Testing Methods
Five Second Test
Five Second Test gives teams a repeatable qualitative research practice. It keeps everyone aligned around design & prototyping by helping you identify deficiencies and improve understandability of websites and applications. Grounded in testing methods, the method turns insight into tangible next steps.
Goal
Design & Prototyping
Group
Qualitative Research
Users
Direct User Involvement
Overview
The Five Second Test is a usability testing method where participants are shown a design or webpage for five seconds and then asked to recall what they saw or understood. It's used to evaluate first impressions, visual hierarchy, and clarity of messaging. By limiting exposure to a brief window, the Five Second Test uncovers what stands out and what might be overlooked. It's particularly valuable in web design, advertising, and branding, where capturing attention and conveying essential information quickly is key.
Step-by-Step Procedure
7 steps to complete
1
Define the Objective
Clearly define the objective of your Five Second Test. Identify what specific elements, messages or branding aspects you want the users to take away from the website or design in question.
2
Create the Test
Design the test using tools like usabilityhub.com, where you can set up the test by uploading a screenshot or providing a URL of the page you want to test. Customize your test's duration (typically 5 seconds) and leave an optional space for additional comments or questions after the test.
3
Recruit Participants
Recruit an appropriate sample of participants (users) for the test. This can be a mix of existing users, target demographic users or general users. In some cases, you may also consider using paid recruitment services to find suitable test participants.
4
Conduct the Test
Share the test with the participants through a link or by embedding it on your website. Allow each participant to view the design or webpage for the given duration (5 seconds). After which, the screen should disappear and the users will be prompted to answer questions based on their first impression.
5
Gather Feedback
Collect user feedback after the test, including their ability to recall what they saw and their impression of the design. This typically includes asking questions related to their understanding of the site's purpose, key elements or messaging, and their overall impression. Focus on understanding what stood out to them and whether they could grasp the intended purpose or message.
6
Analyze the Results
Go through collected feedback to identify patterns and trends in user responses. Pinpoint areas where users recalled critical information and areas where they did not. Determine whether your design elements, messaging and branding were effective, and identify areas that need improvement.
7
Implement Changes
Use the insights gained from the Five Second Test to make necessary changes to your design, messaging and branding. Incorporate the identified improvements and retest your design with a new set of users to validate the changes are effective.
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.
Deliverables
What you'll produce from this method
Test Protocol
A detailed plan outlining the objectives, target audience, test materials and the step-by-step procedure to be followed when conducting the Five Second Test.
Screen Captures
High-quality images or screenshots of the design elements or webpages being tested, used as a reference material for participants during the test.
Participant Recruitment
A list of recruited participants that match the target user demographics and characteristics necessary for the test, including methods used to select and contact them.
Test Sessions
Recorded video or audio documentation of each test session, capturing the participant's interaction and verbal feedback when exposed to the design for five seconds.
Test Findings
A summary of key insights and patterns observed throughout the test sessions, focusing on whether the design effectively communicates its intended message or purpose.
Recommendations
A list of actionable recommendations based on the test findings, outlining potential improvements for the design.
Test Report
A comprehensive document compiling all the deliverables, test findings, and recommendations, presented in an easy-to-understand format for stakeholders or team members.
Related
Explore Similar Methods
Discover research techniques that complement Five Second Test and enhance your UX toolkit.
