Welcome

Chiushun Dan(Dan)’s

Human Factors Research Portfolio

Who am I

• I am a human factors/Usability researcher

• My research experiences are very diverse, ranging from human performance in cockpit to usability research of websites and consumer products

• I enjoy collaborating with visual/interactive designers, engineers, PMs

My Research Philosophy-1

• I am as strong as my data

– Garbage in, garbage out

– Always plan studies carefully

My Research Philosophy-2

• Triangulation of data collection

Qualitative & Quantitative

Self Report & BehaviorSubliminal & Conscious

Data

My Research Philosophy-3

• Be part of the big picture

– Deliver evidence-based info to assist decision making

– Respect all teams’ concerns

– PERSIST but also COMPROMISE

A brief history of mine

2007 2008 2009 2010 2011 2012 2013 Present

UndergraduateApplied Psyc

Ebay China, Online Trust Research

Master in Aviation Human Factors@ Florida

Tech

Master in HCI/PhD in Engineering Psyc@ Georgia Tech

Photo-grapher

Research Assistant @GT Human Factors and

Aging Lab

Coop@GE Appliances

Thesis: The effects of time of automation failures and expectation on trust in automation.

Thesis: Visual attention allocation in a multi-tasking environment

Achievements:Develop MultitaskingTest platform: STEP 1

Usability Review of remoteMower control room design

AchievementsEstablish readability test procedure2

Redesign GE service website3

Usability Test remote control Appliance App4

Define touch interface specs

Achievement:Modeling trust formation for Ebay users

Note: 1,2,3,4 are Clickable Shortcut in MS Powerpoint

Research Example: Ebay China

• Background – EBay's business was

stagnant in China.

• Research questions:– What information do

online shoppers look for?

– How do they develop trust in sellers?

Methods-Ebay

• Data Collection: Lab Experiment – Orthogonal Experimental Design

• Sampling– 60, Convenient sampling with screening criteria

• Measurements– Subjective report trust questionnaire (Likert-scale)

• Good reliability, Cronbach alpha>.80

– Structured Interview

Thinking Process-Ebay

• Why Lab experiment (instead of other methods such as web-analytics, interview… )?1. Establish a quantitative model

2. Explore causal relationship

3. Test hypothesized designs

• Use orthogonal design– Large amount of treatment combinations(30+) of

independent variables

Early Trust Development

Institution Based Trust(i.e., Buyer Protection)

HistoryRelation Based Trust (i.e.,Friendship)

Institution

Follow-up Trust Development

Purchase

Explanations:1. Sellers’ History(feedbacks) accounted for little variance initially.

2. Institution based trust(i.e., Paypal) is the key to the early development of trust.

3. Relation based (emotional trust) trust gradually develops, which is reinforced by seller-buyer interaction and transactions.

Online Trust Development Model-Ebay

Wrap-up: Ebay China

• Recommendations:– For Chinese buyers, history of sellers yields little trust

• Stop creating complicated metrics of seller’s history

• No need to highlight reputation data

– Institution, buyer protection, is overwhelmingly important .• Paypal must be implemented quickly and successfully

– Should allow communications between sellers and buyers• Stop blocking communication between buyers and sellers

• Encourage buyers-sellers interaction to boost trust

Research Example:Redesign of GE Service Website

• High drop-off rate when scheduling service online (shown right)

• Objectives: Improve online scheduling completion rate– Reduce call center workload

– Improve dispatch efficiency

Thinking Process-GE service website

• Four methods were used to collect usability data:

SubjectiveData

ObjectiveData

Qualitative Data

Quantitative Data

3. Interview

2. Eye tracking

1. Web-analytics 4. Questionnaire

Methods: GE Service Website

• 3 Steps Approach:

Step-2: Eye-tracking/interviewLook into pages that identify In step-1 with internal participants

Step-1: Web-analyticsIdentify specific pain-pointin current design

Step-3: Usability testEvaluate original and redesigned Webpage with external participants

Results 1-GE Service Website

Improvements:1. Reduce visual clutter by deleting meaningless image and inappropriate information

2. Linear scan pattern• Rationales: Eye-tracking data shown a scattered scanpath

3. Provide phone no. across the whole scheduling process

Original Redesigned

Results 2-GE Service Website

Original

Improvements:1. Show availability in a Calendar instead of Radio buttons and Drop-down Menu

• Rationale: Web analytics data suggest a high drop-out rate when selecting date and time

2. Provide fee information upfront• Rationale: Fee is shown as soon as the product info is entered

Redesigned

Results 3-GE Service Website

Original

Improvements:1. Users do not need to provide any information regarding the problem

• Rationale: Relieve users from technical terms and actions.

Redesigned

Wrap-up: GE Service Website

• A wide variety of data collection methods was used to solve usability problems.

• System usability score(SUS) improved by 25 points.

• Completion rate significantly improved.

Research Example: Establish Readability Test Procedures

• Background

• Cost• Tooling• Time• …

• Modern• Sleek• Aha• …

• Profit• Usability• Safety

Engineers want:Current 7- Segments Display

Designers want:Dot Matrix Display

Product Manager want:(Decision Maker)

Background-2: Readability

• Users want:

– Displays should be visible across a room at a glance

Thinking process- Goal of Usability Research

• We want (usability team):

– Facilitate data-driven decision making

• Not to simply offer a result of Winner/Loser

• A test method that benefits similar studies in future

– Take considerations for all scenarios/Users

• Close-up view Vs. Distal view

• Numbers, Letters(Both UPPER and lowercase)

• Users with different visual acuity

Research Design

• Materials:

– Inspired by the visual acuity test, I create a series of revised “eye charts”

– Instead of testing eyes, they test readability

Why resemble visual acuity test

• Standard test procedure– Quick– Inexpensive

• Comprehensible Results– 20/20 Vs. Image size on retina

• Quantitative in nature– High granularity – Comparable between tests

Research Design

• Within subjects design, 9 conditions

– Fully randomized eye chart, no learning/carryover

– Maximize test stats power

Research Design

• Measurements/Metrics

– Maximum legiblility rating (e.g., 20/20,20/40)

– Comfortable legibility rating

• “At which line you are still able to read effortlessly and comfortably at a glance?”

– Subjective preference(ranking order)

• Dots Vs. 7 Segments Vs. Solid(LCD)

Results

• The Dot matrix requires XX%1 larger size to achieve equivalent readability of 7 segs.

Or

• 7 segs can provide X2 feet more visible range for people with 20/20 vision

Note: 1,2 Non-disclosure data

Wrap-up: Establish Readability Test Procedures

• A detailed, quantitative, and easy to understand result for all teams.

• A new testing methods for evaluating display and typography

Research example- Usability review of GE Brillion App

• Brief: GE Brillion app allows users to control appliances with smart phone

• What I did?• Define info architecture

• Heuristic evaluation

• 1-on-1 verbal protocol test

• Manage external consulting service

Research Example-Persona: A couple of Millennium Generation

Research Example: STEP for John Deere

• STEP: Simultaneous Task Environment Platform (Youtube Demo)

– A test platform contains basic cognitive tasks that are essential for machine operators.

• What I did?

– Identify related tasks

– Prototype

– Debug

– Manage development

• Due to non disclosure agreement, some materials are selectively presented.

• Feel free to contact me @

– Mobile: 321-474-9633

– cdan1984@gmail.com

to discuss projects in more details

Thanks

for viewing!