CS449/649: Human-Computer Interaction Winter 2018 Lecture III - - PowerPoint PPT Presentation

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CS449/649: Human-Computer Interaction Winter 2018 Lecture III - - PowerPoint PPT Presentation

Nov 18, 2022 216 likes •604 views

CS449/649: Human-Computer Interaction Winter 2018 Lecture III Anastasia Kuzminykh Understand Your Users User study Observe Register Features Ask Questions Quantitative Qualitative Behavioral Fixed & measurable Dynamic

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CS449/649: Human-Computer Interaction

Winter 2018 Lecture III

Anastasia Kuzminykh

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Observe

Understand Your Users

Register Features Ask Questions User study

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Field

Field L a b Behavioral Attitudinal Quantitative Qualitative

Lab Quantitative Qualitative Behavioural Attitudinal

  • Natural Environment
  • Uncontrolled
  • Artificial Environment
  • Well Controlled
  • What people do
  • What people think /

feel

  • Fixed & measurable

reality

  • Analyzed numerically

and statistically

  • Dynamic & descriptive

reality

  • Analyzed by themes
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Field Lab Quantitative Qualitative Behavioural Attitudinal

  • Natural Environment
  • Uncontrolled
  • Artificial Environment
  • Well Controlled
  • What people do
  • What people think /

feel

  • Fixed & measurable

reality

  • Analyzed numerically

and statistically

  • Dynamic & descriptive

reality

  • Analyzed by themes

Data Triangulation

  • One question - several methods
  • Cross verification
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Understand Your Users: Exploratory Studies

Validity of Research Design Internal Validity External Validity

Generalizability

  • f outcomes

Trustworthiness

  • f measurement
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Understand Your Users: Exploratory Studies

Validity of Research Design

Size of the sample Experimental Situation Reactivity Consistency of instruments Selection of the sample Time of the study

Internal Validity External Validity

Generalizability

  • f outcomes

Trustworthiness

  • f measurement
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Understand Your Users: Exploratory Studies

Validity of Research Design

Size of the sample Experimental Situation Reactivity Consistency of instruments Selection of the sample Time of the study

Internal Validity External Validity

Generalizability

  • f outcomes

Trustworthiness

  • f measurement
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Understand Your Users: Exploratory Studies

Reactivity

Hawthorne (observer) effect Expectancy effect (expectancy bias) Social desirability effect Conformity effect

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Cognitive (Mental) model

Understand Your Users: Exploratory Studies

Motivational system Contextual knowledge & beliefs

Exploratory Study

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Cognitive (Mental) model

Understand Your Users: Exploratory Studies

Motivational system Contextual knowledge & beliefs

  • A cognitive representation

(understanding) of how something works / organised

  • Based on previous experience &

beliefs; defines reasoning

  • Goals and tasks (“need”)
  • Desirability (“want”)
  • Emotional charge (“fears”,

frustration, pleasure, etc.)

Exploratory Study

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Exploratory Study

Goals Hypotheses General directions Open mind Understand Your Users: Exploratory Studies

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Exploratory Study

Goals Hypotheses General directions Open mind

There is a product There is NO product

Understand Your Users: Exploratory Studies

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Understand Your Users: Exploratory Studies

There is a product There is NO product

  • True-Intent Studies
  • Remote Unmoderated

Usability Studies

  • Intercept Surveys
  • Clickstream Analysis
  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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  • True-Intent Studies
  • Remote Unmoderated

Usability Studies

  • Intercept Surveys
  • Clickstream Analysis

Understand Your Users: Exploratory Studies

There is a product

  • Ask about user’s goals and/or

intentions when they entering the service

  • Track their subsequent behavior
  • Ask if they were successful in

achieving their goal

  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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  • True-Intent Studies
  • Remote Unmoderated

Usability Studies

  • Intercept Surveys
  • Clickstream Analysis

Understand Your Users: Exploratory Studies

There is a product

  • Quantitative/qualitative

automated method

  • Captures

behaviors (through software on participant device) and attitudes (through embedded survey questions)

  • Usually includes goals/scenarios
  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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  • True-Intent Studies
  • Remote Unmoderated

Usability Studies

  • Intercept Surveys
  • Clickstream Analysis

Understand Your Users: Exploratory Studies

There is a product

  • A survey triggered during the use
  • f a product
  • Usually very short
  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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  • True-Intent Studies
  • Remote Unmoderated

Usability Studies

  • Intercept Surveys
  • Clickstream Analysis

Understand Your Users: Exploratory Studies

There is a product

  • Analyzing the record of elements

that users clicks on/views, as they use a software product

  • Requires proper software

instruments / tools for telemetry data collection enabled

  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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Understand Your Users: Exploratory Studies

There is a product There is NO product

  • True-Intent Studies
  • Remote Unmoderated

Usability Studies

  • Intercept Surveys
  • Clickstream Analysis
  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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Understand Your Users: Exploratory Studies

  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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  • Questionnaires
  • Observations
  • Interviews

Understand Your Users: Exploratory Studies

  • Predefined series of written questions
  • Usually relatively large samples - fast and cheap method
  • Often used remotely
  • Better to keep within 20-25 questions
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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Understand Your Users: Exploratory Studies Survey questions Closed-ended Open-ended

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Understand Your Users: Exploratory Studies Survey questions Closed-ended Open-ended Multiple choice questions Matrix questions Scaled questions Likert scale Semantic Differential

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Understand Your Users: Exploratory Studies Survey questions Closed-ended

Multiple choice questions

Matrix questions Scaled questions Likert scale Semantic Differential Example: What color is your favorite ice-cream? ○ Red ○ Blue ○ White ○ Other: ______

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Understand Your Users: Exploratory Studies Survey questions Closed-ended Multiple choice questions Matrix questions Scaled questions Likert scale Semantic Differential Example: Where do you usually eat the following food? Home Work School N/A Ice-cream Salad Fruits

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Understand Your Users: Exploratory Studies Survey questions Closed-ended Multiple choice questions Matrix questions Scaled questions Likert scale

Semantic Differential

Example: Where would you describe this ice-cream? Tasty …. …. …. …. …. …. …. Tasteless Cheap …. …. …. …. …. …. …. Expensive Satisfying …. …. …. …. …. …. …. Disappointing

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Understand Your Users: Exploratory Studies Survey questions Closed-ended Multiple choice questions Matrix questions Scaled questions Likert scale Semantic Differential Example: Ice-cream is my favorite food at this restaurant: …. …. …. …. …. …. …. Strongly Neutral Strongly Agree Disagree

  • Typically 5, 7 or 9 point scale
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Understand Your Users: Exploratory Studies Survey questions Open-ended Unstructured questions Completion questions Explanation questions Association questions Example: Any of us can sometimes unexpectedly run

  • ut of ice-cream. What do you usually do in

such situations? ______________________________________ ______________________________________ ______________________________________ ______________________________________

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Understand Your Users: Exploratory Studies Survey questions Open-ended Unstructured questions Completion questions Explanation questions Association questions Example: In previous question you said you prefer

  • salads. Please, explain why:

______________________________________ ______________________________________ ______________________________________ ______________________________________

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Understand Your Users: Exploratory Studies Survey questions Open-ended Unstructured questions Completion questions Explanation questions Association questions Example: My favorite taste of ice-cream is __________. I like it the most because it is ____________. I usually eat it at (in)____________________ when I am ____________________________.

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Understand Your Users: Exploratory Studies Survey questions Open-ended Unstructured questions Completion questions Explanation questions Association questions Example: What is the first word that comes to mind when you see the following: Summer, Tasty, Cold, Flavour ________________________________

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Understand Your Users: Exploratory Studies Survey questions Closed-ended Open-ended Multiple choice questions Matrix questions Scaled questions Likert scale Semantic Differential Unstructured questions Completion questions Explanation questions Association questions

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Understand Your Users: Exploratory Studies

  • Observing participants performing some type of activity (ongoing

behaviour)

  • Can be controlled (lab) or naturalistic (field)
  • Different possible levels of participation
  • Written or video recording (requires consent!)
  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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Active Participation

Understand Your Users: Exploratory Studies

Non- Participatory Passive Participation Complete Participation Naturalistic Controlled Observations

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Understand Your Users: Exploratory Studies

  • In depth discussion of the topic with a participant
  • Usually one-on-one
  • Written, audio, video recording options (requires consent!)
  • Questionnaires
  • Observations
  • Interviews
  • Diary/Camera Studies
  • Participatory Design
  • Ethnographic Field

Studies

  • Contextual inquiry
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Interviews

Understand Your Users: Interview

Structured Semi - Structured Narrative (Unstructured) Focus - Groups

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Understand Your Users: Interview

Structured Semi - Structured Narrative (Unstructured) Focus - Groups

Semi-structured in a group Moderated 6-10 homogeneous strangers May permit discussion Emerged in the 1940s Focus and goal guide the discussion Open-ended questions Freedom of expression & little control Popular in ethnography List of guiding questions / topics Trajectories in a conversation Often preceded by

  • bservation

One of the most popular Same set of questions Standardized process Little freedom of expression Often self-reported