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UX insight 2017 Keynote - Insightful UX methods, from research to practice

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Opening keynote talk at UX insight 2017 (Utrecht, NL) by Dr Carine Lallemand (University of Luxembourg).

Insightful UX methods - from research to practice

Abstract: While UX practitioners are working hard at the front to design better products or services, scientists work in the shadows to develop a myriad of novel and highly valuable theories and methods.
During this talk, you will discover this ever-growing UX toolbox that could greatly support you in collecting richer, insightful and more valid data. We will also show you how your daily UX research practices can be backed up and enriched by scientific research on human experience.
If you’re not yet convinced that academia might be relevant for practice, you’ll be excited to discover that together we have the power to better understand users in order to design desirable experiences, create business value and societal impact. Get inspired by concrete methodological examples and boost the value of your upcoming projects!

Published in: Design
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UX insight 2017 Keynote - Insightful UX methods, from research to practice

  1. 1. Insightful UX Methods - from research to practice Dr Carine Lallemand University of Luxembourg @carilall
  2. 2. 01 WHO AM I? DR. CARINE LALLEMAND Carine Lallemand Guillaume Gronier Méthodes de design 30 MÉTHODES FONDAMENTALES POUR CONCEVOIR ET ÉVALUER LES SYSTÈMES INTERACTIFS DESIGN 32€ ConceptionNordCompo DESIGN Articulant théorie et pratique, cet ouvrage présente 30 fiches méthodologiques couvrant l’essentiel du design UX et de l’ergonomie des interactions homme-machine (IHM). Vous serez guidé pas à pas à travers les étapes de réalisation de chaque méthode et accompagné pour prendre les décisions les plus adaptées à votre projet. Chaque fiche méthode intègre égale- ment une partie théorique et des illustrations concrètes pour faciliter la compréhension. Véritable portfolio théorique et méthodologique, cet ouvrage est un guide indispensable à toute personne impliquée dans la conception de systèmes interactifs. Professionnels, chefs de projets, étudiants, enseignants et chercheurs y trouveront de précieuses ressources pour mener à bien leurs projets. Grâce aux méthodes d’UX design, créez des produits et des services qui attirent, qui captivent, qui enchantent et inspirent pour améliorer la vie de ceux qui les utilisent ! AU SOMMAIRE Introduction au design UX ⍟ Planification ⍟ Définition du projet ⍟ Recrute- ment des utilisateurs ⍟ Déontologie et éthique ⍟ Exploration ⍟ Entretien ⍟ Focus group ⍟ Observation ⍟ Questionnaire exploratoire ⍟ Sondes culturelles ⍟ Idéation ⍟ Brainstorming ⍟ Cartes d’idéation ⍟ Design studio ⍟ Experience maps ⍟ Personas ⍟ Techniques génératives ⍟ Génération ⍟ Design persuasif ⍟ Gamification ⍟ Iconographie ⍟ Maquettage ⍟ Storyboarding ⍟ Tri de cartes ⍟ Évaluation ⍟ Complétion de phrases ⍟ Courbes d’éva- luation UX ⍟ Échelles d’utilisabilité ⍟ Échelles UX ⍟ Éva- luation des émotions ⍟ Évaluation experte ⍟ Inspection cognitive ⍟ Journal de bord UX ⍟ Test des 5 secondes ⍟ Tests utilisateurs CodeG14143 ISBN978-2-212-14143-6 « Aucun ouvrage francophone ne rassemble autant de savoir-faire ! Simple, pratique et pédagogique, c’est LE guide essentiel de l’UX au quotidien. » Corinne Leulier, Psychologue - Ergonome, directrice UX chez Klee Group « Ergonomie, psychologie, ingénierie, design, sociologie, ethnographie… Ce livre est une formidable proposition pragmatique, claire et actualisée des méthodes pour la conception et l’évaluation de l’expérience utilisateur ! » Julien Kahn, responsable pôle ergonomie chez Orange Chercheur à l’université de Luxembourg, Carine Lallemand est spécialisée dans les méthodes de conception et d’évaluation de l’expérience utilisateur (UX). Impliquée depuis 2010 dans l’association FLUPA, elle est également conférencière et enseigne l’UX design. Guillaume Gronier est chercheur ergo- nome au Luxembourg Institute of Science and Technology. Ses principales activités portent sur l’amélioration de l’expérience utilisateur, l’acceptation technologique et l’implication des utilisateurs dans le processus de conception. Il est l’un des fondateurs de l’association FLUPA. Méthodes de design UX UX CarineLallemand GuillaumeGronierMéthodesdedesignUX Préface d’Alain Robillard-Bastien VICE-PRESIDENT OF THE FRENCH UXPA CHAPTER RESEARCHER AT THE UNIVERSITY OF LUXEMBOURG @CARILALL HOT AIR BALLOON STUDENT PILOT AUTHOR OF A HANDBOOK ON UX DESIGN METHODS « I DESIGN, ADAPT AND VALIDATE UX RESEARCH AND DESIGN METHODS »
  3. 3. BUILDING BRIDGES BETWEEN RESEARCH AND PRACTICE
  4. 4. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. UNDERSTANDING THE NATURE OF UX TO SELECT THE RIGHT METHODS1 2 ASSESSING UX ACROSS TIME BY FOCUSING ON THE MEMORY OF EXPERIENCE 3 THINKING ABOUT EXPERIENCES FIRST BY UNDERSTANDING HUMAN EXPERIENCE
  5. 5. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. UNDERSTANDING THE NATURE OF UX TO SELECT THE RIGHT METHODS 1
  6. 6. 01 5 MAIN CHARACTERISTICS OF UX UX is highly dynamic The memory of an experience matters more than the experience itself UX is highly contextual UX is holistic1 2 3 4 5 UX is a human experience involving emotions, values, needs,…
  7. 7. 01 UX IS HOLISTIC System User Context Interaction characteristics Perception of non-instrumental qualities Emotions Perception of instrumental qualities Components of User Experience Consequences overall evaluation, acceptance, intention to use, choice of alternatives Thüring & Mahlke, 2007 We need to assess both pragmatic and hedonic perceived qualities of a system 1
  8. 8. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. UX SCALES STANDARDIZED QUESTIONNAIRES UX AttrakDiff scale (Hassenzahl et al., 2003) User Experience Questionnaire (Laugwitz et al., 2008) meCUE questionnaire (Minge & Riedel, 2013) http://www.attrakdiff.de http://www.ueq-online.org http://mecue.de/english
  9. 9. 01 UX IS HIGHLY CONTEXTUAL We need to evaluate UX in a natural or realistic setting Context User System Social context Technical context Temporal context Task context Physical context Time 2
  10. 10. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. ECOLOGICAL VALIDITY AND THE TURN TO THE WILD UX Field testing and observation "In-sitro" user testing (Kjeldskov et al., 2004) Experience sampling Remote user testing
  11. 11. 01 UX IS HIGHLY DYNAMIC We need to assess UX across time and to extend the scope of user research beyond momentary UX Before usage Anticipated UX Imagining experience During usage Momentary UX Experiencing After usage Episodic UX Reflecting on an experience Over time Cumulative UX Recollecting multiple periods of use When: What: How: UX White Paper, 2010 3
  12. 12. 01 THE MEMORY OF AN EXPERIENCE MATTERS MORE THAN THE EXPERIENCE ITSELF Measuring users' experience - or, the memory of them? 4 Episodic UX is a reconstruction, a remembered experience biased by cognitive processes The momentary experience is not as important as the way it is remembered. It’s the memory of an experience that influences user’s behavior and the way he talks or recommends the product to someone
  13. 13. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. LONG-TERM UX EVALUATION UX UX Curve (Kujala et al., 2011) Diary methods (e.g., Lallemand, 2012) Analytic scale (Karapanos et al., 2010) Retrospective UX assessmentLongitudinal study
  14. 14. 01 UX IS ABOUT EMOTIONS AND HUMAN NEEDS We need to use science-based tools supporting an exploration of fundamental human motivations 5 Thinking about the experience first Designing for emotions and psychological needs
  15. 15. Established user research methods only explore a limited part of UX single lab testing sessions psychophysiological measurements expert evaluationusability scales As we gain a deeper understanding of UX, we have to adapt the methods we use to ensure validity
  16. 16. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. 2 ASSESSING UX ACROSS TIME BY FOCUSING ON THE MEMORY OF EXPERIENCE
  17. 17. 01 LONG-TERM EVALUATION PARADIGMS Cross-sectional Longitudinal Retrospective reconstruction Karapanos, Martens & Hassenzahl, 2010 Pre-post repeated measures
  18. 18. 01 THEORIES OF HUMAN MEMORY CONSTRUCTIVE APPROACH Reconstruction happens in a forward temporal order Emotional experience can neither be stored nor retrieved, but can only be reconstructed on the basis of recalled contextual cues People recall an overall emotional assessment of an experience, but not the exact details of the event Reconstruction takes place in a top-down fashion What do you remember about your last holidays? VALUE-ACCOUNT APPROACH Bottom-up Top-down
  19. 19. 01 UX CURVES METHODS RETROSPECTIVE UX EVALUATION Users sketch a curve and add comments to report how their experience has changed during the time of use The curve drawing area is formed of an horizontal timeline and a vertical line that divides positive and negative experiences. Focus on the overall attractiveness or on specific aspects such as usability, or utility, or stimulation.
  20. 20. 01 UX CURVES METHODS PROCEDURE (IN A NUTSHELL) • Ask the person to think about how the product felt in the beginning of use and how her relationship towards the product has changed over time. • Ask her to annotate the changes that improved the experience or made it worse. Each recalled event is therefore added on the curve and influences its shape. • When the person has drawn one curve, she is given next curve template and asked to draw a new curve from a different point of view. von Wilamowitz-Moellendorff, M., Hassenzahl, M., and Platz, A. (2006) Mobile phone study example
  21. 21. REAL-LIFE EXAMPLE… This practitioner draw the UX curve of « something he has been using on a daily basis for the past 2 years… » …his 2-years old son :D
  22. 22. 01 UX CURVES METHODS DATA ANALYSIS • UX Curves indicate trends of UX over time • Experience narratives provide qualitative data to explain why the UX has changed over time performed simply on the basis of whether the starting point of the curve was higher or lower compared to the end point. For example, the curve in Fig. 2 was categorized as being improving as its start- ing point was lower than its ending point, even though the curve deteriorates in the middle. If the starting and ending points were at the same level, the curve was categorized as stable. As the curves were freehand drawings, they were categorized as stable if there was a very small deviation (less than one millimeter) between the vertical values of the starting and ending points of the curve. However, it can be seen from Figs. 3–10 that the categorization was rather straight-forward to do with the three trend type catego- ries. The relationships between the curve types and the key Fig. 4. The deteriorating and stable general UX Curves with user IDs. Fig. 5. The improving Attractiveness curves with user IDs. Fig. 7. The improving ease of use curves with user IDs. Fig. 8. The deteriorating and stable ease of use curves with user IDs. 478 S. Kujala et al. / Interacting with Computers 23 (2011) 473–483 Fig. 4. The deteriorating and stable general UX Curves with user IDs. Fig. 5. The improving Attractiveness curves with user IDs. Fig. 6. The deteriorating and stable Attractiveness curves with user IDs. Fig. 7. The improving ease of use curves with user IDs. Fig. 8. The deteriorating and stable ease of use curves with user IDs. Fig. 9. The improving utility curves with user IDs. Results: Mean attractiveness curves 8 Facebook Mobile phone Improving Deteriorating Averaged curves Kujala et al., 2011
  23. 23. 01 HOW VALID ARE RETROSPECTIVE METHODS? UNVALID, YET RELIABLE? What they will tell you is biased by their memory, it is not similar to how they really felt What matters is how they remember the experience with your system because they will behave on this basis. UX UX UX UX © Adam Cooper (2014)
  24. 24. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. UX CURVES METHODS & TOOLS UX iScale* (Karapanos et al., 2012) UX Curve (Kujala et al., 2011) Analytic scale (Karapanos et al., 2010) CORPUS interview (von Wilamowitzet al., 2006) DrawUX* (Varsaluoma & Kentta, 2012)
  25. 25. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. FOCUS ON NEEDS & EMOTIONS AT THE HEART OF HUMAN EXPERIENCES 3 © Lallemand
  26. 26. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. CARD SETS FOR UX RESEARCH & DESIGN UX Positive Emotional Granularity Cards (Yoon, Desmet, & Pohlmeyer, 2013) PLEX Cards - playful experiences (Lucéro & Arrasvuori, 2010) Symbolic meaning for user happiness (Casais, Mugge, & Desmet, 2016) www.diopd.org/emotioncards UX Cards - psychological needs (Lallemand, 2015) uxmind.eu/portfolio/ux-design-and-evaluation-cards www.funkydesignspaces.com/plex http://studiolab.ide.tudelft.nl/diopd/library
  27. 27. "Psychological needs are particular qualities of experience that all people require to thrive" >> Sheldon et al., 2010
  28. 28. RELATEDNESS / BELONGINGNESS
  29. 29. PLEASURE / STIMULATION
  30. 30. SECURITY / CONTROL
  31. 31. AUTONOMY / INDEPENDENCE
  32. 32. COMPETENCE / EFFECTIVENESS
  33. 33. POPULARITY / INFLUENCE
  34. 34. SELF-ACTUALIZING / MEANING
  35. 35. 01 « DO GOALS » VS. « BE-GOALS » ? People perceive interactive products along two quality dimensions: (Hassenzahl, 2003) Pragmatic qualities Hedonic qualities Perceived ability to support the achievement of « do-goals » Examples: making a phone call, finding a book in an online library, buying something online Perceived ability to support the achievement of « be-goals » Examples: feeling competent, connected to others, feeling special…
  36. 36. 01 Or desire to feel connected to someone? SIMPLE NEED TO MAKE A CALL?
  37. 37. 01 NEED TO « PHONE HOME » ? Or looking for the support of his relatives?
  38. 38. 01 IS THIS ONLY A TEXT MESSAGE? Or essentially a proof of love?
  39. 39. Good UX is the consequence of fulfilling fundamental psychological needs
  40. 40. 01 AN EXPERIENTIAL TABLE LAMP?
  41. 41. 01 AN EXPERIENTIAL TABLE LAMP? Security / Control Relatedness / Belongingness Influence / Popularity Pleasure / Stimulation Autonomy / Independence Competence / Effectiveness Self-actualizing / Meaning ? ? ?
  42. 42. Target users? … kids Context of use? … night Needs? … security & autonomy SOME CLUES
  43. 43. GLO NIGHTLIGHT: SECURITY + AUTONOMY
  44. 44. 01 AN EFFECTIVE STROLLER?
  45. 45. 01 AN EFFECTIVE STROLLER?
  46. 46. 01 A SAFE BIKE?
  47. 47. Bike Zone laser system
  48. 48. 01 WORLD IA DAY 2016 Some kind of illustration or image? HEADER OPTION SUB HEAD OR SHORT DESCRIPTION Some kind of explanatory text, reference or footnote can go here and wrap to two lines, if needed. CARD SETS FOR UX RESEARCH & DESIGN UX Positive Emotional Granularity Cards (Yoon, Desmet, & Pohlmeyer, 2013) PLEX Cards - playful experiences (Lucéro & Arrasvuori, 2010) Symbolic meaning for user happiness (Casais, Mugge, & Desmet, 2016) www.diopd.org/emotioncards UX Cards - psychological needs (Lallemand, 2015) uxmind.eu/portfolio/ux-design-and-evaluation-cards www.funkydesignspaces.com/plex/ http://studiolab.ide.tudelft.nl/diopd/library
  49. 49. 01 USING NEEDS OR EMOTIONS IN UX RESEARCH What are the triggers for positive experiences? • Uncover what are the « be goals », the fundamental experiences that motivates users through the interaction with your product • Investigate how these experiences might be fulfilled concretely. What are the triggers for a specific experience? As an exploratory tool during interviews & focus group As a ranking exercise to identify users’ priorities and top motivations As an evaluation tool during a user test
  50. 50. Twitter @carilall http://uxmind.eu THANK YOU FOR YOUR ATTENTION!
  51. 51. 01 REFERENCES • Casais, M., Mugge, R., Desmet, P. (2016). Using symbolic meaning as a means to design for happiness: The development of a card set for designers. Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference. Brighton, UK, 27–30 June 2016. • Hassenzahl, M. (2013): User Experience and Experience Design. In: Soegaard, Mads and Dam, Rikke Friis (eds.). "The Encyclopedia of Human- Computer Interaction, 2nd Ed. Aarhus, Denmark: The Interaction Design Foundation. • Hassenzahl, M., Burmester, M., & Koller, F. (2003). AttrakDiff : Ein Fragebogen zur Messung wahrgenommener hedonischer und pragmatischer Qualität. In J. Ziegler & G. Szwillus (Eds.) Mensch & Computer 2003. Interaktion in Bewegung, 187–196. Stuttgart: B.G. Teubner. • Kahneman, D., et al., (2004). A survey method for characterizing daily life experience: The Day Reconstruction Method, Science, CCCVI(5), 702. • Karapanos, E., Martens, J.-B., Hassenzahl, M. (2012). Reconstructing Experiences with iScale. International Journal of Human-Computer Studies, 70(11), 849-865. doi:10.1016/j.ijhcs.2012.06.004 • Karapanos, E., Martens, J.-B., & Hassenzahl, M. (2010). On the Retrospective Assessment of Users’ Experiences Over Time : Memory or Actuality ? Proc. of CHI 2010, 2689-2698. • Kjeldskov, J., & Skov, M.B. (2007). Studying Usability In Sitro : Simulating Real World Phenomena in Controlled Environments. International Journal of Human-Computer Interac- tion, 22(1-2), 7–36. • Kujala,S., Roto,V., Väänänen-Vainio-Mattila, K., Karapanos, E., & Sinnelä, A. (2011). UX Curve: A method for evaluating long-term user experience. Interacting with Computers, 23, 473-483. • Lallemand, C. (2015). Towards Consolidated Methods for the Design and Evaluation of User Experience. (Doctoral dissertation). University of Luxembourg. https://publications.uni.lu/handle/10993/21463 • Lallemand, C. (2012). Dear Diary: Using Diaries to Study User Experience. http://uxpamagazine.org/dear-diary-using-diaries-to-study-user-experience Most of the scientific papers are available for free on Universities’ websites, via Google Scholar or on ResearchGate.net / academia.edu.
  52. 52. 01 REFERENCES • Laugwitz, B, Held, T., & Schrepp, M. (2008). Construction and evaluation of a user experience questionnaire. In A. Holzinger (Ed.) USAB 2008, LNCS 5298. Berlin: Springer Verlag. • Lucero, A., & Arrasvuori. J. (2010) PLEX Cards : a source of inspiration when designing for playfulness. Proc. of Fun and Games 2010. New York, USA: ACM, 28-37. • Minge, M., & Riedel, L. (2013). meCUE – Ein modularer Fragebogen zur Erfassung des Nutzungserlebens. Presented at Mensch und Computer 2013, Bremen. • Roto, V., Law, E., Vermeeren, A., & Hoonhout, J. (2011) User Experience White Paper: Bringing clarity to the concept of user experience. Result from Dagstuhl Seminar on Demar- cating User Experience, Finland. • Thüring, M., & Mahlke, S. (2007). Usability, aesthetics and emotions in human-technology interaction. International Journal of Psychology, 42(4), 253-264. • Varsaluoma, J. and Kentta, V. (2012). DrawUX: Web-Based Research Tool for Long-Term User Experience Evaluation. In proceedings of the NordiCHI 2012, the 7th Nordic Conference on Human-Computer Interaction, October 14-17, 2012, Copenhagen, Denmark. p. 769-770. • von Wilamowitz-Moellendorff, M., Hassenzahl, M., & Platz, A. (2006). Dynamics of user experience: how the perceived quality of mobile phones changes over time. In: User Experience—Towards a Unified View, Workshop at the Fourth Nordic Conference on Human–Computer Interaction, pp. 74–78. • Yoon, J., Desmet, P. M. A., & Pohlmeyer, A. E. (2013). Embodied Typology of Positive Emotions: The Development of a Tool to Facilitate Emotional Granularity in Design (pp. 1195–1206). 5th International Congress of International Association of Sciences of Design Research, Tokyo, Japan. • Adam Cooper, Cetis Blog 2014 - http://blogs.cetis.org.uk/ Most of the scientific papers are available for free on Universities’ websites, via Google Scholar or on ResearchGate.net / Academia.edu

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