Database Reference
In-Depth Information
In our experience, good ratings of usability usually correlate to good task-
completions rates. But if you're using different types of rating scales, all bets may
be off. A great example of this is garnering ratings of usefulness, not usability. For
example, a post-test usefulness rating for a particular task may be 1.5 (on a 5-point
scale), but the task completion rate is 90. The user thought it was easy to complete
the task, but there wasn't value in completing the task in the irst place!! After all, it
may be easy to literally ride a skateboard, but how useful is it when you need to be at
work in a half hour and work is 15 miles away?
6.2
CASE STUDY: SOPHISTICATED FOR WHOM?
Let's return to our favorite fashion site, Mademoiselle La La. To refresh your mem-
ory, you were hired as the UX researcher at Mademoiselle La La, a high-end online
store aimed at urbane women from ages 18-55 years with well-above-average dis-
posable income.
You'll remember that you launched an online survey to determine which new
home page design was more sophisticated. Using a t-test for independent samples,
you concluded that Design 1—a scene of a young woman sipping a coffee at an out-
door French café, ignoring the adoring eyes of a nearby young man—was considered
more “sophisticated” than Design 2, a scene of a young couple snuggling together
under one umbrella during a shower, with the Eiffel Tower bisecting a slate-gray sky.
Furthermore, you were able to report that the low
p
-value of 0.023 meant there was
a statistically signiicant difference between the two designs.
So far, so good at your new gig. But a mere week after your presentation, Cinny
Bittle, the brash new director of marketing, pokes her head in your ofice, waving a
copy of the latest Forrester report:
“Did you see this? Older boomers spend the most online. We're hosed!”
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