1. Imran Hussain University of Management and Technology (UMT)
Virtual University Human-Computer Interaction
Lecture 41 Asking Users and Experts
Imran Hussain
University of Management and Technology (UMT) 1

2. In Last Lecture … How to observe users Field studies Usability testing
How to collect data while observing user

3. In Today’s Lecture … Users Experts Interviews Questionnaires
Inspections
Walkthroughs

4. Types of Interviews Unstructured interviews Structured interviews
Semi-structured interviews

5. Types of Interviews
Interviews may be conducted to ask user about certain aspects of an application
Unstructured - are not directed by a script. Rich but not replicable.
Structured - are tightly scripted, often like a questionnaire. Replicable but may lack richness.
Semi-structured - guided by a script but interesting issues can be explored in more depth. Can provide a good balance between richness and replicability.

6. Things to avoid when preparing interview questions
Long questions
Avoid compound sentences by splitting them in two
Jargon & language that the interviewee may not understand
Leading questions that make assumptions e.g., why do you like …?
Unconscious biases e.g., gender stereotypes

7. The interview process
Dress in a similar way to interviewees if possible, if in doubt dress neatly and avoid standing out.
Prepare a consent form and ask the interview to sign it
If you are recording the interview which is advisable make sure equipment works in advance and you know how to use it.
Record answers exactly and do not made any cosmetic adjustment , correct or change answers any way

8. Preparing for unstructured interview
You have an interview agenda that supports the study goals and questions
Be prepared to follow new lines of inquiry that contribute to your agenda
Pay attention to ethical issues
Work on gaining acceptance and putting the interviewees at ease
Respond with sympathy if appropriate but be careful not to put ideas into the head of respondents
Always indicate to interviewee the beginning and the ending of the interview session.
Start to order and analyze your data as soon as possible after the interview.

9. Probing
Start with some preplanned question and then probes the interviewee to say more
Example
Which web sites did you visit more frequently?
Why do you like this web site?
Tell me more about web site x?
Any thing else?

10. You can also make use of Probes and prompts

11. Group interviews
Also known as ‘focus groups’

12. Questionnaires Make the questions clear and specific
When possible ask closed questions and offer a range of answers.
Consider including no opinion option for the questions that seek opinion.
Think about the ordering of questions
Avoid complex multiple questions
When scales are used make sure that range is appropriate.
Make sure that the ordering of scale is intuitive and consistent.
Avoid jargon and consider when you need different versions of questionnaires for different population.
Provide clear instructions on how to complete the questionnaires.

13. Questionnaire style
Questionnaires can have various styles and can have various formats
Questionnaire format can include: - checkboxes - ranges - Likert rating scales

14. Encouraging a good response
Ensure questionnaire is well designed
Provide short overview section
Include a stamped self-addressed envelop for its return
Explain why you need the questionnaire to be completed
assure anonymity
Contact respondent through a follow-up letters ,phone calls, or s
Offer incentive such as payments

15. Advantages of online questionnaires
Responses are usually received quickly
copying and postage costs are lower than paper surveys
Data can be collected in database for analysis
Time required for data analysis is reduced
Errors in questionnaire design can be corrected easily

16. Nielsen’s heuristics Visibility of system status
Match between system and real world
User control and freedom
Consistency and standards
Help users recognize, diagnose, recover from errors
Error prevention
Recognition rather than recall
Flexibility and efficiency of use
Aesthetic and minimalist design
Help and documentation

17. Web heuristics
Following heuristics are more useful for evaluating commercial websites:
Does the web site have high quality content
Is the web site often updated
Does the website offer minimal download time
Does the web site ensure ease of use
Is the web site relevant to the user need

18. Discount evaluation
Heuristic evaluation is referred to as discount evaluation when 5 evaluators are used.
Empirical evidence suggests that on average 5 evaluators identify 75-80% of usability problems.

19. Cognitive walkthroughs
Involve simulating a user’s problem solving process and each step in the human computer dialog checking to see if the users goals and memory for action can be assumed to the next correct action

20. Steps of Cognitive walkthroughs
Characteristics of typical user are identified and documented and sample tasks are developed that focus on the aspects of the design to be evaluated
Designer and one or more expert evaluators than come together to do analysis
Evaluators walk through the action sequences for each task placing it within the context of typical scenario
As the walkthrough is being done, record of critical information is compiled
Assumption about what would cause problems? Why are they recorded?
Notes about site issues and design changes are made
Summary of the result is compiled
Design is revised to fix the problems presented

21. Why they do this?

22. The 3 questions
Will the correct action be sufficiently evident to the user?
Will the user notice that the correct action is available?
Will the user associate and interpret the response from the action correctly?

23. Pluralistic walkthrough
Can be conducted by following sequence of steps
Scenarios are developed in the form of series part of the screen representing a single path to the interface
Scenarios are presented to the panel of evaluators and panel is asked to write down sequence of actions they would take to move from one screen to another
When evaluator has written down their actions the panelist discuss the actions they have suggested for that ground of the review
Usually the representative user go first so that they are not influenced by other panel members and are not uttered from speaking
Usability experts present their findings and finally designers offer their comments
Panel moves on the next ground of the screen. This process continues until all the scenarios have been evaluated