Task 6

1. Tullis & Albert (2013) list ten myths about user experience (UX) metrics or aspects thereof:
   • The time it takes to collect metrics
   • It cost too much money
   • Not useful when focusing on small improvements
   • Dont help us understand causes
   • The data collected is too noisy
   • You can trust your gut no need for testing
   • Does not apply to new products
   • There are no metrics available for all types of product
   • Management is not interested
   • You cannot collect data with a small sample

Read section 1.6 in the prescribed handbook with attention. Make sure you understand exactly what each myth entails. Then use the general internet to search for five further (i.e., not the same as Tullis & Albert, 2013, nor formal research articles) myths about user experience research. These 5 myths must be sourced from 5 different websites, and must not be specific to a product (website, mobile phone, software product etc.)

Complete the table as required. For the U or UX row, Tullis & Albert (2013) notes that some people distinguish between usability and user experience (p. 5). In your view, does the myth you have sourced relate more to U (usability), to UX (user experience), or to both? Motivate your answer.

1. Full URL
Myth (as copied from website)
The truth about the myth (one paragraph)
U or UX (motivate)
2. Full URL

Myth (as copied from website)
The truth about the myth (one paragraph)
U or UX (motivate)

ETC.. 10 marks