electronic ink-clarity labs general overview

PRESENTED BY CLARITY LABS

April 10, 2023

Design Research & Usability Services

© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.

DESIGN RESEARCH & USABILITY SERVICES 2April 10, 2023

Any system or application which fails to communicate clearly, to satisfy users, or to meet the goals of the business is not performing as it should. Any time an interaction doesn’t satisfy, there is a cost involved: money lost, time wasted, efficiency and productivity reduced, brand damaged, and opportunities missed. It doesn’t have to be this way.

Clarity Labs is a usability facility maintaining a collection of the foremost experts in the field of user-centered design.



Usability TestingLab-based testing exposes

• Questions of audience comprehension • Product appeal • Overall ease of use• Navigability

Lab-based testing helps your organization• Reveal user/viewer obstacles• Settle internal debates• Save time and money• Mitigate risk• Gain a competitive advantage• Increase your bottom line



Business Design

DesignBUSINESS

Research

Strategy

Technology

User



Process Overview

ANALYZEResearchDesignTechnology

DESIGNResearch

DesignTechnology

IMPLEMENTResearchDesign

Technology

EVALUATEResearchDesignTechnology



Research

Human Factors : Ethnography : Psychology



Research TeamHuman Factors Experts

• Cognitive psychologists• User experience architects• Usability engineers

World-class credentials• 3 PhD• 2 MS• 1 MA• MEd (Master of Education)• MDes (Master of Design)• MPD (Master of Product Development)



Usability Labs

CHAMELEON LAB

TRADITIONAL LAB

We conduct leading-edge research and investigation in our lab at company headquarters, on site with our mobile lab, or remotely with participants anywhere in the world.



Eye TrackingState-of-the-art Eye Tracking

• Near Infrared Light Emitting Diodes illuminate pupils and corneas.

• High Resolution Camera captures images of subject’s eyes.

Pinpoint visual response• Heat maps• Gaze plots• Gaze replay• Bee Swarm• Graphs• Raw data


DESIGN RESEARCH & USABILITY SERVICES10April 10, 2023

User 1Regular Heat

Map

User 2Gaze Opacity Heat

Map



“Find the phone number.”



Participants easily found the two areas on the home page to get a car insurance quote.



Gaze Plotting – Shopping



Gaze Plotting – Snowboard Scheduling



Gaze Plotting and Heat Mapping – Television Placement



Gaze Plotting – Television Product Placement



Eye Tracking Glasses – Out of Home/In-Store


DESIGN RESEARCH & ANALYSIS18April 10, 2023

Scientific Precision• Questionnaires &

Surveys• Stakeholder Interviews• User Interviews• User Profiles & Personas • Focus Group• Artifact Inventory• Ethnographic Interview• Shadowing• Participatory Design• Directed Storytelling

• Contextual Enquiry & Analysis

• Card Sorting• Diaries & Journals• Cultural Probe• Ethnographic

Observation• Technology Assessment


FLEXIBILITY OF

METHOD

OPEN

FIXED

SHALLOW DEEP

• Cultural Probe

• Ethnographic Observation

• Diaries Journals

• Contextual Inquiry

• Directed Storytelling

• Artifact Inventory

• Ethnographic Interview

• Focus Group

• Participatory Design Methods

• Traditional Interview

• Survey

• Questionnaire

DEPTH OF INTERACTION

• Card Sorting



Comparative Analysis



Contextual Inquiry, Observation & Analysis



User Profiles & Personas



Card SortingUnderstand users’ mental models of content and functionalityIdentify patternsGenerate structure for organizing information, navigation, menusDescribe taxonomy and labelingIndividual or group interviewsEasy and inexpensive



Research DesignLarge-scale research projects

• Survey the business landscape• Identify the scope and breadth of a problem• Uncover previously unrecognized relationships and issues • Offer solutions that support business workflow, culture and

goals.Process Research

• Ethnographic research• Facility Tours• Stakeholder Interviews• Contextual Inquiries• User Interviews• Cognitive Modeling Techniques



Applications for Usability TestingTraditional Advertising/Marketing

• Validate effectiveness of print design• Demonstrate consumer responsiveness and recall for overall

advertising/marketing strategy• Prove recall and effectiveness of media placement• Determine the path consumers take to find information• Prove/determine out-of-home effectiveness/strategy• Demonstrate what consumers actually see and plan effective

product placement• Establish key areas for product recall for in-store

merchandising



Applications for Usability TestingTelevision – Promos/Advertisements

• Combine interviews with testing• Understanding why viewers stop paying attention to a

commercial or programming is very important• Testing uncovers what viewers see, what causes their eyes to

move to particular elements of an ad or program• Understand what image they were watching when they

decided to change the channel.Television – News/Reports/Screen Graphics

• Combine interviews with testing• Understanding how people respond to information and its

delivery• Testing uncovers what screen elements most effectively guide

the viewers attention to where it is intended to go• Understand effectiveness of on-screen delivery mechanisms

within news media (visual/textual)



Applications for Usability TestingLive Testing / Focus Groups

• Interact with focus group subjects in real-time• Obtain feedback verbally and electronically• Live Intercept Testing

• Gain immediate test subjects by reaching out to them while they are online

• Provide instant feedback from subject’s natural environment

Mobile / Emerging Media• Gain insight into how users interact with content on their

mobile device• Understand what content people are expecting to get from

their mobile device vs. what they are able to get• Understand what are best methods for user retention• Understand how users expect to USE the information



Applications for Usability TestingOnline Applications

• Competitive web site analysis• Gain insight into how users interact with

your site vs. competitive news sites• Provide specific objectives to test subjects

to analyze both sites• Content Organization

• Understand how users move through your own website• Determine better ways to drive user interaction to specific

portions of website• Advertising Effectiveness

• Understand most effective placement



Case Study – “Out of Box Experience”Compare 4 Phone Brands Across 3 Networks

• Evaluate Interaction In-Store• Evaluate Interaction with Device Setup

Goals• Discover Key Strengths/Weaknesses• Discover User Patterns and Preferences• Understand the Experience of Purchasing and Using a Device

for the First Time



User Experience Testing Eliminates Risk

Who is using it and exactly how should it work?• What will users need to do for business to achieve its

goals?• Get real insight; don’t make assumptions about users• Map the experience; write the user manual first

Design the experience first, not last• The interface is how users actually use the system• Fail fast - get it wrong early – iterate – explore

Design affords Discovery• Don’t simply react to the current competition or market• Don’t accept ‘off the shelf’ solution• Explore alternatives, innovations and new ideas



References & Relationships



The information and recommendations contained in this document, and all other information submitted in the past and in the future by and on behalf of Clarity Labs, oral, written, and in electronic form, is confidential and/or trade secret information and is proprietary to Clarity Labs. It is to be used only for purposes of this project and for no other purposes. The information contained in this document and other information received from Clarity Labs which is identified as confidential and/or trade secret information, or which by the nature of the circumstances surrounding the disclosure should in good faith be treated as confidential and/or proprietary, in particular, information which relates to the processes, methods, procedures, and tools employed by Clarity Labs, should be disclosed only to authorized persons on a need to know basis only in furtherance of this project with appropriate notification of the confidential and/or proprietary nature of the material being disclosed. Submission of any information and/or artwork by Clarity Labs is not to be considered a transfer of any intellectual property rights. Removal of this Notice, and/or use or dissemination of any information or materials submitted by Clarity Labs without the inclusion of this Notice, is strictly prohibited.


CONTACT

Daniel GuestVP, Business Development

215.922.3210 office609.203.8293 mobile

[email protected]