The Brand, the logo and the experience, a certain quality. The experience is almost emotional. It depends on the cycle. After the product evolves, then we test Help. Our lab is important, but is limited in innovative product development.
Content is important.
We use techniques borrowed from Tech Pubs. We ask the test participants to circle areas that they read more than once. First we find the stakeholders, then define the goals in a user-centered way. We need to have goals and agree on the goals. And goals need to be mapped to the user.