As UX becomes a cornerstone of product success in a digital-first world, aligning product development with actual user behaviour is critical. In-situ testing provides brands with a powerful, innovative way to gain invaluable insights, enabling data-driven refinement of both product design and ongoing market responsiveness.
What is in-situ testing?
In-situ testing immerses users in realistic scenarios, where they encounter a full mock-up of a digital platform. Users can click, swipe, and interact with the platform as if they were naturally engaging with the service. Unlike traditional methods like surveys or standard usability tests, this approach captures nuanced patterns, preferences, and pain points, offering a more authentic view of user behaviour, and allowing brands to gain insights into how design and UX choices influence engagement to create products that meet real user needs.
MTM’s in-situ testing approach delivers unmatched benefits:
- Authentic engagement: Testing in real-life contexts captures genuine user reactions, essential for refining UX and product development.
- Cost-effective adjustments: Early, real-world feedback identifies improvement opportunities, minimising costly post-launch revisions.
- Building brand loyalty: By tailoring products to real user preferences, brands foster lasting loyalty and engagement.
Real-world validation of performance for a leading streaming platform
An excellent example of MTM’s in-situ testing approach can be seen in ongoing UX evaluation for a major streaming platform, where we replicate the platform’s interface to evaluate the impact of various elements on user engagement. This testing answers the key question of which elements drive the maximum engagement potential.
In each session, respondents interact with a fully functioning mock-up of the platform, browsing and selecting content as they would at home. MTM tracks specific behaviours, such as what they select and click on, time spent on each choice, and navigation patterns, to uncover elements that enhance or hinder engagement. This immersive, real-use simulation provides unique insights, allowing brands to make informed adjustments that boost engagement metrics and refine UX.
Ongoing optimisation and market responsiveness
The ongoing testing of the UX for the major streaming platform allows us to offer a scalable and privacy-friendly solution, enabling comparisons with past benchmarks, and brands to adapt quickly, aligning with user expectations and evolving market standards.
In-situ testing is proving to be a game-changer
By closely mirroring real-world usage, this approach delivers authentic insights into user behaviour, enabling companies to refine design, optimize creative elements, and enhance user experience based on real needs and preferences.
MTM’s in-situ testing framework, as demonstrated through ongoing work with a major streaming platform, illustrates how this method supports not only initial product success but also ongoing responsiveness to market trends. With a steady flow of insights, brands can stay agile, continually adapting their offerings to meet evolving user expectations and maintain a competitive edge in the digital landscape.