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TechAviv Talk

TechAviv Talk

***Flying Cars, UX Research, Attitude and Behavior***
Many entrepreneurs and startup founders want to learn from their customers about their needs and abilities. They understand that products should solve real problems for people and that they need to have an excellent user experience. Yet when it is time for customer development and learning from users, something changes. Countless entrepreneurs perceive UX research as wasteful and slow and either do it as an afterthought or skip it completely while trusting their own intuitions. This talk will define what UX research is and how it can help startup founders, and will review a key concept that makes or breaks any UX research study - the relationship between users' attitude and behavior.

Tomer Sharon

May 17, 2013
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Transcript

  1. 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]
  2. 1

  3. 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
  4. 2

  5. 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]
  6. 3

  7. 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?
  8. APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS

    ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT
  9. 4

  10. 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]
  11. 5

  12. 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]
  13. 6

  14. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF

    PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
  15. THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO

    COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’
  16. NEVER ASK WHAT IS THEIR FEEDBACK WHAT DO YOU THINK

    ABOUT THIS COOL “SHARE” BUTTON?
  17. BECAUSE THEY’LL TELL YOU WHAT YOU WANT TO HEAR AND

    THEY HAVE NO IDEA WHAT THEY ARE TALKING ABOUT
  18. PSYCHOLOGY OF ATTITUDE & BEHAVIOR 1.  Level of measurement 2. 

    Time between measurements 3.  Way of acquiring attitude 4.  Clarity of attitude 5.  Accessibility of attitude to conscious 6.  Personality