in Design Research

Do You Desire My Brand Characteristics?

Years ago I told my friend Mary about a desirability testing technique developed at Microsoft using product reaction cards, and tonight she showed me a neat twist she put on it. After testing the design of an online social networking tool, she listed the words chosen by test participants alongside the words used to describe the brand characteristics of her client. Sometimes they matched, sometimes they clashed. Very interesting.

  1. I’ve used the same technique with the same cards. We have asked the client to select the cards they thought were representative of the site and brand experience, and compared it to what users selected. Sometimes we’ve found the client is harsher on the site than users are, and other times we’ve found that the clients selections are a pipe dream.

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