Design
Desirability Study Design
Desirability studies reveal the emotional impact of designs using methods like reaction cards. They capture how users *feel*, something usability testing often misses. This exercise teaches you to design and run studies that capture aesthetic and emotional impact. It's harder than it looks to get right, but well worth the effort.
Duration
2 hours
Group Size
12-20
Category
Design
Difficulty
Easy
Participants will:
- Design studies to capture emotional responses to designs.
- Select stimuli for testing.
- Develop reaction card expertise.
- Create protocols that yield valid data.
- Plan analysis approaches for desirability data.
Participants will leave with:
- A desirability study protocol ready to use.
- Reaction card methodology skills.
- A plan for measuring emotional responses to design.
- A data collection approach that yields insights.
Methodology Tips:
Analysis Approach:
- Don't explain the design; capture first impressions.
- Follow up on interesting word choices, but don't lead the witness.
- Record hesitation and word-change patterns.
Analysis Approach:
- Calculate word frequency by design.
- Compare positive/negative ratios.
- Look for patterns in word clusters.
- Use qualitative data to interpret quantitative patterns. Sometimes the 'why' is more important than the 'what'.
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