Concept Testing

Getting quick and early endorsements of wireframes and prototypes.

Please note: This content reflects industry best practices. We’ve provided links to third-party resources where appropriate.

What It Is

Concept testing is the review of a wireframe, prototype, or quick sketch that communicates a high-level and easily understood idea. It allows for fast validation of product design ideas, enabling quick iterations and early buy-in. Concept testing can also save time and resources by moving the right concepts forward from the start, without having to change direction after development begins.

Common types of concept testing include: 

• Single-concept evaluation: Participants analyze one concept in its entirety. They learn about all the features at once and then decide whether they like the idea or not. It’s quick, unbiased, and user friendly.
• Concept selection and comparison: This tests two or more ideas by asking participants to answer ranking-order questions to compare multiple concepts and then choose the one they liked most. You can ask follow-up questions to learn why they chose one concept over others. Based on their answers, you can make inferences about the concepts that are widely accepted.
• Concept selection and evaluation: This combines single-concept evaluation and concept selection and comparison. Participants choose their favorite idea and then complete a full evaluation of that concept. This takes longer than standard concept selection, but it gives you an in-depth analysis of the participants’ preferences.

When to Use It

• Early in the design phase, before design or development resources are allocated
• You have multiple ideas or stakeholders, and you need design direction

How It Works

Concept testing can be conducted through unmoderated or moderated methods:

• Unmoderated: A participant interacts with the wireframe or prototype on their own and provides feedback through click tests or surveys
• Moderated: A moderator conducts interviews, facilitates group discussions, or observes participants as they interact with the wireframe or prototype

Duration of Test: 15 to 30 minutes (less time if unmoderated)

Suggested Number of Participants: 4 to 8

Steps:

1. Develop a research plan (Word template) and recruit your participants. 
2. Decide what wireframes or prototypes you want to test, and the metrics or criteria that respondents will use to judge your concepts.
   • A wireframe is a simple sketch without any color or design elements. It doesn’t have to be completed by a visual designer.
   • Learn how to draw a wireframe (even if you can’t draw).
   • Use identical executions in your test—either all wireframes or all protypes. Mixing formats can create automatic bias.
3. Ensure that all participants receive the same information and instructions. If the study’s moderated, we strongly recommend writing a script (Word template) that introduces your participants to the study and gives them a task list.
4. Monitor and record notes as the participants provide feedback about your designs. Track your observations about their actions, reactions, feedback, and spoken thoughts. If moderated, you may ask follow-up questions to engage further, but make sure they’re open-ended and neutral.
5. Analyze your results and synthesize your findings in a report (PowerPoint template).
6. Communicate the results.
   • Share the outcomes and actionable insights with your stakeholders.

Outcomes

• Winning concept, wireframe, or prototype
• Direction for your design

Resources

• Get Started: Design

Learn More

• How to Draw a Wireframe (Even if You Can’t Draw) (Article)
• The Ultimate Guide to Concept Testing (Article)

Questions or feedback? Check out our frequently asked questions or contact the Infor Design UX Insights team at uxinsights@infor.com.