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 media Amaya Becvar Weddle, Ph.D. | UX Research Manager Immersion Corporation, San Jose, CA UXPA 2013 12 JULY

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Page 1: Characterizing the Emotional Impacts of Haptic-Enhanced Mobile Media

© 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

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© 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

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© 2013 Immersion Corporation - Confidential

Immersion Haptic Technology

3OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 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

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© 2013 Immersion Corporation - Confidential

Realism

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Haptic Video Enhancement Feature

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 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

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© 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

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© 2013 Immersion Corporation - Confidential

Page 10: Characterizing the Emotional Impacts of Haptic-Enhanced Mobile Media

© 2013 Immersion Corporation - Confidential

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© 2013 Immersion Corporation - Confidential

How does haptic-enhancement impact the video viewing experience?

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© 2013 Immersion Corporation - Confidential

Hypothesis

Mobile video enhanced by haptics is more realistic, immersive, and emotionally involving.

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Approach

Compare emotional response to haptic-enhanced videos versus control videos with no haptics.

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

What do we mean by emotional response?

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Valence

Aro

usa

l

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - ConfidentialOVERVIEW | EMOTION| USER STUDY| RESULTS|

TAKEAWAYS

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© 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.

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© 2013 Immersion Corporation - Confidential

How can we measure emotional response

in UX studies?

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Two methods:1. Self-report2. Physiological measurements

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Two methods:1. Self-report2. Physiological measurements

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Self-ReportAffect Grid

Emo-cards

Product Reaction Cards

Wells R Scale

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 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

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© 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

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© 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

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© 2013 Immersion Corporation - Confidential

Self Report – Affect Grid

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Self Report – Affect Grid

x

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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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

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© 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

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© 2013 Immersion Corporation - Confidential

Two methods:1. Self-report2. Physiological measurements

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Physiological Measurements

Electrodermal Response

Heart Rate

Facial Expression

Temperature

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Physiological Measurements

Electrodermal Response

Heart Rate

Facial Expression

Temperature

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 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

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© 2013 Immersion Corporation - Confidential

Study Design

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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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

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© 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

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© 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

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© 2013 Immersion Corporation - Confidential

Laboratory Set-Up

Headphones

GSR SensorPaper survey Smartphone

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Video App

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 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

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© 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

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© 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

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© 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

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Results

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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© 2013 Immersion Corporation - Confidential

Physiological DataEDR

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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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

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© 2013 Immersion Corporation - Confidential

Affect Grid Data

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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Avg. Valence = 6.3Avg. Arousal = 6.1

Avg. Valence = 5.8Avg. Arousal = 5.1

Affect Grid Data

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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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

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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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

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© 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

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QoE Data

QoE ratings on average 15% higher for Reverb videos vs. controls.

Quality of Experience - Reverb

- Control

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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“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

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© 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

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© 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

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© 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

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Thank [email protected]

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

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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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© 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

Page 59: Characterizing the Emotional Impacts of Haptic-Enhanced Mobile Media

© 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