Multichannel vs. omnichannel testing explained: How to select the right technique for your usability test

Let’s start with a TL;DR:

In this article, we deep-dive into what is multichannel testing, what is omnichannel testing, and the differences between both. We also give you in-depth multichannel vs omnichannel examples so you know when to use each method to test your product.

Multichannel testing looks at a user journey or experience that starts and finishes on the same platform, even if it’s available on multiple channels. It focuses on testing each channel as a separate entity to optimize the user experience of each. What it doesn’t do is look at those different channels during different stages and touchpoints of the process you’re testing.

Omnichannel testing looks to analyze and optimize a process that can be started on one device, and completed on another—meaning it always involves multiple channels. It focuses on ensuring you provide a cohesive and seamless user experience across all channels and touchpoints for a unified user journey. It’s a holistic look at inconsistencies, friction points, and gaps when moving from one channel to the next.

Multichannel testing is useful throughout the product development process. For example:

You should typically conduct omnichannel testing if your platform requires that users transition between channels. You want those transitions to be as smooth as possible. Some specific instances include:

Now you know when to use multichannel vs. omnichannel testing, let’s look at how you can conduct these testing approaches, with step-by-step examples and expert insights.

Both approaches have their pros and cons. Let’s look at the benefits of multichannel usability testing, the benefits of omnichannel usability testing, and the disadvantages of both.

The multichannel approach to usability testing can be broken down into two simple steps:

The key element in multichannel usability testing is that you use different users on different channels. This ensures you gather data on multiple channels, while ensuring the insights you collect are focused exclusively on a single channel’s UX, without any cross-channel contamination.

Let’s say your team has created a project management tool called Path. It focuses on helping teams collaborate with a variety of features, such as task assignment, Gantt chart building for project management, and in-app messaging capabilities.

Path is available on browsers and a downloadable mobile app. Your task is to ensure users can intuitively create Gannt charts on both platforms.

You need a minimum of five users, as per the 5-user rule for finding usability issues. If you haven’t launched your product yet or don’t have users to turn to for testing, you can always use a participant recruitment solution—like the Maze Panel—to find the users you need.

You conduct your usability tests separately—with your first set of users creating Gannt charts using your digital product’s desktop website, and the second group doing the same task on app.

For this example, you get on a call with browser users and give them specific information to put into their Gantt charts. You record their screen, and can even follow up with a user interview after the process.

You ask:

After analyzing the results with your usability testing tool of choice, you find that most desktop users have no issues creating Gannt charts using Path. In fact, they find it simple.

However, responses from app users tell a very different tale.

Path mobile app users report problems with design responsiveness. When they enter information into fields, the Gantt chart image takes up too much space, hiding the fields from view. Users also find it difficult to navigate the chart builder because it takes up so much space, causing them to scroll excessively.

Two different channels, two very different experiences. Back to the drawing board for the Path product design and development team, to revisit the mobile app’s interface.

Now let’s look at omnichannel usability testing.

The omnichannel approach, much like multichannel usability testing, can be summed up in two steps:

While omnichannel usability testing is a fairly simple process because you’re only recruiting one set of users, the tasks you’ll ask users to complete will be more complex. These tasks often include testing the main steps of the user journey. Here’s what that might look like:

Let’s say you and your team have made a digital finance and paying platform called SafeIt. To fully use the product, users will have to create an account on their desktop computers and link it to the app. From the desktop account dashboard, they can manage their finances, convert currencies, and link the platform to their bank accounts.

From the mobile app, they can make payments with a scannable QR code. However, the app doesn’t display financial information. This ensures that users’ sensitive information can’t be seen or stolen while using the mobile version. Users can call an always-available customer support representative through the app if they need assistance.

For your product to work, users will need to shift between the desktop version and their mobile phones during the onboarding process.

You need to assess the entire user flow, which consists of three steps:

You conduct usability testing with 10 users for your omnichannel initiative, asking them each to complete the onboarding process with the three steps above. You want to assess the entire user experience across both platforms, and the transition between the two.

After testing users, you uncover some crucial issues with overlaps:

Overall, the tested users find SafeIt to be frustrating and time-consuming—the exact opposite of what they want from a digital finance platform. Thankfully, the team’s research gives them the foresight to make changes mid-development and provide a much smoother omnichannel experience. They can rework the app, and head towards launch knowing they preempted any hefty redesigns later down the line.

Multichannel vs. omnichannel testing are two ways to test and improve your product design to ensure it works perfectly across every platform it touches.

Remember:

Either way, you’ll need a usability testing tool to help you conduct your test, gain insights, and iterate your design based on user feedback. Enter: Maze.

Maze is the leading user research platform that helps you measure the usability of your digital product. With Live Website Testing, you can quickly and easily test the usability of your products to ensure they provide the experience your users want and need.

Product not live yet? No worries, Maze’s Prototype Testing enables you to evaluate your lo-, mid-, and hi-fi designs before launch to ensure they’re up to scratch.

Back up every design decision you make with user insights, whether you’re curating an experience on one channel or multiples. With quantitative analysis and usability metrics like heatmaps and path analysis, you’ll know exactly what to improve for a customer-centric product experience across your channels.