Weitere ähnliche Inhalte Ähnlich wie Designing with an emotional awareness of the ux (20) Mehr von UXPA International (20) Kürzlich hochgeladen (20) Designing with an emotional awareness of the ux 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. • Introduction
• Emotion in the User Experience
• Case Study
• Practitioner Take Aways
Agenda
Overview
© Copyright Amanda Davis Lydia Sankey
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. Emotion in the User Experience
© Copyright Amanda Davis Lydia Sankey
6. © Copyright Amanda Davis Lydia Sankey
scary
happy
sad
excited
fun
dull
useful
intimidating
stressful
approachable
engaging
helpful
7. © Copyright Amanda Davis Lydia Sankey
scary
happy
sad
excited
fun
dull
useful
intimidating
stressful
approachable
engaging
helpful
9. © Copyright Amanda Davis Lydia Sankey
scary
happy
sad
excited
fun
dull
useful
intimidating
stressful
approachable
engaging
helpful
10. © Copyright Amanda Davis Lydia Sankey
scary
happy
sad
excited
fun
dull
useful
intimidating
stressful
approachable
engaging
helpful
12. © Copyright Amanda Davis Lydia Sankey
What is Emotion in UX?
Emotion in the User Experience
frustration
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. © 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. © 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. © Copyright Amanda Davis Lydia Sankey
Emotional Design
Emotion in the User Experience
Aarron Walter, Designing for Emotion
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. © Copyright Amanda Davis Lydia Sankey
Goal
Emotion in the User Experience
To have an enhanced picture of
the emotional user experience
23. Client: All Terrain
Goals:
• Understand consumer engagement
• Make recommendations
Background
Case Study
© Copyright Amanda Davis Lydia Sankey
25. • 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
26. Technology:
Wireless biosensor that measures
Electrodermal Activity (EDA)
Electrodermal activity sensors
Case Study: Research Tools
© Copyright Amanda Davis Lydia Sankey
Company:
Affectiva
29. Advantage:
Pinpoint and measure areas of interest
Case Study: Research Tools
© Copyright Amanda Davis Lydia Sankey
Eye tracking (con’t)
Metrics:
Statistics and
Visualizations
30. 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
31. 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
32. 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
33. Metrics:
Net Promoter Score (NPS) (con’t)
Case Study: Research Tools
© Copyright Amanda Davis Lydia Sankey
Image from www.netpromoter.com
34. 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
36. 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
!
37. Tasks (con’t)
Case Study: Method
© Copyright Amanda Davis Lydia Sankey
Tools (Sections 1 & 2):
Q Sensor
Eye Tracking
Glasses
Think Aloud
NPS
38. 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
!
39. Tasks (con’t)
Case Study: Method
© Copyright Amanda Davis Lydia Sankey
Tools (Sections 3 & 4):
Q Sensor
Eye Tracking
Monitor
NPS
Think Aloud
MPRC
41. Tasks (con’t)
Case Study: Method
© Copyright Amanda Davis Lydia Sankey
Tools (Section 5):
Q Sensor
Eye Tracking
Monitor
Think Aloud
47. Data Analysis
Results
© Copyright Amanda Davis Lydia Sankey
Q Score + MPRC
Peaks in EDA + +Eye Tracking Qualitative
MPRC + +NPS Qualitative
Eye Tracking
Aggregation
48. Finding 1
Results
© Copyright Amanda Davis Lydia Sankey
Finding: “Natural” triggers response
Recommendation: Be clear about the “naturalness”
54. 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
55. 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
57. © 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
58. 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