User Experience Why, What, How?

Transcription

1 User Experience Why, What, How? Virpi Roto Acting Professor Aalto University School of Arts, Design and Architecture Department of Design Engaging Co-design Research team Virpi Roto Expert in User experience (UX) PhD 2006: mobile internet UX UX evaluation methods Design for UX Industry and university Nokia Research Center Aalto ARTS International allaboutux.org web site owner UX community CHI 13 Most cited UX author in Finland [Google scholar]

2 Contents Ø Why UX Why UX is important for companies What is UX Different viewpoints to UX How to work on UX in practice Designing and evaluating UX (basics) Human-Computer Interaction (HCI) A research field studying the dialogue between people and interactive products or systems HCI expert the advocate of users in engineering teams Human-Centred Design (HCD) process defined in ISO User-Centred Design (UCD) a more common term

3 1 st wave of HCI Human-Computer Interaction in 1980 s How to utilize the full power of computers, minding human factors? Cognitive aspects Ergonomics Avoid errors in use Human as processor Laitoksen nimi Human Model Processor - Card, Moran & Newell nd wave of HCI Human-Computer Interaction in 1990 s How to avoid wasted time and frustration due to usability problems? Ease of use User-friendliness From human factors to human actors - Bannon 1986 Laitoksen nimi Photo by Ewan-M

4 3 rd wave of HCI Human-Computer Interaction in 2000 s How to make interactive systems enjoyable? User experience (UX) Improve everyday life From usability bug fixing to design for pleasure Laitoksen nimi Photo by MacQ Usability vs. UX Hygiene vs. Motivation Motivation, enjoyment Hertzberg s Theory on Hygiene factors and Motivators User experience Hygiene factors remove dissatisfaction Motivators give enjoyment Satisfaction Usability Dissatisfaction at work Rocket picture courtesy: Winadi, Ellen, Setiawan, Raja, Novanda: Frederick Herzberg - Motivation-Hygiene Theory.

5 Motivators LOW User experience HIGH LOW hygiene, HIGH motivator HIGH hygiene, HIGH motivator Coping with technology for personal value Products I love to use SMS text messages Nintendo Wii Facebook Mobile phone 3 Car / Bike rd wave HCI LOW hygiene, LOW motivator HIGH hygiene, LOW motivator Obligatory, hard to use tools Usable tools to get an uninteresting job done Work hour reporting system Washing machine Online store for train tickets (Finland) Copier 1 st wave HCI 2 nd wave HCI LOW Hygiene factors Usability HIGH Graph modified from: Winadi, Ellen, Setiawan, Raja & Novanda: Frederick Herzberg - Motivation-Hygiene Theory. Why user experience in industry? Differentiation Customer loyalty, competitive advantage Experience Economy stages memorable personal experiences Pine, J. and Gilmore, J. (1999): The Experience Economy

6 Eras of Livelihood Experience Information Industry Agriculture Hunting, gathering - Based on Rolf Jensen, Dream company Maturing industry sectors focus on experiences Utility Usability Experiences Pine, J. & Gilmore, J. H. (1999). The Experience Economy: Working is Theatre & Every Business a Stage. 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.

7 Consequences of good UX for a company Loyalty People buy also the next product from the same company / brand Recommendation People recommend the product to others Continuous success anc-tattoo-lovers.blogspot.com Contents Ø Why UX Why UX is important for companies What is UX Different viewpoints to UX How to get hold on to the vague UX How to work on UX in practice Designing and evaluating UX (basics)

8 Experience 1 5 User Experience, UX Context User Product

9 What UX is about? HCI Context User interface Aesthetics Fun Design Usability Wow Utility Pleasure Need Novelty Trust User Pricing Delight Co-Experience Meaning Brand image Behaviour Value Attitude Economics, Marketing Exceeding expectations Emotions Emotional bonding Psychology Social, Cognitive, Behavioural Multiple perspectives, Multiple definitions HCI A consequence of a user s internal state, the characteristics of the designed system and the context within which the interaction occurs (Hassenzahl & Tractinsky 2006) Economics, Marketing All aspects of the end-user's interaction with the company, its services, and its products (Nielsen Norman Group) The quality of experience a person has when interacting with a specific design. Design (Uxnet, online) The entire set of affects that is elicited by the interaction between a user and a product including (aesthetic experience) (experience of meaning) (emotional experience) (Desmet & Hekkert 2007) Psychology Social, Cognitive, Behavioural

10 Similarities in UX definitions HCI A consequence of a user s internal state, the characteristics of the designed system and the context within which the interaction occurs (Hassenzahl & Tractinsky 2006) Economics, Marketing All aspects of the end-user's interaction with the company, its services, and its products (Nielsen Norman Group) The quality of experience a person has when interacting with a specific design. Design (Uxnet, online) The entire set of affects that is elicited by the interaction between a user and a product including (aesthetic experience) (experience of meaning) (emotional experience) (Desmet & Hekkert 2007) Psychology Social, Cognitive, Behavioural UX: how one feels about using a product Context Product User

11 UX vs. Usability Usability rose from the need to make employees more efficient Efficiency and effectiveness do not always improve UX Objective efficiency/effectiveness measures do not tell how users feel Usability User Experience Engagement Efficiency Satisfaction Effectiveness Pleasure Pride Trust Fun Self-actualization Joy UX changes over time Brand image, Advertisements, Friends, Reports, (before use) User Context System Brand image, Advertisements, Friends, Reports, (after use) Anticipated user experience User experience during interaction Long-term user experience

12 UX is granular User experience during interaction Long-term user experience Granularity level Moment During interaction Episode After interaction Long-term After a period of use E.g. Key click Use case Relationship What we can learn Easy to find, press? Pleasurable tactile, visual, auditory feedback? Goal achieved? Enjoyment? Meaningful product for the user? Roto, V. (2008) Temporal and Granular Nature of User Experience. The Nordic Conference on Experience. Vaasa, Finland, November 26-28, UX is granular User experience during interaction Long-term user experience Granularity level: Moment During interaction Episode After interaction Long-term After a period of use What is UX: Affect Feelings Attitude Emotion Reflections Emotional bonding Measures: Joy, anger Satisfaction, delight Worth, Loyalty

13 Contents Ø Why UX Why UX is important for companies What is UX Different viewpoints to UX How to get hold on to the vague UX How to work on UX in practice Designing and evaluating UX (basics) How to work on UX in practice? Pre-requisites for UX work: Ø 1. Shared understanding on what UX means 2. UX goals 3. Methods for design 4. Methods for evaluation

14 Designing for good UX What does good UX mean? UX goals Elements of UX UX Elements to guide design & evaluation Functional Emotional 28

15 UX Elements on different levels Func%onal Emo%onal Nokia UX elements 2007 Functional Emotional Roto, V., Rautava, M.: User Experience Elements and Brand Promise. International Engagability & Design Conference (Idec4), in conjunction with NordiCHI 08 conference. October 19, 2008, Lund, Sweden.

16 How to work on UX in practice? Pre-requisites for UX work: Ø 1. Shared understanding on what UX means 2. UX goals 3. Methods for design 4. Methods for evaluation Various kinds of design approaches Level of user involvement Genious designer User-centred design Participatory design DIY design Social innovation Drivers behind design Artistic design Problem-driven design Technology-driven design Practice-centred design Experience-driven design

17 Experience add-on or foundation for design? Pleasure Usability Usability Utility (Problem solution) Utility Problem-driven design e.g. Jordan: Designing Pleasurable Products (2002) (Pleasurable) Experience Experience-driven design Experience-driven design (also known as experience design or experience-centred design) Experience as the starting point and the primary objective of the design process Design FOR experience (Sanders 1999) Experience before product (Hassenzahl 2010) Desmet & Schifferstein (2011): Experience-driven design involves at least two important challenges. The first is to determine what experience to aim for, and the second is to design something that is expected to evoke that experience.

18 Experience Design Methods / Techniques Kansei Engineering (Nagamachi 1970 s) Translating feelings and impressions into product parameters How different shapes, sounds, smells are related to different experiences Engineering experiences Image courtesy: Kansei Linköping University Experience Design Methods / Techniques Co-design: inspiration from designs/visualizations by stakeholders Co-design workshops with stakeholders Design Probes: Give design materials for users By making objects, we can reveal latent needs and dreams

19 UX Design Methods / Techniques Design in a simulated space Bodystorming (IDEO) Create an environment similar to the real one Designers act as users in the environment Cardboard hospital (Aalto) Create an environment similar to the real one Invite stakeholders for co-design with role play Experience design by Aalto ARTS students UX goals for hoist users: Competence Self-esteem Proudness

20 How to work on UX in practice? Pre-requisites for UX work: Ø 1. Shared understanding on what UX means 2. UX goals 3. Methods for design 4. Methods for evaluation Evaluating different periods of experience 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 Questionnaires, Laddering, UX Curve, Repertory Grid Technique UX Curve: Experience sampling, AttrakDiff, After using a system for a long Interviews, Day Reconstruction period, user draws a curve about how the experience has developed over time Experience sampling method (ESM): Example: The system prompts the user to report Identifying smiles with EMG the experience with a short questionnaire, e.g. after it recognizes what user has just done.

21 Studying UX at different phases of development Concepting e.g. Cartoons about the idea Non-functional prototypes e.g. Flash demo; 3 core features working Functional prototypes e.g. (Almost) all parts in place; products on market Concepting Non-functional prototype Functional prototype Visual design Visual design Lab test Emotional expressions,reactions AttrakDiff Emotional expressions,reactions AttrakDiff Idea description Interaction Field study Emotional expressions,reactions AttrakDiff Expert evaluation, Role play AttrakDiff: Experience think aloud Experience think aloud: Experience sampling, Diary, Day Reconstruction Method Market feedback Questionnaire investigating Traditional how think aloud method used Day Questionnaires, Reconstruction UX Curve Method: user experiences the concept, in usability e.g. testing, but special focus on experiential/ emotional comments simple complicated dull captivating ugly attractive In field study, user chooses 3 most meaningful use cases of the day to report in a diary each night. How to work on UX in practice? Pre-requisites for UX work: 1. Shared understanding on what UX means 2. UX goals 3. Methods for design 4. Methods for evaluation

22 Contents Why UX Why UX is important for companies What is UX Different viewpoints to UX How to get hold on to the vague UX How to work on UX in practice Designing and evaluating UX (basics) Thank You!