Tullis Questions

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Questions about 'Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics', Chapter 10 by Tullis and Albert

Note: This reading includes only two case studies from this chapter (sections 10.1 and 10.3).


For the first case study (Section 10.1):

  1. What is the point of looking at competitor's products? What are you trying to learn?
  2. In case study #1 (section 10.1), how many participants looked at competitor's products?
  3. Are the differences shown in Figure 10.5 real or due to chance? How do you know?


For the second case study (Section 10.3):

  1. How many participants were there per usability study?
  2. What are the 5 levels of usability testing attributed to Bailey?
  3. How many clicks did they analyze during the wireframe testing? How did they justify looking at that many clicks?


Overall, what are the main reasons to collect usability testing metrics?