Article: The difference between a Concept Test an a UX Test
The Difference Between a Concept Test and a UX Test
In many ways, a Concept Test resembles a UX Test. However, there are some nuances. For example, the format of your test materials differs. You often don't test a fully developed prototype, but a slightly more abstract idea. And generally, you don't test a single idea – you test several at once.
A UX Test, But Slightly Different
In terms of approach, a Concept Test is actually just like a UX Test. You go into the (online) lab, you conduct about six interviews. And you qualitatively validate what your (potential) users think of what you've come up with. In terms of setup, it follows the same rules as a UX Test. But there are some important differences.
The Format Differs
In a UX Test, you investigate a live site or app, or a very concrete clickable prototype. You test something that is finished, or looks finished. A Concept Test is more abstract. It can take various forms: from a discussion document to sketches or a rough prototype. For example, it could be a static page, a storyboard outlining some ideas. The more abstract your concept, the more room there is for participants to have an opinion. They feel the freedom to really contribute their thoughts.
The more abstract your concept, the more room there is for participants to have an opinion.
If you opt for a clickable prototype, you need to be careful: if you develop your prototype in too much detail, if it looks as if it's already fully integrated within your site or app, then it's no longer a Concept Test – then you're actually doing a UX Test. It's no longer about the concept, but about the usability.
If you develop your prototype in too much detail, then it's no longer a Concept Test – then you're actually doing a UX Test.
You Test Multiple Concepts Simultaneously
In a UX Test, you usually investigate one site or app, one flow. During a Concept Test, nine times out of ten, you investigate multiple directions. You compare different concepts with each other.
It's important that your concept directions differ enough from each other. If your concepts are too similar, participants will get used to the concept and bias will occur. Then they can no longer compare them fairly. In other words: one concept should not train the user for the other concept. To avoid bias, you present concepts in different orders to your participants.
That participants compare concepts doesn't mean that one winner will emerge. It's about learning about different concept directions. You can discard some directions. But perhaps two directions are interesting and you can combine them. If you test one concept direction, you miss that nuance. You learn less. You learn whether something works or not, but you don't learn whether alternative directions are better.
If you test one concept direction, you miss the nuance. You learn less. You learn whether something works or not, but you don't learn whether alternative directions are better.
With a Concept Test, Everything Is Still Open
As we mentioned above: the elaboration of your concept should not be too concrete. You should always ask yourself: am I validating the need for an idea? Or am I validating the execution of that idea? In other words: am I still giving the user the opportunity to completely reject it, or am I saying: this is the way, what do you think of the tiles?
With a Concept Test, the route has not yet been chosen. You give the user complete freedom and space to say: I don't want to go in that direction at all. Or: I don't want to take the paths you're suggesting, I'd rather go through the air. The user helps you determine the direction. He or she helps you make smart choices that align with their world. So that your product or service will be a success.
You should always ask yourself: am I validating the need for an idea? Or am I validating the execution of that idea?
A Concept Test is a super valuable research method during the development of digital services and products. It saves time, money, and provides certainty. Want to read more about the value of a Concept Test? We wrote an article about it.