Experience Design

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Experience Design

• Dhaval Vyas
• dvyas_at_few.vu.nl
• Room T-304

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Different Approaches to Experience Design

1. Cultural Probes A technique to gather users
   aspirations and needs at an early stage of system
   design. Bill Gaver, Tony Dunne Elena Pacenti.
   (1999)
2. Four Pleasures A design concept to provide
   pleasurable experiences in systems. Patrick
   Jordan. (2000)
3. Technology as Experience A framework to
   analyse experience of a system. John McCarthy
   Peter Wright. (2004)

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1. Cultural Probes
Gaver et. al (1999)
First used in the EU funded Presence Project for
exploring technologies to increase the presence
of the elderly in their local communities.

• Probes A package of maps, postcards, camera,
  pictures, media diary, etc.
• Probes are specifically designed material
  packages given to the potential users to document
  their private lives, attitudes, aspirations,
  contexts and experiences.
• Design/art oriented approach was used then an
  engineering/science oriented, i.e. the focus was
  more on users subjective values then objective
  needs

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1. Cultural Probes
Gaver et. al (1999)
Gathered Data
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1. Cultural Probes
Gaver et. al (1999)
Final Designs
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2. Four Pleasure (Pat Jordan)

• Pleasure the condition of consciousness or
  sensation induced by the enjoyment or
  anticipation of what is felt or viewed as good or
  desirable enjoyment, delight, gratification. The
  opposite of pain.
• Pleasure in Products
• The Practical, Emotional and Hedonic Benefits
  Associated with Products

• Practical Benefits
• Outcome of tasks performed on the products, i.e.
  functional benefits
• E.g. with a washing machine, practical benefits
  are fresh clean clothes

• Emotional Benefits
• when the product affects the mood of users.
• E.g. using a computer game can be exciting and
  fun
• E.g. self confidence on wearing new suit

• Hedonic Benefits
• Sensory and aesthetic pleasure associated with
  the product.
• E.g. appreciating the good look and feel of Apple
  iPod

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2. Four Pleasure (Pat Jordan)

• The Four Pleasures
• A Framework for considering Pleasure with
  Products
• Physio-pleasure
• Socio-Pleasure
• Ideo-Pleasure
• Psycho-Pleasure

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2. Four Pleasure (Pat Jordan)

• Physio-pleasure
• Pleasure derived from body and the sensory organs
• Touch, test, smell, etc.
• Tactile Pleasure Telephone handset, Remote
  control
• Olfactory Pleasure Smell inside a new car

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2. Four Pleasure (Pat Jordan)

• Socio-Pleasure
• Pleasure driven from the relationships with
  others, may it be friends, family, loved ones,
  colleagues, or the society as a whole
• Products that facilitates social interaction
  Mobile phones, internet chat, SMS, etc.
• Products that represents your image in social
  contexts

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2. Four Pleasure (Pat Jordan)

• Ideo-Pleasure
• About peoples taste, values aspirations
• Taste for specific colour, shape, style or
  pattern
• Value philosophical or religious ethics love
  for environment, etc. (e.g. Toyota)
• Aspirations what people hope to become or want
  to see themselves as e.g. good career, wealthy.

Toyota Environment Friendly Car
Specific choice for Harley Davidson Motor Bikes
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2. Four Pleasure (Pat Jordan)

• Psycho-Pleasure
• Comes from peoples mental or emotional
  reactions.
• The productive goals related with the system
• E.g. being able to use the word processor easily
  and produce the required documents could lead to
  psycho-pleasure.

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3. Technology as Experience
McCarthy Wright (2004)

• Four Threads of Experience
• Compositional How do the elements of an
  experience fit together to form a coherent whole?
  
• Emotional What emotions color the experience for
  us?
• Spatio-temporal What effects do place and time
  have on our experience?
• Sensual What does the design and texture and the
  overall atmosphere make us feel?

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3. Technology as Experience
McCarthy Wright (2004)

• Anticipating We never come to technology
  unprejudiced
• Connecting We make a judgement in an instant and
  without much thought
• Interpreting We work out whats going on and how
  we work out
• Reflecting We examine and evaluate whats
  happening in an interaction
• Appropriating We work out how a new experience
  fits with other experiences we have had and with
  our sense of self
• Recounting We enjoy storytelling and make sense
  of experience in stories.

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3. Technology as Experience
McCarthy Wright (2004)

• Used this framework on the products of Virgin
  Brand..
• Virgin Website, Virgin Mobile, Virgin
  Mega-stores, etc.
• Procedure
• First, introduced the framework to the
  participants and provided them with a notebook
  -come- checklist
• In the notebook, the page was divided into
  sections corresponding to the sense making
  processes (e.g. anticipating connecting,
  interpreting etc.) and it was accompanied by a
  checklist of concepts and guide words from the
  framework
• Participants were then asked to go off and have
  their virgin experiences.
• In addition to their diary, they provided an oral
  account during a one-on-one debriefing afterwards
  
• The gathered data facilitated the construction of
  a narrative of the experience that would engage
  with the concepts of the framework

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3. Technology as Experience
McCarthy Wright (2004)

• Example Data
• Anticipating (before)
• Expect to find what I am looking for. Environment
  likely to be young, lively, loud music, packed
  full of products, very visible virgin branding.
• Expect things to be ordered in a certain way,
  e.g. Pop, Classical, RB etc. grouped together.
• Anticipation (during)
• Surprised that singles were not on main floor,
  surprised to find shop opens onto Coffee
  Republic' surprised by depth of product range
• Connecting, interpreting, reflecting
• First impressions confirmed what I had
  anticipated. Shop was spacious and airy, which I
  was surprised about. Experience starts from
  moment you walk in the door .felt relaxed in
  shop. There is no logic to the layout in the
  shop dont think that they want you simply to
  walk in buy something and walk out again. I feel
  in control. The only thing I was disappointed
  about was price- I expected Virgin to be cheaper.
  
• Recounting
• I would tell people to shop there, but would warn
  them that they might find the same thing cheaper
  elsewhere.

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Lets have a Practical Example
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Persona as an Approach to Experience Design

• Product Portable Music Player
• Target Group Teenage Girls

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Persona as an Approach to Experience Design

• Persona

Gabriella Mendez
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Gabriella Mendez

• 18 year old student
• living in Barcelona
• studying music in high-school
• very ambitious and wants make a career in the
  music industry
• loves RB, Hip-hop and Ragge music and has music
  CDs of almost all RB stars.
• staying at the school hostel but keeps regular
  contact with her parents
• whenever in her room, she always listens to music
  on her computer. Her room is full of posters of
  movie/pop stars.
• keen sports player an active member of the
  schools basketball team
• cares for her fitness, sometimes goes out for
  drinks with team-mates
• dating Carlos, an 18 year old student in the same
  school
• eating out at restaurants and going to the
  musical shows
• friends slightly envious of her lifestyle

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Physio-Product Characters

• Feels good in the hand
• Easy to carry around
• Fits well and comfortably inside her pocket
• Operable without causing damage to fingernails
• Should have aesthetic looks

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Socio-Product Characters

• Should convey her socio-economic cultural
  status
• Should convey her interests in music
• Should be competitive amongst her friend circle

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Psycho-Product Characters

• Supports quick and intuitive operations
• Good quality music
• Personalization of music
• Durable Batteries

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Ideo-Product Characters

• Gives aesthetic pleasure
• Reflects users femininity
• Environmentally friendly (not too noisy for
  others)

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Gabriellas Portable Music Player

• Socio-Product Characters
• Should convey her socio-economic cultural
  status
• Should convey her interests in music
• Should be competitive amongst her friend circle

• Physio-Product Characters
• Feels good in the hand
• Easy to carry around
• Fits well and comfortably inside her pocket
• Operable without causing damage to fingernails
• Should have aesthetic looks

• Ideo-Product Characters
• Gives aesthetic pleasure
• Reflects users femininity
• Environmentally friendly (not too noisy for
  others)

• Psycho-Product Characters
• Supports quick and intuitive operations
• Good quality music
• Personalization of music
• Durable Batteries

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Student Exercise

• Develop product benefit specification for your
  problems
• Work in Groups
• Student Discussion

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Thank You !

• Further questions and queries are welcome.
• Dhaval Vyas
• Room T-304, Informatica Section
• dvyas_at_few.vu.nl