User experience

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the expressive aesthetics dimension. (Altaboli & Lin, 2011) All these four facets can be surveyed by questionnaire.

2.4. Storytelling

Storytelling is a modality for communicating: it means conveying information to people. (Larkey & Gonzalez, 2007) When storytelling apply in website domain, it can be organized by background pictures, objects, characters, sound effects and even music to be integrated into storytelling. (Tsou, Wang & Tzeng, 2006) Therefore, with lots of way can presentation, people can easily put what they want to talk together by storytelling website.

Storytelling is a technique both for entertaining and educating. (Riedl, Stern, Dini

& Alderman, 2008) Besides, in the education aspect of the learning medium, storytelling is considered one of the most effective ways of teaching people. (Ayad &

Rigas, 2009) For example, Magerko (2008) apply storytelling to tailored train.

Another example is using storytelling in language learning. (Tsou, Wang & Tzeng, 2006) Storytelling can be more entertaining such as gamification design on storytelling website. (Hsu, Chang & Lee, 2013)

2.5. User experience

Norman (2002) shows the “mental model” which is the interaction with designer, user and system in his book. User can’t understand the real principle in this system directly. Though the user interface, user build a reasonable mental model to explain

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how to interact to the system. Norman indicates, “The design model is the designer’s conceptual model. The user's model is the mental model developed through interaction with the system. The system image results from the physical structure that has been built.” (Figure 2-2)

Figure 2-2 Mental Models (Norman, 2002)

There are many definitions of user experience. Nielsen and Norman (2014) think that user experience encompasses all aspects of the end-user's interaction with the company, its services, and its products. ISO 9241-210, the international standard on ergonomics of human system interaction, defines user experience as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service". Because of its property, user experience can be defined differently.

As Law, Roto, and Hassenzah (2009) say “User experience is associated with a broad range of fuzzy and dynamic concepts, including emotional, affective, experiential,

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hedonic, and aesthetic variable.” There is even a research to survey the definition of user experience. But basically, user experience means to the users’ feeling when interact with something.

User experience is a compound of three elements in system's properties (Thüring

& Mahlke, 2007): the perception of instrumental qualities, the perception of non-instrumental qualities, and user's emotional responses to system behavior. The compound concept of user experience show as a framework called CUE-Model, where CUE stand for components of user experience. (Figure 2-3)

The CUE-Model distinguishes two types of qualities. Instrumental qualities emphasize on function, like ease of use or experience support the system provides, and its feature such as controllability of the system. On the other hand, non-instrumental qualities concern the look and feel of the system, and its features such as visual aesthetic. Therefore, Thüring and Mahlke (2007) concluded, “While instrumental qualities are closely related to the usability and usefulness of a system, non-instrumental qualities result from its appeal and attractiveness.” (253) However, whatever the different qualities, both of them will influence the third component of user experience, emotional reactions such as subjective feeling, motor expressions and so on. Finally, three components of user experience can impact on the overall appraisal of the system, such as users’ behavior.

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Figure 2-3 the CUE-Mode (Component of User Experience, Resource: Thüring & Mahlke, 2007)

Pine and Gilmore (1998) set out the vision for a new economic era: the

‘experience economy’ in which consumers need special and memorable experiences.

In the same time, Pine and Gilmore (1998) identify four ‘realms’ of consumer experiences (Figure 2-4) that are differentiated at two dimensions: firstly, the degree of customer involvement (passive vs. active participation); and secondly, the desire with which the customer connects or engages with the event/performance (absorption vs. immersion). The four types of experiences are educational (active/absorption);

entertainment (passive/absorption); escapist (active/immersion); and esthetic

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(passive/immersion), and the cross point of the four realms is sweet point. It contains four kinds of experiences.

Pine and Gilmore (1999) defined educational experience is that consumers absorb the events unfolding before them, but are engaged through active participation. Jeong, Fiore, Niehm, and Lorenz (2009) explained Entertainment experiences,

“Entertainment experiences occur when consumers passively “absorb” events through their senses, such as passively observing a performance.” Escapist experiences place customers in the middle of a real or virtual environment, where makes individual becomes an actor or participant who affects the event in. “Esthetic experiences just want to “be” in an attractive environment.” (Jeong et al., 2009)

Figure 2-4 Economy Experience Model

Hosany and Witham (2010) demonstrated that esthetics and entertainment experiences significantly contribute to user satisfaction. Researches showed that the 4Es lead to satisfaction. (Pine & Gilmore, 1999, 2011; Quadri-Felitti & Fiore, 2013)

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In web design domain, user experience can separate several elements. Garrett (2000) considers the user experience, in web design domain, can be cut in sequence, from the abstract user needs and site objectives to the concrete visual design. It can also say from the top conception to practicing and completion of visual design (Figure 2-5). Therefore, we can find that the visual design is the most direct presentation to the viewer. What the viewers see is the first way the website touch them. This proves that viewers’ initial feelings are crucial. As Shenkman and Jönsson (2000) examined visitors’ first impressions of beauty will become the judgments whether they will be the website users.

Figure 2-5 The Elements of User Experiences (Garrett, 2000)

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