Professional Documents
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Who am I
I am a human factors/Usability researcher
My research experiences are very diverse, ranging from human performance in cockpit to usability research of websites and consumer products I enjoy collaborating with visual/interactive designers, engineers, PMs
My Research Philosophy-1
I am as strong as my data
Garbage in, garbage out Always plan studies carefully
My Research Philosophy-2
Triangulation of data collection
Qualitative & Quantitative
Data
My Research Philosophy-3
Be part of the big picture
Deliver evidence-based info to assist decision making
2007
Ebay China, Online Trust Research
2008
Photo -grapher
2009
2010
2011
2012
2013
Coop@GE Appliances
Present
Achievements Establish readability test procedure2 Redesign GE service website3 Usability Test remote control Appliance App4 Define touch interface specs
Research questions:
What information do online shoppers look for? How do they develop trust in sellers?
Methods-Ebay
Data Collection: Lab Experiment
Orthogonal Experimental Design
Sampling
60, Convenient sampling with screening criteria
Measurements
Subjective report trust questionnaire (Likert-scale)
Good reliability, Cronbach alpha>.80
Structured Interview
Thinking Process-Ebay
Why Lab experiment (instead of other methods such as web-analytics, interview )?
1. Establish a quantitative model 2. Explore causal relationship 3. Test hypothesized designs
Institution
Purchase
Explanations: 1. Sellers History(feedbacks) accounted for little variance initially. 2. Institution based trust(i.e., Paypal) is the key to the early development of trust.
3.
Relation based (emotional trust) trust gradually develops, which is reinforced by seller-buyer interaction and transactions.
3. Interview
Objective Data
2. Eye tracking
Subjective Data
1. Web-analytics
4. Questionnaire
Quantitative Data
Step-3: Usability test Evaluate original and redesigned Webpage with external participants Step-1: Web-analytics Identify specific pain-point in current design Step-2: Eye-tracking/interview Look into pages that identify In step-1 with internal participants
Original
Redesigned
Improvements: 1. Reduce visual clutter by deleting meaningless image and inappropriate information 2. Linear scan pattern Rationales: Eye-tracking data shown a scattered scanpath 3. Provide phone no. across the whole scheduling process
Original
Redesigned
Improvements: 1. Show availability in a Calendar instead of Radio buttons and Drop-down Menu Rationale: Web analytics data suggest a high drop-out rate when selecting date and time 2. Provide fee information upfront Rationale: Fee is shown as soon as the product info is entered
Original
Redesigned
Improvements: 1. Users do not need to provide any information regarding the problem Rationale: Relieve users from technical terms and actions.
Designers want:
Dot Matrix Display
Background-2: Readability
Users want:
Displays should be visible across a room at a glance
Research Design
Materials:
Inspired by the visual acuity test, I create a series of revised eye charts Instead of testing eyes, they test readability
Comprehensible Results
20/20 Vs. Image size on retina
Quantitative in nature
High granularity Comparable between tests
Research Design
Within subjects design, 9 conditions
Fully randomized eye chart, no learning/carryover Maximize test stats power
Research Design
Measurements/Metrics
Maximum legiblility rating (e.g., 20/20,20/40) Comfortable legibility rating
At which line you are still able to read effortlessly and comfortably at a glance?
Results
The Dot matrix requires XX%1 larger size to achieve equivalent readability of 7 segs. Or 7 segs can provide X2 feet more visible range for people with 20/20 vision
Heuristic evaluation
1-on-1 verbal protocol test
Research Example-Persona:
A couple of Millennium Generation
What I did?
Identify related tasks Prototype Debug Manage development
Due to non disclosure agreement, some materials are selectively presented. Feel free to contact me @
Mobile: 321-474-9633 cdan1984@gmail.com to discuss projects in more details