What is Usability? A to Z Hands-on Guide for Digital Products

Have you ever closed the tab because you couldn't find what you were looking for on a website? Or have you come to the point of getting lost among dozens of menus to do a simple operation in a mobile application and launch your phone? The antidote to that feeling of friction, nervous breakdown and loss of time that you feel in these moments is one of the most critical disciplines of the digital world: Usability.

Usability is not about how “pretty” a product looks, but by how much “easy and effective” cares about what is being used. It is the bridge between the power of a technology and the ability of a human being to use that power without problems.

In this comprehensive guide, we will go beyond the academic definition of usability. We will consider why this discipline is not a luxury, but an absolute necessity, what are its basic components, how to measure and improve in real life and its undeniable impact on the success of your business with practical examples from Turkey and the world.

What is Usability? Beyond 'User Friendly'

Usabilityis a quality characteristic that measures how easy an interface is to use. How much does a product cost to achieve certain goals by certain users effective, efficient and satisfying Defines that it can be used in some way.

The Nielsen Norman Group, pioneers in this field, defines usability with five main components. This model is considered the industry standard:

1. Learnability: How easily can users perform basic tasks when they see the interface for the first time?
2. Efficiency: Once users have learned the interface, how quickly can they complete tasks?
3. Memorability: When users return after not using the product for a while, how easily can they use the interface again?
4. Errors: How often do users make mistakes, how serious are these errors, and how easily can they bounce back from these errors?
5. Satisfaction: How much do users enjoy using the design?

Usability vs. User Experience (UX)

These two concepts are often confused. It is very important to understand the relationship between them:Usability, which is a broader concept User Experience (UX) It is only part ofbut it is the most critical part.

A product may be usable (that is, it works technically and allows you to perform tasks), but the overall user experience can be poor (for example, the product is aesthetically repulsive or does not solve a real problem of the user). Focusing on the usability “how” question (how do I do a task?) , UX focuses on the whole of the “what, why and how” questions.

Why Availability Is Not A Luxury, But A Necessity

Investing in availability is a strategic decision that generates a direct return, not a cost.

• Impact on Direct Income: An e-commerce site with high availability makes more sales. If the checkout process is simple, cart abandonment rates are reduced. Conversion rates is directly linked to availability.
• Customer Loyalty: People hate products that make them feel stupid and abandon them. A smooth and effortless experience, on the other hand, creates trust and loyalty. Your customers will come back to you instead of going to your competitors.
• Development Efficiency: Design If the cost of correcting an in-stage availability problem is 1 TL, the cost of correcting it after the product is coded is 10 TL and the cost of correcting it after the product is released on the market is 100 TL. (The classic 1-10-100 rule).
• Brand Image: An easy-to-use product ensures that your brand is perceived as a professional, reliable and respectful of its user's time.

Measuring and Improving Usability (Step-by-Step Testing Process)

Usability is not measured by ideas or assumptions, but by data. Here are the steps of a simple usability test:

1. Goal Setting: Clarify the purpose of the test. For example: “Testing how easy it is to use the new 'appointment' feature in our mobile app.”
2. Participant Finder: Fit to your target audience 5-7 users find it. According to research by Jakob Nielsen, even just 5 users can reveal about 85% of usability problems in an interface.
3. Writing Task Scenarios: Do not give direct commands to participants, such as “Make an appointment”. Present them with a realistic scenario: “Imagine that you have to make a dentist appointment for Tuesday next week. Please try to do this through the app.”
4. Test Application and Observation: Be silent as a moderator during the test. Do not help the user. From them “Thinking Out Loud” ask. Have them describe in their own words what they are trying to do, what they expect and where they are challenged.
5. Analyzing the Findings: Collect your post-test observations. Prioritize the issues you find based on their severity (for example, a “critical” issue that completely prevents the user from completing the task) and forward them to the design/development team for a solution.

Heuristic Evaluation: 10 Usability Principles by Jakob Nielsen

There are 10 basic “intuitive” rules developed by Jakob Nielsen, which are used to quickly evaluate an interface with an expert eye. Here are these rules and practical examples from Turkey:

1. Visibility of System Status: The system must provide constant feedback to the user about what is happening.
   • Good Example: After ordering a product on Trendyol, you will clearly see the steps “Your order has been received > Prepared > Shipped”.
2. Harmony between the system and the real world: The system should speak the language of the user, avoiding technical jargon.
   • Good Example: The fact that the “EFT/Remittance” menu in banking applications corresponds to the logic of sending money in real life.
3. User Control and Freedom: Users should be able to easily exit a situation they have accidentally entered (“Emergency Exit Gate”).
   • Good Example: When you accidentally delete an email, the “Undo” button that pops up at the bottom of the screen.
4. Consistency and Standards: Actions or elements that mean the same should always look and work the same throughout the application.
   • Bad Example: On one page, the “Save” button should be green, on another it should be blue and stop in different places.
5. Error Prevention: A good design should be careful to prevent the user from making mistakes in the first place.
   • Good Example: To display rules such as “Your password must be at least 8 characters and contain one capital letter”, to be displayed momentarily when the user enters the password.
6. Recognition and Recall: The user should not have to remember elements and options in the interface, but recognize them when he sees them.
   • Good Example: It simplifies the process of placing orders again by displaying “your recent orders” on the home screen of Getir.
7. Flexibility and Usage Efficiency: The interface should be efficient for both novice and expert users (shortcuts, etc.).
   • Good Example: The operation of keyboard shortcuts (Ctrl+C, Ctrl+V) in a design program.
8. Aesthetic and Minimalist Design: The interface should not contain information that is irrelevant or unnecessary to the topic. Every extra piece of information competes with what's really important.
9. Understanding, Diagnosing and Recovering Errors: Error messages, rather than technical codes, should explain the problem in clear language and suggest a solution.
   • Bad Example: “Error Code: 5002-B”.
   • Good Example: “The credit card number you entered is invalid. Please check and try again.”
10. Help and Documentation: When necessary, there should be a section where the user can easily get help.

Conclusion: Empathy Meets Science

Usability may seem like a cold and technical discipline, but at its foundation lies a deep human quality: empathy. Replacing your user starts with understanding his or her goals and challenges. This empathy, coupled with scientific methods and proven principles, results in products that not only “work”, but also enjoy using, create loyalty and achieve business goals.

Remember, people may not remember every feature of your product. But to them themselves how it feels they never forget. That's the power of great usability