HCPro Lecture 5 (28.1.2014) · 2014-01-28 · HCPro Lecture 5 (28.1.2014) Discussion on the paper ”Differentiation in the cloud…” by Sirotkin et al. =>Quick peek on Values by

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





• 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





• 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




• 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


• 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


• 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





• 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

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HCPro Lecture 5 (28.1.2014) · 2014-01-28 · HCPro Lecture 5 (28.1.2014) Discussion on the paper ”Differentiation in the cloud…” by Sirotkin et al. =>Quick peek on Values by