1. Measuring User Experience Hiren Dalal June 18, 2007

2. Dilbert on User Interface Design

3. Agenda >Why Measure? >User in today’s world >Understanding the User >Measuring the VoU >Putting it together

4. Why Measure? “If we can’t express what we know in the form of numbers, we really don’t know much about it” “If we don’t know much about it, we can’t control it” “If we can’t control it, we are at the mercy of chance”

5. User in today’s world >Successful product: >Satisfy a need - given >User Experience = Success of the product >Good products don’t need user manuals User is a key stakeholder

6. Users are not idiots …

7. Give me a break …

8. Understand the emotions …

9. Users can change their minds …

10. Understanding the User – Kano Model Does not work Works well Dissatisfaction High Satisfaction Basic Needs Performance Needs Excitement Needs

11. Understanding the User – Kano Model Does not work Works well Dissatisfaction High Satisfaction Basic Needs Performance Needs -Implied -Obvious -Not expressed -Lawsuits -Regulations -Articulated -Specified -Measurable -Competitive Analysis -Interviews -Surveys Excitement Needs -Not expressed -Not expected -Field research -Packaging -Innovation

12. Set realistic expectations …

13. Excitement need - bad example …

14. Another one …

16. Excitement need good example …

17. Another one …

18. >Common methods for measuring VoU >Focus groups >Interviews >Surveys >Customer observation >Market research >Be a customer >Customer complaints Measuring the VoU Choose the appropriate one

19. >Know the basic, performance and excitement needs Key Points to consider … >How will you measure the user response? >How much data do you need? >How will it be analyzed? >Use paired questions >Let the user choose “not to answer” >Use forced ranking when needed

20. Survey: The Kano way Sample Kano Questionnaire answering options: 1.I love it - wow 2.I expect it – so what? 3.I am neutral – don’t care 4.I like it – give me more 5.I dislike it – don’t want this

21. Putting it together >Numbers are your friends >User is the KING >Know your user >Know your objective >Choose the appropriate tool >Design the “right” UI (Windows v/s Mac)

22. Product of future …

23. Don’t make stupid decisions …

24. Any Questions …