An interviewing technique that reveals connections between a product’s characteristics and personal values

  • It builds on Means–End Theory, which posits that people make purchasing decisions based on consequences afforded by using the product.
  • Connects a product’s obvious physical characteristics to values by repeatedly asking “Why” questions.
  • As the conversation builds on itself to reveal what a person values, the “ladder” is constructed that connects product attributes to the consequences and to the individual’s values.
  • Consequences are the benefit or the impact that the product has on a person and reveal another layer about what is important.
  • Values expose the root cause behind why a product resonates profoundly with a person.
  • Seven values are often the motivation behind purchasing behavior: self-esteem, accomplishment, belonging, self-fulfillment, family, satisfaction, and security.

More Readings,

Generative research is a more focused effort targeted at a deeper understanding of user needs and desires, and concept development through participatory design activities. Evaluative research combines more established methods to test emerging design ...

This is used to document observable human activities and personal characteristics, interactions, time spent at fixed locations or in transit, and details of environmental context. A sketch map or architectural floor plan is used as the underla...

Usability Report, When reporting results from a usability test, you should focus primarily on your findings and recommendations that are differentiated by levels of severity.  Include the pertinent information from the test plan and present just en...

Scenarios describe the stories and context behind why a specific user or user group comes to your site.  They note the goals and questions to be achieved and sometimes define the possibilities of how the user(s) can achieve them on the site. A ...

Using web-based tools to reveal statistically relevant data for usability enhancements Enables design teams to leverage web-based tools to collect statistically significant information about what people are doing on your website or web application. ...

Reporting and analyzing user queries submitted as search criteria on a site Analyzing words and phrases entered into a search provides insight into what people are looking for in order to evaluate how well content meets those needs. Site Se...