Semantic Approach for Evaluating Product Design Using Image Schemas Being a Paper Presented at Edo State Polytechnic International Symposium By Dr. Obokhai Kess Asikhia Prof. Rossi Setchi Friday, December 21st 2018

Outline Introduction Research Scope Conceptual Framework Quantitative Approach Results Conclusions

Introduction Image schema is a mental pattern that structures human experiences with the world. More is up less is down Big is important Small is unimportant

Research Scope: Evaluating Product Design

Conceptual Framework

Quantitative Approach for Evaluating Product Design Q= i=1 m n i p m User interaction and interpretation Designer’s intended interpretation  

Algorithm for Extracting Image Schemas

Evaluation Of The Quantitative Approach The study was designed to test the validity of the proposed approach as a means for evaluating the affective aspect of product design. 80 observations were conducted over 3 months period. 40 Participants were recruited for the study. Results (Positive Valence)   Variable No. Quantification Low Quantification Medium Quantification High Mean SD Product 1 Positive valence 9 0.22 0.44 .527 1.22 0.833 Product 2 10 0.40 0.52 0.60 1.10 0.74

Evaluating the Affective Approach Performance Evaluation Number of positive affective words used to describe the image schemas employed for the interactions. ANOVA results Product 1: F (2, 24) = 11.905 (p= 0.010) Product 2: F (2, 27) = 9.621 (p= 0.010) Positive sentiment expressed in describing the image schemas

Evaluating the Affective Approach Correlation results Product 1: r(27)= 0.643 p<0.05 Product 2: r(30)= 0.600 p<0.05 ‘Q’ value plotted against number of positive sentiments for the two products

Conclusions   The study has found that image schemas can be used for evaluating any user interface. The approach developed in the study provides a new structured approach to usability testing. The concept can be used to map the structure of the task to the affective experience of users. The approach can also help in detecting interaction difficulties and potential design flaws at the early phase of design

Publications Publications Asikhia, O. K., Setchi, R. (2018) Evaluating the Affective Aspect of Intuitive Interaction Using Image Schemas. America Society of Mechanical Engineer (ASME) Journal of Computing and Information Science in Engineering, vol. 18 issue 4. Doi: 10.1115/1.4040606 Setchi, R., Asikhia, O.K. (2017). Exploring User Experience with Image Schemas, Sentiments and Semantics. IEEE Transaction on Affective Computing. DOI: 10.1109/TAFF.2017.2705691 Asikhia, O.K., Setchi, R. (2016). Linking Design Intention and Users interpretation through Image Schemas. Paper presented at 13th /IFAC/IFIP/IFORS/IEA symposium on analysis, Design and Evaluation of Human-Machine system, Kyoto, Japan. Asikhia, O. K., Setchi, R. Hicks, Y., Andrews, W. (2015). Conceptual Framework for Evaluating Intuitive Interactions based on Image Schemas. Interacting with Computers. 27 (3), pp 287-310, ISSN 0953-5438. doi:10.1093/iwc/iwu050. Asikhia O.K., Setchi, R. Hicks, Y.,Andrews, W. (2014). Exploring Sustainable design using image schema, International Conference on Sustainable Design and Manufacturing (SDM’14), Cardiff, United Kingdom pp. 67-78.

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