1. Understanding Experience in Interactive Systems

2. terms of interaction Norman model
MODELS OF INTERACTION
terms of interaction
Norman model

3. Some terms of interaction
domain – the area of work under study
e.g. graphics design
goal – what you want to achieve
e.g. create a solid red triangle
task – how you go about doing it – ultimately in terms of operations or actions
e.g. … select fill tool, click over triangle
Note …
traditional interaction …
use of terms differs a lot especially task/goal !!!

4. Donald Norman’s model Seven stages
user establishes the goal
formulates intention
specifies actions at interface
executes action
perceives system state
interprets system state
evaluates system state with respect to goal
Norman’s model concentrates on user’s view of the interface

5. execution/evaluation loop
system
evaluation
execution
goal
user establishes the goal
formulates intention
specifies actions at interface
executes action
perceives system state
interprets system state
evaluates system state with respect to goal

6. execution/evaluation loop
system
evaluation
execution
goal
user establishes the goal
formulates intention
specifies actions at interface
executes action
perceives system state
interprets system state
evaluates system state with respect to goal

7. execution/evaluation loop
system
evaluation
execution
goal
user establishes the goal
formulates intention
specifies actions at interface
executes action
perceives system state
interprets system state
evaluates system state with respect to goal

8. execution/evaluation loop
system
evaluation
execution
goal
user establishes the goal
formulates intention
specifies actions at interface
executes action
perceives system state
interprets system state
evaluates system state with respect to goal

9. Using Norman’s model Some systems are harder to use than others
Gulf of Execution
user’s formulation of actions ≠ actions allowed by the system
Gulf of Evaluation
user’s expectation of changed system state ≠ actual presentation of this state

10. Human error - slips and mistakes
understand system and goal
correct formulation of action
incorrect action
mistake
may not even have right goal!
Fixing things?
slip – better interface design
mistake – better understanding of system

11. dialogue … computer and user distinct styles of interaction
INTERACTION STYLE
dialogue … computer and user
distinct styles of interaction

12. Common interaction styles
command line interface
menus
natural language
question/answer and query dialogue
form-fills and spreadsheets
WIMP
point and click
three–dimensional interfaces

13. Command line interface
Way of expressing instructions to the computer directly
function keys, single characters, short abbreviations, whole words, or a combination
suitable for repetitive tasks
better for expert users than novices
offers direct access to system functionality
command names/abbreviations should be meaningful!
Typical example: the Unix system

14. Menus Set of options displayed on the screen Options visible
less recall - easier to use
rely on recognition so names should be meaningful
Selection by:
numbers, letters, arrow keys, mouse
combination (e.g. mouse plus accelerators)
Often options hierarchically grouped
sensible grouping is needed
Restricted form of full WIMP system

15. Natural language Familiar to user
speech recognition or typed natural language
Problems
vague
ambiguous
hard to do well!
Solutions
try to understand a subset
pick on key words

16. Query interfaces Question/answer interfaces Query languages (e.g. SQL)
user led through interaction via series of questions
suitable for novice users but restricted functionality
often used in information systems
Query languages (e.g. SQL)
used to retrieve information from database
requires understanding of database structure and language syntax, hence requires some expertise

17. Form-fills Primarily for data entry or data retrieval
Screen like paper form.
Data put in relevant place
Requires
good design
obvious correction facilities

18. Spreadsheets
first spreadsheet VISICALC, followed by Lotus MS Excel most common today
sophisticated variation of form-filling.
grid of cells contain a value or a formula
formula can involve values of other cells e.g. sum of all cells in this column
user can enter and alter data spreadsheet maintains consistency

19. WIMP Interface Windows Icons Menus Pointers
… or windows, icons, mice, and pull-down menus!
default style for majority of interactive computer systems, especially PCs and desktop machines

20. Point and click interfaces
used in ..
multimedia
web browsers
hypertext
just click something!
icons, text links or location on map
minimal typing

21. Three dimensional interfaces
virtual reality
‘ordinary’ window systems
highlighting
visual affordance
indiscriminate use just confusing!
3D workspaces
use for extra virtual space
light and occlusion give depth
distance effects
flat buttons …
click me!
… or sculptured

22. visceral | behavioural | reflective
THREE LEVELS OF DESIGN
visceral | behavioural | reflective

23. THREE LEVELS of design Play part in shaping one’s experience Important
visceral | behavioural | reflective
Play part in shaping one’s experience
Important
Require a different approach by the designer

24. visceral | behavioural | reflective
VISCERAL DESIGN
visceral | behavioural | reflective

25. QUOTE visceral design
“ Package designers and brand managers are looking beyond graphic elements or even the design as a whole to forge an emotional link between consumers and brands ”
The entire success of a product
PACKAGE, not content

26. BOTTLE OF WATER

27. VISCERAL DESIGN what? Is what nature does
Powerful emotional signals from the environment are automatically interpreted at this level
Culturally
Perception of “pretty”
Visceral design is all about emotional impact
Perception of “pretty” comes directly from this level

28. DOMINATING FACTORS
LOOK
FEEL
SOUND

29. DOMINATING FACTORS LOOK FEEL SOUND Physical features
These principles are wired in, consistent across people and cultures

30. VISCERAL DESIGN where?
Advertising
Folk
Crafts
Children items

31. VISCERAL DESIGN: how? About initial reactions Studied
Putting people in front of a design
Waiting for reactions
What is the reaction the visceral designer strives for?
I want it
What does it do?
How much does it cost?

32. visceral | behavioural | reflective
BEHAVIOURAL DESIGN
visceral | behavioural | reflective

33. BEHAVIOURAL DESIGN “Use and performance” Four components Function
Understandability
Usability
Physical feel
Good behavioral design consists of 4 components

34. BEHAVIOURAL DESIGN
FUNCTION

35. FUNCTION
Comes first
Product  To fulfil needs
Tricky

36. TRICKY
Question: what does a product do, what function does it perform?
Answer: it has to fulfil needs
Difficult: why ?
People’s needs are not as obvious as might be thought
Importance for designers
Designers have to watch their customers
to understand how they will use a product
People’s needs are not as obvious as might be thought

37. PRODUCT DEVELOPMENT Enhancement Innovation
= making an existing product or service better
Easiest: comes primarily by watching how people use what exists today
Innovation
= completely new way of doing something that was not possible before
Difficult to access: cannot be evaluated by asking potential customers for their views

38. CAR CUPHOLDERS

39. ?
BEHAVIOURAL DESIGN
UNDER-
STANDING

40. UNDERSTANDING The secret = to establish a proper conceptual model
Three mental images
Designer’s model
User’s model
System image
= conveyed by the product and written material (advertising and manuals)
The system image of the final design conveys the proper user model
DESIGNERS MODEL + USERS MODEL
= if you cannot understand a product, you cannot use it

41. FEEDBACK “Component of understanding” To be effective?
To give continual feedback
Computer
Amazing: many products give inadequate feedback
To be effective?
Enhance the conceptual model
Indicating precisely
What is happening and what remains to be done?
A device has to give continual feedback

42. BEHAVIOURAL DESIGN
USABILITY

43. USABILITY
Complex topic
“a product that does what is required and is understandable, may still not be usable”
E.g. guitars, violins, piano
Usage = the critical test of a product:
How well does the product perform?
How comfortable does it feel to use?
Challenge = UNIVERSAL DESIGN
Universal design is a challenge : it makes an object better for everyone

44. BEHAVIOURAL DESIGN
PHYSICAL FEEL

45. PHYSICAL FEEL matters
Designers worry a lot about the physical feel of their products
Make huge difference in our appreciations
They are critical to our behavioural assessment of a product
Physical feel matters: why?
We are biological creatures: interaction between our sensory systems and the environment
Physical touch and feel can make a HUGE DIFFERENCE

46. + BEHAVIOURAL DESIGN + Human-centered
Understanding and satisfying the needs
Observation
Visceral and behavioural reactions are subconscious
Make us unaware of our true reactions and their causes
Focussed upon understanding and satisfying the needs of the people who actually use the products

47. visceral | behavioural | reflective
REFLECTIVE DESIGN
visceral | behavioural | reflective

48. REFLECTIVE DESIGN what?
Message, culture, meaning of a product
The image we present to others
The essence of reflective design: it’s all in the mind of the beholder
We worry about the image we present to others

49. QUESTION function vs fashion

50. ATTRACTIVENESS <> BEAUTY
Visceral level
The response is entirely to the surface look of an object
Beauty
Reflective level
It is influenced by knowledge, learning and culture
Advertising
 can work at either the visceral or the reflective level

51. REFLECTIVE LEVEL product
Shows person’s overall impression
Customer relationships play a major role
A good relationship  reverse a negative experience
Is about long-term customer experience
Service
Providing a personal touch
Warm interaction

52. CONCLUSION
A human-centered approach works well for behavioural design,
but it is not necessarily appropriate for either the visceral or the reflective side
Conclusion
If you want a successful product, test and revise
If you want a product that can change the world: let it be driven by someone with a clear vision