I remember a Microsoft study where they used a number of adjectives and let users/stakeholders pick a selected number (e.g. top 5) that they believe best describes the application that is currently being used, and what they want it to be. If anyone remembers or can find this reference that would be great.
However, to provide a design matrix like this requires a reasonably good understanding of the users and the system, because you need to work out the scope of the project and the relevant attributes to avoid bias in user decisions.
Also, it is important to break it down into broad level categories to help analyse where the primary need for improvement comes from. For example, I would probably use something like this:
- Visual attributes
- Functional attributes
- Technical attributes
Then within each of these sections there are complementary and opposing attributes. So for visual attributes you might see things like:
- Flat versus skeuomorphic design style (with some visual examples)
- Rich colours versus monotone/accessible colour palette
- Extensive use of icons/images versus text based display
For functional attributes you might see:
- Single step processes versus wizard/multi-step processes
- Deep nested hierarchy versus flat/broad navigation
- Discovery based interaction versus guided workflows
I'll update this as I find the references, but you should get an idea of the way you need to word the attributes to avoid bias.