Expanding the User Centred Design Process to incorporate an Experience Evaluation Technique

Expanding the User Centred Design Process to incorporate an Experience Evaluation Technique

James Keogh

e : h o y h o y @ j a m e s ke o g h . c o mw : w w w. j a m e s ke o g h . c o mTw i tt e r : J i m my U X

What is UCD?

• Involves potential users of a system early on in the design process.

• Continues to evaluate the system right throughout the design process through methods like card sorting, prototyping, questionairres, heuristic evaluations, etc.

What are the popular processes?

Problems with these processes?

• Problem lies in the evaluation methods in the latter stages of the process.

• Fixed on evaluating the system being designed through effectiveness, efficiency and general feedback.

• Other than satisfaction or mental effort scales there is no real focus on what the participant would experience, is experiencing or had experienced during the evaluation of a prototype

Experience-Centred Design (McCarthy and Wright)

• ‘dialogue puts the focus clearly on processes between people. It sees communication, knowledge, and identity as constructed in relationships between people, not within individuals’

• ‘Empathy is about being able to imaginatively construct the world from another person’s perspective, while at the same time remembering one’s own point of view in order to creatively work with the difference’

Experience Design (Hassenzahl)

• Hassenzahl’s model of experience design there consists three hierarchical goals the ‘Why’, the ‘What’ and the ‘How’.

• proposes the ‘Why or be goals’ to come before anything else to ‘consider the experience before the products’

First Impressions

• Previous evidence shows, people that viewed a particular system more favorably tended to overlook minor problems or issues with that system, something referred to as ‘cognitive confirmation bias’.

• This pre-cognitive response, Lindgaard explains, is ‘hard-wired’ into us and requires no learning. It is also declared that if ones perceptions do not ‘reflect objective reality’ there is a further impetus to deliver a good first impression.

First Impressions

• Previous evidence shows, people that viewed a particular system more favorably tended to overlook minor problems or issues with that system, something referred to as ‘cognitive confirmation bias’.

• This pre-cognitive response, Lindgaard explains, is ‘hard-wired’ into us and requires no learning. It is also declared if ones perceptions do not ‘reflect objective reality’ there is a further impetus to deliver a good first impression.

Hedonic & Pragmatic Qualities• Hassenzahl argues the distinct difference between the two

perceived hedonic qualities, beauty and goodness.• “ . . a product that allows for effective and efficient goal-

achievement is perceived as pragmatic .In contrast, hedonic attributes are primarily related to the users’ self. They can be further subdivided into stimulation and identification.” (HASSENZAHL, 2004)

• Hedonic Quality-Identity - perceived capability of communicating identity to others (outward, mainly social attribute)

• Hedonic Quality-Stimulation - implies a high degree of perceived novelty, stimulation and challenge (inward, personal growth)

• Pragmatic Quality - looks at the systems usability from users perspective

Emotion & Affect

• Its not only the central part of human activity, but also the motivating force for intelligent action

• Affect is the subconscious experience of emotion and is a major component to decision making as it colours thoughts before the initial information has been consciously assessed

• The user acceptance of a system relies on the perceived ease of use and the perceived usefulness of that system

• The Positive and negative affect scale (PANAS) is another method adopted from psychology to independently measure the constructs of positive and negative affect.

Personality

• A personality consists of various characteristics: reliable, authority, atmosphere, balance, attitude, colour, content, etc.

• It has also been proven that systems that respond to a disappointing experience with social-affective feedback (expressing empathy and sympathy) can significantly alter a users disposition

Personality



Programmer became frustrated with Metlab 3.5 . . .

Personality



Programmer became frustrated with Metlab 3.5 . . .. . . . . FUCK . . . . .

Personality



Programmer became frustrated with Metlab 3.5 . . .. . . . . FUCK . . . . .

. . . . . Your place or mine? . . . . .

Aesthetics

• Classical represents aesthetic opinion up until the 18th century and what was regarded as clean and orderly design, while, expressive design is created by the designer and their ability to break design conventions through creativity and originality

• Aesthetics becomes a major differentiating factor between technologies

• Evaluations are visual and thus are susceptible to immediate and sustainable aesthetic impressions

• Aesthetics satisfies our basic human needs and since technology can now satisfy these needs it is expected that it does so

Experience Evaluation Proposal

• This experience evaluation technique has been developed using methods and techniques that are widely known in academia but are rarely used in industry.– first impressions stage – appearance based experience– Interaction based experience

Experience Evaluation Proposal

• been developed using methods and techniques that are widely known in academia but are rarely used in industry.– first impressions stage – appearance based experience– Interaction based experience

Conclusion

• This paper demonstrates the need for an experience evaluation method within the UCD process.

• Empirical methods are used making results more palatable to stakeholders.

• This paper attempts to contribute to the UCD process by selecting some of these techniques to help evaluate systems in the latter stages of the design process

• endeavors to offer feedback on designs at the experiential level • A down side is that many experiences can’t be analysed until

the system has been released.• The technique produces a large amount of data.

Thank you.Questions & Feedback?

James Keogh

e: [email protected]: www.jameskeogh.comTwitt er: @JimmyUX

Expanding the User Centred Design Process to incorporate an Experience Evaluation Technique

Design

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