0
So much UX data! Now what?
Jennifer Romano Bergstrom
April 12, 2014
UXPA-DC Workshop| Arlington, VA
@romanocog
2
Measuring the UX
• How does it work for the
end user?
• What does the user
expect?
• How does it make the
user feel?
• W...
3
Usability vs. User Experience (UX)?
The 5 Es to Understanding Users (W. Quesenbery): http://www.wqusability.com/articles...
4
Krug, S. Don‟t Make Me Think
What People do on the Web @romanocog @uxpadc
5
UX data
OBSERVATIO
NAL+ Ethnography
+ Time to complete task
+ Reaction time
+ Selection/click behavior
+ Ability to comp...
Explicit data
6
*Satisfaction Questionnaire Q7: Please rate how difficult it was to log in on this device. 1= not difficul...
88
Implicit data
8
6
6.5
7
7.5
8
8.5
9
00:00.00 00:07.50 00:15.00 00:22.50 00:30.00 00:37.50 00:45.00 00:52.50
P29 iPhone
...
99
Implicit data
9
6
6.5
7
7.5
8
8.5
9
00:00.00 00:07.50 00:15.00 00:22.50 00:30.00 00:37.50 00:45.00 00:52.50
P29 iPhone
...
Eye tracking
10
@romanocog @uxpadc
Heat maps
11
@romanocog @uxpadc
@romanocog @uxpadcGaze plots
12
@romanocog @uxpadcGaze plots
13
@romanocog @uxpadcGaze plots
14
Gaze plots and comments
15
M
“Man, this is a long paragraph.”
“There's a lot of information, it'd be a lot better in list ...
Usability test of a low-fi prototype
16
@forsmarshgroup @romanocog
@romanocog @uxpadc
• video
Usability test of a high-fi prototype
17
@forsmarshgroup @romanocog
@romanocog @uxpadc
• video
More data
18
Fixation count Heat map of the Round 2 home page
from 7 participants during the “scam” task
Left
navigation
C...
19
• “Where and how you click is a bit counter-intuitive. [It‟s] not
super obvious which button to click to get to next se...
Combining data
20
• “I‟m not expecting them to email
or call me. I don‟t expect any
person to notify me.”
• “I‟m not sure ...
So how much data do I need?
22
Considerations
• Qualitative
• Quantitative
• Iterative testing
• User groups
@romanocog @uxpadc
Questions
Jennifer Romano Bergstrom
@romanocog
jbergstrom@forsmarshgroup.com
UXPA-DC Workshop| Arlington, VA
So much UX data! Now what?
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So much UX data! Now what?

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workshop for UXPA DC on April 12, 2014, entitled "All this UX data! Now what?" Attendees learned how to deal with large amounts of user experience data from tests, and how to combine certain data to tell a succinct story.

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  • Round 2 prototypeHeat map of the Round 2 home page from 7 participants during the “scam” task to assess ease of navigation to the bundled page.
  • The location and design of buttons and features should be the same. There was a droid team, desktop team, and apple team, they worked independently so small inconsistencies like the location of the next button was different because communication wasn't the best.
  • Transcript of "So much UX data! Now what?"

    1. 1. So much UX data! Now what? Jennifer Romano Bergstrom April 12, 2014 UXPA-DC Workshop| Arlington, VA @romanocog
    2. 2. 2 Measuring the UX • How does it work for the end user? • What does the user expect? • How does it make the user feel? • What is the user‟s story and habits? • What are the user‟s needs? Usability = “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficien cy, and satisfaction in a specified context of use.” ISO 9241-11 + emotions and perceptions = UX @romanocog @uxpadc
    3. 3. 3 Usability vs. User Experience (UX)? The 5 Es to Understanding Users (W. Quesenbery): http://www.wqusability.com/articles/getting-started.html User Experience Design (P. Morville): http://semanticstudios.com/publications/semantics/000029.php Whitney‟s 5 Es of Usability Peter‟s User Experience Honeycomb @romanocog @uxpadc
    4. 4. 4 Krug, S. Don‟t Make Me Think What People do on the Web @romanocog @uxpadc
    5. 5. 5 UX data OBSERVATIO NAL+ Ethnography + Time to complete task + Reaction time + Selection/click behavior + Ability to complete tasks + Accuracy IMPLICIT + Facial expression analysis + Eye tracking + Electrodermal activity (EDA) + Behavioral analysis + Linguistic analysis of verbalizations + Implicit associations + Pupil dilation EXPLICI T+ Post-task satisfaction questionnaires + In-session difficulty ratings + Verbal responses + Moderator follow up + Real-time +/- dial @romanocog @uxpadc
    6. 6. Explicit data 6 *Satisfaction Questionnaire Q7: Please rate how difficult it was to log in on this device. 1= not difficult at all to 5= extremely difficult. 0 3 6 9 Participant Ratings How likely would you be to recommend this site to a friend? Not likely at all or Slightly likely Moderately Likely Very Likely 0 3 6 9 Participant Ratings How likely would you be to use this site in the future? Not likely at all or Slightly likely Moderately Likely Very Likely “Love the picture in the middle of it.” “It looks very clean and very simple.” “It looks pretty organized, it's a nice design.” When asked how they would save information, four of six participants said they would bookmark the page or take a screenshot of the information. Only two mentioned that they would use the site functionality to save for later use. 83% 9% 9% Percentage of Difficulty Ratings* 1 & 2 3 >=4 @romanocog @uxpadc
    7. 7. 88 Implicit data 8 6 6.5 7 7.5 8 8.5 9 00:00.00 00:07.50 00:15.00 00:22.50 00:30.00 00:37.50 00:45.00 00:52.50 P29 iPhone Begin date and time selection. End date and time selection. Trouble with scrolling. More trouble with scrolling. @romanocog @uxpadc
    8. 8. 99 Implicit data 9 6 6.5 7 7.5 8 8.5 9 00:00.00 00:07.50 00:15.00 00:22.50 00:30.00 00:37.50 00:45.00 00:52.50 P29 iPhone Begin date and time selection. End date and time selection. Trouble with scrolling. More trouble with scrolling. @romanocog @uxpadc
    9. 9. Eye tracking 10 @romanocog @uxpadc
    10. 10. Heat maps 11 @romanocog @uxpadc
    11. 11. @romanocog @uxpadcGaze plots 12
    12. 12. @romanocog @uxpadcGaze plots 13
    13. 13. @romanocog @uxpadcGaze plots 14
    14. 14. Gaze plots and comments 15 M “Man, this is a long paragraph.” “There's a lot of information, it'd be a lot better in list form. Ideally, you want to get your information quick without reading through all this.” @romanocog @uxpadc
    15. 15. Usability test of a low-fi prototype 16 @forsmarshgroup @romanocog @romanocog @uxpadc • video
    16. 16. Usability test of a high-fi prototype 17 @forsmarshgroup @romanocog @romanocog @uxpadc • video
    17. 17. More data 18 Fixation count Heat map of the Round 2 home page from 7 participants during the “scam” task Left navigation Center icons Mean time elapsed before AOI is fixated 79.55 (18.54). N = 8 29.36 (9.2). N = 6 0 3 6 9 1 #ofParticipants “How clear is the information on this page?”** Not at all to Slightly Clear Moderately Clear Very to Extremely Clear @romanocog @uxpadc
    18. 18. 19 • “Where and how you click is a bit counter-intuitive. [It‟s] not super obvious which button to click to get to next sections.” • “I feel like the „Next‟ should be at the bottom and not the top.”Intuitive „Next‟ button location Non-intuitive „Next‟ button location Usability test across devices @romanocog @uxpadc
    19. 19. Combining data 20 • “I‟m not expecting them to email or call me. I don‟t expect any person to notify me.” • “I‟m not sure when I‟d get an answer. It‟s not like Yahoo! Answers where it‟s immediate.” Participants had different expectations about what would happen next. • Five expected to hear back via email • One expected an immediate response • One expected to see the answer posted somewhere on the site • Two said they would call for assistance. @romanocog @uxpadc video
    20. 20. So how much data do I need?
    21. 21. 22 Considerations • Qualitative • Quantitative • Iterative testing • User groups @romanocog @uxpadc
    22. 22. Questions Jennifer Romano Bergstrom @romanocog jbergstrom@forsmarshgroup.com UXPA-DC Workshop| Arlington, VA
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