Download - Characterizing the Emotional Impacts of Audio-Haptic Mobile Media Enhancement

Characterizing the emotional impacts of haptic-emotional impacts of haptic-enhanced mobile mediaAmaya Becvar Weddle, Ph.D. | UX Research Managery , | gImmersion Corporation, San Jose, CA

© 2013 Immersion Corporation - Confidential

UXPA 201312 JULY

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 interactionsOVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

Immersion Haptic TechnologyImmersion Haptic Technology

© 2013 Immersion Corporation - Confidential 3OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

A UX Value of Haptics = RealismpMultimodal experiences feel

more realistic and immersivemore realistic and immersive

Haptics can reinforce the illusion of tangible reality

Interactions feel natural and Interactions feel natural and intuitive

© 2013 Immersion Corporation - Confidential OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS

Realism


Haptic Video Enhancement Feature


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 outputImmersion’s “Reverb” feature


Mobile video consumption is consumption is on the rise

The overall time spent The 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

How does haptic-How does haptic-enhancement impact enhancement impact the video viewing the video viewing experience?p


HypothesisHypothesis

Mobile video enhanced by haptics is y pmore realistic, immersive, and emotionally involvingemotionally involving.


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


What do we mean by What do we mean by emotional response?e ot o a espo se?


Arrousal

Valence


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


g , , y y y g pintegral part of the user experience." CHI'09 Extended Abstracts on Human Factors in Computing Systems. ACM, 2009.

How can we measure i l emotional response

i UX t di ?in UX studies?


Two methods:Two methods:1. Self-report. Se epo t2. Physiological y gmeasurements


Self-ReportSe epo tAffect Grid

Product Reaction Cards

Emo-cards

Wells R ScaleWells R Scale


Self-ReportSe epo tAffect Grid

Product Reaction Cards

Emo-cards

Wells R ScaleWells R ScaleRussell James A Anna Weiss and Gerald A Mendelsohn "Affect grid: a single-item scale of pleasure and 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

Self Report – Affect Gridp



x



Participants seem to learn

x

pto use Affect Grid quickly & intuitively

Possible to derive Possible to derive quantitative measures of two dimensions of emotion, allowing for statistical comparisons


Self Report – Wells R ScalepEmotional 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


yp yadvertising messages


Two methods:Two methods:1. Self-report. Se epo t2. Physiological y gmeasurements


Physiological Measurementsy g

Electrodermal Response

H t R t

Facial Expression

Heart Rate

TemperatureTemperature


Physiological Measurementsy gElectrodermal Response• Measure of physiological arousal

Q SensorAffectiva, Inc.• Measure of physiological arousal

• # of “peaks” increase in heightened arousal state

ff ,

videos viewed on HD phoneSCR


St d DesignStudy Design


Study Participantsy p

23 ti i t23 participantsGender balancedOwn Android or iOS device 2 years old or lessAll watch media on smartphone or tablet regularly (2 3 times/week)


All watch media on smartphone or tablet regularly (2-3 times/week)

OVERVIEW | EMOTION| USER STUDY| RESULTS| TAKEAWAYS©2013 Immersion Corporation - Confidential

Test ContentTest Content

8 videos40 – 90s in lengthDownloaded from YouTube

Music VideosCommercials

Downloaded from YouTube

Movie Trailers User Created


Test Content

Played on Nexus S smartphonesy pReverb feature enabled/disabled in

counterbalanced presentation

Genre /# ContentM i T il 1 “M l’ Th A ”Movie 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 SkydivingUser Created 2 Motocross race


User-Created 2 Motocross race


Laboratory Set-Upy pHeadphones

GSR SensorPaper survey Smartphone


Video App


Research methodsExperimental Design

Training/BaselineTraining/Baseline

Session 1. Session 1.

Watch 8 videos; do Watch 8 videos; do Watch 8 videos; do ratings

•Haptic Condition

Watch 8 videos; do ratings

•Haptic Condition p•Control

p•Control


Feature AssessmentsFeature Assessments


Research methodsExperimental Design



Watch 8 videos; do Watch 8 videos; do

Watch video

Complete questionsWatch 8 videos; do

ratings

•Haptic Condition


•Haptic Condition

Rest period

X 8p

•Controlp

•Control


Feature AssessmentsFeature Assessments


Research methodsExperimental Design~7 days



Warm-UpWarm-Up


Watch 8 videos; do Watch 8 videos; do Watch 8 videos; do Watch 8 videos; do

Watch video

Complete questionsWatch 8 videos; do

ratings

•Haptic Condition


•Haptic Condition


•Control


•Control

Rest period

X 8p

•Controlp

•Control •Haptic Condition•Haptic Condition

ll


Feature AssessmentsFeature Assessments Final AssessmentsFinal Assessments


Research Methods - Data Haptic Enhancement No Enhancement

• Physiological measure – arousal (GSR)• Self-Reportsp

• Affect Grid – valence & arousal• Wells R Scale - involvement with content• Quality of Experience (QoE)Quality of Experience (QoE)• Descriptive, qualitative feedback


Res ltsResults


Physiological DataPhysiological DataEDR


Physiological DataPhysiological DataPhysiological data reflect y ghigher arousal levels in response to videos with Reverb appliedReverb applied.

Heightened psychological aro sal has been linked to arousal has been linked to ad effectiveness and persuasion*

Reverb Control


p = 0.006*(Sanbonmatsu and Kardes, 1988)


Affect Grid DataAffect Grid Data



Avg. Valence = 6.3 Avg. Valence = 5.8A A l 5 1


Avg. Arousal = 6.1 Avg. Arousal = 5.1




p < 0.05


Avg. Arousal = 6.1 Avg. Arousal = 5.1




p < 0.05


Avg. Arousal = 6.1 Avg. Arousal = 5.1p < 0.004


Emotional Involvement Data“I felt like I was right there in the video, experiencing the situation.”“I really got involved in the emotions provoked by the video.”

Users reported feeling more immersed and more emotionally involved with

- Reverb- Control

emotionally involved with video content enhanced by haptic effects.


p < 0.003 p < 0.008


QoE DataQoE DataQuality of Experience

R b

QoE ratings on average 15% higher for

- Reverb- Control

higher for Reverb videos vs. controls.


Qualitative Data“It’s like the difference of

ki t t

“It was like supplementingor helped me recall true

experience It brought me

Qualitative Datamaking you want to

dance and not dance.”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


p pnotch. I feel like I’m in a movie

theater.”


SummaryH ti E h d

SummaryHaptic Enhanced Mobile Video

More positive and enthusiastic response to video content Higher level of emotional involvement Higher quality of experience ratings


Higher quality of experience ratings


ImpactHaptic Content Strategic Initiative

F d

ImpactFor 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!


Measuring Emotion gin User Experiences

T E l Di d Ad t ( ) Di d t ( )Type Examples Discussed Advantages (+) Disadvantages (-)

Physiological Measures

Electrodermal Activity

Powerful & persuasive data, “objective” measure

Requires rigorous experimental design, very sensitive to objective measure very sensitive to exposure, expensive equipment & software, takes significant time & effort to analyze data; effort to analyze data; arousal, not valence

Self-Report Affect Grid, Involvement (Wells R

Easy to trainparticipants to use

Ultimately, a subjective measure; effect size can Involvement (Wells R

Scale)participants to use, arousal & valence, relatively easy to analyze, quantitative analysis possible

measure; effect size can be hard for subjects to estimate


analysis possible.


Thank [email protected]


DiscussionDiscussionInteractive 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 would represent an ideal outcome? (Your island paradise). What is holding you back from achieving that goal? (Your anchors).


Self Report – Emocardsp


Image from Agarwal and Meyer, 2009, p. 2923

Self Report – EmocardspParticipants have a hard

time understanding time understanding cartoon faces without textual labels

Comparisons are qualitative


QoE Timeline Data

64.6

LFE

71.9

Authored

54.8

No Haptics

54.8


Mean opinion scores of all participants (including “outliers”) is plotted as a bold, colored line.Grey shading represents the 95% confidence interval for each rating point. (Rating data was gathered at a rate of one rating/s).Overall grand mean of all ratings is represented as a dotted line.

Download - Characterizing the Emotional Impacts of Audio-Haptic Mobile Media Enhancement

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