To adapt this methodology to focus on visual appeal, we recommend modifying the list of product-reaction words. There are a few points to keep in mind if you compress the word list:. In our online survey to measure the attractiveness of flat designs, we used this modified product reaction list. Benedek and T. Measuring desirability: New methods for evaluating desirability in a usability lab setting.
Proceedings of UPA Conference. Desirability studies: Measuring aesthetic response to visual designs. She conducts research and leads training seminars to help digital product teams expand and improve their UX practice. Her research findings and recommendations are informed by her background in information theory and design, as well as her development experience.
Land of Home Improvement August 17, at pm Reply. Thanks for sharing this information. Really is pack with new knowledge. Keep them coming. Mathew Sanders July 7, at am Reply. Any thoughts on this approach? Mathew Yep I am completely sympathetic to your comment, doing this takes a minimum of 10 minutes. Mathew Sanders July 17, at am Reply. Hi Iain, thanks for that suggestion! Mathew, It depends on who you are doing this for and what their expectations are.
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Email required Address never made public. Name required. Search for:. Create a free website or blog at WordPress. Follow Following. Sign me up. We spread the cards along a table so that the cards are touching but not overlapping. When the user completes the last task, we direct them to the table and provide the following instructions:. There are of them altogether, but they are in no particular order.
If you pick more, which is fine, you can tell us what your top 5 words are. When the participant finishes the last task, we pull up a table of the Microsoft words so that users can see and access it on their screen. We then ask them to read over the rows and columns of words and select the 5 or 6 words that fit their experience. If they are comfortable using the highlighting tool in Word to make their selections, they can do this as they go along to make placeholders so that they can go back and discuss the words they picked.
Or, if they want us to manage the process, we can take over mouse control and highlight the words they tell us. If you want to mix up the words on the screen so that participants see them differently each time, you can put the words into an Excel spreadsheet and sort them differently each time.
You can also customize the list of words, creating your own card deck or adding some specific words to the full deck to reflect the goals of your study. We have done this before and then pointed out how many participants chose any of the new words on the list. Some people go with a smaller set of words. Microsoft began with a list of So, you can make the list smaller, if you like.
We use the whole set and we always observe that users catch on to the task quickly and really enjoy it. But the most amazing thing is how frequently participants pick the very same word out of a deck of !
In addition to the number of words that are the same, we also see tremendous thematic overlap in similar words chosen by participants. The product reaction cards are a powerful tool for gathering qualitative feedback from participants in a single usability study and as a measure of improvement in iterative studies. In a single study , we typically present the results in a word cloud, which quickly shows the words chosen most often. The image at the top of this blog post is an example.
We often include a table of the positive and negative words chosen with a count of how many of each word was selected by each user.
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