Measuring Desirability: New methods for evaluating

Muito bom este artigo, aqui segue o trecho inical dele e um link para o documento completo.

É sempre bom saber como diminuir os desvios nas respotas em testes de usabilidade quando o assunto é pesquisa de satisfação e como medir aspectos intangíveis.
Quem faz testes com frequencia sabe que em sua maioria, as pessoas tendem a dar respostas positivas mesmo que elas tenham tido muitas dificuldades ou problemas durante o teste.

Existem vários métodos para colher estas pesquisas inclusive algumas específicas para usabilidade, mas mesmo elas tem um desvio alto.
Aqui temos um método que tenta diminuir o desvio nestas pesquisas de satisfação em usabilidade e também ajuda a medir aspectos intangíveis. Palavras vagas como, engraçado, bom.
Muito bom para quando se é necessário medir um pouco além de um produto ser usável ou não.

Abstract

Difficulty can arise when a practitioner wants to get user input on intangibles such as “desire” and “fun” in a usability lab setting. This paper will introduce you to methods we’ve created to collect feedback on “desirability” and give some background on how we developed them.

Introduction

Formal usability tests in a lab setting are an excellent tool to evaluate whether users can complete tasks; however, the technique has not been as effective for measuring intangible aspects of the user experience such as “fun,” “enjoyment,” or whether the product is desirable enough to purchase. One standard method used to evaluate these intangible aspects is a questionnaire with Likert scales. One problem with this method is that the topics of the questions or anchors on the scales are assigned by the practitioner and often do not mean as much to a participant brought into the lab. In addition, there can be a tendency to give very similar and often positive ratings for each question in the lab environment. Another option is an interview. While this can result in useful data, this approach can be time consuming and with some users it can be difficult to elicit their candid or more negative feedback. In addition the subjective data that is gathered can be challenging to analyze. Because of these barriers, among others, usability engineers in our organization are unlikely to assess “desirability” while evaluating products in the usability lab.

Since product team members had expressed an interest in knowing more than “is the product usable,” we decided to explore ways to measure intangible aspects of the user experience quickly and easily in the lab. Initially this involved interviewing people across the company who have conducted research related to desirability of Microsoft products and brainstorming with them. This paper includes information about the brainstorm session used to generate new ideas, specifics about two different methods we developed as a result of the brainstorm session, and our process using and refining those methods.

Link para o texto completo :http://www.microsoft.com/usability/UEPostings/DesirabilityToolkit.doc