Flying Cars, User Experience Research, Attitude, and Behavior

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FLYING CARS, USER EXPERIENCE RESEARCH, ATTITUDE, AND BEHAVIOR

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@tsharon

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WHAT IS UX?

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CREDIT: ERIK FLOWERS

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CREDIT: DAN WILLIS

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HOW PEOPLE FEEL WHEN THEY USE SOMETHING.

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WHAT’S UX RESEARCH?

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PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME.

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3 QUESTIONS UX RESEARCH CAN ANSWER

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WHAT DO PEOPLE NEED?

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WHAT DO PEOPLE WANT?

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CAN PEOPLE USE IT?

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FIRST RULE OF UX RESEARCH

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DON’T LISTEN TO USERS

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OBSERVE BEHAVIOR

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I DON’T LISTEN TO USERS BECAUSE OF THE PSYCHOLOGY OF ATTITUDE & BEHAVIOR

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STRONG RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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STUDENTS WERE ASKED ABOUT THEIR ATTITUDE TOWARD CHEATING. A FEW WEEKS LATER, THEY WERE ASKED TO GRADE THEIR OWN TESTS. THERE WAS CLOSE TO ZERO CORRELATION BETWEEN ATTITUDE TOWARD CHEATING AND ACTUAL CHEATING. [COREY, 1937]

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MANY STUDIES FOUND NO RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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SOCIAL PSYCHOLOGISTS STARTED ASKING WHAT AFFECTS THE RELATIONSHIP BETWEEN ATTITUDE & BEHAVIOR?

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6 FACTORS THAT AFFECT THE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OF MEASURMENT

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A GENERAL ATTITUDE CAN’T HELP IN PREDICTING SPECIFIC BEHAVIORS

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A SPECIFIC & UNIQUE ATTITUDE MIGHT PREDICT A SPECIFIC & UNIQUE BEHAVIOR

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SPECIFIC BEHAVIOR NUMBER OF FRIENDS, LIKES, COMMENTS, AND SHARES ON FACEBOOK

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GENERAL ATTITUDE TO WHAT EXTENT DO YOU CONSIDER YOURSELF A ‘SOCIAL ANIMAL’?

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GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE PILL [DAVIDSON & JACCARD, 1979]

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ATTITUDE USING BIRTH CONTROL THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL IN THE NEXT 2 YEARS CORRELATION 0.08 0.32 0.53 0.57

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ATTITUDE-BEHAVIOR RELATIONSHIP TIME BETWEEN MEASURMENTS

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PRINCIPLE POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT TIME- DIFFERENCE IS SHORT

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REASON BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER TIME

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HOW MANY TIMES DID A USER DRAW A SCREEN THEY WANT, ONLY TO REJECT IT 3 MONTHS LATER? [AFTER YOU COMPLETED CODING THE DAMN THING]

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ATTITUDE-BEHAVIOR RELATIONSHIP WAY OF ACQUIRING ATTITUDE

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JOEY, 10-YEARS-OLD, WANTS A VIDEO GAME HE PLAYED AT A FRIEND’S HOUSE; HIS FRIEND MARK HEARD ABOUT THIS GAME FROM JOEY; THEIR FRIEND ANDY SAW A COMMERCIAL FOR THAT GAME. WHO IS MORE LIKELY TO NAG THEIR PARENTS TO BUY THE GAME?

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PRINCIPLE PAST EXPERIENCE CLARIFIES ATTITUDE AND INCREASES ITS POSITIVE CORRELATION WITH BEHAVIOR

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APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT

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APPLICATION 2 TO UX ASK ABOUT PAST EXPERIENCES RATHER THAN PREDICTIONS OF THE FUTURE

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ATTITUDE-BEHAVIOR RELATIONSHIP CLARITY OF ATTITUDE

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PRINCIPLE ATTITUDE & BEHAVIOR CORRELATION INCREASES WHEN ATTITUDE IS CLEARER

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STUDENTS PARTICIPATED IN ELECTION IF THEY HAD MORE INFORMATION ABOUT CANDIDATES COMPARED TO STUDENTS WHO WERE NOT VERY UP-TO-DATE WITH CANDIDATE INFORMATION. [DAVIDSON ET AL, 1985]

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RESEARCHERS MEASURED PREGNANT WOMEN’S ATTITUDES TOWARD BREASTFEEDING, THEN MEASURED WHO OF THEM BREASTFED. A STRONGER CORRELATION BETWEEN ATTITUDE & BEHAVIOR WAS FOUND AMONG WOMEN WHO GAVE BIRTH BEFORE. [MANSTEAD, PROFFITT & SMART, 1983]

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ATTITUDE-BEHAVIOR RELATIONSHIP ACCESSIBILITY OF ATTITUDE TO CONSCIENCE

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PRINCIPLE CONSCIENCE- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR

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COMPUTER GEEKS SPEND A LOT OF TIME THINKING ABOUT THEIR OWN COMPUTER SOFTWARE PREFERENCES. PEOPLE’S ATTITUDES BETTER PREDICT BEHAVIOR WHEN THEY ARE ASKED OR HEAR ABOUT THEM REPEATEDLY. [POWELL & FAZIO, 1984, BORGIDA & CAMPBELL, 1982]

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ATTITUDE-BEHAVIOR RELATIONSHIP PERSONALITY

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PRINCIPLE PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY OF ATTITUDE & BEHAVIOR

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PEOPLE CONCERNED WITH THEIR SELF-PRESENTATION CLOSELY MONITOR THEMSELVES TO ENSURE DESIRED PUBLIC APPEARANCES

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IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]

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WHAT DOES IT MEAN TO YOU?

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NEVER ASK WHAT THEY NEED DO YOU THINK THIS IS A GOOD THING TO HAVE?

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BECAUSE HUMANS SUCK AT PREDICTING THE FUTURE YET THEY ARE HAPPY TO GIVE YOU THEIR OPINION

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INSTEAD OBSERVE WHAT THEY DO SHOW ME THE MOST FREQUENT TASK YOU TYPICALLY DO.

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NEVER ASK WHAT IS THEIR FEEDBACK WHAT DO YOU THINK ABOUT THIS COOL “SHARE” BUTTON?

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BECAUSE THEY’LL TELL YOU WHAT YOU WANT TO HEAR AND THEY HAVE NO IDEA WHAT THEY ARE TALKING ABOUT

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INSTEAD WATCH THEM USE IT CAN YOU SHOW ME HOW YOU DO THAT?

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RECAP

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HOW PEOPLE FEEL WHEN THEY USE SOMETHING.

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WHAT DO PEOPLE NEED?

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WHAT DO PEOPLE WANT?

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CAN PEOPLE USE IT?

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DON’T LISTEN TO USERS

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IF YOU WANT TO BE A GREAT ARCHEOLOGIST, GET OUT OF THE LIBRARY!

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OBSERVE BEHAVIOR

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OTHERWISE YOU’LL PERFECTLY EXECUTE THE WRONG PLAN

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AND BUILD A GREAT PRODUCT THAT NOBODY NEEDS

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LAST THOUGHT

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“DON’T BELIEVE EVERYTHING YOU SEE ON A POWERPOINT SLIDE JUST BECAUSE THERE’S A PICTURE WITH A QUOTE NEXT TO IT.” - WOLFGANG AMADEUS MOZART

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DANKE! @tsharon

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@tsharon Facebook.com/itsourresearch http://itsourresear.ch speakerdeck.com/tsharon/wuc-graz