Product validation testing: 6 steps to develop the best features

Posted on March 14, 2024
13 min read


Validation testing in product development is a strategy that ensures a product aligns precisely with its intended specifications and meets the real needs of its users. It's a crucial step in transforming ideas into functional solutions that cater to market demands and customer expectations.

The product validation process confirms and validates the practicality and relevance of a product's features and concepts. It goes beyond just checking functionality and digs deeper into the user experience (UX), performance, and overall adherence to outlined requirements. Embracing a product validation plan is how organizations establish that their creations meet user expectations, genuinely add value, and satisfy customers. 

Why is validation important in product development?

"If you think good design is expensive, you should look at the cost of bad design."

— Dr. Ralf Speth, Chairman, TVS Motor Company Limited

Product validation testing isn't just a box to check. It's necessary to guide successful product development. Its importance lies in its ability to pinpoint areas for improvement, validate the alignment between the product and the market, and reduce risks along the product development journey. 

Firstly, product validation puts a spotlight on areas that need refinement. By putting a product through rigorous testing, you're illuminating its weak spots or inefficiencies, enabling your team to fine-tune and enhance the UX. This iterative process ensures that what eventually reaches the market is polished and optimized to meet user needs effectively.

Secondly, product validation testing acts as a gauge for assessing product-market fit. It tests whether the product resonates with its intended audience. By measuring user responses and feedback during validation, your team can determine whether its product aligns with market demands and if it stands out from competitors. 

Most importantly, product validation testing mitigates risks significantly. By testing early and consistently, your team can identify and address potential pitfalls before they become costly errors. Taking this proactive approach minimizes the chances of launching a product that falls short of user expectations or fails to gain traction in the market. Validation testing is the safety net that protects your team's resources and maximizes the probability of a successful product launch.

Types of validation testing during the product development phases

“A tester’s job is to ask the questions that the user would ask, not the ones the developer expects.”

— Michael Bolton, consultant, software tester, and testing teacher, Rapid Software Testing

Within product development, validation testing often combines various product testing methods. Each type of testing serves a distinct purpose in establishing whether a product is viable and resonates with users. These methods encompass different stages, from initial conceptualization to the final preparations for market entry.

What do all of these testing methods have in common? Real users. Incorporating user research in product development at every stage is paramount. User research guides these validation methods to keep them aligned with user needs and preferences. It also drives effective product validation and allows your team to make data-informed decisions based on user behaviors, desires, and pain points.

Let's delve into the fundamental types of product testing that support customer-centric product development and emphasize the critical role of user research during this iterative process. 

Prototype testing

Prototype testing serves as an early assessment stage in product development. It involves putting preliminary product versions into users' hands to gather feedback. By interacting with prototypes, users can provide valuable insights that help your team refine functionalities, identify potential flaws, and validate initial concepts. 

This testing phase isn't about presenting users with a perfect finished product; it's about gathering insights that guide subsequent development. Prototypes can range from simple sketches to wireframes to interactive digital models or any other representation that offers users a tangible sense of the product. Your team can validate ideas and functionalities through prototype testing before committing extensive resources to full-scale development. 

Check out our prototype testing template

Usability testing

Usability testing focuses on how users interact with the product interface and overall experience. It involves observing users navigating through the product, performing tasks, and accomplishing goals within the system. Analyzing users in action can allow your team to identify areas of friction, confusion, or inefficiency and provide actionable insights for improvement.

The goal of usability testing is to confirm that the product is intuitive and easy to use. It examines factors such as navigation flow, clarity of instructions, and ease of completing tasks. This method enables your team to refine the user interface and experience, enhancing the product's overall usability and user satisfaction.

Market testing

Market testing takes the product into the wild, exposing it to real-market conditions or a subset of the target audience. This method assesses the product's performance in a more realistic environment and validates user acceptance, appeal, demand, and competitive positioning. It involves releasing a limited product version to gather feedback or conducting surveys and interviews to gauge interest.

Your team can validate its assumptions about the product's market fit and competitiveness through market testing. Based on user feedback, this phase helps teams refine the product's positioning, pricing strategies, and feature prioritization. Insights from market testing can inform crucial decisions before the full-scale product launch, which reduces the risk of failure.

How to validate your product features and ideas

Validating product features and ideas involves a systematic process covering everything from identifying target users to analyzing your testing results. Each step ensures the product aligns with user needs and expectations. Let's break down the essential steps in the product validation testing process.

Step 1: Design user personas

"Personas are the single most powerful design tool that we use. They are the foundation for all subsequent goal-directed design. Personas allow us to see the scope and nature of the design problem... [They] are the bright light under which we do surgery.

— Alan Cooper, software designer, programmer, and "Father of Visual Basic"

Understanding your audience is foundational. Conduct thorough market research, user interviews, and data analysis to create detailed user personas. These personas should include demographic information, behaviors, goals, and pain points. By taking the time to understand your users on a deeper level, you're better equipped to design and validate features that cater to their specific needs and preferences.

Step 2: Identify key use cases and scenarios

"There’s no technology that can be ‘The Answer’ to a better customer experience in the absence of effective strategy and planning."

— Brad Cleveland, author, public speaker, and UX consultant

Map out the core customer journeys and interactions within your product. Identifying key use cases allows you to foresee how users will engage with your product and what functionalities they'll utilize most. These scenarios are the basis for testing the product's effectiveness in fulfilling user needs and meeting their expectations.

Step 3: Develop test scenarios

"If I had an hour to solve a problem, and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes."

— Albert Einstein, theoretical physicist

Craft diverse scenarios that simulate real-world situations. These scenarios should cover a spectrum of user interactions and functionalities. By creating various test scenarios and coming up with the best questions to ask customers about your product, you can obtain comprehensive validation across different use cases and user personas. For instance, scenarios could include initial onboarding, task completion, error handling, and feature exploration.

Step 4: Conduct user testing

"The power of statistics and the clean lines of quantitative research appealed to me, but I fell in love with the richness and depth of qualitative research."

— Brené Brown, professor and researcher

Engage with your target audience through qualitative testing with real users to gather feedback on the product's usability and functionality. Usability testing, prototype testing, and market testing involve directly observing users interacting with your product. Take care to recruit participants who represent the user personas your team designed. Observing how users navigate the product, encounter challenges, and accomplish tasks provides invaluable insights into areas for improvement.

Step 5: Analyze and iterate

"Usability is like love. You have to care, you have to listen, and you have to be willing to change. You'll make mistakes along the way, but that's where growth and forgiveness come in."

— Jeffrey Zeldman, web designer, author, podcaster, and entrepreneur

Meticulously analyze the user feedback, observations, and data you collected during user testing. Identify patterns, pain points, and areas of strength. Prioritize product improvements based on the severity and impact of identified issues. This iterative refinement process allows your team to evolve your product continuously to meet user needs and expectations more effectively.

Step 6: Engage customers for feedback

"If you do build a great experience, customers tell each other about that. Word of mouth is very powerful."

— Jeff Bezos, executive chairman of Amazon

Create multiple feedback channels to encourage ongoing communication with your users throughout the product validation testing process. Utilize surveys, feedback forms, user forums, or direct communication to collect user insights. Incorporating user feedback into the product development cycle fosters a user-centric approach and reinforces customer loyalty by demonstrating your organization's responsiveness to their needs. UserTesting can help you gather rich user feedback to guide your UX development and improvement processes. 

Tools and technologies for product validation testing

When it comes to product validation testing, using the right tools, platforms, and technologies can make a substantial difference. There are a variety of tools your team can use as part of your product validation testing process. Let's explore key tools you can use in this process, each offering unique functionalities and advantages to establish effective validation testing.


UserTesting, founded in 1999, is one of the world's most popular and enduring product testing software providers. Over 3,000 business customers, including 75 of the Fortune 100, leverage UserTesting's platform and services to learn from real users around the globe. This comprehensive user testing and insights platform allows your team to observe remotely as real users interact with your product, providing insights through video recordings, verbal feedback, and written responses. 

This end-to-end solution excels in its ability to gather diverse perspectives quickly and efficiently. UserTesting offers a comprehensive understanding of user experiences by facilitating usability, prototype, and market testing. Its real-time feedback empowers your team to iterate rapidly and enhance your product's user-centricity.

Why use UserTesting?

UserTesting is a dynamic solution through which you can gain actionable insights directly from your target users through quantitative and qualitative testing. Its diverse testing capabilities, ranging from live prototypes to fully developed products, offer flexibility in testing various stages of product development. The platform's robust features enable your team to uncover usability issues, validate design choices, and gauge market reactions swiftly before you launch. The real-time nature of user feedback allows for agile iterations, fostering a user-driven product development process.

Google Analytics

Google Analytics is a powerful web analytics tool that provides comprehensive insights into user behavior and website performance. It tracks various metrics, including user interactions, traffic sources, and conversions. By analyzing this data, your team can better understand how users engage with your product, identifying core user flows, popular features, and areas for improvement. Google Analytics can help you optimize the user journey and make data-informed decisions to enhance the overall UX.

Why use Google Analytics?

Google Analytics offers a wealth of data on quantitative user behavior, enabling your team to identify patterns, track performance metrics, and understand user preferences. Its ability to visualize data through customizable reports and dashboards aids in making informed decisions to optimize the product and maximize user satisfaction.


Optimizely is an A/B testing tool that allows your team to experiment with variations of your product's design, features, or content. It facilitates controlled experiments by presenting different versions to users and measuring their responses. Your team can determine which version performs better by analyzing quantitative user behavior and preferences.

Why use Optimizely?

Optimizely streamlines the A/B testing process, enabling your team to test hypotheses and validate design changes. Its user-friendly interface and robust experimentation capabilities empower teams to iterate features and designs based on real user data, optimizing your product for better performance and user satisfaction.


SurveyMonkey is a versatile survey platform that lets you create and distribute surveys to collect user feedback. It offers a range of customizable survey templates and question types, enabling your team to gather structured feedback, opinions, and preferences from a wide user base. SurveyMonkey's analytics tools provide in-depth insights into user responses, allowing your team to make informed decisions based on comprehensive, quantitative data.

Why use SurveyMonkey?

SurveyMonkey simplifies the process of gathering user feedback through customizable surveys. Its user-friendly platform and diverse question options enable your team to design surveys tailored to your needs. The platform's analytics capabilities can help you understand user sentiments, preferences, and areas requiring improvement, which can guide product development decisions.


Hotjar offers a user behavior analytics suite, including heatmaps, session recordings, and user feedback features. It visualizes user behavior by providing heatmaps that display clicks, taps, and scrolling behavior on web pages. Session recordings allow your team to view user interactions, thereby identifying usability issues and areas of particular interest. Additionally, Hotjar's user feedback tools enable users to provide direct input, which can foster a deeper understanding of user needs.

Why use Hotjar?

Hotjar's combination of visual analytics and direct user feedback provides a holistic view of user behavior. Heatmaps and session recordings offer visual insights into how users engage with the product, while feedback tools allow users to voice their opinions. This comprehensive approach assists your team in uncovering pain points and optimizing the UX.


Figma is a cloud-based design and prototyping tool that facilitates collaborative interface design and prototyping. It enables multiple team members to work simultaneously on real-time design projects, fostering seamless collaboration and feedback exchange. Figma's versatile features include prototyping, wireframing, and design system management, allowing your team to create interactive prototypes and design interfaces efficiently.

Why use Figma?

Figma's collaborative capabilities streamline the design process, allowing your team to work together in real time from anywhere. Its prototyping features enable the creation of interactive prototypes, facilitating user testing and validation of design concepts. With its versatile toolset and cloud-based infrastructure, Figma empowers your team to create and iterate designs collaboratively.

Crazy Egg

Crazy Egg offers heatmap analytics and A/B testing tools that provide insights into user behavior and website performance. The heatmap feature visualizes user interactions by displaying clicks, scrolls, and attention areas on web pages. Additionally, A/B testing capabilities allow your team to experiment with different variations of content or design elements to determine the most effective options based on user engagement metrics.

Why use Crazy Egg?

Crazy Egg's heatmap analytics offer a visual representation of user behavior, aiding in identifying areas of interest and potential usability issues. The A/B testing functionality allows for experimentation and data-informed decision-making, enabling your team to optimize your product based on user preferences and behaviors.


Qualaroo is a user feedback platform that enables your team to collect qualitative insights through targeted surveys and feedback widgets. It offers customizable survey templates and targeted questionnaires that prompt users at specific touchpoints within the product.

Why use Qualaroo?

Qualaroo's targeted surveys and feedback widgets allow personalized user interactions at critical moments. This targeted approach helps teams collect contextually relevant feedback, uncover user pain points, and gather suggestions for product enhancements that lead to a more user-centric product.

Best practices for validating your product ideas

Effective product validation testing relies on adhering to best practices that safeguard accuracy, reliability, and actionable insights. Let's explore some key best practices essential to the product validation process.

Sample size determination

Meaningful product validation relies on determining the appropriate sample size. A sample that's too small might not be representative, while a substantial sample could require too many resources. Consider the diversity within your user base and aim for a sample size that captures various demographics and user personas. Calculating sample sizes based on statistical methods relevant to your testing goals can yield reliable results.


Randomization eliminates biases that could affect the validity of your test results. Randomly assigning participants to different test groups or scenarios helps guarantee that external factors or user preferences won't influence your findings. Your team can obtain more accurate and unbiased insights by applying randomization techniques, such as random user selection or randomizing test scenarios.

Statistical analysis

Employing statistical analysis techniques adds rigor to your product validation process. Analyzing collected data using appropriate statistical methods allows for meaningful interpretation and inference. Techniques like hypothesis testing, regression analysis, or significance testing can help your team quantify the impact of changes or variations, providing confidence in the validity of results.

Iterative testing

The importance of iterative testing throughout the product development lifecycle cannot be overstated. Rather than relying solely on one round of validation, iterative testing involves multiple testing and refinement cycles. This approach allows your team to gather feedback, improve, and retest your product throughout its development cycle. Iterative testing allows continuous enhancements based on evolving user needs and preferences, which results in a more refined and user-centric product.

Multi-method validation

Multiple validation methods provide a more comprehensive understanding of your product's performance and user reception.

Instead of leaning solely on one testing approach, incorporating various methods—usability testing, surveys, analytics data, and feedback sessions—can give your team diverse perspectives. Each method brings its own set of insights, which help to triangulate findings and uncover different aspects of UX and user satisfaction.

Start validating your product with user feedback and insight

"In an increasingly technological world, designing products with real people in mind helps us make sure that technology integrates in our lives in a human way. It's a voice of reason, arguing that products and technology can support and even enrich our fundamental humanity."

— Leah Buley, author, researcher, and designer, in The User Experience Team of 

     One: A Research and Design Survival Guide

Validating your product ideas and features begins with understanding real user experiences. User insights are crucial in creating a product that truly resonates with your audience. 

The most effective way to discover the nuances of user interactions is through a platform that provides authentic feedback and global user perspectives, guiding your team through every stage of product validation testing. Start your validation journey with UserTesting today.

The complete guide to user interviews

Free test offer

Try UserTesting for free today!

In this Article

    Related Blog Posts

    • Blog

      Financial services usability testing

      ​Financial service organizations face unique challenges when conducting user research, from strict regulations and...
    • Blog

      What is an ethnographic study?

      With rapidly changing expectations and behaviors, understanding customers on a deeper level is crucial...
    • Blog

      What is an ethnographic study?

      With rapidly changing expectations and behaviors, understanding customers on a deeper level is crucial...