Designing with an emotional awareness of the ux

Designing with an Emotional
Awareness of the User Experience
Thursday, July 11, 2013
Amanda Davis and Lydia Sankey
© Copyright Amanda Davis Lydia Sankey

•  Introduction
•  Emotion in the User Experience
•  Case Study
•  Practitioner Take Aways
Agenda
Overview

Employment
Charles River Analytics,
Cambridge, MA
Education
Bentley University, HFID MS
Wellesley College, BA
Amanda Davis and Lydia Sankey
Introduction
Employment
iFactory,
Boston, MA
Education
Bentley University, HFID MS
Cornell University, BS

Emotion in the User Experience

scary
happy
sad
excited
fun
dull
useful
intimidating
stressful
approachable
engaging
helpful

What is Emotion in UX?
frustration

What is Emotion in UX?
frustration
pleasure
joy
surprise
disruptive
sad
nervous
proud
hopeful
afraid
excited
sorry
interest
satisfaction

Episode of interrelated, synchronized changes
in the states of all or most of the ﬁve
organismic subsystems in response to the
evaluation of an external or internal stimulus
event as relevant to major concerns of the
organism
(Scherer, 1987, 2001)
A formal definition

•  To evoke positive emotions to attract and retain clients
•  To design with an awareness of the emotional state of users
•  To engage users and get them excited about our product
Why do we care?

Emotional Design
Aarron Walter, Designing for Emotion

Self-reported responses to assess individual participants
•  Open-ended formats
•  Affective feedback tools
Emotional Assessment

Goal
To have an enhanced picture of
the emotional user experience

Case Study

Client: All Terrain
Goals:
•  Understand consumer engagement
•  Make recommendations
Background
Case Study

Case Study: Research Tools

•  Electrodermal activity sensors
•  Eye tracking
•  Microsoft Product Reaction Cards
•  Net promoter scores
•  Think-aloud protocol
What methods did we to apply?

Technology:
Wireless biosensor that measures
Electrodermal Activity (EDA)
Electrodermal activity sensors
Company:
Affectiva

Advantage:
Pinpoint & measure
emotional engagement
Electrodermal activity sensors (con’t)
Metrics:
EDA – average
and peaks

Technology:
Binocular tracking &
HD camera capture
Eye tracking
Company:
SMI (SensoMotoric
Instruments)

Advantage:
Pinpoint and measure areas of interest
Eye tracking (con’t)
Metrics:
Statistics and
Visualizations

Technology:
A set of 118 words
Creator:
Joey Benedek and Trish Miner
(Microsoft)
Microsoft Product Reaction Cards

Advantage:
Gauge the type of emotional
response
Metrics:
Words chosen
Microsoft Product Reaction Cards (con’t)

Technology:
Participant likelihood of recommendation
Creator:
Fred Reichheld article
Advantage:
Compare performance across products and time
Net Promoter Score (NPS)

Metrics:
Net Promoter Score (NPS) (con’t)
Image from www.netpromoter.com

Technology:
Verbal reporting by participants
Creator:
Introduced to usability by Clayton Lewis
Advantage:
Deeper understanding of participant’s thought process
Metrics:
Analysis of trends
Think Aloud Protocol

Case Study: Method

Participants & Tasks
Case Study: Method
Participants: Ten mothers with children living at home
Section 1: Choose sunscreen products from a shelf
Section 2: Choose insect repellent products from a shelf
!

Tasks (con’t)
Case Study: Method
Tools (Sections 1 & 2):
Q Sensor
Eye Tracking
Glasses
Think Aloud
NPS

Tasks (con’t)
Case Study: Method
Section 3: Perform tasks on Website A
Section 4: Perform tasks on Website B
!

Tasks (con’t)
Case Study: Method
Tools (Sections 3 & 4):
Q Sensor
Eye Tracking
Monitor
NPS
Think Aloud
MPRC

Tasks (con’t)
Case Study: Method
Section 5: View 4 ad images

Tasks (con’t)
Case Study: Method
Tools (Section 5):
Q Sensor
Eye Tracking
Monitor
Think Aloud

Case Study: Results

Data Analysis
Results
Peaks in EDA + +Eye Tracking Qualitative

Data Analysis
Results
Q Score + MPRC

Data Analysis
Results
MPRC + +NPS Qualitative

Data Analysis
Results
Eye Tracking
Aggregation

Data Analysis
Results
Q Score + MPRC
Peaks in EDA + +Eye Tracking Qualitative
MPRC + +NPS Qualitative
Eye Tracking
Aggregation

Finding 1
Results
Finding: “Natural” triggers response
Recommendation: Be clear about the “naturalness”

Finding 2
Results
Finding: Safety is a big concern
Recommendation: Clearly state how product protects

Finding 3
Results
Finding: Brand not
prominent
Recommendation: Make
logo larger and more
prominent

Finding 4
Results
Finding: “Top Rated” gets attention
Recommendation: Clearly highlight award

Finding 5
Results

Practitioner Take Away

What we learned
•  Triangulation of data sources is important
•  Emotion is important
•  Emotions understood through:
o  Objective measurement
o  Qualification of emotion type
o  Identification of trigger moments
o  Comparison across tasks

What’s the take away?
•  Use multiple tools
•  Combine data sources
•  Explore combinations, including:
o  EEG
o  Facial Expression Software

Summary
•  Emotions are key
•  Move beyond usability
•  Assess the emotional quality

Everything has a personality: everything sends an
emotional signal. Even where this was not the
intention of the designer, the people who view the
website infer personalities and experience
emotions….we need to design things – products,
websites, services – to convey whatever
personality and emotions are desired.
– Don Norman

Contact Us:
Special Thanks to:
Amanda Davis Lydia Sankey
adavis@cra.com lydia@ifactory.com
@MandiDavisUX @LydiaSankey
mandidavis.com lydiasankey.com

Designing with an emotional awareness of the ux

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