Transcript www.idc.iitb.ac.in

Game
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© IDC, IIT Bombay
Clues
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3.
4.
5.
6.
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Is equipped with an internal combustion engine
Is available in yellow, black, and yellow and black combo
Has three wheels
Has a parking brake and a foot brake
Has a 3-speed forward and a 3-speed reverse gear box
Levels uneven surfaces nicely and quickly
Blast weights can be added to level different types of surfaces
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© IDC, IIT Bombay
Answer
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© IDC, IIT Bombay
Clues
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2.
3.
4.
5.
6.
7.
Is equipped with an internal combustion engine
Is available in yellow, black, and yellow and black combo
Has three wheels
Has a parking brake and a foot brake
Has a 3-speed forward and 3-speed reverse gear box
Levels uneven surfaces nicely and quickly
Blast weights can be added to level different types of surfaces
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© IDC, IIT Bombay
User Experience Goals
Useful? Usable? Desirable?
 Desirable
– Empowers, engages, entertains the user
– Meets experience goals, touches life goals
– Satisfies wants, desires
 Usable
– Works for the user: is learnable, error-free, easy, fast…
– Meets end goals, touches experience goals
– Satisfies latent needs
 Useful
– Provides a utility / function: enables, informs, educates…
– Solves problems, works reliably, is affordable, available…
– Satisfies expressed needs
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© IDC, IIT Bombay
Primary Product Goals
Business
Goals
Primary
Product
Goals
 Strategy
– Pricing, branding,
positioning, partners
– ‘Reach’ability
– Proposed by a multidisciplinary team
– Approved by business
stakeholders
Market
Conditions
User
Goals (end,
experience,
life)
User
Problems
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User
Environment
© IDC, IIT Bombay
Business
Goals
Primary Product Goals
Primary
Product
Goals
 Strategy
 Scope
– Features, functions,
facilities, content
– Deliverables of the project
– Proposed by a multidisciplinary team
– Approved by
business
stakeholders
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Useful
Market
Conditions
User
Goals (end,
experience,
life)
User
Problems
User
Environment
© IDC, IIT Bombay
User Experience Goals
Business
Goals
Useful
Primary
Product
Goals
 Primary product goals
indicate user tasks
 Set experience goals
for each task
– Don’t let features creep
in
Market
Conditions
User
Tasks
User
Goals (end,
experience,
life)
User
Experience
Goals
User
Problems
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User
Environment
Usable
Desirable
© IDC, IIT Bombay
Business
Goals
User Experience Goals
 User experience goals are
expressed as
– User performance
– User preference
 And as
– Qualitative goals
– Quantitative goals
Primary
Product
Goals
Market
Conditions
User
Tasks
User
Goals (end,
experience,
life)
User
Experience
Goals
User
Problems
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Useful
User
Environment
Usable
Desirable
© IDC, IIT Bombay
Qualitative User Experience Goals
“Tourists new to city should be able to look up information”
“Patient’s relatives should feel confident and have less anxiety”
“People should be able to type in their mother tongue”
“It should be easier to type than write”
“Children should explore the toy on their own”
“Policemen should be able to work in a high-interrupt, distracting
environment”
~ “People should enjoy waking up in the morning”
~ “A group of people should be able to work together”
~ “Users should find operations consistent throughout the product”
 Preference or performance?
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~
~
~
~
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© IDC, IIT Bombay
Quantitative User Experience Goals
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~ “Improve speed of use of the ATM by 25%”
~ “A regular commuter should be able to make up his travel plan in
30 seconds after reaching the bus stop”
~ “User should be able to withdraw cash in 45 seconds”
~ “Parents should be confident that the toy will be safe”
~ “The grandmother should be able to play the movie she likes”
~ “95% patients should be able to report a symptom on their first
attempt”
~ “Reduce typing errors by 30%”
~ “A plant operator should learn to use the new console in 2 days.”
~ “Reduce support call time by 10%”
~ “Reduce wastage to 1 part per million due to operator error”
 Preference or performance?
 Relative or absolute goals?
© IDC, IIT Bombay
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© IDC, IIT Bombay
You Can’t Meet All Goals
 Life critical systems
– Reliability, error free use, long training and practice, work under
pressure
~ Railway signals, ATC, medical devices, water supply, driving a car
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You Can’t Meet All Goals
 Life critical systems
 Industrial and commercial uses
– Speed of use, minimal training, operator fatigue and burnout
~ Banks, railway reservation, inventory system, retail, call centre
applications
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You Can’t Meet All Goals
 Life critical systems
 Industrial and commercial uses
 Home, office, public places
– Some tasks with zero learning, encourage self learning and
exploration, support wide range of users (N/AB/CP), subjective
satisfaction
~ Office products, ATMs, cell phones, entertainment systems
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© IDC, IIT Bombay
You Can’t Meet All Goals
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Life critical systems
Industrial and commercial uses
Home, office, public places
Exploratory and creative
– Ease of use, some training, encourage self learning and exploration
~ Architecture, graphic design, product design, audio studio,
management information systems
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© IDC, IIT Bombay
You Can’t Meet All Goals
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Life critical systems
Industrial and commercial uses
Home, office, public places
Exploratory and creative
Cooperative work
– Chat, mailing lists, distance learning, workflow
– Some tasks with zero learning, ease of use, encourage self learning
and exploration, support wide range of users (N/AB/CP), subjective
satisfaction
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© IDC, IIT Bombay
You Can’t Meet All Goals
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Life critical systems
Industrial and commercial uses
Home, office, public places
Exploratory and creative
Cooperative work
Micro interface
– Demonstrate new concept, attract early adaptors, zero learnability,
ease of use
~ Hardware, Indian language text input
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© IDC, IIT Bombay
Goal Driven Design
 Goals are drawn from a deep understanding of users
– Goals drive design
– Help speed up design process
– Make design activity tangible
– Help evaluate design
 Set goals before design!!!
– Design is evaluated against goals
– Makes the design activity tangible
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© IDC, IIT Bombay
Goal Setting Task 1
 Set some user experience goals for a chosen product
 What information do you need before setting goals?
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Usability Goals Setting Tool – Overview
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LC
PR
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© IDC, IIT Bombay
Learnability
Findability: options / data / information should be visible / easy to find
User should take less time to learn: (e.g. in < 10 minutes, in < 2 hours practice, in < 2nd attempt)
Users should be able to learn on their own
Product should be internally consistent
Usability Goals Setting Tool
Product should be consistent with other products, older methods / past habits of users
Product should be consistent with earlier version
User should remember / retain critical, but infrequent tasks
Speed of use
User must be able to do the primary task / the most frequent tasks quickly, easily, at all times
User should be able to navigate quickly and easily
Product should not load user’s memory / product should not put cognitive load on user
Flexibility: User should control the sequence of tasks
User should be able to complete frequent / critical tasks in specific time / no. of steps / in less
efforts
Product should be personalised for the user automatically
Product should be localised for specific market segments
User should be able to customise the product for himself
Ease of use
Interface should clearly communicate the conceptual model
Intuitiveness: User should be able to predict the next step / task
No entry barrier: user must be able to complete critical first tasks
Product should require no unnecessary tasks
Product should automate routine tasks / minimise user task load
Product should be always on, always accessible
Ease of Communication
Information architecture: Information should be well aggregated, categorised, presented
Communication should be clear / user should easily understand text, visuals
Error-free use
Product should give good feedback / display its current status
Product should not induce errors
Product should tolerate user’s errors / forgiving interface / should prevent errors
Product should help user recover from errors / help users troubleshoot problems
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Subjective Satisfaction
User should feel in control of the product / behavioural appeal
User should feel emotionally engaged with product / brand / product should be fun / reflective
appeal
© IDC, IIT Bombay
Categories of User Experience Goals
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2.
3.
4.
5.
6.
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Learnability
Speed of use
Ease of use
Ease of communication
Error-free use
Subjective satisfaction
Categories of User Experience Goals
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2.
3.
4.
5.
6.
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Learnability
Speed of use
Ease of use
Ease of communication
Error-free use
Subjective satisfaction
1. Learnability
 Novice users
– First-time usability of the product
~ “Tourists should be able to find out the bus they need to take.”
~ “First year students should be able to register without help.”
~ “A literate user should be able to type his name in the first attempt”
 Advanced beginners / competent performers
– Ease to learn more features, improve conceptual models
~ “Regular customers should learn to use the one-click feature.”
~ “Regular customers should be able to order vegetables on their cell
phones.”
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© IDC, IIT Bombay
1. Learnability…
 First version
– All users start out being novices
– Have no knowledge of the product
~ “Recognize terms used in the interface”
 Subsequent versions
– Users will transfer existing knowledge
– Users will have to learn the differences
~ “Be 100% backward compatible with these tasks…”
~ “Users should notice the new wizard.”
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© IDC, IIT Bombay
1. Learnability Parameters
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Findability
Users should need less time to learn
Users should learn on their own
Internally consistent
Consistent with other products
Consistent with earlier version
Users should retain critical, but infrequent tasks
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1. Learnability Parameters
 Findability
– User should be able to find options / data / information
~ Align to grid in PowerPoint
– Stuff should be visible – inverted pyramid
~ Dashboards
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© IDC, IIT Bombay
1. Learnability Parameters
 Findability
 Users should need less time to learn
~ < 10 minutes demo
~ < 2nd attempt
~ < 2 hours practice
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© IDC, IIT Bombay
1. Learnability Parameters
 Findability
 Users should need less time to learn
 Users should learn on their own
– Things should be obvious
– Step-by-step guidance
~ Find out the next bus as the bus stop
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© IDC, IIT Bombay
1. Learnability Parameters
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Findability
Users should need less time to learn
Users should learn on their own
Product should be internally consistent
~ E.g. Control + D in Excel
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© IDC, IIT Bombay
1. Learnability Parameters
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Findability
Users should need less time to learn
Users should learn on their own
Internally consistent
Product should be consistent with other products
– With older methods / habits
– Ctrl + C =
– Ctrl + S =
– Ctrl + Z =
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© IDC, IIT Bombay
1. Learnability Parameters
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Findability
Users should need less time to learn
Users should learn on their own
Internally consistent
Consistent with other products
Product should be consistent with earlier version
~ Netscape Navigator
~ Animator Pro to Animator for Windows
~ Office 2003 to 2007
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© IDC, IIT Bombay
1. Learnability Parameters
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Findability
Users should need less time to learn
Users should learn on their own
Internally consistent
Consistent with other products
Consistent with earlier version
Users should retain critical, but infrequent tasks
– Over hours, days, months, years
~ IT returns
– Most advanced beginners are intermittent users
~ Installing network printer, ATM for my dad
– Parts of the interface that are used intermittently
~ Backup, restore
© IDC, IIT Bombay
Categories of User Experience Goals
1.
2.
3.
4.
5.
6.
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Learnability
Speed of use
Ease of use
Ease of communication
Error-free use
Subjective satisfaction
2. Speed of Use
 Time taken
~ “It should take a farmer less than five minutes to identify a
transporter.”
 Number of steps
~ “A novice user should be able to deposit cash at the ATM in 3
steps.”
~ “Regular commuters should be able to tell time to the next bus
without clicking.”
 Same as ease of use?
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© IDC, IIT Bombay
2. Speed of Use Parameters
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Primary / frequent tasks should be quick and easy
Fast and easy navigation
Product should minimally load user’s memory
Flexibility
Task completion time / steps
Personalized for the user
Localized for the market segment
User should be able to customise the product
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2. Speed of Use Parameters
 Primary / frequent tasks should be
– Available at all times
~ Save work
~ Change volume / channel
– Quick and easy
~ One click ordering
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© IDC, IIT Bombay
2. Speed of Use Parameters
 Primary / frequent tasks should be quick and easy
 Fast and easy navigation
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© IDC, IIT Bombay
2. Speed of Use Parameters
 Primary / frequent tasks should be quick and easy
 Fast and easy navigation
 Product should minimally load user’s memory
– Put minimal cognitive load on user
– Reduce amount of flicker
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© IDC, IIT Bombay
2. Speed of Use Parameters
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Primary / frequent tasks should be quick and easy
Fast and easy navigation
Product should minimally load user’s memory
Flexibility
– User should have control of sequence of tasks
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© IDC, IIT Bombay
2. Speed of Use Parameters
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Primary / frequent tasks should be quick and easy
Fast and easy navigation
Product should minimally load user’s memory
Flexibility
Task completion time / steps
– User should be able to complete a task in specific time (10 minutes) /
steps (4 steps)
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© IDC, IIT Bombay
2. Speed of Use Parameters
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Primary / frequent tasks should be quick and easy
Fast and easy navigation
Product should minimally load user’s memory
Flexibility
Task completion time / steps
Product should be personalized for the user
– Automatically
~ Gmail addresses
~ Keeping track of purchases
~ Remember volume setting of each channel
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© IDC, IIT Bombay
2. Speed of Use Parameters
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Primary / frequent tasks should be quick and easy
Fast and easy navigation
Product should minimally load user’s memory
Flexibility
Task completion time / steps
Product should be personalized for the user
Product should be localized for the market segment
~ tripadvisor.com, tripadvisor.in
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© IDC, IIT Bombay
2. Speed of Use Parameters
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Primary / frequent tasks should be quick and easy
Fast and easy navigation
Product should minimally load user’s memory
Flexibility
Task completion time / steps
Product should be personalized for the user
Product should be localized for the market segment
User should be able to customise the product
– Beyond look and feel
~ Organise
~ Define styles
~ Create shortcuts
~ Customise dashboards
© IDC, IIT Bombay
Categories of User Experience Goals
1.
2.
3.
4.
5.
6.
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Learnability
Speed of use
Ease of use
Ease of communication
Error-free use
Subjective satisfaction
3. Ease of Use
 Define tasks a given user must be able to do
~ “All advanced beginners should be able to find and replace text.”
 Define a preferred method of doing things
~ “All competent performers should be able to do a find operation on
multiple documents with one command rather than opening each file
separately.”
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© IDC, IIT Bombay
3. Ease of Use Parameters
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Interface should communicate the conceptual model
Intuitiveness
No entry barrier
No unnecessary tasks
Automate routine tasks / minimise user task load
Product is always on, always accessible
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3. Ease of Use Parameters
 Interface should communicate the conceptual model
~ Keylekh, Saral, Swarachkra, Disha
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© IDC, IIT Bombay
3. Ease of Use Parameters
 Interface should communicate the conceptual model
 Intuitiveness
– User should be able to predict the next step / task
~ Wizards, iPad, Gmail, Nokia phones
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© IDC, IIT Bombay
3. Ease of Use Parameters
 Interface should communicate the conceptual model
 Intuitiveness
 No entry barrier
– User must be able to complete critical tasks in first attempt
~ Tata Sky
~ Touch screens on ATMs
~ iTunes for novices
~ SBI net-banking application form
~ ATM doorlock
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© IDC, IIT Bombay
3. Ease of Use Parameters
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Interface should communicate the conceptual model
Intuitiveness
No entry barrier
No unnecessary tasks
~ Cash section – searching for the bill
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© IDC, IIT Bombay
3. Ease of Use Parameters
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Interface should communicate the conceptual model
Intuitiveness
No entry barrier
No unnecessary tasks
Automate routine tasks / minimise user task load
~ Remember settings from last encounter
~ Remember last 3 trips on Jet Airways
~ Auto-select frequent choices
~ Auto-correct frequent errors
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© IDC, IIT Bombay
3. Ease of Use Parameters
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Interface should communicate the conceptual model
Intuitiveness
No entry barrier
No unnecessary tasks
Automate routine tasks / minimise user task load
Product is always on, always accessible
~ Mobile phones
~ छोटा credit
~ Low booting time PCs
~ Synchronised calendar on multiple media
~ Extra battery for cell phones (like reserve in two-wheelers)
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© IDC, IIT Bombay
Categories of User Experience Goals
1.
2.
3.
4.
5.
6.
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Learnability
Speed of use
Ease of use
Ease of communication
Error-free use
Subjective satisfaction
4. Ease of Communication Parameters
 Information architecture
– Information should be well aggregated, categorized, presented
~ Find information on IITB website
~ Office 2007 went from menus to ribbons and changed IA
– Where is “Snap objects to grid” setting in PowerPoint?
 Communication should be clear
– User should easily understand text, labels, headings, visuals
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© IDC, IIT Bombay
4. Ease of Communication Parameters
 Information architecture
– Information should be well aggregated, categorized, presented
~ Find information on IITB website
~ Office 2007 went from menus to ribbons and changed IA
– Where is “Snap objects to grid” setting in PowerPoint?
 Communication should be clear
– User should easily understand text, labels, headings, visuals
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© IDC, IIT Bombay
Categories of User Experience Goals
1.
2.
3.
4.
5.
6.
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Learnability
Speed of use
Ease of use
Ease of communication
Error-free use
Subjective satisfaction
5. Error-free Use
 Error
– An action of the user that does not accomplish the desired goal
 Severity of Errors
– The more difficult it is to recover from the error, more sever it is
– Catastrophic, major, minor
 Type of errors
– Slips and mistakes
– Frequent and one-time errors
 Error rate of a product
– # of errors made while performing benchmark tasks
– % of users who make an error while doing a task
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© IDC, IIT Bombay
5. Error-free Use
 Limits for error rate of the product
~ 90% users can withdraw cash on first attempt
 Ability of users to recognize errors
~ If the amount is beyond limit, users should recognise this before the
transaction
 Limits for severity of the errors
~ Users cannot enter an amount greater than what they can withdraw
~ The user should realise that a beyond-limit withdrawal leads to a
fine
 Ability of users to recover from errors
~ If the amount is beyond limit, users should be able to reduce the
amount without logging in again
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© IDC, IIT Bombay
5 Error-free Use Parameters
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Product should give good feedback
Product should not induce errors
Product should tolerate user’s errors
Product should help user recover from errors
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5 Error-free Use Parameters
 Product should give good feedback
~ Display current status
~ Timely responses
 Product should not induce errors
~ Flash Action Script
~ Jet Airways
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© IDC, IIT Bombay
5 Error-free Use Parameters
 Product should give good feedback
~ Display current status
~ Timely responses
 Product should not induce errors
~ Flash Action Script
~ Jet Airways
 Product should tolerate user’s errors
– Forgiving interface
~ Accept any date format
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© IDC, IIT Bombay
5 Error-free Use Parameters
 Product should give good feedback
~ Display current status
~ Timely responses
 Product should not induce errors
~ Flash Action Script
~ Jet Airways
 Product should tolerate user’s errors
– Forgiving interface
~ Accept any date format
 Product should help user recover from errors
– Troubleshoot problems
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© IDC, IIT Bombay
5 Error-free Use Parameters
 Product should give good feedback
~ Display current status
~ Timely responses
 Product should not induce errors
~ Flash Action Script
~ Jet Airways
 Product should tolerate user’s errors
– Forgiving interface
~ Accept any date format
 Product should help user recover from errors
– Troubleshoot problems
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© IDC, IIT Bombay
Categories of User Experience Goals
1.
2.
3.
4.
5.
6.
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Learnability
Speed of use
Ease of use
Ease of communication
Error-free use
Subjective satisfaction
6. Subjective Satisfaction
 Emotional needs, wants and desires
– Life goals and experience goals of users
– Influences the desirability
 Important for non-work products
~ Entertainment products
~ Games
~ Fiction
 Important for niche markets
~ Hasselblad cameras for photographers
~ Apple computers for designers
~ Manual blood pressure meter for doctors
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© IDC, IIT Bombay
6. Subjective Satisfaction Parameters
 User should feel emotionally engaged / reflective appeal
 User should find the product aesthetically appealing
 User should feel in control / behavioural appeal
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 User should feel emotionally engaged
– Reflective appeal, sense of identification, pride
– Enjoyment, fun
– Brand appeal, trust
– Creativity
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© IDC, IIT Bombay
http://www.funonline.in/wp-content/uploads/2012/05/Sachin-Tendulkar-with-Indian-Flag.jpg
6. Subjective Satisfaction Parameters
6. Subjective Satisfaction Parameters
 User should feel emotionally engaged
 User should find the product aesthetically appealing
– Visceral appeal
– Beauty
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© IDC, IIT Bombay
https://www.ticona-photos.com/PL/Electric%20shaver%20Braun%20Synchro_1965.jpg
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http://www.salon-automobile.net/wp-content/uploads/2008/06/ferrari-california002.jpg
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http://en.red-dot.org/2775.html?&cHash=8d05fbe1902bd809bf0ae553169893db&detail=9352&year=0
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http://en.red-dot.org/3194.html?&cHash=660fb3d0b0194ec62f6156224fc2a6a8&detail=9034
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http://en.red-dot.org/2775.html?&cHash=ea7629caf900fe92aaad17c8eacee2d9&detail=8939&year=0
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http://filmsplusmovies.com/wp-content/uploads/2011/01/urmila-matondkar.jpg
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6. Subjective Satisfaction Parameters
 User should feel emotionally engaged
 User should find the product aesthetically appealing
 User should feel in control
– Behavioural appeal
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© IDC, IIT Bombay
Categories of User Experience Goals
1.
2.
3.
4.
5.
6.
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Learnability
Speed of use
Ease of use
Ease of communication
Error-free use
Subjective satisfaction
Review Weights – Goal Setting Task 2
 USP (5)
– Top 3 user experience goals
 Very Important (4)
– Top 6 user experience goals
 Important (3)
– Top 10 user experience goals
 Usual Relevance (2)
– Vanilla, hygiene factor
 Somewhat relevant (1)
– Ignore in a pinch
 Irrelevant (0)
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UGT Formative Evaluation
– 11 IDC student projects, 4 HCI professional proejcts
 UGT was continuously modified
– During and after each session
– Goal parameters were added, re-worded, split, merged or regrouped
– Expressive enough to suit individual products
– General enough to apply to a wide range of products
 Outcome
– Goal parameters went up from 20 to 30
– Retention merged with Learnability
– Ease of communication added
– Examples, goal setting guidelines, evaluation ideas were articulated
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© IDC, IIT Bombay
UGT Summative Evaluation
 First summative evaluation
– 34 HCI professionals (CEP participants)
– Asked to set goals for an industrial project
 Second summative evaluation
– 15 HCI professionals during user experience tutorials
– Post-activity questionnaire
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© IDC, IIT Bombay
Kolmogorov-Smirnov test
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© IDC, IIT Bombay
Analysis of UGT
Weights and scores from 65 industry projects
 Coverage
Speed and flexibility
– Extent to which suggested goal
parameters
suffice
User
should be able
to do multiple tasks at the same
time
– UGT sufficient for setting goals
inand
59 looks
/ 65 projects
Form
Product should have a sporty look / reflect current
– 6 / 65 projects needed additional
goals
trends
Accessibility
 Relevance
Information should be visible in extreme conditions
– How many goal parameters could
removed
from
UGT without
(desert,be
bright
light, total
darkness).
Portability
hampering coverage significantly
Product should be able to connect to any other
product (portability)
Product should run on many other hardware
(portability)
Be compatible with old browsers, computers
Safety and security
The produce should be safe and secure - user should
not get injury
Access to tasks should be controlled
86
© IDC, IIT Bombay
0
1
2
3
4
5
Mean
0
0
3
13
30
19
4.00
23 Communication should be clear
0
0
5
14
29
17
3.89
22 Information architecture
0
1
3
24
18
19
3.78
24 Feedback
0
0
10
21
22
12
3.55
9 Navigate quickly and easily
1
1
12
11
30
10
3.51
8 Do primary task quickly
3
3
5
14
28
12
3.49
16 Communicate the conceptual model
0
5
8
18
21
13
3.45
28 Behavioural appeal
1
2
9
28
19
6
3.23
12 Complete tasks in time / steps
4
1
13
20
15
12
3.18
17 Intuitiveness
1
4
11
25
18
6
3.12
2 Take less time to learn
1
5
12
24
17
6
3.06
4 Internally consistent
1
4
17
19
17
7
3.05
10 Not load user’s memory
1
2
23
14
17
8
3.05
25 Not induce errors
3
0
17
24
14
7
3.03
27 Help user recover from errors
2
5
19
18
16
5
2.86
5
6
15
14
19
6
2.83
18 No entry barrier
7
6
10
19
16
7
2.80
19 Require no unnecessary tasks
3
2
19
26
12
3
2.78
30 Aesthetically appealing
2
6
18
21
14
4
2.78
5
5
19
18
8
10
2.75
10
6
16
10
10
13
2.66
26 Forgiving interface
3
6
20
24
10
2
2.58
29 Emotionally engaged
8
12
10
15
12
8
2.54
10
7
12
16
16
4
2.51
7
8
16
19
11
4
2.48
10
12
11
17
10
5
2.31
13 Personalised automatically
15
10
12
6
17
5
2.23
14 Localised for market segments
17
12
8
10
9
9
2.14
15 User can customise
29
9
6
8
9
4
1.55
37
3
8
6
1 Findability
3 Users learn on their own
5 Consistent with other products
21 Always on, accessible
20 Automate routine tasks
11 Flexibility
7 Remember critical tasks
87
6 Consistent with earlier version
© IDC,
6 IIT 5Bombay
1.32
Analysis of UGT
Weights and scores from 65 industry projects
 Coverage
– Extent to which suggested goal parameters suffice
– UGT sufficient for setting goals in 59 / 65 projects
– 6 / 65 projects needed additional goals
 Relevance
– How many goal parameters could be removed from UGT without
hampering coverage significantly
 Granularity
– Scale
– UGT breaks down goals into concrete parameters -unambiguous
interpretation
88
© IDC, IIT Bombay
Internal Reliability
 30 goal parameters for 65 industrial projects
– Cronbach’s alpha for weights = 0.787
– Cronbach’s alpha for weights = 0.873
– A good range is from 0.7 to 0.9
 After deleting one goal parameter at a time, weights of 29 goal
parameters for 65 industrial projects
– Cronbach’s alpha varies from 0.772 to 0.797 for weights
– Cronbach’s alpha varies from 0.863 to 0.878 for scores
89
© IDC, IIT Bombay
Goal Weight and Goal Scores
– 30 goals * 65 projects = 1950 weightage score pairs
Goal weight
0
1
2
3
4
5
Total
90
0
144
(75%)
21
(14%)
17
(5%)
10
(2%)
11
(2%)
1
(0%)
204
(11%)
25
9
(5%)
35
(24%)
41
(11%)
37
(7%)
28
(6%)
18
(8%)
168
(9%)
Goal score
50
19
(10%)
44
(30%)
142
(39%)
157
(30%)
138
(28%)
57
(25%)
557
(29%)
Total
75
19
(10%)
37
(25%)
146
(40%)
254
(49%)
256
(51%)
97
(43%)
809
(42%)
Spearman’s rho = 0.391, n = 1950, p < 0.0005
pseudo r2 = 0.082 to 0.219
100
2
(1%)
10
(7%)
23
(6%)
60
(12%)
65
(13%)
52
(23%)
212
(11%)
193
(100%)
147
(100%)
369
(100%)
518
(100%)
498
(100%)
225
(100%)
1950
(100%)
© IDC, IIT Bombay
Goal Weight and Goal Scores
– 457 / 1241 ‘important’ goals score 50 or less (37%)
Goal weight
0
1
2
3
4
5
Total
0
144
(75%)
21
(14%)
17
(5%)
10
(2%)
11
(2%)
1
(0%)
204
(11%)
25
9
(5%)
35
(24%)
41
(11%)
37
(7%)
28
(6%)
18
(8%)
168
(9%)
Goal score
50
19
(10%)
44
(30%)
142
(39%)
157
(30%)
138
(28%)
57
(25%)
557
(29%)
Total
75
19
(10%)
37
(25%)
146
(40%)
254
(49%)
256
(51%)
97
(43%)
809
(42%)
100
2
(1%)
10
(7%)
23
(6%)
60
(12%)
65
(13%)
52
(23%)
212
(11%)
193
(100%)
147
(100%)
369
(100%)
518
(100%)
498
(100%)
225
(100%)
1950
(100%)
91
© IDC, IIT Bombay
Individual Goal Parameter Weight-Score Correlations
A highly correlated goal-parameter
(hypothetical)
A non-correlated goal-parameter
(hypothetical)
92
© IDC, IIT Bombay
Individual Goal Parameter Weight-Score Correlations
6. Consistent with earlier version
Mean weight = 1.32 (SD = 1.75)
Mean score = 30.38 (SD = 34.09)
Rho = 0.77 (p < 0.0005)
13. Personalised for the user
Mean weight = 2.23 (SD = 1.70)
Mean score = 43.08 (SD = 33.80)
Rho = 0.71 (p = 0.0005)
93
© IDC, IIT Bombay
Individual Goal Parameter Weight-Score Correlations
23. Communication should be
clear
Mean weight = 3.89 (SD = 0.89)
Mean score = 71.54 (SD = 20.19)
Rho = -0.19 (p = 0.138)
94
24. Give good feedback
Mean weight = 3.55 (SD = 0.97)
Mean score = 67.69 (SD = 23.27)
Rho = -0.02 (p = 0.901)
Latent Goals
© IDC, IIT Bombay
95
rho
(n = 65)
0.17
-0.19
-0.12
-0.02
0.09
0.34
0.03
0.17
0.17
0.23
0.22
0.39
0.02
-0.04
0.21
0.54
0.28
0.33
0.07
0.38
0.55
0.35
0.53
0.48
0.33
0.24
0.71
0.64
0.74
0.77
Sig. (2tailed)
0.19
0.14
0.34
0.90
0.48
0.01
0.83
0.18
0.19
0.07
0.07
0.00
0.90
0.73
0.09
0.00
0.02
0.01
0.56
0.00
0.00
0.00
0.00
0.00
0.01
0.06
0.00
0.00
0.00
0.00
Rank
on rho
22
20
24
30
25
12
28
21
23
17
18
9
29
27
19
6
15
14
26
10
5
11
7
8
13
16
2
3
4
1
Latent Goals
Rank
on wt
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Explicit Goals
Findability of options / data / information
Communication should be clear
Information architecture: well aggregated...
Should give feedback / display status
User should be able to navigate quickly..
Do primary tasks quickly, easily...
Clearly communicate the conceptual model
Feel in control / behavioural appeal
Complete tasks in specific time / steps...
Intuitiveness: Able to predict the next step
User should take less time to learn
Product should be internally consistent
Not load memory / put cognitive load
Product should not induce errors
Help user recover from errors...
Users should be able to learn on their own
No entry barrier: complete critical tasks
Aesthetically appealing / visceral appeal
Product should require no unnecessary tasks
Consistent with other products...
Always on, always accessible
Tolerate user's errors / forgiving interface...
Emotionally engaged / reflective appeal
Automate routine tasks / minimise task load
Flexibility: User controls task sequence
Remember / retain critical, infrequent tasks
Personalised for the user automatically
Localised for specific market segments
User can customise the product for himself
Consistent with earlier version
Ave.
weight
4.00
3.89
3.78
3.55
3.51
3.49
3.45
3.23
3.18
3.12
3.06
3.05
3.05
3.03
2.86
2.83
2.80
2.78
2.78
2.75
2.66
2.58
2.54
2.51
2.48
2.31
2.23
2.14
1.55
1.32
Mean weights and weight-score rhos Pearson’s r = -0.815, p < 0.0005
© IDC, IIT Bombay
Assignment 3
 From http://www.idc.iitb.ac.in/~anirudha/ugt.html read about the goal
setting tool
 For the project you are working on, identify 5 most important goals
 Interpret these goals in the context of your project
 (This is an individual assignment, so your interpretation of what goals
are important may be different from that of your teammates)
 Submit in google drive by 14-2-14
96
Questions?
 Primary product goals
 Usability goals
– Useful, usable, desirable
– Quantitative and qualitative
– You can’t meet all goals, need to prioritise
– Usability goals setting tool
– Learnability, ease of use, speed of use, ease of communication, error-free
use, subjective satisfaction
97
Questions?
 Layers of user experience
 Conceptual model
 Modelling users
– Novices / advanced beginners / competent performers / experts
– Personas and goals
 Product goals
98