I like to experiment with different ways to present the findings from design research so they are engaging for my clients. I would be interested to get your thoughts on my recent experiment of combining Microsoft’s Product Reaction Cards with tag clouds.
For a recent piece of research, I was asked to capture data on the participants emotional response to a proposed redesign, and how that response compared with competitor sites.
As this is slightly out of my usability comfort zone – I scratched my head a bit and fell back on my emotional response stand-by “Product Reaction Cards”. The exercise I came up with was as follows:
- I showed the participants the homepage of a website and asked them to spend 1 minute having a look at it and considering there first impressions of the page.
- I then gave the participants a checklist containing all of the ‘product reaction card’ words
- I asked the participants to tick as many or as few of the words that seemed to resonate with their first impression of the page.
- I repeated steps 1-3 with a number of other sites.
The entire exercise took around 15 minutes – obviously I had a lot of other objectives to cover as well!
After completing all of the research sessions, I collated the data in Excel and looked at how many times each word had been ticked. At this stage the data seemed interesting, but completely unengaging.
I considered turning the data in simple bar graphs, but decided instead to experience with presenting the data as tag clouds. Also I find presenting qualitative data in the form of quantitative data can make me feel a bit uncomfortable.
The result was a number of charts like the following:
These enabled my client to quickly get a sense of the most common reactions to each sites.
I think this works as a way of presenting this kind of qualitative data, what do you think?