Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1© GfK 2014 | How Good is your User Experience? | 26. June 2014
HOW GOOD IS YOUR
USER EXPERIENCE?
2© GfK 2014 | How Good is your User Experience? | 26. June 2014
3© GfK 2014 | How Good is your User Experience? | 26. June 2014
UX
WHAT IS IT?
4© GfK 2014 | How Good is your User Experience? | 26. June 2014
All the aspects of how people use an
interactive product: ...
5© GfK 2014 | How Good is your User Experience? | 26. June 2014
REVANG RUBINOV MORVILLE
6© GfK 2014 | How Good is your User Experience? | 26. June 2014
HOW CAN YOU
MEASURE THAT?
7© GfK 2014 | How Good is your User Experience? | 26. June 2014
Net Promoter
Score (NPS)
% Promoters % Detractors
10 9 8 7...
8© GfK 2014 | How Good is your User Experience? | 26. June 2014
System Usability Scale (SUS)
I think that I would like to ...
9© GfK 2014 | How Good is your User Experience? | 26. June 2014
AttrackDiff
Source and ©: User Interface Design GmbH
Measu...
10© GfK 2014 | How Good is your User Experience? | 26. June 2014
GfK’s UX SCORE
MEASURES THAT!
11© GfK 2014 | How Good is your User Experience? | 26. June 2014
Desk research
Operationalisation &
Design
Draft model of
...
12© GfK 2014 | How Good is your User Experience? | 26. June 2014
Task-oriented qualities
refer to the operation and
learna...
13© GfK 2014 | How Good is your User Experience? | 26. June 2014
STUDY
SETUP
14© GfK 2014 | How Good is your User Experience? | 26. June 2014
N = 988
N = 1.146
N = 403 N = 1.238
Total: N = 3.776
Glob...
15© GfK 2014 | How Good is your User Experience? | 26. June 2014
48% males55% males
Representative samples
Basis: total n=...
16© GfK 2014 | How Good is your User Experience? | 26. June 2014
Wide range of Models and Model Years
Basis: total n=3,776...
17© GfK 2014 | How Good is your User Experience? | 26. June 2014
15 brands
18© GfK 2014 | How Good is your User Experience? | 26. June 2014
STUDY
RESULTS
19© GfK 2014 | How Good is your User Experience? | 26. June 2014
UX Total Scores
Individual Market Benchmark
4.3
4.4 4.73....
20© GfK 2014 | How Good is your User Experience? | 26. June 2014
UX-Score Dimensions
Systematically Lower Scores on Self-O...
21© GfK 2014 | How Good is your User Experience? | 26. June 2014
F:
Full Size
Luxury
4.7
S:
Sportscar
4.7
E:
Executive
Car...
22© GfK 2014 | How Good is your User Experience? | 26. June 2014
J:
SUV
4.8
Basis: GER n=1,146; ITA n=403; JPN n=1,238; US...
23© GfK 2014 | How Good is your User Experience? | 26. June 2014
UX-Score Increases with Car Model Year
Basis: total n=3.7...
24© GfK 2014 | How Good is your User Experience? | 26. June 2014
Young Drivers and Tech Enthusiast tent to have higher UX-...
25© GfK 2014 | How Good is your User Experience? | 26. June 2014
4.6
4.5
4.4 4.4
How Good is Your UX in DE?
BM: 4.4
Basis:...
26© GfK 2014 | How Good is your User Experience? | 26. June 2014
4.9
4.8 4.8
4.7
How Good is Your UX in Italy?
BM: 4.7
Bas...
27© GfK 2014 | How Good is your User Experience? | 26. June 2014
4.1
3.9
3.8 3.8
How Good is Your UX in Japan?
BM: 3.8
Bas...
28© GfK 2014 | How Good is your User Experience? | 26. June 2014
4.64.64.6
4.7
4.8 4.8
How Good is Your UX in US?
BM: 4.6
...
29© GfK 2014 | How Good is your User Experience? | 26. June 2014
4.5
Rotary
dial
4.8
Rotary
dial
3.6
Rotary
dial
4.6
Rotar...
30© GfK 2014 | How Good is your User Experience? | 26. June 2014
Works with many
formats
33%
Easy Access
32%
Colorful
27%
...
31© GfK 2014 | How Good is your User Experience? | 26. June 2014
CONCLUSION
32© GfK 2014 | How Good is your User Experience? | 26. June 2014
WHAT?
SO
WHAT?
NOW
WHAT?
OEMs can differentiate among
the...
33© GfK 2014 | How Good is your User Experience? | 26. June 2014
WHAT?
SO
WHAT?
NOW
WHAT?
Drivers needs are focused on
eas...
34© GfK 2014 | How Good is your User Experience? | 26. June 2014
WHAT?
SO
WHAT?
NOW
WHAT?
There is a need to understand
ma...
35© GfK 2014 | How Good is your User Experience? | 26. June 2014
THANK YOU
QUESTIONS PLEASE
36© GfK 2014 | How Good is your User Experience? | 26. June 2014
Contact
Tim Bosenick
Head of User Experience
+49 40 69666...
Upcoming SlideShare
Loading in …5
×

GfK - How good is your User Experience (UX)?

2,542 views

Published on

User experience (UX) is a major selling point in the automotive industry. But most original equipment manufacturers (OEMs) and suppliers do not have a way of benchmarking UX.

We have developed and validated a groundbreaking new UX model in a global study that reveals how car owners benchmark each auto brand for user experience. It will show OEMs and suppliers what they should be focusing on the Human Machine Interface (HMI).

Published in: Automotive

GfK - How good is your User Experience (UX)?

  1. 1. 1© GfK 2014 | How Good is your User Experience? | 26. June 2014 HOW GOOD IS YOUR USER EXPERIENCE?
  2. 2. 2© GfK 2014 | How Good is your User Experience? | 26. June 2014
  3. 3. 3© GfK 2014 | How Good is your User Experience? | 26. June 2014 UX WHAT IS IT?
  4. 4. 4© GfK 2014 | How Good is your User Experience? | 26. June 2014 All the aspects of how people use an interactive product: the way it feels in their hands, how well they understand how it works, how they feel about it while they’re using it, how well it serves their purposes, and how well it fits into the entire context in which they are using it. (Alben 1996) All aspects of the end-user’s interaction with the company, its services, and its products. The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company’s offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design. (Nielsen-Norman Group) The overall experience, in general or specifics, a user, customer, or audience member has with a product, service, or event. In the Usability field, this experience is usually defined in terms of ease-of- use. However, the experience encompasses more than merely function and flow, but the understanding compiled through all of the senses. (Shedroff) Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction. UE works to coordinate these elements to allow for the best possible interaction by users. (UPA) User eXperience (UX) is about how a person feels about using a system. User experience highlights the experiential, affective, meaningful and valuable aspects of human- computer interaction (HCI) and product ownership, but it also covers a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system. User experience is subjective in nature, because it is about an individual’s performance, feelings and thoughts about the system. User experience is dynamic, because it changes over time as the circumstances change (Wikipedia) User Experience (abbreviated: UX) is the quality of experience a person has when interacting with a specific design. (UXnet.org and Interaction- Design.org) Users’ perceptions of interaction that constitute qualities of use. (Colbert 2005) A result of motivated action in a certain context. User’s previous experiences and expectations influence the present experience; this present experience leads to more experiences and modified expectations. (Mäkelä & Fulton Suri, 2001) The value derived from interaction(s) [or anticipated interaction(s)] with a product or service and the supporting cast in the context of use (e.g., time, location, and user disposition). (Sward & MacArthur (2007) The user experience considers the wider relationship between the product and the user in order to investigate the individual’s personal experience of using it. (McNamara & Kirakowski, 2006) An activity of encounter by a computer user with the auditory and visual presentation of a collection of computer programs. It is important to note that this includes only what the user perceives and not all that is presented. (Microsoft) An umbrella term used to describe all the factors that contribute to a site user’s overall perception of a system. Is it easy to use, attractive and appropriate? Does it meet user needs? (Public Life) A consequence of a user’s internal state (predispositions, expectations, needs, motivation, mood, etc.), the characteristics of the designed system (e.g. complexity, purpose, usability, functionality, etc.) and the context (or the environment) within which the interaction occurs (e.g. organisational/social setting, meaningfulness of the activity, voluntariness of use, etc.) (Hassenzahl & Tractinsky, 2006) The entire set of affects that is elicited by the interaction between a user and a product, including the degree to which all our senses are gratified (aesthetic experience), the meanigs we attach to the product (experience of meaning), and the feelings and emotions that are elicited (emotional experience). (Hekkert, 2006) A set of material rendered by a user agent which may be perceived by a user and with which interaction may be possible. (W3C) UX is a momentary, primarily evaluative feeling (good-bad) while interacting with a product or service. (Hassenzahl, 2008) The user experience, mostly called “customer experience” when referring to e-commerce websites; the totality of the experience of a user when visiting a website. Their impressions and feelings. Whether they’re successful. Whether they enjoy themselves. Whether they feel like coming back again. The extent to which they encounter problems, confusions, and bugs. (UsabilityFirst.com) Encompasses all aspects of a digital product that users experience directly—and perceive, learn, and use—including its form, behavior, and content. Learnability, usability, usefulness, and aesthetic appeal are key factors in users’ experience of a product. (UXmatters) UX = the sum of a series of interactions User experience (UX) represents the perception left in someone’s mind following a series of interactions between people, devices, and events – or any combination thereof. (Fatdux.com) A person’s perceptions and responses that result from the use or anticipated use of a product, system or service (ISO 9241-210, 2010) The design of user interaction with a system, product or service considering the usability, the enjoyment and the fit to the way users think. (TicToc) User experience = Convenience + Design – Cost. Convenience is the king. What makes a product convenient is quite often what makes it usable. It might also relate to the availability of the product. It might also have something to do with laziness and productivity. Defining “convenience” is by no means an easy task. As is with everything else in this chart, convenience is subjective. Design is what makes a product liked and attractive, even before it has been used. Design is what makes you want the product. It is beauty, the touch of a famous designer, a likable company, character—pretty much what brand value is thought to be. (Nyman 2005) The user experience is the totality of end-users’ perceptions as they interact with a product or service. These perceptions include effectiveness (how good is the result?), efficiency (how fast or cheap is it?), emotional satisfaction (how good does it feel?), and the quality of the relationship with the entity that created the product or service (what expectations does it create for subsequent interactions?). (Kuniavsky, 2010) The overall experience and satisfaction a user has when using a product or system. (BitPipe.com) The overall perception and comprehensive interaction an individual has with a company, service or product. A positive user experience is an end-user‘s successful and streamlined completion of a desired task. (Goto, 2004) Users’ judgement of product quality arising from their experience of interaction, and the product qualities which engender effective use and pleasure. (Sutcliffe, 2010)User experience stands for the quality of a global experience as perceived by a person (user) interacting with a system. (use- design.com) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 1920 21 22 23 24 25 26 27
  5. 5. 5© GfK 2014 | How Good is your User Experience? | 26. June 2014 REVANG RUBINOV MORVILLE
  6. 6. 6© GfK 2014 | How Good is your User Experience? | 26. June 2014 HOW CAN YOU MEASURE THAT?
  7. 7. 7© GfK 2014 | How Good is your User Experience? | 26. June 2014 Net Promoter Score (NPS) % Promoters % Detractors 10 9 8 7 6 5 4 3 2 1 0 Passive ”How likely is it that you would recommend [manufacturer website] to a friend or colleague?” Net Promoter Score Focuses on recommendation power, only Does neither measure Usability nor User Experience
  8. 8. 8© GfK 2014 | How Good is your User Experience? | 26. June 2014 System Usability Scale (SUS) I think that I would like to use this system frequently I found the system unnecessarily complex I thought the system was easy to use I think that I would need the support of a technical person to be able to use this system I found the various functions in this system were well integrated I thought there was too much inconsistency in this system I would imagine that most people would learn to use this system very quickly I found the system very cumbersome to use I felt very confident using the system I needed to learn a lot of things before I could get going with this system 10 items 74 1 value Focuses on Usability, only Does not measure User Experience
  9. 9. 9© GfK 2014 | How Good is your User Experience? | 26. June 2014 AttrackDiff Source and ©: User Interface Design GmbH Measures User Experience But with limited dimension range
  10. 10. 10© GfK 2014 | How Good is your User Experience? | 26. June 2014 GfK’s UX SCORE MEASURES THAT!
  11. 11. 11© GfK 2014 | How Good is your User Experience? | 26. June 2014 Desk research Operationalisation & Design Draft model of User Experience Reduction to a core item set Eight different test objects 50 face-to-face interviews each Final examination of the model Four different test objects 400 face-to-face interviews Three qualities: task-oriented, self- oriented, aesthetic Standardised instrument for the measurement of UX International validation (DE, US, China) Two test objects, validation against SUS, AttrakDiff. 300 face-to-face interviews Steps to a UX model Preparation Validation Study I Validation Study II Validation Study III Model of UX
  12. 12. 12© GfK 2014 | How Good is your User Experience? | 26. June 2014 Task-oriented qualities refer to the operation and learnability of the way in which the product works. User-oriented qualities refer to feelings of belonging and the inspiration of the user that the product engenders. Product-related aspects refer to the features of the product such as how it looks, feels and sounds. UX Score structure
  13. 13. 13© GfK 2014 | How Good is your User Experience? | 26. June 2014 STUDY SETUP
  14. 14. 14© GfK 2014 | How Good is your User Experience? | 26. June 2014 N = 988 N = 1.146 N = 403 N = 1.238 Total: N = 3.776 Global coverage
  15. 15. 15© GfK 2014 | How Good is your User Experience? | 26. June 2014 48% males55% males Representative samples Basis: total n=3,776; GER n=1,146; ITA n=403; JPN n=1,238; USA n=988 Gender and age representative for car drivers with one or more cars in the household in the online population of the respective country (Roper Report 2013) 57% males 18-34 years 58% males 35-49 years 50-65 years >65 years
  16. 16. 16© GfK 2014 | How Good is your User Experience? | 26. June 2014 Wide range of Models and Model Years Basis: total n=3,776 Average car age: 2.9 years
  17. 17. 17© GfK 2014 | How Good is your User Experience? | 26. June 2014 15 brands
  18. 18. 18© GfK 2014 | How Good is your User Experience? | 26. June 2014 STUDY RESULTS
  19. 19. 19© GfK 2014 | How Good is your User Experience? | 26. June 2014 UX Total Scores Individual Market Benchmark 4.3 4.4 4.73.8 4.6 Basis: total n=3,776; GER n=1,146; ITA n=403; JPN n=1,238; USA n=988
  20. 20. 20© GfK 2014 | How Good is your User Experience? | 26. June 2014 UX-Score Dimensions Systematically Lower Scores on Self-Oriented Qualities Basis: GER n=1,146; ITA n=403; JPN n=1,238; USA n=988 3.8 4.4 4.6 4.7 3.8 4.3 4.5 4.6 4.8 4.7 4.6 3.9
  21. 21. 21© GfK 2014 | How Good is your User Experience? | 26. June 2014 F: Full Size Luxury 4.7 S: Sportscar 4.7 E: Executive Car 4.7 J: SUV 4.6 Pick-up/ Truck* 4.5 C: Small Family Car 4.5 B: Supe rmini 4.4 M: Multi Purpose Car 4.1 D: Large Family Car 4.4 BM: 4.4 UX-Score by Car Segments Luxury Full Size and Sport Cars are the Leaders Note: * Pick-up/Truck only US sample Basis: total n=3.776; B n= 203; C n= 542; D n=779; E n=273; F n=70; S n=61; M n=414; J n=459; Pick up/Truck n=49
  22. 22. 22© GfK 2014 | How Good is your User Experience? | 26. June 2014 J: SUV 4.8 Basis: GER n=1,146; ITA n=403; JPN n=1,238; USA n=988 F: Full size Luxury car 4.9 S: Sports Coupe 4.1 S: Sports Coupe 4.7 Top UX-Score by Segment In Each Country
  23. 23. 23© GfK 2014 | How Good is your User Experience? | 26. June 2014 UX-Score Increases with Car Model Year Basis: total n=3.776; MY 2002-2005 n=304; MY 2006-2009 n=870; MY 2010-2013 n=2010-2013 n=2,601 4.1 MY 2002-2005 4.4 MY 2010-2013 4.2 MY 2006-2009
  24. 24. 24© GfK 2014 | How Good is your User Experience? | 26. June 2014 Young Drivers and Tech Enthusiast tent to have higher UX-Score 4.4 18-34 years 4.3 35-49 years 4.2 50-65 years 4.2 >65 years 4.9 High enthusiasts 4.2 Neither 4.0 Non-enthusiasts Tech. enthusiast level based on frequency of performing different task (e.g. phone/video calls, navigation, shopping etc.) on mobile phone Basis: High enthusiasts n=790; Neither n=1,810; Non-enthusiasts n=1,176; 18-34 years 1,188; 35-49 years n=1,357; 50-65 years n=988; older than 65 years n=243
  25. 25. 25© GfK 2014 | How Good is your User Experience? | 26. June 2014 4.6 4.5 4.4 4.4 How Good is Your UX in DE? BM: 4.4 Basis: Audi n=190; BMW n=235; Mercedes n=181; Opel n=87
  26. 26. 26© GfK 2014 | How Good is your User Experience? | 26. June 2014 4.9 4.8 4.8 4.7 How Good is Your UX in Italy? BM: 4.7 Basis: Audi n=30; BMW n=34; Mercedes n=27*; Volkswagen n=30
  27. 27. 27© GfK 2014 | How Good is your User Experience? | 26. June 2014 4.1 3.9 3.8 3.8 How Good is Your UX in Japan? BM: 3.8 Basis: Honda n=264; Lexus n=54; Nissan n=262; Toyota n=477
  28. 28. 28© GfK 2014 | How Good is your User Experience? | 26. June 2014 4.64.64.6 4.7 4.8 4.8 How Good is Your UX in US? BM: 4.6 Basis: Audi n=52; BMW n=71; Chevrolet n=215; Ford n=196; Honda n=88; Nissan n=74;
  29. 29. 29© GfK 2014 | How Good is your User Experience? | 26. June 2014 4.5 Rotary dial 4.8 Rotary dial 3.6 Rotary dial 4.6 Rotary dial HMI Concept – Rotary Dial vs. Touch Screen Basis: GER: rotary n=705; touch n=442; ITA: rotary n=124; touch n=226; JPN rotary n=90; touch n=1148; USA: rotary n=355; touch n=633 Touch screen 4.4 Touch screen 4.7 Touch screen 3.9 Touch screen 4.6
  30. 30. 30© GfK 2014 | How Good is your User Experience? | 26. June 2014 Works with many formats 33% Easy Access 32% Colorful 27% Replaceable 24% Waterproof Electronics 23% 22% 19% 18% Infotainment systems designed to work with different formats like iOS, Android, Windows 8 Easy to access voice support / information system Tablet PC as full replacement of built-in infotainment system Passenger Head Up Display i.e. to watch movies Gesture Control Videoconference in the vehicle Color Head Up Display What Consumers Want Next? Interest in buying that product if it were offered for your type of vehicle you plan to purchase next?
  31. 31. 31© GfK 2014 | How Good is your User Experience? | 26. June 2014 CONCLUSION
  32. 32. 32© GfK 2014 | How Good is your User Experience? | 26. June 2014 WHAT? SO WHAT? NOW WHAT? OEMs can differentiate among themselves by focusing and boosting user-oriented qualities (product fit and inspiration). Understand driver’s emotional benefits of using infotainment systems. How the product can better fit to users personal lives? How to make users more emotionally engage while using infotainment system? Key Takeaway #1: Strong on Aesthetic Qualities but fall behind on Product Fit & Inspiration Overall, drivers are satisfied with their infotainment systems’ look, feel and sound (4.5 in total) however, the products lack of personal engagement and inspirational motives – this quality has the lowest scores across all markets (4.2 in total).
  33. 33. 33© GfK 2014 | How Good is your User Experience? | 26. June 2014 WHAT? SO WHAT? NOW WHAT? Drivers needs are focused on easiness and flexibility. Especially icons and commands need to be adopted to markets’ forms, linguistic rules and consumer’s technological adaptation level /market technological advancement. Understand drivers’ needs - ‘what’ and ‘why’ cause difficulties and test different solutions and its regional/market applicability. Leverage tech. developments outside of Auto and provide designs in line with the personal technological features. Key Takeaway #2: Users are Looking for Flexibility and Easiness in Operating Info. Systems Understanding the icons and system commands are the functions that impact the UX-score the most and negatively. In their next systems, drivers are looking for easy to access information systems (33%) and infotainment that is designed to work with different formats like iOS, Android etc. (32%)
  34. 34. 34© GfK 2014 | How Good is your User Experience? | 26. June 2014 WHAT? SO WHAT? NOW WHAT? There is a need to understand market differences and drivers’ expectations when it comes to infotainment systems’ user experiences. Understand drivers’ expectations : • collect first hand feedback from drivers • follow the pace of technological developments outside of automotive and leverage & adjust to auto tech Key Takeaway #3: UX Expectations vary by Markets – Japan vs. US & Europe Japanese drivers have significantly different UX expectations vs. drivers form USA & Europe. Japan is the only market with total UX score below 4 points (3.8).
  35. 35. 35© GfK 2014 | How Good is your User Experience? | 26. June 2014 THANK YOU QUESTIONS PLEASE
  36. 36. 36© GfK 2014 | How Good is your User Experience? | 26. June 2014 Contact Tim Bosenick Head of User Experience +49 40 696669 134 Tim.Bosenick@gfk.com @GfK_UX

×