What is the primary goal of usability testing?

The primary goal of usability testing is to evaluate a product by testing it with real users. This process involves observing users as they interact with the product to identify areas of friction, confusion, or errors that may hinder their experience. By conducting usability tests, designers and developers gain valuable insights into user behavior, preferences, and challenges, allowing them to make informed decisions on how to improve the product’s design and functionality.

Usability testing provides direct feedback from the end-users, ensuring that the final product aligns with their needs and expectations. This user-centered approach is essential in the design process, as it helps create more effective, efficient, and satisfying user experiences. Through this iterative testing process, teams can refine their designs based on real user interactions rather than assumptions.

In contrast, the other options do not focus primarily on evaluating user experience through direct interaction with the product. Understanding user demographics is important for targeting audiences but does not directly relate to assessing the usability of a product. Developing marketing strategies is a function that involves understanding market needs and promotional tactics rather than testing a product's ease of use. Similarly, showcasing design concepts is more about visual presentation and not necessarily about assessing how users interact with those designs in practical terms.