preference and desirability testing: measuring emotional response to guide design

Preference and Desirability Testing: Measuring Emotional

Response to Guide Design

Michael HawleyChief Design Officer, Mad*Pow

@hawleymichael

Paul DoncasterSenior User Experience Designer, Thomson Reuters

Why we should care

Why it’s not always as simple as asking:“Which option do you prefer?”

Methods to consider

Case Study: Greenwich Hospital

Case Study: WestlawNext

Summary/Comparison

Agenda

Why we should care

3

Impressions Count

Visceral Emotions

6

Fogg’s Behavior Model

http://www.behaviormodel.org/

Core motivators include:• Pleasure/pain• Hope/fear• Acceptance/rejection


7

Positioning Desirability Studies

http://www.xdstrategy.com/2008/10/28/desirability_studies/


“Which do you prefer?”

8

Quantity, granularity breed apathy

Poor articulation

“There’s just something

about it . . .”

“It reminds me of…”

“I ordinarily don’t like red, but for some

reason it works here . . .”

“It’s nice and clean.”

“It’s better than the

other ones.”

What Stakeholders Should Care About

“We should go with design C over A and B, because I feel it evokes

the right kind of emotional response in our audience that is

closer to our most important brand attributes.”

Methods to Consider

12

Present three different concepts or ideas to participants, and ask them to identify how two of them are different from the third and why.

13

Triading

Broad, experience-based questionnaires, that also include questions relating to visual appeal and aesthetics

• SUS (System Usability Scale)

• QUIS (Questionnaire for User Interface Satisfaction)

• WAMMI (Website Analysis and Measurement Inventory)

14

Qualitative Questionnaires

Show participants a user interface for a very brief moment, then take it away.

Participants recall their first impression, then moderator probes for meaning.

• Helpful for layout decisions, prominence of content, labels

• www.fivesecondtest.com

15

Attention designers:

You have

50 milliseconds

to make a good first impression

Quick Exposure Memory Tests

• Electroencephalography (EEG): Brain activity

• Electromyography (EMG): Muscles and Excitement

• Electrodermal Activity (EDA): Sweat, Excitement

• Blood Volume Pressure (BVP): Arousal

• Pupil Dilation: Arousal and Mental Workload

• Respiration: Negative Valence or Arousal

16

Physiological and Neurological

17

Dr. Pieter Desmet, Technical University of Delft

http://www.premo-online.com

PrEmo Emotional Measurement

18

http://www.microsoft.com/usability/uepostings/desirabilitytoolkit.doc

Product Reaction Cards

Case Study: Greenwich Hospital

19

Determine intended brand attributes (and their opposites)

20

Product Reaction Cards: Before You Begin

1. Leverage existing marketing/brand materials

2. Alternatively, stakeholder brainstorm to identify key brand attributes/descriptors using full list of product reaction cards as a start

3. Tip: “If the brand was a person, how would it speak to your customers?”

Methodology1. Include 60/40 split of positive and negative words

2. Target 60 words, optimized to test brand

3. Simple question: “Which of the following words do you feel best describe the site/design/product (please select 5):”

4. One comp per participant, or multiple comps per participant (no more than 3)

Participants1. Qualitative: Paired with usability testing

2. Quantitative: Target minimum of 30 per option if possible

21

Product Reaction Cards: Conducting

1. Calculate percentage of positive and negative attributes per design

2. Visualize overall sentiment of feedback using “word clouds” (see wordle.net)

22

Process - Analyzing

68% Positive

32% Negative

• Align the website with the character of the Hospital

• Update the site after nearly 10 years

• Counter impressions that Greenwich is more than just maternity and elder care

• Communicate that they are long-standing members of the community

23

Case Study: Greenwich Hospital Website Redesign

• 3 visually designed comps

• 50 people reacted to each comp (quantitative) via survey

• Additional feedback obtained via participant interviews (qualitative)

24

Case Study: Greenwich Hospital Website Redesign

Hello, I am requesting feedback on a website I am working on. Your answers let me know if the site is conveying the right feel.

1. What are your initial reactions to the web site?

2. Which of the following words best do you feel best describe the site (select 5):

Survey Questions

25

Three Different Visual Designs

26

Results: Concept 1

88% Positive

12% Negative

27

Results: Concept 2

87% Positive

13% Negative

28

Results: Concept 3

95% Positive

5% Negative

• Mix of qualitative and quantitative is key

o Qualitative helps provide color to the results

o Quantitative resonates with stakeholders and executives

• Position results as one form of input to decision-making process, not declaring a “winner”

• Simple, cost-efficient way to assess audience’s emotional response to a design

29

Lessons Learned

Case Study: WestlawNext

30

UX Research Team:Paul DoncasterDrew Drentlaw

Shannon O’BrienBill Quie

November Samnee

for Phase 1

• Use large sample sizes to establish a design “baseline,” from which to advance the design direction in subsequent iterations

• Isolate preference trends for specific page design aspects

• Determine tolerance for manipulation of the site “brand”

• Maintain tight security

Goals

Sessions were held in 4 cities over 5 days◦ Seattle

◦ Denver

◦ Memphis

◦ Minneapolis-St. Paul

4 sessions were held per day, with a maximum of 25 participants per session

1.5 hours allotted per study, most participants finished in less than 1 hour

319 participants successfully completed their sessions

Phase 1: Logistics & Execution

Participants completed the study at individual workstations at their own pace

All workstations included a 20” monitor, at 1024x768 resolution

Phase 1: Logistics & Execution

Memphis, TN, May 2009

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1. Brief review of Westlaw critical screens 2. Positive/negative word selection to describe Westlaw

Positive/negative product descriptors

1. Each set of Element variations were viewed in full screen

2. Participant selects “top choice” by dragging a thumbnail image to a drop area

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Homepage: Design Elements

Homepage: Design Elements (1)

1. All options viewed in full screen2. Participant selects “top choice” by dragging a

thumbnail image to a drop area

Visual Weight (6 options)

Use of Imagery (8 options)

Components (4 options)

Search Area (4 options)

Palette (10 options)

Homepage: Design Elements

1. 19 HP designs viewed in full screen (randomized)

2. All 19 options are presented again; participant assigns a rating using a 10-point slider.

3. Top 5 and Bottom 2 choices are positioned in order of rating values on one long, scrollable page.

Next to each design displayed, rates key aspects for each design on a 5-point scale

Homepage: Design Gallery

Repeat the process for Results List design:

New Results List

• Design Elements• Column Collapsing (4 options)

• Column Separation (2 options)

• Theme/Color (8 options)

• Design Gallery• 14 Results Lists designs (randomized)

• Key Aspects Rated• Color scheme

• Global Header

• Summary and Excerpt (list contents)

• Filters design (left column)

• Overall look and feel

Repeat the process for Document Display design:

New Document Display

• Design Elements• Tabs vs. Links (4 options)

• Background Separation (4 options)

• Margin Width (3 options)

• Font Size (12 options)

• Locate (2 options)

• Design Gallery• 9 Document Display designs (randomized)

• Key Aspects Rated• Color scheme

• Layout of content

• Text formatting

• Overall look and feel

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“Based on the designs I’ve liked most today . . .”

Positive/negative design descriptors

Results were analyzed across 8 different sample filters• Job Title

• Age

• Testing Location

• Years of Experience

• Hours per Week Researching

• Organization Size

• Role (decision-maker status)

The top picks were surprisingly consistent across all of the ‘Top 5’ lists analyzed

High-level Results

52

Top Homepage Designs by Job Title

1

2

3

4

5

Overall (319)

Job Title. Top 5 out of 19 possible.

Associate (189) Librarian (37) Partner (81)

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

Solo Practitioner (5)

1

2

3

4

5

HP16

HP10

HP15

HP8

HP5

HP16

HP15

HP15

HP15

HP10

HP1

HP8

HP8

HP16

HP5

HP5

HP14

HP16

HP8

HP19

HP1

HP6

HP8

HP7

HP13

Home Page (19)◦ HP16 & HP15 designs consistently

placed in the Top 5 across all filters

Results List (14)◦ RL4 consistently placed in the Top 3

across all sample filters, and was the #1 choice for 80% of all participants

Document Display (9)◦ DD3 placed in the Top 5 across all

sample filters and was the #1 choice for 77% of all participants

Phase 1: High-level Results

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Note, participants were asked to describe the current Westlaw before being shown the new designs.

Phase 1: Word Selection Results

Current Westlaw

1. Cluttered

2. Helpful

3. Comfortable

4. Efficient

5. Credible

New Designs

1. Attractive

2. Modern

3. Efficient

4. Helpful

5. Comfortable

5 design themes were derived from post-session discussions

• “New design(s) are better than current Westlaw”

• “Clean and Fresh”

• “Contrast is Important”

• “Prefer Westlaw Blue”

• “No Big Fonts Please”

The study narrowed the list of potential designs, and we better understood what design elements that Westlaw users liked and disliked.


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Phase 2: September 2009

Kansas City, MO, Sept 2009

Goals

• Refine preferences for selected design directions

• Understand users personal reasons for liking their preferred choices

• Get closure on other design options for online and printed content

• Sustain tight security

Tool

• Same as in Round 1, with some minor revisions to accommodate specialized input


Method◦ View, Rate, and Pick Top Choice for

Homepage (3 options) Result List (2 options) Document Display (2 options) “Why?”

◦ Simple preference selection for two unresolved UI design issues

Citing References: Grid display or List display? Out of Plan Indication design (6 options)

◦ Type formatting preferences for 3 different content types Font Face Font Size Margin Width


Logistics◦ 3 cities (Philadelphia, Kansas City, Los Angeles)◦ 1 Day◦ 226 participants

Analysis◦ Filters (8 categories) were used to score the designs for each

visual preference

Results◦ Clear choices for top designs in each of all categories◦ “Why” feedback shed new light on designs under

consideration and helped focus “homestretch” design activities


Home Page (3)◦ HP3 ranked #1in 94% of filter groups

(54% of total participants)

Results List (2)◦ RL5 ranked #1in 97% of filter groups


Document Display (2)◦ DD7 ranked #1in 94% of filter groups



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The main concerns regarding Homepage Design HP3

◦ Search Box Too small How do I do a Terms-and-Connectors search?

◦ Browse Section How do I specify multiple or specific search content? Poor organization Poor label

◦ Need access to “often-used” content

◦ Need better access to help

Participant Comments: Homepage

Goals

◦ Get feedback on branding options from decision makers and those who influence purchase of the product

◦ Get closure on final outstanding design issues

Tool

◦ Same as in Rounds 1 & 2, with some minor revisions to accommodate specialized input

Phase 3: December 2009

Method◦ Wordmark/Branding

View wordmark color combinations and design elements against different backgrounds, pick top choice and provide comments

Make a final “Top Choice” from all selections

◦ Simple preference selection for outstanding UI design issues Header Space: Tile or No Tile? Notes Design

Location: Inline or Column? State: Open or Closed?

Headnote Icon design (4 variations)


1

2

3

4

Your Most Liked

Your Least Liked

What color combination do you prefer? Please rank the 4 combinations below according to your preferences. To rank, click and drag an item from the left to a box on the right.

Logistics◦ 3 cities (Seattle, Denver, Boston) ◦ 1 Day◦ 214 participants

Analysis◦ Simple preference, no advanced filters

Results◦ Decision-makers confirmed that critical brand elements should

be retained


Image Overall DM Votes

Sole Decision Makers

Decision Making Committee Member

Influence Decision Makers

138% (46/121)

9 14 23

236% (43/121)

11 15 17

321% (25/121)

9 6 10

46% (7/121)

2 1 4

Decision Makers’ Picks (1 of 2)

Measuring

Emotional Response

to Guide Design

Why it succeeded

• Quantitative & qualitative data to identify preference trends

• “Slicing” across identifiable filters

• Emphasis on “gut-level” reactions

• Intolerance for manipulation of product brand

• Rapid turnaround of data to all stakeholders

o Executive

o Design

o Development

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Document Display

May 2009

Sept 2009

Feb 2010

At what cost(s)?

• We held off asking “why” until the second round

• If we had asked why in the first round, we might haveo avoided some of internal design battleso gotten more granular ammunition for communicating the design

vision to stakeholders

• “Need for speed” attained at the cost of detailed analysis

Retrospective

Recommendations for anyone thinking of undertaking something like this

• Procure a “Matt” to create and administer your tool

• Get a good technical vendor for on-site

• Report results in as close to real-time as possible on a wiki or other web-page

Retrospective

Summary/Comparison

72

Both groups valued support in design decision making

Align methodology with needs of the project

Research-inspired, not research-decided

73

Summary/Comparison

Additional Reading and Tools

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Benedek, Joey and Trish Miner. “Measuring Desirability: New Methods for Evaluating Desirability in a Usability Lab Setting.” Proceedings of UPA 2002 Conference, Orlando, FL, July 8–12, 2002. http://www.microsoft.com/usability/uepostings/desirabilitytoolkit.doc

Lindgaard, Gitte, Gary Fernandes, Cathy Dudek, and J. Brown. "Attention Web Designers: You Have 50 Milliseconds to Make a Good First Impression!" Behaviour and Information Technology, 2006. http://www.imagescape.com/library/whitepapers/first-impression.pdf

Rohrer, Christian. “Desirability Studies: Measuring Aesthetic Response to Visual Designs.” xdStrategy.com, October 28, 2008. Retrieved February 10, 2010. http://www.xdstrategy.com/2008/10/28/desirability_studies

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Additional Reading

User Focus. "Measuring satisfaction: Beyond the Usability Questionnaire." Retrieved February 10, 2010. http://www.userfocus.co.uk/articles/satisfaction.html

UserEffect. "Guide to Low-Cost Usability Tools." Retrieved May 12, 2010.http://www.usereffect.com/topic/guide-to-low-cost-usability-tools

Tullis, Thomas and Jacqueline Stetson. “A Comparison of Questionnaires for Assessing Website Usability.” Usability Professionals’ Association Conference, 2004.home.comcast.net/~tomtullis/publications/UPA2004TullisStetson.pdf

Westerman, S. J., E. Sutherland, L. Robinson, H. Powell, and G. Tuck. “A Multi-method Approach to the Assessment of Web Page Designs.” Proceedings of the 2nd international conference on Affective Computing and Intelligent Interaction, 2007.http:// portal.acm.org/citation.cfm?id=1422200

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Additional Reading

Five Second Testhttp://fivesecondtest.com/

Feedback Army http://www.feedbackarmy.com

Wordlehttp://www.wordle.net

PrEmohttp://www.premo-online.com

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Additional Tools