User Experience Experiment

During my last year of university, I was required to complete a research project.
I chose to explore the field of user experience design. My main goal with this project, was to find out how visual aesthetics within user interfaces might influence the performance and experience of the user. I've designed two variations of the same interface. Variation A: minimal, usage centered interface and Variation B: colourful and playful interface. Both interfaces required users to perform the same tasks and leave feedback within a survey afterwards.

University Project

UX Research, UI Design, Front-End Development

Try the Experiment
Welcome Screen UI Design of Variation A - Pragmatic UX Welcome Screen UI Design of Variation B - User Friendly UX
Memory game UI Design - Variation A
Memory game UI Design - Variation B
Sorting task UI Design - Variation A
Sorting task UI Design - Variation B
Finished pop-up module Design - Variation A
Finished pop-up module Design - Variation B

Results & Findings:

For user testing I created two groups of six people and equal number of females and males in both groups. One group was a moderated group at university computer lab and other unmoderated, where users performed tasks remotely from their home. I've recorded each users performance, analyzed and measured it by two factors: task completion speed and error rate. The findings were quite interesting. Most interesting was that, even though users of variation A performed better (faster, made fewer errors), in the end they rated the interface appeal and enjoyment lower than users who used variation B, and performed worse.

Performance difference by gender - UX Research results Males in general performed much faster in all of the tasks, except for task 4, which required more concentration and focus.
Moderated / Unmoderated groups - UX Research results Users in moderated group performed worse than the users doing tasks remotely from home in unmoderated group
Time spen on welcome screen - UX Research results Minimalist style of navigation on variation's B welcome screen, seemed to confuse users the most and they performed worst on this screen.
Full completion time - UX Research results On average users performed tasks faster on variation A. The average time it took to complete all of the tasks on variation B was higher by 28 seconds.
Rate of Errors - UX Research results Rate of errors, where users made mistakes, and clicked wrong elements was much higher on variation B.
User Experience feedback - UX Research results Feedback results show that in general users on Variation A performed better, yet Variation B users enjoyed the interface and doing tasks more

Full user feedback results: Variation A Feedback and Variation B Feedback