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Rent a Car in Just 0, 60, 240 or 1,217 Seconds? – Comparative Usability Measurement, CUE-8

Rolf Molich, Jarinee Chattratichart, Veronica Hinkle, Janne Jul Jensen, Jurek Kirakowski, Jeff Sauro, Tomer Sharon, Brian Traynor

Journal of Usability Studies, Volume 6, Issue 1, November 2010, pp. 8 - 24

Abstract

This paper reports on the approach and results of CUE-8, the eighth in a series of Comparative Usability Evaluation studies. Fifteen experienced professional usability teams simultaneously and independently measured a baseline for the usability of the car rental website Budget.com. The CUE-8 study documented a wide difference in measurement approaches. Teams that used similar approaches often reached similar results. This paper discusses a number of common pitfalls in usability measurements. This paper also points out a number of fundamental problems in unmoderated measurement studies, which were used by 6 of the 15 participating teams.

Practitioner’s Take Away

CUE-8 confirmed a number of rules for good measurement practice. Perhaps the most interesting result from CUE-8 is that these rules were not always observed by the participating professional teams.

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Rent a Car in Just 0, 60, 240 or 1,217 Seconds? – Comparative Usability Measurement, CUE-8