Use ratings to determine the relative value of a design to the user

Try out our evaluative scorecard, and follow these evaluative research guidelines:

While people may see benefits in an idea, the benefits offered may not actually be solving problems or giving them abilities that outweigh the perceived costs. Ratings will help you choose which ideas to pursue later by clarifying how valuable different features or concepts are relative to each other. You will determine how useful and desirable ideas are by having users rate them using criteria that gauge:

How frequently people expect to use it
How much the design would impact their lives
Expectations for likelihood of future purchase

To gauge frequency, use a 5 point scale between two statements and have users mark where on the spectrum best represents how frequently they personally would use a proposed feature:




To gauge impact, use a 5 point scale between two statements and have users mark where on the spectrum best represents how much a proposed feature would impact their way of doing things:




To gauge purchase intent, use options with statements under each, and have users mark which best describes how likely they are to buy:

How likely are you to buy this in the future?




Use ratings and rankings to compare across participants and get clear directional feedback

For ideas that you plan on developing further, it’s important to get more detailed feedback on which aspects of the design need improvement. You will determine how well a design is hitting the mark for your targeted design principles by having people evaluate ideas using scorecards with criteria you’ve determined describes their ideal solution. If you have an Ideal Solution Model, use the components of the model as items for people to rate the designs. 

Each rating should have:

A statement to agree/disagree with
5 point scale to mark, with 1 being “strongly disagree” and 5 being “strongly agree”


A descriptive word from the model and its opposite
5 points in between them with the middle being 0

For example, if the design intent was to be comfortable, have people rate things like:



Another version contrasts the design intent word with its opposite: