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© IDC, IIT Bombay 1 Game. © IDC, IIT Bombay Clues 1.Is equipped with an internal combustion engine 2.Is available in yellow, black, and yellow and black.

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Presentation on theme: "© IDC, IIT Bombay 1 Game. © IDC, IIT Bombay Clues 1.Is equipped with an internal combustion engine 2.Is available in yellow, black, and yellow and black."— Presentation transcript:

1 © IDC, IIT Bombay 1 Game

2 © IDC, IIT Bombay Clues 1.Is equipped with an internal combustion engine 2.Is available in yellow, black, and yellow and black combo 3.Has three wheels 4.Has a parking brake and a foot brake 5.Has a 3-speed forward and a 3-speed reverse gear box 6.Levels uneven surfaces nicely and quickly 7.Blast weights can be added to level different types of surfaces 2

3 © IDC, IIT Bombay 3 Answer

4 © IDC, IIT Bombay Clues 1.Is equipped with an internal combustion engine 2.Is available in yellow, black, and yellow and black combo 3.Has three wheels 4.Has a parking brake and a foot brake 5.Has a 3-speed forward and 3-speed reverse gear box 6.Levels uneven surfaces nicely and quickly 7.Blast weights can be added to level different types of surfaces 4

5 User Experience Goals

6 © IDC, IIT Bombay 6 Useful? Usable? Desirable? Desirable –Empowers, engages, entertains the user –Meets experience goals, touches life goals –Satisfies wants, desires Usable –Works for the user: is learnable, error-free, easy, fast… –Meets end goals, touches experience goals –Satisfies latent needs Useful –Provides a utility / function: enables, informs, educates… –Solves problems, works reliably, is affordable, available… –Satisfies expressed needs

7 © IDC, IIT Bombay 7 Primary Product Goals Strategy –Pricing, branding, positioning, partners –Reachability –Proposed by a multi- disciplinary team –Approved by business stakeholders 77 Primary Product Goals Business Goals User Problems User Environment Market Conditions User Goals (end, experience, life)

8 © IDC, IIT Bombay 8 Primary Product Goals Strategy Scope –Features, functions, facilities, content –Deliverables of the project –Proposed by a multi- disciplinary team –Approved by business stakeholders 8 Primary Product Goals Business Goals User Problems User Environment Market Conditions User Goals (end, experience, life) Useful

9 © IDC, IIT Bombay 9 User Experience Goals Primary product goals indicate user tasks Set experience goals for each task –Dont let features creep in Useful Usable Desirable 9 User Experience Goals User Tasks Primary Product Goals Business Goals User Problems User Environment Market Conditions User Goals (end, experience, life)

10 © IDC, IIT Bombay 10 User Experience Goals User experience goals are expressed as –User performance –User preference And as –Qualitative goals –Quantitative goals User Experience Goals User Tasks Primary Product Goals Business Goals User Problems User Environment Market Conditions User Goals (end, experience, life) Useful Usable Desirable

11 © IDC, IIT Bombay 11 Qualitative User Experience Goals Tourists new to city should be able to look up information Patients relatives should feel confident and have less anxiety People should be able to type in their mother tongue It should be easier to type than write Children should explore the toy on their own Policemen should be able to work in a high-interrupt, distracting environment People should enjoy waking up in the morning A group of people should be able to work together Users should find operations consistent throughout the product Preference or performance?

12 © IDC, IIT Bombay 12 Quantitative User Experience Goals Improve speed of use of the ATM by 25% A regular commuter should be able to make up his travel plan in 30 seconds after reaching the bus stop User should be able to withdraw cash in 45 seconds Parents should be confident that the toy will be safe The grandmother should be able to play the movie she likes 95% patients should be able to report a symptom on their first attempt Reduce typing errors by 30% A plant operator should learn to use the new console in 2 days. Reduce support call time by 10% Reduce wastage to 1 part per million due to operator error Preference or performance? Relative or absolute goals?

13 © IDC, IIT Bombay 13

14 © IDC, IIT Bombay 14 You Cant Meet All Goals Life critical systems –Reliability, error free use, long training and practice, work under pressure Railway signals, ATC, medical devices, water supply, driving a car

15 © IDC, IIT Bombay 15 You Cant Meet All Goals Life critical systems Industrial and commercial uses –Speed of use, minimal training, operator fatigue and burnout Banks, railway reservation, inventory system, retail, call centre applications

16 © IDC, IIT Bombay 16 You Cant Meet All Goals Life critical systems Industrial and commercial uses Home, office, public places –Some tasks with zero learning, encourage self learning and exploration, support wide range of users (N/AB/CP), subjective satisfaction Office products, ATMs, cell phones, entertainment systems

17 © IDC, IIT Bombay 17 You Cant Meet All Goals Life critical systems Industrial and commercial uses Home, office, public places Exploratory and creative –Ease of use, some training, encourage self learning and exploration Architecture, graphic design, product design, audio studio, management information systems

18 © IDC, IIT Bombay 18 You Cant Meet All Goals Life critical systems Industrial and commercial uses Home, office, public places Exploratory and creative Cooperative work –Chat, mailing lists, distance learning, workflow –Some tasks with zero learning, ease of use, encourage self learning and exploration, support wide range of users (N/AB/CP), subjective satisfaction

19 © IDC, IIT Bombay 19 You Cant Meet All Goals Life critical systems Industrial and commercial uses Home, office, public places Exploratory and creative Cooperative work Micro interface –Demonstrate new concept, attract early adaptors, zero learnability, ease of use Hardware, Indian language text input

20 © IDC, IIT Bombay Goal Driven Design Goals are drawn from a deep understanding of users –Goals drive design –Help speed up design process –Make design activity tangible –Help evaluate design Set goals before design!!! –Design is evaluated against goals –Makes the design activity tangible 20

21 © IDC, IIT Bombay Goal Setting Task 1 Set some user experience goals for a chosen product What information do you need before setting goals? 21

22 © IDC, IIT Bombay Usability Goals Setting Tool – Overview 22

23 © IDC, IIT Bombay 23 PR LC

24 © IDC, IIT Bombay 24

25 © IDC, IIT Bombay Usability Goals Setting Tool 25

26 26 Categories of User Experience Goals Learnability Speed of use Ease of use Ease of communication Error-free use Subjective satisfaction

27 27 Categories of User Experience Goals Learnability Speed of use Ease of use Ease of communication Error-free use Subjective satisfaction

28 © IDC, IIT Bombay Learnability Novice users –First-time usability of the product Tourists should be able to find out the bus they need to take. First year students should be able to register without help. A literate user should be able to type his name in the first attempt Advanced beginners / competent performers –Ease to learn more features, improve conceptual models Regular customers should learn to use the one-click feature. Regular customers should be able to order vegetables on their cell phones.

29 © IDC, IIT Bombay Learnability… First version –All users start out being novices –Have no knowledge of the product Recognize terms used in the interface Subsequent versions –Users will transfer existing knowledge –Users will have to learn the differences Be 100% backward compatible with these tasks… Users should notice the new wizard.

30 1. Learnability Parameters Findability Users should need less time to learn Users should learn on their own Internally consistent Consistent with other products Consistent with earlier version Users should retain critical, but infrequent tasks 30

31 © IDC, IIT Bombay Learnability Parameters Findability –User should be able to find options / data / information Align to grid in PowerPoint –Stuff should be visible – inverted pyramid Dashboards

32 © IDC, IIT Bombay Learnability Parameters Findability Users should need less time to learn < 10 minutes demo < 2 nd attempt < 2 hours practice

33 © IDC, IIT Bombay Learnability Parameters Findability Users should need less time to learn Users should learn on their own –Things should be obvious –Step-by-step guidance Find out the next bus as the bus stop

34 © IDC, IIT Bombay Learnability Parameters Findability Users should need less time to learn Users should learn on their own Product should be internally consistent E.g. Control + D in Excel

35 © IDC, IIT Bombay Learnability Parameters Findability Users should need less time to learn Users should learn on their own Internally consistent Product should be consistent with other products –With older methods / habits –Ctrl + C = –Ctrl + S = –Ctrl + Z =

36 © IDC, IIT Bombay Learnability Parameters Findability Users should need less time to learn Users should learn on their own Internally consistent Consistent with other products Product should be consistent with earlier version Netscape Navigator Animator Pro to Animator for Windows Office 2003 to 2007

37 © IDC, IIT Bombay 1. Learnability Parameters Findability Users should need less time to learn Users should learn on their own Internally consistent Consistent with other products Consistent with earlier version Users should retain critical, but infrequent tasks –Over hours, days, months, years IT returns –Most advanced beginners are intermittent users Installing network printer, ATM for my dad –Parts of the interface that are used intermittently Backup, restore 37

38 38 Categories of User Experience Goals Learnability Speed of use Ease of use Ease of communication Error-free use Subjective satisfaction

39 © IDC, IIT Bombay 2. Speed of Use Time taken It should take a farmer less than five minutes to identify a transporter. Number of steps A novice user should be able to deposit cash at the ATM in 3 steps. Regular commuters should be able to tell time to the next bus without clicking. Same as ease of use? 39

40 2. Speed of Use Parameters Primary / frequent tasks should be quick and easy Fast and easy navigation Product should minimally load users memory Flexibility Task completion time / steps Personalized for the user Localized for the market segment User should be able to customise the product 40

41 © IDC, IIT Bombay 2. Speed of Use Parameters Primary / frequent tasks should be –Available at all times Save work Change volume / channel –Quick and easy One click ordering 41

42 © IDC, IIT Bombay 2. Speed of Use Parameters Primary / frequent tasks should be quick and easy Fast and easy navigation 42

43 © IDC, IIT Bombay Speed of Use Parameters Primary / frequent tasks should be quick and easy Fast and easy navigation Product should minimally load users memory –Put minimal cognitive load on user –Reduce amount of flicker

44 © IDC, IIT Bombay Speed of Use Parameters Primary / frequent tasks should be quick and easy Fast and easy navigation Product should minimally load users memory Flexibility –User should have control of sequence of tasks

45 © IDC, IIT Bombay Speed of Use Parameters Primary / frequent tasks should be quick and easy Fast and easy navigation Product should minimally load users memory Flexibility Task completion time / steps –User should be able to complete a task in specific time (10 minutes) / steps (4 steps)

46 © IDC, IIT Bombay 2. Speed of Use Parameters Primary / frequent tasks should be quick and easy Fast and easy navigation Product should minimally load users memory Flexibility Task completion time / steps Product should be personalized for the user –Automatically Gmail addresses Keeping track of purchases Remember volume setting of each channel 46

47 © IDC, IIT Bombay 2. Speed of Use Parameters Primary / frequent tasks should be quick and easy Fast and easy navigation Product should minimally load users memory Flexibility Task completion time / steps Product should be personalized for the user Product should be localized for the market segment tripadvisor.com, tripadvisor.in 47

48 © IDC, IIT Bombay 2. Speed of Use Parameters Primary / frequent tasks should be quick and easy Fast and easy navigation Product should minimally load users memory Flexibility Task completion time / steps Product should be personalized for the user Product should be localized for the market segment User should be able to customise the product –Beyond look and feel Organise Define styles Create shortcuts Customise dashboards 48

49 49 Categories of User Experience Goals Learnability Speed of use Ease of use Ease of communication Error-free use Subjective satisfaction

50 © IDC, IIT Bombay 3. Ease of Use Define tasks a given user must be able to do All advanced beginners should be able to find and replace text. Define a preferred method of doing things All competent performers should be able to do a find operation on multiple documents with one command rather than opening each file separately. 50

51 3. Ease of Use Parameters Interface should communicate the conceptual model Intuitiveness No entry barrier No unnecessary tasks Automate routine tasks / minimise user task load Product is always on, always accessible 51

52 © IDC, IIT Bombay 3. Ease of Use Parameters Interface should communicate the conceptual model Keylekh, Saral, Swarachkra, Disha 52

53 © IDC, IIT Bombay 3. Ease of Use Parameters Interface should communicate the conceptual model Intuitiveness –User should be able to predict the next step / task Wizards, iPad, Gmail, Nokia phones 53

54 © IDC, IIT Bombay 3. Ease of Use Parameters Interface should communicate the conceptual model Intuitiveness No entry barrier –User must be able to complete critical tasks in first attempt Tata Sky Touch screens on ATMs iTunes for novices SBI net-banking application form ATM doorlock 54

55 © IDC, IIT Bombay 3. Ease of Use Parameters Interface should communicate the conceptual model Intuitiveness No entry barrier No unnecessary tasks Cash section – searching for the bill 55

56 © IDC, IIT Bombay 3. Ease of Use Parameters Interface should communicate the conceptual model Intuitiveness No entry barrier No unnecessary tasks Automate routine tasks / minimise user task load Remember settings from last encounter Remember last 3 trips on Jet Airways Auto-select frequent choices Auto-correct frequent errors 56

57 © IDC, IIT Bombay 3. Ease of Use Parameters Interface should communicate the conceptual model Intuitiveness No entry barrier No unnecessary tasks Automate routine tasks / minimise user task load Product is always on, always accessible Mobile phones credit Low booting time PCs Synchronised calendar on multiple media Extra battery for cell phones (like reserve in two-wheelers) 57

58 58 Categories of User Experience Goals Learnability Speed of use Ease of use Ease of communication Error-free use Subjective satisfaction

59 © IDC, IIT Bombay Information architecture –Information should be well aggregated, categorized, presented Find information on IITB website Office 2007 went from menus to ribbons and changed IA –Where is Snap objects to grid setting in PowerPoint? Communication should be clear –User should easily understand text, labels, headings, visuals Ease of Communication Parameters

60 © IDC, IIT Bombay Information architecture –Information should be well aggregated, categorized, presented Find information on IITB website Office 2007 went from menus to ribbons and changed IA –Where is Snap objects to grid setting in PowerPoint? Communication should be clear –User should easily understand text, labels, headings, visuals Ease of Communication Parameters

61 61 Categories of User Experience Goals Learnability Speed of use Ease of use Ease of communication Error-free use Subjective satisfaction

62 © IDC, IIT Bombay Error-free Use Error –An action of the user that does not accomplish the desired goal Severity of Errors –The more difficult it is to recover from the error, more sever it is –Catastrophic, major, minor Type of errors –Slips and mistakes –Frequent and one-time errors Error rate of a product –# of errors made while performing benchmark tasks –% of users who make an error while doing a task

63 © IDC, IIT Bombay 5. Error-free Use Limits for error rate of the product 90% users can withdraw cash on first attempt Ability of users to recognize errors If the amount is beyond limit, users should recognise this before the transaction Limits for severity of the errors Users cannot enter an amount greater than what they can withdraw The user should realise that a beyond-limit withdrawal leads to a fine Ability of users to recover from errors If the amount is beyond limit, users should be able to reduce the amount without logging in again 63

64 5 Error-free Use Parameters Product should give good feedback Product should not induce errors Product should tolerate users errors Product should help user recover from errors 64

65 © IDC, IIT Bombay 5 Error-free Use Parameters Product should give good feedback Display current status Timely responses Product should not induce errors Flash Action Script Jet Airways 65

66 © IDC, IIT Bombay Product should give good feedback Display current status Timely responses Product should not induce errors Flash Action Script Jet Airways Product should tolerate users errors –Forgiving interface Accept any date format 5 Error-free Use Parameters 66

67 © IDC, IIT Bombay 5 Error-free Use Parameters Product should give good feedback Display current status Timely responses Product should not induce errors Flash Action Script Jet Airways Product should tolerate users errors –Forgiving interface Accept any date format Product should help user recover from errors –Troubleshoot problems 67

68 © IDC, IIT Bombay 5 Error-free Use Parameters Product should give good feedback Display current status Timely responses Product should not induce errors Flash Action Script Jet Airways Product should tolerate users errors –Forgiving interface Accept any date format Product should help user recover from errors –Troubleshoot problems 68

69 69 Categories of User Experience Goals Learnability Speed of use Ease of use Ease of communication Error-free use Subjective satisfaction

70 © IDC, IIT Bombay 6. Subjective Satisfaction Emotional needs, wants and desires –Life goals and experience goals of users –Influences the desirability Important for non-work products Entertainment products Games Fiction Important for niche markets Hasselblad cameras for photographers Apple computers for designers Manual blood pressure meter for doctors 70

71 71 6. Subjective Satisfaction Parameters User should feel emotionally engaged / reflective appeal User should find the product aesthetically appealing User should feel in control / behavioural appeal

72 © IDC, IIT Bombay Subjective Satisfaction Parameters User should feel emotionally engaged –Reflective appeal, sense of identification, pride –Enjoyment, fun –Brand appeal, trust –Creativity

73 © IDC, IIT Bombay Subjective Satisfaction Parameters User should feel emotionally engaged User should find the product aesthetically appealing –Visceral appeal –Beauty

74 74 https://www.ticona-photos.com/PL/Electric%20shaver%20Braun%20Synchro_1965.jpg

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80 © IDC, IIT Bombay Subjective Satisfaction Parameters User should feel emotionally engaged User should find the product aesthetically appealing User should feel in control –Behavioural appeal

81 81 Categories of User Experience Goals Learnability Speed of use Ease of use Ease of communication Error-free use Subjective satisfaction

82 82 Review Weights – Goal Setting Task 2 USP (5) –Top 3 user experience goals Very Important (4) –Top 6 user experience goals Important (3) –Top 10 user experience goals Usual Relevance (2) –Vanilla, hygiene factor Somewhat relevant (1) –Ignore in a pinch Irrelevant (0)

83 © IDC, IIT Bombay UGT Formative Evaluation –11 IDC student projects, 4 HCI professional proejcts UGT was continuously modified –During and after each session –Goal parameters were added, re-worded, split, merged or regrouped –Expressive enough to suit individual products –General enough to apply to a wide range of products Outcome –Goal parameters went up from 20 to 30 –Retention merged with Learnability –Ease of communication added –Examples, goal setting guidelines, evaluation ideas were articulated 83

84 © IDC, IIT Bombay UGT Summative Evaluation First summative evaluation –34 HCI professionals (CEP participants) –Asked to set goals for an industrial project Second summative evaluation –15 HCI professionals during user experience tutorials –Post-activity questionnaire 84

85 © IDC, IIT Bombay 85 Kolmogorov-Smirnov test

86 © IDC, IIT Bombay Analysis of UGT Weights and scores from 65 industry projects Coverage –Extent to which suggested goal parameters suffice –UGT sufficient for setting goals in 59 / 65 projects –6 / 65 projects needed additional goals Relevance –How many goal parameters could be removed from UGT without hampering coverage significantly 86 Speed and flexibility User should be able to do multiple tasks at the same time Form and looks Product should have a sporty look / reflect current trends Accessibility Information should be visible in extreme conditions (desert, bright light, total darkness). Portability Product should be able to connect to any other product (portability) Product should run on many other hardware (portability) Be compatible with old browsers, computers Safety and security The produce should be safe and secure - user should not get injury Access to tasks should be controlled

87 © IDC, IIT Bombay 87

88 © IDC, IIT Bombay Analysis of UGT Weights and scores from 65 industry projects Coverage –Extent to which suggested goal parameters suffice –UGT sufficient for setting goals in 59 / 65 projects –6 / 65 projects needed additional goals Relevance –How many goal parameters could be removed from UGT without hampering coverage significantly Granularity –Scale –UGT breaks down goals into concrete parameters -unambiguous interpretation 88

89 © IDC, IIT Bombay Internal Reliability 30 goal parameters for 65 industrial projects –Cronbachs alpha for weights = –Cronbachs alpha for weights = –A good range is from 0.7 to 0.9 After deleting one goal parameter at a time, weights of 29 goal parameters for 65 industrial projects –Cronbachs alpha varies from to for weights –Cronbachs alpha varies from to for scores 89

90 © IDC, IIT Bombay Goal Weight and Goal Scores –30 goals * 65 projects = 1950 weightage score pairs 90 Spearmans rho = 0.391, n = 1950, p < pseudo r 2 = to 0.219

91 © IDC, IIT Bombay Goal Weight and Goal Scores –457 / 1241 important goals score 50 or less (37%) 91

92 © IDC, IIT Bombay Individual Goal Parameter Weight-Score Correlations 92 A highly correlated goal-parameter (hypothetical) A non-correlated goal-parameter (hypothetical)

93 © IDC, IIT Bombay Individual Goal Parameter Weight-Score Correlations Consistent with earlier version Mean weight = 1.32 (SD = 1.75) Mean score = (SD = 34.09) Rho = 0.77 (p < ) 13. Personalised for the user Mean weight = 2.23 (SD = 1.70) Mean score = (SD = 33.80) Rho = 0.71 (p = )

94 © IDC, IIT Bombay Individual Goal Parameter Weight-Score Correlations Communication should be clear Mean weight = 3.89 (SD = 0.89) Mean score = (SD = 20.19) Rho = (p = 0.138) 24. Give good feedback Mean weight = 3.55 (SD = 0.97) Mean score = (SD = 23.27) Rho = (p = 0.901) Latent Goals

95 © IDC, IIT Bombay Ave. weight Rank on wt rho (n = 65) Sig. (2- tailed) Rank on rho Findability of options / data / information Communication should be clear Information architecture: well aggregated Should give feedback / display status User should be able to navigate quickly Do primary tasks quickly, easily Clearly communicate the conceptual model Feel in control / behavioural appeal Complete tasks in specific time / steps Intuitiveness: Able to predict the next step User should take less time to learn Product should be internally consistent Not load memory / put cognitive load Product should not induce errors Help user recover from errors Users should be able to learn on their own No entry barrier: complete critical tasks Aesthetically appealing / visceral appeal Product should require no unnecessary tasks Consistent with other products Always on, always accessible Tolerate user's errors / forgiving interface Emotionally engaged / reflective appeal Automate routine tasks / minimise task load Flexibility: User controls task sequence Remember / retain critical, infrequent tasks Personalised for the user automatically Localised for specific market segments User can customise the product for himself Consistent with earlier version Mean weights and weight-score rhos Pearsons r = , p < Latent Goals Explicit Goals

96 Assignment 3 From read about the goal setting toolhttp://www.idc.iitb.ac.in/~anirudha/ugt.html For the project you are working on, identify 5 most important goals Interpret these goals in the context of your project (This is an individual assignment, so your interpretation of what goals are important may be different from that of your teammates) Submit in google drive by

97 97 Questions? Primary product goals Usability goals –Useful, usable, desirable –Quantitative and qualitative –You cant meet all goals, need to prioritise –Usability goals setting tool –Learnability, ease of use, speed of use, ease of communication, error-free use, subjective satisfaction

98 98 Questions? Layers of user experience Conceptual model Modelling users –Novices / advanced beginners / competent performers / experts –Personas and goals Product goals


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