1. Research on
User X.perience
TOH YANG XUAN, KEN
HUMAN COMPUTER INTERACTION

2. WHAT IS USER EXPERIENCE?

3. OBJECTIVE:
Framework to explain
“What is User Experience”

4. Agenda

5. “a person’s perceptions and
responses that result from the
use and/or anticipated use of a
product, system or service”
DIN EN ISO 9241-210

6. Desktop
Laptop
Mobile
Tablets
Smart
Watch
Smart
Glasses
Smart
Fridge
Smart TV
Smart Car
…

10. Why UX is too Abstract
• UX is associated with too many fuzzy and dynamic theories such as emotions,
affect, experiential, hedonic and aesthetic;
• The unit of analysis for UX is too malleable, it can range from a single aspect of
individual interaction to multiple end-users interactions; and
• Fragmented and complicated by diverse theoretical models
Law et al (2009)

11. Definitions
• User: a person or thing that uses something
• Experience (noun): the process of doing and seeing things and of having things
happen to you
• Experience (verb): to do or see (something) or have (something) happen to
you: to feel or be affected by (something)
Merriam Webster Dictionary:

12. Why UX is too Abstract
• UX is associated with too many fuzzy and dynamic theories such as emotions,
affect, experiential, hedonic and aesthetic;
• The unit of analysis for UX is too malleable, it can range from a single aspect of
individual interaction to multiple end-users interactions; and
• Fragmented and complicated by diverse theoretical models
Law et al (2009)

13. Scientific Explanation of Experience
Evaluation
Evaluation
Evaluation
Start State
Intermediate States
End State
Experience
Soman D (2003)

17. Various Models of UX
HASSENZAHL M. and TRACTINSKY N (2004)

18. Various Models of UX
Forlizzi and Battarbee (2004)

19. Various Models of UX
Schulze K and Kroemker H (2012)

20. Various Models of UX
Law et al (2009)

21. Proposed Framework
Intermediate
States
Start State
Intention to Use
End State
During Use
After Use
Anticipated Use
Prospective
Evaluation
At The Moment
Evaluations
USER EXPERIENCE
Retrospective
Evaluation

22. Proposed Framework
Intermediate
States
End
State
Anticipated Use
During Use
After
Use
Prospective
Evaluation
At The Moment
Evaluations
Retrospective
Evaluation
Start State
Impact
Impact
Intention to
Use
Affect
Other Experiences
Brand
Event
Face to Face
Marketing
AN USER EXPERIENCE
results in
Reflected Product Quality
Usefulness
Usability
Attractiveness

23. Proposed Framework
Intermediate
States
Start State
Usable
Useful
Attractive
Psychological
needs
Intention to
Use
Anticipated Use
During Use
End
State
Fluent
Cognitive
Expressive
After
Use
Impact
Impact
Prospective
Evaluation
At The Moment
Evaluations
Affect
Retrospective
Evaluation
results in
Other Experiences
Brand
Event
Face to Face
Marketing
AN USER EXPERIENCE
Reflected Product Quality
Usefulness
Usability
Attractiveness

24. Mock-Up Case Study
• John, 24 years old is a part time tutor.
• One day, he saw a dirty flyer stick onto a lamp post, stating “We are looking for
the best tutor at our e-marketplace”.
• Curious about the idea of having a local marketplace to find clients, he went
home and logged into the site.
• He is surprised to saw a beautifully designed website that looks state-of-theart. He is then surprised again, knowing that he need to pay a monthly fee of
$50 per month to join the e-marketplace.
• He browses a few more minutes before exiting the website to consider for a
few more days.

25. Mock-Up Case Study
• John, 24 years old is a part time tutor.
• One day, he saw a dirty flyer stick onto a lamp post, stating “We are looking for
the best tutor at our e-marketplace”.
• Curious about the idea of having a local marketplace to find clients, he went
home and logged into the site.
• He is surprised to saw a beautifully designed website that looks state-of-theart. He is then surprised again, knowing that he need to pay a monthly fee of
$50 per month to join the e-marketplace.
• He browses a few more minutes before exiting the website to consider for a
few more days.

26. Mock-Up Case Study
• The initial touch point is when he
saw the notice in the form of a
flyer stickled onto a lamp post.
• The experience he has, would
result in having a prospective
evaluation that the website will
not be anything premium and just
a simple free marketplace for him
to find client.
• So before even using the website,
he already forms an initial
perspective about he is going into.
Intention to
Use
Impact
Other Experiences
Brand
Event
Face to Face
Marketing
Anticipated Use
Prospective
Evaluation

27. Mock-Up Case Study
• During the use of the website, he
forms another evaluation, noting
the beautiful design, which totally
distorts his initial evaluation that
this is a “cheap website”.
• When he realised that for him to
use the platform, he is required to
pay $50 per month which form
another at-the-moment
evaluation.
Psychological
needs
Usable
Useful
Attractive
During Use
At The Moment
Evaluations
Fluent
Cognitive
Expressive

28. Mock-Up Case Study
• He is unable to realise the actual
benefits of the marketplace and
decided to put off the decision to
sign up on another day.
• If he should intent to visit the site
again, he will already have a
prospective evaluation based on
this current experience, which is a
retrospective view.
After
Use
Anticipated Use
Retrospective
Evaluation
results in
Reflected Product Quality
Usefulness
Usability
Attractiveness

29. Conclusion
• User Experience should have a focused scope of people who are actually using
the product or service.
• Anything else should be considered outside of User Experience. We proposed
a new coined term “Total Experience” which is a summation of User
Experience + Non User Experience.
• These will clearly differentiate the experience can be from the usage of the
products/ services and non-usages of the products/services.

30. Conclusion
• Experience is a process, which has a temporal dimension to it. So everything in
relation to explaining what experience is should include a temporal dimension
to the explanation, to make sense and inject more clarity.
• Practitioners also need to understand the basic fundamental that users do not
only evaluate experience at the end of the use. Users can evaluate experience
“at the moments of use”, prospective or retrospective, which may depends on
the actual purpose of the usage.
• It aligns well with the above point that temporal perspective is important as it
provides a framework for designers to consider evaluations at different stages
of use.

31. Review
• Unproven Framework with lack of empirical data to back the credibility

32. THANK YOU