ux insight 2017 keynote - insightful ux methods, from research to practice
TRANSCRIPT
Insightful UX Methods - from research to practice
Dr Carine LallemandUniversity of Luxembourg
@carilall
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WHO AM I?DR. CARINE LALLEMAND
Carine LallemandGuillaume Gronier
Méthodes de design
30 MÉTHODES FONDAMENTALES POUR CONCEVOIR ET ÉVALUER LES SYSTÈMES INTERACTIFS
DESIGN
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Articulant théorie et pratique, cet ouvrage présente 30 fiches méthodologiques couvrant l’essentiel du design UX et de l’ergonomie des interactions homme-machine (IHM). Vous serez guidé pas à pas à travers les étapes de réalisation de chaque méthode et accompagné pour prendre les décisions les plus adaptées à votre projet. Chaque fiche méthode intègre égale-ment une partie théorique et des illustrations concrètes pour faciliter la compréhension.
Véritable portfolio théorique et méthodologique, cet ouvrage est un guide indispensable à toute personne impliquée dans la conception de systèmes interactifs. Professionnels, chefs de projets, étudiants, enseignants et chercheurs y trouveront de précieuses ressources pour mener à bien leurs projets.
Grâce aux méthodes d’UX design, créez des produits et des services qui attirent, qui captivent, qui enchantent et inspirent pour améliorer la vie de ceux qui les utilisent !
AU SOMMAIREIntroduction au design UX ⍟ Planification ⍟ Définition du projet ⍟ Recrute-ment des utilisateurs ⍟ Déontologie et éthique ⍟ Exploration ⍟ Entretien ⍟ Focus group ⍟ Observation ⍟ Questionnaire exploratoire ⍟ Sondes culturelles ⍟ Idéation ⍟ Brainstorming ⍟ Cartes d’idéation ⍟ Design studio ⍟ Experience maps ⍟ Personas ⍟ Techniques génératives ⍟ Génération ⍟ Design persuasif ⍟ Gamification ⍟ Iconographie ⍟ Maquettage ⍟ Storyboarding ⍟ Tri de cartes ⍟ Évaluation ⍟ Complétion de phrases ⍟ Courbes d’éva-luation UX ⍟ Échelles d’utilisabilité ⍟ Échelles UX ⍟ Éva-luation des émotions ⍟ Évaluation experte ⍟ Inspection cognitive ⍟ Journal de bord UX ⍟ Test des 5 secondes ⍟ Tests utilisateurs
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« Aucun ouvrage francophone ne rassemble autant
de savoir-faire ! Simple, pratique et pédagogique,
c’est LE guide essentiel de l’UX au quotidien. »
Corinne Leulier, Psychologue - Ergonome,
directrice UX chez Klee Group
« Ergonomie, psychologie, ingénierie, design, sociologie,
ethnographie… Ce livre est une formidable proposition
pragmatique, claire et actualisée des méthodes pour
la conception et l’évaluation de l’expérience utilisateur ! »
Julien Kahn, responsable pôle ergonomie
chez Orange
Chercheur à l’université de Luxembourg, Carine Lallemand est spécialisée dans les méthodes de conception et d’évaluation de l’expérience utilisateur (UX). Impliquée depuis 2010 dans l’association FLUPA, elle est également conférencière et enseigne l’UX design. Guillaume Gronier est chercheur ergo-nome au Luxembourg Institute of Science and Technology. Ses principales activités portent sur l’amélioration de l’expérience utilisateur, l’acceptation technologique et l’implication des utilisateurs dans le processus de conception. Il est l’un des fondateurs de l’association FLUPA.
Méthodes de design UX
UX
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Préface d’Alain Robillard-Bastien
VICE-PRESIDENT OF THE FRENCH UXPA CHAPTER
RESEARCHER AT THE UNIVERSITY OF LUXEMBOURG
@CARILALL
HOT AIR BALLOON STUDENT PILOT
AUTHOR OF A HANDBOOK ON UX DESIGN METHODS
« I DESIGN, ADAPT AND VALIDATE
UX RESEARCH AND DESIGN METHODS »
BUILDING BRIDGES BETWEEN RESEARCH AND PRACTICE
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UNDERSTANDING THE NATURE OF UX TO SELECT THE RIGHT METHODS1
2 ASSESSING UX ACROSS TIME BY FOCUSING ON THE MEMORY OF EXPERIENCE
3 THINKING ABOUT EXPERIENCES FIRST BY UNDERSTANDING HUMAN EXPERIENCE
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UNDERSTANDING THE NATURE OF UX TO SELECT THE RIGHT METHODS
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5 MAIN CHARACTERISTICS OF UX
UX is highly dynamic
The memory of an experience matters more than the experience itself
UX is highly contextual
UX is holistic1
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3
4
5 UX is a human experience involving emotions, values, needs,…
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UX IS HOLISTIC
System
User
Context
Interaction characteristics
Perception of non-instrumental qualities
Emotions
Perception of instrumental qualities
Components of User Experience
Consequences
overall evaluation, acceptance, intention to
use, choice of alternatives
Thüring & Mahlke, 2007
We need to assess both pragmatic and hedonic perceived qualities of a system
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UX SCALES STANDARDIZED QUESTIONNAIRES
UX
AttrakDiff scale (Hassenzahl et al., 2003)
User Experience Questionnaire (Laugwitz et al., 2008)
meCUE questionnaire (Minge & Riedel, 2013)
http://www.attrakdiff.de
http://www.ueq-online.org http://mecue.de/english
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UX IS HIGHLY CONTEXTUAL
We need to evaluate UX in a natural or realistic setting Context
User System
Social context
Technical context
Temporal context
Task context
Physical context
Time
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ECOLOGICAL VALIDITY AND THE TURN TO THE WILD
UX
Field testing and observation
"In-sitro" user testing (Kjeldskov et al., 2004)
Experience sampling
Remote user testing
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UX IS HIGHLY DYNAMIC
We need to assess UX across time and to extend the scope of user research beyond momentary UX
Before usage
Anticipated UX
Imagining experience
During usage
Momentary UX
Experiencing
After usage
Episodic UX
Reflecting on an experience
Over time
Cumulative UX
Recollecting multiple periods of use
When:
What:
How:
UX White Paper, 2010
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THE MEMORY OF AN EXPERIENCE MATTERS MORE THAN THE EXPERIENCE ITSELFMeasuring users' experience - or, the memory of them?
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Episodic UX is a reconstruction, a remembered experience biased by cognitive processes
The momentary experience is not as important as the way it is remembered.
It’s the memory of an experience that influences user’s behavior and the way he talks or recommends the product to someone
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LONG-TERM UX EVALUATION
UX
UX Curve (Kujala et al., 2011)
Diary methods (e.g., Lallemand, 2012)
Analytic scale (Karapanos et al., 2010)
Retrospective UX assessmentLongitudinal study
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UX IS ABOUT EMOTIONS AND HUMAN NEEDS
We need to use science-based tools supporting an exploration of fundamental human motivations
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Thinking about the experience first
Designing for emotions and psychological needs
Established user research methods only explore a limited part of UX
single lab testing sessions
psychophysiological measurements
expert evaluationusability scales
As we gain a deeper understanding of UX, we have to adapt the methods we use to ensure validity
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2ASSESSING UX ACROSS TIME BY FOCUSING ON THE MEMORY OF EXPERIENCE
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LONG-TERM EVALUATION PARADIGMS
Cross-sectional
Longitudinal Retrospective reconstruction
Karapanos, Martens & Hassenzahl, 2010
Pre-post repeated measures
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THEORIES OF HUMAN MEMORY
CONSTRUCTIVE APPROACHReconstruction happens in a forward temporal order
Emotional experience can neither be stored nor retrieved, but can only be reconstructed on the basis of recalled contextual cues
People recall an overall emotional assessment of an experience, but not the exact details of the event
Reconstruction takes place in a top-down fashionWhat do you remember about your last holidays?
VALUE-ACCOUNT APPROACH
Bottom-up
Top-down
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UX CURVES METHODS
RETROSPECTIVE UX EVALUATION
Users sketch a curve and add comments to report how their experience has changed during the time of use
The curve drawing area is formed of an horizontal timeline and a vertical line that divides positive and negative experiences.
Focus on the overall attractiveness or on specific aspects such as usability, or utility, or stimulation.
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UX CURVES METHODS
PROCEDURE (IN A NUTSHELL)
• Ask the person to think about how the product felt in the beginning of use and how her relationship towards the product has changed over time.
• Ask her to annotate the changes that improved the experience or made it worse. Each recalled event is therefore added on the curve and influences its shape.
• When the person has drawn one curve, she is given next curve template and asked to draw a new curve from a different point of view.
von Wilamowitz-Moellendorff, M., Hassenzahl, M., and Platz, A. (2006)
Mobile phone study example
REAL-LIFE EXAMPLE…
This practitioner draw the UX curve of « something he has been using on a daily basis for the past 2 years… »
…his 2-years old son :D
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UX CURVES METHODS
DATA ANALYSIS• UX Curves indicate trends of UX over time • Experience narratives provide qualitative data to explain why the UX has changed over time
Author's personal copy
performed simply on the basis of whether the starting point of thecurve was higher or lower compared to the end point. For example,the curve in Fig. 2 was categorized as being improving as its start-ing point was lower than its ending point, even though the curvedeteriorates in the middle. If the starting and ending points wereat the same level, the curve was categorized as stable. As the curves
were freehand drawings, they were categorized as stable if therewas a very small deviation (less than one millimeter) betweenthe vertical values of the starting and ending points of the curve.However, it can be seen from Figs. 3–10 that the categorizationwas rather straight-forward to do with the three trend type catego-ries. The relationships between the curve types and the key
Fig. 4. The deteriorating and stable general UX Curves with user IDs.
Fig. 5. The improving Attractiveness curves with user IDs.
Fig. 6. The deteriorating and stable Attractiveness curves with user IDs.
Fig. 7. The improving ease of use curves with user IDs.
Fig. 8. The deteriorating and stable ease of use curves with user IDs.
Fig. 9. The improving utility curves with user IDs.
478 S. Kujala et al. / Interacting with Computers 23 (2011) 473–483
Author's personal copy
performed simply on the basis of whether the starting point of thecurve was higher or lower compared to the end point. For example,the curve in Fig. 2 was categorized as being improving as its start-ing point was lower than its ending point, even though the curvedeteriorates in the middle. If the starting and ending points wereat the same level, the curve was categorized as stable. As the curves
were freehand drawings, they were categorized as stable if therewas a very small deviation (less than one millimeter) betweenthe vertical values of the starting and ending points of the curve.However, it can be seen from Figs. 3–10 that the categorizationwas rather straight-forward to do with the three trend type catego-ries. The relationships between the curve types and the key
Fig. 4. The deteriorating and stable general UX Curves with user IDs.
Fig. 5. The improving Attractiveness curves with user IDs.
Fig. 6. The deteriorating and stable Attractiveness curves with user IDs.
Fig. 7. The improving ease of use curves with user IDs.
Fig. 8. The deteriorating and stable ease of use curves with user IDs.
Fig. 9. The improving utility curves with user IDs.
478 S. Kujala et al. / Interacting with Computers 23 (2011) 473–483
Results: Mean attractiveness curves8
3.6.2011
Facebook Mobile phoneImproving Deteriorating Averaged curves
Kujala et al., 2011
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HOW VALID ARE RETROSPECTIVE METHODS?
UNVALID, YET RELIABLE?
What they will tell you is biased by their memory, it is not similar to how they really felt
What matters is how they remember the experience with your system because they will behave on this basis.
UX UX UX UX
© Adam Cooper (2014)
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UX CURVES METHODS & TOOLS
UX
iScale* (Karapanos et al., 2012)
UX Curve (Kujala et al., 2011)
Analytic scale (Karapanos et al., 2010)
CORPUS interview (von Wilamowitz et al., 2006)
DrawUX* (Varsaluoma & Kentta, 2012)
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FOCUS ON NEEDS & EMOTIONS AT THE HEART OF HUMAN EXPERIENCES
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© Lallemand
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CARD SETS FOR UX RESEARCH & DESIGN
UX
Positive Emotional Granularity Cards (Yoon, Desmet, & Pohlmeyer, 2013)
PLEX Cards - playful experiences (Lucéro & Arrasvuori, 2010)
Symbolic meaning for user happiness (Casais, Mugge, & Desmet, 2016)
www.diopd.org/emotioncards
UX Cards - psychological needs (Lallemand, 2015)
uxmind.eu/portfolio/ux-design-and-evaluation-cards
www.funkydesignspaces.com/plex
http://studiolab.ide.tudelft.nl/diopd/library
"Psychological needs are particular qualities of experience that all people require to thrive"
>> Sheldon et al., 2010
RELATEDNESS / BELONGINGNESS
PLEASURE / STIMULATION
SECURITY / CONTROL
AUTONOMY / INDEPENDENCE
COMPETENCE / EFFECTIVENESS
POPULARITY / INFLUENCE
SELF-ACTUALIZING / MEANING
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« DO GOALS » VS. « BE-GOALS » ?
People perceive interactive products along two quality dimensions:
(Hassenzahl, 2003)
Pragmatic qualities
Hedonic qualities
Perceived ability to support the achievement of « do-goals »
Examples: making a phone call, finding a book in an online library, buying something online
Perceived ability to support the achievement of « be-goals »
Examples: feeling competent, connected to others, feeling special…
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Or desire to feel connected to
someone?
SIMPLE NEED TO MAKE A CALL?
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NEED TO « PHONE HOME » ?
Or looking for the support of his relatives?
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IS THIS ONLY A TEXT MESSAGE?
Or essentially a proof of love?
Good UX is the consequence of fulfilling fundamental psychological needs
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AN EXPERIENTIAL TABLE LAMP?
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AN EXPERIENTIAL TABLE LAMP?
Security / Control
Relatedness / BelongingnessInfluence / Popularity
Pleasure / Stimulation
Autonomy / IndependenceCompetence / Effectiveness
Self-actualizing / Meaning
?
?
?
Target users? … kids
Context of use? … night
Needs? … security & autonomy
SOME CLUES
GLO NIGHTLIGHT: SECURITY + AUTONOMY
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AN EFFECTIVE STROLLER?
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AN EFFECTIVE STROLLER?
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A SAFE BIKE?
Bike Zone laser system
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CARD SETS FOR UX RESEARCH & DESIGN
UX
Positive Emotional Granularity Cards (Yoon, Desmet, & Pohlmeyer, 2013)
PLEX Cards - playful experiences (Lucéro & Arrasvuori, 2010)
Symbolic meaning for user happiness (Casais, Mugge, & Desmet, 2016)
www.diopd.org/emotioncards
UX Cards - psychological needs (Lallemand, 2015)
uxmind.eu/portfolio/ux-design-and-evaluation-cards
www.funkydesignspaces.com/plex/
http://studiolab.ide.tudelft.nl/diopd/library
01
USING NEEDS OR EMOTIONS IN UX RESEARCH
What are the triggers for positive experiences?
• Uncover what are the « be goals », the fundamental experiences that motivates users through the interaction with your product
• Investigate how these experiences might be fulfilled concretely. What are the triggers for a specific experience?
As an exploratory tool during interviews & focus group
As a ranking exercise to identify users’ priorities and top motivations
As an evaluation tool during a user test
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REFERENCES• Casais, M., Mugge, R., Desmet, P. (2016). Using symbolic meaning as a means to design for happiness: The development of a card set for designers.
Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference. Brighton, UK, 27–30 June 2016. • Hassenzahl, M. (2013): User Experience and Experience Design. In: Soegaard, Mads and Dam, Rikke Friis (eds.). "The Encyclopedia of Human-
Computer Interaction, 2nd Ed. Aarhus, Denmark: The Interaction Design Foundation. • Hassenzahl, M., Burmester, M., & Koller, F. (2003). AttrakDiff : Ein Fragebogen zur Messung wahrgenommener hedonischer und pragmatischer Qualität.
In J. Ziegler & G. Szwillus (Eds.) Mensch & Computer 2003. Interaktion in Bewegung, 187–196. Stuttgart: B.G. Teubner. • Kahneman, D., et al., (2004). A survey method for characterizing daily life experience: The Day Reconstruction Method, Science, CCCVI(5), 702. • Karapanos, E., Martens, J.-B., Hassenzahl, M. (2012). Reconstructing Experiences with iScale. International Journal of Human-Computer Studies,
70(11), 849-865. doi:10.1016/j.ijhcs.2012.06.004 • Karapanos, E., Martens, J.-B., & Hassenzahl, M. (2010). On the Retrospective Assessment of Users’ Experiences Over Time : Memory or Actuality ?
Proc. of CHI 2010, 2689-2698. • Kjeldskov, J., & Skov, M.B. (2007). Studying Usability In Sitro : Simulating Real World Phenomena in Controlled Environments. International Journal of
Human-Computer Interac- tion, 22(1-2), 7–36. • Kujala,S., Roto,V., Väänänen-Vainio-Mattila, K., Karapanos, E., & Sinnelä, A. (2011). UX Curve: A method for evaluating long-term user experience.
Interacting with Computers, 23, 473-483. • Lallemand, C. (2015). Towards Consolidated Methods for the Design and Evaluation of User Experience. (Doctoral dissertation). University of
Luxembourg. https://publications.uni.lu/handle/10993/21463 • Lallemand, C. (2012). Dear Diary: Using Diaries to Study User Experience. http://uxpamagazine.org/dear-diary-using-diaries-to-study-user-experience
Most of the scientific papers are available for free on Universities’ websites, via Google Scholar or on ResearchGate.net / academia.edu.
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REFERENCES• Laugwitz, B, Held, T., & Schrepp, M. (2008). Construction and evaluation of a user experience questionnaire. In A. Holzinger (Ed.) USAB 2008, LNCS
5298. Berlin: Springer Verlag. • Lucero, A., & Arrasvuori. J. (2010) PLEX Cards : a source of inspiration when designing for playfulness. Proc. of Fun and Games 2010. New York, USA:
ACM, 28-37. • Minge, M., & Riedel, L. (2013). meCUE – Ein modularer Fragebogen zur Erfassung des Nutzungserlebens. Presented at Mensch und Computer 2013,
Bremen. • Roto, V., Law, E., Vermeeren, A., & Hoonhout, J. (2011) User Experience White Paper: Bringing clarity to the concept of user experience. Result from
Dagstuhl Seminar on Demar- cating User Experience, Finland. • Thüring, M., & Mahlke, S. (2007). Usability, aesthetics and emotions in human-technology interaction. International Journal of Psychology, 42(4),
253-264. • Varsaluoma, J. and Kentta, V. (2012). DrawUX: Web-Based Research Tool for Long-Term User Experience Evaluation. In proceedings of the NordiCHI
2012, the 7th Nordic Conference on Human-Computer Interaction, October 14-17, 2012, Copenhagen, Denmark. p. 769-770. • von Wilamowitz-Moellendorff, M., Hassenzahl, M., & Platz, A. (2006). Dynamics of user experience: how the perceived quality of mobile phones
changes over time. In: User Experience—Towards a Unified View, Workshop at the Fourth Nordic Conference on Human–Computer Interaction, pp. 74–78.
• Yoon, J., Desmet, P. M. A., & Pohlmeyer, A. E. (2013). Embodied Typology of Positive Emotions: The Development of a Tool to Facilitate Emotional Granularity in Design (pp. 1195–1206). 5th International Congress of International Association of Sciences of Design Research, Tokyo, Japan.
• Adam Cooper, Cetis Blog 2014 - http://blogs.cetis.org.uk/
Most of the scientific papers are available for free on Universities’ websites, via Google Scholar or on ResearchGate.net / Academia.edu