To have loyal customers you need satisfied customers. But is satisfaction enough to gain loyalty? Some argue that you need more than satisfaction. You need to consistently exceed expectations and delight your customers to generate loyalty. However, others have argued that instead of worrying about delighting customers, minimizing the effort customers need to expend to
Survey response options come in all sorts of shapes, sizes, and now, colors. The number of points, the addition of labels, the use of numbers, and the use of positive or negative tone are all factors that can be manipulated. These changes can also affect responses, sometimes modestly, sometimes a lot. There is some concern
The Four Seasons Hotel in Vail, Colorado, includes twice-daily housekeeping service. In addition to the usual room cleaning, in the evening they “turn down” your room by doing things such as preparing the bed, cleaning up, and closing the shades for you while you’re out at dinner. Many luxury hotels offer turn-down service, so that’s
Five-point scales are the best. No, seven points. Never use a ten-point scale. Eleven points “pretend noise is science.” You never need more than three points. Few things seem to elicit more opinions (and misinformation) in measurement than the “right” number of scale points to use in a rating scale response option. For example, here
In user research, there’s more than one expert and there’s also more than one expert review. The 1990s were the golden age of what is loosely referred to as expert reviews or by the more general term inspection methods. Unlike usability testing, which relies on observing users interact with a product or website, inspection methods—as
UX professionals use many methods to help understand and improve the user experience. Among the most popular are usability testing, expert reviews, surveys, and card sorting. But where did these methods come from? The field of UX research is relatively new, but its methods are not. And while UX methods may have new names, many
Methods evolve and adapt. The same is true of UX methods that have evolved from other methods, often from disparate fields and dating back decades. The usability profession itself can trace its roots to the industrial revolution. The think aloud protocol, one of the signature methods of usability testing, can trace its roots to psychoanalysis,
UX has no shortage of models, methods, frameworks, or even catchy acronyms. SUS, TAM, ISO 9241, and SUPR-Q to name a few. A relatively new addition is the HEART framework, derived by a team of researchers at Google. And when Google does something, others often follow. HEART (Happiness, Engagement, Adoption, Retention, and Task Success) is
You’ve probably heard of the infamous Stanford Prison Experiment by Philip Zimbardo (especially if you took an intro psych class). The shocking results had similar implications to the notorious Milgram experiment and suggested our roles may be a major cause for past atrocities and injustices. You might have also heard about research from Cornell University that found,
How much did you spend on Amazon last week? If you had to provide receipts or proof of purchases, how accurate do you think your estimate would be? In an earlier article we reported on the first wave of findings for a UX longitudinal study. We found that attitudes toward the website user experience tended
