There are various interaction mechanisms that can be used to elicit positive emotional responses described in this chapter, as well as ways to avoid negative ones.
Chapter 5: Emotional Design
(in the book it says Affective Aspects, but the content is more or less the same as far as I can tell).
Assignments:
(a) Look at a website that has a virtual assistant, e.g. Anna at Ikea or one of the case studies featured by the Digital Animations Group (DAG) at http://www.dagroupplc.com, who specialize in developing a variety of online agents, and answer the following:
I've decided that I'll go with Ikea on this one.
Ikea - Anna
What does the virtual agent do?
The virtual agent appears in a window at the top right when you click on ‘Ask Anna’. She/it appears as an animated blonde woman who blinks, smiles and introduces herself as an “automated assistant.” The interface itself is text-based but with the addition of sound enhancements.
Anna provides help to visitors on the website. This help includes supporting users in their online shopping experience and functions like most search engine interfaces like Amazon or Play, by providing helpful links to the appropriate item the users are looking for. The response is provided via text and, optionally, audio.
What type of agent is it?
A customer service representative which looks like your regular, friendly employee of Ikea; typically with a Swedish look.
A customer service representative which looks like your regular, friendly employee of Ikea; typically with a Swedish look.
Does it elicit an emotional response from you? If so, what kind?
I'm never particularly bothered about virtual avatars. They always look too bland to elicit a delighted response from me. I even find the avatar I made on my Xbox 360 to be wooden. The same goes for Ikea's Anna. If indifference is an emotion, then that's the only one I feel right now. It might be that I'm just too jaded for these interfaces. Perhaps I should find one that gives me direct insults.
What kind of personality does it have?
An amiable personality, much like a customer would expect with staff members in Ikea. She also seems relaxed.
How is this expressed?
Facial expressions such as blinking, smiling all the time, slightly tilts her head to one side and back.
What kinds of behavior does it exhibit?
That of a normal human being working for the company, maybe? The audio voice isn't really up to scratch and doesn't seem to match the animation, though. The behaviour seems fluid enough, nonetheless.
What are its facial expressions like?
I think I just answered this question. Her entire face overall suggests that she's euphoric and happy to help.
What is its appearance like? Is it realistic or cartoon-like?
A stylised cartoon of a Swedish woman.
Where does it appear on the screen?
As I said, top-right corner.
How does it communicate with the user (text or speech)?
The agent takes queries via text input and gives a response via text/audio.
Is the level of discourse patronizing or at right level?
Is the agent helpful in guiding the user towards making a purchase or finding out something?
I find it helpful enough.
Is it too pushy?
No.
What gender is it? Do you think this makes sense?
It is a female. It could make sense in the assumption that most online shoppers are women. Most men I think are also more inclined to have a charming woman help with anything they need, even in the actual shopping setting. This is probably due to the friendly female being a representative of the helpful customer services assistant.
Would you trust the agent to the extent that you would be happy to buy a product from it or follow it guidance? If not, why not?
I would, because it is a virtual robot in essence. Not only that but the agent is also informative and helpful. I see no reason to distrust an automated assistant agent, because I am visiting the official Ikea site for the purpose of searching and buying things anyway. Anna works as an agent to help with that specific purpose.
What else would it take to make the agent persuasive?
Perhaps an improvement of visual appearance and interaction, other than that I thought the agent was helpful enough.
(b) Next look at an equivalent website that does not include an agent but is based on a conceptual model of browsing, e.g. Amazon.com. How does it compare with the agent-based site you have just looked at?
I've selected Amazon for this case.
Is it easy to find information?
Yes. Amazon is quite simplified and well organised for the user. There's a search bar along the top of the screen that you can type into if you want to find a certain book, CD, DVD, clothes or what have you. If the search terms are too generic then you can also select a category in which to limit the search to e.g. Music, Luggage, Jewellry, Books and so on.
What kind of mechanism does the site use to make recommendations and guide the user in making a purchase or finding out information?
It also recommends you items similar to what you have either purchased or looked at, and gives you information about the newest releases which also relate to your browsing habits on the website, as well as offering various deals and promoting other products, usually on right-hand side.. These I would consider all ideal for the consumer.
Would the site be improved by having an agent? Explain your reasons either way.
Amazon seems to encompass a lot more than furniture and home improvement products that Ikea does, so there might be less inclination for an interactive avatar to be put into place. The agent may improve the experience only by a bit, and probably for a small number of online shoppers. Ultimately, the content on Amazon itself is already easy to use, therefore I don't think there is a need for the addition.
I trust both, mainly because they're the official website of each company. Anna on the Ikea website does not seem to displace any of the other features or indeed the nature of browsing itself, which is what the website it primarily for. Both websites are well designed, and both companies have a strong brand of design and customer service, so I would trust both on equal footing.
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