Attitudes towards user experience (UX) measurement

• Study the prevailing attitudes towards UX measurement with a tool called UXMAS.
• UXMAS is the first survey on this topic highly relevant to the growing UX research.
• Stimulate the HCI community to discuss UX measurement from different perspectives.
• Results can lead to a validated tool to assess attitude and behaviour on UX measures.
• Enhance the acceptance of UX measures and their impacts on system development.

User experience (UX), as a recently established research area, is still haunted by the challenges of defining the scope of UX in general and operationalising experiential qualities in particular. To explore the basic question whether UX constructs are measurable, we conducted semi-structured interviews with 10 UX researchers from academia and one UX practitioner from the industry where a set of questions in relation to UX measurement were explored (Study 1). The interviewees expressed scepticism as well as ambivalence towards UX measures and shared anecdotes related to such measures in different contexts. Interestingly, the results suggested that design-oriented UX professionals tended to be sceptical about UX measurement. To examine whether such an attitude prevailed in the HCI community, we conducted a survey – UX Measurement Attitudes Survey (UXMAS) – with essentially the same set of 13 questions used in the interviews (Study 2). Specifically, participants were asked to rate a set of five statements to assess their attitude towards UX measurement, to identify (non)measurable experiential qualities with justifications, and to discuss the topic from the theoretical, methodological and practical perspectives. The survey was implemented in a paper-based and an online format. Altogether, 367 responses were received; 170 of them were valid and analysed. The survey provided empirical evidence on this issue as a baseline for progress in UX measurement. Overall, the survey results indicated that the attitude towards UX measurement was more positive than that identified in the interviews, and there were nuanced views on details of UX measurement. Implications for enhancing the acceptance of UX measures and the interplay between UX evaluation and system development are drawn: UX modelling grounded in theories to link experiential qualities with outcomes; the development of UX measurement tools with good measurement properties, and education within the HCI community to disseminate validated models, and measurement tools as well as their successful applications. Mutual recognition of the value of objective measures and subjective accounts of user experience can enhance the maturity of this area.