User experience research and practice two different planets?

Transcription

1 User experience research and practice two different planets? Aalto University, School of Art and Design

2 , background MSc in computer science 1993 Nokia Research Center PhD 2006 (mobile internet UX) Close collaboration with academia 1.5 years as a university researcher Tampere University of Technology University of Helsinki Aalto University

3 Topics today Planet Business Why UX is important for industry Planet Research Research questions on UX Bringing the planets closer together Cross-fertilization

4 Disclaimer: Black and white view

5 Maturing industry sectors focus on experience Utility Usability Experiences Jordan, P. (2002). Designing pleasurable products: an introduction to the new human factors. Seidel, M., Loch, C., Chahil, S. (2005). Quo Vadis, Automotiven Industry? A Vision of Possible Industry Transformations. European Management Journal, Vol. 23, No. 4, pp , 2005 Nokia Corporation (2005). Inspired Human Technology. White paper.

6 Why user experience? Differentiation Customer loyalty, competitive advantage Experience Economy stages memorable personal experiences Pine, J. and Gilmore, J. (1999): The Experience Economy

7 What is user experience about? Usability Pricing User interface Context Aesthetics Fun Utility Need Pleasure Coolness Novelty User Person Trust Delight Consumer Human Co-Experience Meaning Brand image Value Behaviour Attitude Exceeding expectations Emotions Emotional bonding

8 UX questions that industry is interested in Common understanding of what UX stands for How our new technology can improve UX Which experience attracts the largest audience Product pricing vs.ux Return on investment (ROI) in UX work How our technology can improve UX Brand experience Effective methods to get UX right Identifying the best solution as early as possible

9 Context of work in industry HCI/UX people a minority in the development team One HCI person to handle UI & user studies Agile software development Time frame: days and hours Agile team Courtesy: William Hudson

10 Topics today Planet Business Why UX is important for industry Planet Research Research questions on UX Bringing the planets closer together Cross-fertilization

11 Research is focused HCI User interface Context Aesthetics Fun Design Usability Utility Pleasure Coolness Need Novelty Trust User Person Pricing Delight Consumer Human Co-Experience Meaning Brand image Value Behaviour Attitude Economics, Marketing Exceeding expectations Emotions Emotional bonding Psychology Social, Cognitive, Behavioural

12 Clarifying what user experience is Context Product User

13 Typical UX research questions in academia Phases of experience From anticipating to experiencing to reflecting Experiences not related to products Emotion measurement Psychophysiological experiments

14 Research practices in academia The researcher decides Time scale: Months and years All ideas should be prototyped Use validated study methods only Collect objective data from users Quantitative methods override qualitative

15 Topics today Planet Business Why UX is important for industry Planet Research Research questions on UX Bringing the planets closer together Cross-fertilization

16 Bringing the planets closer together Cross-fertilization

17 HCI User interface Aesthetics Fun UX is multidisciplinary Context Design Usability Utility Pleasure Coolness Need Novelty Trust User Person Pricing Delight Consumer Human Co-Experience Meaning Brand image Value Behaviour Attitude Economics, Marketing Exceeding expectations Emotions Emotional bonding Psychology Social, Cognitive, Behavioural

18 Research topics Show the ROI in UX work How pricing affects UX of a product? Industry Academia Methods Measures Guidelines

19 Designing for positive experiences What does good user experience mean? How to design for good UX? UX target setting How to ensure the design is going to the right UX direction?

20 UX Target Setting Functional Emotional

21 UX design User-centred design Experience-centred design Practice-centred design

22 UX evaluation Measures: derive from UX targets Evaluation methods How systematic is your decision making?

23 Evaluation Methods for different UX time spans Moment e.g. during game play Episode e.g. reflections after playing the game Long-term e.g. 1 year after starting to play the game Evaluating emotions Evaluating an episode Evaluating long-term UX Observation Observation Self-reporting Facial, body, vocal expressions (e.g. smile, lean back, sigh) Psychophysiological measurements Muscle, pupil, heart, skin reactions detected with sensors Self-reporting Verbal: PANAS, AffectGrid Non-verbal: EmotionSlider, EmoCards, PrEmo Experience think aloud Self-Reporting Experience sampling, AttrakDiff, Interviews, Day Reconstruction Questionnaires, Laddering, iscale, Repertory Grid Technique More info:

24 Conclusions Industry and academia, Get together! There is a lot to work on

25 Thank you! Planet illustrations from Devianart, Almirith7 Aalto University, School of Art and Design,