The ability to manipulate independent variables, enforce consistency and control are important concerns. For example running a web site test against the site online may produce faulty data since the content of the site may change for each visit. This is referred to as the stimuli sensitivity and increses in-between power since all subjects are exposed to exactly the same stimuli. Another issue is the task sensitivity. The task must reflect what the results are supposed to illustrate (ie. reading a text does not contain elements of manipulation. People are in general very task oriented, instructed to read they will ignore certain elements (eg. banners etc.)
A couple of real world examples including the Fluent UI (Office 2008), Phlat and Search Engine Results Pages (SERP) were introduced.
The Fluent UI is the new interface used in Office 2008. It resembles a big change compared with the traditional Office interface. The Fluent UI is task and context dependent compared to the rather static traditional setup of menubars and icons cluttering the screen.
At Microsoft it is common to work around personas in multiple categories. These are abstract representations of user groups that help to illustrate the lifes and needs for "typical" users. For example, Nicolas, is a tech-savvy IT professional while Jennifer is a young hip girl who spend a lot of time on YouTube or hang around town with her shiny iPod (err.. Zune that is)
More information on the use of personas as a design method:
- J. Grudin, J. Pruitt (2002) Personas, Participatory Design and Product Development: An Infrastructure for Engagement (Microsoft Research) Download as Word doc.
- J. Grudin (2006) Why Personas Work: The Psychological Evidence (Microsoft Research) Download as Word doc.
- Cutrell, E., Robbins, D.C., Dumais, S.T. & Sarin, R. (2006). Fast, flexible filtering with Phlat - Personal search and organization made easy. In Proceedings of CHI'06, Human Factors in Computing Systems, (Montréal, April 2006), ACM press, 261-270. Try Phlat!
Further reading:
- Cutrell, E. & Guan, Z. (2007). What are you looking for? An eye-tracking study of information usage in Web Search. In Proceedings of CHI'07, Human Factors in Computing Systems, (San José), ACM press, 407-416.
- Guan, Z. & Cutrell, E. (2007). An eye-tracking study of the effect of target rank on Web search. In Proceedings of CHI'07, Human Factors in Computing Systems, (San José), ACM press, 417-420.