Why Psychology Grads Should Become          UX Researchers                             Psychster Inc.
Psychster Inc.David C. Evans, Ph.D.
Clients, Lecturing & Press Coverage    Usability Testing      User ResearchLecturing & Training    Press Coverage
Skills you Didn’t Know You Had          A survey that reveals what                                   Individual interviews...
Usability TestingBefore                 After
Usability Methods Through the Development Cycle• You Have Text: marketing pitch,                                     • You...
Mobile Usability Testing
Heuristic AnalysisA quantitative scoring of common usability problemsperformed by a interface expert.•   Psychster Inc. de...
Psychographic SegmentationThe statistical derivation of clusters of users with similar wantsand needs from your business. ...
Scenario ExperimentsA survey where you measure reactions to different strategies byrandomly assigning people to view embed...
Kano AnalysisAn analysis technique that informs new product creation.•   Kano analysis teases                  4.0        ...
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Why Psychology Grads Should Become UX Researchers

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Why Psychology Grads Should Become UX Researchers

  1. 1. Why Psychology Grads Should Become UX Researchers Psychster Inc.
  2. 2. Psychster Inc.David C. Evans, Ph.D.
  3. 3. Clients, Lecturing & Press Coverage Usability Testing User ResearchLecturing & Training Press Coverage
  4. 4. Skills you Didn’t Know You Had A survey that reveals what Individual interviews remotely or in attributes are associated a laboratory designed to increase with what brands. the usability of an interface. Correspondence Usability Testing AnalysisA special analysis thatshows whether new A quantitative scoring ofproduct features delight Kano Analysis Heuristic Analysis common usability problemsusers or are seen as performed by a interfacenecessities. expert. Psychographic Scenario Segmentation Experiments A survey where you measure reactions to multivariate strategies The statistical derivation of by randomly assigning people to clusters of users with similar wants view embedded videos. and needs.
  5. 5. Usability TestingBefore After
  6. 6. Usability Methods Through the Development Cycle• You Have Text: marketing pitch, • You Have Static Images: wireframes technology description, wireframes • Can Learn: findability, expectation• Can Learn: needs, value-proposition gaps, comprehension gaps (concept acceptance), re-invention, • Techniques: walkthroughs, paper taxonomies prototyping, qualitative usability• Techniques: ethnography, focus testing groups, card sorting, surveys Requirements Gathering, Design Business Case Launch “Design Complete”• You Have a Launch-Ready or Already-Launched Build Testing Development •You Have an Interactive Build:• Can Learn: performance, bugs, •flash, sketchflow, test build requirements for next rev, •Can Learn: goal attainment comparison •Techniques: quantitative• Techniques: qualitative and usability testing quantitative usability testing; •success, clicks, time, paths, subjective rating
  7. 7. Mobile Usability Testing
  8. 8. Heuristic AnalysisA quantitative scoring of common usability problemsperformed by a interface expert.• Psychster Inc. developed an online scoring tool for MS that quantitatively scores usability for tracking over time.• Faster and cheaper than interviews.• Uses a checklist from Forrester, Psychster, and 4 years of MS operations research.• Outputs results for bug fixing. http://easyaudit.cloudapp.net
  9. 9. Psychographic SegmentationThe statistical derivation of clusters of users with similar wantsand needs from your business. The Survey: 1-5 ratings of how important people find every value proposition of your business, or every feature of your media. Factor Analysis: 1. Status updates/photos Reveals “basic 2. Info/news 3. App content hooks.” 4. Profile management Cluster Analysis: Reveals groups of similar users.
  10. 10. Scenario ExperimentsA survey where you measure reactions to different strategies byrandomly assigning people to view embedded videos.
  11. 11. Kano AnalysisAn analysis technique that informs new product creation.• Kano analysis teases 4.0 Things at the Primary Satisfiers Differentiators Store apart two dimensions of features: whether they Cookbooks 3.5 delight users or are seen Cooking Charts as a necessity. delight 3.0 Stencils• Four quadrants are Party Kit Invitations created, which help to Party Kit with better understand 2.5 Music. Place-cards Menus this Dish?’ ‘What’s product positioning. 2.0 1.5 Indifferent Expected Must Haves 1.5 2 2.5 3 3.5 4 necessity

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