The Impact Risk Assessment of Usability Testing

It's the impact risk assessment really. And what it helps you do is say you have five options and you're using this tool to evaluate how good are they. And the top most options, they convert a lot more than the other options. So people will buy more. You can see the A.B. tests show that. But at the same time, you're looking at the impact to the user and you're realizing, well, they could potentially get hurt because they will do something that they didn't expect or something will happen that they may not realize will hurt them in the long term.