Conference article

In recent years, the User Experience or (UX) has become an important element in product design, including affective engineering as well as marketing. The UX analysis is typically driven by qualitative methods such as customer journey maps. On the other hand, the number of quantitative data analysis methods involved, such as multivariate analysis, is comparatively less. Therefore, the purpose of this study was to propose a UX data analysis method. It has been reported that the UX can be divided into the time spans of anticipated UX (before usage), momentary UX (during usage), episodic UX (after usage), and cumulative UX (over time). In this study, an analysis method focused on the time span of the anticipated UX imaging experience before usage is suggested. In this time span and since users may recall previous experiences and usage episodes, a psychometric method based on an uncertain experience is proposed. As a method of analysis, a psychometric questionnaire survey using product samples and two sets of evaluation terms with pragmatic and hedonic attributes were conducted according to the pragmatic/hedonic UX model proposed by Hassenzahl (2008). In addition to that, a Customer Satisfaction (CS) analysis is used to enhance users’ satisfaction of the UX. The evaluation terms that greatly improved the pragmatic and hedonic attributes using this analysis were extracted. Moreover, rough sets were used to extract concrete morphological elements that comprised of the knowledge of design from the evaluation terms. As a portfolio map (x-axis: importance, y-axis: satisfaction) can be obtained from a CS analysis where each company’s sample positioning can also be analysed. Therefore, the evaluation terms for enhancing each company’s UX were clarified. A case study is conducted to confirm the effectiveness of the proposed method. Specifically, a questionnaire survey with 37 female office workers in their 30s were selected as subjects. The questionnaire included 60 sample photographs of bags downloaded from a mail order site and the evaluation terms consists of six pragmatic attributes and six hedonic attributes that were obtained using the laddering technique. The abovementioned analyses were conducted on the data obtained from the survey to confirm the effectiveness of the proposed method.

User Experience, Product Design, Rough Sets