Case Studies - Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics - page 270

that we can be confident that a design intended for persona Win will also work
for real aspiring students like Lindsay.
10.4.4 Summary
Most user experience techniques are valuable on their own, and we're happy to
use them individually, as illustrated by our everyday example, number 2 above.
We find that the real value comes from comparing what we learn from larger
scale quantitative techniques with what we learn from small-scale, qualitative
techniques—and continuing to do that over many years.
ACKNOWLEDGMENTS
We thank our colleagues at the Open University: Sarah Allen and Ian Roddis,
and at Whitney Interactive Design: Whitney Quesenbery.
REFERENCES
Jarrett, C., & Roddis, I. (2002). How to obtain maximum insight by cross-referring site sta-
tistics, focus groups and usability techniques. Web based surveys and usability testing . San
Francisco, CA: Institute for International Research.
Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product
design . San Francisco: Morgan Kaufmann.
Biographies
Viki Stirling , as eBusiness Manager of Analytics and Optimization in the Digital
Engagement team at Open University, is responsible for leading the understand-
ing of actual customer on/off-site behaviors. She manages the integration and
implementation of online business analytics, both quantitative (web analytics)
and qualitative (sentiment), to provide insight and recommendations that inform
institutional strategy, addresses the university's business objectives, and improves
e-business performance. As she is particularly interested in the relationship between
analytics and user experience, she regularly provides analytics insight to support
usability testing, persona development, and optimization of the customer journey.
Caroline Jarrett , after 13 years as a project manager, started her business,
Effortmark Limited. She became fascinated with the problem of getting accurate
answers from users when she was consulting with HM Revenue and Customs
(the U.K. tax authority) on how to deal with large volumes of tax forms. She
became an expert in forms design and is coauthor of “Forms That Work:
Designing Web Forms for Usability.” Along the way, she completed an MBA
with the Open University, which led to coauthoring the textbook “User Interface
Design and Evaluation” and to consulting on the user experience of their vast
and complex website. Caroline is a Chartered Engineer, Fellow of the Society for
Technical Communication, and the cofounder of the Design to Read project,
which aims to bring together practitioners and researchers working on designing
for people who do not read easily.