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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 1 Human-Centered Technology

28.1.2014 2

About values (paper ): Schwartz s model Schwartz, S.H. and Boehnke, K., Evaluating the structure of human values with confirmatory factor analysis, Journal of Research in Personality, vol. 38, 2004, pp. 230-255 Power: Social status and prestige, control or dominance over people and resources (authority, social power, wealth, preserving my public image) Achievement: Personal success through demonstrating competence according 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, a varied 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 protection for 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 of people 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 for tradition, humble, moderate) Conformity: Restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms (selfdiscipline, 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 HCPro Lecture 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 related products Usability perspective UX lifecycle Official reading for the course: The UX white paper: http://www.allaboutux.org/files/ux-whitepaper.pdf Recommended reading: Dahlsgård, P., Halskov, K. (2006). Real Life Experiences with Experience Design. Proceedings of NordiCHI 06.

User experience (UX) The term became popular in the beginning of 21st century Describes holistic experience of using the product during the whole life cycle Emphasis on the context and the interaction Combination of different perspectives: psychological, social, emotional user Differs from strongly cognitive tradition of HCI Modified [Hassenzahl 2003]

Hedonism AN EXAMPLE (next four slides) Happines, joy, satisfaction Definitions of happiness:) a) euforic most of the time b) pleasantly satisfied c) absence of serious problems and pains

Hedonism in this context? apparent product character pragmatic attributes manipulation hedonic attributes stimulation Identification evocation Context Coldness/Heat Dust Noice Shaking Flying stones consequences appeal pleasure satisfaction Heavy 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 the use and/or anticipated use of a product, system or service ISO 9241-210 More on the topic: http://www.allaboutux.org/ux-definitions Books: Jordan: Designing Pleasurable Products (2002) Norman: Emotional Design (2005)

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 earlier experiences 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 white paper] UX and time

Differences between usability and user experience 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 Focus on productivity User tries to achieve a practical goal, use is minimized Product supports user s tasks Pleasurability Focus on satisfaction and product bonding Use is a goal in itself, even addiction created Product supports users personal 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 related products Usability perspective UX lifecycle

Playful User Experience (PLEX) Korhonen et al have found a collection of different experiences through game research, which can be applied also to other fields of interactive design There are also PLEX Cards to help in design

Designing FOR an experience 23 You can t design an experience: Design things that enable an experience - make it probable for certain people in certain context 28.1.2014

If you want good user experience - understand and choose what you are aiming for 24 Lucero, A., Arrasvuori, J. 2010. PLEX Cards 28.1.2014

Measuring user experience - AttrakDiff Hassenzahl, M. et al. 2003 25 28 semantic differential from four dimensions: Pragmatic quality, hedonic quality - identity, hedonic quality stimulation, and attractiveness. http://www.attrakdiff.de/en/services/attrakdiff-basic/ 28.1.2014

Lecture contents User experience, UX What is it? Frameworks, perspectives Design principles Brand image and UX Product as a whole: services and related products 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 of products Main product: main benefit What related products could be central for its use? Product design of the different parts should be part of the same development project When subcontracting, define shared goals Usability goals similar to the whole product 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,warnings and symbols attached to the product Several target groups (and different manuals for each group): 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 nobody unambiguously owns the end product The user can t (and has no need to) separate the contributions 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 Interaction logics of the Mobile TV Visual design Content offering Picture and sound quality Interaction logics of the device Manuals -device -service User capabilities, expectations, needs etc Use contexts Commercials Credibilty of the data transfer Ergonomics of the device Using wires and chargers Installing the service in the device

Virtual service as a product Service is a non-physical product, that can be sold many times Massage, cleaning Installation, product support Digital service can be copied practically in unlimited times SMS-service Mobile TV broadcast Internet services

Web2.0 services Web 2.0 refers to Web-services, where users active role and user communities have central role (so called social media) E.g. www.amazon.com www.facebook.com www.hotelbooking.com The benefit of the service is based on content produced by the users (e.g. book reviews in Amazon) Users can be involved in active development of the service Service mashups, combining several services producing added value (e.g. Google maps)

About usability of digital services Main goals of the design are the same as for any interactive 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 and the cohesion of the whole system Terminology, shared visual design, interaction logics

Systemic usability How well digital devices function as functional part of the system [VTT/Leena Norros] Designing intelligent environments: goal is to support smooth interactions between human and technology - ecology E.g. Nuclear plant intelligent home Intelligent (pervasive) environments

[Roto, 2006] UX of mobile internet

Lecture contents User experience, UX What is it? Frameworks, perspectives Design principles Brand image and UX Product as a whole: services and related products UX lifecycle Official reading for the course: The UX white paper: http://www.allaboutux.org/files/ux-whitepaper.pdf Recommended reading: Dahlsgård, P., Halskov, K. (2006). Real Life Experiences with Experience Design. Proceedings of NordiCHI 06.

UX during the use lifecycle Abandoning the product/ stopping the use Collecting and comparing 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

The brand (tuotemerkki ( brändi )) brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes, or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers. 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 the decision makers A positive user experience has a direct correlation to 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, differenct circumstances -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 Experience Design. 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 2004 conference 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 in Two Adaptive Mobile Application Prototypes. Proceedings of the 2nd International 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 inspiration when designing for playfulness. In Proc. of Fun and Games '10. ACM, 28-37. DOI= http://doi.acm.org/10.1145/1823818.1823821