Database Reference
In-Depth Information
CHAPTER
2
Comparing two designs
(or anything else!) using
independent sample
T-tests
2.1 INTRODUCTION
As the researcher on a UX team, you are probably frequently asked to determine
which version of a design or feature is more useful or usable (in essence, better ). In
addition, you maybe asked to determine which design is preferable on a variety of
attributes, such as aesthetic appeal, trust, emotional connection, and of course, com-
mercial potential.
By “design” we mean alternate versions of lots of things: a Web site home page,
the ever-important shopping-cart check-out process, a “wizard” of some type that
helps the user accomplish a task, a single important feature, or an entire Web site or
prototype. As a matter of fact, this kind of comparison test maybe one of the most
common types of jobs you're assigned as the researcher.
Why compare different versions? Lots of reasons. If you're at an agency with
outside clients, the client will often ask to see a “couple of different passes.” If you're
at a company with its own UX team, you may still have “clients” whom you're
still beholden to—they're just internal, like the Chief Executive Oficer or VP of
Marketing. And they want to see a “couple of takes” as well.
And for good reason. Different versions mean that the team has explored differ-
ent approaches to improve a user's perception of usefulness and usability, and that
they're not satisied with the irst approach that someone comes up with. The team
wants to satisfy both the clients and themselves that they've left no stone unturned
(i.e., considered all alternatives) in their pursuit of the most intuitive design.
So what's the rub? The inal design needs to be chosen. And that isn't always easy
without further and, perhaps sophisticated, analyses.
2.2 CASE STUDY: COMPARING DESIGNS AT MADEMOISELLE
LA LA
You've been hired as the UX researcher at Mademoiselle La La, a high-end
online apparel merchant aimed at urbane women from 18-55 years of age with
well-above-average disposable income.
 
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