Measuring the User Experience
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Measuring the User Experience

Collecting, Analyzing, and Presenting Usability Metrics
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Bill Albert
661 g
233x189x17 mm
Morgan Kaufmann

Albert, WilliamBill Albert is Director of the Design and Usability Center at Bentley University. Prior to joining Bentley, Bill was Director of User Experience at Fidelity Investments, Senior User Interface Researcher at Lycos, and Post-Doctoral Research Scientist at Nissan Cambridge Basic Research. Bill is an Adjunct Professor in Human Factors in Information Design at Bentley University and a frequent instructor at the International Usability Professional's Association Annual Conference. Bill has published and presented his research at more than thirty national and international conferences. He is coauthor (with Tom Tullis) of Measuring the User Experience and Beyond the Usability Lab. He is on the editorial board for the Journal of Usability Studies.

Tullis, Thomas
Tom Tullis is Vice President of Usability and User Insight at Fidelity Investments and Adjunct Professor at Bentley University in the Human Factors in Information Design program. He joined Fidelity in 1993 and was instrumental in the development of the company's usability department, including a state-of-the-art Usability Lab. 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.
Measuring the User Experience was the first book that focused on how to quantify the user experience. Now in the second edition, the authors include new material on how recent technologies have made it easier and more effective to collect a broader range of data about the user experience.

As more UX and web professionals need to justify their design decisions with solid, reliable data, Measuring the User Experience provides the quantitative analysis training that these professionals need. The second edition presents new metrics such as emotional engagement, personas, keystroke analysis, and net promoter score. It also examines how new technologies coming from neuro-marketing and online market research can refine user experience measurement, helping usability and user experience practitioners make business cases to stakeholders. The book also contains new research and updated examples, including tips on writing online survey questions, six new case studies, and examples using the most recent version of Excel.

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
Find a vendor-neutral examination of how to measure the user experience with web sites, digital products, and virtually any other type of product or system
Discover in-depth global case studies showing how organizations have successfully used metrics and the information they revealed
Companion site,, includes articles, tools, spreadsheets, presentations, and other resources to help you effectively measure the user experience

Preface to the Second Edition



Chapter 1. Introduction

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 UX Metrics

1.6 Ten Myths about UX Metrics

Chapter 2. Background

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 Nonparametric Tests

2.7 Presenting your Data Graphically

2.8 Summary

Chapter 3. Planning

3.1 Study Goals

3.2 User Goals

3.3 Choosing the Right Metrics: Ten Types of Usability Studies

3.4 Evaluation Methods

3.5 Other Study Details

3.6 Summary

Chapter 4. Performance Metrics

4.1 Task Success

4.2 Time on Task

4.3 Errors

4.4 Efficiency

4.5 Learnability

4.6 Summary

Chapter 5. Issue-Based Metrics

5.1 What is a Usability Issue?

5.2 How to Identify an Issue

5.3 Severity Ratings

5.4 Analyzing and Reporting Metrics for Usability Issues

5.5 Consistency in Identifying Usability Issues

5.6 Bias in Identifying Usability Issues

5.7 Number of Participants

5.8 Summary

Chapter 6. Self-Reported Metrics

6.1 Importance of Self-Reported Data

6.2 Rating Scales

6.3 Post-Task Ratings

6.4 Postsession Ratings

6.5 Using Sus to Compare Designs

6.6 Online Services

6.7 Other Types of Self-Reported Metrics

6.8 Summary

Chapter 7. Behavioral and Physiological Metrics

7.1 Observing and Coding Unprompted Verbal Expressions

7.2 Eye Tracking

7.3 Measuring Emotion

7.4 Stress and Other Physiological Measures

7.5 Summary

Chapter 8. Combined and Comparative Metrics

8.1 Single Usability Scores

8.2 Usability Scorecards

8.3 Comparison to Goals and Expert Performance

8.4 Summary

Chapter 9. Special Topics

9.1 Live Website Data

9.2 Card-Sorting Data

9.3 Accessibility Data

9.4 Return-On-Investment Data

9.5 Summary

Chapter 10. Case Studies

10.1 Net Promoter Scores and the Value of a Good User Experience

10.2 Measuring the Effect of Feedback on Fingerprint Capture


10.3 Redesign of a Web Experience Management System

10.4 Using Metrics to Help Improve a University Prospectus


10.5 Measuring Usability Through Biometrics


Chapter 11. Ten Keys to Success

11.1 Make Data Come Alive

11.2 Don't Wait to be Asked to Measure

11.3 Measurement is Less Expensive than You Think

11.4 Plan Early

11.5 Benchmark Your Products

11.6 Explore Your Data

11.7 Speak the Language of Business

11.8 Show Your Confidence

11.9 Don't Misuse Metrics

11.10 Simplify Your Presentation



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