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Why Psychology Grads Should Become UX Researchers
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Why Psychology Grads Should Become UX Researchers Presentation Transcript

  • 1. Why Psychology Grads Should Become UX Researchers Psychster Inc.
  • 2. Psychster Inc.David C. Evans, Ph.D.
  • 3. Clients, Lecturing & Press Coverage Usability Testing User ResearchLecturing & Training Press Coverage
  • 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. Usability TestingBefore After
  • 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. Mobile Usability Testing
  • 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. 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. Scenario ExperimentsA survey where you measure reactions to different strategies byrandomly assigning people to view embedded videos.
  • 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