What are some of the advanced techniques and metrics for UX testing and evaluation?

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User experience (UX) testing and evaluation are essential processes for designing and improving products and services that meet the needs and expectations of users. However, UX testing and evaluation can also be challenging, time-consuming, and costly, especially when dealing with complex or innovative solutions. Therefore, UX practitioners need to be aware of some of the advanced techniques and metrics that can help them conduct more effective and efficient UX testing and evaluation. In this article, we will explore some of these techniques and metrics, and how they can benefit your UX projects.

本文章的要点总结

Eye tracking insights:

This technique offers a window into your users' minds, showing exactly what grabs their attention and what gets glanced over. It's like having a roadmap to tweak your design for maximum engagement.
Research with empathy:

Dive into ethnography or field studies to uncover the real challenges users face. By understanding their context, you can craft solutions that resonate deeply, making their lives easier and happier.

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1 Eye tracking

Eye tracking is a technique that measures where, how, and when users look at a screen or a physical object. Eye tracking can provide valuable insights into how users perceive, process, and interact with visual information, such as layouts, graphics, text, menus, buttons, and ads. Eye tracking can also reveal users' attention, engagement, emotions, and cognitive load. Eye tracking can be used for various UX testing and evaluation purposes, such as usability testing, user research, content optimization, conversion optimization, and accessibility testing.

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Krid Fung

Product Innovation, CX Strategy, Design Enthusiast
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While eye tracking tools can provide a plethora of valuable data, keep in mind that these devices can easily take your participants out of a real or simulated experience, especially when they need to be worn by the participant. Consider using eye tracking tools that can be mounted to the device they're using instead, for most use cases.

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2 Biometric sensors

Biometric sensors are devices that measure physiological or behavioral signals from users, such as heart rate, skin conductance, facial expressions, voice, and posture. Biometric sensors can capture users' emotional and affective responses to a product or service, such as arousal, valence, stress, frustration, satisfaction, and delight. Biometric sensors can complement other UX testing and evaluation methods, such as surveys, interviews, and observations, by providing objective and continuous data on users' emotional states and reactions.

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3 A/B testing

A/B testing is a technique that compares two or more versions of a product or service feature, design, or content, to determine which one performs better according to a predefined metric or goal. A/B testing can help UX practitioners test and validate their assumptions, hypotheses, and ideas, and optimize their products or services based on data-driven decisions. A/B testing can be used for various UX testing and evaluation purposes, such as usability testing, user research, content optimization, conversion optimization, and personalization.

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4 Net Promoter Score (NPS)

Net Promoter Score (NPS) is a metric that measures how likely users are to recommend a product or service to others, based on a scale from 0 to 10. NPS is calculated by subtracting the percentage of detractors (users who rate 0 to 6) from the percentage of promoters (users who rate 9 or 10). NPS can provide a simple and quick indication of users' loyalty, satisfaction, and advocacy for a product or service. NPS can be used for various UX testing and evaluation purposes, such as user research, customer feedback, and benchmarking.

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5 System Usability Scale (SUS)

System Usability Scale (SUS) is a metric that measures users' perceived usability of a product or service, based on a 10-item questionnaire with a 5-point Likert scale. SUS is calculated by adding up the scores of each item and multiplying by 2.5, resulting in a score from 0 to 100. SUS can provide a reliable and valid measure of users' overall satisfaction and ease of use for a product or service. SUS can be used for various UX testing and evaluation purposes, such as usability testing, user research, and benchmarking.

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Leo Frishberg

Director of User Experience at athenahealth
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In addition to the standard SUS, the more recent variants (UMUX and UMUX-lite) reduce the number of questions to four and two, respectively, without sacrificing the benefits and insights of their older (and longer) sibling. The additional benefits from these shorter versions include a) greater completion rates and b) the ability to display the survey at critical moments of the user’s workflow. Regardless of which form you choose, the questions, their order and the sample of users you select are all tightly prescribed so that the results are reliable. The SUS has been so widely used across the globe, and on such a variety of products, that a SUS score for one product can be reliably compared against another.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Skye Sant

Director of Product Design & UX Research | 19 yrs exp as a strategic cross-functional leader with clear user-centered vision, excellent communication, and ability to execute and influence
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Be mindful of how you're spending the company's money and time - choose high-quality methods of discovering real user pain and needs. These methods above aren't as useful as interviews, ethnography or field studies. For every piece of research you do, ask yourself: "Does this research help me know exactly how to improve a specific user's life?" If not, choose another method.

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Lia Fetterhoff

Director of Product Design @ Pathstream | Creator of swishie.com
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In addition to what Skye said, only do research when you're clear about a) what you're actually trying to find out and b) if you know that the decision maker is willing to change their stance if the research runs counter to the original hypothesis. Invest research in what you can take action on.

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Arshitha S Ashok

UX Designer | MSc HCI@UCD | AsInt | Ex SAP | Designing for Humans leveraging AI | Storytelling
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It is also important to consider what type of data you want to derive from your research? Is it quantitative or qualitative? Which type of insights will be more valuable to your project? Some of the above methods like NPS gives you quantitative insights while other like eye tracking gives you qualitative. Methods like Biometric sensor data can give both. Make sure you are clear about your research goals and what sort of data and insights are you expecting post research. Consider that time to finish these research activities and also the type of audience needed for the research.

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Alipta Ballav

Sr. Design Manager @ Microsoft | Co-founder Design Shots.ai | Building UX for Generative AI
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The NASA TLX is a multi-dimensional rating scale for operators to report their mental workload. https://humansystems.arc.nasa.gov/groups/tlx/downloads/TLXScale.pdf

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What are some of the advanced techniques and metrics for UX testing and evaluation?

1

2

3

4

5

6

1 Eye tracking

2 Biometric sensors

3 A/B testing

4 Net Promoter Score (NPS)

5 System Usability Scale (SUS)

6 Here’s what else to consider

User Experience

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What are some of the advanced techniques and metrics for UX testing and evaluation?

1

2

3

4

5

6

1 Eye tracking

2 Biometric sensors

3 A/B testing

4 Net Promoter Score (NPS)

5 System Usability Scale (SUS)

6 Here’s what else to consider

User Experience

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