Augmented Reality: Beyond Usability

Augmented Reality:Beyond UsabilityDr. Pamela RutledgeDirector, Media Psychology Research CenterJuly 16, 2012WORLDCOMP EEE12 - The 2012 International Conference on e-Learning, e-Business, Enterprise Information Systems, and e-Government @pamelarutledge

Augmented Reality: Virtual informationsuperimposed over reality to add value or ‘augment’ experience

Virtual information: Down lines, player number, 3rd & 5arrow added to enhance viewer experience of game

What Drives Success?

Success Depends upon User ExperienceUser Experience > Usability

1st Wave: Hardware2nd Wave: Software 3rd Wave: Usability 4 th Wave: Engagement Source: HFI International

Usabilityis no longer akey differentiator

The future isengagement

Overview:1. Define engagement2. Need for holistic evaluation3. The 3-brain model4. How brain theory fits with Flow5. Story to achieve optimal engagement6. Flow versus narrative immersion7. The Positive Engagement Evaluation Model

Usability is not what gets acustomer or user to buy or act Engagement Persuasion Trust Motivation Transaction

What isengagement?And why does it matter?

21st Century Infrastructure: Mobile

You use technology to satisfy your needs. You design technology tofacilitate human behaviors and goals.

People process Goalsexperience Beliefs Emotionsholistically Experience Instincts Senses

Engagement starts here

Three in OneConscious New BrainSubconscious Emotional Brain Reptilian Brain

SightSoundTasteSmellTouch

Goals arenarrative structures

My Store: AR Dressing Room

AR College Recruiting Brochure

Old: Instinct and Emotion • Relevance • Pain or Gain/Threat or Reward • Control • Pattern Recognition • Feelings and Attachment • Creates emotional context • Activates memories

New Brain: Conscious Thought • Identity and sense of self • Skill-building and logic • Social collaboration • Empathy • Planning • Validation

Nature OLD BRAIN NEW BRAIN Emotions Skill-building Visual images Responsive feedback Pain and gain Participation, ownership User-centric, personal Social validation Certainty Empathy Narrative Nurture

Benefit for Designers:Model identifies how totarget each part of thebrain for maximum impact

AR Amplifies Effects• Expands the user’s sensory perceptions• Creates immediacy and relevance• Shifts locus of control• Enhances meaning and engagement• Triggers macro- and micro-persuasive effects

Flow:The theory of optimalengagement • Challenging activity requiring skill • Merging of action and awareness • Clear goals with feedback • Concentration on activity • Sense of control • Loss of self-consciousness and time

Emotional Dimensions of FlowChallenge Arousal Anxiety Flow Worry Control Relaxation Apathy Boredom Skill

Challenge High FlowArousal Anxiety Channel Boredom LowArousal Skill

Challenge HighArousal Anxiety Notional User Path Flow Channel Boredom LowArousal Skill

Challenge HighArousal Anxiety Flow State Increasing Decreasing Skills Challenge Increasing Challenge Less Demanding Skills Boredom LowArousal Skill

Challenge HighArousal Anxiety Flow Exit Point Flow Exit Flow Point Channel Boredom LowArousal Skill

Flow vs. Narrative Identity- Enhancing Overt Narrative Activity Loss Of Sense And Characters Of Time Sense Of Emotion-Enhancing Accomplishment Lack Of Self Activity Consciousness and Physical Empathy Clear Goal Surroundings Experience Of Place FLOW NARRATIVEConscious Directed Focus Conscious Sense of Presence

Design ObjectivesTask-Based FlowExperience-Based Narrative

Evaluation Model Assumptions• Attention comes before engagement• Designers need guidelines to identify psychological drivers underlying Flow and Narrative engagement• Flow increases focus on task-based goals• Narrative increases focus on experiential goals• Engagement is a holistic experience

Device Properties:  Interaction Design  Functionality  Content  Narrative Structure Unconscious ProcessingAttention: Movement, novelty, pattern recognition, threat, rewardPerception: Sensory activation, Sensory stimuli congruent with content Conscious Processing Task-Based Narrative-BasedSelf-Relevance Self-Relevance • Goal importance • Image enhancementConcentration Concentration • Challenge manageable • Creative ambiguity • Feedback • Feedback • Action = Expectations • Action = Discovery • Self-efficacy • Self-efficacyImmersion Immersion • Directed focus • Emotional activation • Social validation • Narrative transportation • Social connection OPTIMAL USER EXPERIENCE

8 Domains:1. Goals2. Attention3. Concentration4. Interaction5. Content6. Identity7. Social Connection8. Emotional Outcome

User ExperienceDesigner Intention

Summary• User experience = engagement• Usability is no longer a differentiator• Singularly focused assessment approaches aren’t enough• 3-brain model applies neuroscience to design• Flow is a framework for optimal engagement in task-based projects• Narrative theory is a framework for optimal engagement in experiential-based projects• AR amplifies the impact of design decisions (better & worse)• The distinction between task and narrative based product goals makes a difference• Evaluation must embrace a holistic, user-centric approach

ResourcesThis presentation was based on the following papers.Neal, M. (2012). Creating and Maintaining a Psychological Flow State in Augmented Reality Applications. Paper presented at the 2012 EEE International Conference on e-Learning, e- Business, Enterprise Information Systems, and e-Government, Las Vegas, NV.Rutledge, P. B. (2012). Augmented Reality: Brain-based Persuasion Model. Paper presented at the 2012 EEE International Conference on e-Learning, e-Business, Enterprise Information Systems, and e-Government, Las Vegas, NV.Rutledge, P. B., & Neal, M. (2012). A New Model for the Evaluation of Interactive and Immersive Media. Paper presented at the 2012 EEE International Conference on e-Learning, e-Business, Enterprise Information Systems, and e-Government, Las Vegas, NV.

Thank YouDr. Pamela RutledgeDirector, Media Psychology Research CenterFor copies of the slides or papers, please emailpamelarutledge@gmail.com or send me an DMvia Twitter @pamelarutledgeJuly 16, 2012

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Augmented Reality: Beyond Usability

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