characterizing the emotional impacts of audio-haptic mobile media enhancement

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  1. 1. Characterizing the emotional impacts of haptic-emotional impacts of haptic- enhanced mobile media Amaya Becvar Weddle, Ph.D. | UX Research Managery , | g Immersion Corporation, San Jose, CA 2013 Immersion Corporation - Confidential UXPA 2013 12 JULY
  2. 2. What is haptics?at s apt cs? The study of how people sense their environment through touch Feeling a Feeling a real bump on a Feeling a haptic simulation of a bump Vs. on a surface of a bump on a surface 2013 Immersion Corporation - Confidential 2 Haptic interfaces simulate real-world tactile interactions OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  3. 3. Immersion Haptic TechnologyImmersion Haptic Technology 2013 Immersion Corporation - Confidential 3OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  4. 4. A UX Value of Haptics = Realismp Multimodal experiences feel more realistic and immersivemore realistic and immersive Haptics can reinforce the illusion of tangible reality Interactions feel natural andInteractions feel natural and intuitive 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  5. 5. Realism 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  6. 6. Haptic Video Enhancement Feature 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  7. 7. Haptic effects generated from audio signal in real-time Audio signal sourceud o s g a sou ce Low frequency, Haptic outputi high amplitude Haptic outputImmersions Reverb feature 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  8. 8. Mobile video consumption isconsumption is on the rise The overall time spentThe overall time spent watching video on mobile devices (tablets & smartphones) grew by 19% in Q1 2013* 2013 Immersion Corporation - Confidential *Ooyala Global Video Index Report, June 2013
  9. 9. 2013 Immersion Corporation - Confidential
  10. 10. 2013 Immersion Corporation - Confidential
  11. 11. How does haptic-How does haptic- enhancement impactenhancement impact the video viewingthe video viewing experience?p 2013 Immersion Corporation - Confidential
  12. 12. HypothesisHypothesis Mobile video enhanced by haptics isy p more realistic, immersive, and emotionally involvingemotionally involving. 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  13. 13. ApproachApproach Compare emotional response to haptic enhanced videos versushaptic-enhanced videos versus control videos with no haptics. 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  14. 14. What do we mean byWhat do we mean by emotional response?e ot o a espo se? 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  15. 15. Arrousal Valence 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  16. 16. 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  17. 17. Why is emotion important in UX? In some contexts, usability is less relevant. Sometimes, two experiences are comparable usability- i b i ll *wise, but not emotionally*. Emotion is always part of human experience. *Agarwal, Anshu, and Andrew Meyer. "Beyond usability: evaluating emotional response as an 2013 Immersion Corporation - Confidential g , , y y y g p integral part of the user experience." CHI'09 Extended Abstracts on Human Factors in Computing Systems. ACM, 2009.
  18. 18. How can we measure i lemotional response i UX t di ?in UX studies? 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  19. 19. Two methods:Two methods: 1. Self-report. Se epo t 2. Physiologicaly g measurements 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  20. 20. Two methods:Two methods: 1. Self-report. Se epo t 2. Physiologicaly g measurements 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  21. 21. Self-ReportSe epo t Affect Grid Product Reaction Cards Emo-cards Wells R ScaleWells R Scale 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  22. 22. Self-ReportSe epo t Affect Grid Product Reaction Cards Emo-cards Wells R ScaleWells R Scale Russell James A Anna Weiss and Gerald A Mendelsohn "Affect grid: a single-item scale of pleasure andRussell, 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. 2013 Immersion Corporation - Confidential Wells, W. D. (1986). Three useful ideas. In R. J. Lutz (Ed.), Advances in Consumer Research (Vol. 13, pp. 912). Provo, UT: Association for Consumer Research. OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  23. 23. Self-ReportSe epo t Affect Grid Product Reaction Cards Emo-cards Wells R ScaleWells R Scale Russell James A Anna Weiss and Gerald A Mendelsohn "Affect grid: a single-item scale of pleasure andRussell, 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. 2013 Immersion Corporation - Confidential Wells, W. D. (1986). Three useful ideas. In R. J. Lutz (Ed.), Advances in Consumer Research (Vol. 13, pp. 912). Provo, UT: Association for Consumer Research. OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  24. 24. Self-ReportSe epo t Affect Grid Product Reaction Cards Emo-cards Wells R ScaleWells R Scale Russell James A Anna Weiss and Gerald A Mendelsohn "Affect grid: a single-item scale of pleasure andRussell, 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. 2013 Immersion Corporation - Confidential Wells, W. D. (1986). Three useful ideas. In R. J. Lutz (Ed.), Advances in Consumer Research (Vol. 13, pp. 912). Provo, UT: Association for Consumer Research. OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  25. 25. Self Report Affect Gridp 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  26. 26. Self Report Affect Gridp x 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  27. 27. Self Report Affect Gridp Participants seem to learn x p to use Affect Grid quickly & intuitively Possible to derivePossible to derive quantitative measures of two dimensions of emotion, allowing for statistical comparisons 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  28. 28. Self Report Wells R Scalep Emotional Involvement & Being There I felt like I was right there in the video, experiencing the situation.f g , p g I really got involved in the emotions provoked by the video. Typically used to assess audience involvement in 2013 Immersion Corporation - Confidential yp y advertising messages OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  29. 29. Two methods:Two methods: 1. Self-report. Se epo t 2. Physiologicaly g measurements 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  30. 30. Physiological Measurementsy g Electrodermal Response H t R t Facial Expression Heart Rate TemperatureTemperature 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  31. 31. Physiological Measurementsy g Electrodermal Response H t R t Facial Expression Heart Rate TemperatureTemperature 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  32. 32. Physiological Measurementsy g Electrodermal Response Measure of physiological arousal Q Sensor Affectiva, Inc. Measure of physiological arousal # of peaks increase in heightened arousal state ff , videos viewed on HD phoneSCR 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  33. 33. St d DesignStudy Design 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS
  34. 34. Study Participantsy p 23 ti i t23 participants Gender balanced Own Android or iOS device 2 years old or less All watch media on smartphone or tablet regularly (2 3 times/week) 2013 Immersion Corporation - Confidential All watch media on smartphone or tablet