如何量化用户体验UE(How To Quantify The User Experience)[网摘]

如何量化用户体验UE(How To Quantify The User Experience)

关键词：用户体验度

量化用户体验有四个互相关联的重要因素:

1． 品牌(branding)
2． 使用性(usability)
3． 功能性(functionality)
4． 内容(content)

一个客观的衡量和分析工具，能帮助你的客户提供有实事依据的建议。而不是推测的意见和观点。我们在这篇文章中的探讨能帮助你：

1． 尽可能的去除你的主观偏好。
2． 使具有不同背景的人（设计人员、开发人员、客户）能够在理解网站上有统一的共识。
3． 创立与竞争对手网站或者以往的开发相比较的基本规则，为你的客户提供一个对他们网站的优缺点事实依据，视觉上的展示。

衡量用户体验

用户体验正如上面所说的4大重要因素。但是我们如何量化和徇这些看似无形的元素呢？

我们把我们的分析分成四部分，每个用户体验元素为一个部分。对每个元素我们创建一系列的描述和参数，有针对性的考查网站。每个描述分类1-X个级别，我们在这个范围内给每个描述打分，等到你完成了第一部分的分析，你应给四个部分的描述分别打分。

文章中的示例分析，在每个元素中仅用了5个参数，因为我们设20分一个档，最大分值为100，在每个元素中如果我们加上另外五个描述/参数每个元素就是10分一个档，下面就是有关每个元素和描述/参数的概要。

一．品牌

用来衡量网站品牌的描述包括：

1．用户为访问都提供了有吸引力的难忘的体验
2．网站的视觉效果与品牌一致
3．图片，附加内容，多媒体内容提供了体验过程的价值
4．网站传达了品牌设定的程度。
5．网站充分运用了这个体能力，加强了或延伸了品牌。

二、功能性

功能性包括所有的技术上的及屏幕之后的流程及应用，它伴随着为所有最终用户提供互动服务。而且有时对公众和管理员都有意义。

用来衡量功能性的描述包括：

1． 用户及时获得对其查询和提交信息的反馈。
2． 深晰的任务过程的告知（比如成功页面或邮件更新提示）
3． 网站和应用加上了一般的安全及个人隐私的标准
4． 在线功能与离线业务结合
5． 网站包含管理工具，加强管理员的效率。

三、使用性

使用性包括 一般意义上的对所有网站的内容和特点的易用性。在可能之下的二级主题还包括导航的友好性。他们包括：

1． 网站防止错误发生，并帮助使用都从错误中恢复。
2． 整体页面侧重应针对主要目标受众优化。
3． 网站帮助其访问都达成一般性目标和任务。
4． 网站保持其一致性和标准。
5． 网站能为有残疾用户提供特定内容。

四、内容

内容指网站的实际内容，文本，图片，多媒体等到，以及其结构，信息体结构。
我们考虑信息和内容是如果根据用户需要和客户业务要求而组织的。

1． 连接密度带来的清晰度和简单的网站浏览。
2． 内容组织方便了用户实现他们的目标
3． 内容及时准确
4． 内容与用户需要和商务目标相切合。
5． 多语言的综合性内容。

结果：

首先，将每个元素的价值相加，因为每个元素设定了一个最大和为100的量级，我们得到的是一个百分比的分数。最好的方式是通过一个蜘蛛图来展示。

通过分析获得创意

文中描述的分析和方法的优点在于它们能迎合你的特定客户。可根据需要加入其它考察元素。

这个分析平台使你能在你选取的某一元素中增加权重，比如你的客户是一个生产商，它非常侧重品牌和外观及氛围。毫无疑问你可以修改衡量体系，给予品牌元素更多更好的侧重。给于可通知性少些侧重。

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英文原文：

How To Quantify The User Experience

By Robert Rubinoff   April 21st 2004  

Many look to the user experience as an overall indicator of Website success. Analyzing how effectively a Website provides for a net positive user experience can often turn into a subjective affair, rife with opinion and short on objectivity.

This article outlines a quick-and-dirty methodology for quantifying the user experience, which I"ve found to be very useful in providing clients with a quick, objective, visual representation of where their site stands vis-à-vis the competition or past development efforts.

What is the User Experience?

The term "user experience" refers to a concept that places the end-user at the focal point of design and development efforts, as opposed to the system, its applications or its aesthetic value alone. It"s based on the general concept of user-centered design.

The user experience is primarily made up of a four factors:

• branding
  
• usability
  
• functionality
  
• content

Independently, none of these factors makes for a positive user experience; however, taken together, these factors constitute the main ingredients for a website"s success.

Take, for example, a brilliantly designed site that routinely gives server errors, or times-out. Or imagine a fantastic, database-driven application that, for some reason or other, is never used because it"s buried deep within the bowels of the site"s information architecture. In both cases, we see that the independent elements of branding, usability, functionality and content structure aren"t necessarily indicative of a site"s success. Yet, when taken together, these core elements provide the basis for the user experience.

The Need for an Objective Analysis Tool

Say you"ve got a new lead -- they"re unhappy with their Website in its current form and want you to help steer the site in the right direction. If you"re like me, the first thing you"ll do is take a look at the site and make some cursory mental notes. How then do you convey these ideas and notes back to the client without simply ripping the current site apart?

The problem is that each of our perceptions of how "good" or "bad" a Website is, is skewed by our personal backgrounds and specialties within the industry. Asked to evaluate a Website"s benefits and constraints, a developer, usability professional, designer or information architect may come up with an entirely different critique.

An objective tool for measurement and analysis helps you provide your clients with fact-based recommendations, as opposed to mere conjecture and opinion. The methodology we"ll explore in this article will help you to:

• Remove your personal preferences (subjectivity) from the equation as much as possible.
  
• Enable persons with different backgrounds (designers, developers, clients) to share a common understanding of the site.
  
• Create ground rules for comparisons of the site to those of competitors, or past development efforts.
  
• Provide your clients with a fact-based, visual representation of their site"s benefits and limitations.

Measuring the User Experience

As mentioned above, the user experience is made up of four interdependent elements:

• branding
  
• usability
  
• functionality
  
• content

But, how can we quantify and measure these seemingly intangible elements?

The methodology is quite simple. We separate our analysis into four sections -- one for each of the four elements of the user experience. For each of these elements, we create a series of statements or parameters against which the Website in question will be measured. A scale of 1 to X is created for each of the statements; we give each statement a score within this range.

Once you"ve completed this first part of the analysis, you should have a score for each of the statements in each of the four sections.

In the sample analysis attached to this article, we only used five statements or parameters for each element. Consequently, we work with a 20-point scale, so that the maximum total score of the site is 100. So, if we added an extra five statements or parameters to each element, we"d rate each on a 10-point scale.

Below, find a brief explanation of each of the elements and the statements or parameters used in the sample analysis.

Branding

Branding includes all the aesthetic and design-related items within a Website. It entails the site"s creative projection of the desired organizational image and message. Statements used to measure branding can include:

• The site provides visitors with an engaging and memorable experience.
  
• The visual impact of the site is consistent with the brand identity.
  
• Graphics, collaterals and multimedia add value to the experience.
  
• The site delivers on the perceived promise of the brand.
  
• The site leverages the capabilities of the medium to enhance or extend the brand.

Functionality

Functionality includes all the technical and "behind the scenes" processes and applications. It entails the site"s delivery of interactive services to all end users, and it"s important to note that this sometimes means both the public as well as administrators. Statements used to measure a site"s functionality can include:

• Users receive timely responses to their queries or submissions.
  
• Task progress is clearly communicated (e.g., success pages or email updates).
  
• The Website and applications adhere to common security and privacy standards.
  
• Online functions are integrated with offline business processes.
  
• The site contains administration tools that enhance administrator efficiency.

Usability

Usability entails the general ease of use of all site components and features. Sub-topics beneath the usability banner can include navigation and accessibility. Statements used to measure usability might include:

• The site prevents errors and helps the user recover from them.
  
• Overall page weight is optimized for the main target audience.
  
• The site helps its visitors accomplish common goals and tasks.
  
• The site adheres to its own consistency and standards.
  
• The site provides content for users with disabilities.

Content

Content refers to the actual content of the site (text, multimedia, images) as well as its structure, or information architecture. We look to see how the information and content are structured in terms of defined user needs and client business requirements. Statements used to measure content can include:

• Link density provides clarity and easy navigation.
  
• Content is structured in a way that facilitates the achievement of user goals.
  
• Content is up-to-date and accurate.
  
• Content is appropriate to customer needs and business goals.
  
• Content across multiple languages is comprehensive.

In most instances, I use from 10-20 separate statements for each of these four elements. I suggest you use the statements above as a basis for creating your own analysis. Remember that if you add more statements, you must also refine the 20-point scale so that each element"s total score is 100. For example, if you used 10 statements for each element, then your rating scale would be 1-10. If you used 20 statements for each element, your scale would be 1-5.

For a example of this style of analysis download this sample Excel file.

Displaying Your Results

Once you"ve completed your analysis and have values for each of the statements or parameters, it"s time to put this data into a clear, communicative format.

The first thing we want to do is add up all the values for each element. Because we"ve set the point scale to provide with a maximum score of 100 for each element, what we really have is a percentage score. Once we have these percentage values, what I"ve found works best is to create a Spider chart to visually represent them. Microsoft"s Excel or Open Office Calc both work well here, although any spreadsheet program with graphing capabilities will do.

Using your spreadsheet program, you can generate a host of visual representations of the data. See the sample file you downloaded above for more examples.

Get Creative with Your Analysis

The great thing about the analysis and methods described in this article is that they can be catered to your specific client or project needs.

There"s no reason why you couldn"t add a fifth category to the analysis to describe accessibility or business metrics. For example, say you"ve got a government client that needs to adhere to Section 508 regulations (for the U.S.). You could easily create a set of statements or parameters that deal exclusively with the accessibility element, modifying your charts to display accordingly. Likewise, it would be very easy to create a category that deals exclusively with your client"s important business metrics, for example, ROI, click-through rates, conversions, or repeat customers.

Alternatively, this platform of analysis can enable you to add greater weight to particular elements of your choice. Say you have a client who"s a luxury goods manufacturer, and is heavily focused on branding and look and feel. There"s no reason why you couldn"t create a modified measurement system that gave greater weight to the branding elements and less to, say, the usability elements.

Practical Uses

I"ve incorporated this analysis into a number of different projects on which I"ve worked. Often, I include a "quick and dirty" analysis as an appendix to a new client proposal, to provide the prospective clients a snapshot view of where their site stands vis-à-vis the competition.

Providing this kind of review also gives you an excellent chance to display your professionalism. Chances are that other firms bidding on the RFP in question will not include such "free" consulting services -- and your inclusion of this report in your proposal may be a decisive factor in your favor.

In other instances, I"ve had clients pay for an in-depth analysis of their site complete with recommendations. This type of report includes, for each of the statements or parameters, several descriptive paragraphs complete with examples or screen shots. If I"m ultimately hired to follow through on my recommendations, I often schedule another evaluation six months after the launch of the site as a means of showing improvement, while at the same time reinforcing the value of my services.

This type of analysis can also serve as a gateway project that leads to further business. If you price the analysis well, it can be a great tool for getting your foot in the door and showing the new client the benefits of your services.

　

-------------------一些其他资料和翻译，没有整理成文，随便看看吧-----------------------------

如何量化用户体验度：

作者：罗伯特·鲁彬诺夫　　２００４年４月２１日

读者级别：８．３

许多人把用户体验度视为评估一个网站是否成功的全部标志。一个网站为其用户体验度能否提供真实有效的分析，很容易付诸于主观，仅仅停留于观点层面而缺少客观的依据。

　本文简述了量化用户体验的一种快而脏的方法，这个方法我觉得在帮助客户迅速、有目标、视觉表现

什么是用户体验？

术语“用户体验”指的是　　应用软件和审美价值，它以用户至上的观点作为基石

用户体验度主要由一下四种因素构成：

印象(感官冲击)

实用性

功能型

内容　　

 

这些因素相互关联，不可分割，共同形成正确的用户体验。这些因素也是一个网站成功所必不可少的主要因素。

图表：用户体验四要素：印象（感官冲击）、实用性、功能型、内容

举例来说，一个拥有完美设计和策划的网站却频繁发生服务器错误，或者访问时间过长，或者想像下更加怪异的情况：申请数据库驱动……由于这样或者那样的原因，网页几乎没有被使用过，而被网站内部的信息构造所掩埋。从以上两种情形我们可以看出独立来看这四种要素，并不能说网站是成功的。然而，综合在一起，却构成了用户体验的核心。

 

目标分析工作的必要性

如果你的新领导：他们对网站的现状并不满意，希望你来把握网站的正确航向。如果你认同我的话，那么首先你要做的是浏览网站并作一些粗略的记录，在没有对网站进行哪怕粗略的分析之前，你如何把创意和想法简要得传达给客户呢？

问题在于，我们对一个网站好与坏的感知评价，更倾重于个人的背景和性格。

·尽可能跳出你的个人主观圈套

·让不同背景的人（包括设计/开发和委托方）对网站的理解达成一致

·为与同类型竞争者或者过往的事件的对比创建一个基本准则

·为网站客户就权利和利益提供一个真实，形象的平台

衡量用户体验

提及上述问题，用户体验由四种因素构成：＾

但是如何量化这四种看起来很抽象的因素呢？

办法很简单，我们将我们的整体分析分散于四个部分，scale

 

 

 

 

 

 

谈用户体验

 

         前几天出门丢垃圾的时候忘记带了钥匙而需要敲门等人开门才进去时感觉防盗门很不方便，因为门外的把手不可开门，当然我知道是为了防止粗心的人忘记保险而让小偷有机可趁，所以当我转思到这点的时候，我也就意识到门外用钥匙开门的重要性与出门丢垃圾需带钥匙。这个事也就让我想要写下我对用户体验的理解，待以后可以看看自己多么的不成熟 ：P         什么是用户体验呢? UE (User Experience)是指用户访问一个网站使用一个产品时的全部体验。他们的印象与感觉！是否能够成功的访问和使用，是否访问或使用的很享受，是否还会继续访问和使用，是否能忍受现有的BUG(缺陷)，是否能在有疑问的时候得到解决。         我们网站客户服务，工程部，设计部都是为了一个重要指标，即是用户体验，但是用户体验很难被量化，特别是设计。很难评价哪个好哪个不好。       根据自己想象的方式，为做好用户体验UI 设计师所需做的工作可分为:           1、设计前：做信息架构，网站地图，素材修改等。           2、设计中：做原型评估，就是对设计的排版，界面上的元素进行评估           3、设计后：用户测试，满意度调查问卷，用户面谈，和自己的启发性评估       而后发现单是设计师如何在设计中评估自己的排版呢?这些事情几乎都是不同类型的工作，而应该分开为二个工作.还是应该集中为一体呢?       想到这里我开始有点糊涂了，记下来，待工作之余再来细细思考！       我特别想听听大家对客户体验这个工作的想法! 而我写下糊思乱想的东西! 不对的地方多多批评，偶是个知错就改的好孩子 :)

 

  体验的《爆米花报告》

 

    “体验经济”早已不是一个新的概念，在不少人的心目中，它和“忽悠”有着异曲同工的意思，在他们看来，“体验”抽象而不实在，是形而上的东西。往难听了说，就是一个商业噱头，是掩人耳目的包装和炒作。

 

    而另一方面，很多人却又对“体验”这一理论坚信不疑，奉为圭皋，并把它提升到前所未有的高度。《商业周刊》曾断言：“能否有效的管理‘客户体验’，将决定企业在下一个十年的生存”；《哈佛商业评论》认为：“继产品经济和服务经济之后，体验经济时代已经来临。”；《第三次浪潮》的作者托夫勒更直接给出振聋发聩的预测：“未来的所有企业，都将依靠提供体验服务才能取得成功。”

 

    体验到底是什么？这的确是一个听起来容易，但又难以准确回答的问题。从目前已有的论述中，我们很难找到一个让所有人都满意的答案。体验这个词本身，就有着太强的个性化色彩。对不同的个人、不同的团体、不同的企业来说，体验都会折射出不同的光芒，很大程度上，它是需要意会而难以言传的。

 

    看到这里，也许有人会嗤之以鼻，的确，在这个越来越注重现实的世界，连爱情都可以被分解为：“苯氨基丙酸、多巴胺、内啡肽等化学成份的综合作用”，谁还愿意费心费力去理解这些“玄而又玄”的东西。

 

    不过，“体验”显然不只是媒体上热闹一时的话题，全世界最大、最具影响力的未来学研究机构——哥本哈根未来学研究院(CIFS)院长，丹麦的罗尔夫·詹森曾在其著作《梦想社会》中，提出了一个令人深思的预测：“未来的产品，必须取悦我们的心，而不是大脑，”换句话说，未来成功的企业，重要的是让消费者体验到“爽”，而不是从逻辑上告诉他所购买的产品是如何的“值”，很明显，产品的性价比逐渐被放到了相对次要的位置。

 

    作为全球一百多家国际驰名公司和政府机构的战略顾问，罗尔夫·詹森还进一步强调，“现在是为产品和服务加入体验与情感价值的时候了”。对企业而言，这是启发未来战略思维的全新逻辑，是理解和把握未来市场不可或缺的向导。

 

    可能有人认为，这种趋势即使存在，也只会限于个人消费和娱乐领域。但请不要忘记，不只是个人，作为企业，也会有自己的梦想。

 

    实际上，即使是在我们身处的IT产业，对体验的追求也很容易找到：惠普很早就反复强调，要打造“全面客户体验”；微软以体验（XP）为WINDOWS操作系统命名，并宣称其“重新定义了人、网络和软件之间的体验关系”；戴尔公司总部每间办公室都写着：“客户体验：把握它”；联想杨元庆表示“全面的客户体验，是新联想集团的精神”；浪潮提出了PC与服务器的“体验式营销”……。

 

    这份“体验名单”还可以很轻松的开列下去，但这，并不是我们今天要做的。从《体验经济》这本标志性的著作问世，到现在已经5年了。“体验”这一概念作为理论产品本身，也到了该被回顾和检讨的时候。也正因此，《网络世界》借着六周年专刊的时机，对“体验”理论在网络IT行业的现状和发展，以及众多企业究竟如何“提升用户体验”，做一个概括性的总结和梳理，以为我们下一步的前行，寻找更好的落脚点。

 

    九十年代初，曾有一本名为《爆米花报告》的书风靡一时，和“体验经济”相类似的是，该书也是对未来消费趋势的分析和预测，并且经历了从最初的不被认同，到最终以“95%的正确率”被媒体大加赞赏。

 

    我们希望，这本专刊能够成为一本关于行业用户和IT产业的新《爆米花报告》，虽然不管从深度还是广度上，我们都只是浅尝辄止，无法像该书一样，对未来企业用户IT投资作出详尽细致的预测，但至少，这是一次难得的尝试。如果读者阅读完本刊，能够从《体验》中获得一些“体验”，这将也是我们对这本专刊的最大期望。 ■

 

    体验之缘

 

    “法不孤起，仗缘乃生”体验作为指导今天和未来商业活动最重要的准则，绝不是凭空出世，虽然现在还无法给出“体验”的完美经济模型，但“缘者自圆”，一些最重要的规律，已经由体验经济自己展示出来。

 

    “体验”——怎样改变我们

 

    体验之元

 

    不管是过去还是未来，企业都是商业活动中最基本、最具能动性的“元素”，他们顺应并推动了“用户体验”的演进和发展，并在这一过程中，或脱颖而出，或黯然消亡。