Our second speaker in the series is author of the most widely read book on UX Research “Measuring The User Experience” In this talk, Tom will draw upon his 40+ years of experience in human factors, usability, and UX research to provide his perspectives on where we came from as a field, where we stand today, and where we might be headed. Starting with some of the “pilot error” research done during World War II, he will give examples of the empirical human factors heritage that much of the early usability work (at IBM, Bell Labs, etc) was influenced by. Next he will present a framework for characterizing UX research methods that are commonly in use today, looking at a space defined by a range of methods from qualitative to quantitative data and behavioral to attitudinal data. A variety of common methods, along with real examples, will be covered, including live-site A/B testing, design thinking, lab & remote usability testing, large-scale online studies, “user-moderated” usability testing, tree testing, first-click testing, and eye-tracking. Finally, he will conclude with some thoughts about where we might be headed as a field in the next 5-10 years. Some of the topics he will address include whether we will still have usability labs, the growing role of crowdsourcing and social media in user research, the impact of ubiquitous mobile interaction as well as natural-language interaction, and the possibilities of real-time measurement of emotional responses through biometrics.
Tom Tullis Ph.D Background
Tom Tullis is Vice President of User Experience Research at Fidelity Investments. He joined Fidelity in 1993 and was instrumental in the development of the company’s user research team and state-of-the-art Usability Labs. He received his Ph.D. in Engineering Psychology from Rice University. Prior to Fidelity, he held positions at Canon Information Systems, McDonnell Douglas, Unisys Corporation, and Bell Laboratories. While at McDonnell Douglas he worked on early designs for NASA’s Space Station. He is coauthor of the books Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics and Beyond the Usability Lab: Conducting Large-scale User Experience Studies. With over 40 years of experience in the field, he has published over 50 articles in a wide variety of publications. Tom is also an Adjunct Professor in the Human Factors in Information Design department at Bentley University and he holds eight United States patents. In 2011, he was awarded the Lifetime Achievement Award by the User Experience Professionals Association and in 2013 he was inducted into the CHI (Computer-Human Interaction) Academy of the Association for Computing Machinery (ACM).