the relevance of ux models and measures
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The relevance of UX models and measures
I-UxSED 2010
Asbjørn FølstadSINTEF
Can simple rating scales and commenting mechanisms improve the relevance of UX measurement?
Some usability components of the early 90’s
Efficiency
Helpfulness
Affect
Control
Learnability
Satisfaction
Memorability
Error rate
Effectiveness
Usability component examples from J. Nielsen (Usbility engineering) and SUMI
Complex subjective usability measures
Example: SUMI• Software usability measurement inventory
• Questionnaire to be filled out by users
• Covers five usability components• Efficiency• Affect• Helpfulness• Control• Learnability
• Respondent to answer 50 (!) items
SUMI questionnaire: http://sumi.ucc.ie/en/
A consequence of complex models and measures?
[T]he measurement of satisfaction seems in a state of disarray […] The diversity of words used in five-point or seven point semantic differentials or Likert-type rating scales is simply astonishing […] Of the 112 studies that measure satisfaction […] only twelve studies employ standardized questionnaires.
Could the same happen to UX models and measures?
Flow
Engagement
Motivation
Trust
Beauty
Goodness
Hedonic quality
Pragmatic quality
Affect
(The growing number of proposed UX components may suggest so)
”UX-measures” in the real world
Data on users’ experience
collected through a rating
scale and a free text field
”UX-measures” in the real world
Data on users’ experience
collected through a rating
scale and a free text field
”UX-measures” in the real world
Data on users’ experience
collected through a rating
scale and a free text field
Suggestion: Maybe HCI researchers could study and use ...
Simple UX measures and ad-hoc models
Rate(single scale)
Users:
Usability professional:
Explain(free text)
AnalyzeAd-hoc model
with key aspects
Case example:
User feedback on concepts through a simple rating scale and a free text field
Design brief: New concepts for textbased communication on mobile phones
Concepts by J.O. Eikenes, L.M. Vedeler andT. Tveterås, the Oslo School of Architecture and Design
Case example:
User feedback on concepts through a simple rating scale and a free text field
Design brief: New concepts for textbased communication on mobile phones
Concepts by J.O. Eikenes, L.M. Vedeler andT. Tveterås, the Oslo School of Architecture and Design
MESSAGES AT LOCATIONS
Case example:
User feedback on concepts through a simple rating scale and a free text field
User rating and free text feedback indicated potential UX issues
Ad-hoc model components in this particular case could include:- Privacy- Reliability- Utility
Theoretical implicationsFrom the field of Marketing• Bergkvist & Rossiter (2007)
• Multi-item measures de-facto standard in research
• Following Churchill (1979)
• Practitioners use single-item measures
• Empirical trial of multi-item vs. single-item measures inducate no difference in predictive validity
• … when measuring concrete and singular objects
• Attitude toward ad• Attitide toward brand
Could UX be seen as concrete and singular?(The spread of single-item measures in the real world may indicate so)
And could ad-hoc UX model components be seen as the user’s rationalization of their UX?(Thereby indicating relevant issues for redesign)
So – what is your UX of this presentation?
What do you like / dislike?
Submit
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