HCPro Lecture 5 (28.1.2014)
Discussion on the paper ”Differentiation in the cloud…”by Sirotkin et al.
=>Quick peek on Values by Schwartz & Boehnke
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Human-Centered Technology
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28.1.2014
About values (paper…): Schwartz’s modelSchwartz, S.H. and Boehnke, K., “Evaluating the structure of human values withconfirmatory factor analysis,” Journal of Research in Personality, vol. 38, 2004,pp. 230-255
Power: Social status and prestige, control or dominance over peopleand resources (authority, social power, wealth, preserving my publicimage)
Achievement: Personal success through demonstrating competenceaccording to social standards (ambitious, successful, capable,in uential)
Hedonism: Pleasure or sensuous grati cation for oneself (pleasure,enjoying life, self-indulgent)
Stimulation: Excitement, novelty, and challenge in life (daring, avaried life, an exciting life)
Self-direction: Independent thought and action—choosing, creating,exploring (creativity, freedom, independent, choosing own goals,curious)
About values (paper…): Schwartz’s model
Universalism: Understanding, appreciation, tolerance, and protectionfor the welfare of all people and for nature (equality, social justice,wisdom, broadminded, protecting the environment, unity with nature,a world of beauty)
Benevolence: Preservation and enhancement of the welfare ofpeople with whom one is in frequent
personal contact (helpful, honest, forgiving, loyal, responsible)Tradition: Respect, commitment, and acceptance of the customs and
ideas that traditional culture or religion provide (devout, respect fortradition, humble, moderate)
Conformity: Restraint of actions, inclinations, and impulses likely toupset or harm others and violate social expectations or norms (self-discipline, politeness, honoring parents and elders, obedience)
Security: Safety, harmony, and stability of society, of relationships,and of self (family security, national security, social order, clean,reciprocation of favors)
http://www.cs.tut.fi/ihte
HCProLecture 5 (28.1.2014):
User Experience perspectives
Jarmo Palviainen
Lecture contents
• User eXperience, UX• What is it?
• Frameworks, perspectives• Design principles• Brand image and UX
• Product as a whole: services and relatedproducts
• Usability perspective
• UX lifecycle Official reading for the course: The UX white paper:http://www.allaboutux.org/files/UX-WhitePaper.pdfRecommended reading:Dahlsgård, P., Halskov, K. (2006). Real Life Experiences with ExperienceDesign. Proceedings of NordiCHI’06.
User experience (UX)
• The term became popular in thebeginning of 21st century
• Describes holistic experience of usingthe product during the whole life cycle
• Emphasis on the context and theinteraction
• Combination of different perspectives:psychological, social, emotional user
• Differs from stronglycognitive tradition of HCI
Modified [Hassenzahl 2003]
Hedonism – AN EXAMPLE (next four slides)
• Happines, joy, satisfaction…• Definitions of happiness:)
a) euforic most of the timeb) pleasantly satisfiedc) absence of serious problems and pains
Hedonism in this context?
apparent product character
pragmatic attributesmanipulation
hedonic attributesstimulation
Identificationevocation
consequences
appeal
pleasure
satisfaction
Context
Coldness/HeatDustNoiceShakingFlying stonesHeavy machines
trafficing
Basic hedonism and ”big machines”
Personal development• Challengin one self• Support for personal development• Support for analysing achievemtns• Flow
Social factors• Sharing results and achievements• Sharing instructions and tips• Having contact to maintenance, collegues,
customers• Or the people important to one self
More hedonism
•Stimulation• Routine tasks need to be balanced withouth
compromising efficiency too much
• Identity and self expression(professionalism)
• Simple vs. impressive & tailorable system• Both ends need to be considered
UX:n third element
• Consequences• Lure the user to spend more time with the
system• Learns to optimize the
processes/system• Learns new ways to do things
• Fancy system – better sales
User Experience Definition
A person's perceptions and responses that result from theuse and/or anticipated use of a product, system or service
ISO 9241-210
Books:Jordan: Designing Pleasurable Products (2002)Norman: Emotional Design (2005)
More on the topic: http://www.allaboutux.org/ux-definitions
Towards wholistic design:User eXperience (UX) design
• In addition to functional features: hedonistic features• Supporting positive emotions, e.g. WOW (surprise)• Self expression, developing oneself, social interaction…
• Design addresses the meaning of context, user values and earlierexperiences
• Multimodal interaction, aesthetics• Interdisciplinary…
[Arhippainen &Tähti, 2003]
One more view on UX Slide by UXUS-project
UX is affected by:User’s internal state, context & system
Hassenzahl & Tractinsky (2006): User Experience – a Research Agenda. Behaviour and Information Technology, Vol. 25, No. 2.Figure according to Roto, V: Web Browsing on Mobile Phones – Characteristics of User Experience, Dissertation in TKK, December 2006.
Hassenzahl (2002, 2003) also distinguishes between ”pragmatic” and ”hedonic” (stimulation, identification, evocation) attributes of the product.
IHTE’s ”UX-definition”
UX and time
[UX white paper]
Differences between usability and userexperience
• Usability is use quality• The effectiveness, efficiency and satisfaction of
using a product• Depends on a context: who, where, when and what
• User experience (UX) is hedonic quality• The goal is to make products more than useful –
attractive (enjoyable) to use• Personal relationship with the product• Peer recommendations, customer loyalty, brand value
Usefulness vs. pleasurability in products
Usefulness Pleasurability
Focus on productivity Focus on satisfaction andproduct bonding
User tries to achieve apractical goal, use isminimized
Use is a goal in itself, evenaddiction created
Product supports user’stasks
Product supports userspersonal goals and needs
Lecture contents
• User eXperience, UX• What is it?
• Frameworks, perspectives• Design principles• Brand image and UX
• Product as a whole: services and relatedproducts
• Usability perspective
• UX lifecycle
Playful User Experience (PLEX)
• Korhonen et al have found a collection of differentexperiences through game research, which can beapplied also to other fields of interactive design
There are alsoPLEX Cards tohelp in design
28.1.2014
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Designing FOR an experience
You can’t design anexperience:
Design things that enable anexperience - make it probablefor certain people in certaincontext
28.1.2014
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If you want good user experience -understand and choose what you are aiming for
Lucero, A., Arrasvuori, J. 2010. PLEX Cards
28.1.2014
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Measuring user experience- AttrakDiff
28 semantic differential from four dimensions:
Pragmatic quality,hedonic quality - identity,hedonic quality – stimulation,and attractiveness.
Hassenzahl, M. et al. 2003
http://www.attrakdiff.de/en/Services/AttrakDiff-Basic/
Lecture contents
• User eXperience, UX• What is it?
• Frameworks, perspectives• Design principles• Brand image and UX
• Product as a whole: services and relatedproducts
• Usability perspective
• UX lifecycle
A complete product (collection)
• Main product• Equipment & software
• Related products• Manual• Cables, I/O –devices• ...
• Services• Installation• Product(/customer) service• Communication services• Content services• ...
Usability of the collection ofproducts
• Main product: main benefit• What related products could be central for its use?
• Product design of the different partsshould be part of the same developmentproject
• When subcontracting, define shared goals• Usability goals similar to the wholeproduct entirety
• Shared instructions for development• Shared UX experts & designers
”Side products”: Manual as an example
• Usage varies a lot• Goal:
• Nobody needs it?• To increase usage and safety• Minimize need for customer support
• Several types: manual books/booklets, videos,multimedia, instructions in the packages,warningsand symbols attached to the product…
• Several target groups (and different manuals for eachgroup): different ”end” users, sales, byers, installers,maintainers, transporters etc.
Value chain as the producer of the total UX
• Parts of the value chaing produce the whole product• Different companies producing their added value• Risk: discontinuous design
Value chain as a producer of UX
• In principle, the value chaing works in co-operation,but mutual competition may occur
• Challenges in controlling the total UX, since nobodyunambiguously owns the end product
• The user can’t (and has no need to) separate thecontributions of different parties
• E.g. mobile phone and mobile web surfing
Mobile web surfing value chain
[Virpi Roto , 2006]
Factors in total UX of Mobile TV
Ergonomics ofthe device
Picture and soundquality
Content offering
Interaction logicsof the device
Visual design
Credibilty of thedata transfer
Commercials
Interaction logicsof the Mobile TV
Using wiresand chargers
Manuals-device-service
User capabilities, expectations,needs etcUse contexts
Installing theservice in the device
Virtual service as a product
• Service is a non-physical product, thatcan be sold many times
• Massage, cleaning• Installation, product support
• Digital service can be copied practicallyin unlimited times
• SMS-service• Mobile TV broadcast• Internet services
”Web2.0” services
• Web 2.0 refers to Web-services, where users activerole and user communities have central role (so calledsocial media)
• E.g.• www.amazon.com• www.facebook.com• www.hotelbooking.com
• The benefit of the service is based on content producedby the users (e.g. book reviews in Amazon)
• Users can be involved in active development of theservice
• Service ”mashups”, combining several servicesproducing added value (e.g. Google maps)
About usability of digital services
• Main goals of the design are the same as for anyinteractive systems:
• Efficiency, effectiveness and subjective satisfaction• Ease of starting the use is a central goal• Novelty, timeliness and data accuracy are central• A communications service requires a critical user mass• Ideally the user does not need to think if (s)he is using a
sercivice or an application• Availability is sometimes an issue, though
• Specific challenge is the operation of the service chain andthe cohesion of the whole system
• Terminology, shared visual design, interaction logics
Systemic usability
• How well digital devices function as functional part of thesystem [VTT/Leena Norros]
• Designing intelligent environments: goal is to supportsmooth interactions between human and technology -”ecology”
• E.g.• Nuclear plant• ”intelligent home”• Intelligent (pervasive)environments
UX of mobile internet
[Roto , 2006]
Lecture contents
• User eXperience, UX• What is it?
• Frameworks, perspectives• Design principles• Brand image and UX
• Product as a whole: services and relatedproducts
• UX lifecycleOfficial reading for the course: The UX white paper:http://www.allaboutux.org/files/UX-WhitePaper.pdfRecommended reading:Dahlsgård, P., Halskov, K. (2006). Real Life Experiences with ExperienceDesign. Proceedings of NordiCHI’06.
UX during the use lifecycle
Abandoningthe product/stoppingthe use
Collecting andcomparing information
purchasing/getting the product
installation/Starting to use
learning
Effective/normal use (or abandoning the product)
”User needs” in different phases
• Collecting and comparing information• User needs to have additional information to compare it to the
marketing material• It should be possible to try out the product or it’s simulation
(in the retail shop or in the Internet)
• Purchasing• Need for trying out the product for long enough• Experience doesn’t form in a brief instant• Salesperson’s objectivity (in UX)
• Wants to sell the latest and the most expensive?• Can explain UX of the product
• Purchasing from the Web• Does the user know what (s)he is really getting?• Product try out (simulation/real)• Does the bying experience itself offer decent UX
”User needs” in different phases
• Installation and starting to use• ”out-of-the-box user experience”• Process of opening the package to getting the product
in use for the first time• Importance of the first impression
• Tactile, sonic, visual experiences…• The smoothoness of installation, important particularly with
digital services• Clarity of the manuals, a quick guide (”how to get started”)
• Learning• Manuals again! Ideally not needed, but if needed, focus on
goals, not features• Wizards, tutorials• Clear terminology and visual appearance• Intuiteveness of the first steps of tasks• Product support with positive attitude available
”User needs” in different phases
• Power use• All classical usability goals: efficiency, effectiveness and
satisfaction• ”short cuts”• Advanced –functionalilities, when the user wants to expand
the functionality• Possibly adaptive user interfaces• Expertice of the maintenance
• Abandoning• Getting the new version of the product• Easy transfer of the contenct from the old product to the new
one (and or emptying the old product)• Recycling
Lecture contents
• User eXperience, UX• What is it?
• Frameworks, perspectives• Design principles• Brand image and UX
• Product as a whole: services and relatedproducts
• Usability perspective
• UX lifecycle Official reading for the course: The UX white paper:http://www.allaboutux.org/files/UX-WhitePaper.pdfRecommended reading:Dahlsgård, P., Halskov, K. (2006). Real Life Experiences with ExperienceDesign. Proceedings of NordiCHI’06.
The brand (tuotemerkki (”brändi”))
• “brand is the symbolic embodiment of all the informationconnected with a product or service. A brand typicallyincludes a name, logo, and other visual elements such asimages, fonts, color schemes, or symbols.
• It also encompasses the set of expectations associatedwith a product or service which typically arise in theminds of people. Such people include employees of thebrand owner, people involved with distribution, sale orsupply of the product or service, and ultimatelyconsumers.”
See also: Kotler, pp. 404-407
Brand and usability
• UX is essential for creating positive associations• Long lasting effect of negative experiences
• Emotional side of the UX is emphasized• Important to maintain positive cycle• Design criteria from the brand perspective: ”Look and feel”
• Also in B2B use the brand has an effect on thedecision makers
“A positive user experience has a direct correlationto positive brand perception.”
http://www.uxmatters.com/MT/archives/000111.php (5.3.2010)
An example of UX:Polar FT80-training computer
Specific:-Product consist of several parts-Modes in UI-Used outside, differenctcircumstances
-Social context-Reading the manual is important-Transferring the data to the
Web-service(polarpersonaltraner.com)
-Usability of the Web-services-Personal product support-Feedback from the product
References
• Dahlsgård, P., Halskov, K. (2006). Real Life Experiences with ExperienceDesign. Proceedings of NordiCHI’06.
• Kankainen, A. (2003). UCPCD: user-centered product concept design,Proceedings of the 2003 conference on Designing for user experiences.
• Forlizzi, J., Battarbee, K. (2004). Aesthetics, ephemerality and experience:Understanding experience in interactive systems, Proceedings of the 2004conference on Designing interactive systems: processes, practices, methods,and techniques DIS '04.
• Rosenbaum et al. (2002). Usability in Practice: User Experience Lifecycle —Evolution and Revolution, Proceedings of CHI 2002, ACM Press.[Huomautus: Tässä artikkelissa UE life cycle = UE development life cycle]
• http://www.uxmatters.com/MT/archives/000111.php (accessed 5.3.2010),Brand experience in user experience design
• Roto, V. (2006). WEB BROWSING ON MOBILE PHONES -CHARACTERISTICS OF USER EXPERIENCE. Doctoral Dissertation, TKK.
• Arhippainen, L., Tähti, M. (2003). Empirical Evaluation of User Experience inTwo Adaptive Mobile Application Prototypes. Proceedings of the 2ndInternational Conference on Mobile and Ubiquitous Multimedia, Norrköping,Sweden.
References
Playful Experiences• Korhonen, H., Montola, M., Arrasvuori, J. Understanding Playful User
Experience Through Digital Games, Proceedings of DPPI09
• Lucero, A. and Arrasvuori, J. 2010. PLEX Cards: a source of inspirationwhen designing for playfulness. In Proc. of Fun and Games '10. ACM, 28-37.DOI= http://doi.acm.org/10.1145/1823818.1823821