Research on ux

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Research on ux

  1. 1. Research on User X.perience TOH YANG XUAN, KEN HUMAN COMPUTER INTERACTION
  2. 2. WHAT IS USER EXPERIENCE?
  3. 3. OBJECTIVE: Framework to explain “What is User Experience”
  4. 4. Agenda
  5. 5. “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
  6. 6. Desktop Laptop Mobile Tablets Smart Watch Smart Glasses Smart Fridge Smart TV Smart Car …
  7. 7. Why UX is too Abstract • 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 Law et al (2009)
  8. 8. 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:
  9. 9. Why UX is too Abstract • 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 Law et al (2009)
  10. 10. Scientific Explanation of Experience Evaluation Evaluation Evaluation Start State Intermediate States End State Experience Soman D (2003)
  11. 11. Various Models of UX HASSENZAHL M. and TRACTINSKY N (2004)
  12. 12. Various Models of UX Forlizzi and Battarbee (2004)
  13. 13. Various Models of UX Schulze K and Kroemker H (2012)
  14. 14. Various Models of UX Law et al (2009)
  15. 15. Proposed Framework Intermediate States Start State Intention to Use End State During Use After Use Anticipated Use Prospective Evaluation At The Moment Evaluations USER EXPERIENCE Retrospective Evaluation
  16. 16. Proposed Framework Intermediate States End State Anticipated Use During Use After Use Prospective Evaluation At The Moment Evaluations Retrospective Evaluation Start State Impact Impact Intention to Use Affect Other Experiences Brand Event Face to Face Marketing AN USER EXPERIENCE results in Reflected Product Quality Usefulness Usability Attractiveness
  17. 17. Proposed Framework Intermediate States Start State Usable Useful Attractive Psychological needs Intention to Use Anticipated Use During Use End State Fluent Cognitive Expressive After Use Impact Impact Prospective Evaluation At The Moment Evaluations Affect Retrospective Evaluation results in Other Experiences Brand Event Face to Face Marketing AN USER EXPERIENCE Reflected Product Quality Usefulness Usability Attractiveness
  18. 18. 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-theart. 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.
  19. 19. 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-theart. 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.
  20. 20. 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 Use Impact Other Experiences Brand Event Face to Face Marketing Anticipated Use Prospective Evaluation
  21. 21. 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. Psychological needs Usable Useful Attractive During Use At The Moment Evaluations Fluent Cognitive Expressive
  22. 22. 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. After Use Anticipated Use Retrospective Evaluation results in Reflected Product Quality Usefulness Usability Attractiveness
  23. 23. 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.
  24. 24. 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.
  25. 25. Review • Unproven Framework with lack of empirical data to back the credibility
  26. 26. THANK YOU

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