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Three case studies on UX techniques and methodologies that will inspire, amaze, and possibly strike fear. But, through it all, lessons learned from the field and fundamentals of UX research will be presented. The goal is to depart with practical perspectives and sufficient rigor to guide a course towards a customer aware corporate strategy. *Please note we had technical difficulties during the Q&A so we were unable to 'close out' properly but the presentation was recorded without issue.*
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UX Research: What I did not learn in grad school…Gavin Lew
Executive Vice President, GfK User Centric
@glew
GfK User CentricChicago, October 2012
Introduction
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A little about me…
Gavin S. Lew
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Adjunct Faculty
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Adjunct Faculty
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I did not finish my PhD
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What Happened?
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What Did I Learn in Grad School?
Picture of Grad School
Overview
?
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What Did I Know?
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Founded User Centric
Started UC back in 1999…we are now:– GfK User Centric
• 150+ global UX consultants with post-graduate degrees in behavioral sciences, human factors, or human-computer interaction
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Philosophy 1.0
At UC, we don’t “sell services” like– Usability testing– Or other user experience forms of research
What we strive to do is answer client questions– Methodologies and techniques are just tools
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We have the Privilege of…
Interacting with,
Designing for,
and Testing
many User
Experiences
But, this also means…
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Sometimes I Feel Like Clients Ask Us to…
But, most ofour work…
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Slide Title [1 of 2]
Section Title
Slide content
This SUCKS!!!
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Philosophy 2.0
We believe that any business can be successful
If they could just…
Take a bite out of suck
We take projects where we can have
a positive impact with our clients
One that transforms their user’s experience
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Techniques (User Experience)
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But, What Does It Really Mean?
Picture of thinker
Overview
Session Topics
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What They Do Not Teach You in Grad School
1. “The experience you craft is more than just the product”
2. “Yes, usability can be measured…”
3. “Sometimes research is COMPLICATED”
4. “Design is not always walk-up-and-use”
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1. “The experience you craft is more than just the product”
Product or
Service
Web Site
Out-of-the-Box
ExperienceProduct
or Service
IVR
User Guide
Store Experience
e-com
Call Centers
Web Site
Out-of-the-Box
ExperienceProduct
or Service
IVR
User Guide
Store Experience
e-com
Call Centers
HR
Paper Bills
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Philosophy 3.0
Must think beyond just the product itself…
We Believe Experiences Matter
31 2. “Yes, Usability can be MEASURED”
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Must Fight Naysayers
As UX practitioners, we believe that concepts, such as easy-to-use, intuitive, and usable can be measured
Unfortunately, naysayers believe that we cannot measure
”I know it when I see it”
Ultimately, what we do is MEASURE and CHANGE
Does Anyone See More Than Snow?
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Anyone See a Dog?
Once you see it, you cannot help but see it
Dalmatian “pops”
FedEx Spinner
Who sees it?
More help
FedEx Spinner is “now” locked
Spinner just “pops”
Forgive me. I just ruined your commute!
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“You just know it when you see it”
Naysayers: You Cannot Measure Usability
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Correct this belief
Measurement must be:
– Well defined
– Observable
– Quantifiable
– Repeatable
Naysayers: Cannot Measure “Intuitiveness”
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Not All Measures Are Created Equal
Bad Inappropriate Good
`
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Consider a Horse Race: Which Measure is Good?
Consider horse racing: What measure is used?
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Different Conditions: Yes, That is Snow
Yes, this is snow…!!!
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Some believe the horse wants to win…
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Procedure
– Will give you a task
– I will count time
– Make a Yes or No decision
– Remember the time
– Raise your hand
• Right = Yes / Left = No
Let’s practice first
Exercise
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Is the man wearing a red shirt? Decide Yes or No Remember the time Raise hand Ready?
Decide Yes or No Note time Raise hand
Exercise
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1 sec
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4 sec
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5 sec
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8 sec
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9 sec
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Hospital setting. Assessment of different prompts for an interaction with an interface. The patient has declined further treatment. The physician asked you to go into the system and cancel all of the orders. So, you select the orders and press cancel.
Decide Yes or No Note time Raise hand Ready?
Task 1
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1 sec
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Hospital setting. Assessment of different prompts for an interaction with an interface. The patient has declined further treatment. The physician asked you to go into the system and cancel all of the orders. So, you select the orders and press cancel.
Decide Yes or No Note time Raise hand Ready?
Task 2
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1 sec
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5 sec
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You can feel easy-to-use
You need to design this way
Why Does This Matter?
You can feel bad interfaces and
also measure the effect
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3. “Sometimes research can be
COMPLICATED…”
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One Can Always Get Data…
1) Is this really “good” data?
2) Will the results produce actionable change?
Integrity is everything in research
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Pick a Device, Any Device!
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Sanitization MP3 Players
Five selected target interfaces
Alpha
Bravo
Charlie
Delta
Echo
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Client Objective
Client asked User Centric to:
Understand the user experience related to these devices
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Client Objective
Client asked User Centric to:
Understand the user experience related to these devices
Identify usability issues
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Client Objective
Client asked User Centric to:
Understand the user experience related to these devices
Identify usability issues
Recommend possible solutions to improve the UI
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Challenge: Help create a best-in-class UI
Sounded reasonable to us
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Effort Seemed to be Largely Formative
Discovery emphasizes the qualitative
Testing is pragmatic with small samples to iterate the design
But, not this case example because…
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Case Study #1
But, the client had
different needs
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Design Research Included:
21 Tasks of Interest were selected– High Frequency of Use (“Play Song”)– Priority (“Create Playlist”)
5 User Interfaces – Four Competitors– One Client Design (Echo)
Alpha Bravo Charlie Delta Echo
User Centric, Inc. UPA: June 2006 93
Task x Device Matrix
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Case Study #1
Client had even more needs…But, the client had
EVEN MORE needs
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Asked to Conduct Research to:
Ensure that the new design will be best-of-breed relative to the competition
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Asked to Conduct Research to:
Ensure that the new design will be best-of-breed relative to the competition
Oh, we failed to mention— This is extremely high profile Data will drive strategy Report will go directly to C-level executives…
And oh, did I mention that we’re gonna need the results to be statistically significant…?
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Initial Design
21 Tasks x 5 Designs– 100+ Combinations
Picked: Competitive Usability Testing
Within-subjects design -- NOT– Learning– Fatigue
Between-subjects design…? How?
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When We Looked Closer…
It actually got worse!
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Not All of the Tasks Worked for Each Device!
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And even worse…
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Case Study #1
Client had even more needs…
But it gets even better!
The client had another UI variant to add…
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And New Baby Makes Six!
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What else can I say?
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Case Study #1
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And even worse…
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Case Study #1
Client had even more needs…
Could we try talking the company out ofdoing these things?
Nope!
Results will drive strategy
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We Did Manage to Convince Company that
UC would design the study such that it would be sensitive enough to detect statistical significance, if it indeed existed
Thus, there would be NO a priori assurances of finding significant differences—because it might not exist!
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The Real Challenge…
We were charged with:
– Research activities
– Methodology that would provide data to justify design direction
A device was going to be built…
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Core Elements
Access points (navigating to a feature is easy)
Feature task flows (completing task may be
hard)
Design look and feel
Iconography
Verbiage
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Core Elements
Access points (navigating to a feature is easy)
Feature task flows (completing task may be
hard)
Design look and feel
Iconography
Verbiage
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Experimental Approach
Realistically, participants could– Only interact with 2-3 designs effectively (not 5-7) – Assumed each participant could complete ~ 6 tasks
Create prototypes on a computer– Level the “playing field” to core task flow elements
Usability testing / Quantitative Data Collection– Recruited target demographic (incl. high schools) – Needed simultaneous test teams– In the end, we really needed to know the “story”
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Sheer size of all possible combinations
Within each block… Order of task presentation
– Tasks were systematically counter-balanced to reduce learning and order effects
Order of device presentation– For each participant, devices were randomized within
each task to reduce learning and order effects
Control for Bias: Create Blocks
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Individual participants received a block– Assigned randomly to reduce learning effects
Constraint: Familiarity biases were avoided – iPod owners will not interact with iPods
Est. what could go into a 60-min session– Blocks of four to six tasks seemed to “fit” – Using total number of steps to complete…
Participants were Assigned to Blocks
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If each participant received five or six (of the 21) tasks by three (of the six) devices– There are 20 unique device combinations
• P1 = Devices ABC; P2 = ABD; P3 = ABE…
To complete a full block, 20 participants were needed
Each device by task cell was represented with at least 10 participants– N=80 to have four blocks of 20
So…How Many Participants?
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Julian Tracy O.
Participant #1 Participant #2
16-24 years 25-44 years
task="11" device=Bravo task="16" device=Bravo
task="11" device=Foxtrot task="16" device=Delta
task="16" device=Charlie
task="6" device=Alpha task="13" device=Charlie
task="6" device=Foxtrot task="13" device=Delta
task="6" device=Bravo task="13" device=Bravo
task="4" device=Bravo task="8" device=Delta
task="4" device=Foxtrot task="8" device=Bravo
task="4" device=Alpha task="8" device=Charlie
task="15" device=Foxtrot task="18" device=Bravo
task="15" device=Bravo task="18" device=Delta
task="17" device=Foxtrot task="9" device=Charlie
task="17" device=Bravo task="9" device=Bravo
task="17" device=Alpha task="9" device=Delta
So, This Looked Like This…
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Time-on-Task
Efficiency (Deviation from Optimal Path)– Total screens viewed / Optimal path for the task
• More incorrect “steps” increases this metric
Success– % participants in each cell (device x task) who
successfully completed the task
Preference– Pair-wise device preferences for a particular task with
a magnitude judgment
Measures
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Task-by-Task Analysis
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Sometimes numbers do
not tell the whole story
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Sometimes the runner up Ain’t that Bad
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What was the REAL STORY…?
N = 80?... I asked for 100+
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Usability Issues / Participant Verbalizations
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Results Drove Iterative Design Process
Start with the high frequency / high priority tasks…– Why did the Foxtrot design win?– Why did the Alpha design lose?– Compare quantitative with qualitative
Complex tasks – The fastest time was not the best– More clicks, less error, high satisfaction
Sometimes winners would emerge for different reasons…– How do you weigh different UI conventions?
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Lessons Learned
“Know the story”– Benefit of Qualitative Data– Absolute “must have”– Extra 20 participants used for qualitative data
Learning– Counterbalancing was sufficient– But, these are not walk-up-and-use devices…
Avoid “Frankenstein” Design– Do not simply pick the winning task flow and
implement– Consistency matters!
Group Exercise: 3 of 3How to Write Good Recommendations
All too often, we over focus on making things
SIMPLE
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Walk Up And Use
4. “Design is NOT always aboutwalk-up-and-use”
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Not Everything Should Be WALK UP AND USE
Expert interfaces are around us everywhere
All too often…
we design for the first hour of use
NOT the first year of use
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Call Center Interface
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Call Center Interface
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While on a Call, Knowing “History” Usually Helps
Click Notes
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Specific Notes Can Be Opened
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Specific Notes Can Be Opened
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Imagine…– Approx. 100 calls per day– Typical environment involves cubicle farms– Stand and ask questions– Multi-tasking– Time pressure– Possible sales incentives in effect– Rapid consumption of screens
Does this change anything?!?!
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Demonstrate over-learned behaviors– High number of transactions, huge volume of calls– Rote memorization of commands and actions
Emphasis is all about their workflow – They make transactions so quickly, across multiple
systems, and in most cases, they do not need to look at entire screen
– IMPACT: Users will not look at individual notes and they will be less informed, thus driving calls back!!!
Reality: – Traditional walk-up-and-use methods may be totally
inappropriate and insufficient
Expert Users
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Main Screen
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Takeaway Lessons
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Core Issues
We Change
We MeasureThank you
s
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1. “The experience you craft is more than just the product” 2. “Yes, usability can be MEASURED””
4. “Design is NOT always about walk-up-and-use””
3. “Sometimes research can be COMPLICATED…”
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