Designing with an emotional awareness of the ux

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UXPA 2013 Annual Conference - Thursday, July 11, 2013 11:00am - 12:00pm ET by Amanda Davis, Lydia Sankey

Practitioners of user experience are concerned with designing interfaces that are user-friendly and make products more desirable for consumers. Current research methods are used to identify shortcomings in interactions to limit negative and frustrating experiences. Practitioners can move beyond usability to enhanced and appropriate user experiences by studying the emotional impact of the situation, domain and design of interactions. Understanding user emotional response to interfaces can move user-friendly interactions to experiences that support user satisfaction. Practitioners can use the methods described in this paper to better study the emotions experienced during different types of interactions.

Published in: Design, Education, Technology

Designing with an emotional awareness of the ux

  1. 1. Designing with an Emotional Awareness of the User Experience Thursday, July 11, 2013 Amanda Davis and Lydia Sankey © Copyright Amanda Davis Lydia Sankey
  2. 2. •  Introduction •  Emotion in the User Experience •  Case Study •  Practitioner Take Aways Agenda Overview © Copyright Amanda Davis Lydia Sankey
  3. 3. Employment Charles River Analytics, Cambridge, MA Education Bentley University, HFID MS Wellesley College, BA Amanda Davis and Lydia Sankey Introduction Employment iFactory, Boston, MA Education Bentley University, HFID MS Cornell University, BS © Copyright Amanda Davis Lydia Sankey
  4. 4. Emotion in the User Experience © Copyright Amanda Davis Lydia Sankey
  5. 5. © Copyright Amanda Davis Lydia Sankey
  6. 6. © Copyright Amanda Davis Lydia Sankey scary happy sad excited fun dull useful intimidating stressful approachable engaging helpful
  7. 7. © Copyright Amanda Davis Lydia Sankey scary happy sad excited fun dull useful intimidating stressful approachable engaging helpful
  8. 8. © Copyright Amanda Davis Lydia Sankey
  9. 9. © Copyright Amanda Davis Lydia Sankey scary happy sad excited fun dull useful intimidating stressful approachable engaging helpful
  10. 10. © Copyright Amanda Davis Lydia Sankey scary happy sad excited fun dull useful intimidating stressful approachable engaging helpful
  11. 11. © Copyright Amanda Davis Lydia Sankey
  12. 12. © Copyright Amanda Davis Lydia Sankey What is Emotion in UX? Emotion in the User Experience frustration
  13. 13. © Copyright Amanda Davis Lydia Sankey What is Emotion in UX? Emotion in the User Experience frustration pleasure joy surprise disruptive sad nervous proud hopeful afraid excited sorry interest satisfaction
  14. 14. © Copyright Amanda Davis Lydia Sankey Episode of interrelated, synchronized changes in the states of all or most of the five organismic subsystems in response to the evaluation of an external or internal stimulus event as relevant to major concerns of the organism (Scherer, 1987, 2001) A formal definition Emotion in the User Experience
  15. 15. © Copyright Amanda Davis Lydia Sankey •  To evoke positive emotions to attract and retain clients •  To design with an awareness of the emotional state of users •  To engage users and get them excited about our product Why do we care? Emotion in the User Experience
  16. 16. © Copyright Amanda Davis Lydia Sankey Emotional Design Emotion in the User Experience Aarron Walter, Designing for Emotion
  17. 17. © Copyright Amanda Davis Lydia Sankey
  18. 18. © Copyright Amanda Davis Lydia Sankey
  19. 19. © Copyright Amanda Davis Lydia Sankey Self-reported responses to assess individual participants •  Open-ended formats •  Affective feedback tools Emotional Assessment Emotion in the User Experience
  20. 20. © Copyright Amanda Davis Lydia Sankey Goal Emotion in the User Experience To have an enhanced picture of the emotional user experience
  21. 21. Case Study © Copyright Amanda Davis Lydia Sankey
  22. 22. Client: All Terrain Goals: •  Understand consumer engagement •  Make recommendations Background Case Study © Copyright Amanda Davis Lydia Sankey
  23. 23. Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey
  24. 24. •  Electrodermal activity sensors •  Eye tracking •  Microsoft Product Reaction Cards •  Net promoter scores •  Think-aloud protocol What methods did we to apply? Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey
  25. 25. Technology: Wireless biosensor that measures Electrodermal Activity (EDA) Electrodermal activity sensors Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey Company: Affectiva
  26. 26. Advantage: Pinpoint & measure emotional engagement Electrodermal activity sensors (con’t) Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey Metrics: EDA – average and peaks
  27. 27. Technology: Binocular tracking & HD camera capture Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey Eye tracking Company: SMI (SensoMotoric Instruments)
  28. 28. Advantage: Pinpoint and measure areas of interest Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey Eye tracking (con’t) Metrics: Statistics and Visualizations
  29. 29. Technology: A set of 118 words Creator: Joey Benedek and Trish Miner (Microsoft) Microsoft Product Reaction Cards Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey
  30. 30. Advantage: Gauge the type of emotional response Metrics: Words chosen Microsoft Product Reaction Cards (con’t) Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey
  31. 31. Technology: Participant likelihood of recommendation Creator: Fred Reichheld article Advantage: Compare performance across products and time Net Promoter Score (NPS) Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey
  32. 32. Metrics: Net Promoter Score (NPS) (con’t) Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey Image from www.netpromoter.com
  33. 33. Technology: Verbal reporting by participants Creator: Introduced to usability by Clayton Lewis Advantage: Deeper understanding of participant’s thought process Metrics: Analysis of trends Think Aloud Protocol Case Study: Research Tools © Copyright Amanda Davis Lydia Sankey
  34. 34. Case Study: Method © Copyright Amanda Davis Lydia Sankey
  35. 35. Participants & Tasks Case Study: Method © Copyright Amanda Davis Lydia Sankey Participants: Ten mothers with children living at home Section 1: Choose sunscreen products from a shelf Section 2: Choose insect repellent products from a shelf !
  36. 36. Tasks (con’t) Case Study: Method © Copyright Amanda Davis Lydia Sankey Tools (Sections 1 & 2): Q Sensor Eye Tracking Glasses Think Aloud NPS
  37. 37. Tasks (con’t) Case Study: Method © Copyright Amanda Davis Lydia Sankey Section 3: Perform tasks on Website A Section 4: Perform tasks on Website B !
  38. 38. Tasks (con’t) Case Study: Method © Copyright Amanda Davis Lydia Sankey Tools (Sections 3 & 4): Q Sensor Eye Tracking Monitor NPS Think Aloud MPRC
  39. 39. Tasks (con’t) Case Study: Method © Copyright Amanda Davis Lydia Sankey Section 5: View 4 ad images
  40. 40. Tasks (con’t) Case Study: Method © Copyright Amanda Davis Lydia Sankey Tools (Section 5): Q Sensor Eye Tracking Monitor Think Aloud
  41. 41. Case Study: Results © Copyright Amanda Davis Lydia Sankey
  42. 42. Data Analysis Results © Copyright Amanda Davis Lydia Sankey Peaks in EDA + +Eye Tracking Qualitative
  43. 43. Data Analysis Results © Copyright Amanda Davis Lydia Sankey Q Score + MPRC
  44. 44. Data Analysis Results © Copyright Amanda Davis Lydia Sankey MPRC + +NPS Qualitative
  45. 45. Data Analysis Results © Copyright Amanda Davis Lydia Sankey Eye Tracking Aggregation
  46. 46. Data Analysis Results © Copyright Amanda Davis Lydia Sankey Q Score + MPRC Peaks in EDA + +Eye Tracking Qualitative MPRC + +NPS Qualitative Eye Tracking Aggregation
  47. 47. Finding 1 Results © Copyright Amanda Davis Lydia Sankey Finding: “Natural” triggers response Recommendation: Be clear about the “naturalness”
  48. 48. Finding 2 Results © Copyright Amanda Davis Lydia Sankey Finding: Safety is a big concern Recommendation: Clearly state how product protects
  49. 49. Finding 3 Results © Copyright Amanda Davis Lydia Sankey Finding: Brand not prominent Recommendation: Make logo larger and more prominent
  50. 50. Finding 4 Results © Copyright Amanda Davis Lydia Sankey Finding: “Top Rated” gets attention Recommendation: Clearly highlight award
  51. 51. Finding 5 Results © Copyright Amanda Davis Lydia Sankey
  52. 52. Practitioner Take Away © Copyright Amanda Davis Lydia Sankey
  53. 53. What we learned Practitioner Take Away •  Triangulation of data sources is important •  Emotion is important •  Emotions understood through: o  Objective measurement o  Qualification of emotion type o  Identification of trigger moments o  Comparison across tasks © Copyright Amanda Davis Lydia Sankey
  54. 54. What’s the take away? Practitioner Take Away •  Use multiple tools •  Combine data sources •  Explore combinations, including: o  EEG o  Facial Expression Software © Copyright Amanda Davis Lydia Sankey
  55. 55. Summary Practitioner Take Away •  Emotions are key •  Move beyond usability •  Assess the emotional quality © Copyright Amanda Davis Lydia Sankey
  56. 56. © Copyright Amanda Davis Lydia Sankey Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions….we need to design things – products, websites, services – to convey whatever personality and emotions are desired. – Don Norman
  57. 57. Contact Us: © Copyright Amanda Davis Lydia Sankey Special Thanks to: Amanda Davis Lydia Sankey adavis@cra.com lydia@ifactory.com @MandiDavisUX @LydiaSankey mandidavis.com lydiasankey.com

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