What is a Preference Test?

A preference test (also called a desirability study or preference study) is a research method where participants compare two or more design options and select which one they prefer. Unlike A/B testing, which measures actual user behavior and conversion metrics, preference tests focus on measuring user opinions, aesthetics, and design perceptions based on visual comparison alone.

In preference tests, participants typically see design mockups, wireframes, screenshots, or prototypes side-by-side and indicate which option they find more visually appealing, intuitive, professional, or suitable for a specific use case. This method is particularly valuable early in the design process when you're deciding between design directions before fully developing interactive prototypes.

Purpose & Use Cases

Preference tests are most valuable for:

Early-Stage Design Direction: When you have multiple design concepts or visual directions and need to narrow down which direction resonates with your target users before investing heavily in development.

Visual & Aesthetic Validation: Determine which design style, color scheme, typography, or layout users find more appealing or professional. This is particularly important for B2C products where visual appeal significantly impacts first impressions.

Feature Prioritization Through Design: Compare how users respond to different visual treatments of the same feature to understand which approach feels more intuitive or aligns better with user expectations.

Redesign Validation: When redesigning an existing interface, test the new design against the current design to gauge user reception before full rollout.

Copy & Messaging Testing: Test different wording, headlines, or messaging approaches to see which resonates better with your audience in terms of clarity or emotional appeal.

UI Component Variations: Compare different button styles, iconography, card layouts, or other component variations to determine which users find most appealing or understandable.

Landing Page & Hero Section Testing: Test multiple landing page layouts, hero images, or value propositions to identify which design best captures attention and communicates your product's value.

Table of Contents

Step 1: Getting Started - Creating Your Preference Test

1. Log into your UserTest Pro account
2. Click on Create test button
3. Click on the Survey option to begin creating your preference test. This will take you to the preference test creation workspace.