Measuring Emotions Is User Experience brands, allowing the researchers to predict the emotional impact raised by each website. Secondly, results from emotional facial expression analyses during the navigation of both brand websites showed significant differences between the two Mauri et al. Findings from this study show, first of all, the significant results provided by neuromarketing techniques in the field of UX, as IAT can provide a positive application for assessing UX played by brand websites, thanks to the comparison of eventual changes in time reaction between the test performed before and after website navigation exposure. A traditional evaluation of the two websites was carried on by means of the classic heuristic evaluation. After the website navigation, all the participants performed, a second time, the BARTT version of the IAT, where the two brands were compared again, this time to assess whether the website navigation may impact the Implicit Associations previously detected. The participants were asked to freely navigate the website home page, look for a car model and its characteristics and price, use the customising tool, and in the end, look for assistance. During the first 3 min of website navigation, emotional facial expressions were recorded. After completing the BARTT test, the participants navigated the target website: 80 participants navigated the first brand website, while the other half navigated the second brand website (between-subject design). Participants performed a Brand Association Reaction Time Test (BARTT) version of the IAT where the two brands were compared according to different semantic dimensions already used in the automotive field. About 160 Italian university students were enrolled in an online experimental study. As a specific context, the experience raised by different websites from two well-known automotive brands was compared. These techniques have been widely and positively applied in assessing customer experience (CX) however, little is known about their simultaneous application in the field of UX. This research project has the goal to verify whether the application of neuromarketing techniques, such as implicit association test (IAT) techniques and emotional facial expressions analyses may contribute to the assessment of user experience (UX) during and after website navigation. The facial expression recognition system proved to be a useful non-obtrusive way to objectively evaluate the hedonic quality of the interfacing technologies. The thorough experimental results show that the user experience of the motion controlled interface is significantly better than the gamepad interface, both in terms of hedonic and pragmatic quality. ![]() The use of facial expression recognition has, to the best of our knowledge, not been used before to assess the hedonic quality of interfaces for games. While, the score obtained by the user during the game has been used as a pragmatic quality measure. An application of computer vision, facial expression recognition, has been used as a non-obtrusive objective and hedonic measure. To evaluate the users experiences during the game, their hedonic and pragmatic quality are assessed using both subjective and objective evaluation methods in order to cross-validate the obtained results. To do so, a custom game has been developed and 25 test subjects have been asked to play the game using both types of interfaces. This is exactly the purpose of this paper to study whether the motion controlled interface is a feasible alternative to the gamepad, when evaluated from a user experience point of view. Gamepad has traditionally been a popular interfacing technology for the gaming industry, but, recently motion controlled interfacing has been used widely in this industry. ![]() One of the most important issues in gaming is deciding about the employed interfacing technology.
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