During optimisation research, the proposition is evaluated as a complete solution with emphasis on optimisation and task success. Typically scheduled at the end of product development or an MVP release cycle, research identifies potential issues that may not have been anticipated during design, and benchmarks the product against competitors or a previous release.
An existing digital process or a proposition that is about to launch, benefits from optimisation at any stage. Pre-launch workflow optimisation is a checkpoint wherein end-to-end user journeys are tested for any ambiguity or incompleteness. This is a vital last-minute check, highly recommended in case of a missed user experience evaluation in earlier development stages
An end-to-end evaluation of core user journeys validates the target users propensity to use the digital product. This activity can be conducted via a desk-based expert review or a qualitative lab study with sample users. This is the final step of validation and evaluation to ensure that the digital asset stays true to the original vision.
The site or app is also ready to be evaluated for accessibility as the code is the key component to be reviewed. Making a website accessible for people with disabilities offers a range of benefits and is a legal requirement in many countries.
At this stage, summative research also measures the comprehensiveness of the proposition, and understanding of key messaging around USPs. All visual and copy is assumed to be finalised after this activity has concluded and findings reported.
Find out more about the methodologies that support Optimisation Research.