Storytelling and a Narrative Analysis Based Method for Extracting Users’ Motives in UX Design Processes
Editor: Miko Laakso, Kalevi Ekman
Author: Francesco Pucillo (1), Ioanna Michailidou (2), Gaetano Cascini (1), Udo Lindemann (2)
Institution: 1: Politecnico di Milano, Italy; 2: Technische Universitat Muchen, Germany
Section: Users in design and development
Users’ emotions are crucial for purchasing decisions. Designing products that evoke positive emotions requires knowledge about users and their psychological needs: the research on User Experience (UX) aims at creating such knowledge. Several UX researchers highlighted that positive emotions emerge in user/product interactions, when user’s psychological motives and needs are met and her/his expectations fulfilled or exceeded. How can user s’ motives be acquired? User research in industrial practice usually contributes with insights about users in form personas, user feedback and interviews, but not explicitly with the motives to be addressed. This work aims at creating a systematic method for deriving and understanding user s’ motives through the analysis of stories, such as those in product reviews. The identified motives can serve as input for UX design. Thus, basing of existing techniques for the narrative analysis of stories, a method for extracting users’ motives is proposed and an exemplary application shown.