characterizing the emotional impacts of haptic-enhanced mobile media
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© 2013 Immersion Corporation - Confidential
Characterizing the emotional impacts of haptic-enhanced mobile mediaAmaya Becvar Weddle, Ph.D. | UX Research
ManagerImmersion Corporation, San Jose, CA
UXPA 201312 JULY
© 2013 Immersion Corporation - Confidential
What is ‘haptics?’
2
Haptic interfaces simulate real-world tactile interactions
Feeling a real bump on a surface
Feeling a haptic simulation of a bump on a surface
Vs.
The study of how people sense their environment through touch
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Immersion Haptic Technology
3OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
A UX Value of Haptics = Realism
Multimodal experiences feel more realistic and immersive
Haptics can reinforce the illusion of tangible reality
Interactions feel natural and intuitive
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Realism
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Haptic Video Enhancement Feature
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Haptic effects generated from audio signal in real-time
Audio signal source
Haptic output
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
Immersion’s “Reverb” feature
Low frequency, high amplitude
© 2013 Immersion Corporation - Confidential
Mobile video consumption is on the rise
The overall time spent watching video on mobile devices (tablets & smartphones) grew by 19% in Q1 2013*
*Ooyala Global Video Index Report, June 2013
© 2013 Immersion Corporation - Confidential
© 2013 Immersion Corporation - Confidential
© 2013 Immersion Corporation - Confidential
How does haptic-enhancement impact the video viewing experience?
© 2013 Immersion Corporation - Confidential
Hypothesis
Mobile video enhanced by haptics is more realistic, immersive, and emotionally involving.
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Approach
Compare emotional response to haptic-enhanced videos versus control videos with no haptics.
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
What do we mean by emotional response?
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Valence
Aro
usa
l
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - ConfidentialOVERVIEW | EMOTION| USER STUDY| RESULTS|
TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Why is emotion important in UX?
In some contexts, usability is less relevant.Sometimes, two experiences are comparable
usability-wise, but not emotionally*.Emotion is always part of human experience.*Agarwal, Anshu, and Andrew Meyer. "Beyond usability: evaluating emotional response as an integral part of the user experience." CHI'09 Extended Abstracts on Human Factors in Computing Systems. ACM, 2009.
© 2013 Immersion Corporation - Confidential
How can we measure emotional response
in UX studies?
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Two methods:1. Self-report2. Physiological measurements
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Two methods:1. Self-report2. Physiological measurements
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Self-ReportAffect Grid
Emo-cards
Product Reaction Cards
Wells R Scale
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Self-ReportAffect Grid
Emo-cards
Product Reaction Cards
Wells R Scale
Russell, James A., Anna Weiss, and Gerald A. Mendelsohn. "Affect grid: a single-item scale of pleasure and arousal." Journal of Personality and Social psychology 57.3 (1989): 493.Benedek, J., & Miner, T. (2002). Measuring desirability: New methods for evaluating desirability in a usability lab setting. Proceedings of UPA 2002 Conference, Orlando, FL, July 8-12, 2002. Desmet, Pieter, Kees Overbeeke, and Stefan Tax. "Designing Products with Added Emotional Value: Development and Appllcation of an Approach for Research Through Design." The design journal 4.1 (2001): 32-47.Wells, W. D. (1986). Three useful ideas. In R. J. Lutz (Ed.), Advances in ConsumerResearch (Vol. 13, pp. 9–12). Provo, UT: Association for ConsumerResearch. OVERVIEW | EMOTION| USER STUDY| RESULTS|
TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Self-ReportAffect Grid
Emo-cards
Product Reaction Cards
Wells R Scale
Russell, James A., Anna Weiss, and Gerald A. Mendelsohn. "Affect grid: a single-item scale of pleasure and arousal." Journal of Personality and Social psychology 57.3 (1989): 493.Benedek, J., & Miner, T. (2002). Measuring desirability: New methods for evaluating desirability in a usability lab setting. Proceedings of UPA 2002 Conference, Orlando, FL, July 8-12, 2002. Desmet, Pieter, Kees Overbeeke, and Stefan Tax. "Designing Products with Added Emotional Value: Development and Appllcation of an Approach for Research Through Design." The design journal 4.1 (2001): 32-47.Wells, W. D. (1986). Three useful ideas. In R. J. Lutz (Ed.), Advances in ConsumerResearch (Vol. 13, pp. 9–12). Provo, UT: Association for ConsumerResearch. OVERVIEW | EMOTION| USER STUDY| RESULTS|
TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Self-ReportAffect Grid
Emo-cards
Product Reaction Cards
Wells R Scale
Russell, James A., Anna Weiss, and Gerald A. Mendelsohn. "Affect grid: a single-item scale of pleasure and arousal." Journal of Personality and Social psychology 57.3 (1989): 493.Benedek, J., & Miner, T. (2002). Measuring desirability: New methods for evaluating desirability in a usability lab setting. Proceedings of UPA 2002 Conference, Orlando, FL, July 8-12, 2002. Desmet, Pieter, Kees Overbeeke, and Stefan Tax. "Designing Products with Added Emotional Value: Development and Appllcation of an Approach for Research Through Design." The design journal 4.1 (2001): 32-47.Wells, W. D. (1986). Three useful ideas. In R. J. Lutz (Ed.), Advances in ConsumerResearch (Vol. 13, pp. 9–12). Provo, UT: Association for ConsumerResearch. OVERVIEW | EMOTION| USER STUDY| RESULTS|
TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Self Report – Affect Grid
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Self Report – Affect Grid
x
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Self Report – Affect Grid
x
Participants seem to learn to use Affect Grid quickly & intuitively
Possible to derive quantitative measures of two dimensions of emotion, allowing for statistical comparisons
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Self Report – Wells R ScaleEmotional Involvement & “Being There”
“I felt like I was right there in the video, experiencing the situation.”“I really got involved in the emotions provoked by the video.”
Typically used to assess audience involvement in advertising messages
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Two methods:1. Self-report2. Physiological measurements
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Physiological Measurements
Electrodermal Response
Heart Rate
Facial Expression
Temperature
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Physiological Measurements
Electrodermal Response
Heart Rate
Facial Expression
Temperature
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Physiological Measurements
Electrodermal Response• Measure of physiological arousal• # of “peaks” increase in
heightened arousal state
videos viewed on HD phoneSCR
Q SensorAffectiva, Inc.
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Study Design
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© 2013 Immersion Corporation - Confidential
23 participantsGender balancedOwn Android or iOS device 2 years old or lessAll watch media on smartphone or tablet regularly (2-3 times/week)
Study Participants
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS©2013 Immersion Corporation - Confidential
© 2013 Immersion Corporation - Confidential
Test Content
Movie Trailers
Music VideosCommercials
User Created
8 videos40 – 90s in lengthDownloaded from YouTube
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Test Content
Genre /# ContentMovie Trailer 1 “Marvel’s The Avengers”Movie Trailer 2 “House at the End of the Street”Commercial 1 BudweiserCommercial 2 Mercedes C63 AMG Black SeriesMusic Video 1 “Put Your Graffiti on Me” – Kat GrahamMusic Video 2 “The Veldt” - Deadmau5User-Created 1 Skydiving User-Created 2 Motocross race
Played on Nexus S smartphonesReverb feature enabled/disabled
in counterbalanced presentation
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Laboratory Set-Up
Headphones
GSR SensorPaper survey Smartphone
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Video App
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Research methodsExperimental Design
Training/Baseline
Watch 8 videos; do ratings
•Haptic Condition •Control
Feature Assessments
Session 1.
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Research methodsExperimental Design
Training/Baseline
Watch 8 videos; do ratings
•Haptic Condition •Control
Feature Assessments
Session 1.
Watch videoComplete questionsRest period
X 8
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Research methodsExperimental Design
Training/Baseline
Watch 8 videos; do ratings
•Haptic Condition •Control
Feature Assessments
Session 1.
~7 days
Warm-Up
Watch 8 videos; do ratings
•Control•Haptic Condition
Final Assessments
Session 2.
Watch videoComplete questionsRest period
X 8
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Research Methods - Data
• Physiological measure – arousal (GSR)• Self-Reports• Affect Grid – valence & arousal• Wells R Scale - involvement with content• Quality of Experience (QoE)• Descriptive, qualitative feedback
Haptic Enhancement No Enhancement
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Results
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Physiological DataEDR
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© 2013 Immersion Corporation - Confidential
Physiological DataPhysiological data reflect higher arousal levels in response to videos with Reverb applied.
Heightened psychological arousal has been linked to ad effectiveness and persuasion*
p = 0.006
Reverb Control
*(Sanbonmatsu and Kardes, 1988)
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Affect Grid Data
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© 2013 Immersion Corporation - Confidential
Avg. Valence = 6.3Avg. Arousal = 6.1
Avg. Valence = 5.8Avg. Arousal = 5.1
Affect Grid Data
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© 2013 Immersion Corporation - Confidential
Avg. Valence = 6.3Avg. Arousal = 6.1
Avg. Valence = 5.8Avg. Arousal = 5.1
p < 0.05
Affect Grid Data
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© 2013 Immersion Corporation - Confidential
Avg. Valence = 6.3Avg. Arousal = 6.1
Avg. Valence = 5.8Avg. Arousal = 5.1
p < 0.05p < 0.004
Affect Grid Data
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Emotional Involvement Data
Users reported feeling more immersed and more emotionally involved with video content enhanced by haptic effects.
“I felt like I was right there in the video, experiencing the situation.”“I really got involved in the emotions provoked by the video.”
p < 0.003 p < 0.008
- Reverb- Control
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
QoE Data
QoE ratings on average 15% higher for Reverb videos vs. controls.
Quality of Experience - Reverb
- Control
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
“It’s like the difference of making you want to dance and not dance.”
“It was like supplementing
or helped me recall true experience. It brought
me back to the memory of
something, like driving a cool car or skydiving.”
“It totally enhances the experience. It kicks it up a notch. I feel like I’m in a
movie theater.”
Qualitative Data
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Haptic Enhanced Mobile Video
More positive and enthusiastic response to video content
Higher level of emotional involvement Higher quality of experience ratings
Summary
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Haptic Content Strategic Initiative
For end-users:Haptics as a value-added feature to mobile
experiences
For content producers:Haptics as a new medium for creative expression
For advertisers:Haptics as a novel mechanism to engage customers
For Immersion:A new business unit!
Impact
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Measuring Emotion in User Experiences
Type Examples Discussed
Advantages (+) Disadvantages (-)
Physiological Measures
Electrodermal Activity
Powerful & persuasive data, “objective” measure
Requires rigorous experimental design, very sensitive to exposure, expensive equipment & software, takes significant time & effort to analyze data; arousal, not valence
Self-Report Affect Grid, Involvement (Wells R Scale)
Easy to train participants to use, arousal & valence, relatively easy to analyze, quantitative analysis possible.
Ultimately, a subjective measure; effect size can be hard for subjects to estimate
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
Thank You!aweddle@immersion.com
OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
DiscussionInteractive Exercise – Using Emotion Measures in UX
Imagine using emotion measures in your own UX work. What would represent an ideal outcome? (Your island paradise). What is holding you back from achieving that goal? (Your anchors). OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
DiscussionInteractive Exercise – Using Emotion Measures in UX
Imagine using emotion measures in your own UX work. What would represent an ideal outcome? (Your island paradise). What is holding you back from achieving that goal? (Your anchors). OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
© 2013 Immersion Corporation - Confidential
DiscussionInteractive Exercise – Using Emotion Measures in UX
Imagine using emotion measures in your own UX work. What would represent an ideal outcome? (Your island paradise). What is holding you back from achieving that goal? (Your anchors). OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
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