Thomas S. (Tom) Tullis is Vice President of User Experience Research at Fidelity Investments. He joined Fidelity in 1993 and was instrumental in the development of the company's User Experience department; its facilities include a state-of-the-art Usability Lab. Prior to joining Fidelity, Tom 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. Tullis received a B.A. from Rice University, an M.A. in experimental psychology from New Mexico State University, and a Ph.D. in engineering psychology from Rice University. During his 30+ years of experience in human-computer interface studies, he has published more than 50 papers in numerous technical journals and has been an invited speaker at national and international conferences. He also holds eight U.S. patents and is an Adjunct Professor at Bentley University.
The tutorial will review a wide range of UX metrics and provide UX professionals with a foundation for carrying out basic quantitative research. It is presented by the authors of the highly regarded book "Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics".
The instructors will discuss the advantages and limitations of a wide range of different UX metrics, when to use (and not use) them, and how to present metrics in effective ways to help motivate appropriate decisions. Participants will have an opportunity to get their hands dirty with different types of UX data, learning some statistical tests, and experimenting with different visualizations. Participants will walk away with a practical understanding of how to incorporate quantitative data into their UX toolkit.
Performance metrics: success rates, task time, errors, efficiency, and learnability.
Self-reported metrics: a wide variety of ways to collect and analyze feedback coming directly from users.
Issues-based metrics: how to identify usability issues and assign severity ratings.
Derived metrics includes combining more than one type of metric to come up with a single usability score such as SUM
Web navigation metrics measuring click-through rates and abandonment rates.
Observational metrics based on observations or measurements of user behaviour including eye-tracking, facial expressions, physiological responses and stress measures.
Group exercise to develop a usability research plan utilizing specific metrics.
Demonstration of different data analysis tools.
9:00 - 17:15
Room: Plaza 12 Type: Full Day Tutorial Track: Tools & Techniques