4. 用户测试中的Think Aloud方式
* Definition: In a thinking aloud test, you ask test participants to use the system
while continuously thinking out loud — that is, simply verbalizing their
thoughts as they move through the user interface.
◦ 欧美、南亚用户比较容易
◦ 东亚用户需要更多提示
◦ 也许可采用让用户当老师等变通方式
◦ 或改为任务完成后的retrospective think-aloud
protocol**
* Thinking Aloud: The #1 Usability Tool
http://www.nngroup.com/articles/thinking-aloud-the-1-usability-tool/
** Kuusela, H., & Paul, P. (2000). "A comparison of concurrent and retrospective verbal protocol
analysis". American Journal of Psychology (University of Illinois Press) 113 (3): 387–404.
5. 东方文化对全局关系、背
景的关注
◦ East = Relationships;
West = Individualistic
◦ If you show people from
the West a picture, they
focus on a main or
dominant foreground
object, while people from
East Asia pay more
attention to context and
background. East Asian
people who grow up in
the West show the
Western pattern.
◦ ―When shown complex,
busy scenes, Asian-
Americans and non-
Asian-Americans
recruited different brain
regions. The Asians
showed more activity in
areas that process figure-
ground relations—holistic
context—while the
Americans showed more
activity in regions that
recognize objects.‖
How we see it: Culturally different eye movement patterns over visual scenes, Julie E. Boland,
Hannah Faye Chua, & Richard E. Nisbett
Sharon Begley: West Brain, East Brain
6. 用户交互的三种任务负荷(Load):感知、视觉和动作
资源消耗(难度):感知/认知 > 视觉 > 动作
设计应减少用户负荷(除非游戏)
从Win8的开始菜单说起
◦ Win7: 找到开始按钮(视觉),点击(动作),找到要打开的程序
(视觉+动作)
◦ Win8:想起怎样找到开始屏幕(认知),点击(动作),找到要
打开的程序(视觉+动作)
◦ 自动隐藏对新手非常不友好(discoverability)
◦ 转换交互方式(键盘+鼠标)非常消耗资源
◦ 两套桌面= 用户认知过载,增加感知负荷*
* Windows 8 — Disappointing Usability for Both Novice and Power Users
http://www.nngroup.com/articles/windows-8-disappointing-usability/
11. 果酱促销为例*
多种选择是吸引人注意非常
有效的方法
不要一次性给用户太多选择
(3,4个以上)
◦ 可以考虑渐进式的展示方法
一旦给了用户选择就很难再
拿走
*When choice is demotivating: Can one desire too much of a good thing? SS Iyengar, MR Lepper - Journal of
personality and social …, 2000
http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html
http://freakonomics.com/2009/12/02/is-the-paradox-of-choice-not-so-paradoxical-after-all/
40%
60%
30%
3%
展示6件样品 展示24件样品
停下来看
的顾客
最终购买
的顾客
12. 预期和意外的奖励和没有奖励(儿童学画为例)
改变观念和行为需从一件很小的事情开始
会员奖励机制(淘宝积分)
可变奖励(金山快盘/苏宁易购轮盘转游戏)
需解决完成目标后用户兴趣立即消失的问题
How to Get People to Do Stuff: Master the art and science of persuasion and motivation (Weinschenk, Susan)