EM TOOL Group Big Bang

Agenda

1. Introduction2. Creation3. Conclusion4. Other findings5. Limitation

1.introductionBackgrou

nd

Background

“We as human beings tend to place human characteristics on the things we buy. “

—Jeff Werness, senior interaction designer at Acquity Group

Background

Ultimate Goal

Create tools that can measure emotions users’ experienced when using productivity apps.

Goal

• Understand what emotions users experience in their use of Evernote.

• Create tools that can measure the emotional factors of the UX in Evernote.

• Hopefully the results can be applied to develop marketing strategy.

• Improve emotional connection with users of products /Evernote.

Method

Focus Group－ Card sorting

Survey－ Questionnaire

Literature Review

Identify Emotion Focus group Questionnaire

2.Creation

Carroll E. Izard Paul Ekman Silvan

TomkinsRobert Plutchik

The Book of Rites Buddhism

Joy Happiness Joy Joy 喜 喜Surprise Surprise Surprise SurpriseFear Fear Fear Fear 懼 懼Anger Anger Anger Anger 怒 怒Disgust Disgust Disgust Disgust 惡 憎Sadness Sadness Distress Sadness 哀 憂Contempt Dissmell Anticipation 愛 愛Guilt Shame Trust 慾 慾Anxiety InterestShyness

Joy Surprise Fear Disgust Anger Sadness

Indentify Emotions

Plutchik’s wheel of emotions (1980)

Indentify Emotions

Joy Surprise Fear Disgust Anger SadnessEcstasy Amazement Terror Loathin

g Rage Grief

Serenity

Distraction

Apprehension

Boredom

Annoyance

Pensiveness

Indentify Emotions

Desmet’s positive emotion model (2012)

Positive Emotions

Sympathy, kindness, respect, love, admiration, dreaminess, lust, desire, worship, euphoria, joy, amusement, hope, anticipation, surprise, energized, courage, pride, confidence, inspiration, enchantment, fascination, relief, relaxation, satisfaction

Indentify Emotions

Joy Surprise Fear Disgust Anger Sadness

Ecstasy Amazement Terror Loathin

g Rage Grief

Serenity Distraction

Apprehension

Boredom

Annoyance

Pensiveness

Trust Anticipation

Admiration Vigilance

Acceptance Interest

MethodIndentify Emotions

愉快 驚奇 恐懼 厭惡 惱怒 哀傷 信賴 期待

狂喜 驚恐 懼怕 憎恨 狂怒 悲痛 崇拜 警惕

滿足 渙散 憂慮 厭煩 煩惱 憂鬱 接納 好奇

Huang (2007)

Translation

愉快 驚奇 恐懼 厭惡 惱怒 沮喪 信賴 期待

狂喜 驚恐 糾結 憎恨 狂怒 悲痛 膜拜 好奇

滿足 渙散 焦慮 不屑 煩躁 鬱悶 接納 新鮮

滿意 困惑 緊張 抵觸 憤怒 內疚不明覺厲

興奮 有壓力 反感 失望 安心

Brainstorming

Identify Emotion Focus Group Questionnaire

2.Creation

1. pilot test->32. rounds of focus groups->4+4– Light– Average– Heavy – Hong Kong & Mainland China

Focus Group

5. Create cluster of related emotions;6. Identify unclear emotion words;7. Add emotions if cannot find suitable ones.

Pilot

1. Interview2. Select emotion cards3. Narrow down to top6 & explain 4. Categorize emotions as positive & negative

愉快 驚奇 恐懼 厭惡 惱怒 沮喪 信賴 期待

狂喜 驚恐 糾結 憎恨 狂怒 悲痛 膜拜 好奇

滿足 渙散 焦慮 不屑 煩躁 鬱悶 接納 新鮮

滿意 困惑 緊張 抵觸 憤怒 內疚不明覺厲

興奮有壓力

反感 失望 安心跟風 坑爹

愉快 驚奇 恐懼 厭惡 惱怒 沮喪 信賴 期待

狂喜 驚恐 糾結 憎恨 狂怒 悲痛 崇拜 好奇

滿足 困惑 焦慮 不屑 煩躁 鬱悶不明覺厲

新鮮

滿意 緊張 抵觸 憤怒 內疚 熟悉

興奮 跟風 反感 坑爹 失望 轻松

顯擺

Pilot

1. Interview2. Select emotion cards3. Narrow down to top6 & explain 4. Categorize emotions as positive & negative

Focus Group-Process

Emotions Recognized

Positive emotions 愉快、满意、新鲜、信赖、兴奋、期

待、惊奇、熟悉、好奇

Negative emotions 烦躁、跟风、纠结、显摆、焦虑、失

望、困惑、抵触、膜拜、不明觉厉、沮丧、郁闷

Ranking Emotions Percentage

No.1 期待(Anticipation)

50

No.1 信赖 (Trust) 50

No.3 愉快 (Joy) 37.5

No.3 烦躁(Irritation)

37.5

No.3 跟风(Stressful)

37.5

No.6 抵触(Rejection)

25

Focus Group Data Analysis

期待(Anticipation

)

信赖 (Trust) 烦躁(Irritation)

愉快 (Joy) 跟风(Stressful)

抵触(Rejection)

Per-centage

50 50 37.5 37.5 37.5 25

5

15

25

35

45

55

Identify Emotion Focus Group Questionnaire

2.Creation

1. Develop scales and questions

2. Pilot test3. Revise4. Release

Develop Questionnaire

Survey Data Analysis

期待(Anticipati

on)

愉快 (Joy) 信赖(Trust)

跟风(Stressful)

抵触(Rejection)

烦躁(Irritation)

Aver-age

3.85 3.5417 3.15 3.1481 2.6667 2.5185

0.250.751.251.752.252.753.253.754.25

Emotions Cronbach’s Alpha

愉快 (Joy) .928

烦躁 (Irritation) .855

抵触 (Rejection) .845

信赖 (Trust) .733

跟风 (Stressful) .716

期待 (Anticipation) .701

Ranking Emotions Average

No.1 期待 (Anticipation) 3.85

No.2 愉快 (Joy) 3.5417

No.3 信赖 (Trust) 3.15

No.4 跟风 (Stressful) 3.1481

No.5 抵触 (Rejection) 2.6667

No.6 烦躁 (Irritation) 2.5185

EM tool EM tool application

3.Conclusion

Compare resultsQualitative

Quantitative

EM TOOL

EM tool EM tool application

3.Conclusion

Russell (1999)

Circumplex Model

Emotions distribution analysis

prototype of the template

Distributions of Evernote’s user emotions

Emotion Chain

Psychologist UlricNeisser(1963)

Cope the negative emotions;Find the trigger

Propose the solutions

Example of Emotion Chain

4. Other findings Frequency X Total

emotions Gender X Total

emotions

Frequency X Total emotions

69%

28%

3%

Percentage of Using Frequency

菜鸟级 进阶级 高手级

期待 信赖 愉快 跟风 烦躁 抵触0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

菜鸟级进阶级高手级

Gender X Total emotions

Female

Male

Gender X Total emotions

期待 愉快 抵触 信赖 烦躁 跟风0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

FemaleMale

5.Limitations

Card color

Small-size samples

Different understanding of emotion words

Sample representation

Time limited

Limitation

Q&AThank you