4 min read

How to create effective unmoderated concept tests

Building an effective unmoderated concept test requires effort and planning. In this post, we would like to share some of the key tips that we provide to our customers when they get started with their first unmoderated research.
Written by
Brian Byun
Published on
Thursday, September 29, 2022

Unmoderated concept testing is a very popular UX research methodology used by modern product teams that iterate and validate continuously. Unmoderated concept testing tools like Hubble can be used to validate feature ideas and collect tangible user feedback in the early stages of product development. Without spending significant engineering resources, product teams can test their assumptions and collect specific product feedback from their target audiences. However, building an effective unmoderated concept test requires effort and planning. In this post, we would like to share some of the key tips that we provide to our customers when they get started with their first unmoderated research.

Align on your goals with other team members

Delivering an successful unmoderated concept test starts by ensuring that the team is aligned well on the goals. Discuss with your team and make sure that everyone understands what needs to validate through the unmoderated concept test. We believe this is particularly important when there are multiple functions involved in the process like product, design and research. Collaborating from the beginning will help teams drive the best research outcome and ensure that the results can drive the best action forward. If you need tips on how to collaborate best beteween UXR and product, please see this blog post.

Making sure that the entire team is aligned is a key ingredient for success in any UX research method.

Develop a plan for unmoderated test recruitment

In all types of user research, recruiting participants is one of the most important elements to consider. Teams can either recruit unmoderated concept testers directly from their active user base or leverage a pool of external participants that can help them test with individuals that are not familiar with the product. Recruiting actual users can be advantageous because they will have a strong context around the product and will be able to test more nuanced product-specific questions in the unmoderated concept test. On the other hand, external panels can expedite the research process because collecting responses from them usually requires less turnaround time. Hubble customers have the option to run both, and our amazing customer success team will assist in both strategies 😎

Create a dedicated prototype for testing purposes

Using a well crafted Figma prototype is important to create a good experience for unmoderated concept testers but also ensure that the results are effective and value additive. We highly recommend creating frame based prototypes, and creating a separate panel to build a test prototype because it makes the importing process much smoother and snappier. We also recommend adding.user paths and have a clear ending screen so that you can properly track key quantitative statistics such as success rate as well as time spent on task. If you haven’t checked out, here is a guide on how to optimize your prototypes for concept tests.

Well designed unmoderated studies can uncover high quality insights for your product development process

Write a good script for your concept test

Writing a good script is extremely important to ensure a great outcome for unmoderated concept tests. When writing a good unmoderated test script, you need to maintain a fine balance of providing enough information and background knowledge for the tester to understand the purpose of the test, but also not providing specific step by step instructions that can negatively impact the quality of the unmoderated concept tests. For usability driven unmoderated concept tests, is better to provide general instructions and observe how the testers go through the flows to identify any issues and potential UX loopholes. If you need more specific advise on how to create a good unmoderated concept test script, please take a look at this blog post

Test the unmoderated concept tests internally prior to publishing

Make sure to test the unmoderated concept test within your team internally before releasing it to actual participants. This helps ensure that there are no technical issues or roadblocks that can potentially negatively impact the results of the test. Hubble offers public preview links that you can share with anyone inside and outside your team.

Unmoderated concept tests are very powerful UX research tools that can unlock value to your team by allowing rapid & fast experimentation through the product development process. If you follow some of the tips that we shared above, your product team will be able to collect powerful user research insights through unmoderated concept tests.

Do you have any other suggestions or comments on how to succeed with unmoderated concept tests? Please email me at or contact us directly in our community 😃