Visualizing User Feedback

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See it to
believe it. 
Eva Kaniasty
UX Consultant
@kaniasty

Eva Kaniasty | Red Pill UX | @kaniasty | #BIGD16
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•Live Sessions
•Video/Audio Recordings
•Notes
•Transcripts
•Raw data
Challenge of UX Research

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Data Overload

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•Designing the Analysis
•Designing for Action
•Bias Reduction
•Strategic Thinking
Role of the Researcher

5
Why Visualize?
• Empathize
• Summarize
• Act

8
Faces
Real People vs. Shiny Happy People
uifaces.com
Sarah Sophisticate
3
2
Helen Healthy

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User Summaries
Proﬁles Personas
• Age Range: 18-40 (60%
are < 25)
• 80% male
from uifaces.com

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Categories
♀ 5 Female ♂ 5 Male
4 on
Laptops
4 on Smartphones  
(4 iPhone, 3 Android, 1
Windows Phone)

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Video

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Stories
Videos
Synopsis
 
Have you ever wondered what would happen
if you did a usability test on fruit? We did. Blink
Interactive created this funny look at
something near and dear to our hearts -
usability testing. We hope you enjoy it. For
more information about our services, please
visit  
http://www.blinkux.com. 
Coding & Tagging
Pass: Oranges, Apples, Bananas
Fail: Pineapples

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Quotes
“Not how long, but how well you
have lived is the main thing.”  
~ Seneca

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SemanPc PaOerns
Frequency Diagrams

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SemanPc PaOerns
Semantic Diﬀerentials
Disorganized Organized
Outdated Confusing
Confusing Clear

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Numerical PaOerns
1 2 3 4 5 6 7
TASK 1
TASK 2
TASK 3
Rating Scales

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Visual Comparisons
Task Completion

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Numerical Summaries
•Counts (7 of 9 participants…)
•80% of participants…

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StaPsPcal Analysis
Ease of Use Rating
n=8 Conﬁdence Level: 90%
80%rated above average

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Benchmarking
SUS yields a single score per parBcipant.
Users are more likely to recommend websites that score above 80 on the SUS.
CREDIT: Sauro - MeasuringUsability.com Credit: Tullis & Albert - Measuring the User Experience
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2
3
System Usability Scale

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•Visual Scales (ŏŏŏ Ŏ | | ⋆⋆⋆⋆)
•Positive/Negative Scales (+ / -)
•Categorical Scales (High / Medium / Low)
Severity RaPngs

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Severity RaPngs - Example
Findings
• The checkout process worked well. 7/8 participants
were able to successfully purchase tea. (Positive)
• All 4 mobile participants initially had trouble noticing
the hamburger nav. 1 never found it. (High)
• Less tea-savvy participants (2/8) had diﬃculty
discovering new teas. (Low)

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Findings
• The checkout process worked well. 7/8 participants
were able to successfully purchase tea. Ŏ
• All 4 mobile participants initially had trouble
noticing the hamburger nav. 1 never found it.
ŏŏŏ
• Less tea-savvy participants (2/8) had diﬃculty
discovering new teas. ŏ
Severity RaPngs - Example

Rainbow Spreadsheet
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Live Analysis
h.ps://www.smashingmagazine.com/2013/04/rainbow-spreadsheet-
collaborative-ux-research-tool/

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Problem-Solving
vs. SolutionsRecommendations
• Reduce the number of
options in dropdown X
• Consider blah blah blah
blah…

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Building Consensus
Dot Voting
Solution 3
Solution 2
Solution 1

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VisualizaPon Mistakes
1. Implying statistical signiﬁcance
2. Over-aggregation
3. Comparing apples to oranges
4. Leaving out context
5. Adding meaningless visual noise
6. Poor usability

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Designing VisualizaPons
Prototyping

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•OpBmalWorkshop Reframer (Tagging)
•UX Gofer
•Dedoose
•NVIVO
•dScout mobile diary studies
•Excel
QualitaPve Analysis Tools

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•Font Awesome (iconography)
•Infogr.am
•plot.ly
•Excel
•Powerpoint/Keynote
•Photoshop/Illustrator
VisualizaPon Tools

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" [The area of the brain which lights up when we
experience beauty is] involved in our
emotions, our feelings of reward
and pleasure, and our ability to
make decisions. 
http://www.wired.com/2011/07/why-does-beauty-exist
Make Things PreOy

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Thank You!
Happy
Visualizing!
CREDIT

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NavigaPon PaOerns
Path Analysis 1. Scroll to cover photo [Bu.on]
2. Click cover photo to select season
3. Scroll through all episodes visible on screen
4. View More Episodes
5. Scroll through 9 more episodes (Lisbon is not in this
season)
6. Click on one of the episodes to ﬁnd out the year (it’s
2010)
7. Mentally calculate that Lisbon must be in season 8
8. Click Return
9. Click more seasons
10. Click to scroll to season 8 (8x)
11. Click season 8
12. Scroll 6x, reviewing each episode name
13. Click to select Lisbon Episode [ realize I do not own
this season] [ decide to purchase season]
14. Click more options [There are 10 options on this
screen, none of them to buy the whole season]
15. Click return (there is no option to purchase the
season on this screen)
16. Click return again (back on level 1 listing all
seasons)
17. Click 2x , then click 1x to get into Season 6 (I made a
mistake, Lisbon is actually in season 8, not 6, but on
this screen I see the purchase option even though it
also says I own this season)
18. Click return
19. Click season 8 (no option to purchase, no idea why)
[…]
Task Scenario (Amazon Video app):
You are going to Europe this summer, and one of the cities you will be visiting is Lisbon.
Find Anthony Bourdain’s No Reservations episode about Lisbon. You already used IMDB
to ﬁnd out that the episode aired in 2012.

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1. Visibility of system status
2. Match between system and
the real world
3. User control and freedom
4. Consistency and standards
5. Error prevention
Standards (HeurisPcs)
6. Recognition rather than recall
7. Flexibility and eﬃciency of use
8. Aesthetic and minimalist design
9. Help users recognize, diagnose,
and recover from errors
10.Help and documentation
Nielsen Norman (1990/1994)

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•Body Level One
–Body Level Two
• Body Level Three
–Body Level Four
»Body Level Five
Adapted Standards
1. Terminology Use jargon-free, familiar terminology.
2. Eﬃciency Design for maximum task eﬃciency.
3. Consistency Follow existing guidelines and design patterns.
4. Memory Load Reduce need for memorization and mental calculations.
5. Error Handling Facilitate error prevention and recovery.

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Standards - Example
Path Step Standards Review
User: Echo, what’s the word of the day? 1
Echo: You need to enable the Daily Word
Skill in the Alexa app before you can use
it.
2
(-) Eﬃciency
Echo is not aware that the user has enabled the
required skill, and instead gives a misleading
instruction.
User: I did enable it! 3
Echo: <No Response> 4
(-) Error Handling (-) Eﬃciency
Echo does not ‘listen’ to follow-up questions or
comments. If a command fails, the user has to
repeat the wake word to begin another attempt.
Amazon Echo Task: You have enabled the Word of the Day skill. Ask Alexa for
today’s word.

Visualizing User Feedback

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