Usability: the framework for every product

Every product manager has probably heard of user experience (UX) nowadays. Increasingly, the term is mentioned in the same breath as usability, sometimes even used interchangeably. Both concepts have inherent and individual potentials that risk getting lost, however. High time to take a look at the roots of what we do at D-LABS and explain these fundamental frameworks!

What exactly is usability?

Usability describes how well a product or service can be used in a specific context. Good usability consists of three core components*:

• Efficiency: Can users achieve their goals with few resources (such as time, money or materials)?
• Effectiveness: Can users achieve their goals as desired and without errors?
• Satisfaction: Are users making positive experiences, and getting their expectations met?

*Fun fact: These are enshrined in the relevant German industry standard (DIN EN ISO 9241-11).

A product with a good usability makes everyday life easier: be it an intuitive app, a cleanly designed online store or self-explanatory software interfaces. Cognitive scientist Don Norman particularly emphasizes the “ease of use” and emphasizes that good usability must not only be efficient, but also learnable. Users should be enabled to quickly understand how a product works and how to get back into it without problems even after a longer break.

Why is usability so important?

Optimal usability should be the foundation for every interaction. A website, software or app that is difficult to use not only causes frustration, it also leads users to avoid it and prefer to competitor products. Imagine an online store whose users can’t find a product or complete a purchase due to problems in use. The result? An abandoned cart, dissatisfied users and a loss in revenue. The same applies to business software: If employees have to struggle through cumbersome processes and features to get anything done, this will take longer and demotivate them along the way.

Good usability design reduces these hurdles and ensures users reach their destination quickly and easily. Companies benefit from higher satisfaction among their users, increased conversion rates and long-term customer loyalty. Usability is therefore not simply a nice-to-have, but an important success factor.

An example: Google Calendar enables its users to enter new appointments with just a few clicks. Weekly schedules are clearly laid out; the navigation is intuitive, and reminders appear on time. Users can use the application immediately, efficiently and without frustration.

In short:

Well-designed usability is at best invisible to the user.

How is good usability designed?

Good usability doesn’t happen by chance. It requires purposeful, user-centered design. The key is to identify requirements and expectations at an early stage, test them systematically, and optimize them continuously.

• User Research & Testing: Qualitative interviews, surveys and observations serve to analyze the needs and challenges of users. Usability tests help identify potential barriers for users.
• Prototyping: More than simply visualizing, clickable prototypes give users something tangible to work with. This ensures their feedback can be incorporated at an early stage for a truly intuitive and functional user interface.
• Accessibility: Everyone should be able to use digital products, regardless of previous experience or ability. Good choices in design and implementation make this possible.
• Iterative optimization: Continuous monitoring and data-based improvements lead to positive user experiences in the long term. This means usability does not end after the first release.