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The fastest way to spot usability issues
Plus, how I would approach simple user testing
Fiona Burns
January 30, 2025
Hey - it’s Fiona
This week, I found myself thinking about one of the simplest (and often overlooked) ways to improve your product: watching real users in action.
At some point, most founders will wonder if their site is as intuitive as they think it is, only to realise they’ve missed something important. It’s always a lightbulb moment when you finally see your product through the eyes of a user.
That’s what today’s issue is all about:
Why simple user research can save you time (and money!)
The fastest way to spot usability issues
How a few simple tests can make all the difference in your conversions
QUESTION OF THE WEEK
Is user research really worth the time?
I had a conversation this week with an old client I worked with last year on custom design for his marketplace. He had made some updates to his website but suspected certain steps in the user journey might be unclear or confusing. Unsure where the problem lay, he asked me to conduct a UX/UI audit.
While I was happy to review the site and share my professional opinion, I asked him if he’d observed any of his target users interacting with the site. He hadn’t, so I recommended he start there.
Common Mistakes
A lot of founders make the same mistake: they know their product inside out and assume it’s intuitive. But they’re too close to it. To improve the user experience, they need to step into the shoes of someone unfamiliar with the site and navigate it for the first time.
Why Simple User Research Matters
You’re not your user: What’s obvious to you isn’t obvious to them.
Small UX issues can kill conversions, especially in a marketplace where trust and ease of use are key.
The best way to uncover friction points is by observing real users and addressing their confusion.
How to run a quick user research session
I believe that with the right guidance, any founder can (and should) run simple user tests. Here’s how I would approach it:
1. Pick a task to test
Choose a key marketplace action to focus on, like creating a listing or making a booking. Make the task as realistic as possible. For example, if you have a marketplace to find and book cruises, you could give a potential customer the following task: "You’re looking for a 2-week cruise around Australia and New Zealand in March. Tell me the total price for a cruise like this."
2. Find someone to test with
Ideally you should test with your target users. whether they are suppliers or customers. If not, test with friends, family, or strangers unfamiliar with the site. The key is to find someone who hasn’t seen your site before.
3. Watch, don’t guide
Resist the urge to explain how the site works. Observe their natural behaviour and note where they click, where they hesitate, and what they do next. Ask them to speak their thoughts aloud as they navigate.
4. Ask the right questions
If they go silent or seem unsure, prompt them with: "What are you thinking right now?" or "What do you expect to happen when you click that?" This helps you understand their thought process.
5. Spot the patterns & fix the friction
Look for repeated issues across users, such as unclear buttons, missing information, or unexpected actions. These insights will help you prioritise fixes that improve clarity and usability.
The ROI of simple user research
Just a few simple user research sessions can have a dramatic impact on your product’s usability. The earlier you conduct these tests, the cheaper and easier it is to identify and fix issues before they become bigger problems. Best of all, you don’t need any expensive or fancy tools - just an open mind and a willingness to observe.
Try it today! Watch someone use your product for just 5 minutes and see what you learn!
—> ✉️ Reply with your questions and I’ll answer them in a future issue.
TOOL TIPS
Free tools I recommend for simple remote user testing
User testing doesn’t have to be complex or costly. Here are the free tools I would use:
Zoom (Recording)
Zoom is my go-to tool for remote user testing. It’s easy to record sessions, share screens, and encourage users to think aloud as they interact with your product. Plus, the video recordings make it easy to revisit key moments.
Fathom (AI Note-Taking)
An AI note-taker like Fathom is invaluable during user testing. It allows you to focus entirely on observing the user’s behaviour instead of scrambling to take notes. Fathom automatically records the session and highlights key moments, making it easy to pinpoint critical insights without the manual effort.
Hotjar (Basic Plan)
Hotjar offers a unique approach by tracking real-time user behaviour without the need for direct interaction. Its free plan allows you to capture heatmaps, session recordings, and basic surveys, providing valuable insights into where users click, scroll, and get stuck on your site. It’s an excellent tool for identifying friction points and understanding how users navigate your product.
—> ✉️ Send me your favourite tools and I’ll feature them here.
DESIGN SNIPPETS
My favourite books on simple user testing
Want to learn more? There are a million and one resources on how to conduct user testing, but here are my top 3 books for people interested in trying it for the first time.
The Mom Test – Rob Fitzpatrick
This book was recommended to by my old manager and I’m glad he did. It’s a short read and dives into how you can ask better questions without leading people to tell you what you want to hear. It is essential for founders testing ideas.
Don’t Make Me Think – Steve Krug
This is one of the first books I read about user experience design. It’s an absolute must-read on improving usability and how to quickly test whether your product is intuitive.
Observing the User Experience – Elizabeth Goodman et al.
This is a practical guide to different user research methods. It offers clear advice and real-world examples to help you understand user behaviour and create more user-centred products.
Join me for the launch of the Bad Ass Bookshelf in February!
As my husband, Tristan, so beautifully put it, this is the book club for Bad Asses on an epic journey of self development and business success!
Each month the Bad Ass Bookshelf community will select a book for the follow month via an audience vote. You’ll receive weekly emails sharing key themes, community insights and learnings from the book as you progress through it.
At the end of the month Tristan will host a video call for members of the Bad Ass Bookshelf community to get together and discuss that month’s book.
It’s free to join, so check it out here:
Fiona Burns
Whenever you’re ready, there are two ways I can help you:
Sharetribe configuration - Feeling bamboozled by the Console, or simply lacking time? Leave it to me. I can set up, configure and customise your Sharetribe marketplace in no time.
UX/UI design - Whether you want to design some additional features, or redesign your entire marketplace with your own unique style, I'm here to help.
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