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Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.43,0:00:06.08,Default,,0000,0000,0000,,In many ways, the most creative, challenging, and under-appreciated aspect of interaction design
Dialogue: 0,0:00:06.08,0:00:08.46,Default,,0000,0000,0000,,is evaluating designs with people.
Dialogue: 0,0:00:08.46,0:00:11.57,Default,,0000,0000,0000,,The insights that you’ll get from testing designs with people
Dialogue: 0,0:00:11.57,0:00:16.02,Default,,0000,0000,0000,,can help you get new ideas, make changes, decide wisely, and fix bugs.
Dialogue: 0,0:00:16.02,0:00:20.81,Default,,0000,0000,0000,,One reason I think design is such an interesting field is its relationship to truth and objectivity.
Dialogue: 0,0:00:20.81,0:00:26.41,Default,,0000,0000,0000,,I find design so incredibly fascinating because we can say more in response to a question like:
Dialogue: 0,0:00:26.41,0:00:32.96,Default,,0000,0000,0000,,“How can we measure success?” than “It’s just personal preference” or “Whatever feels right.”
Dialogue: 0,0:00:32.96,0:00:37.47,Default,,0000,0000,0000,,At the same time, the answers are more complex and more open-ended, more subjective,
Dialogue: 0,0:00:37.47,0:00:41.54,Default,,0000,0000,0000,,and require more wisdom than just a number like 7 or 3.
Dialogue: 0,0:00:41.54,0:00:43.85,Default,,0000,0000,0000,,One of the things that we’re going to learn in this class
Dialogue: 0,0:00:43.85,0:00:48.37,Default,,0000,0000,0000,,is the different kinds of knowledge that you can get out of different kinds of methods.
Dialogue: 0,0:00:48.37,0:00:53.32,Default,,0000,0000,0000,,Why evaluate designs with people? Why learn about how people use interactive systems?
Dialogue: 0,0:00:53.32,0:00:58.44,Default,,0000,0000,0000,,I think one major reason for this is that it can be difficult to tell how good a user interface is
Dialogue: 0,0:00:58.44,0:01:03.97,Default,,0000,0000,0000,,until you’ve tried it out with actual users, and that’s because clients and designers and developers,
Dialogue: 0,0:01:03.97,0:01:07.11,Default,,0000,0000,0000,,they may know too much about the domain and the user interface,
Dialogue: 0,0:01:07.11,0:01:11.38,Default,,0000,0000,0000,,or have acquired blinders through designing and building the user interface.
Dialogue: 0,0:01:11.38,0:01:15.42,Default,,0000,0000,0000,,At the same time they may not know enough about the user’s actual tasks.
Dialogue: 0,0:01:15.42,0:01:20.96,Default,,0000,0000,0000,,And while experience and theory can help, it can still be hard to predict what real users will actually do.
Dialogue: 0,0:01:21.89,0:01:25.00,Default,,0000,0000,0000,,You might want to know, “Can people figure out how to use it?”
Dialogue: 0,0:01:25.00,0:01:28.86,Default,,0000,0000,0000,,or “Do they swear or giggle when using this interface?”
Dialogue: 0,0:01:28.86,0:01:31.22,Default,,0000,0000,0000,,“How does this design compare to that design?”
Dialogue: 0,0:01:31.22,0:01:35.34,Default,,0000,0000,0000,,and, “If we changed the interface, how does that change people’s behaviour?”
Dialogue: 0,0:01:35.34,0:01:39.50,Default,,0000,0000,0000,,“What new practices might emerge?” “How do things change over time?”
Dialogue: 0,0:01:39.50,0:01:44.71,Default,,0000,0000,0000,,These are all great questions to ask about an interface, and each will come from different methods.
Dialogue: 0,0:01:44.71,0:01:49.93,Default,,0000,0000,0000,,The value of having a broad toolbox of different methods can be especially valuable in emerging areas
Dialogue: 0,0:01:49.93,0:01:56.18,Default,,0000,0000,0000,,like mobile and social software where people’s use practices can be particularly context-dependent
Dialogue: 0,0:01:56.18,0:02:00.68,Default,,0000,0000,0000,,and also evolves significantly over time in response to how other people use software
Dialogue: 0,0:02:00.68,0:02:03.20,Default,,0000,0000,0000,,through network effects and things like that.
Dialogue: 0,0:02:03.20,0:02:08.53,Default,,0000,0000,0000,,To give you a flavour of this, I’d like to quickly run through some common types of empiracal research in HCI.
Dialogue: 0,0:02:08.53,0:02:11.74,Default,,0000,0000,0000,,The examples I’ll show are mostly published work of one sort or another,
Dialogue: 0,0:02:11.74,0:02:14.02,Default,,0000,0000,0000,,because that’s the easiest stuff to share.
Dialogue: 0,0:02:14.02,0:02:18.65,Default,,0000,0000,0000,,If you have good examples from current systems out in the world, post them to the forum!
Dialogue: 0,0:02:18.65,0:02:21.13,Default,,0000,0000,0000,,I keep an archive of user interface examples,
Dialogue: 0,0:02:21.13,0:02:24.43,Default,,0000,0000,0000,,and I and the other students would love to see what you can come up with.
Dialogue: 0,0:02:24.43,0:02:27.18,Default,,0000,0000,0000,,One way to learn about the user experience of a design
Dialogue: 0,0:02:27.18,0:02:30.81,Default,,0000,0000,0000,,is to bring people into your lab or office and have them try it out.
Dialogue: 0,0:02:30.81,0:02:32.98,Default,,0000,0000,0000,,We often call these usability studies.
Dialogue: 0,0:02:32.98,0:02:37.46,Default,,0000,0000,0000,,This “watch someone use my interface” approach is a common one in HCI.
Dialogue: 0,0:02:37.46,0:02:43.62,Default,,0000,0000,0000,,This basic strategy for traditional user-centred design is to iteratively bring people
Dialogue: 0,0:02:43.62,0:02:48.22,Default,,0000,0000,0000,,into your lab or office until you run out of time. And then release.
Dialogue: 0,0:02:48.22,0:02:52.31,Default,,0000,0000,0000,,And, if you had deep pockets, these rooms had a one-way glass mirror,
Dialogue: 0,0:02:52.31,0:02:54.68,Default,,0000,0000,0000,,and the development team was on the other side.
Dialogue: 0,0:02:54.68,0:02:59.24,Default,,0000,0000,0000,,In a leaner environment, this may be just bring in people into your dorm room office.
Dialogue: 0,0:02:59.24,0:03:01.67,Default,,0000,0000,0000,,You’ll learn a huge amount by doing this.
Dialogue: 0,0:03:01.67,0:03:04.70,Default,,0000,0000,0000,,Every single time that I or a student, friend, or colleague
Dialogue: 0,0:03:04.70,0:03:07.73,Default,,0000,0000,0000,,has watched somebody use a new interactive system,
Dialogue: 0,0:03:07.73,0:03:14.18,Default,,0000,0000,0000,,we learn something, [as,] as designers we get blinders to systems’ quirks, bugs, and false assumptions.
Dialogue: 0,0:03:15.31,0:03:19.56,Default,,0000,0000,0000,,However, there are some major shortcomings to this approach.
Dialogue: 0,0:03:19.56,0:03:24.12,Default,,0000,0000,0000,,In particular, the setting probably isn’t very ecologically valid.
Dialogue: 0,0:03:24.12,0:03:29.46,Default,,0000,0000,0000,,In the real world, people may have different tasks, goals, motivations, and physical settings
Dialogue: 0,0:03:29.46,0:03:32.29,Default,,0000,0000,0000,,than your office or lab.
Dialogue: 0,0:03:32.29,0:03:35.35,Default,,0000,0000,0000,,This can be especially true for user interfaces that you think people might use on the go,
Dialogue: 0,0:03:35.35,0:03:38.40,Default,,0000,0000,0000,,like at a bus stop or while waiting in line.
Dialogue: 0,0:03:38.40,0:03:40.83,Default,,0000,0000,0000,,Second, there can be a “please me” experimental bias,
Dialogue: 0,0:03:40.83,0:03:44.12,Default,,0000,0000,0000,,where when you bring somebody in to try out a user interface,
Dialogue: 0,0:03:44.12,0:03:47.34,Default,,0000,0000,0000,,they know that they’re trying out the technology that you developed
Dialogue: 0,0:03:47.34,0:03:50.97,Default,,0000,0000,0000,,and so they may work harder or be nicer
Dialogue: 0,0:03:50.97,0:03:54.59,Default,,0000,0000,0000,,than they would if they had to use it without the constraints of a lab setup
Dialogue: 0,0:03:54.59,0:03:58.50,Default,,0000,0000,0000,,with the person who developed it watching right over them.
Dialogue: 0,0:03:58.50,0:04:03.34,Default,,0000,0000,0000,,Third, in its most basic form where you’re just trying out just one user interface, there is no comparison point.
Dialogue: 0,0:04:03.34,0:04:09.18,Default,,0000,0000,0000,,So while you can track when people laugh, or swear, or smile with joy,
Dialogue: 0,0:04:09.18,0:04:12.46,Default,,0000,0000,0000,,you won’t know whether they would’ve laugh more, or sworn less, or smiled more
Dialogue: 0,0:04:12.46,0:04:14.97,Default,,0000,0000,0000,,if you’d had a different user interface.
Dialogue: 0,0:04:14.97,0:04:18.18,Default,,0000,0000,0000,,And finally it requires bringing people to your physical location.
Dialogue: 0,0:04:18.18,0:04:20.60,Default,,0000,0000,0000,,This is often a whole lot easier than a lot of people think.
Dialogue: 0,0:04:20.60,0:04:23.84,Default,,0000,0000,0000,,It can be a psychological burden, even if nothing else.
Dialogue: 0,0:04:24.31,0:04:28.17,Default,,0000,0000,0000,,A very different way of getting feedback from people is to use a survey.
Dialogue: 0,0:04:28.17,0:04:31.15,Default,,0000,0000,0000,,Here is an example of a survey that I got recently from San Francisco
Dialogue: 0,0:04:31.15,0:04:34.13,Default,,0000,0000,0000,,asking about different street light designs.
Dialogue: 0,0:04:34.13,0:04:38.15,Default,,0000,0000,0000,,Surveys are great because you can quickly get feedback from a large number of responses.
Dialogue: 0,0:04:38.15,0:04:41.35,Default,,0000,0000,0000,,And it’s relatively easy to compare multiple alternatives.
Dialogue: 0,0:04:41.35,0:04:44.38,Default,,0000,0000,0000,,You can also automatically tally the results.
Dialogue: 0,0:04:44.38,0:04:48.39,Default,,0000,0000,0000,,You don’t even need to build anything; you can just show screen shots or mock-ups.
Dialogue: 0,0:04:48.39,0:04:50.53,Default,,0000,0000,0000,,One of the things that I’ve learned the hard way, though,
Dialogue: 0,0:04:50.53,0:04:55.14,Default,,0000,0000,0000,,is the difference between what people say they’re going to do and what they actually do.
Dialogue: 0,0:04:55.14,0:04:59.03,Default,,0000,0000,0000,,Ask people how often they exercise and you’ll probably get a much more optimistic answer
Dialogue: 0,0:04:59.03,0:05:02.06,Default,,0000,0000,0000,,than how often they really do exercise.
Dialogue: 0,0:05:02.06,0:05:05.17,Default,,0000,0000,0000,,The same holds for the street light example here.
Dialogue: 0,0:05:05.17,0:05:08.100,Default,,0000,0000,0000,,Try to imagine what a number of different street light designs might be
Dialogue: 0,0:05:08.100,0:05:12.19,Default,,0000,0000,0000,,is really different than actually observing them on the street
Dialogue: 0,0:05:12.19,0:05:15.38,Default,,0000,0000,0000,,and having them become part of normal everyday life.
Dialogue: 0,0:05:15.38,0:05:18.08,Default,,0000,0000,0000,,Still, it can be valuable to get feedback.
Dialogue: 0,0:05:18.08,0:05:20.44,Default,,0000,0000,0000,,Another type of responder strategy is focus groups.
Dialogue: 0,0:05:20.44,0:05:26.05,Default,,0000,0000,0000,,In a focus group, you’ll gather together a small group of people to discuss a design or idea.
Dialogue: 0,0:05:26.05,0:05:31.37,Default,,0000,0000,0000,,The fact that focus groups involve a group of people is a double-edged sword.
Dialogue: 0,0:05:31.37,0:05:37.54,Default,,0000,0000,0000,,On one hand, you can get people to tease out of their colleagues things that they might not have thought
Dialogue: 0,0:05:37.54,0:05:44.58,Default,,0000,0000,0000,,to say on their own; on the other hand, for a variety of psychological reasons, people may be inclined
Dialogue: 0,0:05:44.58,0:05:48.77,Default,,0000,0000,0000,,to say polite things or generate answers completely on the spot
Dialogue: 0,0:05:48.77,0:05:53.78,Default,,0000,0000,0000,,that are totally uncorrelated with what they believe or what they would actually do.
Dialogue: 0,0:05:54.66,0:05:59.98,Default,,0000,0000,0000,,Focus groups can be a particularly problematic method when you are looking at trying to gather data
Dialogue: 0,0:05:59.98,0:06:04.14,Default,,0000,0000,0000,,about taboo topics or about cultural biases.
Dialogue: 0,0:06:04.14,0:06:06.72,Default,,0000,0000,0000,,With those caveats — right now we’re just making a laundry list, and —
Dialogue: 0,0:06:06.72,0:06:12.31,Default,,0000,0000,0000,,I think that focus groups, like almost any other method, can play an important role in your toolbelt.
Dialogue: 0,0:06:13.42,0:06:16.57,Default,,0000,0000,0000,,Our third category of techniques is to get feedback from experts.
Dialogue: 0,0:06:16.57,0:06:22.90,Default,,0000,0000,0000,,For example, in this class we’re going to do a bunch of peer critique for your weekly project assignments.
Dialogue: 0,0:06:22.90,0:06:25.37,Default,,0000,0000,0000,,In addition to having users try your interface,
Dialogue: 0,0:06:25.37,0:06:29.78,Default,,0000,0000,0000,,it can be important to eat your own dog food and use the tools that you built yourself.
Dialogue: 0,0:06:29.78,0:06:35.07,Default,,0000,0000,0000,,When you are getting feedback from experts, it can often be helpful to have some kind of structured format,
Dialogue: 0,0:06:35.07,0:06:38.56,Default,,0000,0000,0000,,much like the rubrics you’ll see in your project assignments.
Dialogue: 0,0:06:38.56,0:06:44.88,Default,,0000,0000,0000,,And, for getting feedback on user interfaces, one common approach to this structured feedback
Dialogue: 0,0:06:44.88,0:06:48.39,Default,,0000,0000,0000,,is called heuristic evaluation, and you’ll learn how to do that in this class;
Dialogue: 0,0:06:48.39,0:06:51.05,Default,,0000,0000,0000,,it’s pioneered by Jacob Nielson.
Dialogue: 0,0:06:51.05,0:06:53.50,Default,,0000,0000,0000,,Our next genre is comparative experiments:
Dialogue: 0,0:06:53.50,0:06:57.56,Default,,0000,0000,0000,,taking two or more distinct options and comparing their performance to each other.
Dialogue: 0,0:06:57.56,0:07:00.18,Default,,0000,0000,0000,,These comparisons can take place in lots of different ways:
Dialogue: 0,0:07:00.18,0:07:04.06,Default,,0000,0000,0000,,They can be in the lab; they can be in the field; they can be online.
Dialogue: 0,0:07:04.06,0:07:06.54,Default,,0000,0000,0000,,These experiments can be more-or-less controlled,
Dialogue: 0,0:07:06.54,0:07:10.12,Default,,0000,0000,0000,,and they can take place over shorter or longer durations.
Dialogue: 0,0:07:10.12,0:07:14.24,Default,,0000,0000,0000,,What you’re trying to learn here is which option is the more effective,
Dialogue: 0,0:07:14.24,0:07:16.100,Default,,0000,0000,0000,,and, more often, what are the active ingredients,
Dialogue: 0,0:07:16.100,0:07:21.42,Default,,0000,0000,0000,,what are the variables that matter in creating the user experience that you seek.
Dialogue: 0,0:07:22.01,0:07:26.71,Default,,0000,0000,0000,,Here’s an example: My former PhD student Joel Brandt, and his colleague at Adobe,
Dialogue: 0,0:07:26.71,0:07:30.85,Default,,0000,0000,0000,,ran a number of studies comparing help interfaces for programmers.
Dialogue: 0,0:07:32.14,0:07:38.32,Default,,0000,0000,0000,,In particular they compared a more traditional search-style user interface for finding programming help
Dialogue: 0,0:07:38.32,0:07:43.44,Default,,0000,0000,0000,,with a search interface that integrated programming help directly into your environment.
Dialogue: 0,0:07:43.44,0:07:46.98,Default,,0000,0000,0000,,By running these comparisons they were able to see how programmers’ behaviour differed
Dialogue: 0,0:07:46.98,0:07:50.59,Default,,0000,0000,0000,,based on the changing help user interface.
Dialogue: 0,0:07:50.59,0:07:53.70,Default,,0000,0000,0000,,Comparative experiments have an advantage over surveys
Dialogue: 0,0:07:53.70,0:07:57.23,Default,,0000,0000,0000,,in that you get to see the actual behaviour as opposed to self report,
Dialogue: 0,0:07:57.23,0:08:02.33,Default,,0000,0000,0000,,and they can be better than usability studies because you’re comparing multiple alternatives.
Dialogue: 0,0:08:02.33,0:08:06.78,Default,,0000,0000,0000,,This enables you to see what works better or worse, or at least what works different.
Dialogue: 0,0:08:06.78,0:08:10.37,Default,,0000,0000,0000,,I find that comparative feedback is also often much more actionable.
Dialogue: 0,0:08:11.17,0:08:13.94,Default,,0000,0000,0000,,However, if you are running controlled experiments online,
Dialogue: 0,0:08:13.94,0:08:18.08,Default,,0000,0000,0000,,you don’t get to see much about the person on the other side of the screen.
Dialogue: 0,0:08:18.08,0:08:20.77,Default,,0000,0000,0000,,And if you are inviting people into your office or lab,
Dialogue: 0,0:08:20.77,0:08:24.11,Default,,0000,0000,0000,,the behaviour you’re measuring might not be very realistic.
Dialogue: 0,0:08:24.11,0:08:30.28,Default,,0000,0000,0000,,If realistic longitudinal behaviour is what you’re after, participant observation may be the approach for you.
Dialogue: 0,0:08:30.28,0:08:36.42,Default,,0000,0000,0000,,This approach is just what it sounds like: observing what people actually do in their actual work environment.
Dialogue: 0,0:08:36.42,0:08:40.23,Default,,0000,0000,0000,,And this more long-term evaluation can be important for uncovering things
Dialogue: 0,0:08:40.23,0:08:44.13,Default,,0000,0000,0000,,that you might not see in shorter term, more controlled scenarios.
Dialogue: 0,0:08:44.13,0:08:48.02,Default,,0000,0000,0000,,For example, my colleagues Bob Sutton and Andrew Hargadon studied brainstorming.
Dialogue: 0,0:08:48.02,0:08:51.66,Default,,0000,0000,0000,,The prior literature on brainstorming had focused mostly on questions like
Dialogue: 0,0:08:51.66,0:08:54.40,Default,,0000,0000,0000,,“Do people come up with more ideas?”
Dialogue: 0,0:08:54.40,0:08:56.83,Default,,0000,0000,0000,,What Bob and Andrew realized by going into the field
Dialogue: 0,0:08:56.83,0:09:00.52,Default,,0000,0000,0000,,was that brainstorming served a number of other functions also,
Dialogue: 0,0:09:00.52,0:09:05.36,Default,,0000,0000,0000,,like, for example, brainstorming provides a way for members of the design team
Dialogue: 0,0:09:05.36,0:09:08.08,Default,,0000,0000,0000,,to demonstrate their creativity to their peers;
Dialogue: 0,0:09:08.08,0:09:13.21,Default,,0000,0000,0000,,it allows them to pass along knowledge that then can be reused in other projects;
Dialogue: 0,0:09:13.21,0:09:19.06,Default,,0000,0000,0000,,and it creates a fun, exciting environment that people like to work in and that clients like to participate in.
Dialogue: 0,0:09:19.06,0:09:22.21,Default,,0000,0000,0000,,In a real ecosystem, all of these things are important,
Dialogue: 0,0:09:22.21,0:09:25.51,Default,,0000,0000,0000,,in addition to just having the ideas that people come up with.
Dialogue: 0,0:09:26.19,0:09:32.91,Default,,0000,0000,0000,,Nearly all experiments seek to build a theory on some level — I don’t mean anything fancy by this,
Dialogue: 0,0:09:32.91,0:09:37.31,Default,,0000,0000,0000,,just that we take some things to be more relevant, and other things less relevant.
Dialogue: 0,0:09:37.31,0:09:39.25,Default,,0000,0000,0000,,We might, for example, assume
Dialogue: 0,0:09:39.25,0:09:43.07,Default,,0000,0000,0000,,that the ordering of search results may play an important role in what people click on,
Dialogue: 0,0:09:43.07,0:09:46.42,Default,,0000,0000,0000,,but that the batting average of the Detroit Tigers doesn’t,
Dialogue: 0,0:09:46.42,0:09:49.76,Default,,0000,0000,0000,,unless, of course, somebody’s searching for baseball.
Dialogue: 0,0:09:49.76,0:09:55.09,Default,,0000,0000,0000,,If you have a theory that sufficiently, formal mathematically that you may make predictions,
Dialogue: 0,0:09:55.09,0:10:00.04,Default,,0000,0000,0000,,then you can compare alternative interfaces using that model, without having to bring people in.
Dialogue: 0,0:10:00.04,0:10:05.58,Default,,0000,0000,0000,,And we’ll go over that in this class a little bit, with respect to input models.
Dialogue: 0,0:10:05.58,0:10:10.07,Default,,0000,0000,0000,,This makes it possible to try out a number of alternatives really fast.
Dialogue: 0,0:10:10.07,0:10:12.29,Default,,0000,0000,0000,,Consequently, when people use simulations,
Dialogue: 0,0:10:12.29,0:10:16.38,Default,,0000,0000,0000,,it’s often in conjunction with something like Monte Carlo optimization.
Dialogue: 0,0:10:16.38,0:10:19.93,Default,,0000,0000,0000,,One example of this can be found in the ShapeWriter system,
Dialogue: 0,0:10:19.93,0:10:22.74,Default,,0000,0000,0000,,where Shuman Zhai and colleagues figured out how to build a keyboard
Dialogue: 0,0:10:22.74,0:10:26.12,Default,,0000,0000,0000,,where people could enter an entire word in a single stroke.
Dialogue: 0,0:10:26.12,0:10:31.25,Default,,0000,0000,0000,,They were able to do this with the benefit of formal models and optimization-based approaches.
Dialogue: 0,0:10:31.25,0:10:34.40,Default,,0000,0000,0000,,Simulation has mostly been used for input techniques
Dialogue: 0,0:10:34.40,0:10:39.80,Default,,0000,0000,0000,,because people’s motor performance is probably the most well-quantified area of HCI.
Dialogue: 0,0:10:39.80,0:10:42.70,Default,,0000,0000,0000,,And, while we won’t get much to it in this intro course,
Dialogue: 0,0:10:42.70,0:10:46.27,Default,,0000,0000,0000,,simulation can also be used for higher-level cognitive tasks;
Dialogue: 0,0:10:46.27,0:10:48.50,Default,,0000,0000,0000,,for example, Pete Pirolli and colleagues at PARC
Dialogue: 0,0:10:48.50,0:10:51.53,Default,,0000,0000,0000,,had built impressive models of people’s web-searching behaviour.
Dialogue: 0,0:10:52.47,0:10:57.25,Default,,0000,0000,0000,,These models enable them to estimate, for example, which links somebody is most likely to click on
Dialogue: 0,0:10:57.25,0:11:00.24,Default,,0000,0000,0000,,by looking at the relevant link texts.
Dialogue: 0,0:11:00.24,0:11:05.07,Default,,0000,0000,0000,,That’s our whirlwind tour of a number of empirical methods that this class will introduce.
Dialogue: 0,0:11:05.07,0:11:09.48,Default,,0000,0000,0000,,You’ll want to pick the right method for the right task, and here’s some issues to consider:
Dialogue: 0,0:11:09.48,0:11:13.19,Default,,0000,0000,0000,,If you did it again, would you get the same thing?
Dialogue: 0,0:11:13.19,0:11:18.54,Default,,0000,0000,0000,,Another is generalizability and realism — Does this hold for people other than 18-year-old
Dialogue: 0,0:11:18.54,0:11:23.14,Default,,0000,0000,0000,,upper-middle-class students who are doing this for course credit or a gift certificate?
Dialogue: 0,0:11:23.14,0:11:28.55,Default,,0000,0000,0000,,Is this behaviour also what you’d see in the real world, or only in a more stilted lab environment?
Dialogue: 0,0:11:28.55,0:11:30.86,Default,,0000,0000,0000,,Comparisons are important, because they can tell you
Dialogue: 0,0:11:30.88,0:11:34.35,Default,,0000,0000,0000,,how the user experience would change with different interface choices,
Dialogue: 0,0:11:34.35,0:11:38.55,Default,,0000,0000,0000,,as opposed to just a “people liked it” study.
Dialogue: 0,0:11:38.55,0:11:42.78,Default,,0000,0000,0000,,It’s also important to think about how to achieve how these insights efficiently,
Dialogue: 0,0:11:42.78,0:11:48.75,Default,,0000,0000,0000,,and not chew up a lot of resources, especially when your goal is practical.
Dialogue: 0,0:11:48.75,0:11:54.25,Default,,0000,0000,0000,,My experience as a designer, researcher, teacher, consultant, advisor and mentor has taught me
Dialogue: 0,0:11:54.25,0:12:01.34,Default,,0000,0000,0000,,that evaluating designs with people is both easier and more valuable than many people expect,
Dialogue: 0,0:12:01.34,0:12:04.70,Default,,0000,0000,0000,,and there’s an incredible lightbulb moment that happens
Dialogue: 0,0:12:04.70,0:12:08.83,Default,,0000,0000,0000,,when you actually get designs in front of people and see how they use them.
Dialogue: 0,0:12:08.83,0:12:12.94,Default,,0000,0000,0000,,So, to sum up this video, I’d like to ask what could be the most important question:
Dialogue: 0,0:12:12.94,9:59:59.99,Default,,0000,0000,0000,,“What do you want to learn?”