12. Sentence Completion
• This app makes me feel…
• If I used this all day, I would…
• Reading on this website is…
• Compared to other apps, this app is…
• I want to use this because…
• I do not want to use this because…
13. Product Reaction Cards
• 118 words
• 58% positive
• 36% negative
• 6% unclear
• 21% synonyms with 1+ other words
• Mostly positive words
14. Product Reaction Cards – Alternate List
• Removed synonyms
• Added opposites to create Positive / Negative Pairs
• Compared against two other emotional word vocabularies for
Product Appeal and Emotions
• Marc Hassenzhahl, Darmstadt University of Technology, Germany
• Geneva Emotion Wheel
15. Attractive Unattractive Exceptional Common Organized Disorganized
Calm Busy Exciting Dull Original Ordinary
Clean Cluttered Exclusive Standard Personal Impersonal
Clear Confusing Familiar Strange Pleasant Annoying
Compelling Unimportant Fast Slow Predictable Unpredictable
Comprehensive Incomplete Flexible Rigid Professional Unprofessional
Confident Weak Fresh Old Relaxing Stressful
Consistent Inconsistent Friendly Unwelcoming Relevant Irrelevant
Controllable Uncontrollable Frustrating Encouraging Reliable Unreliable
Convenient Difficult Fun Tedious Satisfying Disappointed
Costly Cheap High quality Poor quality Secure Not Secure
Creative Unimaginative Impressive Nondescript Simple Complex
Desirable Undesirable Innovative Conservative Sophisticated Unrefined
Easy to use Hard to use Inspiring Unexciting Stable Fragile
Effective Ineffective Interesting Boring Supporting Obstructing
Efficient Inefficient Manageable Overwhelming Time-saving Time-consuming
Effortless Difficult Meaningful Trivial Understandable Incomprehensible
Empowering Patronizing Motivating Discouraging Usable Unusable
Enthusiastic Apathetic Novel Expected Useful Useless
Essential Unnecessary Optimistic Pessimistic Valuable Not Valuable
16.
17. Reliable Accessible Appealing Confusing
Comfortable Organized Professional Busy
Confident Straight Forward Approachable Complex
Effective Understandable Efficient Dull
Friendly Easy to Use Flexible Hard to Use
Inviting Clear Helpful Impersonal
Time-saving Convenient Overwhelming
Trustworthy Clean Boring
Useful Familiar Frustrating
Simplistic Intimidating
Valuable Stressful
Usable Time-consuming
Customers
Customers &
Non-Customers Non-Customers