UX Research

1. UX Research
2013.5.13
InnoUX CEO 최병호
InnoUX@InnoUX.com, @ILOVEHCI

2. © 2013 InnoUX & Innodesign All rights reserved.UX 리서치
Table of Contents
• Big Thinking
• Definition
• Case Study
• Methodology
 Overview
 Contextual Inquiry
 Diary Study
 Field Study
 Card Sorting
 Usability Test
 Remote Test
 Eye Tracking
 Heuristic Evaluation
 Cognitive Walkthrough
• 12가지 이노베이션 게임 기법 소개
• References
1

3. Big Thinking

4. 해석해본다면, 짂실은…

5. 해석해본다면, 짂실은?
편견이 빚은 사실 왜곡, 이상핚 통찰…

6. 면접관의 컵으로
의사결정을 조작핛
수 있다?... 그렇다면?
실험 결과의 유도:
무지의 소치,
정치의도의 개입

7. 4 Common Biases
in Customer Research
• Confirmation Bias
• Framing Effect
• Observer-expectancy Effect
• Recency Bias

8. Confirmation Bias
Your tendency to search for or interpret
information in a way that confirms your
preconceptions or hypotheses.

9. Framing Effect
When you and your team draw different
conclusions from the same data based on your
own preconceptions.

10. Observer-expectancy
When you expect a given result from your
research which makes you unconsciously
manipulate your experiments to give you that
result

11. Recency Bias
This results from disproportionate salience
attributed to recent observations (your very last
interview) – or the tendency to weigh more
recent information over earlier observations

13. 과학자의 태도로,
UX/UI 디자인과
리서치에 임핚다면,
권위 부정, 실험,
도약, 권위 도전
수용, 오픈 마인드?!

14. http://j.mp/10moy77
밥
실무
교양
장인
전문가
리서처
…
혹독한 훈련
인디언 훈련
디테일
…
매니저
아웃소싱
의사결정
…
기초 훈련

16. Market Research
User Research
UX Research
Customer Research

18. Definition

33. http://www.nngroup.com/articles/return-on-investment-for-usability/

34. Case Studies

35. Methodology:
Overview

38. You need to gather:
• Factual information
• Behavior
• Pain points
• Goals
You can document this on the persona validation board
As well as…
Photos, video, audio, journals…document everything

39. http://www.nngroup.com/articles/how-many-test-users/

40. http://www.nngroup.com/articles/how-many-test-users/

41. http://www.nngroup.com/articles/how-to-conduct-a-heuristic-evaluation/

42. http://www.nngroup.com/articles/guerrilla-hci/

43. http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/

44. http://www.nngroup.com/articles/how-many-test-users/
http://www.nngroup.com/articles/quantitative-studies-how-many-users/
http://www.nngroup.com/articles/outliers-and-luck-in-user-performance/
http://www.nngroup.com/articles/card-sorting-how-many-users-to-test/

47. 46
Types of Research Methods
Quantitative
Qualitative
Generative Evaulative
12 fMRI Brain Imaging
10 Eye Tracking
6 Lab-Based Testing
8 Professional
Heuristics
1 Contextual Observation
2 Remote Ethnography
11 Online UX Concept Surveys
9 Online Card Sorting
7 Large Sample On-Line Behavior Testing
5 Ergonomic Observation
4 Focus Groups

48. http://www.nngroup.com/articles/which-ux-research-methods/

49. 48
Methodology: Contextual Observation/Ethnography
► Business problem
► How are people actually using products versus how they were designed?
► Description
► In-depth, in-person observation of tasks & activities at work or home. Observations
are recorded.
► Benefits
► Access to the full dimensions of the user experience (e.g. information flow,
physical environment, social interactions, interruptions, etc)
► Limitations
► Time-consuming research; travel involved, Smaller sample size does not provide
statistical significance, Data analysis can be time consuming
► Data
► Patterns of observed behavior and verbatims based on participant response,
transcripts and video recordings
► Tools
► LiveScribe (for combining audio recording with note-taking)
Cost / respondent: Low – Moderate – High
Statistical validity: None – Some – Extensive

53. 52
Methodology: Remote Ethnography
► Business problem
► How are people actually using in their environment in real-time?
► Description
► Participants self-record activities over days or weeks with pocket video cameras or
mobile devices, based on tasks provided by researcher.
► Benefits
► Allows participants to capture activities as they happen and where they happen
(away from computer), without the presence of observers. Useful for longitudinal
research & geographically spread participants.
► Limitations
► Dependence on participant ability to articulate and record activities, Relatively high
data analysis to small sample size ratio
► Data
► Patterns based on participant response, transcripts and video recordings
► Tools
► Qualvu.com
Cost / respondent: Low – Moderate – High
Statistical validity: None – Some – Extensive

54. 53
Methodology: Large-Sample Online Behavior Tracking
► Business problem
► Major redesign of a large complex site that is business-critical?
► Description
► 200-10,000+ respondents do tasks using online tracking / survey tools
► Benefits:
► Large sample size, low cost per respondent, extensive data possible
► Limitations
► No direct observation of users, survey design complex…other issues
► Data
► You name it (data exports to professional analysis tools).
► Tools of Choice
► Keynote WebEffective, UserZoom,
Cost / respondent: Low – Moderate – High
Statistical validity: None – Some – Extensive

55. 54
Methodology: Lab-based UX Testing
► Business problem
► Are there show-stopper (CI) usability problems with your user experience?
► Description
► 12-24 Respondents undertake structured tasks in controlled setting (Lab)
► Benefits
► Relatively fast, moderate cost, very graphic display of major issues
► Limitations
► Small sample, study design, recruiting good respondents
► Data
► Summary data in tabular and chart format PLUS video out-takes
► Tools
► Leased testing room, recruiting service and Morae (Industry Standard)
Cost / respondent: Low – Moderate – High
Statistical validity: None – Some – Extensive

57. 56
Methodology: Eye-Tracking
Business Problem
Do users see critical content and in what order?
Description
Respondents view content on a specialized workstation or glasses.
Benefits
Very accurate tracking of eye fixations and pathways.
Limitations
Relatively high cost, analysis is complex, data can be deceiving.
Data
Live eye fixations, heat maps…etc.
Tools of Choice
Tobii - SMI
Cost / respondent: Low – Moderate – High
Statistical validity: None – Some – Extensive

58. 57
Methodology: Automated Online Card Sorting
► Business problem
► User’s cannot understand where content they want is located?
► Description
► Online card sorting based on terms you provide (or users create)
► Benefits
► Large sample size, low cost, easy to field
► Limitations
► Use of sorting tools confuse users, data hard to understand
► Data
► Standard cluster analysis charts and more
► Tools of Choice
► WebSort…and others
Cost / respondent: Low – Moderate – High
Statistical validity: None – Some – Extensive

59. 58
Methodology: fMRI (Brain Imaging)
► Business Problem?
► What areas of the brain are being activated by UX design
► Description
► Respondents given visual stimulus while in FMRI scanner
► Benefits
► Maps design variables to core functions of the human brain
► Limitations
► Expensive and data can be highly misleading
► Data
► Brain scans
► Tools
► Major medical centers and research services (some consultants)
Cost / respondent: Low – Moderate – High
Statistical validity: None – Some – Extensive

60. 59
Methodology: Professional Heuristics
► Business problem
► Rapid feedback on UX design based on best practices or opinions
► Definition
► “Heuristic is a simple procedure that helps find adequate, though often imperfect,
answers to difficult questions (same root as: eureka)”
► Benefits
► Fast, low cost, can be very effective in some applications
► Limitations
► No actual user data, analysis only as good as expert doing audit
► Data
► Ranging from verbal direction to highly detailed recommendations
► Tools of Choice
► Written or verbal descriptions and custom tools by each experts.
Cost / respondent: NA
Statistical validity: None – Some – Extensive

61. 60
Methodology: Focus Groups
► Business problem
► What are perceptions and ideas around products/concepts?
► Description
► Moderated discussion group to gain concept/product feedback and inputs; can
include screens, physical models and other artifacts
► Benefits
► Efficient method for understanding end-user preferences and for getting early
feedback on concepts , particularly for physical or complex products that benefit
from hands-on exposure and explanation
► Limitations
► Lacks realistic context of use; Influence of participants on each other
► Data
► Combination of qualitative observations (like ethnographic research) with
quantitative data (e.g. ratings, surveys)
► Tools
► See qualitative data analysis
Cost / respondent: Low – Moderate – High
Statistical validity: None – Some – Extensive

62. A / B Testing
What
A testing procedure in which two (or
more) different designs are evaluated in
order to see which one is the most
effective. Alternate designs are served to
different users on the live website.
Why
Can be valuable in refining elements on a
web page. Altering the size, placement, or
color of a single element, or the wording
of a single phrase can have dramatic
effects. A / B Testing measures the results
of these changes.
Resources
A/B testing is covered in depth in the book
Always Be Testing: The Complete Guide to
Google Website Optimizer by Bryan
Eisenberg and John Quarto-von Tivadar.
http://www.testingtoolbox.com/
You can also check out the free A/B
testing tool Google Optimizer.
https://www.google.com/analytics/siteopt/pr
eview
A / B Testing
http://www.flickr.com/photos/danielwaisberg/

63. Kano Analysis
What
Survey method that determines
how people value features and
attributes in a known product
domain. Shows what features are
basic must-haves, which features
create user satisfaction, and which
features delight.
Why
Allows quantitative analysis of
feature priority to guide
development efforts and
specifications. Ensures that
organization understands what is
valued by users. Less effective for
new product categories
Kano Analysis

64. Six Thinking Hats
What
A tactic that helps you look at decisions
from a number of different perspectives.
The white hat focuses on data; the red on
emotion; the black on caution; the yellow
on optimism; the green on creativity; and
the blue on process.
Why
Can enable better decisions by
encouraging individuals or teams to
abandon old habits and think in new or
unfamiliar ways. Can provide insight into
the full complexity of a decision, and
highlight issues or opportunities which
might otherwise go unnoticed.
Resources
Lateral thinking pioneer Edward de Bono
created the Six Thinking Hats method.
http://www.edwdebono.com/
An explination from Mind Tools.
http://www.mindtools.com/pages/article/
newTED_07.htm
Six Thinking Hats
http://www.flickr.com/photos/daijihirata/

65. Methodology:
Contextual Inquiry

66. What is
Contextual Inquiry?
65

68. What is Ethnography?
• Defined as:
– a method of observing human interactions in social
settings and activities (Burke & Kirk, 2001)
– as the observation of people in their ‘cultural context’
– the study and systematic recording of human cultures;
also : a descriptive work produced from such research
(Merriam-Webster Online)
• Rather than studying people from the outside, you
learn from people from the inside

69. (Anderson, 1997; Malinowski, 1
967; 1987; Kuper 1983)
Who Invented Ethnography?
• Invented by Bronislaw Malinowski in 1915
– Spent three years on the Trobriand Islands (New
Guinea)
– Invented the modern form of fieldwork and
ethnography as its analytic component

70. (Salvador & Mateas, 1997)
Traditional VS Design Ethnography
Traditional
• Describes cultures
• Uses local language
• Objective
• Compare general
principles of society
• Non-interference
• Duration: Several Years
Design
• Describes domains
• Uses local language
• Subjective
• Compare general
principles of design
• Intervention
• Duration: Several
Weeks/Months

71. Contextual inquiry is a field data-gathering technique
that studies a few carefully selected individuals in
depth to arrive at a fuller understanding of the work
practice across all customers.
Through inquiry and interpretation, it reveals
commonalities across a product’s customer base.
What is contextual inquiry?
~ Beyer & Holtzblatt

72. Contextual Inquiry:
When to do it
Every ideation and design cycle should start with a
contextual inquiry into the full experience of a customer and
his/her.
Contextual inquiry clarifies and focuses the problems a
customer is experiencing by discovering the
• Precise situation in which the problems occur.
• What the problem entails.
• How customers go about solving them.

73. What is your focus?
Who is your audience?
Recruit & schedule participants
Learn what your users do
Develop scenarios
Conduct the inquiry
Interpret the results
Evangelize the findings
Rinse, repeat (at least monthly)
Contextual Inquiry:
How to do it

74. (Nielsen, 2002)
Dos & Don’ts
Don’t
• Ask simple Yes/No
questions
• Ask leading questions
• Use unfamiliar jargon
• Lead/guide the ‘user’
Do
• Ask open-ended questions
• Phrase questions properly
to avoid bias
• Speak their language
• Let user notice things on
his/her own

75. Analyzing
the results
“The output from customer research is not a
neat hierarchy; rather, it is narratives of
successes and breakdowns, examples of use
that entail context, and messy use artifacts”
Dave Hendry
74

76. Research Analysis
What are people’s values?
People are driven by their social and cultural contexts as much as their rational
decision making processes.
What are the mental models people build?
When the operation of a process isn’t apparent, people create their own models of
it
What are the tools people use?
It is important to know what tools people use since you are building new tools to
replace the current ones.
What terminology do people use to describe what they do?
Words reveal aspects of people’s mental models and thought processes
What methods do people use?
Flow is work is crucial to understanding what people’s needs are and where
existing tools are failing them.
What are people’s goals?
Understanding why people perform certain actions reveals an underlying
structure of their work that they may not be aware of themselves.

77. Affinity
Diagrams
“People from different teams engaged in affinity
diagramming is as valuable as tequila shots and
karaoke. Everyone develops a shared
understanding of customer needs, without the
hangover or walk of shame”
76

78. Research Analysis: Affinity Diagrams
Creates a hierarchy of all observations, clustering them
into themes.
From the video observations, 50-100 singular
observations are written on post-its
(observations ranging from tools, sequences, interactions,
work-arounds, mental models, etc)
With entire team, notes are categorized by relations into
themes and trends.

79. Methodology:
Diary Study

82. Customer Validation
Diary Studies help here

83. Users record thoughts,
comments, etc. over time
http://www.flickr.com/photos/vanessabertozzi/877910821
http://www.flickr.com/photos/yourdon/3599753183/
http://www.flickr.com/photos/stevendepolo/3020452399/
http://www.flickr.com/photos/jevnin/390234217/
Interview users
Gather feedback, data
Organise and analyse
(affinity maps, analytics)

84. Participants keep a record of
“When” data
Date & time
Duration
Activity / task
“What" data
Activity / task
Feelings / mood
Environment / setting

85. No one right way to collect data
Structured
Yes/no
Select a category
Date & time
Multiple choice
Unstructured
Open-ended
Opinions / thoughts / feelings
Notes / comments
Combine / mix & match
http://www.flickr.com/photos/roboppy/9625780/
http://www.flickr.com/photos/vanessabertozzi/877910821

87. “Hygiene” aspects
At the beginning
•Introduction / get-to-know-you
•Demographics & psychographics, profiling
•Instructions / Setting expectations
At the end
•Follow-up
•Thanks / token gift
•Reflection

88. Pitfalls
• Belief bias
• Behavior adjustment
• Ramp-up time
• Failure to recall

92. Methodology:
Field Study

99. Methodology:
Usability Test

100. Usability Tests
Start new test
Identify 3-5
tasks to test
Observe test
participants
performing
tasks
Identify the 2-3
easiest things to
fix
Make changes
to site

101. Identify Tasks for the Test
Known
problem
areas
Most
common
activities
Popular
pages
New
pages or
services

102. Recommended Gear
Computer
(or paper prototype)
Screen
recording
software
(or observer)
Microphone
(or observer)

103. Screen Recording Software
Price
Features

104. Staff of One
Recruits test
participants Runs the test
Records the
test
(screen recording
software & mic)
Preps test
environment
before & after
test

105. Staff of Two
Recruits test
participants
Runs the test
#1
Observes the
test
Preps test
environment
before & after
each test
#2

106. Working Through Tasks
Stick to
the script
Encourage
participant
to speak
aloud
Don’t help
the
participant

107. Methodology:
Remote Test

108. New technologies and
techniques allow for
Remote:
– Moderated testing
– Unmoderated testing
– Observation
Irrelevance of
Place

109. Remote Moderated Testing
Products like GotoMeeting allow connections
to the test (or observation) computer to the
Internet. VoIP can carry voice cheaply.
LiveMeeting
WebEx
GoToMeeting
For screen VoIP Audio
Skype
GoogleTalk
Translator
Moderator
Participant
Observers

110. Remote Unmoderated Testing
‘Task-based’ Surveys
> Online/remote Usability Studies
(unmoderated)
> Benchmarking (competitive /comparison)
> UX Dash`boards (measure ROI)
Online Card Sorting
> Open or closed
> Stand alone or
> Integrated with task-based
studies & surveys
Online Surveys
> Ad hoc research
> Voice of Customer studies
> Integrated with Web Analytics data
User Recruiting Tool
> Intercept real visitors (tab or layer)
> Create your own private panel
> Use a panel provider*
Robust Set of Services

111. 110
• Saves time
o Lab study takes 2-4 weeks from start to finish, unmoderated typically takes hours to
a few days*
• Saves money
o Participants compensation typically a lot less ($10 vs. $100)
o Tools are becoming very inexpensive
• Reliable metrics
o Only (reasonable) way to collect UX data from large sample sizes
• Geography is not a limitation
o Collect feedback from customers all over the world
• Greater Customer insight
o Richest dataset about the customer experience
Why Should You Care?

112. 111
Common Research Questions:
• What are the usability issues, and how big?
• Which design is better, and by how much?
• How do customer segments differ?
• What are user design preferences?
• Is the new design better than the old design?
• Where are users most likely to abandon a transaction?
Types of Studies:
• Comprehensive evaluation
• UX benchmark
• Competitive evaluation
• Live site vs. prototype comparison
• Feature/function test
• Discovery
Overview
Typical Metrics:
• Task success
• Task time
• Self-report ratings such as ease of use,
confidence, satisfaction
• Click paths
• Abandonment

113. 112
Full Service Tools – Online Usability Testing

114. 113
Card Sorting / IA Tools

115. 114
Online Surveys

116. 115
Click and Mouse Tools

117. 116
Video Tools

118. 117
Report Tools

119. 118
Expert Review

120. Methodology:
Card Sorting

121. STEPS IN A CARD SORT
1. Decide what you want to learn
2. Select the type of Card Sort (open vs closed)
3. Choose Suitable Content
4. Choose and invite participants
5. Conduct the sort (online or in-person)
6. Analyze Results
7. Integrate results

122. WHAT ARE YOU WANTING TO LEARN?
• New Intranet vs Existing?
• Section of Intranet?
• Whole organization vs single department?
• For a project? For a team?

123. Product
Targets
CRM
Project
Review
CRM
Organizatio
n Chart
Christmas
Party
Walkathon
Results
Year in
Review
Meeting
Vacation
Policy
Pay Days
Vacation
request
form
Year in
Review
Meeting
Product
TargetsCRM
Project
Review
CRM
Organizatio
n Chart
Christmas
Party
Walkathon
Results
Vacation
Policy
Pay Days
Vacation
request
form
OPEN VS CLOSED
Vacation
Policy
Christmas
Party
CRM
Project
Review
CRM
Organization
Chart
Product
Targets
Year in
Review
Meeting
Pay Days
Walkathon
Results
Vacation
request
form
Vacation
Policy
Christmas
Party
CRM
Project
Review
CRM
Organizatio
n Chart
Product
TargetsYear in
Review
Meeting
Pay Days
Walkathon
Results
Vacation
request
form
Company
News
Departments
Human
Resources
Projects
Company
News
Events
Human
Resources
Projects
Company
News
Departments
Human
Resources
Projects
OPEN
SORT
CLOSED
SORT

124. SELECTING CONTENT
Do’s
•30 – 100 Cards
•Select content that can be
grouped
•Select terms and concepts
that mean something to
users
Don’ts
• More than 100 cards
• Mix functionality and
content
• Include both detailed and
broad content

125. ANALYSIS

126. LOOK AT
• What groups were created
• Where the cards were placed
• What terms were used for labels
• Organization scheme used
• Whether people created accurate or inaccurate groups

127. INTEGRATE RESULTS: CREATE YOUR IA
Our Company
Executive Blog
New York
Vancouver
Mission and Values
Projects
Project Name 1
Project Name 2
Project Name 3
Project Name 4
Departments
Executive
Operations
Operations Support
Vessel Planning
Yard Planning
Rail Planning
Finance &
Administration
Human Resources
Corporate
Communications
IT
Community &
Groups
Events
Charitable Campaigns
Vancouver Carpool
Employee
Resources
Vacation & Holidays
Expenses
Travel
Health & Safety
Wellness
Benefits
Facilities
Payroll
Communication Tools
Centers of
Excellence
Project Management
Professionals
Engineering
Terminal Technologies
NAVIS
Lawson
IT
Yard Planning

128. Traditional Card Sort

129. Online Card Sorting

130. Card Sorting is as common as Lab based Usability
Testing
Source: 2011 UxPA Salary Survey

131. Terms & Concepts
• Open Sort: Users sort items into groups and give the
groups a name.
Closed Sort: Users sort items into previously defined
category names.
• Reverse Card Sort (Tree Test) : Users are asked to locate
items in a hierarchy (no design)
• Most Users Start Browsing vs Searching: Across 9
websites and 25 tasks we found on average 86% start
browsing
http://www.measuringusability.com/blog/card-sorting.php
http://www.measuringusability.com/blog/search-browse.php

132. Methodology:
Eye Tracking

133. Set-up of an eye tracking test
User tests are often run in 45 to 60
minute sessions with 6 to 15
participants:
1. Participants are give a number of
typical task to complete, using the
website, design or product you want
to test.
2. The user’s intuitive interaction is
observed, comments and reactions
are recorded.
3. The participant‟s impressions are
captured in an interview at the end
of the test.
132

134. Eye tracking results: Heatmaps
Heatmaps show what participants
focus on.
In this example, „hot spots‟ are the
picture of the shoes, the central entry
field and the two right-hand tiles
underneath.
The data of all participants is
averaged in this map.
133

135. Eye tracking results: Gazeplot
Gaze plots show the „visual path‟ of
individual participants. Each bubble
represents a fixation.
The bubble size denotes the length
or intensity of the fixation.
Additional results are available in
table format for more detailed
analysis.
134

136. The key visual and a box at the bottom
Note: Telstra Clear have since re-designed their homepage.
The key
visual got
lots of
attention.
Surprising: This box got
heaps of attention. It
reads:
“If you are having trouble
getting through to us on
the phone, please click
here to email us, we‟ll get
back to you within 2
business days”.
Participants got the
impression that Telstra Clear
has trouble with their
customer service.
The main
navigation and
its options got
almost no
attention.
135

137. The Face effect – an example
bunnyfoot
Yep, there’s
attention on
certain… areas, … the face,
however, is the
strongest point
of focus!
136

138. Using the Face effect
humanfactors.com
Eye tracking results for ad Version
A:
 We see a face effect: The model‟s face
draws a lot of attention.
 The slogan is the other hot spot of the
design. Participants will likely have read
it.
 The product and its name get some,
but not a lot of attention.
137

139. Using the Face effect
Eye tracking results for ad Version
B:
 Again, we see a strong face effect. BUT:
In this version, the models gaze is in line
with the product and its name.
 The product image and name get
considerably more attention!
 Additionally, even the product name at
the bottom is noticed by a number of
participants.
humanfactors.com 138

140. Ways to focus attention
usableworld.com.au
Same effect: If the baby faces you, you‟ll look at the baby. But if the baby faces the ad
message, you pay attention to the message. You basically follow the baby‟s gaze.
139

141. Banner blindness
… or are they?
In this test, participants were
given a task: Find the nearest
ATM.
Participants focused on the
main navigation and the
footer navigation– this is
where they found the „ATM
locator‟.
So, when visiting a site with a
task in mind – as you
normally do – the central
banner can be ignored!
140

142. Compare the visual paths: Task versus browse
When browsing, the central banner gets lots of attention. But how often do you visit a bank
website just to browse?
Participant was asked just to look at the homepage Participant was given a task („Find the nearest ATM‟)
141

143. Main focus: Navigation options
Eye tracking results show:
When looking for
something on a
website, the main
focus of attention are
the navigation options.
Maybe users have learned
that they‟re unlikely to
find what they‟re looking
for in a central banner
image.
Task: „What concerts are happen in Auckland this month?‟ Task: „You want to send an email to customer service‟
142

144. Task: „You want to get in touch with customer service‟
When do users look at banners?
In this example, participants looked at the banner even though they were looking for
something specific. What‟s different?
Participant was asked just to look at the homepage
143

145. Methodology:
Heuristic
Evaluation

147. 1. Visibility of system status
2. Match between system and real world
3. User control and freedom
4. Consistency and standards
5. Error prevention
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
J. Nielsen and R. Mack, eds. Usability Inspection Methods, 1994
Nielsen’s 10 heuristics
Slide 146

148. http://www.slideshare.net/AbbyCovert/information-architecture-heuristics

149. HE output
Slide 148
• A list of usability problems
• Tied to a heuristic or rule of practice
• A ranking of findings by severity
• Recommendations for fixing problems
• Oh, and the positive findings, too

150. usability.spsu.edu UPA 201
1
149
HE sample
findings
page

151. 150
Objectives/goals for
the modules
Reason content is being
presented
Conciseness of presentation
Definitions required to work
with the module/content
Evaluation criteria and
methods
Direct tie between content
and assessment measure
Sequence of presentation
follows logically from
introduction
Quizzes challenge users
Develop a consistent structure that
defines what’s noted in the
bulleted points, above.
Avoid generic statements that
don’t focus users on what they will
be accomplishing.
Advise that there is an assessment
used for evaluation and indicate if
it’s at the end or interspersed in
the module
Connect ideas in the goals and
objectives with outcomes in the
assessment
Follow the order of presentation
defined at the beginning
Develop interesting and
challenging questions
Re-frame goals/objectives at the
end of the module
   3
Finding Description Recommendation H C S Severity Rating
Objectives/goals for the
modules
Reason content is being
presented
Conciseness of presentation
Definitions required to work
with the module/content
Evaluation criteria and
methods
Direct tie between content and
assessment measure
Sequence of presentation
follows logically from
introduction
Quizzes challenge users
Develop a consistent structure that
defines what’s noted in the bulleted
points, above.
Avoid generic statements that don’t
focus users on what they will be
accomplishing.
Advise that there is an assessment
used for evaluation and indicate if it’s
at the end or interspersed in the
module
Connect ideas in the goals and
objectives with outcomes in the
assessment
Follow the order of presentation
defined at the beginning
Develop interesting and challenging
questions
Re-frame goals/objectives at the end
of the module
   3
Hyperspace, Shock, and Cardiac Arrest all require more clearly defined goals and objectives.
H = Hyperspace; C = Cardiac Arrest; S = Shock

152. Methodology:
Cognitive
Walkthrough

158. 12가지 이노베이션
게임 기법 소개

159. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
고객의 요구를 더욱 잘 이해핛 목적으로
고객과 함께 하는 재미난 놀이

160. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
제품 가지 치기
(제품이 나아갈 방향을 잡는다)
굵은 가지=주요 기능
중심부 나뭇잎=기능, 바깥 나뭇잎=새로욲 기능
경계선 바깥=미래
나무 뿌리=고객 지원, 서비스 체계
균형 성장 초점: 나무 뿌리만큼 나뭇가지도 그 만큼 성장

161. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game

162. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(제품이 나아갈 방향을 잡는다)
미래 기억하기
2013년에서 2015년의 미래 기억하기
“우리 제품이 어떤 기능을 제공해
만족스러웠나요?”(타임라인 표기)

163. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(제품이 나아갈 방향을 잡는다)
시력 2.0

164. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(제품이 나아갈 방향을 잡는다)
기능 구매
잠정적인 기능에 가격 결정
고객은 가짜 돈으로 다음 출시 버전 구매 협상

165. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(고객이 제품과 서비스를 사용하는
방식과 관계를 이해핚다)
나의 하루
제품이 필요핚 때 묘사
제품이 고객의 하루에 어떻게 지원 또는 방해 관찰

166. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game

167. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(고객이 제품과 서비스를 사용하는
방식과 관계를 이해핚다)
그림자 놀이
그림자가 되어 관찰
다른 고객들을 데려가 통역가로 활용

168. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(고객이 제품과 서비스를 사용하는 방식과 관계를 이해핚다)
견습공
고객 현장에서 직접 체험

169. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(고객이 제품과 서비스를 사용하는 방식과 관계를 이해핚다)
자랑하기
아이가 수업시간에 자기 보물 자랑하듯

170. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(고객이 제품과 서비스를 사용하는
방식과 관계를 이해핚다)
거미줄
자사와 경쟁사 제품 모두 그려 관계 파악
(선 색상/굵기/모양 다르게 중요 관계 표현)
얶제, 어떻게, 왜 사용

171. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game

172. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
(제품과 서비스가 제공 핛 기능 파악)
고속 질주를 방해하는 보트의 닻 규명
제품에서 싫어하는 점 색인 카드에 적어 보트 아래 닻 배치
다른 고객이 배치핚 닻 동의 의견 추가
스피드 보트

173. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game

174. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
뜨거욲 맛 보이기
아주 말이 앆 되는 기능 제공
기능 접핚 고객 반응 관찰

175. http://www.slideshare.net/Enthiosys/collaborating-with-customers-using-innovation-game
제품 상자
스스로 구매핛 제품 상자 디자인 요청
상자는 마케팅 표어, 그림, 가격 등 어떤 정보도 포함
자싞이 만든 상자 다른 고객에게 판매

176. References

177. © 2013 InnoUX & Innodesign All rights reserved.UX 리서치
인용/참조 문헌
• Ethnography (Santosh Bhandari, Mar 29, 2013)
• Cultural probes in real life (gerrygaffney, Jun 11, 2012)
• UX of User Stories Workshop (Anders Ramsay, Aug 14, 2012)
• Usability behaviors: Usability and the SDLC (Ted Tschopp, Nov 04, 2012)
• Know Thy User: The Role of Research in Great Interactive Design (frog, Sep 2012)
• The Mobile Frontier (Rachel Hinman, Feb 2012)
• Introduction to AgileUX: Fundamentals of Customer Research (Will Evans, Jan 2012)
• Customer Research & Persona Development (Will Evans, Oct 2012)
• Introduction to UX Research: Conducting Focus Groups (Will Evans, Jan 2012)
• Midwest UX '12: Mapping the Experience (Chris Risdon, Jun 2012)
• Eye Tracking & User Research (Optimal Usability, Apr 2012)
• Taking it to the streets: Investigating mobile and web UX through field studies (Emma Rose, Jun 2012)
• NYTECH "Measuring Your User Experience Design“ (New York Technology Council, Mar 2012)
• How to Conduct UX Benchmarking (UserZoom, May 2012)
• Customer validation with Diary Studies (Boon Chew, Jan 2012)
• The Science of Great Site Navigation: Online Card Sorting + Tree Testing (UserZoom, Jul 2012)
• Introduction to Card Sorting (ThoughtFarmer, Sep 2012)
• Usability Testing Basics (Stephen Francoeur, Mar 2012)
• Storytelling: Rhetoric of heuristic evaluation (Southern Polytechnic State University, Mar 2012)
• Cognitive and pluralistic (Aarushi Mishra, Oct 2012)
• How to Quantitatively Measure Your User Experience (Richard Dalton, May 2012)
• Information Architecture Heuristics (Abby Covert, Jul 24, 2011)
• Diary Studies in HCI & Psychology (UPABoston, Jul 13, 2011)
• Remote Testing Methods & Tools Webinar (UserZoom, Dec 2011)
• Beyond User Research (Louis Rosenfeld, Mar 2011)
• Using Ethnographic User Research to Drive Knowledge Management and Intranet Strategy (NavigationArts, Dec 01, 2010)
• Remote Research, The Talk. (bolt peters, May 27, 2010)
• User Interview Techniques (Liz Danzico, May 2010)
• The new digital ethnographer’s toolkit: Capturing a participant’s lifestream (Christopher Khalil, Sep 04, 2009)
• Design Research For Everyday Projects - UX London (leisa reichelt, Jun 2009)
• Contextual Inquiry V1 (Rajesh Jha, Sep 11, 2008)
176

178. 경청해주셔서
고맙습니다!