be costly to run research in multiple cities face-to-face.

Although Indian people use email, when we carry out recruitment we tend to ask for a mobile number. This means we can use WhatsApp to communicate with participants which most are familiar with. We have found Indian participants to be more responsive to mobile communications.

It is crucial that you use a female moderator if you intend to carry out research with female participants in India. Even then, you may find a male partner or family member in control of whether the person will attend.

Indians have a habit of thinking aloud, which is great for usability testing but can cause problems during focus group sessions with everybody talking at once. It is important that participants understand the need to speak one at a time to ensure the integrity of the feedback.

There are several major festivals in India, which are celebrated for several days. These include Diwali (5 days Oct/Nov), Ganesh Chaturthi (11 days Aug/Sep) and Onam (10 days Sep).

India is made up of various religions, with Hinduism being the most popular, followed by Islam, Christianity and Sikhism. Care should be taken not to upset any religious sensitivity.

National holidays

The table below provides timings for the major public holidays in India that apply to most of India. There are far more regional holidays and we will advise you about any that impact your project timeline before work begins.

1st January New Year’s Day
26th January Republic Day
11th March Maha Shivaratri
2 days before Easter Sunday Good Friday
1st May Labour Day
15th August Independence Day
2nd October Mahatma Gandhi Jayanti
15th October Vijaya Dashami
4th November Diwali
25th December Christmas Day

International case study: Usability Testing in China for Boden

India is just one of the markets where we organise and deliver international user experience research and usability testing. If you have a requirement in India or any other market please get in touch using the form below and we will be happy to provide a no obligation quotation.