UX from 30,000ft - COMP33512 - Lectures 15 & 16 - Week 8 - 2013/2014 Edition #comp33512

Preamble Recap Techniques Break! Tools of the Trade Wrapping Up

The User Experience

from 30,000ft#comp33512

Week 07 – Lectures 15/16

Simon Harper

University of Manchester

Semester 2 – 2013/14

last update: March 19, 2014

The User Experience from 30,000ft 1 / 22


UX Pop Quiz

1. What is the scientific method and why is it important?

2. What do we mean by internal and external validity?

3. What is the single most important reason for having a set of

ethical procedures?

4. What are the eight key ethical principles (give a brief

rationale for each)?

5. Why is conforming to scientific principles key to good ethical

designs?

The User Experience from 30,000ft Preamble 2 / 22


Recap – Hat Racks for Understanding #1

Data Collection/Analysis

The User Experience from 30,000ft Recap 3 / 22



Data Collection/Analysis

I Participant Observation;

I Task Analysis;

I Focus Groups;

I Interviews;

I Social; and

I Archive.




Dissemination




Dissemination

I User Stories;

I Use Cases;

I Persona;

I Scenario;

I Wireframe;

I Mock-up / Wizard of Oz;

I Storyboard;

I Flow Chart;

I State Transition / State Machine; and

I UML.



Expert Evaluation via the Audit

I Walkthroughs; and

I Heuristic Evaluation.

Think!Kinds of questions you are asking, expertise of the ‘expert’.

The User Experience from 30,000ft Techniques 5 / 22


What Questions Would YOU Ask?



Fieldwork

I In-Situ / In the Wild;

I Anthropological - small sets of people.

Difference is in the intention - Not to inform design - but to

evaluate the correctness!



Unobtrusive

Problems with ’normal’ Observation.

Guinea Pig: people feel like guinea pigs, therefore

change their behaviour patterns;

Role Selection: participants see the experimenter as

having an elevated status, therefore

following that experimenters lead;

Measurement as Change: aspects of experiment introduces real

changes, and

Response Sets: respondents will more frequently

endorse a statement than disagree with

its opposite.

Design criteria to avoid these.



What Criteria Would YOU Enact?



Longitudinal Observation

Observation of user behaviour when interacting with applications

and the Web – especially for the skill gaining process – is better

observed at a longitudinal fashion. This statement is founded on

the fact that increased intervals enable the consolidation of

declarative knowledge in long-term memory, where consolidation

does not happen automatically and it is not determined at the

time it has been learned. In order to gain insights into the user

experience in the context of your development, we should conduct

a longitudinal analysis of those users if at at all possible.



Let’s Have a Break!

Back in 10 Minutes!

Come see me now if you have

Questions Regarding this Lecture!

The User Experience from 30,000ft Break! 11 / 22


Quantitative

Time etcLaboratory, experimental - not well used in company based UX.

Card Sorting

Sorting representations into an order based on some criteria.

Triadic elicitationUnderstand differences which are not immediately obvious.



Analytics

PULSE Page views, Uptime, Latency, Seven-day

active users, and Earnings and

HEART Happiness, Engagement, Adoption,

Retention, and Task success.

Notice Anything?



Analytics

Figure: ‘Google Analytics’The User Experience from 30,000ft Break! 13 / 22


Analytics

Experience monitoring a qualitative representation of a single

session

Mindshare goals qualitative measures such as awareness,

branding effectiveness.

Customer support responsiveness and Customer satisfaction

evaluation.



Analytics

Figure: ‘Facebook Happiness Measure’



Think-Aloud

Classic of the UX evaluation process evolving mainly from design

based approaches. It produces qualitative data and often occurs

as part of an observational process, as opposed to a direct

measurement of participant performance, as would be normal in

laboratory settings.



Co-Operative Evaluation & Participatory Design

Enabling each individual to fully interact within the discussion

process while the UX specialist remains outside of the discussion

just acting as a facilitator for the participants views and thoughts

is a key factor in the process design.

Think Pair-Programming with Users!



Survey Questionnaires – Reprise

Figure: ‘Survey’



The Great Measurement Debacle of 2012

Nominal Scale: Which denotes identity;

Ordinal Scale: Which denotes identity and magnitude;

Interval Scale: Denotes identity, magnitude and has the benefit of

equal intervals; and

Ratio Scale: Which has the positive properties of the three we

have already seen as well as a true zero point.



Hybrid Methods

...known also as mixed methods or triangulation

Are terms used to denote the use of many complimentary

methods because the UX specialist recognises the inadequacies of

a single method standing alone. Indeed, the hallmark of being a

field practitioner is flexibility in relation to theoretical and

substantive problems on hand.



Tools of the Trade

Pen and Paper

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Tools of the Trade

Field Audio



Tools of the Trade

Field AV



Tools of the Trade

Electro-Encephalo-Graphy (EEG)

Figure: ‘EEG’



Tools of the Trade

Eye-Tracking

Figure: ‘Eye Tracking’



Tools of the Trade

Galvanic Skin Response

Figure: ‘GSR’



Pop Quiz for next week...

1. What are qualitative methods and how do they differ from

quantitative ones?

2. What are the key problems with laboratory based work?

3. What problems may exist when undertaking single method

evaluation?

4. Why is co-operative evaluation different from other methods?

5. What tools are at the disposal of the ‘poor’ UXer?

The User Experience from 30,000ft Wrapping Up 20 / 22


To Do for next week...

1. Revision Questions;

2. Pop Quiz, Discuss Next Week; and

3. Read your notes.



Any Questions?

Simon Harper 2.44 Kilburn Building

0161 275 0599 (OR x50599)

[email protected]

Office Hours: Friday 14:00–18:00

Figure: ‘Still Here!’


[email protected]

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UX from 30,000ft - COMP33512 - Lectures 15 & 16 - Week 8 - 2013/2014 Edition #comp33512