How to Choose the Right UX Methods For Your Project

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1 How to Choose the Right UX Methods For Your Project Bill Albert, Ph.D. Director, Bentley Design and Usability Center May 4,

2 Motivation Our toolkit continues to expand Choice in approach has perhaps the most significant impact on project success (or failure) Five critical factors to consider in the decision o o o o o Goals (effectiveness, efficiency, satisfaction) Design (low fidelity, high fidelity, or production) Budget Time Metrics Only have time to focus on a limited number of research and evaluation methods, not design techniques UX methods are dynamic, and therefore difficult to categorize and strictly define 2

3 The First Decision: Qualitative vs. Quantitative What is more important metrics or insight? Qualitative vs. Quantitative o Qualitative approaches focus on observation, description, and insight. Qualitative answers the why. Qualitative research usually occurs when iterating a design (formative), and utilizes small sample sizes. o Quantitative approaches focus on reliable measurements. Quantitative answers the what. Quantitative research usually happens you are done (or essentially done) with the design (summative), and utilizes large sample sizes. 3

4 The Second Decision: Behavior vs. Preferences Are you more interested in how they actually use the product or what they prefer? Behavior vs. Preferences o Behavior means you are focused on how users interact with the product are they able to achieve their goals, how efficient are they in their use, and how learnable is the product? o Preferences means you are primarily concerned with users subjective reactions to the product what do they like/dislike, are they likely to use it in the future, what features/functions do they care most about? 4

5 UX Research Toolkit Behavior Preferences Cognitive Walkthrough Heuristic/Expert Review Task Analysis Usability testing (lab or remote) Keystroke Analysis/GOMS Web Analytics Eye Tracking A/B Testing Affective Measures Paper Prototype Testing Competitive Benchmarking Unmoderated Usability Studies Field Research Card Sorting Diary studies Focus Groups In-depth Interviews Advisory Boards Voice of Customer Analysis Online Surveys Qualitative Quantitative 5

6 Qualitative Approaches

7 Qualitative Methods Usability Lab Test Heuristic/Expert Review Behavior Cognitive Walkthrough Task Analysis Paper Prototype Test Qualitative Preferences Focus Groups In-depth Interviews Advisory Board Field Studies Combo Diary Studies Usability Lab Test 7

8 Usability Lab Testing (Lab or Remote) What is it? Small sample size (n<15) Heavily focused on qualitative feedback about the usability of a design Based on target users performing tasks Typically sessions observed and recorded Strengths Single best method for improving the usability of a design during the design process Helpful with low or high-fidelity designs Relatively easy to administer (lab, remote moderated or unmoderated) Observation is highly impactful Limitations Cannot easily scale up for when metrics are needed Not very useful for gauging preferences Not always ecologically valid Difficult to prioritize issues 8

9 Heuristic/Expert Evaluation What is it? Comprehensive evaluation of a design based on an established set of heuristics or best practices Typically conducted by more than one evaluator Issues identified are tied back to design principles and prioritized Strengths Quick, cheap, and easy to conduct since no participants are needed An experienced evaluator can reliably identify a significant number of usability issues Limitations Difficult to conduct when you cannot play the role of the user Temptation to evaluate from a requirements perspective but unreliable Biases can creep in focus on heuristics 9

10 Field Research What is it? Observing product use within the natural context Focuses on observation, but may also include interviews and measurement (surveys or product usage) Strengths Most ecologically valid approach observe issues that may easily be missed in the lab Tremendous source for innovation Tap into different set of users Limitations Difficult to evaluate prototypes Logistically challenging to set up Not well suited when needing to evaluate a specific set of tasks 10

11 Focus Groups What is it? Structured discussion with a group of users or customers Discussion focuses on customer attitudes, preferences, and opinions about a product, design, or interaction May contain group or individual exercises such as paired comparisons, sketching, affinity diagrams, or surveys Strengths Obtain reactions, opinions from a group of users in a short period of time Allows for free flow exchange of information new ideas may emerge Limitations Cannot assess how product/design will actually be used Can be taken dominated by a single participant Strong bias to what others want to hear, especially moderator 11

12 Other Qualitative Techniques Cognitive Walkthrough Task Analysis Paper Prototype Testing In-depth Interviews (IDI) Advisory Board Diary Studies 12

13 Quantitative Methods

14 Common Quantitative Methods Eye Tracking Keystroke/GOMS Behavior A/B Testing Web Analytics Affective Measures Quantitative Preferences Online Surveys Voice of Customer Analysis Combo Unmoderated Usability Card Sorting Competitive Benchmarking 14

15 Eye Tracking What is it? Eye tracking technology to capture eye movements Stimuli include websites, images, software, video Can be used in lab setting or in the field Strengths Best used when noticability of key features is critical to user or business goals Best when done with alternative designs Very easy to set up and calibrate Limitations Must have access to technology and familiarity with software Analysis may be tedious with video or dynamic websites Experimental control is critical (display time) to draw reliable conclusions not as useful during open exploration 15

16 Online Surveys What is it? Technology used to solicit data from target customers/users through a web interface Focus on subjective reactions and opinions about product features and/or designs Large sample sizes, typically n>100 per segment (panels, intercepts, etc) Strengths Easy to set up and administer (especially with panels) Technology is very inexpensive, and overall cost is low Technology is improving (evaluate designs, validity checks, compensation, etc) Limitations Cannot assess actual product usage focus on opinions only About 10% of participants are fraudulent or are mental cheaters 16

17 Unmoderated Usability Testing What is it? Participants use a web application that guides them through a usability study all behaviors and responses are collected Large sample size (n>50 per user segment) Heavily focused on metrics (task success, completion time, and self-reported ease of use) Strengths Collect reliable metrics on all three facets of usability (effectiveness, efficiency, and satisfaction) Data collection is quick, easy, and relatively inexpensive Best way to benchmark a product or compare designs Limitations Difficult to understand why certain issues occur Cannot use when you need to control prototypes 17

18 Card Sorting/IA tools What is it? Participants use a web application that allows them to categorize cards into groups and give them names (open card sort) Other applications have users place cards in pre-established buckets (closed card sorts) Data are typically collected from users via the web (n>30) Strengths Best technique for informing and validating the information architecture Easy to set up and collect data Complicated statistics are easily managed and interpreted through compelling visualizations Limitations Does not work with multiple levels Difficult to understand mental model/motivations (unless in-person) 18

19 Other Quantitative Techniques Keystroke Analysis / GOMS A/B Testing Web Analytics Affective Measures Voice of Customer Analysis Competitive Benchmarking 19

20 The Favorites

21 My Favorites Crunch Time Usability test (discount) No Budget Expert review (or cognitive walkthrough) Most Ignored Method that Shouldn t Be Card Sorting Most Dangerous Online Survey Biggest Bang for the Buck Field research Sure Fire Win Usability lab test Biggest Splash Unmoderated usability testing (competitive) Try it When You Have a Chance Eye Tracking or Affective Measures 21

22 Thank You! Bill Albert, Ph.D. Director, Design and Usability Center Bentley University

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