gfk - how good is your user experience (ux)?

1 © GfK 2014 | How Good is your User Experience? | 26. June 2014

HOW GOOD IS YOUR

USER EXPERIENCE?


UX

WHAT IS IT?


All the aspects of how people use an

interactive product: the way it feels

in their hands, how well they

understand how it works, how they

feel about it while they’re using it,

how well it serves their purposes,

and how well it fits into the entire

context in which they are using it.

(Alben 1996)

All aspects of the end-user’s

interaction with the company, its

services, and its products. The first

requirement for an exemplary user

experience is to meet the exact

needs of the customer, without fuss

or bother. Next comes simplicity and

elegance that produce products that

are a joy to own, a joy to use. True

user experience goes far beyond

giving customers what they say they

want, or providing checklist features.

In order to achieve high-quality user

experience in a company’s offerings

there must be a seamless merging

of the services of multiple

disciplines, including engineering,

marketing, graphical and industrial

design, and interface design.

(Nielsen-Norman Group)

The overall experience, in general or

specifics, a user, customer, or

audience member has with a

product, service, or event. In the

Usability field, this experience is

usually defined in terms of ease-of-

use. However, the experience

encompasses more than merely

function and flow, but the

understanding compiled through all

of the senses. (Shedroff)

Every aspect of the user’s

interaction with a product, service, or

company that make up the user’s

perceptions of the whole. User

experience design as a discipline is

concerned with all the elements that

together make up that interface,

including layout, visual design, text,

brand, sound, and interaction. UE

works to coordinate these elements

to allow for the best possible

interaction by users. (UPA)

User eXperience (UX) is about how

a person feels about using a system.

User experience highlights the

experiential, affective, meaningful

and valuable aspects of human-

computer interaction (HCI) and

product ownership, but it also covers

a person’s perceptions of the

practical aspects such as utility,

ease of use and efficiency of the

system. User experience is

subjective in nature, because it is

about an individual’s performance,

feelings and thoughts about the

system. User experience is dynamic,

because it changes over time as the

circumstances change (Wikipedia)

User Experience (abbreviated: UX)

is the quality of experience a person

has when interacting with a specific

design. (UXnet.org and Interaction-

Design.org)

Users’ perceptions of interaction that

constitute qualities of use. (Colbert

2005)

A result of motivated action in a

certain context. User’s previous

experiences and expectations

influence the present experience;

this present experience leads to

more experiences and modified

expectations. (Mäkelä & Fulton

Suri, 2001)

The value derived from interaction(s)

[or anticipated interaction(s)] with a

product or service and the

supporting cast in the context of use

(e.g., time, location, and user

disposition). (Sward & MacArthur

(2007)

The user experience considers the

wider relationship between the

product and the user in order to

investigate the individual’s personal

experience of using it. (McNamara

& Kirakowski, 2006)

An activity of encounter by a

computer user with the auditory and

visual presentation of a collection of

computer programs. It is important to

note that this includes only what the

user perceives and not all that is

presented. (Microsoft)

An umbrella term used to describe

all the factors that contribute to a site

user’s overall perception of a

system. Is it easy to use, attractive

and appropriate? Does it meet user

needs?

(Public Life)

A consequence of a user’s internal

state (predispositions, expectations,

needs, motivation, mood, etc.), the

characteristics of the designed

system (e.g. complexity, purpose,

usability, functionality, etc.) and the

context (or the environment) within

which the interaction occurs (e.g.

organisational/social setting,

meaningfulness of the activity,

voluntariness of use, etc.)

(Hassenzahl & Tractinsky, 2006)

The entire set of affects that is

elicited by the interaction between a

user and a product, including the

degree to which all our senses are

gratified (aesthetic experience), the

meanigs we attach to the product

(experience of meaning), and the

feelings and emotions that are

elicited (emotional experience).

(Hekkert, 2006)

A set of material rendered by a user

agent which may be perceived by a

user and with which interaction may

be possible. (W3C)

UX is a momentary, primarily

evaluative feeling (good-bad) while

interacting with a product or service.

(Hassenzahl, 2008)

The user experience, mostly called

“customer experience” when

referring to e-commerce websites;

the totality of the experience of a

user when visiting a website. Their

impressions and feelings. Whether

they’re successful. Whether they

enjoy themselves. Whether they feel

like coming back again. The extent

to which they encounter problems,

confusions, and bugs.

(UsabilityFirst.com)

Encompasses all aspects of a digital

product that users experience

directly—and perceive, learn, and

use—including its form, behavior,

and content. Learnability, usability,

usefulness, and aesthetic appeal are

key factors in users’ experience of a

product. (UXmatters)

UX = the sum of a series of

interactions

User experience (UX) represents the

perception left in someone’s mind

following a series of interactions

between people, devices, and

events – or any combination thereof.

(Fatdux.com)

A person’s perceptions and

responses that result from the use or

anticipated use of a product, system

or service (ISO 9241-210, 2010)

The design of user interaction with a

system, product or service

considering the usability, the

enjoyment and the fit to the way

users think. (TicToc)

User experience = Convenience + Design – Cost.

Convenience is the king. What makes a product convenient is quite often what

makes it usable. It might also relate to the availability of the product. It might

also have something to do with laziness and productivity. Defining

“convenience” is by no means an easy task. As is with everything else in this

chart, convenience is subjective.

Design is what makes a product liked and attractive, even before it has been

used. Design is what makes you want the product. It is beauty, the touch of a

famous designer, a likable company, character—pretty much what brand value

is thought to be. (Nyman 2005)

The user experience is the totality of

end-users’ perceptions as they

interact with a product or service.

These perceptions include

effectiveness (how good is the

result?), efficiency (how fast or

cheap is it?), emotional satisfaction

(how good does it feel?), and the

quality of the relationship with the

entity that created the product or

service (what expectations does it

create for subsequent interactions?).

(Kuniavsky, 2010)

The overall experience and

satisfaction a user has when using a

product or system. (BitPipe.com)

The overall perception and

comprehensive interaction an

individual has with a company,

service or product. A positive user

experience is an end-user‘s

successful and streamlined

completion of a desired task. (Goto,

2004)

Users’ judgement of product quality

arising from their experience of

interaction, and the product qualities

which engender effective use and

pleasure. (Sutcliffe, 2010)

User experience stands for the

quality of a global experience as

perceived by a person (user)

interacting with a system. (use-

design.com)

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21 22 23

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25 26

27


REVANG RUBINOV MORVILLE


HOW CAN YOU

MEASURE THAT?


Net Promoter Score (NPS)

% Promoters % Detractors

10 9 8 7 6 5 4 3 2 1 0

Passive

”How likely is it that you would recommend [manufacturer website] to a

friend or colleague?”

Net Promoter Score

Focuses on recommendation power, only Does neither measure Usability nor User Experience


System Usability Scale (SUS)

I think that I would like to use this system frequently

I found the system unnecessarily complex

I thought the system was easy to use

I think that I would need the support of a technical person to be able to use this system

I found the various functions in this system were well integrated

I thought there was too much inconsistency in this system

I would imagine that most people would learn to use this system very quickly

I found the system very cumbersome to use

I felt very confident using the system

I needed to learn a lot of things before I could get going with this system

10 items 74 1 value

Focuses on Usability, only Does not measure User Experience


AttrackDiff

Source and ©: User Interface Design GmbH

Variante 2

Measures User Experience But with limited dimension range


GfK’s UX SCORE

MEASURES THAT!


Desk research

Operationalisation &

Design

Draft model of

User Experience

Reduction to a core

item set

Eight different test

objects

50 face-to-face

interviews each

Final examination of

the model

Four different

test objects

400 face-to-face

interviews

Three qualities:

task-oriented, self-

oriented, aesthetic

Standardised

instrument for

the measurement of

UX

International validation

(DE, US, China)

Two test objects,

validation against SUS,

AttrakDiff.

300 face-to-face

interviews

Steps to a UX model

Preparation Validation

Study I

Validation

Study II

Validation

Study III

Model of UX


Task-oriented qualities

refer to the operation and

learnability of the way in which

the product works.

User-oriented qualities refer to

feelings of belonging and the

inspiration of the user that the

product engenders.

Product-related aspects refer

to the features of the product

such as how it looks, feels and

sounds.

Variante 2

UX Score structure


STUDY

SETUP


N = 988

N = 1.146

N = 403 N = 1.238

Total: N = 3.776

Global coverage


48% males

55% males

Representative samples

Basis: total n=3,776; GER n=1,146; ITA n=403; JPN n=1,238; USA n=988

Gender and age representative for car drivers with one or more cars in the household in the online population of the respective country (Roper Report 2013)

57% males

18-34 years

58% males

35-49 years

50-65 years

>65 years


Wide range of Models and Model Years

Basis: total n=3,776

Average car age: 2.9 years


15 brands


STUDY

RESULTS


UX Total Scores Individual Market Benchmark

4.3 4.4 4.7 3.8 4.6

Basis: total n=3,776; GER n=1,146; ITA n=403; JPN n=1,238; USA n=988


UX-Score Dimensions Systematically Lower Scores on Self-Oriented Qualities

Basis: GER n=1,146; ITA n=403; JPN n=1,238; USA n=988

3.8

4.4

4.6

4.7

3.8

4.3

4.5

4.6 4.8

4.7

4.6

3.9


F:

Full Size

Luxury

4.7

S:

Sportscar

4.7 E:

Executive

Car

4.7

J:

SUV

4.6 Pick-up/

Truck*

4.5

C:

Small

Family

Car

4.5

B:

Supe

rmini

4.4

M: Multi Purpose Car 4.1

D: Large Family Car 4.4

BM: 4.4

UX-Score by Car Segments Luxury Full Size and Sport Cars are the Leaders

Note: * Pick-up/Truck only US sample

Basis: total n=3.776; B n= 203; C n= 542; D n=779; E n=273; F n=70; S n=61; M n=414; J n=459; Pick up/Truck n=49


J:

SUV

4.8

Basis: GER n=1,146; ITA n=403; JPN n=1,238; USA n=988

F:

Full size

Luxury car

4.9

S:

Sports

Coupe

4.1

S:

Sports

Coupe

4.7

Top UX-Score by Segment In Each Country


UX-Score Increases with Car Model Year

Basis: total n=3.776; MY 2002-2005 n=304; MY 2006-2009 n=870; MY 2010-2013 n=2010-2013 n=2,601

4.1 MY 2002-2005

4.4 MY 2010-2013 4.2

MY 2006-2009


Young Drivers and Tech Enthusiast tent to have higher UX-Score

4.4 18-34 years

4.3 35-49 years

4.2 50-65 years

4.2 >65 years

4.9 High enthusiasts

4.2 Neither

4.0 Non-enthusiasts

Tech. enthusiast level based on frequency of performing different task (e.g. phone/video calls, navigation, shopping etc.) on mobile phone Basis: High enthusiasts n=790; Neither n=1,810; Non-enthusiasts n=1,176;

18-34 years 1,188; 35-49 years n=1,357; 50-65 years n=988; older than 65 years n=243


4.6 4.5

4.4 4.4

How Good is Your UX in DE?

BM: 4.4

Basis: Audi n=190; BMW n=235; Mercedes n=181; Opel n=87


4.9 4.8 4.8

4.7

How Good is Your UX in Italy?

BM: 4.7

Basis: Audi n=30; BMW n=34; Mercedes n=27*; Volkswagen n=30


4.1 3.9

3.8 3.8

How Good is Your UX in Japan?

BM: 3.8

Basis: Honda n=264; Lexus n=54; Nissan n=262; Toyota n=477


4.6 4.6 4.6 4.7

4.8 4.8

How Good is Your UX in US?

BM: 4.6

Basis: Audi n=52; BMW n=71; Chevrolet n=215; Ford n=196; Honda n=88; Nissan n=74;


4.5 Rotary

dial

4.8 Rotary

dial

3.6 Rotary

dial

4.6 Rotary

dial

HMI Concept – Rotary Dial vs. Touch Screen

Basis: GER: rotary n=705; touch n=442; ITA: rotary n=124; touch n=226; JPN rotary n=90; touch n=1148; USA: rotary n=355; touch n=633

Touch screen

4.4

Touch screen

4.7

Touch screen

3.9

Touch screen

4.6


Works with many

formats

33%

Easy Access

32%

Colorful

27%

Replaceable

24% Waterproof

Electronics

23% 22%

19%

18%

Infotainment

systems designed

to work with

different formats

like iOS, Android,

Windows 8

Easy to access voice support

/ information system

Tablet PC as full replacement

of built-in infotainment system

Passenger Head Up

Display i.e. to watch movies

Gesture

Control

Videoconference

in the vehicle

Color Head Up

Display

What Consumers Want Next?

Interest in buying that product if it were offered for your type of vehicle you plan to purchase next?


CONCLUSION


WHAT?

SO

WHAT?

NOW

WHAT? OEMs can differentiate among

themselves by focusing and

boosting user-oriented qualities

(product fit and inspiration).

Understand driver’s emotional

benefits of using infotainment

systems.

How the product can better fit to

users personal lives?

How to make users more emotionally

engage while using infotainment

system?

Key Takeaway #1: Strong on Aesthetic Qualities but fall behind on Product Fit & Inspiration

Overall, drivers are satisfied with

their infotainment systems’ look,

feel and sound (4.5 in total)

however, the products lack of

personal engagement and

inspirational motives – this

quality has the lowest scores

across all markets (4.2 in total).


WHAT?

SO

WHAT?

NOW

WHAT? Drivers needs are focused on

easiness and flexibility.

Especially icons and commands

need to be adopted to markets’

forms, linguistic rules and

consumer’s technological

adaptation level /market

technological advancement.

Understand drivers’ needs - ‘what’

and ‘why’ cause difficulties and

test different solutions and its

regional/market applicability.

Leverage tech. developments

outside of Auto and provide

designs in line with the personal

technological features.

Key Takeaway #2: Users are Looking for Flexibility and Easiness in Operating Info. Systems

Understanding the icons and

system commands are the

functions that impact the UX-score

the most and negatively.

In their next systems, drivers are

looking for easy to access

information systems (33%) and

infotainment that is designed to

work with different formats like

iOS, Android etc. (32%)


WHAT?

SO

WHAT?

NOW

WHAT? There is a need to understand

market differences and drivers’

expectations when it comes to

infotainment systems’ user

experiences.

Understand drivers’ expectations :

• collect first hand feedback

from drivers

• follow the pace of

technological developments

outside of automotive and

leverage & adjust to auto tech

Key Takeaway #3: UX Expectations vary by Markets – Japan vs. US & Europe

Japanese drivers have significantly

different UX expectations vs.

drivers form USA & Europe.

Japan is the only market with

total UX score below 4 points

(3.8).


THANK YOU

QUESTIONS PLEASE


Contact

Tim Bosenick

Head of User Experience

+49 40 696669 134

[email protected]

@GfK_UX

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