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ИССЛЕДОВАНИЕ АУДИАЛЬНОГО ОПЫТА ВОСПРИЯТИЯ ПОЛЬЗОВАТЕЛЯ НА МОБИЛЬНОЙ ПЛАТФОРМЕ, ОСНОВАННОГО НА МОДЕЛИ КАНО
Ху Юлин
режиссер фильмов и руководитель мультимедийных проектов отдела кино и телевизионного искусства Шанхайский издательско-полиграфический колледж Шанхай 200093, Китай
Аннотация. Раскрывается проблема звука в интерфейсе мобильных платформ, исследуется и анализируется пользовательский аудиальный опыт восприятия на мобильной платформе. В соответствии с клиент -ориентированным мышлением разделяется влияние факторов при использовании шкалы SERVQUAL в исследовании требований пользовательского аудиального опыта, основанного на 2-мерной модели качества Кано. В соответствии с анализом результатов согласно 2-мерной модели классификации качества Кано и фактору Лучше-Хуже, в исследовании рассматриваются базовые принципы и методы проектирования звука на мобильных платформах, исходя из требований пользователя.
Ключевые слова: Модель Кано, мобильная платформа, аудиальный опыт пользователя, звуковой дизайн.
STUDY ON THE USER AUDITORY EXPERIENCE ON MOBILE TERMINAL BASED ON KANO MODEL
Hu Yuelin
Director of the Film and Multimedia Technology Profession, Film and Television Arts Department
Shanghai Publishing and Printing College Shanghai 200093, China
Abstract: Aiming at the problem of little attention to sound in the interface design on mobile terminal, it investigates and analyzes the user auditory experience requirements on mobile terminal. In accordance with user-centred thinking, it divides influencing factors by using SERVQUAL scale in the research of user auditory experience requirements based on Kano two-dimensional quality model. According to the data result analyzed by Kano two-dimensional quality classification and Better-Worse factor analysis, the study discusses the basic principles and methods in sound design on mobile terminal to meet the demands of user.
Key word: Kano model; mobile terminal; user auditory experience; sound design.
Introduction
Currently, the sound design of mobile terminals is primarily based on customer demand, therefore, the selection of the scientific method is vital to the effective research in the field of user auditory experience. In recent years, Kano model is a qualitative analysis model often as a user-experience research tool for the analysis of Internet products functional requirements so as to improve the user experience of the product. This paper will use this model to analyze the statistical data from questionnaires, and to understand the needs of user auditory experience on mobile terminal for the reference of sound design.
The advantages of the applicatiom of kano model to the Research of the user auditory experience on mobile terminal
The two-factor theory by Herzberg, a behavioral scientist, think that the only incentive factors could bring
a sense of satisfaction, while health factors can eliminate people's discontent not bring satisfaction [1].Traditionally, satisfaction and dissatisfaction are only the one-dimensional concepts, that is, when being provided with a particular function, users will be satisfied, but not vice versa. However, in fact, when being provided with a particular function , the user may feel indifferent. And when being not provided with a particular function, the user may not be unsatisfied [2]. According to the relationship between product objective performance and user subjective perception, Kano model divide product quality characteristics into five kinds of attributes: essential attribute, one dimensional attribute, charming attribute, indifferent attribute and reverse attribute [3]. Charming attribute is a surprise and can enhance the user perceived value of the product by functions or features. If being not provided with it, customer satisfaction won't reduce. One dimension-
al attribute, also called linear attribute, user satisfaction linearly raised or dropped by it. Essential attribute is took for granted by user that the product must have. Furthermore, user satisfaction could be damaged by the lack of such functions or features, but when it has been or optimized, user satisfaction could not be improved. Indifferent attribute refers to the secondary function or property, whether or not provided, customer satisfaction will not be affected. Reverse attribute refers to the function or property which will cause user dissatisfaction, because users do not have this requirement, will have the opposite effect [4].
In use of Kano model, the research of the user auditory experience on mobile terminal classify the user needs and identify the key factors of user satisfaction in order to improve the user auditory experience of the product. The advantages of the research of the user auditory experience on mobile terminal in use of Kano model as follows: 1, According to the principle of Kano model, the research can maximally help sound designers to understand the user needs of auditory experience on mobile terminal on different levels so as to make a choice among different functions in the early stages of product development [5]; 2, The Better-Worse analysis on different levels of needs offers a priority ordering of the functions will be devel-
oped thereby assisting project management and rational development [6].
Affective factors of the user audirory experience on mobile terminal
The need of the user auditory experience on mobile terminal also could be called the quality of the auditory experience service on mobile terminal. Because of the characteristics of the service on Mobile Internet, the research could draw on the evaluation method of the service quality on Mobile Internet. In this study, the five dimensions of SERVQUAL model: tangibles, reliability, responsiveness, assurance and empathy have been used for reference, but considering the difference between the needs of the user auditory experience on mobile terminal and others, especially the lower important degree on tangibles and its own unique quality factors, the chosen of model dimension should be adjusted to integrated with tangibles, reliability and empathy Tangible refers to various sound features and functions on the interface. Reliability is defined as the capacity of sound responding to user interface operation safely, accurately, and timely. Empathy refers to personalized auditory experience service for improving the sense of immersion. The quality factors of user auditory experience requirements on mobile terminal illustrated in Tab. 1.
Table 1. The quality factors of user auditory experience requirements on mobile terminal
Number Influence Factor Evaluation Item
1 Telephone Ring
2 SMS Ring
3 New Mail Suggestion
4 Mail Send Suggestion
5 Tweet Suggestion
6 Tangible Calendar Remind
7 Item Remind
8 AirDrop
9 Lock Sound
10 Button Sound
11 Sound Control
12 Alarm Clock
13 Camera
14 Distinguishable
15 Reliability Instant Feedback
16 High Sound Quality
17 Volume Adjustment
18 Individual Choice
19 Empathy Emotional Experience
20 Environment Simulation
21 Adaptivity
Kano model and its application in the user auditory experience requirements on mobile terminal
Questionnaire design. The questionnaire is designed to confirm the factors affecting the quality of the different functions according to a structured questionnaire developed by Noriaki Kano. For acquiring the users' attitudes to every function pro and con,the questions are set respectively into a pair of forward and reverse questions. In other words, the attitude of user if the product have the function and feature or not should be comprehensive explored. Each question consists of five scales, which means to
obtain 5x5 possible answers from every respondent aiming at every paired question. Questionnaire is designed as follow: What do you think about having the function of personalized sound selection?
a. I love b. it should so c. indifferent d. I can stand e. I do not like What do you think about having not the function of personalized sound selection?
a. I love b. it should so c. indifferent d. I can stand e. I do not like
Collection and analysis of data. The collective data are analyzed by the two methods of Kano Two-
Dimensional Property Classification and Better-Worse Coefficient Analysis.
Kano Two-Dimensional Attribute Classification According to the results of the questionnaire, the classification of Kano two-dimensional quality attributes is
shown in Tab. 2, which have six types: M (essential attribute), O (dimension attribute), A (charming attribute), I (indifferent attribute), R(reverse property), Q (questionable).
Table 2. Results of kano questionnaire
Q Reverse Question (the function not applied)
I love it should so indifferent I can stand I do not like
Forward question (the function applied) I love Q A A A O
it should so R I I I M
indifferent R I I I M
I can stand R I I I M
I do not like R R R R Q
Kano classified statistics Judge and analysis are based on frequency. The membership degree of each Kano category for each evaluation program could be obtained through analysis. If the frequency of different attributes are the same in some evaluation program, the classification result is determined according to the order of
M>O>A>I. The attribute statistical classification of user auditory experience requirements on mobile terminal/the summary of investigation results is shown in Tab. 3. The Tab. 3 draws a conclusion that the three quality dimensions of tangibles, assurance, empathy correspond to Ka-no two-dimensional quality attributes of I,O and I. Table 3. The attribute statistical classification of user auditory experience requirements
on mobile terminal/the summary of investigation results
Number Quality Dimension Frequency of Each Kano Two-Dimension Quality Attribute Result
(Influence Factor) M O A I R Q
1 14 8 12 12 2 0 M
2 14 4 9 19 2 0 I
3 3 5 7 30 3 0 I
4 2 4 9 27 5 1 I
5 2 3 8 24 9 2 I
6 3 4 11 22 7 1 I
7 Tangible 5 6 12 23 1 1 I
8 1 4 8 27 8 0 I
9 4 5 9 25 5 0 I
10 3 3 5 26 11 0 I
11 5 10 13 17 3 0 I
12 6 17 7 14 2 2 O
13 3 10 1 20 14 0 I
14 6 16 10 15 0 1 O
15 Reliability 4 16 12 14 1 1 O
16 3 29 6 9 1 0 O
17 15 8 7 12 6 0 M
18 3 9 12 20 2 2 I
19 Empathy 4 11 17 15 1 0 A
20 4 12 12 17 2 1 I
21 5 10 15 16 2 0 I
Better-Worse Coefficient Analysis After the discussion of Kano attribute ownership issue, the satisfaction degree of some function or feature could increase or decrease by calculating the Better-Worse coefficient based on the percentage of the Kano attribute classification. Better refers to the satisfaction coefficient improving after increasing, which means user satisfaction increased by the function or feature provided and normally is a positive value. The higher the value, the stronger the influencing effect of user satisfaction increasing. Worse, refers to the dissatisfaction coefficient decreasing after removing, which means user satisfaction
decreased by the function or feature unprovided and normally is a negative value. The higher the value, the stronger the influencing effect of user dissatisfaction increasing. A formula for calculating index was proposed by Berger in 1993 as follow.
Better=(A+0)/(A+0+M+I) Worse=(0+M)/(A+0+M+I)*(-1)
The result of user auditory experience requirement attributes on mobile terminal better-worse coefficient statistics is shown on Tab. 4.
In addition, the research draws the user satisfaction coefficient matrix chart shown in Fig. 1 with increasing satisfaction coefficient as abscissa and decreasing dissatisfaction coefficient as ordinate. There are two center lines. One presents the average value of increasing satisfaction coefficient, and the other presents the average
Table 4. The
value of decreasing dissatisfaction coefficient. Worse coefficient takes the absolute value to present for convenience. In the chart, the points in first quadrant represent the attributes to have.
better-worse coefficient statistics of user auditory experience requirement attributes on mobile terminal
Number Increasing Satisfaction Coefficient Number Decreasing Dissatisfaction Coefficient
16 74.47% 16 -68.09%
15 60.87% 17 -54.76%
19 59.57% 12 -52.27%
14 55.32% 1 -47.83%
12 54.55% 14 -46.81%
21 54.35% 15 -43.48%
20 53.33% 2 -39.13%
11 51.11% 20 -35.56%
18 47.73% 11 -33.33%
1 43.48% 21 -32.61%
7 39.13% 19 -31.91%
6 37.50% 13 -27.66%
17 35.71% 18 -27.27%
9 32.56% 7 -23.91%
13 32.35% 9 -20.93%
4 30.95% 3 -17.78%
8 30.00% 6 -17.50%
5 29.73% 10 -16.22%
2 28.26% 4 -14.29%
3 26.67% 5 -13.51%
10 21.62% 8 -12.50%
Average Value 42.82% Average Value -32.25%
ЙО ООЧ
60 004
50 004
Decreasing 4 .....
Satisfaction Coefficient
30004
♦ 2
32.25*
♦ 17
• 1
12 •
14 ♦
15 ♦
13 ♦ •
♦ 7
♦ 9
♦ io *3 5 г*4 ♦ 6
8
U ♦ .
19
10.004
42.82%
0.00k
0004 10.00» 20.00% JO.00* 40004 50004 60004 70004 80.00%
Increasing Satisfaction Coefficient
Fig. 1. User Satisfaction Coefficient Matrix (The Numbers in the Figure are the numbers in the Original Scale)
Result analysis. Through the classification of Kano two-dimensional attributes and Better-Worse coefficient analysis, the research draws a conclusion that the evaluation programs such as telephone ring, sound control, alarm clock, distinguishable, instant feedback, adaptivity, environment simulation, emotional experience and volume adjustment improving user auditory experience on mobile terminal effectively should be developed by priority.
Conclusion
Now, there are a variety of default sound settings on mobile terminal which belong to minor attributes not be developed or postponed to develop in order to save the cost of design and improve efficiency. The need of user represents the trend of personalization gradually, but in fact, not all personalization attributes could improve the satisfaction of user auditory experience based on Kano two-dimensional attribute classification. Thus, the evaluation programs of empathy could be developed selectively to make a balance between user satisfaction and the cost of product.
Nowadays, sound becomes to be a important part of multi-channel interface design, while user auditory experience always is ignored in the process of interface design on mobile terminal. This study contributes to the solution of several significant auditory problems in customer-oriented product design in theory as well as practice based on Kano.
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