Block 3 Studio 2 - Applying Qualitive Usability Methods (Parts 1 and 2)

Part 1 - Coding Ethnographic Data

Research Problem: Information Overload

"Er do you have any record of this because it's hard to remember and i'd like to give a copy to my boyfriend"

Customer: Ok so we could go to Los Angeles...
Agent: Yes. And that's going to give you more flexibility
Customer: and then if we wanted we could go from Los Angeles...
Agent: Yes. As long as you're booked in
Customer: ...to anywhere else in the States

Agent: Um and that's gonna give you obviously as I say
you can just - that's going to New Zealand
so you can stop through the Pacific that uses Ansett
so you can travel around Australia Umm


Coding

REQ_INF - Request Information
.LOC Request - Information about Location
CONF_INF - Confirm Information
GIVE_INF - Give Information
.EXP - Explain Information
.LOC - Give Information about location
.FLIGHT - Give information about flight details


Customer: Ok so we could go to Los Angeles...
REQ_INF.LOC
Agent: Yes.
CONF_INF
And that's going to give you more flexibility
GIVE_INF.EXP
Customer: and then if we wanted we could go from Los Angeles...
REQ_INF.LOC
Agent: Yes.
CONF_INF
As long as you're booked in
GIVE_INF.EXP
Customer: ...to anywhere else in the States
REQ_INF.LOC

Agent: Um and that's gonna give you obviously as I say
GIVE_INF.EXP
you can just - that's going to New Zealand
GIVE_INF.LOC
so you can stop through the Pacific that uses Ansett
GIVE_INF.FLIGHT
so you can travel around Australia Umm
GIVE_INF.LOC

Other coding that should be added but is not relevant to this part of the transcript would include;

REQ_INF .FLIGHT
.COST
GIVE_INF.COST


Part 2 - Analysis

Graph 1 - Main Sections

Graph 2 - Requested Information

Graph 3 - Giving Information


The first graph shows that just under 55% of the utterances were information being given. While requesting information came just over 20% with just under 20% being confirmation. The third graph shows that half of the information given is information(which would be around 25% of the total) being explained. This suggests that customers may not understand much or all of the information or that the agent feels that customers will always need the information explaining. Which means that the information being given could be too complex or hard to easily understand.

The second graph shows that all of the utterances requesting information were related to location, which shows that customers may have trouble following what locations they are going to a different times, or where different flights were taking them.