Observational Methods

Bubble Test

Bubble Test gives teams a repeatable qualitative research practice. It keeps everyone aligned around testing & validation by helping you explore participants' emotions, preferences, and opinions through image interpretation. Grounded in observational methods, the method turns insight into tangible next steps.

Goal

Testing & Validation

Group

Qualitative Research

Users

Direct User Involvement

Overview

The Bubble Test is a user research method that asks participants to circle areas on a visual layout that attract their attention. It's highly effective in understanding what elements in a design, such as a website or advertisement, catch the eye first. By identifying these visual hotspots, designers can optimize the layout to guide user attention to essential information or calls to action. The Bubble Test offers quick insights into visual hierarchy and can lead to more effective and user-friendly designs.

Step-by-Step Procedure

9 steps to complete

Identify the objective

Determine the goal of your bubble test, such as finding out the most preferred navigation item or the most comprehensible icon.

Prepare necessary materials

Create paper or digital printouts of the interface/components you want to test. Ensure the elements are big enough for participants to easily read and understand.

Choose participants

Recruit a diverse group of users representing your target audience. Depending on the scope of your test, 5 to 10 participants should suffice.

Explain the instructions

Provide clear instructions to the participants. Explain that they will circle or assign a specific number of bubbles to each item, with more bubbles indicating higher preference or comprehension. You can use a scale of 1 to 5 bubbles, or let them distribute a set number of bubbles among the options.

Conduct the test

Ask participants to rank the items by filling in bubbles next to each option. Encourage them to think aloud and provide reasoning for their choices.

Collect and analyze results

Gather the completed printouts and compile the data, calculating average scores for each item.

Evaluate patterns and trends

Analyze the participants' explanations alongside the scoring data to understand common preferences, concerns, or confusions.

Refine your design

Based on the insights gained from the bubble test, iterate your designs to better meet the preferences and comprehension levels of your target users.

Report findings

Document the results, insights, and design implications from the bubble test. Share this report with stakeholders and team members to help inform design decisions.

Method Complete

Real-World Examples

See how this method is applied in practice

Understanding Deal Discovery Behavior

Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."

Local Merchant Experience Research

Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.

Deal Redemption Experience Study

Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.

Prerequisites

Time

30 minutes.

Material

Images (photos, illustrations, etc.), and optionally, markers.

People

Minimum of 1 researcher.

Suitable For

Evaluating visual hierarchy and attention patterns in interface designs
Testing designs with participants who may be less verbally expressive
Researching sensitive topics through indirect, projective techniques
Working with children or users with communication difficulties
Supplementing interviews and focus groups with visual feedback methods
Comparing which design elements attract attention across variations
Gathering emotional responses to brand elements, logos, and imagery
Understanding first impressions and visual hotspots in layouts

Tips

1
Keep this method on standby when researching sensitive topics. Participants may not feel comfortable discussing their feelings but may project those feelings onto the interpretation of situations depicted in the images.
2
Try using image interpretation as a projective technique for testing brand elements, such as a new logo. Ask participants what kind of company they think uses the logo.
3
The Bubble Test can be utilized independently or as a complementary method during interviews or focus groups.
4
Use diverse images that represent different scenarios - variety helps uncover a broader range of emotional responses.
5
Follow up circled areas with 'Tell me more about why this caught your attention' to gather qualitative context.
6
Test the same design with different audience segments to identify perception variations.
7
Combine bubble test data with eye-tracking when possible for triangulated attention insights.
8
Use bubble tests early in design to validate visual hierarchy before detailed usability testing.

Resources

A/B Testing: Evaluative UX Research Methods

First Click Testing: Evaluative UX Research Methods

A Practical Guide to Usability Testing Methods for UX Designers

A Step-by-Step Guide to Usability Testing

Deliverables

What you'll produce from this method

Test Plan

A comprehensive document that outlines the objectives, scope, methodology, participants, scenarios, and timeline of the Bubble Test.

Participant Recruitment

A list of participants recruited for the test, including demographics and other relevant information to ensure a diverse and representative sample of users.

Consent Forms

Documents that inform participants about the nature of the study, the expected duration, and any potential risks or benefits. Participants must provide their informed consent before the test begins.

Test Scripts

A collection of step-by-step instructions and scenario prompts for participants to follow during the Bubble Test, ensuring consistent administration of the test and enabling better comparability of the results.

Data Collection Templates

Tools such as spreadsheets, forms, or questionnaires to systematically record participant responses, behaviors, and any unexpected findings during the Bubble Test.

Audio and Video Recordings

Recordings of the Bubble Test sessions that can be analyzed later to gain deeper insights into participant behaviors, thought processes, and decision-making.

Bubble Test Results

A compilation of the data collected during the Bubble Test, including participants' responses, preferences, behaviors, and any other relevant findings.

Data Analysis and Interpretation

A systematic examination of the Bubble Test results to identify patterns, trends, and insights related to user experience, interface design, and usability issues.

Recommendations and Action Items

A list of practical suggestions and next steps to address the findings from the Bubble Test and improve the overall user experience based on the insights gained.

Final Report and Presentation

A comprehensive document and presentation sharing the methodology, findings, analysis, and recommendations from the Bubble Test to stakeholders and decision-makers.

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Bubble Test