TOMER SHARON, UX RESEARCHER, GOOGLE @tsharon HIGH-QUALITY, - - PowerPoint PPT Presentation

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TOMER SHARON, UX RESEARCHER, GOOGLE @tsharon HIGH-QUALITY, - - PowerPoint PPT Presentation

Mar 11, 2023 313 likes •1.32k views

HIGH-QUALITY, IMPACTFUL, FAST UX RESEARCH FOR ENGINEERS TOMER SHARON, UX RESEARCHER, GOOGLE @tsharon HIGH-QUALITY, IMPACTFUL, FAST UX RESEARCH FOR ENGINEERS Psychology of attitude & behavior 1. High-quality noticeability test 2.

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SLIDE 1

HIGH-QUALITY, IMPACTFUL, FAST UX RESEARCH FOR ENGINEERS

TOMER SHARON, UX RESEARCHER, GOOGLE
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SLIDE 2

@tsharon

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HIGH-QUALITY, IMPACTFUL, FAST UX RESEARCH FOR ENGINEERS Psychology of attitude & behavior

  • 1. High-quality noticeability test
  • 2. Impactful A/B usability study
  • 3. Fast, colorful collaboration tool
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SLIDE 4

WHAT’S A HIGH- QUALITY, FAST, & IMPACTFUL UX RESEARCH?

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SLIDE 5 HIGH-QUALITY IMPACTFUL FAST IGNORED SLOW CRAPPY
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SLIDE 6

KEY

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SLIDE 7

DON’T LISTEN TO USERS

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SLIDE 8

OBSERVE BEHAVIOR

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SLIDE 9

I DON’T LISTEN TO USERS BECAUSE OF THE PSYCHOLOGY OF ATTITUDE & BEHAVIOR

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SLIDE 10

STRONG RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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SLIDE 11

SOLDIER POSITIONS ON WAR PREDICTED THEIR QUALITY OF FIGHTING

[STOUFFER, 1949]
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SLIDE 12

PEOPLE’S ATTITUDE TOWARD A CERTAIN CAR MODEL PREDICTED ITS SALES

[BOGART, 1967]
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SLIDE 13

STRONG RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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SLIDE 14 A CHINESE COUPLE VISITED 250 RESTAURANTS & HOTELS IN THE US AND GOT ONE REFUSAL TO BE SERVICED. A LETTER SENT TO THE SAME BUSINESSES ASKING IF THEY WOULD SERVE CHINESE CUSTOMERS GOT A REFUSAL FROM 92%. [LAPIERRE, 1934]
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SLIDE 15 STUDENTS WERE ASKED ABOUT THEIR ATTITUDE TOWARD CHEATING. A FEW WEEKS LATER, THEY WERE ASKED TO GRADE THEIR OWN TESTS. THERE WAS CLOSE TO ZERO CORRELATION BETWEEN ATTITUDE TOWARD CHEATING AND ACTUAL CHEATING. [COREY, 1937]
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SLIDE 16

TODAY ¡

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SLIDE 17

MANY STUDIES FOUND NO RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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SLIDE 18 SOCIAL PSYCHOLOGISTS STARTED ASKING

WHAT AFFECTS THE RELATIONSHIP BETWEEN ATTITUDE & BEHAVIOR

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SLIDE 19

6

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SLIDE 20

1

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SLIDE 21 ATTITUDE-BEHAVIOR RELATIONSHIP

LEVEL OF MEASURMENT

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SLIDE 22

1ST PRINCIPLE

A GENERAL ATTITUDE FORMS A GOOD BASIS FOR PREDICTING A WIDE SET OF BEHAVIORS

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SLIDE 23

GENERAL ATTITUDE

TO WHAT EXTENT DO YOU CONSIDER YOURSELF A ‘SOCIAL ANIMAL’?

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SLIDE 24

SPECIFIC BEHAVIOR

NUMBER OF FRINEDS, LIKES, COMMENTS, AND SHARES ON FACEBOOK

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SLIDE 25

2ND PRINCIPLE

A SPECIFIC & UNIQUE ATTITUDE MIGHT PREDICT A SPECIFIC & UNIQUE BEHAVIOR

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SLIDE 26 GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE PILL [DAVIDSON & JACCARD, 1979]
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SLIDE 27

ATTITUDE

USING BIRTH CONTROL THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL IN THE NEXT 2 YEARS

CORRELATION

0.08 0.32 0.53 0.57
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SLIDE 28

2

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SLIDE 29 ATTITUDE-BEHAVIOR RELATIONSHIP

TIME BETWEEN MEASURMENTS

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SLIDE 30

PRINCIPLE

POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT TIME- DIFFERENCE IS SHORTER

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SLIDE 31

REASON

BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER TIME

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SLIDE 32 HOW MANY TIMES DID A USER DRAW A SCREEN THEY WANT, ONLY TO REJECT IT 3 MONTHS AFTER IT? [AFTER YOU COMPLETED CODING THE DAMN THING]
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SLIDE 33

3

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SLIDE 34 ATTITUDE-BEHAVIOR RELATIONSHIP

WAY OF ACQUIRING ATTITUDE

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SLIDE 35 JOEY, 10-YEARS-OLD, WANTS A VIDEO GAME HE PLAYED AT A FRIEND’S HOUSE; HIS FRIEND MARK HEARD ABOUT THIS GAME FROM JOEY; THEIR FRIEND ANDY SAW A COMMERCIAL FOR THAT GAME. WHO IS MORE LIKELY TO NAG THEIR PARENTS TO BUY THE GAME?
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SLIDE 36

PRINCIPLE

PAST EXPERIENCE CLARIFIES ATTITUDE AND INCREASES ITS POSITIVE CORRELATION WITH BEHAVIOR

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SLIDE 37

APPLICATION 1 TO UX

IN USABILITY TESTING, ASK ABOUT OPINIONS ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT

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SLIDE 38

APPLICATION 2 TO UX

ASK ABOUT PAST EXPERIENCES RATHER THAN PREDICTIONS OF THE FUTURE

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SLIDE 39

4

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SLIDE 40 ATTITUDE-BEHAVIOR RELATIONSHIP

CLARITY OF ATTITUDE

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SLIDE 41

PRINCIPLE

HIGH, POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES WHEN ATTITUDE IS CLEARER

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SLIDE 42 STUDENTS PARTICIPATED IN ELECTION IF THEY HAD MORE INFORMATION ABOUT CANDIDATES COMPARED TO STUDENTS WHO WERE NOT VERY UP-TO-DATE WITH CANDIDATE INFORMATION. [DAVIDSON ET AL, 1985]
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SLIDE 43 RESEARCHERS MEASURED PREGNANT WOMEN’S ATTITUDES TOWARD BREASTFEEDING, THEN MEASURED WHO OF THEM BREASTFED. A STRONGER CORRELATION BETWEEN ATTITUDE & BEHAVIOR WAS FOUND AMONG WOMEN WHO GAVE BIRTH BEFORE. [MANSTEAD, PROFFITT & SMART, 1983]
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SLIDE 44

5

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SLIDE 45 ATTITUDE-BEHAVIOR RELATIONSHIP

ACCESSIBILITY OF ATTITUDE TO CONSCIENCE

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SLIDE 46

PRINCIPLE

CONSCIENCE- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR

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SLIDE 47 COMPUTER GEEKS SPEND A LOT OF TIME THINKING ABOUT THEIR OWN COMPUTER SOFTWARE PREFERENCES. PEOPLE’S ATTITUDES BETTER PREDICT BEHAVIOR WHEN THEY ARE ASKED OR HEAR ABOUT THEM REPEATEDLY. [POWELL & FAZIO, 1984, BORGIDA & CAMPBELL, 1982]
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SLIDE 48

6

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SLIDE 49 ATTITUDE-BEHAVIOR RELATIONSHIP

PERSONALITY

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SLIDE 50

PRINCIPLE

PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY OF ATTITUDE & BEHAVIOR

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SLIDE 51

PEOPLE CONCERNED WITH THEIR EXPRESSIVE SELF- PRESENTATION TEND TO CLOSELY MONITOR THEMSELVES TO ENSURE DESIRED PUBLIC APPEARANCES

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SLIDE 52 IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
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THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’

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SLIDE 54
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SLIDE 55

WHAT DOES IT MEAN TO YOU?

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SLIDE 56 DON’T

ASK WHAT THEY NEED

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SLIDE 57 INSTEAD

OBSERVE WHAT THEY DO

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SLIDE 58 DON’T

ASK WHAT IS THEIR FEEDBACK

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SLIDE 59 INSTEAD

WATCH THEM USE IT

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SLIDE 60 HIGH-QUALITY
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SLIDE 61

ONLY AN EYE TRACKER CAN TELL IF USERS NOTICE STUFF “

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SLIDE 62

EYE TRACKERS ARE NOT MIND READERS

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SLIDE 63

EYE TRACKERS ONLY TELL YOU WHERE PEOPLE LOOK, NOT WHAT THEY NOTICE

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NOTICEABILITY TEST

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SLIDE 65 NOTICEABILITY TEST

A RESEARCH TECHNIQUE FOR LEARNING WHETHER PEOPLE NOTICE KEY ELEMENTS IN YOUR DESIGN

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SLIDE 66
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SLIDE 67
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SLIDE 68 RESULT

YOU GET A CRYSTAL-CLEAR ANSWER

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SLIDE 69 HOW TO

PRINT SCREEN

CUT ELEMENTS & NON-ELEMENTS

MIX PREP BLANK PAPER & SCISSORS, SHARPIE AND TAPE ONE KIT PER USER

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SLIDE 70 HOW TO

AFTER USERS COMPLETE A TASK ASK THEM TO RE- ASSEMBLE THE KEY SCREEN, SHUT UP, & WATCH WHAT HAPPENS

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SLIDE 71 ANALYSIS

DID THEY PUT KEY ELEMENTS IN PLACE? DID THEY LEAVE OUT WHAT DOESN’T BELONG? DID THEY DRAW ELEMENTS THAT WEREN’T THERE?

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SLIDE 72

WHY IS IT HIGH- QUALITY?

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SLIDE 73 IMPACTFUL
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SLIDE 74

A/B USABILITY STUDY*

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SLIDE 75

LOOP11 (www.loop11.com/startups)

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*THE BIG LIMITATION OF A STANDALONE A/B TEST IS THAT IT ONLY TELLS YOU WHAT, NOT WHY

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SLIDE 77 A/B USABILITY TEST

AN ONLINE RESEARCH TECHNIQUE DURING WHICH USERS ARE ASKED TO COMPLETE TASKS WHILE UX METRICS ARE COLLECTED BEHIND THE SCENES

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SLIDE 78 RESULTS

THINGS TO KEEP OPPORTUNITIES FOR IMPROVEMENT COMPERATIVE DATA ABOUT SPEED, SUCCESS, & SATISFACTION

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SLIDE 79 TASK EXAMPLE

IMAGINE YOU ARE PLANNING A VACATION IN BORA BORA BETWEEN MAY 10 AND 20, 2013, WITH YOUR SPOUSE. USE UNITED.COM TO BOOK YOUR FLIGHTS.

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SLIDE 80

WHY IS IT IMPACTFUL?

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SLIDE 81 FAST
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COLORFUL COLLABORATION TOOL

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THE RAINBOW SPREADSHEET

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SLIDE 84 THE RAINBOW SPREADSHEET

A SPREADSHEET WITH WHICH DATA COLLECTED DURING A UX STUDY IS CENTRALLY DOCUMENTED COLLABORATIVELY BY A TEAM

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THE SPREADSHEET SERVES AS THE CENTERPIECE FOR LESSONS LEARNED FROM A STUDY AND LATER TURNS INTO THE FINAL REPORT

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SLIDE 89 ADVANTAGES INVOLVES THE ENTIRE TEAM FAST TURNAROUND OF RESULTS COMMITTMENT TO ACT ON RESULTS VISUAL INFO CLARIFIES WHAT’S IMPORTANT NO REPORT
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SLIDE 90

goo.gl/w0zXw

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WHY IS IT FAST?

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RECAP

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SLIDE 93 PSYCHOLOGY OF ATTITUDE & BEHAVIOR
  • 1. Level of measurement
  • 2. Time between measurements
  • 3. Way of acquiring attitude
  • 4. Clarity of attitude
  • 5. Accessibility of attitude to conscience
  • 6. Personality
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SLIDE 94

HIGH-QUALITY, IMPACTFUL, FAST UX RESEARCH FOR ENGINEERS

  • 1. High-quality noticeability test
  • 2. Impactful A/B usability study
  • 3. Fast, colorful collaboration tool
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SLIDE 95
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SLIDE 96 HIGH-QUALITY IMPACTFUL FAST
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SLIDE 97

DON’T LISTEN TO USERS

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OBSERVE BEHAVIOR

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THANK YOU

@tsharon