Q. We have metrics to tell us what our users are doing. Can’t we design from that?

A. Analytics (performance metrics, A/B testing, etc.) can tell you what users are doing on your site. Usability testing explains WHY they’re doing it.Performance metrics and usability testing are complimentary tools. One helps you discover user behavior and activity for existing software through quantitative analysis. The other helps you diagnose and understand the issues behind the activity through qualitative analysis. The insights gained from usability testing help design teams iterate designs thoughtfully vs. reacting blindly to numbers alone.

> Isn’t usability testing something you do at the very
end, once the design is finished?

Usability Myths: Q&A