UX laddering

Last week I presented a seminar @i3 on UX laddering. Laddering relies upon Means-End Theory proposed by Gutman [1]. According to the theory, people choose a product because its attributes allow achieving certain consequences, which are functional to the fulfilment of personal self-relevant values. One common elicitation method for finding attributes, consequences and values is laddering [2], which comprises both qualitative (interviewing) as well as quantitative techniques (matrix processing) for data acquisition and treatment.

UX Laddering [3], proposed by Vanden Abeele and Zaman, can be used in HCI research for both creating design recommendations and evaluating novel technology. In this seminar, I presented the concepts behind the theory, the basic interviewing method and an example of data analysis. The presentation is in Italian.

[1] Gutman, J. 1982. A means-end chain model based on consumer categorization processes. The Journal of Marketing, 60-72.

[2] Reynolds, T. J. and Gutman, J. 1988. Laddering theory, method, analysis, and interpretation. Journal of advertising research, 28(1), 11-31.

[3] Vanden Abeele, V., & Zaman, B. (2009). Laddering the user experience! Paper presented at the User Experience Evaluation Methods in Product Development (UXEM’09)-Workshop.

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