electronic ink-clarity labs general overview
DESCRIPTION
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.TRANSCRIPT
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PRESENTED BY CLARITY LABS
April 10, 2023
Design Research & Usability Services
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© 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.
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES 3April 10, 2023
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES 4April 10, 2023
Business Design
DesignBUSINESS
Research
Strategy
Technology
User
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES 5April 10, 2023
Process Overview
ANALYZEResearchDesignTechnology
DESIGNResearch
DesignTechnology
IMPLEMENTResearchDesign
Technology
EVALUATEResearchDesignTechnology
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES 6April 10, 2023
Research
Human Factors : Ethnography : Psychology
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES 7April 10, 2023
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)
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES 8April 10, 2023
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.
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES 9April 10, 2023
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES10April 10, 2023
User 1Regular Heat
Map
User 2Gaze Opacity Heat
Map
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES11April 10, 2023
“Find the phone number.”
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES12April 10, 2023
Participants easily found the two areas on the home page to get a car insurance quote.
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES13April 10, 2023
Gaze Plotting – Shopping
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES14April 10, 2023
Gaze Plotting – Snowboard Scheduling
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES15April 10, 2023
Gaze Plotting and Heat Mapping – Television Placement
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES16April 10, 2023
Gaze Plotting – Television Product Placement
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES17April 10, 2023
Eye Tracking Glasses – Out of Home/In-Store
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS20April 10, 2023
Comparative Analysis
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS21April 10, 2023
Contextual Inquiry, Observation & Analysis
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS22April 10, 2023
User Profiles & Personas
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS23April 10, 2023
Card SortingUnderstand users’ mental models of content and functionalityIdentify patternsGenerate structure for organizing information, navigation, menusDescribe taxonomy and labelingIndividual or group interviewsEasy and inexpensive
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS24April 10, 2023
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS25April 10, 2023
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS26April 10, 2023
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)
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS27April 10, 2023
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS28April 10, 2023
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS29April 10, 2023
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & ANALYSIS30April 10, 2023
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
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES31April 10, 2023
References & Relationships
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES32April 10, 2023
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
DESIGN RESEARCH & USABILITY SERVICES33April 10, 2023
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.
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© 2007. ELECTRONIC INK, INC. ALL RIGHTS RESERVED.
CONTACT
Daniel GuestVP, Business Development
215.922.3210 office609.203.8293 mobile