10 Advantages of Using Painted Door Tests
Wile E. Coyote and the Road Runner, Looney Tunes, 1963. Property of Warner Bros. Animation.
When product teams are testing a new app, website or feature, they often rely on user feedback and analytics to figure out how best to improve it. But what if you could get direct input from real users without them ever seeing the current version of your product? Painted door tests provide that opportunity.
An old product development practice often overlooked is the painted door test. This product research technique has helped product managers determine whether their products are appealing enough to customers and provided insight into how customers interact with the product. The painted door test's effectiveness can be attributed to its ability to give a sense of realism, which provides product teams with valuable data on usability. Here are ten advantages that come from Painted Door tests!
1. Painted door tests are an effective way to determine product appeal.
When used in conjunction with other product research methods such as microsurveys or split tests, painted door tests can help product teams understand what design elements customers find most appealing. Painted door test data is not biased by survey questions, which can influence or alter the feedback received from customers.
2. They provide realistic feedback on usability.
Product testing with painted door tests is similar to asking someone in person about their thoughts while they're in the middle of testing your product. Users are given time for consideration, and actual product usage occurs in a natural setting allowing for authentic user feedback. This happens when just-in-time microsurveys are used in conjunction with a painted door. You can use fake doors to test product features without having to release a new product update.
3. Painted door tests can be used early in product development.
Painted door test results have enabled product teams to improve product appeal and usability before product development has even started. The product team has been able to save time and money by catching design problems before expensive product development costs have been incurred.
4. They can be used as a form of market research for existing products.
Painted door testing provides product managers with an opportunity to receive real-time feedback on whether changes should be made, or if the product is performing well enough to remain on the market. Before product managers go about changing the product, they should first test it on real consumers. By doing so, product teams can get a better understanding of how users interact with the product and whether they are providing an enjoyable experience.
5. Painted door tests can be used as a product launch tool.
Painted door testing is helpful for product managers looking to make product changes and inform customers about those changes before launching them onto the market. Testing allows product teams to receive feedback from users without having any significant product development time. This will enable product teams to learn about product changes and whether or not they should be pursued.
6. They provide product managers with a way to test product features before they are built.
Painted door testing is helpful for product teams looking to receive feedback on design ideas that have been met with resistance from users during user-testing sessions or brainstorming groups and need validation first before moving forward with product development.
Some product teams rely on user feedback to drive product development. Others use various forms of data. But there are times when a product team will have an idea that they are passionate about, but if the users don't seem to be reacting well to the new design, then you know that you need to go back to the drawing board. But if the users are reacting well to it, then product teams can move forward with product development.
7. Painted door tests provide product managers with a way to test new product concepts.
Painted door testing is helpful for product teams looking to receive feedback on design ideas that have been met with resistance from users during user-testing sessions or brainstorming groups and need validation first before moving forward with product development.
8. They provide product managers with a way to test product functions before building them.
Painted door testing is helpful for product teams looking to receive feedback on design ideas that have been met with resistance from users during user-testing sessions or brainstorming groups and need validation first before moving forward with product development.
9. Painted door tests allow product managers to test product features in a controlled environment before building them.
Painted door testing is helpful for product teams looking to receive feedback on design ideas that have been met with resistance from users during user-testing sessions or brainstorming groups and need validation first before moving forward with product development.
10. They are an efficient way to test product designs.
Since painted door tests use a fake product, it is easy and inexpensive for product managers to set up several versions of the product and test them against different target audiences.