Introducing Product ExperienceHendrik N. J. Schifferstein, Paul Hekkert

Merve AYDINID501 2011

productpeople

perceive

senses1

operate/communicate

motor systemknowledge

2

evaluation

experienceemotions

3

http://www.inclusivedesigntoolkit.com/betterdesign/process/discover/discover6.html

Sensory capability includes vision and hearingCognitive capability includes thinking and communicationMotor capability includes locomotion, reach & stretch and dexterity

subjective product experience:

the awareness of the psychological effects elicited by the interaction with aproduct, including the degree to which all our senses are stimulated, the meanings andvalues we attach to the product, and the feelings and emotions that are elicited.

Core effect (Russell, 2033) the combination of pleasure and arousal – is, to varyingdegrees, ‘involved in most psychological events’

“According to Russell, the experience of core affect is a single integral blend of those two dimensions,describable as a position on the circumplex structure. The various positions on the circumplex structure are illustrated with examples of affective responses that can be experienced in theuser-product interaction.

Core affect theory offers a simple, yet powerful, way to organize product experience, because allpossible experiences involved in the user-product interaction can be described in terms of coreaffect. The activated unpleasantness from the heated irritation in response to a failing computer,the calm pleasantness from the soothing experience of sliding into a warm bath, the activatedpleasantness from the exhilaration of ice skating, and the calm unpleasantness from the sadnessin remembering a broken crystal vase, can all be plotted on the circumplex model.”

Hekkert, P. & Desmet, P. (2007). Framework of product experience. International Journal of Design 1(1), 57-66.

Erfahrung: all experiences, including very common, day-to-day experiences

Erlebnis: experiences of special, memorable events

Marketing Perspective

Erlebnis: an experience occurs when a company intentionally uses services as the stage,and goods as props, to engage individual consumers in a way that creates a memorableevent. (designed spaces, installations, attractions -exhibitions and amusement parks- )

“Experience Design”

Design for experience: Understanding the everyday experiences which involve people,who simply use and enjoy products.

Human–product interaction

Not just physical action, but also consists of passive (often visual) perception or evenremembering or thinking of a product.

İnteractionExperience

Experience through interaction

Product

Product Experience:

1. the human beings with their systems and skills 2. the interaction itself with its different components 3. a product (domain) with its specific properties

products obtain their meaning throught the interaction with people: On the basis of what is perceived sensorial (e.g. softness, freshness, loudness), products reveal cues of how to use them, and they reveal their function.

the aesthetic response: characterized by feelings of pleasure/displeasure that are based on the sensory perception of the object.

usage: understanding how a product must be operated or which actions it affords

the emotional response: The interactions with a product can help a person to reach a goalor can obstruct him or her in attaining that goal

context: physical circumstances literally surrounding the interaction, activities or experiences that take part at the same time with the actual interaction and to the broadercultural and social situation

Framework of Product Experience - Pieter Desmet and Paul Hekkert

Empirical approaches to studying product experiences

In the majority of empirical studies, products or product parts are varied or manipulatedunder naturalistic conditions, and the effect of the manipulation on the subjectivereports is assessed.

Experimental studies: the manipulations are typically done in a systematic way, in orderto isolate underlying factors.

Case studies and design projects: the manipulations are determined by wishes, demands,and limitations given by the product and its usage context, company goals, and designer capabilities.

The subjective reports may consist of either qualitative (e.g. in-depth interviews, diaries)or quantitative (e.g. responses on rating scales, preference rank orders) data.

An overview of contributing scientific disciplines

Psychology: psychology of perception, cognitive psychology, and psychology of emotion...

Social and behavioral sciences: psychological aesthetics, human factors, marketing, consumer science...

Technical sciences: mechanical and material engineering, and human–computer interaction (HCI)...

new domain of research: Product experience

The Domain of Product Experience

Philosophical aesthetics: aesthetic experiences and evaluations of ‘objects’, such as simplepatterns, faces, paintings, and landscapes.

The discipline of ergonomics or human factors: traditionally focuses on the usability ofproducts; the perceptual and cognitive processes involved in product understanding, and to the physical or motor skills and processes enabling (or limiting) product use. • One of the ways in which products can be made easy to use is by making it

self-evident how a product should be operated.• Subjective experiences arising from the use of products, including research on

satisfaction, pleasure and comfort and convenience.

Mechanical and material engineering: focused to studying, quantifying, and modeling the relationship between technical/physical properties of artifacts and their sensorial and other subjective responses in terms of meaning and aesthetics.

Technology-driven research: In addition to how products can be created with newtechnologies that may be beneficial to potential users, there is a new shift from usabilityresearch to user experience research, variously looking at experiences such as presence, fun, trust, or engagement, etc...

Marketing studies: in the field of consumer research, research attention has shifted frominformation processing approaches with a focus on utilitarian value and price, to theemotional experiences associated with product consumption.

Introducing Product ExperienceHendrik N. J. Schifferstein, Paul Hekkert

Merve AYDINID501 2011