This video provides an overview of desirability studies, which allow you to ensure that your visuals match your brand goals and evoke the desired emotional response.
- [Voiceover] Desirability studies allow you to ensure that your visuals match your brand goals and evoke the desired emotional response. There're several variations but the most common is that you show participants variations of visual designs and ask them to select which words best describe each. The list of words you give them is based on the words that best describe your brand goals and their opposites. You can then analyze which of the designs evokes the most positive associations. In that variation, you could do sessions in person and ask qualitative follow up questions.
If so, the tools you need are simple. Printouts of the visual designs, the list of descriptions and a way to take notes. To reach your broader audience, you could automate the collection of responses using any remote survey tool that allows both screenshots and multiple answer question types. To learn more about desirability studies, check out this overview from Christian Rohrer, or read this detailed case study on UXmatters.com.
This course introduces the fundamentals of user experience research so that anyone can understand the benefits and start integrating research into their everyday design and development process. Start watching to learn how to use UX research to find the answers to the most basic questions about your customers—who, what, when, why, and how—and drive better user experiences and business outcomes.
- An overview of research methods, including usability testing, interviewing, eye tracking, surveys, and many more
- A review of the main types of research, including quantitative and qualitative, behavioral and attitudinal, and moderated vs. unmoderated
- Determining the right methodologies based on organizational environment, client type, and project stage
- Targeting the right research participants
- Crafting the right questions in the right way
- Analyzing and presenting your data