Inuse Seminar Sept 26 2011 - Sari Kujala

INUSE seminar 26.9.2011 Long-term user experience and user involvement Sari Kujala

Contents

•  What is the role of users in design? •  How about in industrial context? •  In designing for user experience? •  How to involve users if there are millions of them all over

the world? •  Long-term user experience

User involvement approaches (Kujala, 2003)

User-centered design

Participatory design

Ethnography Contextual design

Emphasis Usability Democratic participation

Social aspects of work

Context of work

Typical methods

Task analysis Prototyping Usability evaluations

Workshops Prototyping

Observation Video-analysis

Contextual inquiry Prototyping

User involvement in industrial contexts

•  The aim is cost-efficient product development and commercially successful products –  As broad user group as possible – involved users should be

representative –  Users may not be motivated to participate if the role of the

product is small in their lives –  Users are unaware of implementation constraints and design

practices –  Also remote methods needed to reach an international audience

of users –  Success may not depend on used methods – users as

information sources and mere direct links are enough

Designing for user experience? •  The aim is that using the product feels good

–  Stimulation – product is challenging and novel (Hassenzahl, 2004)

–  Identification – product communicates the user’s personal values (Hassenzahl, 2004)

–  Rewarding (van der Heijden) –  Surprise (Derbaix and Vanhamme, 2003)

•  Are users able to design pleasurable feelings? –  Talking about pleasure is not socially accepted –  Users may not be aware of their personal needs, values and

emotions –  People have difficulties in remembering emotional experiences

and they easily use generalizations

Example: A hidden need

Psychological values •  Describe what is important to a person in life

Social relatedness Esteem, status, achievement, conformity, equality, helpfulness

Emotional and hedonistic

Aroused feeling or affective sates, pleasure, fun, sensory enjoyment

Growth and self-actualization

Independent though and action: choosing, creating and exploring

Universal Protection of the welfare of all people and for nature

User values

•  User values are their personal values that affect their views about what is important in a certain product –  Connection to product preference –  Essential in persuading users

Sentence completion •  is a combination of a questionnaire and a projective

technique –  Used in psychology and consumer research to reveal inner

thoughts –  Respondents’ are asked to complete given sentences

•  first reactions and associations •  using own words

–  Less likely to be culturally biased

Sentence completion is revealing inner thoughts (Hoyer and MacInnis, 2007)

•  People who don’t smoke are... ….happier ….wise

•  Teenagers who start to smoke are…. ….crazy ….foolish

Sentence completion for identifying user values

General The most important thing to me is… It is important in my children’s spare time activities that…

Social relatedness When my child exercises, other children…

Emotional and hedonistic

The emotion my children’s exercising arouses… My child’s best experience was…

Growth and self-actualization

Exercising helps my child to….

Sentence completion for evaluating UX

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Sentence completion for evaluating symbolic meanings

Long-term user experience

•  How the user’s experience and relationship with a product evolves over time –  from early learning and enthusiasm to becoming a part of daily life

UX Curve method

Results: Mean attractiveness curves

Facebook Mobile phone

Competing factors improving and worsening long-term user experience

Conclusions

•  User involvement has different approaches suitable to different situations

•  Designing for user experience requires new approaches –  Users may not be aware of their needs, values and emotions –  People rationalize and avoid talking issues that are not socially-

accepted –  Designing for experience takes many forms and is challenging,

often easier to start with evaluation