Week 4 Flashcards
(13 cards)
What is the difference between formative and summative evaluation?
Formative: Done during development to inform improvements; uses prototypes.
Summative: Done after development to assess final product performance, often benchmarked.
What is analytical evaluation in UX?
Evaluation conducted by experts using formal methods like heuristics, GOMS, or cognitive walkthroughs.
What is a heuristic evaluation?
Experts review interfaces against usability heuristics (e.g. Nielsen’s 10 rules).
Name three of Nielsen’s 10 usability heuristics.
Use simple and natural language.
Provide feedback.
Be consistent.
What does GOMS stand for?
Goals, Operators, Methods, Selection Rules.
What is the purpose of GOMS?
To model human performance and predict the time it takes for expert users to complete tasks.
Give an example of GOMS in practice.
Deleting a word via menu (longer) vs. using the DEL key (shorter).
What is empirical evaluation?
Evaluation involving real users testing the system, observing their performance and collecting feedback.
What are common types of empirical evaluation?
Field Studies
Lab-based Evaluation
Eye Tracking Studies
What characterises a field study?
Done in natural settings, not controlled, focuses on realistic user behaviour and deep contextual understanding.
What does lab-based usability evaluation measure?
Ease of learning
Efficiency (time/errors)
User satisfaction (via surveys)
What does eye tracking measure?
Where uses look, for how long, and their visual attention patterns.
Why is eye tracking useful in UX?
It provides insights into what users notice, ignore, or are confused by - helping optimise layout and design.
