948 p005 why did parallel outperform serial

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Unformatted text preview: the client site Average time on client site per visitor (seconds) 32 28 24 20 16 12 28 21 8 4 0 Parallel condition Serial condition F(1,493)=3.172 p=0.076 Experts rated Parallel ads higher than Serial ads Likert-scale rating (0-50) 28 24 20 16 12 24 22 8 4 0 Parallel condition Serial condition F(1,5)=7.948 p<0.05 Why Did Parallel Outperform Serial? Comparison aids learning SEPARATE CASES training session COMPARISON CASES CASE#1 CASE#1 “Describe the solution.” CASE#2 “Describe the solution.” CASE#2 “Describe the parallels of these solutions” ~ 3x learning outcome Solutions to a landlordrenter lease Gentner, Loewenstein, & Thomson, 2003 Fixation in serial I tried to find a good idea, and then use that idea and keep improving it and getting feedback. So I pretty much stuck with the same idea. -Serial participant Parallel ads more diverse 3.5 (7 = very similar, 0 = not similar) 3 2.5 2 1.5 2.78 3.18 1 0.5 0 Parallel condition Serial condition F=181.853, p<0.001 Prototyping tips 1. Make it concrete 2. Make small investments 3. Get desired feedback 4. Iterate, iterate, iterate 5. Share multiple 6. Get the design right Steven Dow, Stanford HCI Group, Oct 2010...
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This document was uploaded on 01/11/2013.

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