Cost Effective - Quick Usability Testing

Talk structure: 3 techniques for better
interface design
• Card Sorting
– Not used to its full potential
– We need an easier way to do and record data for card sorts
Cost-effective methods
for rapid user research • Persona Creation
and usability testing – The process for creating personas needs to be demystified.
Period.
• Usability Tests
– Its time to stop thinking of this monolithic entity called
Rashmi Sinha “usability tests”. There are many types of usability tests with
different levels of complexity.
– Tests for competitive benchmarking or for iterative design
www.rashmisinha.com process can borrow from experimental design techniques.
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Understanding the categorical

Understanding your users
structures of the mind
• Finding out what issues are relevant • Card sorting is one of a family of techniques to
to them tap into the user’s categorical structures.
• Exploring their mental models Animal
(has skin, can
move, eats)
• Methods Birds Fish
(wings, flies, (swims, gills, fins)
– Interview feathers)
– Observation
– Ethnographic Methods
– Card Sorting & other methods of Canary Ostrich Salmon Shark
exploring categorization (sings, yellow) (tall, does not fly) (edible, pink) (dangerous, gray)
– Persona Creation
• How semantic memory is organized
Focus on methods for information rich sites
Semantic and categorical refer to similar things in present cont ext
1
Why you need to understand Example of individual differences
categorical structures?
• Semantic organization builds up user Sushi Shark

expectancies regarding how things are Fish Aquarium
organized.
– Design in accordance to these expectancies
for better information architecture
– Violate these expectancies and you leave
the user lost and confused Diving Grilled
Fish
• Do people’s categorical structures differ Shark
Salmon
from each other?
– Yes, semantic networks are determined by • Length of arrows implies semantic distance
one’s experience, learning, culture etc. • Semantic memory is a network. Points are connected in
– but there is enough consistency across multiple direct and indirect ways.
people for effective design
• Degree of closeness between items might vary between
people, but we recognize the idiosyncratic association
others make
Semantic Distance and Proximity / Semantic distance as basis of

Similarity / Distance Matrix categorization
• How similar are the two (on scale of 1-5) • At root of all categorization techniques is
– salmon & shark: 1 2 3 4 5 question: “How far is A from B?”
Not similar Very similar
• Proximity / similarity matrix can help generate
– canary & ostrich: 1 2 3 4 5 the most complex semantic networks (by using
cluster analysis and other statistical techniques).
Not similar Very similar
Self correlation
Salmon Shark Canary Ostrich Trout Tiger Robin

Salmon 5 Animal
(has skin, can
Shark 3 5 move, eats)
Canary 4 4 5 Birds Fish
(wings, flies, (swims, gills, fins)
Ostrich 5 3 2 5 feathers)
Trout 2 2 4 4 5
Tiger 5 3 4 4 5 5 Canary Ostrich Salmon Shark
Robin 5 2 1 2 4 5 5 (sings, yellow) (tall, does not fly) (edible, pink) (dangerous, gray)
2
Methods to tap into categorical Card Sorting: Understanding user’s
structures mental models
• Open Card Sorting for generating information • Why: Helps you build site structure
architecture -good for deciding how to group information
• Closed Card Sorting for verifying information
architecture • How: Write down each topic on an index card
• Generating semantic associations – Ask users to sort cards into piles
– Have them name each category later
• Identifying dimensions used in categorization
• Data obtained from card -sorting is indirect

enough that it avoids pitfalls of direct questioning
Kind of questions card sorting helps Open and closed card sorting
answer
• Do the users want to see the information grouped • Open Card Sorting: users given bunch of items to
by: subject, process, business group, or type of sort those into categories. They are not given
information? name or number of categories.
– Useful for generating new or drastically redefining
• What are the most important items to put on the
information architecture
main menu?
• Closed Card Sorting:users given items to place
• How many menu items should there be, and how into pre -defined categories.
deep should it go? – Useful for verifying pre -existing information architecture
• How similar or different are the needs of the – Useful for verifying category labels
users throughout the organization?
3
Card sorting for designing an online
Conducting card-sorting exercises
travel guide
• Rather involved method, requires a lot of setup. • Example: Designing an online

Sorts themselves are fun to conduct. travel guide to help users plan
their trips to various locations.
• Main problem is in getting data into any form
where one can easily look at it, or share • Purpose of card sort:
information with design team. – Lots and lots of items. How to
structure the information.
• Software for conducting card sorts.
– IBM EZ Sort • Items include
– NIST WebCAT – lodging, entertainment, local
information, When to Go, Travel by
Car/Air/Bus, Music Events, Hiking, Day
• Alternative method: Using online survey software Trips, Skiing, Diving, Golf, Emergency
Info.
to conduct card sorts
Card sorting using online survey

Conducting card sorting exercises
software
• Check to make sure that Each item (card)

occupies a row
– each term is clear and unambiguous
Each potential
– all the items that need to categorized were included (unnamed
– set up items to be presented in random order category) is
– create comprehensive instructions so that all represented by a
participants have the same understanding of the column
process User indicates
– Participants should be left alone during the sorting to category
avoid placing them under time pressure, but tester membership by
should remain available for answering questions checking box
• Conducting card sorting with online survey
software
– Most online survey software will do
– Make sure it allowed you to present questions in matrix
format, and allows downloading of each user’s data
separately.
4
Adding labels to categories Looking at card-sorting data
Cat-1 Cat-2 Cat-3 Cat-4 Cat-5 Look at data from

At end, ask users to one user at a time
Name Category Entertainment
Outdoor Lodging Practical Culture
Info
assign names / labels to
each category they Before you go Before you go
created Fast Food At a glance you can

Duties & Customs Duties/Customs look down a
Some users like to do DIving DIving particular column,
this along the way and see what items
Nightclubs Nightclubs belong in it.
(noting labels on piece of ATMS's ATMS's
paper) Emergency info
Emergency info
You can also draw
Etiquette Etiquette
hierarchical
Day Trips Day Trips structures showing
Museums & GalleriesMuseums etc. Museums & user created
Galleries
Films Films
categories
Films & Movies
Gay/Lesbian Hangouts
Highlights Highlights Highlights Statistical analysis
Architectural Sites Architecturalcan
Sites create these
pictures for you
across users.
Closed Card Sorts Closed card sorts: when & how
Category • Category names were provided.

labels have
been • Users simply asked to assign items to categories.
provided
• Results are not informative about whether
number and structuring of categories was
appropriate.
• Generally users are asked to give a “Yes / No”
response.
– One spin on this method is to ask users to rate “degree
of certainty” in assigning items to categories.
– This will help highlight problem categories / items. If
users are very uncertain about assigning an item to a
category, that should be probed further.
5
Rating “degree of certainty” in closed Advantages of using online survey
card sorts software for card sorts
• Easy to carry out, no software to install and

figure out. Can be done using online survey
software that are easily available.
• Can be done remotely
• Trivial to get user-created categories into Excel
(or your favorite application) for qualitative /
quantitative analysis.
• Can be used to conduct either open / closed card
sorts
• Can also be adapted to individual / group
sessions
Other methods to tap into categorical

Other issues about card sorting
structures
• Should each item be in one category • Open Card Sorting for generating information
architecture
• Should card sorts be done individually or with
groups • Closed Card Sorting for verifying information
– group card sorts provides an energy and enthusiasm architecture
that makes light work of an otherwise tedious task
• Generating Semantic Associations
– Can overshadow individual differences highlighting
opinion of a few. • Identifying dimensions used in categorization
• Combining card sorting with importance ratings is
a good idea.
6
Generating semantic associations Generating semantic associations…
• Helps understand what lies nearest to target items. Can be • Category Member Association
conducted in conjunction with or independently of card – What member items would you expect to find in below
sorting. categories
• Helpful in understanding problem categories and items – Music: _____ _____ _____ ______ _____ _____
_____ _____ _____ ______ _____ _____
• Semantic Association
– Diving: _____ _____ _____ ______ _____ _____
– What words do you associate below target words with
_____ _____ _____ ______ _____ _____
Music: _____ _____ _____ ______ _____ _____
Diving: _____ _____ _____ ______ _____ _____
• Category Association
– What categories would you expect to find below words in
Music: _____ _____ _____ ______
Diving: _____ _____ _____ ______
Identifying dimensions for categorizing Talk structure: Personas…
• Present two random items and ask user what differentiates • Card Sorting
them in your domain context. Repeat question till – Not used to its full potential
dimensions start repeating frequently. – We need an easier way to do card sorts
• What differentiates pair below. List one or more ways that • Persona Creation
they are different.
– The process for creating personas needs to be
– Diving & Live Music Event: _______ ______ ______ demystified. Period.
– Shopping & Air Tickets: _______ ______ ______
– Motels & Restaurants: _______ ______ ______
• Usability Tests
– Its time to stop thinking of this monolithic entity called
• Good way to explore domain you are unfamiliar with “usability tests”. There are different types of “usability tests”.
• Some of the pairs will sound ridiculous! – Tests for competitive benchmarking or for iterative design
process can borrow from experimental design techniques.
7
Personas as “User Archetypes” Creating personas
• Personas is designing for one person. • Method

– Conduct interviews with various stakeholders
• Personas is a “User Archetype” who – Find patterns (inclusive cases)
represents needs and goals of many other – Pick a nugget, interesting tidbit and build persona around it
users. – Should represent large group in terms of goals, and personal
– Who should that one person be? characteristics
• Problems with method:
– Interviews are not economical way to find who representative
• According to Cooper users are
– Not the average user – No tight coupling between user research & personas
– Not a real user – Would two designers creating personas for same product
create same personas?
– Derived from background user research
(interviews etc.) • Bottom line: Cooper’s persona creation method works well
when you have time on your hand, resources to interview
many people, and skilled persona developers.
What is needed (from the horse’s Will market segmenting techniques

mouth) serve any purpose?
• Market segmentation is used to identify

“What is needed is a product definition tool clusters of people product can appeal to
that takes the guesswork out of the – Mostly on basis of demographics
process—a tool that provides insight into – Sometimes on the basis of psychological variables
what motivates people to use a product, (also called psychographic variables).
so that well-grounded decisions can be • Techniques can forecast marketplace
made about features and how they are acceptance of products and services. Can also
presented.” help convince executives to build product.
– Cooper.com
• Techniques not helpful in defining product
8
Deconstructing marketing techniques What is needed is a method that will…
• Questions focus on like / dislike of product • Ground the personas in reality

concept – Common critique of personas is that they are
– what do you think of vanilla coke or green Heinz based on the designer’s imagination
ketchup?
• Focus on motives/needs of users
• Be complementary to existing methods e.g.,
• Statistical techniques used in market interview, observation
segmentation cluster users according to
demographic variables, not according to user • Develop a concrete series of steps that any
needs from products. designer can follow to develop personas
• Be reliable. When used by other designers, at
• Concern themselves with product at a high other times will lead to similar personas.
conceptual level. For interaction design, one
needs to focus on specifics: How will product
satisfy needs / goals.
Challenge: How to reliably identify user Designing personas for a Bay Area
archetypes in cost-effective manner restaurant finder
• Solution: • Goals of site: Be the premier site for Bay Area

– Use survey techniques that are also used in residents & visitors to find restaurants of their
market segmentation choice.
• Design quick restaurant-finders (a la product
– Focus questions around user needs rather than
what they simply like / dislike advisors) apart from conventional advanced
search / browse options
– Identify constellations of needs rather than • Conducted survey on features are used in finding
clusters of users restaurants
– 45 respondents answered survey about importance of
– Use this information as the kernel to build features in choosing restaurants
personas around – Food quality, décor, wine selection, cuisine, service
9
Steps in process Design of survey
• Collect information via survey, interview, • Broad and shallow look

observation • Try to be comprehensive
• Analyze survey data to identify underlying • Identify features and get their importance rated
factors, (types of needs) on same scale (5 or 7 point Likert scales)
– Example: How important are following restaurant
• Identify some user archetypes features
• Verify these user archetypes with your qualitative – Service: 1 2
Not similar
3 4 5
Very similar
data (information from interview, observation
etc.).
• Don’t frame question in abstract way, instead tie
• Continue with your usual process of creating it to actual behavior
personas • Assure respondents about privacy, ask if they will
participate in follow-up interview
The survey: Importance ratings of 25 Main results of survey (based on 39

restaurant features respondents)
• Most respondents thinks quality of food, type of

cuisine, cleanliness is very important
• Few respondents think valet parking is important
• Mixed feelings about features such buffet,
location, wine selection, waiting in lines etc.
• Most report going to restaurants with friends, or
as a couple. Fewer with family. Even fewer alone.
• Most report going 2 -3 times a week.
Next step: Identifying user archetypes based on

patterns of needs…
10
Design techniques need to identify
What would marketing techniques do?
cluster of needs
R e s t a u r a n t F e a t u r e s R e s t a u r a n t F e a t u r e s
Wine Wine
Food Child- Outdoor Romanti Food Child- Outdoor Romanti
User ID Décor Selectio Buffet Service User ID Décor Selectio Buffet Service
Quality friendly seating c Quality friendly seating c
n n
5240744 3 3 1 5 4 2 1 1 5240744 3 3 1 5 4 2 1 1
5240760
Cluster A 5240760 5 5 2 3 5 3 1 2
5 5 2 3 5 3 1 2
5241210 4 1 1 1 5 1 1 1 5241210 4 1 1 1 5 1 1 1
5241375 5 3 1 1 5 5 3 2 5241375 5 3 1 1 5 5 3 2
5241496 5241496 5 4 1 1 5 3 1 1
5 4 1 1 5 3 1 1
5241562 5 4 1 5 5 4 1 1 5241562 5 4 1 5 5 4 1 1
5243833 5 3 2 4 3 1 3 4 5243833 5 3 2 4 3 1 3 4
5243926 5243926 5 4 1 3 5 1 2 3
5 4 1 3 5 1 2 3
5243943 5 5 1 5 5 3 1 5 5243943 5 5 1 5 5 3 1 5
5245631 5 3 1 5 5 1 3 5 5245631 5 3 1 5 5 1 3 5
5253253 5253253 5 4 1 4 4 1 1 1
5 4 1 4 4 1 1 1
5261459 5 3 1 5 4 1 2 3 5261459 5 3 1 5 4 1 2 3
5263121 5263121 5 2 1 1 2 2 2 3
5 2 1 1 2 2 2 3
5264284 5264284 3 3 1 2 3 2 2 1
3 3 1 2 3 2 2 1
5264327 5 2 1 2 5 4 1 1 5264327 5 2 1 2 5 4 1 1
5264503 4 3 1 4 4 2 1 1
5264503 4 3 1 4 4 2 1 1 Cluster B
5264616 3 2 1 1 3 1 2 1 5264616 3 2 1 1 3 1 2 1
5264685 5 3 1 2 5 2 1 1 5264685 5 3 1 2 5 2 1 1
5264820 5264820 4 4 1 1 4 5 1 1
4 4 1 1 4 5 1 1
5264925 5 3 1 5 4 2 2 1 5264925 5 3 1 5 4 2 2 1
5265174 5 1 1 3 3 1 1 1 5265174 5 1 1 3 3 1 1 1
Cluster A
Cluster B
From cluster of needs to user User Archetype 1: Romantic, relaxed,

archetypes dining experience…
• Features that are highly related to each other will • Important Features
form part of the same constellation, or group of – Good decor
needs – Romantic setting
– Relaxed service
• Factor analysis techniques can identify such – Trendy
groupings. – Caters to special Requirements (Low - fat, vegan etc.)
– Type of crowd
• Each grouping can be said to represent a need
type.
• Not Important Features
• These are groupings of features not of users. – price, buffet-style
– Many in 42- 51 age- group, spend more than $20, go out as a
couple
What need types emerge from restaurant survey?
Food Quality, Type of Cuisine & Cleanliness does not appear in
these archetypes because it was important to everyone.
11
User Archetype 2: Buffet style, with User Archetype 3: Meet for drinks, eat
kids in tow… some food too…
• Important Features • Important Features

– Buffet style dining – Wine selection & bar
– Good for groups – Outdoor seating
– Child Friendly – Easy access to public transport
– Relaxed Service – Live entertainment
– Credit Card – Type of crowd that visits place
– Portion Size – Good for groups
• Not Important Features • Not Important Features

– views, outdoor dining, people- watching, bar – long Lines, finding Parking nearby
• Many in age group 32 -41, dine mostly with
family, once a week or lesser
After establishing some user Advantages of technique

archetypes
• Use user archetypes as “candidate personas” • Inexpensive in terms of time and expertise
• Verify archetypes with results of interviews, • A reliable method, two designers using same
observations method are likely to get similar results
• If survey is first step, then these can guide • Retains creativity and fictional elements of
interviews (interview examples of each user creating personas, while grounding them in real
archetype) data
• Generate sample scenarios, make final decision • Is complementary to current process of
on primary and secondary personas according to generating personas.
your design goals
• Do not treat user archetypes generated through
survey as final word. Use them in conjunction
with other information.
12
Usability tests for iterative design
Talk structure: designing usability tests
process & comparative benchmarking
• Card Sorting • Both scenarios require testing of more than one

– Not used to its full potential product
– We need an easier way to do card sorts • Iterative Design requires multiple tests of same
software.
• Persona Creation – It also calls for creation of norms, baselines to compare
subsequent versions against.
– The process for creating personas needs to be
demystified. Period. • Competitive Benchmarking calls for comparing
one product with other similar ones
• Usability Tests
– Tests for competitive benchmarking or • When comparing one product with another, test
for iterative design can borrow from becomes complex enough to benefit from
experimental design techniques. experimental design.
Not an experiment, has some features of 6 steps to designing good usability tests
it. Why?
• So that one can make generalizable conclusions 1: Identify the goal of the usability test; write it down
• Thinking about study design insures that potential

2: Identify factor you are most interested in (Independent Variable)
problems are identified beforehand, rather than later
• Study designs are adaptable, 3-4 study designs can
3: What changes do you expect in test results (Dependent Variabl es)
be adapted for most testing situations
• Helps make best use of limited time and resources
4: What random factors can influence results (Controlled Variables)
• Helps reduce number of users
5: Decide on a within-user / between -users study
design. Take care of learning & fatigue effects
6: Make sure test design is practical (rapid and cost -effective),

and gives you the results you need. Else redesign test.
13
Example study: Examine usability of Step 2: Identify Independent Variables
AskJeeves Digital Camera Advisor
• Step 1: Identify goal: • is the factor that undergoes a change
– To find effectiveness of Jeeves digital camera • “type of camera advisor” is Independent Variable with three
levels
advisor
• MySimon, ActiveDecisions, & AskJeeves
• Method: Compare effectiveness of Jeeves
camera advisor to two popular camera Independent Variable: Type of Camera Advisor
advisors
Jeeves Camera MySimon Camera Active Decisions
Advisor Advisor Camera Advisor
• In Iterative Design Process, “Version” is your Independent

Variable. Different versions (e.g., version 1, Version 1.5,
Version 2) are your levels of Independent Variable
What if there is no Independent Step 3: Identify dependent variables

Variable? and decide how to measure each
• These are the “things” you are measuring:

If you are interested in the usability of a satisfaction, time to task, errors. The expectation
particular software only… is that they will change with changes in
Independent Variable
• Identify a relevant benchmark, even if benchmark is
theoretical ideal (i.e., make one up)
– the ideal system • Possible Dependent Variables:
– older system that current software is replacing
– Satisfaction: User comments, satisfaction questionnaire
– competing software / process in the market
– Task success: time taken, number and type of errors
• Comparison with a relevant benchmark makes tests results
more compelling and easier to interpret.
14
Step 4: What controlled variables could Review types of variables:
inadvertently influence results Independent, Dependent & Controlled
• Random factors that can effect results (need to control • Independent Variable: Is the factor that
them). E.g., network speed, testing conditions (light, undergoes a change, the factor you are interested
monitor size), fatigue of subjects. in.
• These are like Independent Variables, except they are not – Two versions of a website, three authentication systems
of current interest • Dependent Variable: Is the outcome of the test,
• One needs to rule out effects of these variables by the thing that is effected by the independent
controlling them (equalizing their effect in different variable
conditions). – No of errors in finding item, time to get credit card
authenticated by system
• Controlled variables in current study

• Controlled Variables: factors that can cause
– Testing Conditions: light, network speed, monitor size
random changes in test results. Need to be
controlled
– Instructions given: whether few/ detailed / no instructions
– Speed of network connection, Previous web experience
– User Variables: age, gender, previous web & computer of user
experience
Step 5: Within or between user design Within user study design
• Within user design: each user participates in all conditions.

– Advantage: do not need to control for user differences
9 users (A-I), within-users design
– Disadvantage: Learning and Fatigue effects
• Between-user design: each user participates in one condition. Users Order 1 Order 2 Order 3
– Advantage: No learning and fatigue effects A MySimon Jeeves Actv.Decs •Each system occurs 3
– Disadvantage: Need to control for between user differences B Jeeves Actv.Decs MySimon times in Order 1,2, & 3
• Practical decision C Actv.Decs MySimon Jeeves
– Depends on number of users you can afford, length of test etc. •Study design takes care
D MySimon Jeeves Actv.Decs
– Determines how easy it is to interpret test results, and how far of learning, fatigue effects
one can generalize from test results E Jeeves Actv.Decs MySimon
2 diff. designs Independent Var.: Type of Camera Advisor F Actv.Decs MySimon Jeeves •Design is very efficient,
Jeeves Camera MySimon Camera Act. Dec. G MySimon Jeeves Actv.Decs but there might be
Advisor Advisor Camera Advisor
H Jeeves Actv.Decs MySimon learning/fatigue effects
Within-Users design (3 Users A,B,C Users A,B,C Users: A,B,C
users)
I Actv.Decs MySimon Jeeves
Between-Users design (9 Users A,B,C Users D,E,F Users: G, H, I
users)
15
Between users study design Mixed Study Design
• 9 users (A-I), between-users design

• 9 users (A-I), mixed between-users design
Users Order 1 Users Order 1 Order 2 •Each system is used by 6 users,

•Each system is used by 3 users,
A MySimon A MySimon Jeeves each user only uses 2 system
each user only uses 1 system
B Jeeves B Jeeves Actv.Decs
C Actv.Decs •Each system is used 3 times in
•Study design does not pose any C Actv.Decs MySimon
Order 1 and 3 times in order 2
D MySimon learning, fatigue effects D MySimon Jeeves
E Jeeves
E Jeeves Actv.Decs •Design compromises between
F Actv.Decs •Tricky issue is to make sure users
F Actv.Decs MySimon demands of efficiency and
G MySimon for different systems are comparable
G MySimon Jeeves fatigue/learning effects
H Jeeves
•Design is not very efficient, but H Jeeves Actv.Decs
I Actv.Decs •Tricky issue is to make sure users
easy to interpret results (if users are I Actv.Decs MySimon for different systems are comparable
comparable)
For more information go to…
www.rashmisinha.com
www.uzanto.com
Or email me at rashmi@rashmisinha.com
www.rashmisinha.com BayCHI UE BOF, July 02
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Talk structure: 3 techniques for better

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Understanding the categorical

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• Semantic organization builds up user Sushi Shark

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Semantic Distance and Proximity / Semantic distance as basis of

Salmon Shark Canary Ostrich Trout Tiger Robin

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• Data obtained from card -sorting is indirect

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• Rather involved method, requires a lot of setup. • Example: Designing an online

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Card sorting using online survey

• Check to make sure that Each item (card)

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Cat-1 Cat-2 Cat-3 Cat-4 Cat-5 Look at data from

created Fast Food At a glance you can

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Closed Card Sorts Closed card sorts: when & how

Category • Category names were provided.

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• Easy to carry out, no software to install and

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Other methods to tap into categorical

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Identifying dimensions for categorizing Talk structure: Personas…

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• Personas is designing for one person. • Method

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What is needed (from the horse’s Will market segmenting techniques

• Market segmentation is used to identify

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• Questions focus on like / dislike of product • Ground the personas in reality

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• Solution: • Goals of site: Be the premier site for Bay Area

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• Collect information via survey, interview, • Broad and shallow look

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The survey: Importance ratings of 25 Main results of survey (based on 39

• Most respondents thinks quality of food, type of

Next step: Identifying user archetypes based on

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From cluster of needs to user User Archetype 1: Romantic, relaxed,

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• Important Features • Important Features

• Not Important Features • Not Important Features

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After establishing some user Advantages of technique

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• Card Sorting • Both scenarios require testing of more than one

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• Thinking about study design insures that potential

6: Make sure test design is practical (rapid and cost -effective),

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• Step 1: Identify goal: • is the factor that undergoes a change

• In Iterative Design Process, “Version” is your Independent

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What if there is no Independent Step 3: Identify dependent variables

• These are the “things” you are measuring: