Why We Prefer Video For Our Client User Test Reports
Kenton Loffman, UX Consultant at Natural Interaction.
According to Dr James McQuivey at Forrester Research, "a minute of video is worth 1.8 million words” (here are his calculations). He said this in 2014 and whilst the statistic itself might not be quite 100% accurate four years on, there’s no doubt that video is king when it comes to storytelling.
Knowing this, it follows that video is an effective means to communicate problems to your clients. In our case, when we present feedback we often put together highlight reels of our user tests. These run for about 3-4 minutes each and highlight a particular page or pain point found during their testing. It’s easier for a client to accept that their favourite website function just doesn't work when they see a clip of users struggling, rather than just expecting them to take our word for it.
Let’s look at the positives
For a start, a video is much better at conveying participants’ emotions than text. It can show off features and functionality in a way static images fail to. It's also more difficult to dispute the results when video evidence is staring you in the face, as I mentioned earlier. And let's be honest, a video is more interesting than looking at numbers and words on a presentation. And this means those viewing it are more likely to be engaged and value the work you’re presenting.
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