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Supercool Sessions #14 – Ditch the data, listen to your users

Written by Kate
25 February 2025

This Supercool Session was recorded live on Thu 27 Feb 2025

Supercool's Strategy Director Kate Mroczkowski discusses the benefits of user testing, and how much more insightful it can be than relying solely on analytics data.

Observing real humans use your website can help you to better understand what’s working well – and what isn’t – without deep-dive data analysis. And it’s not just something to consider when planning a new website either. User testing can help to improve existing website features, user journeys – and even your content.

In the session, Kate talks about how to run your own user testing sessions, and create an actionable step-by-step plan.

Great for:

  • Marketing / Audience Development Officers, Managers, and Directors
  • Digital Marketing teams
  • Anyone interested in running website user testing

You'll learn:

  • When to run user testing rather than relying on analytics
  • How to run observational testing
  • What tools will help you run user testing in-house

Tools and resources

Create a 'User Persona'

Creating one or more User Personas can help you create targeted content. Start simple, with data that you already have – this could be info from audience surveys, analytics, or audience insight tools. If you need to refine personas, you can always build detail from additional data over time.

User Journey Mapping

We’ve created this basic framework to help you identify, develop, test, and review User Journeys across your website:

User Testing

Test ideas, your website structure and navigation, different devices, and user experience across your website – with real people. By watching people use your website to complete a task or series of tasks, you can better understand where they're getting stuck, and what changes might help to improve the website.

Keep in touch

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