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M Hawley Desirability Studies Boston Upa Presentation V4
 

M Hawley Desirability Studies Boston Upa Presentation V4

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    M Hawley Desirability Studies Boston Upa Presentation V4 M Hawley Desirability Studies Boston Upa Presentation V4 Presentation Transcript

    • boston upa Rapid Desirability Testing ANALYZING EMOTIONAL RESPONSE TO A DESIGN (ON A BUDGET) Prepared by: Michael Hawley – VP Experience Design Megan Grocki – Senior Experience Designer June 9, 2009
    • boston upa Agenda • Introduction • The Situation • Desirability Testing Overview • Methods Considered • Our Selected Process • Case Study • Lessons Learned 2
    • boston upa About Mad*Pow 3
    • boston upa The Situation 4
    • boston upa The Situation Visual Designs Applied to Wireframe 5
    • boston upa The Situation Visual Designs Applied to Wireframe 6
    • boston upa Desirability Testing Overview 7
    • boston upa What Is Desirability Testing? A collection of research methods intended to assess target audience’s emotional response to a design or stimulus. What It Is What It Is Not • Measure of how closely a • Measure of how much people “like” stimulus achieves the “desired” something emotional response • Figuring out which is the “best” 8
    • boston upa Positioning Desirability Studies http://www.xdstrategy.com/2008/10/28/desirability_studies/ 9
    • boston upa Why Is It Important First impressions of a design to impact a product’s or application’s perceived utility, usability, and credibility. Functionality Usability Aesthetics 10
    • boston upa Methods Considered 11
    • boston upa Triading Definition Present three different concepts or ideas to participants, and ask them to identify how two of them are different from the third and why. 12
    • boston upa Quantitative Questionnaires Definition Broad, experience-based questionnaires, that also include questions relating to visual appeal and aesthetics • SUS (System Usability Scale), • QUIS (Questionnaire for User Interface Satisfaction) • WAMMI (Website Analysis and Measurement Inventory) 13
    • boston upa Quick Exposure Memory Tests Show participants a user interface for a very brief moment, then take it Attention designers: away. Participants recall their first impression, then moderator probes for meaning You have 50 milliseconds • Helpful for layout decisions, to make a good prominence of content, even labels first impression • www.fivesecondtest.com 14
    • boston upa Physiological and Neurological Measurements Definition • Sensors track participants’ physiological measurements to particular designs. Changes in suggest a particular emotional response. • Paired with attitudinal and self-reporting surveys measurements give a multifaceted view of emotional reactions to a design • Electroencephalography (EEG): Brain activity • Electromyography (EMG): Muscles and Excitement • Electrodermal Activity (EDA): Sweat, Excitement • Blood Volume Pressure (BVP): Arousal • Pupil Dilation: Arousal and Mental Workload • Respiration: Negative Valence or Arousal 15
    • boston upa PrEmo Emotional Measurement http://www.premo-online.com Dr. Pieter Desmet,Technical University of Delft 16
    • boston upa Product Reaction Cards (Our Selected Approach) http://www.microsoft.com/usability/uepostings/desirabilitytoolkit.doc 17
    • boston upa Product Reaction Cards Method 18
    • boston upa Before You Begin Determine intended brand attributes (and their opposites) 1. Leverage existing marketing/brand materials 2. Alternatively, stakeholder brainstorm to identify key brand attributes/descriptors using full list of product reaction cards as a start 3. Tip: “If the brand was a person, how would it speak to your customers?” 19
    • boston upa Process - Conducting Methodology 1. Include 60/40 split of positive and negative words 2. Target 60 words, optimized to test brand 3. Simple question: “Which of the following words do you feel best describe the site/design/product (please select 5):” 4. One comp per participant, or multiple comps per participant (no more than 3) Participants 1. Qualitative: Paired with usability testing 2. Quantitative: Target minimum of 30 per option if possible 20
    • boston upa Process - Analyzing 1. Calculate percentage of positive and negative attributes per design 68% Positive 32% Negative 2. Visualize overall sentiment of feedback using “word clouds” (see wordle.net) Tip: Use word list spreadsheet available at http://www.userfocus.co.uk/articles/satisfaction.html 21
    • boston upa Case Study: Greenwich Hospital Website Redesign 22
    • boston upa Case Study: Greenwich Hospital Website Redesign Background and Goals • Align the website with the character of Greenwich Hospital • “luxurious, approachable, friendly, capable, multi-cultural/inclusive, established” • Update the site after nearly 10 years • Counter impressions that Greenwich Hospital is more than just about maternity and elder care, without damaging those notions • Communicate that they are long-standing members of the community 23
    • boston upa Case Study: Greenwich Hospital Website Redesign Methodology • 3 visually designed comps • 50 people reacted to each comp (quantitative) via survey • Additional feedback obtained via participant interviews (qualitative) Survey Questions Hello, I am requesting feedback on a website I am working on. Your answers let me know if the site is conveying the right feel. 1. What are your initial reactions to the web site? 2. Which of the following words best do you feel best describe the site (please select 5): 24
    • boston upa Three Different Visual Designs 25
    • boston upa Results: Concept 1 “My initial reaction to this web site is that it seems kind of plain. There is not much going on in the page, and the 12% Negative colors seem kind of drab.” “This is a nice looking website. It is well designed, well laid out, and is appealing to look at. It makes me want to 88% Positive continue to navigate the site to learn more. “ 26
    • boston upa Results: Concept 2 “Men don`t really go with children… where`s a baby, there must be a mother. “ 87% Positive “My initial reaction to the website is that it 13% Negative seems very clean and modern. I like the layout, it looks like its easy to find information. “ 27
    • boston upa Results: Concept 3 “I felt love. I saw a mother holding a child.. that`s pretty touchy. The site looks good, and it makes the hospital trustworthy.” 5% Negative “My initial reaction was that the Hospital is represented by a caring, warm and friendly 95% Positive website.” 28
    • boston upa Lessons Learned 29
    • boston upa Lessons Learned Methodology • Mix of qualitative and quantitative is key. Qualitative helps provide color to the results, quantitative resonates with stakeholders and executives • Position results as one form of input to decision-making process, not declaring a “winner” • Simple, cost-efficient way to assess audience’s emotional response to a design 30
    • boston upa Key Take Aways The Challenge: • Measuring emotional responses to a design important, but complex. Experiences of a visual design are multifaceted, and a number of design aspects can impact their response to a product. • There are a number of alternatives available to measure emotional response Our Experience: • Leveraging Product Reaction Cards provides a low-cost, low-effort means to help us align aesthetics and general feel with desired brand attributes 31
    • boston upa Thank You Documentation Have a question? Case Study results and full presentation slides: Michael Hawley http://www.madpow.net mhawley@madpow.net @hawleymichael Megan Grocki mgrocki@madpow.net @megUX 603-436-7177 32
    • boston upa Additional Reading Benedek, Joey and Trish Miner. “Measuring Desirability: New Methods for Evaluating Desirability in a Usability Lab Setting.” Proceedings of UPA 2002 Conference, Orlando, FL, July 8–12, 2002. http://www.microsoft.com/usability/uepostings/desirabilitytoolkit.doc Lindgaard, Gitte, Gary Fernandes, Cathy Dudek, and J. Brown. "Attention Web Designers: You Have 50 Milliseconds to Make a Good First Impression!" Behaviour and Information Technology, 2006. http://www.imagescape.com/library/whitepapers/first-impression.pdf Rohrer, Christian. “Desirability Studies: Measuring Aesthetic Response to Visual Designs.” xdStrategy.com, October 28, 2008. Retrieved February 10, 2010. http://www.xdstrategy.com/2008/10/28/desirability_studies 33
    • boston upa Additional Reading User Focus. "Measuring satisfaction: Beyond the Usability Questionnaire." Retrieved February 10, 2010. http://www.userfocus.co.uk/articles/satisfaction.html UserEffect. "Guide to Low-Cost Usability Tools." Retrieved May 12, 2010. http://www.usereffect.com/topic/guide-to-low-cost-usability-tools Tullis, Thomas and Jacqueline Stetson. “A Comparison of Questionnaires for Assessing Website Usability.” Usability Professionals’ Association Conference, 2004. home.comcast.net/~tomtullis/publications/UPA2004TullisStetson.pdf Westerman, S. J., E. Sutherland, L. Robinson, H. Powell, and G. Tuck. “A Multi- method Approach to the Assessment of Web Page Designs.” Proceedings of the 2nd international conference on Affective Computing and Intelligent Interaction, 2007. http:// portal.acm.org/citation.cfm?id=1422200 34
    • boston upa Additional Tools Five Second Test http://fivesecondtest.com/ Feedback Army http://www.feedbackarmy.com Wordle http://www.wordle.net PrEmo http://www.premo-online.com 35