running a masters level study in mmu's ux lab
TRANSCRIPT
Running a Masters Level Study on Usability at The MMU Usability Lab
David Edmundson-Bird
Principal Lecturer Digital Marketing
MMU Business School
Running a Masters Level Study on Usability at The MMU Usability Lab
• Agenda – A look at the project
• The development of a methodology for the measurement of intention on mobile devices
– What’s it like to support a mobile marketing professional? • The Consultancy Dissertation
– What’s it like to conduct a study in our new lab? • The experience of the lab • Conducting ground-breaking research at an industrial
university • Why is it okay not to get the answers you're looking for?
Who? Paul McManus Mobile Marketing Manager at Win Technologies
David Edmundson-Bird Principal Lecturer Digital Marketing at MMU
THE DEVELOPMENT OF A METHODOLOGY FOR THE MEASUREMENT OF INTENTION ON MOBILE DEVICES
The Project Title
Background
• Trying to understand “intention”
– Theory of Reason Action (Azjen & Fishbein, 1980)
• Affected by attitude, “norms”, how you feel about behaviour
• Difference between goals and behaviour
• Alternatives
• Intention vs. estimation
• Accepting technology (Davis, 1989)
Background
• Multi-modal HCI
– Body, gesture, gaze, expression & audio emotion
• Problems with being given tasks
– Tasks given affect intention
• Intention Modelling (Spyrou & Darzentas (1996)
– Series of rules have to be applied
Supporting a Professional
• MMU/Econsultancy MSc Digital Marketing Communications
• Dissertation styles
– Empirical study
– Market survey & business planning
– Consultancy Dissertation
Paul’s Study
• Paul acted as my “Consultant”
• We wanted a methodology for measuring intention on mobile devices
• Paul’s work is about the experience of creating a methodology rather than to simply create a methodology
Paul’s Plan
• Develop an understanding of the test environment – Data collection tools
• Mobile eye-trackers
• UX room cameras
• PC with cam
– There was a lot Paul didn’t know about the lab, software, data relay etc.
– Inviting participants • Qualifying to be a participant
Paul’s Results
• Self-calibration with mobile eye-tracker, target focus and the software is impossible
• Mobile eye-tracking runs on 2 not 3 dimensions
• Other results
Supervision
• Managing a professional (as opposed to a full-time student)
• Consultant approach vs. Empirical Study vs. “Inventing Something”