visualizing user feedback

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See it to believe it.Eva Kaniasty UX Consultant @kaniasty

Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16

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•Live Sessions •Video/Audio Recordings •Notes •Transcripts •Raw data

Challenge of UX Research


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Data Overload


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•Designing the Analysis •Designing for Action •Bias Reduction •Strategic Thinking

Role of the Researcher


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Why Visualize?

• Empathize • Summarize • Act

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EMPATHIZE

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People


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FacesReal People vs. Shiny Happy People

! "uifaces.com

Sarah Sophisticate

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2Helen Healthy

http://uifaces.com


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User Summaries

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Profiles Personas• Age Range: 18-40 (60%

are < 25)

• 80% male

from uifaces.com

http://uifaces.com


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Categories

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♀ 5 Female ♂ 5 Male

%4 on Laptops &

4 on Smartphones (4 iPhone, 3 Android, 1 Windows Phone)

!

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Stories


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Video


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StoriesVideos

!"

Synopsis Have you ever wondered what would happen if you did a usability test on fruit? We did. Blink Interactive created this funny look at something near and dear to our hearts - usability testing. We hope you enjoy it. For more information about our services, please visit http://www.blinkux.com.

Coding & Tagging Pass: Oranges, Apples, Bananas Fail: Pineapples

http://www.blinkux.com


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Quotes

“Not how long, but how well you have lived is the main thing.” ~ Seneca

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SUMMARIZE

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PaOerns


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SemanPc PaOernsFrequency Diagrams

"!


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SemanPc PaOernsSemantic Differentials

Disorganized Organized

Outdated Confusing

Confusing Clear


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Numerical PaOerns

1 2 3 4 5 6 7

TASK 1

TASK 2

TASK 3

Rating Scales

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Numbers


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Visual ComparisonsTask Completion

! "


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Numerical Summaries•Counts (7 of 9 participants…)

•80% of participants…

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StaPsPcal AnalysisEase of Use Rating

n=8 Confidence Level: 90% !

80%rated above average

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Benchmarking

SUS yields a single score per parBcipant. Users are more likely to recommend websites that score above 80 on the SUS.

CREDIT: Sauro - MeasuringUsability.com Credit: Tullis & Albert - Measuring the User Experience ! !!

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System Usability Scale

http://measuringusability.com

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ACT

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PrioriPzaPon


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•Visual Scales (((( ) | """ * | ⋆⋆⋆⋆) •Positive/Negative Scales (+ / -) •Categorical Scales (High / Medium / Low)

Severity RaPngs


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Severity RaPngs - ExampleFindings • The checkout process worked well. 7/8 participants

were able to successfully purchase tea. (Positive) • All 4 mobile participants initially had trouble noticing

the hamburger nav. 1 never found it. (High) • Less tea-savvy participants (2/8) had difficulty

discovering new teas. (Low)


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Findings • The checkout process worked well. 7/8 participants

were able to successfully purchase tea. )

• All 4 mobile participants initially had trouble noticing the hamburger nav. 1 never found it. (((

• Less tea-savvy participants (2/8) had difficulty discovering new teas. (

Severity RaPngs - Example

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CollaboraPon


Rainbow Spreadsheet

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Live Analysis

h.ps://www.smashingmagazine.com/2013/04/rainbow-spreadsheet-collaborative-ux-research-tool/


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Problem-Solvingvs. SolutionsRecommendations

• Reduce the number of options in dropdown X

• Consider blah blah blah blah…


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Building ConsensusDot Voting

Solution 3

Solution 2

Solution 1

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SUMMARY


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VisualizaPon Mistakes1. Implying statistical significance 2. Over-aggregation 3. Comparing apples to oranges 4. Leaving out context 5. Adding meaningless visual noise 6. Poor usability


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Designing VisualizaPonsPrototyping


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•OpBmalWorkshop Reframer (Tagging) •UX Gofer •Dedoose •NVIVO •dScout mobile diary studies •Excel

QualitaPve Analysis Tools


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•Font Awesome (iconography) •Infogr.am •plot.ly •Excel •Powerpoint/Keynote •Photoshop/Illustrator

VisualizaPon Tools

http://plot.ly


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" [The area of the brain which lights up when we experience beauty is] involved in our

emotions, our feelings of reward

and pleasure, and our ability to make decisions.

http://www.wired.com/2011/07/why-does-beauty-exist

Make Things PreOy

http://www.wired.com/2011/07/why-does-beauty-exist

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Thank You!

Happy Visualizing!

CREDIT

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Bonus


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NavigaPon PaOernsPath Analysis

1. Scroll to cover photo [Bu.on] 2. Click cover photo to select season 3. Scroll through all episodes visible on screen 4. View More Episodes 5. Scroll through 9 more episodes (Lisbon is not in this

season) 6. Click on one of the episodes to find out the year (it’s

2010) 7. Mentally calculate that Lisbon must be in season 8 8. Click Return 9. Click more seasons 10. Click to scroll to season 8 (8x) 11. Click season 8 12. Scroll 6x, reviewing each episode name 13. Click to select Lisbon Episode [ realize I do not own

this season] [ decide to purchase season] 14. Click more options [There are 10 options on this

screen, none of them to buy the whole season] 15. Click return (there is no option to purchase the

season on this screen) 16. Click return again (back on level 1 listing all

seasons) 17. Click 2x , then click 1x to get into Season 6 (I made a

mistake, Lisbon is actually in season 8, not 6, but on this screen I see the purchase option even though it also says I own this season)

18. Click return 19. Click season 8 (no option to purchase, no idea why)

[…]

Task Scenario (Amazon Video app): You are going to Europe this summer, and one of the cities you will be visiting is Lisbon. Find Anthony Bourdain’s No Reservations episode about Lisbon. You already used IMDB to find out that the episode aired in 2012.


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1. Visibility of system status

2. Match between system and the real world

3. User control and freedom

4. Consistency and standards

5. Error prevention

Standards (HeurisPcs)

6. Recognition rather than recall

7. Flexibility and efficiency of use

8. Aesthetic and minimalist design

9. Help users recognize, diagnose, and recover from errors

10.Help and documentation

Nielsen Norman (1990/1994)


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•Body Level One –Body Level Two •Body Level Three –Body Level Four »Body Level Five

Adapted Standards1. Terminology Use jargon-free, familiar terminology.

2. Efficiency Design for maximum task efficiency.

3. Consistency Follow existing guidelines and design patterns.

4. Memory Load Reduce need for memorization and mental calculations.

5. Error Handling Facilitate error prevention and recovery.


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Standards - Example

Path Step Standards Review

User: Echo, what’s the word of the day? 1

Echo: You need to enable the Daily Word Skill in the Alexa app before you can use it.

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(-) Efficiency Echo is not aware that the user has enabled the required skill, and instead gives a misleading instruction.

User: I did enable it! 3

Echo: <No Response> 4

(-) Error Handling (-) Efficiency Echo does not ‘listen’ to follow-up questions or comments. If a command fails, the user has to repeat the wake word to begin another attempt.

Amazon Echo Task: You have enabled the Word of the Day skill. Ask Alexa for today’s word.

visualizing user feedback

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