Design

Desirability Study Design

Desirability studies reveal the emotional impact of designs using methods like reaction cards. They capture how users *feel*, something usability testing often misses. This exercise teaches you to design and run studies that capture aesthetic and emotional impact. It's harder than it looks to get right, but well worth the effort.

Duration
2 hours
Group Size
12-20
Category
Design
Difficulty
Easy
Participants will:

  • Design studies to capture emotional responses to designs.

  • Select stimuli for testing.

  • Develop reaction card expertise.

  • Create protocols that yield valid data.

  • Plan analysis approaches for desirability data.

Participants will leave with:

  • A desirability study protocol ready to use.

  • Reaction card methodology skills.

  • A plan for measuring emotional responses to design.

  • A data collection approach that yields insights.

Methodology Tips:

  • Don't explain the design; capture first impressions.

  • Follow up on interesting word choices, but don't lead the witness.

  • Record hesitation and word-change patterns.


Analysis Approach:

  • Calculate word frequency by design.

  • Compare positive/negative ratios.

  • Look for patterns in word clusters.

  • Use qualitative data to interpret quantitative patterns. Sometimes the 'why' is more important than the 'what'.


  1. Objective Setting (20 minutes): Define the emotional response you're measuring. Identify comparisons (versions, competitors). Decide how results will inform decisions. Select a study methodology (reaction cards, semantic differential).

  2. Stimulus Preparation (30 minutes): Prepare designs/concepts for evaluation. Use a consistent presentation format. Randomize the presentation order. Prepare backup versions.

  3. Word Selection (30 minutes for reaction cards): Select 100-150 reaction words (positive, negative, neutral). Balance word types and meanings. Remove ambiguous words. Prepare word cards or a digital selection interface.

  4. Protocol Development (20 minutes): Write a study script and instructions. Define the task: select words that describe the design. Plan follow-up questions ("Why this word?"). Create data collection templates.

  5. Pilot Testing (20 minutes): Run the study with 2-3 internal participants. Refine instructions and the word list. Adjust timing and flow. Finalize the protocol.

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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  • Design mockups or prototypes

  • Consistent presentation format (same device, lighting)

  • Randomization system

  • Reaction word cards or digital interface

  • Recording/note-taking tools

  • Consent forms

  • Participant instructions

Unlock Materials Required

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NNGroup - Desirability Testing
Guide to desirability studies and testing.

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