Opening keynote talk at UX insight 2017 (Utrecht, NL) by Dr Carine Lallemand (University of Luxembourg). Insightful UX methods - from research to practice Abstract: While UX practitioners are working hard at the front to design better products or services, scientists work in the shadows to develop a myriad of novel and highly valuable theories and methods. During this talk, you will discover this ever-growing UX toolbox that could greatly support you in collecting richer, insightful and more valid data. We will also show you how your daily UX research practices can be backed up and enriched by scientific research on human experience. If you’re not yet convinced that academia might be relevant for practice, you’ll be excited to discover that together we have the power to better understand users in order to design desirable experiences, create business value and societal impact. Get inspired by concrete methodological examples and boost the value of your upcoming projects!

1. Insightful UX Methods
- from research to practice
Dr Carine Lallemand
University of Luxembourg
@carilall

2. 01
WHO AM I?
DR. CARINE LALLEMAND
Carine Lallemand
Guillaume Gronier
Méthodes
de design
30 MÉTHODES FONDAMENTALES POUR CONCEVOIR
ET ÉVALUER LES SYSTÈMES INTERACTIFS
DESIGN
32€
ConceptionNordCompo
DESIGN
Articulant théorie et pratique, cet ouvrage présente 30 fiches
méthodologiques couvrant l’essentiel du design UX et de
l’ergonomie des interactions homme-machine (IHM). Vous serez
guidé pas à pas à travers les étapes de réalisation de chaque
méthode et accompagné pour prendre les décisions les plus
adaptées à votre projet. Chaque fiche méthode intègre égale-
ment une partie théorique et des illustrations concrètes pour
faciliter la compréhension.
Véritable portfolio théorique et méthodologique, cet ouvrage
est un guide indispensable à toute personne impliquée dans
la conception de systèmes
interactifs. Professionnels,
chefs de projets, étudiants,
enseignants et chercheurs
y trouveront de précieuses
ressources pour mener à
bien leurs projets.
Grâce aux méthodes d’UX
design, créez des produits et
des services qui attirent, qui
captivent, qui enchantent et
inspirent pour améliorer la
vie de ceux qui les utilisent !
AU SOMMAIRE
Introduction au design UX ⍟ Planification ⍟ Définition du projet ⍟ Recrute-
ment des utilisateurs ⍟ Déontologie et éthique ⍟ Exploration ⍟ Entretien ⍟
Focus group ⍟ Observation ⍟ Questionnaire exploratoire ⍟ Sondes culturelles
⍟ Idéation ⍟ Brainstorming ⍟ Cartes d’idéation ⍟ Design studio ⍟ Experience
maps ⍟ Personas ⍟ Techniques génératives ⍟ Génération ⍟ Design persuasif
⍟ Gamification ⍟ Iconographie ⍟ Maquettage ⍟ Storyboarding ⍟ Tri de cartes
⍟ Évaluation ⍟ Complétion de phrases ⍟ Courbes d’éva-
luation UX ⍟ Échelles d’utilisabilité ⍟ Échelles UX ⍟ Éva-
luation des émotions ⍟ Évaluation experte ⍟ Inspection
cognitive ⍟ Journal de bord UX ⍟ Test des 5 secondes ⍟
Tests utilisateurs
CodeG14143
ISBN978-2-212-14143-6
« Aucun ouvrage francophone
ne rassemble autant
de savoir-faire ! Simple,
pratique et pédagogique,
c’est LE guide essentiel
de l’UX au quotidien. »
Corinne Leulier,
Psychologue - Ergonome,
directrice UX chez Klee Group
« Ergonomie, psychologie,
ingénierie, design, sociologie,
ethnographie… Ce livre est
une formidable proposition
pragmatique, claire et
actualisée des méthodes pour
la conception et l’évaluation
de l’expérience utilisateur ! »
Julien Kahn,
responsable pôle ergonomie
chez Orange
Chercheur à l’université de Luxembourg,
Carine Lallemand est spécialisée dans les
méthodes de conception et d’évaluation
de l’expérience utilisateur (UX). Impliquée
depuis 2010 dans l’association FLUPA, elle
est également conférencière et enseigne
l’UX design.
Guillaume Gronier est chercheur ergo-
nome au Luxembourg Institute of Science
and Technology. Ses principales activités
portent sur l’amélioration de l’expérience
utilisateur, l’acceptation technologique
et l’implication des utilisateurs dans le
processus de conception. Il est l’un des
fondateurs de l’association FLUPA.
Méthodes de design UX
UX
CarineLallemand
GuillaumeGronierMéthodesdedesignUX
Préface d’Alain Robillard-Bastien
VICE-PRESIDENT
OF THE FRENCH
UXPA CHAPTER
RESEARCHER
AT THE UNIVERSITY
OF LUXEMBOURG
@CARILALL
HOT AIR BALLOON
STUDENT PILOT
AUTHOR OF A HANDBOOK ON
UX DESIGN METHODS
« I DESIGN,
ADAPT AND
VALIDATE
UX RESEARCH
AND DESIGN
METHODS »

3. BUILDING BRIDGES BETWEEN RESEARCH AND PRACTICE

4. 01
WORLD IA DAY 2016
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UNDERSTANDING THE NATURE OF UX TO
SELECT THE RIGHT METHODS1
2 ASSESSING UX ACROSS TIME BY FOCUSING
ON THE MEMORY OF EXPERIENCE
3 THINKING ABOUT EXPERIENCES FIRST BY
UNDERSTANDING HUMAN EXPERIENCE

5. 01
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UNDERSTANDING
THE NATURE OF UX
TO SELECT THE
RIGHT METHODS
1

6. 01
5 MAIN CHARACTERISTICS OF UX
UX is highly dynamic
The memory of an experience matters more than the experience itself
UX is highly contextual
UX is holistic1
2
3
4
5 UX is a human experience involving emotions, values, needs,…

7. 01
UX IS HOLISTIC
System
User
Context
Interaction
characteristics
Perception of non-instrumental qualities
Emotions
Perception of instrumental qualities
Components of User Experience
Consequences
overall evaluation,
acceptance, intention to
use, choice of alternatives
Thüring & Mahlke, 2007
We need to assess both pragmatic and hedonic perceived qualities of
a system
1

8. 01
WORLD IA DAY 2016
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UX SCALES
STANDARDIZED
QUESTIONNAIRES
UX
AttrakDiff scale
(Hassenzahl et al., 2003)
User Experience Questionnaire
(Laugwitz et al., 2008)
meCUE questionnaire
(Minge & Riedel, 2013)
http://www.attrakdiff.de
http://www.ueq-online.org
http://mecue.de/english

9. 01
UX IS HIGHLY CONTEXTUAL
We need to evaluate UX in a
natural or realistic setting
Context
User System
Social context
Technical context
Temporal context
Task context
Physical context
Time
2

10. 01
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ECOLOGICAL
VALIDITY AND THE
TURN TO THE WILD
UX
Field testing and
observation
"In-sitro" user testing
(Kjeldskov et al., 2004)
Experience sampling
Remote user testing

11. 01
UX IS HIGHLY DYNAMIC
We need to assess UX across time and to extend the scope of user
research beyond momentary UX
Before usage
Anticipated UX
Imagining experience
During usage
Momentary UX
Experiencing
After usage
Episodic UX
Reflecting on an
experience
Over time
Cumulative UX
Recollecting multiple periods
of use
When:
What:
How:
UX White Paper, 2010
3

12. 01
THE MEMORY OF AN EXPERIENCE MATTERS MORE
THAN THE EXPERIENCE ITSELF
Measuring users' experience - or, the memory of them?
4
Episodic UX is a reconstruction,
a remembered experience biased by cognitive processes
The momentary experience is not as important as the way it is
remembered.
It’s the memory of an experience that influences user’s behavior
and the way he talks or recommends the product to someone

13. 01
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LONG-TERM UX EVALUATION
UX
UX Curve
(Kujala et al., 2011)
Diary methods
(e.g., Lallemand, 2012)
Analytic scale
(Karapanos et al., 2010)
Retrospective UX assessmentLongitudinal study

14. 01
UX IS ABOUT EMOTIONS AND HUMAN NEEDS
We need to use science-based tools supporting an exploration of fundamental
human motivations
5
Thinking about the experience first
Designing for emotions and psychological needs

15. Established user research methods only explore a
limited part of UX
single lab testing
sessions
psychophysiological
measurements
expert evaluationusability scales
As we gain a deeper understanding of UX, we have to
adapt the methods we use to ensure validity

16. 01
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2
ASSESSING UX ACROSS
TIME BY FOCUSING ON
THE MEMORY OF
EXPERIENCE

17. 01
LONG-TERM EVALUATION PARADIGMS
Cross-sectional
Longitudinal Retrospective reconstruction
Karapanos, Martens & Hassenzahl, 2010
Pre-post repeated measures

18. 01
THEORIES OF HUMAN MEMORY
CONSTRUCTIVE APPROACH
Reconstruction happens in a forward temporal order
Emotional experience can neither be stored nor retrieved, but
can only be reconstructed on the basis of recalled contextual
cues
People recall an overall emotional assessment of an
experience, but not the exact details of the event
Reconstruction takes place in a top-down fashion
What do you remember about your last holidays?
VALUE-ACCOUNT APPROACH
Bottom-up
Top-down

19. 01
UX CURVES METHODS
RETROSPECTIVE UX EVALUATION
Users sketch a curve and add comments to report how
their experience has changed during the time of use
The curve drawing area is formed of an horizontal timeline
and a vertical line that divides positive and negative
experiences.
Focus on the overall attractiveness or on specific aspects
such as usability, or utility, or stimulation.

20. 01
UX CURVES METHODS
PROCEDURE (IN A NUTSHELL)
• Ask the person to think about how the product felt in
the beginning of use and how her relationship towards
the product has changed over time.
• Ask her to annotate the changes that improved the
experience or made it worse. Each recalled event is
therefore added on the curve and influences its shape.
• When the person has drawn one curve, she is given
next curve template and asked to draw a new curve
from a different point of view.
von Wilamowitz-Moellendorff, M., Hassenzahl, M., and Platz, A. (2006)
Mobile phone study example

21. REAL-LIFE EXAMPLE…
This practitioner draw the UX
curve of « something he has
been using on a daily basis for
the past 2 years… »
…his 2-years old son :D

22. 01
UX CURVES METHODS
DATA ANALYSIS
• UX Curves indicate trends of UX over time
• Experience narratives provide qualitative data to explain why the UX has changed over time
performed simply on the basis of whether the starting point of the
curve was higher or lower compared to the end point. For example,
the curve in Fig. 2 was categorized as being improving as its start-
ing point was lower than its ending point, even though the curve
deteriorates in the middle. If the starting and ending points were
at the same level, the curve was categorized as stable. As the curves
were freehand drawings, they were categorized as stable if there
was a very small deviation (less than one millimeter) between
the vertical values of the starting and ending points of the curve.
However, it can be seen from Figs. 3–10 that the categorization
was rather straight-forward to do with the three trend type catego-
ries. The relationships between the curve types and the key
Fig. 4. The deteriorating and stable general UX Curves with user IDs.
Fig. 5. The improving Attractiveness curves with user IDs.
Fig. 7. The improving ease of use curves with user IDs.
Fig. 8. The deteriorating and stable ease of use curves with user IDs.
478 S. Kujala et al. / Interacting with Computers 23 (2011) 473–483
Fig. 4. The deteriorating and stable general UX Curves with user IDs.
Fig. 5. The improving Attractiveness curves with user IDs.
Fig. 6. The deteriorating and stable Attractiveness curves with user IDs.
Fig. 7. The improving ease of use curves with user IDs.
Fig. 8. The deteriorating and stable ease of use curves with user IDs.
Fig. 9. The improving utility curves with user IDs.
Results: Mean attractiveness curves
8
Facebook Mobile phone
Improving Deteriorating
Averaged curves
Kujala et al., 2011

23. 01
HOW VALID ARE RETROSPECTIVE METHODS?
UNVALID, YET RELIABLE?
What they will tell you is biased by their memory, it is not similar to how they really felt
What matters is how they remember the experience with your system because they will behave
on this basis.
UX UX UX UX
© Adam Cooper (2014)

24. 01
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UX CURVES
METHODS &
TOOLS
UX
iScale*
(Karapanos et al., 2012)
UX Curve
(Kujala et al., 2011)
Analytic scale
(Karapanos et al., 2010)
CORPUS interview
(von Wilamowitzet al., 2006)
DrawUX*
(Varsaluoma & Kentta, 2012)

25. 01
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FOCUS ON
NEEDS & EMOTIONS
AT THE HEART OF
HUMAN EXPERIENCES
3
© Lallemand

26. 01
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CARD SETS FOR
UX RESEARCH &
DESIGN
UX
Positive Emotional Granularity Cards
(Yoon, Desmet, & Pohlmeyer, 2013)
PLEX Cards - playful experiences
(Lucéro & Arrasvuori, 2010)
Symbolic meaning for user happiness
(Casais, Mugge, & Desmet, 2016)
www.diopd.org/emotioncards
UX Cards - psychological needs
(Lallemand, 2015)
uxmind.eu/portfolio/ux-design-and-evaluation-cards
www.funkydesignspaces.com/plex
http://studiolab.ide.tudelft.nl/diopd/library

27. "Psychological needs are particular
qualities of experience that all people
require to thrive"
>> Sheldon et al., 2010

28. RELATEDNESS / BELONGINGNESS

29. PLEASURE / STIMULATION

30. SECURITY / CONTROL

31. AUTONOMY / INDEPENDENCE

32. COMPETENCE / EFFECTIVENESS

33. POPULARITY / INFLUENCE

34. SELF-ACTUALIZING / MEANING

35. 01
« DO GOALS » VS. « BE-GOALS » ?
People perceive interactive products along two quality dimensions:
(Hassenzahl, 2003)
Pragmatic
qualities
Hedonic
qualities
Perceived ability to support the achievement of « do-goals »
Examples: making a phone call, finding a book in an online library, buying
something online
Perceived ability to support the achievement of « be-goals »
Examples: feeling competent, connected to others, feeling special…

36. 01
Or desire to feel
connected to
someone?
SIMPLE NEED TO MAKE A CALL?

37. 01
NEED TO « PHONE HOME » ?
Or looking for
the support of
his relatives?

38. 01
IS THIS ONLY A TEXT MESSAGE?
Or essentially a
proof of love?

39. Good UX is the consequence of
fulfilling fundamental
psychological needs

40. 01
AN EXPERIENTIAL TABLE LAMP?

41. 01
AN EXPERIENTIAL TABLE LAMP?
Security / Control
Relatedness / Belongingness
Influence / Popularity
Pleasure / Stimulation
Autonomy / Independence
Competence / Effectiveness
Self-actualizing / Meaning
?
?
?

42. Target users? … kids
Context of use? … night
Needs? …
security & autonomy
SOME CLUES

43. GLO NIGHTLIGHT: SECURITY + AUTONOMY

44. 01
AN EFFECTIVE STROLLER?

45. 01
AN EFFECTIVE STROLLER?

46. 01
A SAFE BIKE?

47. Bike Zone laser system

48. 01
WORLD IA DAY 2016
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CARD SETS
FOR UX
RESEARCH &
DESIGN
UX
Positive Emotional Granularity Cards
(Yoon, Desmet, & Pohlmeyer, 2013)
PLEX Cards - playful experiences
(Lucéro & Arrasvuori, 2010)
Symbolic meaning for user happiness
(Casais, Mugge, & Desmet, 2016)
www.diopd.org/emotioncards
UX Cards - psychological needs
(Lallemand, 2015)
uxmind.eu/portfolio/ux-design-and-evaluation-cards
www.funkydesignspaces.com/plex/
http://studiolab.ide.tudelft.nl/diopd/library

49. 01
USING NEEDS OR EMOTIONS IN
UX RESEARCH
What are the triggers for positive experiences?
• Uncover what are the « be goals », the
fundamental experiences that
motivates users through the interaction
with your product
• Investigate how these experiences
might be fulfilled concretely. What are
the triggers for a specific experience?
As an exploratory tool during
interviews & focus group
As a ranking exercise to identify
users’ priorities and top motivations
As an evaluation tool during a
user test

50. Twitter @carilall http://uxmind.eu
THANK YOU FOR YOUR ATTENTION!

51. 01
REFERENCES
• Casais, M., Mugge, R., Desmet, P. (2016). Using symbolic meaning as a means to design for happiness: The development of a card set for designers.
Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference. Brighton, UK, 27–30 June 2016.
• Hassenzahl, M. (2013): User Experience and Experience Design. In: Soegaard, Mads and Dam, Rikke Friis (eds.). "The Encyclopedia of Human-
Computer Interaction, 2nd Ed. Aarhus, Denmark: The Interaction Design Foundation.
• Hassenzahl, M., Burmester, M., & Koller, F. (2003). AttrakDiff : Ein Fragebogen zur Messung wahrgenommener hedonischer und pragmatischer Qualität.
In J. Ziegler & G. Szwillus (Eds.) Mensch & Computer 2003. Interaktion in Bewegung, 187–196. Stuttgart: B.G. Teubner.
• Kahneman, D., et al., (2004). A survey method for characterizing daily life experience: The Day Reconstruction Method, Science, CCCVI(5), 702.
• Karapanos, E., Martens, J.-B., Hassenzahl, M. (2012). Reconstructing Experiences with iScale. International Journal of Human-Computer Studies,
70(11), 849-865. doi:10.1016/j.ijhcs.2012.06.004
• Karapanos, E., Martens, J.-B., & Hassenzahl, M. (2010). On the Retrospective Assessment of Users’ Experiences Over Time : Memory or Actuality ?
Proc. of CHI 2010, 2689-2698.
• Kjeldskov, J., & Skov, M.B. (2007). Studying Usability In Sitro : Simulating Real World Phenomena in Controlled Environments. International Journal of
Human-Computer Interac- tion, 22(1-2), 7–36.
• Kujala,S., Roto,V., Väänänen-Vainio-Mattila, K., Karapanos, E., & Sinnelä, A. (2011). UX Curve: A method for evaluating long-term user experience.
Interacting with Computers, 23, 473-483.
• Lallemand, C. (2015). Towards Consolidated Methods for the Design and Evaluation of User Experience. (Doctoral dissertation). University of
Luxembourg. https://publications.uni.lu/handle/10993/21463
• Lallemand, C. (2012). Dear Diary: Using Diaries to Study User Experience. http://uxpamagazine.org/dear-diary-using-diaries-to-study-user-experience
Most of the scientific papers are available for free on Universities’ websites, via Google Scholar or on ResearchGate.net / academia.edu.

52. 01
REFERENCES
• Laugwitz, B, Held, T., & Schrepp, M. (2008). Construction and evaluation of a user experience questionnaire. In A. Holzinger (Ed.) USAB 2008, LNCS
5298. Berlin: Springer Verlag.
• Lucero, A., & Arrasvuori. J. (2010) PLEX Cards : a source of inspiration when designing for playfulness. Proc. of Fun and Games 2010. New York, USA:
ACM, 28-37.
• Minge, M., & Riedel, L. (2013). meCUE – Ein modularer Fragebogen zur Erfassung des Nutzungserlebens. Presented at Mensch und Computer 2013,
Bremen.
• Roto, V., Law, E., Vermeeren, A., & Hoonhout, J. (2011) User Experience White Paper: Bringing clarity to the concept of user experience. Result from
Dagstuhl Seminar on Demar- cating User Experience, Finland.
• Thüring, M., & Mahlke, S. (2007). Usability, aesthetics and emotions in human-technology interaction. International Journal of Psychology, 42(4),
253-264.
• Varsaluoma, J. and Kentta, V. (2012). DrawUX: Web-Based Research Tool for Long-Term User Experience Evaluation. In proceedings of the NordiCHI
2012, the 7th Nordic Conference on Human-Computer Interaction, October 14-17, 2012, Copenhagen, Denmark. p. 769-770.
• von Wilamowitz-Moellendorff, M., Hassenzahl, M., & Platz, A. (2006). Dynamics of user experience: how the perceived quality of mobile phones
changes over time. In: User Experience—Towards a Unified View, Workshop at the Fourth Nordic Conference on Human–Computer Interaction, pp.
74–78.
• Yoon, J., Desmet, P. M. A., & Pohlmeyer, A. E. (2013). Embodied Typology of Positive Emotions: The Development of a Tool to Facilitate Emotional
Granularity in Design (pp. 1195–1206). 5th International Congress of International Association of Sciences of Design Research, Tokyo, Japan.
• Adam Cooper, Cetis Blog 2014 - http://blogs.cetis.org.uk/
Most of the scientific papers are available for free on Universities’ websites, via Google Scholar or on ResearchGate.net / Academia.edu