Connecting usability issues to KPIs and impact

In this episode, I cover:

* My full setup process for running an unmoderated usability test in Userbrain, from goal-setting to test creation

* How to write clear, action-based and opinion-based tasks that get useful behavioral data

* Using AI to generate and refine test tasks, plus how to correct vague or over-open questions

* Techniques for analyzing unmoderated test data using AI insights, clips, and reports

* How to connect usability findings back to research and business goals to identify real impact

Key Takeaways:

* If your research goals aren’t clear or your tasks are vague, the data you get back will be inconsistent and shallow. A well-structured setup defines what you want to learn, aligns it to business decisions, and sets measurable outcomes before the first participant even starts. Most “bad” unmoderated results trace back to poor planning, not poor participants.

* Participants need to know exactly when a task begins and ends. Without defined boundaries, they may wander off-path or complete actions you can’t analyze meaningfully. By giving each task a specific finish line, like “stop when you reach the flight results page,” you get consistent, comparable footage that supports clean synthesis later.

* AI can be useful for avoiding blank-page paralysis, but its phrasing is often too broad or contextually off. Treat it as a brainstorming tool—generate rough drafts, then rewrite them to fit your product, audience, and goals. The value comes from editing, not accepting what it gives you.

* Positive feedback feels good but doesn’t move design forward. When analyzing results, zero in on moments of confusion, frustration, or unexpected behavior as those are where you find opportunities to fix or improve the experience. Stakeholders care more about barriers than affirmations.

* Unmoderated tests produce endless data, but without a clear line to decisions or KPIs, they risk being shelved. Revisit your research goals during analysis, group findings under those goals, and connect each issue or success metric to its potential business impact. That’s what turns usability findings into strategic recommendations.

The unmoderated test guide:

Grab the full unmoderated testing guide with all the steps and examples here and try it out with your next project (or with a project you recently did!).

Try Userbrain:

Want to try this out on Userbrain? You can grab a free trial below:

Interested in sponsoring the podcast?

Interested in sponsoring or advertising on this podcast? I’m always looking to partner with brands and businesses that align with my audience. Reach out to me at nikki@userresearchacademy.com to learn more about sponsorship opportunities!

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