Materials of the MERLIN (https://merlin-ict.eu) workshop on User Experience. MERLIN will support market-oriented researchers, SMEs and startups across Europe, to consider the full potential of their research and to shape ideas and outputs into innovations to be ready for market validation and commercialisation, by using modern needs-first, market-led methodologies and offering free training workshops and meetup in 7 European countries. More information in video https://bit.ly/merlin_video

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UX
Helping today’s researchers
create tomorrow’s enterprises
This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 780460

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General information
○ Until 14:00
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○ 2 x 15/20 minutes ○ Teaching materials

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PRINCIPLES
○ There are no
bad questions
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○ Everything we discuss
stays in the room
○ Commitment and
team work

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About MERLIN project
MERLIN project aims to stimulate the interest in the creation of startups, spin-offs and licensing agreements among ICT researchers,
providing them with the business skills that would help them to commercialize their research findings and successfully introduce them to the
market, and introducing them to their local and European entrepreneurial ecosystems
https://merlin-ict.eu
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Organization of more than 40 practical
thematic workshops in several
European cities, including Cambridge,
Madrid, Poznan, Vilnius, Berlin,
Warsaw, Bucharest, Tallinn
Participation in 5
international
conferences, organizing
workshops and forums
Organization of 8
meetups with potential
customers, commercial
partners, and investors
Preparation of 4
webinars on SME
growth and PPP
business models

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MERLIN partners
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3 Incubators
Universidad Politécnica de Cartagena
University of Cambridge
Poznan Science and Technology Park
2 Consultancy Companies
BluSpecs
CIVITTA

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Agenda
Intro
Ice breaker
Usability testing
Exercises
Closing
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what do you need?
a name card
a bingo card
a pen
sense of humour

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rules
1. find a partner
2. Ask each other questions from the board for 1 minute
3. if you find an answer, enter your partner's name in the field
4. after each subsequent minute, you have to find a new partner
5. One name in each filed is enough
6. the first person who fills in all fields shouts BINGO

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the same hardware; different experience
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but what is this UX design?
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Business
goals
Users
needs
UX

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how is UX doing it?
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how is UX doing it?

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research types
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behaviou
r
posture
qualitative quantitative
eyetracking
mouse tracking
A/B tests
statistics analysis
observation
contextual interview
focus groups
IDI
journal research
survey
content analysis
usability testing

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research types
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behaviou
r
posture
qualitative quantitative
eyetracking
mouse tracking
A/B tests
statistics analysis
observation
contextual interview
focus groups
IDI
journal research
survey
content analysis
usability testing

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facebook on android
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A/B testing
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A/B testing
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A/B testing
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Campaign
img 1 img 2
title 1 title 2 title 1 title 2

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A/B testing
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Campaign
img 1 img 2
title 1 title 2 title 1 title 2

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pros and cons - talking out loud
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Get clear evidence
Test new ideas
Optimise one step at a
time
Answer specific design
questions
Can take a lot of time
Only works for specific
goals
Doesn’t improve a dud
Could end up with
constant testing

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6 steps to good testing
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1. Determine your goal
2. Decide which page to test
3. Select elements to A/B test
4. Design your test
5. Let your test accumulate data
6. Document or implement your
results

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Break (20 minutes)
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I feel like
home ☺
Slow downEat
Drink
Have a rest in
a company
Reduce the
use of your
mobile

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mouse and eye tracking
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types of maps
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heatmap
Use colour-coding to
indicate different levels of
activities. The brighter or
hotter an area is, the more
interaction it represents.

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types of maps
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clickmap
Clickmaps display the exact
number of clicks on specific
elements or links on a page
– links, images, text and
other elements.

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types of maps
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envelope
The view “red”, “green”,
“orange” and “blue” coloured
circles which denote the
total number of clicks for
that specific element.

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types of maps
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scrollmap
A scrollmap is a visual
representation of the web
page scrolling behaviour of
your visitors.

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eye tracking only
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Fixation
sequences
Based on fixation position
(where?) and timing
information (when?), you
can generate a fixation
sequence.

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eye tracking only
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Areas of Interest
(AOI)
A tool to select subregions
of the displayed stimuli, and
to extract metrics
specifically for these
regions.

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Let’s talk - Ray Burke, case study
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diary panel
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diary panel – a sample diary
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source: Studiesas a basis for user experience design
Author: Iga Mościchowska, Barbara Rogoś-Turek

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diary panel
working in teams,
we create a questionnaire to a study concerning any application
do not forget about the purpose of the survey
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diary panel
carry out a study for at least 2 users
groups share users with each other
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diary panel
what was the most difficult?
what was the coolest?
what are the pros and cons of this testing method?
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thank You
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