64 PART | II ITS users
to take a crossdisciplined collaboration approach between, users, design, and
technology. This chapter describes why UX should be considered when design-
ing ITS.
If we want an effective ITS, we should shift our focus away from technol-
ogy-driven ITS research and development to user-oriented design. For ITS to
be successful in reducing incidence and severity of road crashes, research must
be focused on developing criteria and procedures that will allow ITS human-
machine interfaces to be designed and evaluated on safety performance grounds.
When designing ITS applications, it is imperative that the system should pro-
vide positive UXs and enhance people’s lives. We should focus on making the
overall experience of the end user delightful and efficient.
5.1.1 Empathy
To meet the needs and values of all the users and for ITS to work, we must
design for experiences. According to McDonagh (2008) empathy is defined as
“the intuitive ability to identify with other people’s thoughts and feelings – their
motivations, emotional and mental models, values, priorities, preferences, and
inner conflicts.” Mattelmäki and Battarbee (2002) argued that empathy supports
the design process as design considerations move “from rational and practical
issues to personal experiences and private contexts.” According to Koskinen et
al., (2003) “empathic design,” is when designers’ try to get closer to the lives
and experiences of (putative, potential or future) users, in order to increase the
chance that the product or service designed meets the user’s needs.
5.1.2 Experience
According to Forlizzi and Battarbee (2004), experience design research is con-
cerned with the interactions between people and products, and the experience
that results. This includes all aspects of experiencing a product such as physical,
sensual, cognitive, emotional, and aesthetic. Many different disciplines such as
anthropology, business, cognitive science, design, philosophy, social science,
and others have developed models to help us understand experiences’ theoretical
approaches to help us understand experiences. These approaches are grouped as
product centered, user centered, and interaction centered by Forlizzi and Bat-
tarbee (2004). Forlizzi and Battarbee (2004) gave the definitions as follows:
• Product-centered models
• Provide straightforward applications for design practice.
• Provide information to assist both designers and nondesigners in the pro-
cess of creating products that evoke compelling experiences.
• Describe the kinds of experiences and issues that must be considered in
the design and evaluation of an artifact, service, environment, or system.
• Often take the form of lists of topics or criteria to use as a checklist when
designing