Desirability and Preference Testing - UPA International 2011

Editor's Notes

• #5: Impacts a product's or application's perceived:UtilityUsabilityCredibility
• #7: If users have a positive impression of the design aesthetics, they are more likely to overlook or forgive poor usability or limited functionality. With a negative impression, users are more likely to find fault with an interaction, even if a product’s overall usability is good and the product offers real value.
• #8: High desirability feeds into the motivational factors that help trigger target behavior.
• #9: High desirability feeds into the motivational factors that help trigger target behavior.
• #11: The simplicity of the question doesn’t work well with larger numbers of design options, especially if some are highly similar
• #12: People can have a difficult time articulating what it is about a design they like or dislike
• #13: The whys are important for stakeholder acceptance (branding guidelines)Business sponsors and stakeholders often want substantial customer feedback to assure them a given direction is correct.
• #15: TriadingQualitative interview technique that reveals constructsElicits attributes that are important to users in their vocabularyResearcher asks the participant to identify how two of the three examples are different from the thirdIn typical user research interviews, a researcher asks participants about their thoughts on a defined list of topics. The disadvantage of this approach is that the researcher may be inquiring about topics that are of little value or significance to the experience of the participants. Generally, participants will dutifully answer questions about any topics we ask them about, without thinking more broadly, going beyond the limits our questions impose, or interrupting us to tell us about dimensions that may be more relevant to them. Participants assume researchers are interested in studying the particular topics they’ve included in their interview scripts and don’t raise other issues that might be more pertinent to their overall experience with a product or potential design.Triading is a method that allows a researcher to uncover dimensions of a design space that are pertinent to its target audience. In triading, researchers present three different concepts or ideas to participants and ask them to identify how two of them are different from the third. Participants describe, in their own terms, the dimensions or attributes that differentiate the concepts. Participants follow this process iteratively—identifying additional attributes they feel distinguish two of the concepts from the third until they can’t think of any other distinguishing factors. By repeating this process across multiple participants, researchers can see trends that define audience segments or personas.The benefit of this process is that it uncovers dimensions of a particular domain that are important to the target audience rather than the researcher or designer. In addition, the dimensions participants identify are generally emotional aspects that it is important for experience designers to consider. For example, participants may describe differences in groups as “warm” versus cold” or business-like” versus fun.” Designers can then use the most relevant or common dimensions as inspiration for further design and exploration.
• #16: Benefits – straightforward and easy to administer on a large scaleNegatives – if you want to pick more than a clear winner but rather understand the emotional connections/reactions to each design this will not lend itself to that.
• #17: Obvious examples are consumer electronics or other retail productsAlso appropriate for applications in healthcare, insurance, financial, travel, etc.
• #18: 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
• #19: Respondents are being asked: "To which extent do the feelings expressed by the characters correspond with your own feelings towards the stimulus?“Building on the responses of many people allows you to abstract valuable data pertaining to the emotional performance of your website, product, service.
• #25: “luxurious, approachable, friendly, capable, multi-cultural/inclusive, established”
• #28: “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 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 continue to navigate the site to learn more. “
• #29: “Men don’t really go with children… where there’s a baby, there must be a mother.”“My initial reaction to the website is that it seems very clean and modern. I like the layout, it looks like its easy to find information.”
• #30: “I felt love. I saw a mother holding a child…that’s pretty touchy. The site looks good, and it makes the hospital trustworthy.”“My initial reaction was that the hospital is represented by a caring, warm and friendly website.”
• #57: *** review no big fonts **
• #71: Evolution of how the document separates from the header and tools, and related topics on right
• #74: In order of ascending practicality
• #76: In order of ascending practicality