How to identify and utilize user's emotions

In the daily survey http://www.aliyun.com/zixun/aggregation/8135.html> usability testing, interviews, symposiums and other surveys, we find some interesting phenomena, either as moderators or observers: In the process of participation, the user is in a state of contemplation, with a sense of loss, frowning, etc. In addition, some body movements such as shrugging, hands-on crossings and the like are accompanied by some intonation changes, Oh, tut, etc. The rich, interesting facial expressions, body movements, and tone of voice the user shows are directly related to many aspects of our research project.

Survey of common emotions

In daily research, communication with users mainly in the user recruitment, qualitative research implementation phase:

1) During the process of recruiting users, especially those who only hear the unheeded calls, we find that some users are rather depressed and others are more excited. Some users do not directly talk about whether to participate in the research The answers given imply a lot of assumptions, while others are hearty and agreeable to participate in the research (scenario 1).

2) In the course of conducting qualitative research, users often make "咦" "oh" sounds. Some facial expressions and behavior changes, such as frowning, smiling, relieved feeling, shrugging, etc. (Scenario 2).

The moods, facial expressions, and body movements displayed by the user are directly related to the user's emotions and are expressions of the user's emotional reactions. It is precisely because the user's emotions have been induced before the user's tone of tone, facial expressions, body movements and other changes occur.

Identifying emotions can help identify problems

It's no stranger to user researchers that if users are more likely to be discontented, the overall process of research will be affected. Therefore, it is important to recruit target users with strong willingness to participate. The change of tone (episode 1) appearing in the process of recruiting a user can be used as one of the positive factors for judging the participation of the user initially. In the case of other screening conditions are met, give priority to the active participation of users, the attitude of the general users can be placed in the standby library, thereby reducing user clumsy rate. Such as "Well, no problem, you sent me the address, when it will be over time ... ...", "set this time right, when the time will pass ......" Through the discourse of these two users, The first user is perceived to be significantly more motivated than the second user, the first user is using "no problem" and "on time" to reinforce the commitment, and the second user is implicit in assuming "free" Participate, therefore, can give priority to the first user, the second as a backup.

Research modal tone, facial expressions, body movements changes (Scenario 2), can be used as a clue to the problem mining. Tone tone, facial expressions, body movements are the emotional response of users, and induce emotional reaction with our research project may be directly related to find the cause of emotions in the survey, is conducive to the discovery of product problems. For example, in the usability test, the user feedbacks the operation smoothly after the completion of a task without any problem. However, by observing the user's expression and behavior, the user may find "frowning" or "tutting" or "hissing" during the operation Sound, and the mouse path is also tried to find the exact entrance, these acts indicate that the user may be somewhere in the operation may be confused, not as smooth as he imagined. Therefore, as a moderator or observer, observing emotional reactions in the user's operation and identifying changes in mood can help to find out the problems of the product.

According to Emotional ABC theory, emotions are generated by events, and different perceptions of the same event may induce different emotions. In the research, the user's background knowledge structure is different, and the task will have different cognition, thus different emotions appear.

Therefore, it is very important to find out the specific reasons behind the intonation, expression and behavior of the user in the research and implementation so as to better discover the problems and users' needs in the process of using the products.

Assess user sentiment in product use

In addition to identifying emotional changes that can help identify product issues, we also measure the user's mood during product use.

The measurement of emotions generally involves several aspects of the emotional response, including the user's subjective experience, facial expressions, and physiological responses. Specific measurement methods are many, the following is a brief introduction of several commonly used methods:

Subjective experience: Use self-report method allows users to assess their own emotional experience, such as borrowing 7-point scale or 5-point scale allows users to assess their own subjective feelings. Behavioral responses: Emotional assessment scales can be used, for example, user researcher first records the user's behavior in a video, then evaluates the user's behavior according to the emotional behavior scale, and analyzes the user's behavior with the help of a behavior analysis system such as Noldus, Assess the user's emotions. Physiological response: changes in physiological reactions generally naked eye is difficult to see, only with professional instruments to measure, such as through the multi-physiology, AffectAura and other devices to understand the user in various physiological indicators (skin, ECG, etc.) changes.

In practical application, subjective experience measurement is more used, behavioral response and physiological response measurement in academic research more, less applied at the company level, the author thinks the reason is: First, from the operational point of view, the subjective experience Measurement is easier to operate, the user only need to assess their feelings; and the implementation and analysis of behavioral reactions and physiological reactions need professionals to carry out, the implementation and analysis process needs to be strictly controlled. Second, behavioral reactions and physiological reactions are partial basic research, and the practical application of the enterprise are still different. Third, the purchase of professional equipment is also a lot of costs, not every business is willing to pay this fee.

In addition to the use of emotional problems in the survey, the product can also measure emotional sentiment induced by the user and assess whether the product induces a positive emotion, a neutral emotion or a negative emotion.

Evaluate the meaning of product emotions

Is it meaningful to evaluate the product's mood? Answering this question, without consulting Maslow's hierarchy of needs theory, the demand is divided into basic needs and advanced needs. According to the findings of the products, most of our present research focuses on satisfying the basic needs of users. For example, in usability testing, Excavation pain points and basic functional requirements, to ensure that the product is available, easy to use and other basic needs to be met, and now more and more products are not limited to the basic needs to meet, but to emotional direction, the pursuit of pleasure experience Other high-level functions to achieve. Therefore, it is also important to evaluate the emotion of a product, to continuously optimize the product, to make better use of the product, to obtain a more pleasant experience, and to share and promote the product proactively.

Then enjoy a few I think that good products, see how they seize the user's emotions, the use of emotions for product services:

Figure 1: Using facial expressions instead of the normal way to load, subtly induce positive emotions of the user, and attach a simple product description can divert the user's attention and reduce the negative emotions generated

AffectAura takes a bit of load time to render the results, but no one at AffectAura feels more painful because:

1) instead of using the expression of the general loading progress, the subtle influence of the user positive emotions;

2) introduce the contents of the expression recognition tool to divert the user's attention, and reduce the anxiety of the user from the psychological level.

Figure 2: The interesting logo display attracts users and increases the viscosity of the product

Google has fought Baidu every day since exiting mainland China, but I still tend to focus on Google because Google's logo is attractive to me.

In general, identifying and using user sentiment in research helps to identify problems. In the meantime, users' sentiments of using products are evaluated and products are continuously optimized. Users are encouraged to use their products and share and promote products proactively.

Source: http://ued.taobao.com