1. 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

2. Outline Introduction Research Scope Conceptual Framework
Quantitative Approach
Results
Conclusions

3. 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

4. Research Scope: Evaluating Product Design

5. Conceptual Framework

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

7. Algorithm for Extracting Image Schemas

8. 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

9. 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) = (p= 0.010) Product 2: F (2, 27) = (p= 0.010)
Positive sentiment expressed in describing the image schemas

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

11. 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

12. 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: /
Setchi, R., Asikhia, O.K. (2017). Exploring User Experience with Image Schemas, Sentiments and Semantics. IEEE Transaction on Affective Computing. DOI: /TAFF
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 , ISSN doi: /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

13. Thank You