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Presentation to WorldComp12: Engagement is the new standard of usability. Identity project as task-based versus experientially-based, then design for Flow and Narrative Transportation using research-based techniques. Introduces the Positive Engagement Evaluation Model.
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Augmented Reality: Beyond UsabilityDr. Pamela Rutledge Director, Media Psychology Research Center
July 16, 2012
WORLDCOMP EEE'12 - The 2012 International Conference on e-Learning, e-Business, Enterprise Information Systems, and e-Government
@pamelarutledge
Augmented Reality:
Virtual information superimposed over reality to add value or ‘augment’ experience
Virtual information: Down lines, player number, 3rd & 5 arrow added to enhance viewer experience of game
What Drives Success?
Success Depends upon User Experience
User Experience > Usability
1st Wave: Hardware
2nd Wave: Software
3rd Wave: Usability
4th Wave:
Engagement
Source: HFI International
Usability is no longer a key differentiator
The future is engagement
Overview:
1. Define engagement
2. Need for holistic evaluation
3. The 3-brain model
4. How brain theory fits with Flow
5. Story to achieve optimal engagement
6. Flow versus narrative immersion
7. The Positive Engagement Evaluation Model
Usability is not what gets a customer or user to buy or act
Engagement
Persuasion
Trust
Motivation
Transaction
What isengagement?
And why does it matter?
21st Century Infrastructure: Mobile
You use technology to satisfy your needs.
You design technology to facilitate human behaviors
and goals.
People process experience holistically Experience
Goals
Emotions
SensesInstincts
Beliefs
Engagement starts here
Conscious
Emotional Brain
Reptilian Brain
Subconscious
New Brain
Three in One
Sight
Sound
Taste
Smell
Touch
Goals are narrative structures
My Store: AR Dressing Room
AR College Recruiting Brochure
Old: Instinct and Emotion
• Relevance
• Pain or Gain/Threat or Reward
• Control
• Pattern Recognition
• Feelings and Attachment
• Creates emotional context
• Activates memories
New Brain: Conscious Thought
• Identity and sense of self
• Skill-building and logic
• Social collaboration
• Empathy
• Planning
• Validation
OLD BRAIN NEW BRAINEmotions Skill-building
Visual images Responsive feedbackPain and gain Participation, ownership
User-centric, personal Social validationCertainty Empathy
Narrative
Nature
Nurture
Benefit for Designers:
Model identifies how to target each part of the brain for maximum impact
AR Amplifies Effects
• Expands the user’s sensory perceptions
• Creates immediacy and relevance
• Shifts locus of control
• Enhances meaning and engagement
• Triggers macro- and micro-persuasive effects
Flow:The theory of optimal engagement
• Challenging activity requiring skill
• Merging of action and awareness
• Clear goals with feedback
• Concentration on activity
• Sense of control
• Loss of self-consciousness and time
Challenge
Skill
Boredom
Anxiety
Apathy
Relaxation
ControlWorry
Arousal
Flow
Emotional Dimensions of Flow
Challenge
Skill
Flow Channel
High Arousal
Low Arousal
Boredom
Anxiety
Challenge
Skill
Flow Channel
High Arousal
Low Arousal
Boredom
Anxiety Notional
User Path
Challenge
Skill
Boredom
Anxiety Flow StateHigh
Arousal
Low Arousal
Decreasing Challenge
Less Demanding
Skills
Increasing Challenge
Increasing Skills
Challenge
Skill
Flow Channel
High Arousal
Low Arousal
Boredom
Anxiety
Flow Exit Point
Flow Exit Point
Loss Of Sense Of Time
Clear Goal
Sense Of Accomplishment
Experience Of Place
Empathy
Lack Of Self
Consciousness and Physical Surroundings
Identity-Enhancing
Activity
Overt Narrative And Characters
Conscious Directed Focus Conscious Sense of Presence
Emotion-Enhancing Activity
Flow vs. Narrative
FLOW NARRATIVE
Design Objectives
Task-Based Flow
Experience-Based Narrative
Evaluation Model Assumptions
• Attention comes before engagement
• Designers need guidelines to identify
psychological drivers underlying Flow and
Narrative engagement
• Flow increases focus on task-based goals
• Narrative increases focus on experiential goals
• Engagement is a holistic experience
Device Properties: Interaction Design Functionality Content Narrative Structure
Unconscious ProcessingAttention: Movement, novelty, pattern recognition, threat, rewardPerception: Sensory activation, Sensory stimuli congruent with content
Conscious Processing
OPTIMAL USER EXPERIENCE
Task-BasedSelf-Relevance
• Goal importanceConcentration
• Challenge manageable• Feedback • Action = Expectations• Self-efficacy
Immersion• Directed focus• Social validation
Narrative-BasedSelf-Relevance
• Image enhancementConcentration
• Creative ambiguity• Feedback • Action = Discovery• Self-efficacy
Immersion• Emotional activation• Narrative transportation• Social connection
8 Domains:1. Goals
2. Attention
3. Concentration
4. Interaction
5. Content
6. Identity
7. Social Connection
8. Emotional Outcome
User Experience
Designer Intention
Summary• User experience = engagement
• Usability is no longer a differentiator
• Singularly focused assessment approaches aren’t enough
• 3-brain model applies neuroscience to design
• Flow is a framework for optimal engagement in task-based projects
• Narrative theory is a framework for optimal engagement in
experiential-based projects
• AR amplifies the impact of design decisions (better & worse)
• The distinction between task and narrative based product goals
makes a difference
• Evaluation must embrace a holistic, user-centric approach
Resources
This presentation was based on the following papers.
Neal, M. (2012). Creating and Maintaining a Psychological Flow State in Augmented Reality
Applications. Paper presented at the 2012 EEE International Conference on e-Learning, e-
Business, Enterprise Information Systems, and e-Government, Las Vegas, NV.
Rutledge, P. B. (2012). Augmented Reality: Brain-based Persuasion Model. Paper presented at
the 2012 EEE International Conference on e-Learning, e-Business, Enterprise Information
Systems, and e-Government, Las Vegas, NV.
Rutledge, P. B., & Neal, M. (2012). A New Model for the Evaluation of Interactive and Immersive
Media. Paper presented at the 2012 EEE International Conference on e-Learning, e-Business,
Enterprise Information Systems, and e-Government, Las Vegas, NV.
Thank You
Dr. Pamela Rutledge Director, Media Psychology Research Center
For copies of the slides or papers, please email pamelarutledge@gmail.com or send me an DM via Twitter @pamelarutledge
July 16, 2012
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