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Visualizing User Feedback

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User research often yields large amounts of data that’s difficult to summarize and prioritize. Even with small studies or surveys, reporting information in an engaging and usable format can be a challenge. In this talk, we’ll apply UI and visualization design techniques to analyzing and presenting findings in a way that engages, motivates, and sparks real change.

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Visualizing User Feedback

  1. 1. 1 See it to believe it.
 Eva Kaniasty UX Consultant @kaniasty
  2. 2. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 2 •Live Sessions •Video/Audio Recordings •Notes •Transcripts •Raw data Challenge of UX Research
  3. 3. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 3 Data Overload
  4. 4. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 4 •Designing the Analysis •Designing for Action •Bias Reduction •Strategic Thinking Role of the Researcher
  5. 5. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 5 Why Visualize? • Empathize • Summarize • Act
  6. 6. 6 EMPATHIZE
  7. 7. 7 People
  8. 8. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 8 Faces Real People vs. Shiny Happy People uifaces.com Sarah Sophisticate 3 2 Helen Healthy
  9. 9. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 9 User Summaries Profiles Personas • Age Range: 18-40 (60% are < 25) • 80% male from uifaces.com
  10. 10. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 10 Categories ♀ 5 Female ♂ 5 Male 4 on Laptops 4 on Smartphones 
 (4 iPhone, 3 Android, 1 Windows Phone)
  11. 11. 11 Stories
  12. 12. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 12 Video
  13. 13. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 13 Stories Videos Synopsis 
 Have you ever wondered what would happen if you did a usability test on fruit? We did. Blink Interactive created this funny look at something near and dear to our hearts - usability testing. We hope you enjoy it. For more information about our services, please visit 
 http://www.blinkux.com.
 Coding & Tagging Pass: Oranges, Apples, Bananas Fail: Pineapples
  14. 14. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 14 Quotes “Not how long, but how well you have lived is the main thing.” 
 ~ Seneca
  15. 15. 15 SUMMARIZE
  16. 16. 16 PaOerns
  17. 17. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 17 SemanPc PaOerns Frequency Diagrams
  18. 18. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 18 SemanPc PaOerns Semantic Differentials Disorganized Organized Outdated Confusing Confusing Clear
  19. 19. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 19 Numerical PaOerns 1 2 3 4 5 6 7 TASK 1 TASK 2 TASK 3 Rating Scales
  20. 20. 20 Numbers
  21. 21. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 21 Visual Comparisons Task Completion
  22. 22. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 22 Numerical Summaries •Counts (7 of 9 participants…) •80% of participants…
  23. 23. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 23 StaPsPcal Analysis Ease of Use Rating n=8 Confidence Level: 90% 80%rated above average
  24. 24. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 24 Benchmarking SUS yields a single score per parBcipant. Users are more likely to recommend websites that score above 80 on the SUS. CREDIT: Sauro - MeasuringUsability.com Credit: Tullis & Albert - Measuring the User Experience 1 2 3 System Usability Scale
  25. 25. 25 ACT
  26. 26. 26 PrioriPzaPon
  27. 27. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 27 •Visual Scales (ŏŏŏ Ŏ | | ⋆⋆⋆⋆) •Positive/Negative Scales (+ / -) •Categorical Scales (High / Medium / Low) Severity RaPngs
  28. 28. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 28 Severity RaPngs - Example Findings • The checkout process worked well. 7/8 participants were able to successfully purchase tea. (Positive) • All 4 mobile participants initially had trouble noticing the hamburger nav. 1 never found it. (High) • Less tea-savvy participants (2/8) had difficulty discovering new teas. (Low)
  29. 29. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 29 Findings • The checkout process worked well. 7/8 participants were able to successfully purchase tea. Ŏ • All 4 mobile participants initially had trouble noticing the hamburger nav. 1 never found it. ŏŏŏ • Less tea-savvy participants (2/8) had difficulty discovering new teas. ŏ Severity RaPngs - Example
  30. 30. 30 CollaboraPon
  31. 31. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 Rainbow Spreadsheet 31 Live Analysis h.ps://www.smashingmagazine.com/2013/04/rainbow-spreadsheet- collaborative-ux-research-tool/
  32. 32. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 32 Problem-Solving vs. SolutionsRecommendations • Reduce the number of options in dropdown X • Consider blah blah blah blah…
  33. 33. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 33 Building Consensus Dot Voting Solution 3 Solution 2 Solution 1
  34. 34. 34 SUMMARY
  35. 35. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 35 VisualizaPon Mistakes 1. Implying statistical significance 2. Over-aggregation 3. Comparing apples to oranges 4. Leaving out context 5. Adding meaningless visual noise 6. Poor usability
  36. 36. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 36 Designing VisualizaPons Prototyping
  37. 37. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 37 •OpBmalWorkshop Reframer (Tagging) •UX Gofer •Dedoose •NVIVO •dScout mobile diary studies •Excel QualitaPve Analysis Tools
  38. 38. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 38 •Font Awesome (iconography) •Infogr.am •plot.ly •Excel •Powerpoint/Keynote •Photoshop/Illustrator VisualizaPon Tools
  39. 39. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 39 " [The area of the brain which lights up when we experience beauty is] involved in our emotions, our feelings of reward and pleasure, and our ability to make decisions.
 http://www.wired.com/2011/07/why-does-beauty-exist Make Things PreOy
  40. 40. 40 Thank You! Happy Visualizing! CREDIT
  41. 41. 41 Bonus
  42. 42. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 42 NavigaPon PaOerns Path Analysis 1. Scroll to cover photo [Bu.on] 2. Click cover photo to select season 3. Scroll through all episodes visible on screen 4. View More Episodes 5. Scroll through 9 more episodes (Lisbon is not in this season) 6. Click on one of the episodes to find out the year (it’s 2010) 7. Mentally calculate that Lisbon must be in season 8 8. Click Return 9. Click more seasons 10. Click to scroll to season 8 (8x) 11. Click season 8 12. Scroll 6x, reviewing each episode name 13. Click to select Lisbon Episode [ realize I do not own this season] [ decide to purchase season] 14. Click more options [There are 10 options on this screen, none of them to buy the whole season] 15. Click return (there is no option to purchase the season on this screen) 16. Click return again (back on level 1 listing all seasons) 17. Click 2x , then click 1x to get into Season 6 (I made a mistake, Lisbon is actually in season 8, not 6, but on this screen I see the purchase option even though it also says I own this season) 18. Click return 19. Click season 8 (no option to purchase, no idea why) […] Task Scenario (Amazon Video app): You are going to Europe this summer, and one of the cities you will be visiting is Lisbon. Find Anthony Bourdain’s No Reservations episode about Lisbon. You already used IMDB to find out that the episode aired in 2012.
  43. 43. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 43 1. Visibility of system status 2. Match between system and the real world 3. User control and freedom 4. Consistency and standards 5. Error prevention Standards (HeurisPcs) 6. Recognition rather than recall 7. Flexibility and efficiency of use 8. Aesthetic and minimalist design 9. Help users recognize, diagnose, and recover from errors 10.Help and documentation Nielsen Norman (1990/1994)
  44. 44. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 44 •Body Level One –Body Level Two • Body Level Three –Body Level Four »Body Level Five Adapted Standards 1. Terminology Use jargon-free, familiar terminology. 2. Efficiency Design for maximum task efficiency. 3. Consistency Follow existing guidelines and design patterns. 4. Memory Load Reduce need for memorization and mental calculations. 5. Error Handling Facilitate error prevention and recovery.
  45. 45. Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16 45 Standards - Example Path Step Standards Review User: Echo, what’s the word of the day? 1 Echo: You need to enable the Daily Word Skill in the Alexa app before you can use it. 2 (-) Efficiency Echo is not aware that the user has enabled the required skill, and instead gives a misleading instruction. User: I did enable it! 3 Echo: <No Response> 4 (-) Error Handling (-) Efficiency Echo does not ‘listen’ to follow-up questions or comments. If a command fails, the user has to repeat the wake word to begin another attempt. Amazon Echo Task: You have enabled the Word of the Day skill. Ask Alexa for today’s word.

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