A M ultiple S orting M ethod based on Pers onal Cons truct - - PowerPoint PPT Presentation

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A M ultiple S orting M ethod based on Pers onal Cons truct - - PowerPoint PPT Presentation

May 16, 2023 380 likes •533 views

User Experience: A M ultiple S orting M ethod based on Pers onal Cons truct Theory Ali al-Azzawi Digital World Res earch Centre & Department of Psychology Prof. David Frohlich & Dr. M argaret Wils on Overview UX

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SLIDE 1

Ali al-Azzawi

Digital World Res earch Centre & Department of Psychology

  • Prof. David Frohlich & Dr. M argaret Wils
  • n

User Experience: A M ultiple S

  • rting M ethod

based on

Pers

  • nal Cons

truct Theory

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SLIDE 2

Overview

  • UX & PCT
  • The MSP Method
  • Results
  • Conclusion
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SLIDE 3

Research Questions

Generally: What does User Experience mean? Specifically: How do people perceive and experience media devices? What are the physical properties that underlie the perceptions?

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SLIDE 4

PCT Approach

Approach

User Experience as the result of interconnected constructs What are the constructs for digital devices?

The basic postulate of the Personal Construct Theory: “A person’s processes are psychologically channelized by the ways in which he anticipates events” (Kelly 1955)

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SLIDE 5

The Method

Multiple Sorting Procedure (MSP)

+ Compares a large number of stimuli simultaneously + Not essential, but useful to verbalise the constructs + No assumption of “polar” categories + No assumption of continuum within constructs + Rich data (quantitative, qualitative & graphical) + Quick and easy to conduct

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SLIDE 6

Applying The Method

MP3 players 35 Life-size photographs

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SLIDE 7

The Script

“…sort them into groups in such a way that all the MP3 players in each group are similar to each

  • ther in some important way and

different from those in the other

  • groups. You can have as many

groups as you like, and have as many MP3 players in each group as you like. It is your views that

  • count. When you have carried out

the sorting I would like you to tell me the reasons for your sorting, and what the MP3 players in each group have in common.”

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SLIDE 8

The Procedure

For example: Screen: “large”, “horizontal”, “colour” …

Category 1 Category 2 Category 3 Category 4 Category N

Construct

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Types of Sorts

Unrestricted number of cards per pile

  • No. of Piles
  • No. of Sorts

Structured Semi- Structured Free Fixed Unlimited Unlimited 1 1 Unlimited Type-3 Type-2 Type-1

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SLIDE 10

Constructs & Categories

Type-1: Free 25 Constructs found For example: – Screen – Size – Controls – Gender – Convenience

7.4 sorts (constructs) per participant

Type-2: Semi-Structured 59 Categories found For example: – Functional – Original – Futuristic – Quirky – Classic

4.1 piles (categories) per participant

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SLIDE 11

MSA of First Sorts

First impressions are based on shape

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SLIDE 12

Type-3

  • One sort
  • Unrestricted number of cards per pile
  • 7 Point Preference Scale (7 numbered-piles)

[Likert] (1 = least, 7= most)

Structured-Sort – Preference

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SLIDE 13

Mean Item Preference

1.0 2.0 3.0 4.0 5.0 6.0 7.0

20 21 23 26 9 1 19 5 16 22 28 30 3 12 13 18 10 4 14 35 11 15 2 27 25 24 31 8 6 7 17 29 33 34 32

MP3-player Code Mean Preference

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SLIDE 14

Conclusions

1. Quick & Easy to Conduct

a) Sorting types

i. Free ii. Semi-Structured iii. Structured

b) No verbalisation required c) No polarisation imposed

2. Rich Data

a) Qualitative

i. Constructs ii. Relationship of constructs iii. Graphical representation iv. Interview (ad-hoc & prepared)

b) Quantitative (e.g. preference mean)

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SLIDE 15

Thank You

Ali al-Azzawi

a.al-azzawi@surrey.ac.uk