beyond just usability: desirability testing (susan mercer)
Post on 20-Sep-2014
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UXPA 2014 Unconference presentation from Susan MercerTRANSCRIPT
Beyond Just Usability: Desirability Testing
Susan Mercer, Senior Experience Researcher
@susanamercer
Usability Testing
Usability
UsefulnessDesirability
UsabilityConsistent
Organized
Understandable
Simple
Efficient
Usefulness
Effective
Essential
Relevant
Helpful
Supporting
Desirability
Exciting
Fresh
Friendly
Encouraging
Meaningful
Usability
UsefulnessDesirability
DESIRABILITY TESTING METHODS
Open-Ended Questioning•What do you think of…?
•What is your reaction to…?
•How would you describe…?
Sentence Completion• This app makes me feel…
• If I used this all day, I would…
• Reading on this website is…
• Compared to other apps, this app is…
• I want to use this because…
• I do not want to use this because…
Product Reaction Cards•118 words
•58% positive•36% negative•6% unclear
•21% synonyms with 1+ other words
•Mostly positive words
Product Reaction Cards – Alternate List
• Removed synonyms
• Added opposites to create Positive / Negative Pairs
• Compared against two other emotional word vocabularies for Product Appeal and Emotions• Marc Hassenzhahl, Darmstadt University of Technology, Germany
• Geneva Emotion Wheel
Attractive Unattractive Exceptional Common Organized DisorganizedCalm Busy Exciting Dull Original OrdinaryClean Cluttered Exclusive Standard Personal ImpersonalClear Confusing Familiar Strange Pleasant AnnoyingCompelling Unimportant Fast Slow Predictable UnpredictableComprehensive Incomplete Flexible Rigid Professional UnprofessionalConfident Weak Fresh Old Relaxing StressfulConsistent Inconsistent Friendly Unwelcoming Relevant IrrelevantControllable Uncontrollable Frustrating Encouraging Reliable UnreliableConvenient Difficult Fun Tedious Satisfying DisappointedCostly Cheap High quality Poor quality Secure Not SecureCreative Unimaginative Impressive Nondescript Simple ComplexDesirable Undesirable Innovative Conservative Sophisticated UnrefinedEasy to use Hard to use Inspiring Unexciting Stable FragileEffective Ineffective Interesting Boring Supporting ObstructingEfficient Inefficient Manageable Overwhelming Time-saving Time-consumingEffortless Difficult Meaningful Trivial Understandable IncomprehensibleEmpowering Patronizing Motivating Discouraging Usable UnusableEnthusiastic Apathetic Novel Expected Useful UselessEssential Unnecessary Optimistic Pessimistic Valuable Not Valuable
Reliable Accessible Appealing Confusing
Comfortable Organized Professional Busy
Confident Straight Forward Approachable Complex
Effective Understandable Efficient Dull
Friendly Easy to Use Flexible Hard to Use
Inviting Clear Helpful Impersonal
Time-saving Convenient Overwhelming
Trustworthy Clean Boring
Useful Familiar Frustrating
Simplistic Intimidating
Valuable Stressful
Usable Time-consuming
CustomersCustomers & Non-Customers Non-Customers
Existing Design A Design B Design C0
10
20
30
40
50
60
70 68 67
62
42
2022
17
31
Number of Words
Positive Negative
Coun
t
Existing Design A Design B Design C
Appealing Appealing Appealing Appealing
Clean Clean Clean Clean
Efficient Efficient Efficient Efficient
Engaging Engaging Engaging
Intuitive
Professional Professional Professional
Useful Useful Useful Useful
Total 9 20 16 9
Product Reaction DyadsRate on a 5-point scale from Positive – Negative word pairs
Attractive Unattractive
Calm Busy
Clean Cluttered
Clear Confusing
Comprehensive Incomplete
-3.5 -2.5 -1.5 -0.5 0.5 1.5 2.5 3.5
Discouraging
Unrefined
Useless
Complex
Irrelevant
Boring
Expected
Unprofessional
Motivating
Sophisticated
Useful
Simple
Relevant
Interesting
Novel
Professional
Photo Selection
Open-Ended Questioning
Sentence Completion
Product Reaction Cards
Product Reaction Dyads
Photo Selection