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Title: Understanding touch screen mobile phone users by Taxonomy of Experience (ToE)
Authors: Wang, W-C
Young, M
Love, S
Coxon, I
Human Centred Design Institute (HCDI) Research Seminar Series
Keywords: Taxonomy of Experience (ToE);Mobile phone;User experience;Technology
Issue Date: 2011
Publisher: Brunel University
Abstract: The aim of this study is to understand user experience of touch screen mobile phones and to provide design principles from users’ perspectives. The importance of user experience in the product design process has been discussed in recent decades. Diverse quantitative methodologies attempt to understand users by evaluating their attitudes, expectations, emotion, concept of the object, judgment of the product and so forth. However, user experience is subjective and difficult to measure. Whilst many researchers tend to transform user experience to quantitative data, Coxon’s (2007) Taxonomy of Experience (ToE), and its analytic approach of SEEing, uncover an understanding of the user experience through qualitative analysis. The term ‘SEEing’ attempts to differentiate from the processes of thinking, but still associates with the thinking process. The nine steps of the SEEing process aim to clarify the user’s experience. It begins by transforming the user’s verbal commentary and ends in a synthesis of super-ordinary metaphors. This study thus applies ToE-SEEing to deeply understand mobile phone users, especially their interaction experience with touch screen mobile phones. The outcomes of this research study provide alternative design elements from the users’ perspectives whilst designing the interface for the touch screen mobile phone.
Description: This seminar was delivered on 25th January 2011 by Wen-Chia Wang, a PhD researcher in the School of Engineering and Design at Brunel University. During her PhD, Wen-Chia worked on several projects with the telecommunication company 3 in the UK to understand user experience with mobile phones. Her PhD research addresses the importance of understanding users before conducting design; especially how individual differences of cognitive styles (holistic - serialistic) affect human operational behaviour with mobile phone interfaces. More importantly, her research seeks to establish the linkage between psychology and design, and to provide design guidelines that are based on individual differences. The presentation was hosted at Brunel University as part of the Human Centred Design Institute (HCDI) Research Seminar Series. HCDI is a University Research Centre (URC) that brings together expertise in Human-centred Design which combines methodologies and technologies from design, engineering, computer science, artificial intelligence and philosophy. Human-centred Design leads to machines, systems and products which are physically, cognitively and emotionally intuitive to their users. The Human Centre Design seminar series are events designed to encourage communication and teamwork with colleagues across the university and experts leaders in human-centred related topics.
Appears in Collections:Public Lectures and Seminars

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