Measuring the User Experience

Measuring the User Experience

Collecting, Analyzing, and Presenting UX Metrics

3rd Edition - February 8, 2022

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  • Authors: Bill Albert, Tom Tullis
  • eBook ISBN: 9780128180815
  • Paperback ISBN: 9780128180808

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Description

Measuring the User Experience: Collecting, Analyzing, and Presenting UX Metrics, Third Edition provides the quantitative analysis training that students and professionals need. This book presents an update on the first resource that focused on how to quantify user experience. Now in its third edition, the authors have expanded on the area of behavioral and physiological metrics, splitting that chapter into sections that cover eye-tracking and measuring emotion. The book also contains new research and updated examples, several new case studies, and new examples using the most recent version of Excel.

Key Features

  • Helps readers learn which metrics to select for every case, including behavioral, physiological, emotional, aesthetic, gestural, verbal and physical, as well as more specialized metrics such as eye-tracking and clickstream data
  • Provides a vendor-neutral examination on how to measure the user experience with websites, digital products, and virtually any other type of product or system
  • Contains new and in-depth global case studies that show how organizations have successfully used metrics, along with the information they revealed
  • Includes a companion site, www.measuringux.com, that has articles, tools, spreadsheets, presentations and other resources that help readers effectively measure user experience

Readership

Students/ instructors in Human Factors, HCI usability and user experience practitioners, human factor professionals, market researchers, business analysts, interaction and visual designers, information architects

Table of Contents

  • Cover image
  • Title page
  • Table of Contents
  • Copyright
  • Dedication
  • Preface
  • Acknowledgments
  • A Special Note From Cheryl Tullis Sirois
  • Biographies
  • Chapter 1. Introduction
  • Table of Contents
  • 1.1 What is User Experience?
  • 1.2 What are User Experience Metrics?
  • 1.3 The Value of UX Metrics
  • 1.4 Metrics for Everyone
  • 1.5 New Technologies in User Experience Metrics
  • 1.6 Ten Myths About UX Metrics
  • Chapter 2. Background
  • Table of Contents
  • 2.1 Independent and Dependent Variables
  • 2.2 Types of Data
  • 2.3 Descriptive Statistics
  • 2.4 Comparing Means
  • 2.5 Relationships Between Variables
  • 2.6 Non-Parametric Tests
  • 2.7 Presenting Your Data Graphically
  • 2.8 Summary
  • Chapter 3. Planning
  • Table of Contents
  • 3.1 Study Goals
  • 3.2 UX Goals
  • 3.3 Business Goals
  • 3.4 Choosing the Right UX Metrics
  • 3.5 User Research Methods and Tools
  • 3.6 Other Study Details
  • 3.7 Summary
  • Chapter 4. Performance Metrics
  • Table of Contents
  • 4.1 Task Success
  • 4.2 Time-On-Task
  • 4.3 Errors
  • 4.4 Other Efficiency Metrics
  • 4.5 Learnability
  • 4.6 Summary
  • Chapter 5. Self-Reported Metrics
  • Table of Contents
  • 5.1 Importance of Self-Reported Data
  • 5.2 Rating Scales
  • 5.3 Post-Task Ratings
  • 5.4 Overall User Experience Ratings
  • 5.5 Using SUS to Compare Designs
  • 5.6 Online Services
  • 5.7 Other Types of Self-Reported Metrics
  • 5.8 Summary
  • Chapter 6. Issues-Based Metrics
  • Table of Contents
  • 6.1 What is a Usability Issue?
  • 6.2 How to Identify an Issue
  • 6.3 Severity Ratings
  • 6.4 Analyzing and Reporting Metrics for Usability Issues
  • 6.5 Consistency in Identifying Usability Issues
  • 6.6 Bias in Identifying Usability Issues
  • 6.7 Number of Participants
  • 6.8 Summary
  • Chapter 7. Eye Tracking
  • Table of Contents
  • 7.1 How Eye Tracking Works
  • 7.2 Mobile Eye Tracking
  • 7.3 Visualizing Eye Tracking Data
  • 7.4 Areas of Interest
  • 7.5 Common Eye Tracking Metrics
  • 7.6 Tips for Analyzing Eye Tracking Data
  • 7.7 Pupillary Response
  • 7.8 Summary
  • Chapter 8. Measuring Emotion
  • Table of Contents
  • 8.1 Defining the Emotional User Experience
  • 8.2 Methods to Measure Emotions
  • 8.3 Measuring Emotions Through Verbal Expressions
  • 8.4 Self-Report
  • 8.5 Facial Expression Analysis
  • 8.6 Galvanic Skin Response
  • 8.7 Case Study: the Value of Biometrics
  • 8.8 Summary
  • Chapter 9. Combined and Comparative Metrics
  • Table of Contents
  • 9.1 Single UX Scores
  • 9.2 UX Scorecards and Framework
  • 9.3 Comparison to Goals and Expert Performance
  • 9.4 Summary
  • Chapter 10. Special Topics
  • Table of Contents
  • 10.1 Web Analytics
  • 10.2 Card-Sorting Data
  • 10.3 Tree Testing
  • 10.4 First Click Testing
  • 10.5 Accessibility Metrics
  • 10.6 Return-on-Investment Metrics
  • 10.7 Summary
  • Chapter 11. Case Studies
  • Table of Contents
  • 11.1 Thinking Fast and Slow in the Netflix TV User Interface
  • 11.2 Participate/Compete/Win (Pcw) Framework: Evaluating Products and Features in the Marketplace
  • 11.3 Enterprise UX Case Study: Uncovering the “UX Revenue Chain”
  • 11.4 Competitive UX Benchmarking of four Healthcare Websites
  • 11.5 Closing the SNAP Gap
  • Chapter 12. Ten Keys to Success
  • Table of Contents
  • 12.1 Make the Data Come Alive
  • 12.2 Don’t Wait to be Asked to Measure
  • 12.3 Measurement is Less Expensive than you Think
  • 12.4 Plan Early
  • 12.5 Benchmark Your Products
  • 12.6 Explore Your Data
  • 12.7 Speak the Language of Business
  • 12.8 Show Your Confidence
  • 12.9 Don’t Misuse Metrics
  • 12.10 Simplify Your Presentation
  • References
  • Index

Product details

  • No. of pages: 384
  • Language: English
  • Copyright: © Morgan Kaufmann 2022
  • Published: February 8, 2022
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780128180815
  • Paperback ISBN: 9780128180808

About the Authors

Bill Albert

Bill Albert
William (Bill) Albert is Senior Vice President and Global Head of Customer Development at Mach49, a growth incubator for global businesses. Prior to joining Mach49, Bill was Executive Director of the Bentley University User Experience Center (UXC) for almost 13 years. Also, he was Director of User Experience at Fidelity Investments, Senior User Interface Researcher at Lycos, and Post-Doctoral Researcher at Nissan Cambridge Basic Research. He has more than twenty years of experience in user experience research, design, and strategy. Bill has published and presented his research at more than 50 national and international conferences, and published in many peer-reviewed academic journals within the fields of User Experience, Usability, and Human-Computer Interaction. In 2010 he co-authored (with Tom Tullis and Donna Tedesco), “Beyond the Usability Lab: Conducting Large-Scale Online User Experience Studies,” published by Elsevier/Morgan Kauffman.

Affiliations and Expertise

Director, Design and Usability Center, Bentley University, USA

Tom Tullis

Tom Tullis
Thomas S. (Tom) Tullis retired as Vice President of User Experience Research at Fidelity Investments in 2017. Tom was also an Adjunct Professor in Human Factors in Information Design at Bentley University since 2004. He joined Fidelity in 1993 and was instrumental in the development of the company’s User Research department, whose facilities include state-of-the-art Usability Labs. Prior to joining Fidelity, he held positions at Canon Information Systems, McDonnell Douglas, Unisys Corporation, and Bell Laboratories. He and Fidelity’s usability team have been featured in a number of publications, including Newsweek, Business 2.0, Money, The Boston Globe, The Wall Street Journal, and The New York Times.

Affiliations and Expertise

Senior Vice President of User Experience, Fidelity Investments, USA

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