Ppt final
-
Upload
candy-lomo-luo -
Category
Data & Analytics
-
view
83 -
download
0
description
Transcript of Ppt final
![Page 1: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/1.jpg)
EM TOOL Group Big Bang
![Page 2: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/2.jpg)
Agenda
1. Introduction2. Creation3. Conclusion4. Other findings5. Limitation
![Page 3: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/3.jpg)
1.introductionBackgrou
nd
![Page 4: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/4.jpg)
Background
“We as human beings tend to place human characteristics on the things we buy. “
—Jeff Werness, senior interaction designer at Acquity Group
![Page 5: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/5.jpg)
Background
![Page 6: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/6.jpg)
Ultimate Goal
Create tools that can measure emotions users’ experienced when using productivity apps.
![Page 7: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/7.jpg)
Goal
• Understand what emotions users experience in their use of Evernote.
• Create tools that can measure the emotional factors of the UX in Evernote.
• Hopefully the results can be applied to develop marketing strategy.
• Improve emotional connection with users of products /Evernote.
![Page 8: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/8.jpg)
Method
Focus Group- Card sorting
Survey- Questionnaire
Literature Review
![Page 9: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/9.jpg)
Identify Emotion Focus group Questionnaire
2.Creation
![Page 10: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/10.jpg)
Carroll E. Izard Paul Ekman Silvan
TomkinsRobert Plutchik
The Book of Rites Buddhism
Joy Happiness Joy Joy 喜 喜Surprise Surprise Surprise SurpriseFear Fear Fear Fear 懼 懼Anger Anger Anger Anger 怒 怒Disgust Disgust Disgust Disgust 惡 憎Sadness Sadness Distress Sadness 哀 憂Contempt Dissmell Anticipation 愛 愛Guilt Shame Trust 慾 慾Anxiety InterestShyness
Joy Surprise Fear Disgust Anger Sadness
Indentify Emotions
![Page 11: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/11.jpg)
Plutchik’s wheel of emotions (1980)
Indentify Emotions
![Page 12: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/12.jpg)
Joy Surprise Fear Disgust Anger SadnessEcstasy Amazement Terror Loathin
g Rage Grief
Serenity
Distraction
Apprehension
Boredom
Annoyance
Pensiveness
Indentify Emotions
![Page 13: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/13.jpg)
Desmet’s positive emotion model (2012)
Positive Emotions
Sympathy, kindness, respect, love, admiration, dreaminess, lust, desire, worship, euphoria, joy, amusement, hope, anticipation, surprise, energized, courage, pride, confidence, inspiration, enchantment, fascination, relief, relaxation, satisfaction
Indentify Emotions
![Page 14: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/14.jpg)
Joy Surprise Fear Disgust Anger Sadness
Ecstasy Amazement Terror Loathin
g Rage Grief
Serenity Distraction
Apprehension
Boredom
Annoyance
Pensiveness
Trust Anticipation
Admiration Vigilance
Acceptance Interest
MethodIndentify Emotions
![Page 15: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/15.jpg)
愉快 驚奇 恐懼 厭惡 惱怒 哀傷 信賴 期待
狂喜 驚恐 懼怕 憎恨 狂怒 悲痛 崇拜 警惕
滿足 渙散 憂慮 厭煩 煩惱 憂鬱 接納 好奇
Huang (2007)
Translation
![Page 16: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/16.jpg)
愉快 驚奇 恐懼 厭惡 惱怒 沮喪 信賴 期待
狂喜 驚恐 糾結 憎恨 狂怒 悲痛 膜拜 好奇
滿足 渙散 焦慮 不屑 煩躁 鬱悶 接納 新鮮
滿意 困惑 緊張 抵觸 憤怒 內疚不明覺厲
興奮 有壓力 反感 失望 安心
Brainstorming
![Page 17: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/17.jpg)
Identify Emotion Focus Group Questionnaire
2.Creation
![Page 18: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/18.jpg)
1. pilot test->32. rounds of focus groups->4+4– Light– Average– Heavy – Hong Kong & Mainland China
Focus Group
![Page 19: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/19.jpg)
5. Create cluster of related emotions;6. Identify unclear emotion words;7. Add emotions if cannot find suitable ones.
Pilot
1. Interview2. Select emotion cards3. Narrow down to top6 & explain 4. Categorize emotions as positive & negative
![Page 20: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/20.jpg)
愉快 驚奇 恐懼 厭惡 惱怒 沮喪 信賴 期待
狂喜 驚恐 糾結 憎恨 狂怒 悲痛 膜拜 好奇
滿足 渙散 焦慮 不屑 煩躁 鬱悶 接納 新鮮
滿意 困惑 緊張 抵觸 憤怒 內疚不明覺厲
興奮有壓力
反感 失望 安心跟風 坑爹
愉快 驚奇 恐懼 厭惡 惱怒 沮喪 信賴 期待
狂喜 驚恐 糾結 憎恨 狂怒 悲痛 崇拜 好奇
滿足 困惑 焦慮 不屑 煩躁 鬱悶不明覺厲
新鮮
滿意 緊張 抵觸 憤怒 內疚 熟悉
興奮 跟風 反感 坑爹 失望 轻松
顯擺
Pilot
![Page 21: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/21.jpg)
1. Interview2. Select emotion cards3. Narrow down to top6 & explain 4. Categorize emotions as positive & negative
Focus Group-Process
![Page 22: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/22.jpg)
Emotions Recognized
Positive emotions 愉快、满意、新鲜、信赖、兴奋、期
待、惊奇、熟悉、好奇
Negative emotions 烦躁、跟风、纠结、显摆、焦虑、失
望、困惑、抵触、膜拜、不明觉厉、沮丧、郁闷
![Page 23: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/23.jpg)
Ranking Emotions Percentage
No.1 期待(Anticipation)
50
No.1 信赖 (Trust) 50
No.3 愉快 (Joy) 37.5
No.3 烦躁(Irritation)
37.5
No.3 跟风(Stressful)
37.5
No.6 抵触(Rejection)
25
Focus Group Data Analysis
期待(Anticipation
)
信赖 (Trust) 烦躁(Irritation)
愉快 (Joy) 跟风(Stressful)
抵触(Rejection)
Per-centage
50 50 37.5 37.5 37.5 25
5
15
25
35
45
55
![Page 24: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/24.jpg)
Identify Emotion Focus Group Questionnaire
2.Creation
![Page 25: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/25.jpg)
1. Develop scales and questions
2. Pilot test3. Revise4. Release
Develop Questionnaire
![Page 26: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/26.jpg)
Survey Data Analysis
期待(Anticipati
on)
愉快 (Joy) 信赖(Trust)
跟风(Stressful)
抵触(Rejection)
烦躁(Irritation)
Aver-age
3.85 3.5417 3.15 3.1481 2.6667 2.5185
0.250.751.251.752.252.753.253.754.25
Emotions Cronbach’s Alpha
愉快 (Joy) .928
烦躁 (Irritation) .855
抵触 (Rejection) .845
信赖 (Trust) .733
跟风 (Stressful) .716
期待 (Anticipation) .701
Ranking Emotions Average
No.1 期待 (Anticipation) 3.85
No.2 愉快 (Joy) 3.5417
No.3 信赖 (Trust) 3.15
No.4 跟风 (Stressful) 3.1481
No.5 抵触 (Rejection) 2.6667
No.6 烦躁 (Irritation) 2.5185
![Page 27: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/27.jpg)
EM tool EM tool application
3.Conclusion
![Page 28: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/28.jpg)
Compare resultsQualitative
Quantitative
![Page 29: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/29.jpg)
EM TOOL
![Page 30: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/30.jpg)
EM tool EM tool application
3.Conclusion
![Page 31: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/31.jpg)
Russell (1999)
Circumplex Model
Emotions distribution analysis
![Page 32: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/32.jpg)
prototype of the template
![Page 33: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/33.jpg)
Distributions of Evernote’s user emotions
![Page 34: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/34.jpg)
Emotion Chain
Psychologist UlricNeisser(1963)
Cope the negative emotions;Find the trigger
Propose the solutions
![Page 35: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/35.jpg)
Example of Emotion Chain
![Page 36: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/36.jpg)
4. Other findings Frequency X Total
emotions Gender X Total
emotions
![Page 37: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/37.jpg)
Frequency X Total emotions
69%
28%
3%
Percentage of Using Frequency
菜鸟级 进阶级 高手级
期待 信赖 愉快 跟风 烦躁 抵触0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
菜鸟级进阶级高手级
![Page 38: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/38.jpg)
Gender X Total emotions
Female
Male
![Page 39: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/39.jpg)
Gender X Total emotions
期待 愉快 抵触 信赖 烦躁 跟风0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
FemaleMale
![Page 40: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/40.jpg)
5.Limitations
![Page 41: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/41.jpg)
Card color
Small-size samples
Different understanding of emotion words
Sample representation
Time limited
Limitation
![Page 42: Ppt final](https://reader038.fdocuments.in/reader038/viewer/2022110114/546baaf4af7959df2b8b67eb/html5/thumbnails/42.jpg)
Q&AThank you