Today, tech industry is obsessed with metrics - every decision must be evaluated, every change is A/B tested, and hard numbers are king. I've often wondered how useful this data-driven approach is in practice, since they often only collect quantitative data, and does not focus as much on the reasons behind the numbers
Therefore, I found it interesting that the book takes up other approaches than using technology to evaluate designs on your target group quantitatively. Measuring usability using e.g. interviews and think-alouds can give additional context to the feedback from the evaluation that helps understanding
On the other hand, collecting quantitative data from the use of the product when it is actually has the upside that it more accurately reflects how the product is used in the intended setting. Collecting qualitative data could interfere with the user in its testing of the design, which may bias the results.
I found that heuristic evaluation was very interesting. My view of usability was that it can often be counter-intuitive, since elements of a design may interact with each other in ways that are not obvious. However, using heuristics such as Fitts' law seems like it could provide useful information despite this. So while it is very hard to evaluate usability without getting feedback from users, heuristics could have great use with when testing certain properties.
My question for the seminar is: in what ways can we collect qualitative without interfering with the user, to avoid introducing bias.
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