Kansei Engineering Implementation in Designing User Interface for Web Based Academic Information System

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1 Kansei Engineering Implementation in ing User Interface for Web Based Academic Information System Ana Hadiana 1, Popon Dauni 2, Anitawati Mohd Lokman 3 1 IResearch Center for Informatics, Indonesian Institute of Sciences anahadiana.lipi@gmail.com 2 Faculty of Engineering, Islamic Institute University popon.dauni@if.uinsgd.ac.id 3 Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA (UiTM) Malaysia anitawati@salam.uitm.edu.my Abstract The success of a website is contributed by the quality and the art of designing the website. There are many ways to improve the website quality to make users and subscribers of this website is satisfied when using it. This research used Kansei Engineering methodology, in which the subscribers will be emotionally involved to generate design elements that have strong influence in website interface design concept of an Academic Information System. Methodology used is Kansei Engineering Type 1 or KEPack, which has some steps of research processes until it produces new product that is suitable with the web user s emotional concept. The research used 20 Kansei Word and 10 specimens in its evaluation procedure. Kansei Word was selected from words that have relevance to website design. On the other hand, the specimen were selected based on different characteristics of the website interface designs. There were 60 participants involved in this research; 30 male college students and 30 female college students. The main goal of this research is to recommend new design concept of website interface for Academic Information System, based on the evaluation results from the participants. Key Words Academic Information System; KE Kansei Engineering; -Pack; Website Interface. 1 Introduction Website quality is determined by the design and the art of designing the website. There are some kind of specifications or web contents that presented to create the art of a website design. Therefore, this kind of thing is surely based on information that is needed or has to be included. The development method to improve the subscriber satisfaction in Human Computer Interaction (HCI) is a method used to review communication or interaction between the subscriber and system. Beside the subscriber and the system itself, the method involves some other components, such as interaction, activity, and work environment. However, the main component of this method is usability [1]. The need of Interface design of a website is not only based on such factors from the above. Users rating factor of website, such as first impression or affective opinion of that website has a bigger influence [2]. Kansei Engineering is a method to measure and assimilate affective opinion, and implement them in design element. Therefore, Kansei Engineering is used as method of this research. 42

2 Hadiana, et. al. International Journal of Basic and Applied Science, In this case, the subscribers psychological emotion becomes important parameter in creating the interface design of a website. Kansei Engineering is also known as a study that deals with human needs as a priority, a technology of new product development, which transfers feeling, as well as consumer images in the design element of a product [3]. 2 KE Pack Kansei Engineering Type 1 is the most popular techniques as a package, which is called KE Pack. It involves Kansei Word, an expression which has connection with a product domain. It is usually consists of adjectives or emotional phrase, and then it would be transferred to 5-point or 7-point scale of Semantic Differential (SD). The flow of Kansei Engineering Type 1: KE Pack as implemented in this research can be seen as in Fig. 1. Fig.1: Research Methodology 3 Data Collection This research used 20 Kansei Words, 10 specimens, and 60 participants that consisted of each 30 male and 30 female students. The Kansei Words are shown in Table

3 International Journal of Basic and Applied Science, Hadiana, et. al. Table 1. Kansei Word in the Research No Kansei Word No Kansei Word No Kansei Word No Kansei Word 1. Elegant 6. Informative 11. Mystic 16. Crowded 2. Feminine 7. Childish 12. Masculine 17. Equal 3. Formal 8. Classic 13. Interesting 18. Calm 4. Warm 9. Creative 14. Outstanding 19. Bright 5. Beautiful 10. Sweet 15 Modern 20. Unique The Kansei checklist was distributed to 60 participants and the results was used as data source. Then, Multivariate Statistical of Analysis was performed in the next process. The average evaluation result is described in a graph/chart as shown in Fig. 2. Fig. 2: The evaluation result from all participants 4 Result Analysis 4.1 Multivariate Statistical Analysis The next step is to transfer the results to Principal Component Analysis and Factor Analysis. a. Principal Component Analysis (PCA) PCA was used to reduce research data variables, such as Kansei Words and specimens, so that all reduced variables become main variable without reducing a characteristic of the data significantly. The positive values in these variables were used as a reference to make a new website design based on user emotional perspectives. Table 2 shows the PCA result, which was calculated using average evaluation result. 44 Insan Akademika Publications

4 Hadiana, et. al. International Journal of Basic and Applied Science, Table 2. Principal Component Values of All Participants F1 F2 F3 F4 F5 F6 F7 F8 F9 Eigenvalue 10,17 5,44 1,64 1,12 0,61 0,35 0,31 0,20 0,17 Variability (%) 50,84 27,21 8,18 5,58 3,05 1,73 1,53 1,01 0,85 Cumulative % 50,84 78,06 86,23 91,82 94,87 96,60 98,14 99,15 100,00 The result of Principal Component (PC) is called factor (F) which can be seen from F1, F2, and so on. Based on table 2, F1 and F2 have an eigenvalue (variant) and 5.44 with variability rate and If we observe the variants and variability from F3 and so on, it has lower rate than F1 and F2. Otherwise, cumulative value of F1 and F2 is and It also has cumulative value over 70%. It means that the result of F1 and F2 is enough to show the users emotional structure. To further analyze this PCA results, there are 3 steps of PCA analysis that were calculated, as well as to analyze the structure of users emotion towards the specimens. These three steps of PCA analysis use varimax rotations because the analysis of the result is more accurate and more incisive for design concept. The analysis steps are as follows: (1) PC Loading PC loading is used to analyze semantic space of emotion, which shows how many evaluations of this emotion affects the variable. Fig. 3 shows one of the PC Loading for F1 and F2 results. The red dots show the users emotional distribution towards the specimens. Fig.3: PC Loading F1 and F2 Result of All Participants 45

5 International Journal of Basic and Applied Science, Hadiana, et. al. It can be seen from Fig. 3 that axis x is positive to some emotion distributions such as creative, interesting, modern, elegant and many more. The zone value is higher than the others, and zone x is negative to some emotions, such as classic, bright, feminine etc. The emotion distribution, which has higher variable value, will become reference for the design concept. (2) PC Score PC Score is use for determining the relationship between emotion and specimen. Fig.4: PC Score F1 and F2 Result of All Participants We can see from Fig. 4, the PC Score result for all participants that show specimens in positive x are specimen 1, 6, 4, and 5. If it is seen from the design, some specimens in positive x have stronger and brighter colors. On the other hand, some specimens in negative x have darker colors. Subjectively, it can be said that the specimens in positive x zone can be considered as having interesting layout by the participants. On the other hand, the specimens in negative x zone can be considered as having less interesting layout to the participants. Fig.5: The F1 and F2 PC Vector Result of All Participants 46 Insan Akademika Publications

6 Hadiana, et. al. International Journal of Basic and Applied Science, (3) PC Vector Fig. 5 describes the result of PC Vector. PC Vector is use for direction to visualize emotional structure and determine the new concept of website design for Academic Information System. PC Vector result shows design concept, where bigger variable values could be a reference for a future new design concept. The PC Vector illustrations are actually the combination of PC Loading and PC Score results. b. Factor Analysis (FA) The next process is to analyze the average data of the evaluation results by Factor Analysis (FA). The purpose of this analysis is to strengthen the former analysis result in PCA, and it uses varimax rotation in order to get the accurate results. Table 3. The Emotion Result of Factor Analysis All Participant Female Male Emotion D1 Emotion D1 Emotion D Warm 0, Beautiful 0,900 Unique 0,919 Unique 0,883 Warm 0,901 Beautiful 0,934 Modern 0,911 Unique 0,904 Elegant 0,947 Elegant 0,952 Interesting 0,909 Modern 0,952 Beautiful 0,957 Modern 0,909 Interesting 0,963 Creative 0,967 Elegant 0,909 Creative 0,971 Interesting 0,970 Creative 0,914 Based on the results in Table 3, the emotional concept referred to by all participants to the website design are Unique, Beautiful, Elegant, Modern, Interesting, Creative. The emotional concept that were selected has a higher score than 0.7. Which means, if the value is more than 0.7, it will be considered as highly influenced emotion. However, we can use the higher value of 0.9 to strengthen the number of emotion, it has the same emotional concepts for male and female as well. Some of the values that have high numbers are shown in bold font. The emotional concept that has the highest value would become the main concept in making the website design of Academic Information System. The other concept can be used as alternative design concepts. 5 Element Analysis 5.1 Interpretation of Result Analysis into Element The main purpose of this process is to translate the connection of the influences between users emotion and website design elements of the Academic Information System. The result will be 47

7 International Journal of Basic and Applied Science, Hadiana, et. al. references for recommendation of the design elements, which also suitable with users emotion. The involved data in this process consist of three elements, such as: a. y variable (Dependent) is a result of average recapitulation of 20 user emotional b. x variable (Independent) is a design element which transferred into a dummy variable by changing the check sign: 1 point if it is checked and 0 point if it is empty in the column. c. 10 Specimen System of Academic Information Based on the PCA and FA analysis results, the emotional concept of all participants, which has the highest number is called emotional concept of Creative. Meanwhile, the emotional concept for the female participants who have the highest variable number is called Interesting and for the male participants who have the highest variable number is called Creative. To make it easier in interpreting the results, each number of categories is arranged based on the order of the highest to the lowest number. Also, the purpose is to understand which category has the power to influence the design concept. The number of categories that are higher or have the same value with the standard number range, it means that those categories have the big influence in design concept of interface website of the Academic Information System. Table 4. The Category Order Range of PLS Analysis Result All Participants Female Participants Male Participants CREATIVE Range INTERESTING Range CREATIVE Range Category 0,030 Category 0,030 Category 0,027 Main Existence 0,092 Header Bg Texture Header Bg Color Header Bg Texture 0,087 Body Bg Color 0,083 0,083 Header Bg Color 0,083 0,094 Main Existence 0,097 Left Menu Font Color Header Bg Texture ,089 0, Matrix of Element After all the analyses were done, the last step is to make the design concept recommendation for interface website of the Academic Information System based on the user emotion. The recommendation of design concept was made suitable to the targeted emotion, and thus considered as captivating to the users (capturing user s attention). The referenced data is the data that have big influence to the design concept. Table 5 is a sample of the recommendation result for web interface design of the Academic Information System. Table 5. The Recommendation for Academic Information System Website Interface All Participants Female Participants Male Participants CREATIVE Range INTERESTING Range CREATIVE Range Category 0,030 Category 0,030 Category 0,027 Body Bg Color 0,074 Turquoise Body Bg Color 0,083 Turquoise Body Bg Color 0,063 Turquoise 48 Insan Akademika Publications

8 Hadiana, et. al. International Journal of Basic and Applied Science, All Participants Female Participants Male Participants CREATIVE Range INTERESTING Range CREATIVE Range Category 0,030 Category 0,030 Category 0,027 Footer Bg Color 0,044 Black Footer Bg Color 0,033 Black Footer Bg Color 0,057 Black Footer Existence 0,049 N/S Footer Existence 0,048 N/S Header Bg Color 0,080 Turquoise Header Bg Color 0,083 Turquoise Header Bg Color 0,083 Turquoise Header Bg Picture 0,027 N/S Conclusion As a conclusion, the implementations of Kansei Engineering in the website interface design for the Academic Information System based on the research problems are as follows: 1. This research created new design concepts in 3 categories, such as a new design based on all participants, female participants and male participants. 2. The analysis result of this research is the factors in the form of the emotional concept that has high influence in a design concept. The concept of design by all participants are Unique, Beautiful, Elegant, Modern, Interesting, and Creative. The design concept by female participants are Modern, Elegant, Beautiful, Creative, and Interesting. While the design concepts by male participants are Beautiful, Warm, Unique, Interesting, Modern, Elegant, and Creative. 3. New design concepts produced in this research is emotional concept with the high influential elements that becomes requirement in designing the targeted website interface design. The design concept by all participants resulted Creative emotional concept. Whilst, the design concept by female participants resulted Interesting emotional concept. On the other hand, the design concept by male participants resulted Creative emotional concept. References [1] Prihati, Mustafid, Suhartono. Penerapan Model Human Computer Interaction (HCI) dalam Analisis Sistem Informasi (Studi Kasus SAS Dikmeni DKI Jakarta). [2] Lokman, A.M., Hadiana, A. Kansei Engineering In Selection Of Open Source E-Learning System International Conference on Statistics in Science, Business, and Engineering (ICSSBE), [3] Chen Y., Research on Optimized of Kansei Engineering-based Web Interface, International Conference on Computational and Information Sciences, [4] Lee, S., Harada, A. and Stappers, P. J. Pleasure with Products: based Kansei. Pleasure with Products: Beyond usability, Green, W. and Jordan, P. (ed.), Taylor & Francis, London, pp , [5] Nagasawa, S. y., Kansei and Business. Kansei Engineering International - International Journal of Kansei Engineering, vol. 3, p. 2-12, [6] Nagamachi, M., Lokman, A.M. Kansei Innovation: Practical Applications for Product and Service Development. Florida: Taylor & Francis

9 International Journal of Basic and Applied Science, Hadiana, et. al. [7] Nagamachi, M., Workshop 2 on Kansei Engineering. Proceedings of International Conference on Affective Human Factors, Singapore, Insan Akademika Publications