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Rapid Desirability Testing
ANALYZING EMOTIONAL RESPONSE TO A DESIGN (ON A BUDGET)
Prepared by:
Michael Hawley – VP Experience Design
Megan Grocki – Senior Experience Designer
June 9, 2009

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Agenda
• Introduction
• The Situation
• Desirability Testing Overview
• Methods Considered
• Our Selected Process
• Case Study
• Lessons Learned
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About Mad*Pow
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The Situation
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The Situation
Visual Designs Applied to Wireframe
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The Situation
Visual Designs Applied to Wireframe
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Desirability Testing Overview
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What Is Desirability Testing?
A collection of research methods intended to assess target audience’s
emotional response to a design or stimulus.
What It Is What It Is Not
• Measure of how closely a • Measure of how much people “like”
stimulus achieves the “desired” something
emotional response
• Figuring out which is the “best”
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Positioning Desirability Studies
http://www.xdstrategy.com/2008/10/28/desirability_studies/
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Why Is It Important
First impressions of a design to impact a product’s or application’s perceived
utility, usability, and credibility.
Functionality
Usability Aesthetics
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Methods Considered
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Triading
Definition
Present three different concepts or ideas to participants, and ask them to
identify how two of them are different from the third and why.
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Quantitative Questionnaires
Definition
Broad, experience-based questionnaires,
that also include questions relating to
visual appeal and aesthetics
• SUS (System Usability Scale),
• QUIS (Questionnaire for User Interface
Satisfaction)
• WAMMI (Website Analysis and
Measurement Inventory)
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Quick Exposure Memory Tests
Show participants a user interface
for a very brief moment, then take it Attention designers:
away. Participants recall their first
impression, then moderator probes
for meaning You have
50 milliseconds
• Helpful for layout decisions,
to make a good
prominence of content, even labels
first impression
• www.fivesecondtest.com
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Physiological and Neurological Measurements
Definition
• Sensors track participants’ physiological
measurements to particular designs. Changes in
suggest a particular emotional response.
• Paired with attitudinal and self-reporting surveys
measurements give a multifaceted view of
emotional reactions to a design
• Electroencephalography (EEG): Brain activity
• Electromyography (EMG): Muscles and Excitement
• Electrodermal Activity (EDA): Sweat, Excitement
• Blood Volume Pressure (BVP): Arousal
• Pupil Dilation: Arousal and Mental Workload
• Respiration: Negative Valence or Arousal
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PrEmo Emotional Measurement
http://www.premo-online.com
Dr. Pieter Desmet,Technical University of Delft
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Product Reaction Cards (Our Selected Approach)
http://www.microsoft.com/usability/uepostings/desirabilitytoolkit.doc
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Product Reaction Cards Method
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Before You Begin
Determine intended brand attributes (and their opposites)
1. Leverage existing marketing/brand
materials
2. Alternatively, stakeholder brainstorm to
identify key brand attributes/descriptors
using full list of product reaction cards
as a start
3. Tip: “If the brand was a person, how
would it speak to your customers?”
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Process - Conducting
Methodology
1. Include 60/40 split of positive and negative words
2. Target 60 words, optimized to test brand
3. Simple question: “Which of the following words do you feel best describe the
site/design/product (please select 5):”
4. One comp per participant, or multiple comps per participant (no more than 3)
Participants
1. Qualitative: Paired with usability testing
2. Quantitative: Target minimum of 30 per option if possible
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Process - Analyzing
1. Calculate percentage of positive
and negative attributes per design
68% Positive
32% Negative
2. Visualize overall sentiment of
feedback using “word clouds” (see
wordle.net)
Tip: Use word list spreadsheet available at
http://www.userfocus.co.uk/articles/satisfaction.html
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Case Study: Greenwich Hospital Website Redesign
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Case Study: Greenwich Hospital Website Redesign
Background and Goals
• Align the website with the character of Greenwich Hospital
• “luxurious, approachable, friendly, capable, multi-cultural/inclusive, established”
• Update the site after nearly 10 years
• Counter impressions that Greenwich Hospital is more than just about
maternity and elder care, without damaging those notions
• Communicate that they are long-standing members of the community
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Case Study: Greenwich Hospital Website Redesign
Methodology
• 3 visually designed comps
• 50 people reacted to each comp (quantitative) via survey
• Additional feedback obtained via participant interviews (qualitative)
Survey Questions
Hello, I am requesting feedback on a website I am working on.
Your answers let me know if the site is conveying the right feel.
1. What are your initial reactions to the web site?
2. Which of the following words best do you feel best describe the site (please
select 5):
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Three Different Visual Designs
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Results: Concept 1
“My initial reaction to this web site is that it seems kind of
plain. There is not much going on in the page, and the 12% Negative
colors seem kind of drab.”
“This is a nice looking website. It is well designed, well
laid out, and is appealing to look at. It makes me want to 88% Positive
continue to navigate the site to learn more. “
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Results: Concept 2
“Men don`t really go with children… where`s a
baby, there must be a mother. “
87% Positive
“My initial reaction to the website is that it 13% Negative
seems very clean and modern. I like the layout,
it looks like its easy to find information. “
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Results: Concept 3
“I felt love. I saw a mother holding a child..
that`s pretty touchy. The site looks good, and it
makes the hospital trustworthy.”
5% Negative
“My initial reaction was that the Hospital is
represented by a caring, warm and friendly 95% Positive
website.”
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Lessons Learned
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Lessons Learned
Methodology
• Mix of qualitative and quantitative is key. Qualitative helps provide color to the
results, quantitative resonates with stakeholders and executives
• Position results as one form of input to decision-making process, not declaring
a “winner”
• Simple, cost-efficient way to assess audience’s emotional response to a design
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Key Take Aways
The Challenge:
• Measuring emotional responses to a design important, but complex.
Experiences of a visual design are multifaceted, and a number of design
aspects can impact their response to a product.
• There are a number of alternatives available to measure emotional response
Our Experience:
• Leveraging Product Reaction Cards provides a low-cost, low-effort means to
help us align aesthetics and general feel with desired brand attributes
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Thank You
Documentation Have a question?
Case Study results and full presentation slides: Michael Hawley
http://www.madpow.net mhawley@madpow.net
@hawleymichael
Megan Grocki
mgrocki@madpow.net
@megUX
603-436-7177
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Additional Reading
Benedek, Joey and Trish Miner. “Measuring Desirability: New Methods for
Evaluating Desirability in a Usability Lab Setting.” Proceedings of UPA 2002
Conference, Orlando, FL, July 8–12, 2002.
http://www.microsoft.com/usability/uepostings/desirabilitytoolkit.doc
Lindgaard, Gitte, Gary Fernandes, Cathy Dudek, and J. Brown. "Attention Web
Designers: You Have 50 Milliseconds to Make a Good First Impression!" Behaviour
and Information Technology, 2006.
http://www.imagescape.com/library/whitepapers/first-impression.pdf
Rohrer, Christian. “Desirability Studies: Measuring Aesthetic Response to Visual
Designs.” xdStrategy.com, October 28, 2008. Retrieved February 10, 2010.
http://www.xdstrategy.com/2008/10/28/desirability_studies
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Additional Reading
User Focus. "Measuring satisfaction: Beyond the Usability Questionnaire." Retrieved
February 10, 2010.
http://www.userfocus.co.uk/articles/satisfaction.html
UserEffect. "Guide to Low-Cost Usability Tools." Retrieved May 12, 2010.
http://www.usereffect.com/topic/guide-to-low-cost-usability-tools
Tullis, Thomas and Jacqueline Stetson. “A Comparison of Questionnaires for
Assessing Website Usability.” Usability Professionals’ Association Conference, 2004.
home.comcast.net/~tomtullis/publications/UPA2004TullisStetson.pdf
Westerman, S. J., E. Sutherland, L. Robinson, H. Powell, and G. Tuck. “A Multi-
method Approach to the Assessment of Web Page Designs.” Proceedings of the 2nd
international conference on Affective Computing and Intelligent Interaction, 2007.
http:// portal.acm.org/citation.cfm?id=1422200
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Additional Tools
Five Second Test
http://fivesecondtest.com/
Feedback Army
http://www.feedbackarmy.com
Wordle
http://www.wordle.net
PrEmo
http://www.premo-online.com
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