Kansei Engineering for E-commerce Sunglasses Selection in Malaysia by Ashok Sivaji
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Transcript of Kansei Engineering for E-commerce Sunglasses Selection in Malaysia by Ashok Sivaji
Kansei
HCI
User
M e n t a l m o d e l
Matching Mental Model
Customer Satisfaction
PRODUCT
Ethnographer Researcher
Developer Tester Designer
M e n t a l m o d e l
Kansei Engineering
• Japanese term used to describe people’s impression towards object, surrounding, situation
• Similar to Affective Engineering
• Found by Mitsuo Nagamachi
Kansei Gateway
Kansei Gateway
• Use 5 senses to deduce feelings, emotions and intuition – vision
– hearing
– smell
– taste
– touch
Kansei Words
• When a person’s senses are triggered, psychological cognition that involves perception, judgment and memory will become apparent to a person.
Stimulus and Response
What Words ?
Stimulus and Response
Stimulus and Response
What Words ?
Fun Colors
Stimulus and Response
Stimulus and Response
What Words ?
Star Bouncy
Stimulus and Response
Stimulus and Response
What Words ?
Circular Google
Kansei Words
• How to evaluate the impact the object, situation or surrounding has on someone ?
• Ask the person to express their Kansei in words for the object, situation or surrounding they would like to encounter in the future.
Kansei Overview
Kansei for e-Commerce
Past Research
• Gather Kansei Words from – Magazines – Common keywords – Interviewing Subject Matter Expert
• Proposal – Usability testing on e-Commerce websites – Feedback Capture After Task (FCAT) – Retrospective Think Aloud (RTA) – Retrospective Think Aloud with Eye Tracking
(RTE)
FCAT e-Commerce
• FCAT is useful in determining issues – defects – requirements
Method & Instrument
• Six users
• Male age range from 18-22
• Tobii T60 Eye Tracker, Tobii Studio and URANUS
• Moderator
• Duration of one hour
• 5 tasks
3 methods
1. Feedback Capture after Task (FCAT)
– type their thoughts in URANUS
– does not involve playback of video
2. Retrospective Think Aloud (RTA)
– video playback of task performed by user
– users are prompted by the moderator to talk about what was done to complete the tasks
– Hofstede’s model
3 methods
3. Retrospective Think Aloud with Eye Movements (RTE)
– similar to RTA but additionally during playback, eye tracking features such as gaze overlay, gaze plot and heat map are analyzed
Tasks
Tasks Description
1 Next Friday is your partner’s birthday; you wish to buy him/her a small gift. You have a budget of RM30 to buy a gift for your partner. What are the 2 gifts that you think is most suitable for your partner?
2 Read the description of each product.
3 Find the product comparison tool and compare the price of ‘Love Letter Keychain’ and ‘3D Character Keychain’.
4 You are a new user to this website. Create a new account for this website.
5 You do not wish to buy anything today. You want to log off the account.
FCAT Output
Synthesizing Kansei Word
• 4 Categories
– Aesthetic
– Physical
– Sensational
– Operational
Kansei Checklist - Aesthetic
Kansei Checklist - Physical
Kansei Checklist - Sensational
Kansei Checklist - Operational
Case Study: Sunglasses
e-Commerce UX
o Optomet ry
Kansei Words
KE Type 1
1. Collection of Kansei words
2. Collection of specimens
3. Classification of item/ category:
4. Evaluation experiment
5. Statistical analysis
6. Interpretation of the analysed data
7. Identification of influential design elements
Specimen
4. Evaluation experiment
Statistical Analysis
1. Factor Analysis
F1 F2 F3 F4 F5
Eigenvalue 14.508 7.141 2.368 1.091 0.821
Variability (%) 48.361 22.802 7.892 3.638 2.736
Cumulative % 48.361 80.054 80.054 83.692 86.428
Statistical Analysis
2. Factor Loading Table
F1 F2
Trendy 0.921 Sporty 0.959
Beautiful 0.920 Cool 0.885
Gorgeous 0.917 Safety 0.784
Stylish 0.891 Practical 0.770
Designer 0.884 Modern 0.572
Glamorous 0.882 Intellectual 0.448
Premium 0.869 Premium 0.384
Hot 0.863 Hot 0.337
Bold 0.848 Youthful 0.323
Sophisticated 0.830 Sleek 0.310
Principal Component Analysis
Interpretation
Partial Least Square Analysis
Item - Category Modern Intellectual Premium Youthful
Intercept 2.5624 3.1067 2.5627 2.7351
Color Intensity-Dark 0.0185 0.0597 0.0339 -0.0037
Color Intensity-Light 0.0848 0.0589 0.0965 0.0550
Color count-One -0.0149 -0.0351 0.0232 0.0619
Color count -Two 0.0245 0.0376 0.0441 -0.0197
Color count –Three or more -0.0146 -0.0142 -0.0596 -0.0215
Frame Color-Blue 0.4826 0.2931 0.4630 0.1604
Frame Color-Orange 0.2361 0.1819 0.2947 0.1325
Frame Color-Yellow 0.1541 0.0843 0.1432 0.0169
Frame design-Half frame 0.1001 0.0686 0.1029 0.0228
Frame design-Round frame 0.0550 0.0366 0.0602 0.0354
Frame design-Thin frame 0.1259 0.0275 0.0971 0.0547
Overall color: Two. Frame: Blue, orange, or yellow. Half or thin frame. Light colors.
Recommendation
Conclusion
• KE Type have been implemented.
• Recommendations are sunglasses with overall color of two; half or thin frame; and light colors.
• KE could be used for other e-commerce products as well.
Our Team
o Ashok S iva j i o ashok.s iva j [email protected] o +60122119154
References
1. Anitawati, M.L.: Design & Emotion: The Kansei Engineering
Methodology.
2. Nagamachi, M.: The story of Kansei Engineering.
3. Ishihara, I., Nishino, et al, Kansei And Product Development.
4. Lokman, A.M., Nagamachi, M.: Validation of Kansei
Engineering Adoption in E-Commerce Web Design
5. Sivaji, A., Mazlan, M. F., Soo, S. T., Abdullah, A., Downe, A.
G.: Importance of Incorporating Fundamental Usability with
Social, Trust & Persuasive Elements for E-Commerce
Website.
References
6. Goh, K.N., Chen, Y.Y., Lai, F.W., Daud,S.C., Sivaji A., Soo
S.T.: A Comparison of Usability Testing Methods for an E-
Commerce Website: A Case Study on a Malaysian Online
Gift Shop.
7. Sivaji, A., Soo, S. T.: Website User Experience (UX) Testing
Tool Development using Open Source Software (OSS).
8. Ngip-Khean Chuan, Ashok Sivaji, Mizhanim Mohamad
Shahimin, Nursyakinah Saad “Kansei Engineering for E-
Commerce Sunglasses Selection in Malaysia”
9. Sivaji, A., Soo, S. T.: Website User Experience (UX) Testing
Tool Development using Open Source Software (OSS).
10. Zhu X, Huang J, Zhou Q. Apparel image matting and
applications in e-commerce.