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Users play cards 
We keep score 
Magic results!

      Carol Barnum and Laura Palmer 
The Usability Center @ Southern Polytechnic
          www.usability.spsu.edu
Microsoft plays their hand

• Microsoft introduces the cards in 2002
    – varies their use in 2004
•   A few others report in
•   We get on board in 2006
•   We've been crazy about them ever since
•   We share what we have learned
•   We give you the tools to do it yourself

                 usability.spsu.edu                                     STC Summit 2011   2
Your presenters
Carol Barnum                                                 Laura Palmer




         usability.spsu.edu                                     STC Summit 2011   3
We’re here to talk about desirability

ISO defines the key elements in usability
U testing gives great results for 2 out of 3




              usability.spsu.edu                                     STC Summit 2011   4
Can’t get no…


            SATISFACTION




   But, we’ve tried….and we’ve tried…. 
           usability.spsu.edu                                     STC Summit 2011   5
Microsoft tackles the problem

1. Faces Questionnaire
                                                                              6 Faces




2. Product Reaction Cards


                                                                            118 Cards




         usability.spsu.edu                                     STC Summit 2011         6
After Microsoft?




A small oasis of reports shows variations on the theme

              usability.spsu.edu                                     STC Summit 2011   7
We decided to give the cards a try




         usability.spsu.edu                                     STC Summit 2011   8
How we deal




usability.spsu.edu                                     STC Summit 2011   Slide 9
Putting the “meta” in analysis

2006…..ongoing


 Studies from a variety of industries and interfaces




              usability.spsu.edu                                     STC Summit 2011   10
Teaching the teachers




18 cards…..17 positive, 1 negative

        usability.spsu.edu                                     STC Summit 2011   11
Got reservations?




PRC = 93% positive                + 7% negative
SUS = 82

Themes: ease‐of‐use, comprehensibility, familiarity, speed


          usability.spsu.edu                                     STC Summit 2011   12
Calling the cable company
                                                  IVR
                                                  Repeated Positives
      January                                     Predictable = 3
      41% +                                       Friendly = 2
                                                  Usable = 2
      21%                                          Negative              Neutral    Positive

      38%‐                                         Annoying
                                                   Boring
                                                                         Expected
                                                                         Familiar
                                                                                    Accessible
                                                                                    Business‐like
                                                   Difficult             Sterile    Comprehensive
                                                   Distracting                      Convenient
                                                   Frustrating                      Desirable
                                                   Impersonal                       Easy‐to‐use
                                                   Inconsistent                     Helpful
                                                   Not valuable                     Straight‐forward
                                                   Poor Quality
                                                   Too technical
                                                   Uncontrollable



Neutral’s good in our industry!
         usability.spsu.edu                                     STC Summit 2011                        13
Six weeks later: the cable company
    IVR  A
    POSITIVE                   NEUTRAL                    NEGATIVE




                             85% +
                             11%
                                                            IVR  B
                                                            POSITIVE                    NEUTRAL                      NEGATIVE
                             4% ‐




                                                                                       48% +
                                                                                       12%
                                                                                       40% ‐



                        usability.spsu.edu                                     STC Summit 2011                                  14
Changing planes




                                                                IVR

                                                                SUS = 87
                                                                79%+ PRC




usability.spsu.edu                                     STC Summit 2011     15
Clear for takeoff




                                            21% - PRC




usability.spsu.edu                                     STC Summit 2011   16
It’s not easy being green
 International “green” initiative
  March 2010 = 
  SUS = 52
  42% PRC positive

                October 2010 = ☺
                SUS = 73
                82% PRC positive

                                                        March 2011 = ☺ ☺
                                                        SUS = 96
                                                        100% PRC positive
      usability.spsu.edu                                     STC Summit 2011   17
Movin’ on up
   1.0                       2.0                                                       2.1




Positives: 24 50 43

              usability.spsu.edu                                     STC Summit 2011         18
Negative choices decline to zero

                                                                                      0
 1.0                                   2.0                                      2.1




              Negatives: 33 11 0

       usability.spsu.edu                                     STC Summit 2011         19
Weather or not

3 TV weather sites
40

 30

 20

 10

     0
          Positive
                      Negative
                                   Positive
                                                Negative
                                                              Positive
                Station A                                                   Negative
                                         Station B
                                                                     Station C




               26/13                   39/5                       24/17



         usability.spsu.edu                                     STC Summit 2011        20
“B”cause we like you




                                           Repeats within and
                                           between



                                                              Blanks are
                                                              just as telling
                                                              as choices

  usability.spsu.edu                                     STC Summit 2011        21
“C” you later




What Station B isn’t!



usability.spsu.edu                                     STC Summit 2011   22
C’mon…give it a try




  usability.spsu.edu                                     STC Summit 2011   Slide 23
Our concluding thoughts




    usability.spsu.edu                                     STC Summit 2011   24
Compare, Contrast and Combine




        usability.spsu.edu                                     STC Summit 2011   Slide 25
Questions? Now or later?
Carol Barnum                                                        Laura Palmer




 cbarnum@spsu.edu                                                      lpalmer2@spsu.edu




                usability.spsu.edu                                     STC Summit 2011     26

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