User Experience Research since 1998

Sabrina Duda

Qualified Psychologist:

Engineering Psychology/

Cognitive Ergonomics & Computer Science

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1999 Foundation of eye square

User & Brand Research Agency

2013 Foundation of

users‘ delight GmbH

UX Research & Consulting

Organizing World Usability Day Berlin

(2005-2014)

Master Thesis (Diplomarbeit) about Edutainment in 1998

Fielding

Duda, S. (1998). Design and Empirical Testing of a Checklist for the Evaluation of Multimedia Software for Children. In: Sutcliffe, A., Ziegler, J. & Johnson, P. (Eds.), Designing Effective and Usable Multimedia Systems. Boston u.a.: Kluwer Academic Publishers.

"My first usability test"

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MZ RT 125/3 1959

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o Introduction (Activity) 10 Min.

o What is UX (Activity) 10 Min.

o Presentation (Sabrina) 15 Min.

o What is UX?

o About Mobile Shopping and Mobile UX

o About Mobile Usability Testing

o Conduct Usability Test (Activity) 50 Min.

o Presentation (Sabrina) 5 Min.

o User experience principles

o Your name

o Your profession

o Why you attend the workshop/ what you would like to learn

o A fun fact about you!

0,5 minute each: Presenting

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Total time: 10 Min.

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Come together in groups of approx. 5 people (4 groups).

Write down on a post-it note what UX is for you!

Choose a presenter for each group who will present the notes and put them on the wall.

2 minutes: Writing what is UX

2 minutes: Discussing

1-2 minutes each group: Presenting

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Total time: 10 Min.

“Usability”

means that the user of an interactive application can reach

his goals with justifiable effort (effectivity, efficiency) and with

satisfying results (satisfaction).

ISO defines usability as "The extent to which a product can be used by specified

users to achieve specified goals with effectiveness, efficiency, and satisfaction in a

specified context of use.”

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“User Experience”

“A person's perceptions and responses that result from the use

or anticipated use of a product, system or service”.

User experience includes all the users' emotions, beliefs, preferences, perceptions,

physical and psychological responses, behaviors and accomplishments that occur

before, during and after use.

(International standard on ergonomics of human system interaction ISO 9241-210)

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How the brain processes experiences: From the first reaction to a product, through the use of a product and to the point of developing a personal relationship with the product.

o Attractiveness,

aesthetics

o Emotional appeal

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Behavioral Reflective Visceral

o Brand image

o Meaning & value

o Self-reference & fulfillment

of psychological needs

o Functionality

o Joy of Use

First impression Usability Personal Relationship

Was der Mensch

angeborenerweise als positiv

empfindet:

o Rund

o Glatt

o Helle, satte Farben

o Blumenduft, Geruch von

Früchten

o Süßer Geschmack

o Symmetrie (auch

symmetrische Gesichter und

Körper)

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Kids' toys

o Light, rich primary colors

o Pleasant surface

o Round shapes

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Or as well:

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Abraham Maslow 1943

Self- Fulfilment

Appreciation

Love/ Belonging

Protection & Safety

Physiological Needs (breathing, water, food, sleep, integrity)

Which needs does your system meet?

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Mobile Commerce almost 40% of UK Online Shopping

o Around 50% of traffic on smartphones & tablet

o Around 7% of online sales on smartphone, 30% on tablet

19 Source: Sept. 2, 2014, imrg, Capgemini, Quarterly Benchmarking

“At Shop Direct, this quarter marked the first time that mobile devices accounted for 50% of our online sales.”

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Gareth Jones, group retail and strategy director at Shop Direct

Sean McKee, Head of E-commerce and Customer Services at Schuh

“Total mobile device traffic averaging 62% and total mobile sales now running at 50%.”

Source: Sept. 2, 2014, imrg, Capgemini, Quarterly Benchmarking

21 Source: Ofcom Report 2015

%

%

Your user doesn’t give you his full attention, when he is on the road or with other people.

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Think about the context!

23 bradfrost.com/blog/web/mobile-first-responsive-web-design

“Incredibly, 50% of consumers drop off of a mobile checkout process because they find it too difficult.”

“During a traditional payment flow, there are about 150 taps that consumers have to make to get through the process […]. “

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Interview at eCommerce Expo 2014, Rob Harper,

Head of Retail & Hospitality Services at PayPal

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26 http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/

"Elaborate usability tests are a waste of resources. The best results come from testing no more than 5 users and running as many small tests as you can afford."

Jakob Nielsen, March 19, 2000

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Raluca Budiu on February 9, 2014

Senior Researcher at Nielsen Norman Group

"[…]the usability requirements increase as the

platform shrinks.

Smaller screens equal bigger needs to test your

design with real users, because there are more

ways for users to fail."

o How do I record the screen of the mobile?

o How do I record the user interaction with

touch, swipe, etc.?

o How can the moderator see the screen?

Therefore, you can record with an external

camera.

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Users should be tested on a device they are familiar with.

Otherwise, you would test the usability of the device, not of the application.

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http://www.tobiipro.com/product-listing/mobile-device-stand/

Task: Please change the background image on the Home Screen.

User goes to Display. Excitement remains constant Frustration increases slightly.

User struggles within Display menu and goes back to Home Screen. Frustration increases. Excitement decreases.

User discovers the shortcut. Frustration decreases. Excitement increases.

1 3 2

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2

3

Frustration Excitement

Source: eye square GmbH

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Anybody Can Do Usability http://www.nngroup.com/articles/anybody-can-do-usability/

"Usability is like cooking: everybody needs the results, anybody can do it reasonably well with a bit of training, and yet it takes a master to produce a gourmet outcome."

Jakob Nielsen, December 21, 2009

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o A mobile phone with internet

o A user

o A moderator

o A note taker

o A task scenario (provided)

o A test script (provided)

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Come together in groups of approx. 5 people (4 groups).

Decide who will be the moderator, the user, and the note takers.

The moderator conducts the testing with the user. All note-takers are taking notes.

Discuss and summarize findings. Make a list of found problems with post-its. Choose a presenter for your group who will present the notes and put them on the wall.

3 minutes: Defining the roles

15 minutes: Conducting usability test

12 minutes: Discussing and summarzing findings, make a list

5 minutes each group: Presenting findings

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Total time: 50 Min.

o Are there patterns in the findings?

o How could we summarize them?

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• Suitability for the task

• Suitability for learning

• Suitability for individualisation

• Conformity with user expectations

• Self descriptiveness

• Controllability

• Error tolerance

User

System Task

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1 Visibility of system status

Keep users informed about what is going on.

2 Match between system and the real world

Speak the users' language. Follow real-world conventions; information in a natural and logical

order.

3 User control and freedom

Give a clearly marked "emergency exit" to leave unwanted states, support undo and redo.

4 Consistency and standards

The same words, situations, or actions should mean the same thing. Follow conventions.

5 Error prevention

Better than good error messages is a design which prevents a problem. Eliminate error-prone

conditions or offer a confirmation option before users perform critical actions.

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6 Recognition rather than recall

Minimize the user's memory load. The user should not have to remember information.

7 Flexibility and efficiency of use

Support inexperienced and experienced users (e.g. short cuts for frequent actions).

8 Aesthetic and minimalist design

No information which is irrelevant or rarely needed.

9 Help users recognize, diagnose, and recover from errors

Error messages in plain language, indicating the problem, suggesting a solution.

10 Help and documentation

Provide help and documentation, easy to search.

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How likely is it that you would recommend this website to a friend or colleague?

Please rate from 0 to 10:

not at all 0 1 2 3 4 5 6 7 8 9 10 for sure

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The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters.

Detractors Passives Promoters

1. I think that I would like to use this system frequently

2. I found the system unnecessarily complex

3. I thought the system was easy to use

4. I think that I would need the support of a technical person to be able to use this system

5. I found the various functions in this system were well integrated

6. I thought there was too much inconsistency in this system

7. I would imagine that most people would learn to use this system very quickly

8. I found the system very cumbersome to use

9. I felt very confident using the system

10. I needed to learn a lot of things before I could get going with this system

42 © Digital Equipment Corporation, 1986.

strongly disagree 1 2 3 4 5 strongly agree

www.smiling.club

sabrina@smiling.club

+44 755 484 38 71

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SabrinaDuda

www.linkedin.com/in/SabrinaDuda

@SabrinaDuda