7. White Hat:
“What do we know about this area?
What is situation on the market?
What are the statistics that we are aware about?
What is the information that is currently lacking and we
need to do a research for?”
8. Yellow Hat:
“There is a free spot on the market for vegan cuisine!
City council has launched a program of supporting new
healthy-dining spots!
We have a great team and we can make it work!”
9. Green Hat:
“We can add a hotel to the restaurant to get additional
profit.
We can buy an old building and re-construct it ourselves
to save some money.
We can cooperate with local farmers and get fresh fruits
and vegetables”
10. Black Hat:
“There is already a lot of restaurants in the city.
Because of cold climate restaurant will be very
dependant on imported fruits and vegetables.
Adding hotel will demand hiring more people = spend
more.
People of older age do not use social media, so only
teenagers will know about us”
11. Red Hat:
“People love eating out because it saves time.
People also love healthy food because it helps them to
stay fit.
People avoid vegan places because they have bad
reputation.
I have a feeling that we are going to succeed!”
12. Blue Hat:
“How would we present ourselves on the market?
What is our target audience?
Better option to run a property — rent it or buy it?
Who will be recruiting staff members? What is the
criteria?
What is our agenda and end goal?
How much time do we have for everything?”
13. To do:
● Pick at least one hat
● During the session you can change hats, but 2 is a
max.
● Try to avoid Black hat
● Make sure someone from your team wears Blue hat
ixdworks.com
16. Comparative evaluation
• Evaluation of concepts:
– Iterative product benchmarking
• lab studies, before usage, UX experts
• Aims of benchmarking
– Mature own idea
• Assess the competition
• Seek inspiration
• When to stop
– When the resulting table is saturated (when adding
new products does not bring added value)
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17. features Service 1 service 2 service 3 service 4
feature 1 x x x x
feature 2 x
feature 3 x x x
feature 4 x x x x
feature 5 x x x
feature 6 x
feature 7 x x
feature 8 x
feature 9 x
feature 10 x
feature 11
feature 12
feature 13
feature 14
The result
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Extra
features
18. Usability Study Scenario X
type of usability metrics Task Success Task Time Errors Efficiency Learnability
Issues base
metrics
Self-reported
metrics
Behavioral
and
physiological
metrics
Combined
and
comparative
metrics
Live Website
metrics
Card-sorting
data
Completing a transaction X X X X X
Comparing products X X X X
Evaluating frequent use of
the same product
X X X X X
Evaluating navigation and
information architecture
X X X X
Increasing awareness X X X
Problem discovery X X
Maximizing usability for a
critical product
X X X X
Creating an overall
positive user experience
X
Evaluating the impact of
subtle changes
X
Comparing alternative
designs
X X X X
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20. • Write a 1000 characters blog post about the
three articles on Google Drive
– The aim is for you…
• To compare the different approaches; and
• To elaborate on which one you would personally select
and use to evaluate the early concepts of your ongoing
project.
– Please see the course blog for more information.
– The deadline is 28th of February.
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21. First reading assignment
• Please see the course blog for more
information
– Remember this is a independent work
assignment.
– The deadline is 28th of February.
@ Sónia Sousa
