Research on

User X.perienceTOH YANG XUAN, KENHUMAN COMPUTER INTERACTION

WHAT IS USER EXPERIENCE?

OBJECTIVE:

Framework to explain“What is User Experience”

Agenda

“a person’s perceptions and responses that result from the use and/or anticipated use of a

product, system or service”

DIN EN ISO 9241-210

Desktop

Laptop

Mobile

Tablets

Smart Watch

Smart Glasses

Smart Fridge

Smart TV

Smart Car

…

Law et al (2009)

• UX is associated with too many fuzzy and dynamic theories such as emotions, affect, experiential, hedonic and aesthetic;

• The unit of analysis for UX is too malleable, it can range from a single aspect of individual interaction to multiple end-users interactions; and

• Fragmented and complicated by diverse theoretical models

Why UX is too Abstract

Definitions

• User: a person or thing that uses something

• Experience (noun): the process of doing and seeing things and of having things happen to you

• Experience (verb): to do or see (something) or have (something) happen to you: to feel or be affected by (something)

Merriam Webster Dictionary:

Law et al (2009)

• UX is associated with too many fuzzy and dynamic theories such as emotions, affect, experiential, hedonic and aesthetic;

• The unit of analysis for UX is too malleable, it can range from a single aspect of individual interaction to multiple end-users interactions; and

• Fragmented and complicated by diverse theoretical models

Why UX is too Abstract

Soman D (2003)

Scientific Explanation of Experience

Start State End StateIntermediate States

Experience

Evaluation EvaluationEvaluation

Various Models of UX

HASSENZAHL M. and TRACTINSKY N (2004)

Forlizzi and Battarbee (2004)

Various Models of UX

Schulze K and Kroemker H (2012)

Various Models of UX

Law et al (2009)

Various Models of UX

Proposed Framework

Start State End StateIntermediate

States

Intention to Use Anticipated Use During Use After Use

Prospective

EvaluationRetrospective

Evaluation

At The Moment

Evaluations

USER EXPERIENCE

Proposed Framework

Start StateEnd

State

Intermediate

States

Intention to

UseAnticipated Use During Use After

Use

Prospective

Evaluation

Retrospective

Evaluation

At The Moment

Evaluations

AN USER EXPERIENCE

Other Experiences

Brand

Event

Face to Face

Marketing

Impact

Affect

Reflected Product Quality

Usefulness

Usability

Attractiveness

Impact

results in

Proposed Framework

Start StateEnd

State

Intermediate

States

Intention to

UseAnticipated Use During Use

After

Use

Prospective

EvaluationRetrospective

Evaluation

At The Moment

Evaluations

AN USER EXPERIENCE

Other Experiences

Brand

Event

Face to Face

Marketing

Impact

Affect

Reflected Product Quality

Usefulness

Usability

Attractiveness

Impact

results in

Psychological

needs

Usable

Useful

Attractive

Fluent

Cognitive

Expressive

Mock-Up Case Study

• John, 24 years old is a part time tutor.

• One day, he saw a dirty flyer stick onto a lamp post, stating “We are looking for the best tutor at our e-marketplace”.

• Curious about the idea of having a local marketplace to find clients, he went home and logged into the site.

• He is surprised to saw a beautifully designed website that looks state-of-the-art. He is then surprised again, knowing that he need to pay a monthly fee of $50 per month to join the e-marketplace.

• He browses a few more minutes before exiting the website to consider for a few more days.

Mock-Up Case Study

• John, 24 years old is a part time tutor.

• One day, he saw a dirty flyer stick onto a lamp post, stating “We are looking for the best tutor at our e-marketplace”.

• Curious about the idea of having a local marketplace to find clients, he went home and logged into the site.

• He is surprised to saw a beautifully designed website that looks state-of-the-art. He is then surprised again, knowing that he need to pay a monthly fee of $50 per month to join the e-marketplace.

• He browses a few more minutes before exiting the website to consider for a few more days.

Mock-Up Case Study

• The initial touch point is when he saw the notice in the form of a flyer stickled onto a lamp post.

• The experience he has, would result in having a prospective evaluation that the website will not be anything premium and just a simple free marketplace for him to find client.

• So before even using the website, he already forms an initial perspective about he is going into.

Intention to

UseAnticipated Use

Prospective

Evaluation

Other Experiences

Brand

Event

Face to Face

Marketing

Impact

Mock-Up Case Study

• During the use of the website, he forms another evaluation, noting the beautiful design, which totally distorts his initial evaluation that this is a “cheap website”.

• When he realised that for him to use the platform, he is required to pay $50 per month which form another at-the-moment evaluation.

During Use

At The Moment

Evaluations

Psychological

needs

Usable

Useful

Attractive

Fluent

Cognitive

Expressive

Mock-Up Case Study

• He is unable to realise the actual benefits of the marketplace and decided to put off the decision to sign up on another day.

• If he should intent to visit the site again, he will already have a prospective evaluation based on this current experience, which is a retrospective view.

Anticipated UseAfter

Use

Retrospective

Evaluation

Reflected Product Quality

Usefulness

Usability

Attractiveness

results in

Conclusion

• User Experience should have a focused scope of people who are actually using the product or service.

• Anything else should be considered outside of User Experience. We proposed a new coined term “Total Experience” which is a summation of User Experience + Non User Experience.

• These will clearly differentiate the experience can be from the usage of the products/ services and non-usages of the products/services.

Conclusion

• Experience is a process, which has a temporal dimension to it. So everything in relation to explaining what experience is should include a temporal dimension to the explanation, to make sense and inject more clarity.

• Practitioners also need to understand the basic fundamental that users do not only evaluate experience at the end of the use. Users can evaluate experience “at the moments of use”, prospective or retrospective, which may depends on the actual purpose of the usage.

• It aligns well with the above point that temporal perspective is important as it provides a framework for designers to consider evaluations at different stages of use.

Review

• Unproven Framework with lack of empirical data to back the credibility

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