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Flying Cars, User Experience Research, Attitude...

Tomer Sharon
October 16, 2013

Flying Cars, User Experience Research, Attitude, and Behavior

Ask a user their opinion on the value of a feature and you may get a very different answer than logs analysis will show. Tomer Sharon explains why.

Engineers and product managers understand that products should solve real problems and provide an excellent user experience. They want to learn about customers needs and abilities. However, sometimes what a user says and how a user acts don't align.

In this talk, Tomer Sharon discussed the relationship between attitude and behavior - a concept that highly affects the quality of research.

Topics included:
What is User Experience?
- 3 types of User Experience Research questions
- Examples of discrepancy between attitude and behavior
- 6 factors that affect the relationship between attitude and behavior
- Tips for evaluating ideas in a valid and reliable way.

Tomer Sharon

October 16, 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. 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]
  12. 5

  13. 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]
  14. 6

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

    PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
  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. “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