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 & descriptive reality reality ● Analyzed numerically ● Analyzed by themes b and statistically a L Field Lab Quantitative Qualitative ● Natural Environment ● Artificial Environment ● Well Controlled ● Uncontrolled Field Attitudinal Behavioural Attitudinal ● What people do ● What people think / feel
Quantitative Qualitative ● Fixed & measurable ● Dynamic & descriptive reality reality ● Analyzed numerically ● Analyzed by themes and statistically Data Triangulation Field Lab ● Natural Environment ● Artificial Environment ● One question - several methods ● Well Controlled ● Uncontrolled ● Cross verification Behavioural Attitudinal ● What people do ● What people think / feel
Understand Your Users: Exploratory Studies Generalizability Trustworthiness of outcomes of measurement Validity of Research Design External Validity Internal Validity
Understand Your Users: Exploratory Studies Generalizability Trustworthiness of outcomes of measurement Validity of Research Design External Validity Internal Validity Selection of the sample Size of the sample Consistency of instruments Experimental Situation Time of the study Reactivity
Understand Your Users: Exploratory Studies Generalizability Trustworthiness of outcomes of measurement Validity of Research Design External Validity Internal Validity Selection of the sample Size of the sample Consistency of instruments Experimental Situation Time of the study Reactivity
Understand Your Users: Exploratory Studies Reactivity Hawthorne (observer) Conformity effect effect Expectancy effect Social desirability (expectancy bias) effect
Understand Your Users: Exploratory Studies Exploratory Study Contextual Cognitive Motivational system knowledge & beliefs (Mental) model
Understand Your Users: Exploratory Studies Exploratory Study Contextual Cognitive Motivational system knowledge & beliefs (Mental) model - A cognitive representation - Goals and tasks (“need”) (understanding) of how - Desirability (“want”) something works / organised - Emotional charge (“fears”, - Based on previous experience & frustration, pleasure, etc.) beliefs; defines reasoning
Understand Your Users: Exploratory Studies General Goals directions Open mind Hypotheses Exploratory Study
Understand Your Users: Exploratory Studies General Goals directions Open mind Hypotheses Exploratory Study There is NO There is a product product
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 ● Diary/Camera Studies ● Ethnographic Field ● Observations ● Participatory Design Studies ● Interviews ● Contextual inquiry
Understand Your Users: Exploratory Studies There is a product - Ask about user’s goals and/or intentions when they entering the ● True-Intent Studies service ● Remote Unmoderated - Track their subsequent behavior Usability Studies - Ask if they were successful in ● Intercept Surveys achieving their goal ● Clickstream Analysis ● Questionnaires ● Diary/Camera Studies ● Ethnographic Field ● Observations ● Participatory Design Studies ● Interviews ● Contextual inquiry
Understand Your Users: Exploratory Studies There is a product - Quantitative/qualitative automated method ● True-Intent Studies - Captures behaviors (through software on participant device) and ● Remote Unmoderated attitudes (through embedded survey Usability Studies questions) ● Intercept Surveys - Usually includes goals/scenarios ● Clickstream Analysis ● Questionnaires ● Diary/Camera Studies ● Ethnographic Field ● Observations ● Participatory Design Studies ● Interviews ● Contextual inquiry
Understand Your Users: Exploratory Studies There is a product ● True-Intent Studies - A survey triggered during the use of a product ● Remote Unmoderated Usability Studies - Usually very short ● Intercept Surveys ● Clickstream Analysis ● Questionnaires ● Diary/Camera Studies ● Ethnographic Field ● Observations ● Participatory Design Studies ● Interviews ● Contextual inquiry
Understand Your Users: Exploratory Studies There is a product - Analyzing the record of elements that users clicks on/views, as they ● True-Intent Studies use a software product ● Remote Unmoderated - Requires proper software Usability Studies instruments / tools for telemetry ● Intercept Surveys data collection enabled ● Clickstream Analysis ● Questionnaires ● Diary/Camera Studies ● Ethnographic Field ● Observations ● Participatory Design Studies ● Interviews ● Contextual inquiry
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 ● Diary/Camera Studies ● Ethnographic Field ● Observations ● Participatory Design Studies ● Interviews ● Contextual inquiry
Understand Your Users: Exploratory Studies ● Questionnaires ● Diary/Camera Studies ● Ethnographic Field ● Observations ● Participatory Design Studies ● Interviews ● Contextual inquiry
Understand Your Users: Exploratory Studies ● ● Questionnaires ● Diary/Camera Studies ● Ethnographic Field ● Observations ● Participatory Design Studies ● Interviews ● Contextual inquiry - Predefined series of written questions - Usually relatively large samples - fast and cheap method - Often used remotely - Better to keep within 20-25 questions
Understand Your Users: Exploratory Studies Survey questions Closed-ended Open-ended
Understand Your Users: Exploratory Studies Survey questions Closed-ended Open-ended Multiple choice questions Matrix questions Scaled questions Semantic Differential Likert scale
Understand Your Users: Exploratory Studies Survey questions Closed-ended Example: What color is your favorite ice-cream? Multiple choice questions ○ White ○ Red ○ Other: ______ ○ Blue Matrix questions Scaled questions Semantic Differential Likert scale
Understand Your Users: Exploratory Studies Survey questions Example: Closed-ended Where do you usually eat the following food? Multiple choice questions Home Work School N/A Matrix questions Ice-cream Salad Scaled questions Fruits Semantic Differential Likert scale
Understand Your Users: Exploratory Studies Survey questions Example: Closed-ended Where would you describe this ice-cream? Multiple choice questions Tasty …. …. …. …. …. …. …. Tasteless Matrix questions Cheap …. …. …. …. …. …. …. Expensive Scaled questions Satisfying …. …. …. …. …. …. …. Disappointing Semantic Differential Likert scale
Understand Your Users: Exploratory Studies Survey questions Example: Closed-ended Ice-cream is my favorite food at this restaurant: Multiple choice questions …. …. …. …. …. …. …. Matrix questions Strongly Neutral Strongly Agree Disagree Scaled questions - Typically 5, 7 or 9 point scale Semantic Differential Likert scale
Understand Your Users: Exploratory Studies Survey questions Open-ended Example: Any of us can sometimes unexpectedly run Unstructured questions out of ice-cream. What do you usually do in such situations? Explanation questions ______________________________________ Completion questions ______________________________________ ______________________________________ Association questions ______________________________________
Understand Your Users: Exploratory Studies Survey questions Open-ended Example: Unstructured questions In previous question you said you prefer salads. Please, explain why: Explanation questions ______________________________________ ______________________________________ Completion questions ______________________________________ ______________________________________ Association questions
Understand Your Users: Exploratory Studies Survey questions Open-ended Example: Unstructured questions My favorite taste of ice-cream is __________ . I like it the most because it is ____________ . I Explanation questions usually eat it at (in) ____________________ when I am ____________________________ . Completion questions Association questions
Understand Your Users: Exploratory Studies Survey questions Open-ended Example: Unstructured questions What is the first word that comes to mind when you see the following: Explanation questions Summer, Tasty, Cold, Flavour Completion questions ________________________________ Association questions
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