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boston upa

Rapid Desirability Testing
ANALYZING EMOTIONAL RESPONSE TO A DESIGN (ON A BUDGET)




Prepared by:
Michael Haw...
boston upa


Agenda

• Introduction
• The Situation
• Desirability Testing Overview
• Methods Considered
• Our Selected Pr...
boston upa


About Mad*Pow




                3
boston upa




The Situation




                4
boston upa


The Situation

Visual Designs Applied to Wireframe




                                      5
boston upa


The Situation

Visual Designs Applied to Wireframe




                                      6
boston upa




Desirability Testing Overview




                                7
boston upa


What Is Desirability Testing?

A collection of research methods intended to assess target audience’s
emotiona...
boston upa


Positioning Desirability Studies
http://www.xdstrategy.com/2008/10/28/desirability_studies/




             ...
boston upa


Why Is It Important

First impressions of a design to impact a product’s or application’s perceived
utility, ...
boston upa




Methods Considered




                     11
boston upa


Triading

Definition
Present three different concepts or ideas to participants, and ask them to
identify how ...
boston upa


Quantitative Questionnaires

Definition
Broad, experience-based questionnaires,
that also include questions r...
boston upa


Quick Exposure Memory Tests

Show participants a user interface
for a very brief moment, then take it    Atte...
boston upa


Physiological and Neurological Measurements

Definition
• Sensors track participants’ physiological
  measure...
boston upa


PrEmo Emotional Measurement
http://www.premo-online.com
Dr. Pieter Desmet,Technical University of Delft




 ...
boston upa


Product Reaction Cards (Our Selected Approach)
http://www.microsoft.com/usability/uepostings/desirabilitytool...
boston upa




Product Reaction Cards Method




                                18
boston upa


Before You Begin

Determine intended brand attributes (and their opposites)

1. Leverage existing marketing/b...
boston upa


Process - Conducting

Methodology
1. Include 60/40 split of positive and negative words
2. Target 60 words, o...
boston upa


Process - Analyzing

1. Calculate percentage of positive
   and negative attributes per design
              ...
boston upa




Case Study: Greenwich Hospital Website Redesign




                                                  22
boston upa


Case Study: Greenwich Hospital Website Redesign

Background and Goals
•       Align the website with the char...
boston upa


Case Study: Greenwich Hospital Website Redesign

Methodology
• 3 visually designed comps
• 50 people reacted ...
boston upa


Three Different Visual Designs




                                 25
boston upa


Results: Concept 1




“My initial reaction to this web site is that it seems kind of
plain. There is not muc...
boston upa


Results: Concept 2




“Men don`t really go with children… where`s a
baby, there must be a mother. “
        ...
boston upa


Results: Concept 3




“I felt love. I saw a mother holding a child..
that`s pretty touchy. The site looks go...
boston upa




Lessons Learned




                  29
boston upa


Lessons Learned

Methodology
•   Mix of qualitative and quantitative is key. Qualitative helps provide color ...
boston upa


Key Take Aways

The Challenge:
•   Measuring emotional responses to a design important, but complex.
    Expe...
boston upa


Thank You

Documentation                                      Have a question?
Case Study results and full pr...
boston upa


Additional Reading

Benedek, Joey and Trish Miner. “Measuring Desirability: New Methods for
Evaluating Desira...
boston upa


Additional Reading

User Focus. "Measuring satisfaction: Beyond the Usability Questionnaire." Retrieved
Febru...
boston upa


Additional Tools

Five Second Test
http://fivesecondtest.com/


Feedback Army
http://www.feedbackarmy.com


W...
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M Hawley Desirability Studies Boston Upa Presentation V4

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M Hawley Desirability Studies Boston Upa Presentation V4

  1. 1. boston upa 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
  2. 2. boston upa Agenda • Introduction • The Situation • Desirability Testing Overview • Methods Considered • Our Selected Process • Case Study • Lessons Learned 2
  3. 3. boston upa About Mad*Pow 3
  4. 4. boston upa The Situation 4
  5. 5. boston upa The Situation Visual Designs Applied to Wireframe 5
  6. 6. boston upa The Situation Visual Designs Applied to Wireframe 6
  7. 7. boston upa Desirability Testing Overview 7
  8. 8. boston upa 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” 8
  9. 9. boston upa Positioning Desirability Studies http://www.xdstrategy.com/2008/10/28/desirability_studies/ 9
  10. 10. boston upa 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 10
  11. 11. boston upa Methods Considered 11
  12. 12. boston upa 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. 12
  13. 13. boston upa 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) 13
  14. 14. boston upa 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 14
  15. 15. boston upa 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 15
  16. 16. boston upa PrEmo Emotional Measurement http://www.premo-online.com Dr. Pieter Desmet,Technical University of Delft 16
  17. 17. boston upa Product Reaction Cards (Our Selected Approach) http://www.microsoft.com/usability/uepostings/desirabilitytoolkit.doc 17
  18. 18. boston upa Product Reaction Cards Method 18
  19. 19. boston upa 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?” 19
  20. 20. boston upa 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 20
  21. 21. boston upa 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 21
  22. 22. boston upa Case Study: Greenwich Hospital Website Redesign 22
  23. 23. boston upa 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 23
  24. 24. boston upa 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): 24
  25. 25. boston upa Three Different Visual Designs 25
  26. 26. boston upa 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. “ 26
  27. 27. boston upa 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. “ 27
  28. 28. boston upa 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.” 28
  29. 29. boston upa Lessons Learned 29
  30. 30. boston upa 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 30
  31. 31. boston upa 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 31
  32. 32. boston upa 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 32
  33. 33. boston upa 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 33
  34. 34. boston upa 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 34
  35. 35. boston upa 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 35

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