Design For User Experience Evaluation Tool Of Microsoft Advertising In The Natural Use Of The Product

The short development cycle,fast iteration and wide target users of Internet products cause violent competition of similar products and rapid iterations.Increasing emphasis on user experience has promoted the development of the research and application of user experience.Different user experience methods have different contexts of product use.The natural use of the product means that the user is in an environment where the product or system is normally used during the user experience research.User experience evaluation under natural use of the product is considered to be more effective to evaluate user experience,however,there is no constructed whole evaluation system with the limitation of theory and practice.This thesis is expected to make up for this deficiency and provide guide for the future research and applications based on the comprehensive research.The research object of this thesis is user experience evaluation,under the context of product use which is the natural use of the product.This thesis constructed a universal user experience evaluation system,customized it according to a specific product,and designed a web product for user experience evaluation.In order to research and practice user experience evaluation in the natural use of the product,this thesis combines the method of theoretical analysis and practice.In the theoretical analysis part,this thesis constructed practical metrics library and method library of the user experience evaluation in the natural use of the product based on the previous user experience evaluation theory,which has increased the dimensions of correlation between metric and method.Also,this thesis constructed a universal user experience evaluation system by theoretical analysis and competitive study based on the the actual development of Internet product.In the practice part,this thesis collected insights and advice by brainstorming,and then customized the universal user experience evaluation system with Microsoft Advertising platform as the evaluation object.During designing the user experience evaluation web product,this thesis defined the user need by user interview and design by the design methods of information visualization.This thesis has made up for the deficiency both in theory and in practice by constructing and practicing a user experience evaluation system,in order to provide guide and reference for the future research and applications.The innovation in this thesis can be explained by two perspectives.Firstly,a universal user experience evaluation system in a natural use of the product has been proposed based on theoretical analysis and marketing.User experience evaluation is no longer considered as a combination of several metrics,but a system based on different types of the products and evaluation purposes,which is practical for enterprises.Secondly,a new user experience evaluation web product has been created and implemented according to the user experience evaluation system proposed by the author.In the metrics phase,the evaluation metrics are locked down based on the specific product and evaluation purpose.In the design phase,design work is based on the design principles and methods of information visualization.In the expansion phase,a new design language is created to guide the follow-up design of the product.