Technology as Experience Mc Carthy and Wright Technology as Experience MIT Press, Massachusetts.

Technology as Experience 1.Compositional: How do the elements of an experience fit together to form a coherent whole? 2.Emotional: What emotions color the experience for us? 3.Spatio-temporal: What effects do place and time have on our experience? 4.Sensual: What does the design and texture and the overall atmosphere make us feel? Four Threads of Experience

Technology as Experience Anticipating: We never come to technology unprejudiced Connecting: We make a judgement in an instant and without much thought Interpreting: We work out what’s going on and how we work out Reflecting: We examine and evaluate what’s happening in an interaction Appropriating: We work out how a new experience fits with other experiences we have had and with our sense of self Recounting: We enjoy storytelling and make sense of experience in stories. Processes for analysing experience

Technology as Experience Procedure: Framework introduced to the participants and they were provided with a notebook -come- checklist The notebook page was divided into sections corresponding to the sense making processes (e.g. anticipating connecting, interpreting etc.) and it was accompanied by a checklist of concepts and guide words from the framework Participants were then asked to go off and have their virgin experiences. In addition to their diary, they provided an oral account during a one-on-one debriefing afterwards The gathered data facilitated the construction of a narrative of the experience that would engage with the concepts of the framework Used this framework on the products of Virgin Brand.. … Virgin Website, Virgin Mobile, Virgin Mega- stores, etc.

Technology as Experience Anticipating (before) Expect to find what I am looking for. Environment likely to be young, lively, loud music, packed full of products, very visible virgin branding. Expect things to be ordered in a certain way, e.g. Pop, Classical, R+B etc. grouped together. Anticipation (during) Surprised that singles were not on main floor, surprised to find shop opens onto Coffee Republic' surprised by depth of product range Connecting, interpreting, reflecting First impressions confirmed what I had anticipated. Shop was spacious and airy, which I was surprised about. Experience starts from moment you walk in the door ….felt relaxed in shop. There is no logic to the layout in the shop… don’t think that they want you simply to walk in buy something and walk out again. I feel in control. The only thing I was disappointed about was price- I expected Virgin to be cheaper. Recounting I would tell people to shop there, but would warn them that they might find the same thing cheaper elsewhere. Example Data:

Practical Example

Persona using the framework Product — Portable Music Player Target Group — Teenage Girls

Persona Gabriella Mendez

18 year old student lives in Darwin studying music at Uni very ambitious and wants make a career in the music industry loves R&B, Hip-hop and Ragge music and has music CDs of almost all R&B stars. staying in Uni accommodation but keeps regular contact with her parents dating Carlos, an 18 year old student whenever in her room, listens to music on her computer. Her room is full of posters of movie/pop stars. keen sports player – an active member of a local basketball team cares for her fitness, sometimes goes out for drinks with team-mates eats out at restaurants and goes to all the best music in town friends slightly envious of her lifestyle

Physio-Product Characteristics Feels good in the hand Easy to carry around Fits well and comfortably inside her pocket Operable without causing damage to fingernails Should have aesthetic looks

Socio-Product Characteristics Should convey her socio-economic & cultural status Should convey her interests in music Should be competitive amongst her friend circle

Psycho-Product Characteristics Supports quick and intuitive operations Good quality music Personalization of music Durable Batteries

Ideo-Product Characteristics Gives aesthetic pleasure Reflects users’ femininity Environmentally friendly (not too noisy for others)

Gabriella’s Portable Music Player Physio-Product Characteristics: Feels good in the hand Easy to carry around Fits well and comfortably inside her pocket Operable without causing damage to fingernails Should have aesthetic looks Socio-Product Characteristics Should convey her socio- economic & cultural status Should convey her interests in music Should be competitive amongst her friend circle Psycho-Product Characteristics Supports quick and intuitive operations Good quality music Personalization of music Durable Batteries Ideo-Product Characteristics Gives aesthetic pleasure Reflects users’ femininity Environmentally friendly (not too noisy for others)