Self-Reported Metrics - Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics - page 144

To create these charts, choose “Radar” (under “Other Charts”) in Excel. “Filled” radar charts,
like the example here, usually work best. The advantage these charts provide is that they
help the viewer easily detect patterns as represented by different shapes. For example, a tall,
skinny radar chart like the one shown here reflects the fact that users thought the product
being evaluated was useful but not particularly easy to use, easy to learn, or satisfying.

6.4.6 Product Reaction Cards
A very different approach to capturing post-test subjective reactions to a product
was presented by Joey Benedek and Trish Miner (2002) from Microsoft. As illus-
trated in Figure 6.12 , they presented a set of 118 cards, each containing adjec-
tives (e.g., Fresh, Slow, Sophisticated, Inviting, Entertaining, Incomprehensible).
Some of the words are positive and some are negative. The users would then
simply choose the cards they felt described the system. After selecting the cards,
they were asked to pick the top five cards and explain why they chose each. This
technique is intended to be more qualitative in that its main purpose is to elicit
commentary from the users. But it can also be used in a quantitative way by
counting the number of times each word is chosen by participants. Results can
also be visualized using a word cloud (e.g., using Wordle.net). Case study 10.5
provides good examples of word clouds from the product reaction cards.

The complete set of 118 Product Reaction Cards
Accessible Creative Fast Meaningful Slow

Advanced Customizable Flexible Motivating Sophisticated

Annoying Cutting edge Fragile Not Secure Stable

Appealing Dated Fresh Not Valuable Sterile

Approachable Desirable Friendly Novel Stimulating

Attractive Difficult Frustrating Old Straight Forward

Boring Disconnected Fun Optimistic Stressful

Business-like Disruptive Gets in the way Ordinary Time-consuming

Busy Distracting Hard to Use Organized Time-Saving

Calm Dull Helpful Overbearing Too Technical

Clean Easy to use High quality Overwhelming Trustworthy

Clear Effective Impersonal Patronizing Unapproachable

Collaborative Efficient Impressive Personal Unattractive

Comfortable Effortless Incomprehensible Poor quality Uncontrollable

Compatible Empowering Inconsistent Powerful Unconventional

Compelling Energetic Ineffective Predictable Understandable

Complex Engaging Innovative Professional Undesirable

Comprehensive Entertaining Inspiring Relevant Unpredictable

Confident Enthusiastic Integrated Reliable Unrefined

Confusing Essential Intimidating Responsive Usable

Connected Exceptional Intuitive Rigid Useful

Consistent Exciting Inviting Satisfying Valuable

Controllable Expected Irrelevant Secure
Convenient Familiar Low Maintenance Simplistic
Figure 6.12 Complete set of 118 product reaction cards developed by Joey Benedek and Trish Miner at
Microsoft. From Microsoft: “Permission is granted to use this Tool for personal, academic, and commercial
purposes. If you wish to use this Tool, or the results obtained from the use of this Tool for personal
or academic purposes or in your commercial application, you are required to include the following
attribution: Developed by and © 2002 Microsoft Corporation. All rights reserved.”