Step by step

**First time trying it?** Feel free to talk to Boyd or Leon. We can help you get started.

1. Define you goal

What do you want to learn? Depending how much you know and how complex your visual design is there are different ways to go about it.

Show the visual design:

• See what people’s ‘gut reaction is = 5 second test
• Figure out where people would click first = First click test
• Test two or more design directions = Preference test
• Test the visual design in context = Usability test (after the tasks are completed)

Capture the response:

• Discover which words and description people use to describe a design. Especially helpful in the early stage a design project when you're still trying to figure out what works and what doesn't = Open word choice
• Validate whether the brand attributes are perceived correctly by participants = Closed reaction words
• Assess the relative strength of each quality (e.g. friendly, clean, professional). Works best when you know a lot about the brand and when you're doing a quantitative research = Numerical ratings\

2. Talk to the (visual) designer.

• Discuss the visual design. She/he is probably is able to explain the reasoning behind the design. Are you the designer? Great, you definitely know why it looks the way it does.
• Choose 5-7 words she/he would use to describe the design using the Microsoft Reaction Words list (or use our Dutch version). This is your hypothesis.

3. Compose a list of reaction words.
Select 25 (or 64 words max.). 25 is a lot more common.

• Always keep the 60/40 percent balance while selecting words.
• Can I choose words that are not on the list? Yes! Discuss with you designer/stakeholder.

4. Create or update your research proposal

• Define a research question and hypothese by using the 5 words and explain why you choose them.
• Add them to your research proposal
• Get it approved by the client.

5. Show the design:

• As a part of a usability test:

  • Ask the questions after the usability related questions are done.\

• Stand alone:

  • You can show static screenshots, sketches, prints or moodboards.\

• Testing multiple designs.

  • Show 1st design, pick words, ask questions. Repeat with design 2, 3, ect.

6. Capture the response

A. In-person

• Print out a A4 with your list of words (template)
• Let user review the list and pick 1 to 5 words. Tell the user to notify you when they’re done.
• You can leave the room or wait but don’t pressure the user.
• When the user is done go through the list and ask them to explain why they chose these words.
• You're probably recording the session so you don’t need to take notes.

B. Unmoderated

• Use Usabilityhub

7. Share the outcome

• Focus primarily on the 'why': The words they choose are secondary but in most cases you want to know why they choose the words.
• How to share your insights? Word cloud, graph chart, percentage of people ect.