Co-creation of value for user experiences Chapter | 5 65• User- centered models
• Help designers and developers to understand the people who will use
their products.
• Integrate several disciplinary approaches to offer ways to understand
people’s actions, and aspects of experience that people will find relevant
when interacting with a product.
• Hassenzahl’s (2003) model provides a theoretical model to describe peo-
ple’s goals and actions when interacting with products.
• Interaction-centered models
• Explore the role that products serve in bridging the gap between designer
and user.5.2 User experience (UX)
Among human–computer interaction (HCI) practitioners, UX (UX) design is
becoming a core concept. Donald Norman was amongst the first authors to use
the term “UX” to describe all aspects of a person’s experience with a system
(Norman, Miller, & Henderson, 1995). Other definitions and models have been
proposed by researchers such as Forlizzi and Ford (2000), Hassenzahl (2003),
and Karapanos, Zimmerman, Forlizzi, & Martens (2010).
UX design goes beyond user interface (UI) design. ‘Experiencing’ is defined
by Roto, Law, Vermeeren, and Hoonhout (2011) as an individual’s stream of
perceptions, interpretations of those perceptions, and resulting emotions during
an encounter with a system. A person can experience an encounter with a sys-
tem in a different way. Thus the individual and dynamic nature of experiencing
the encounter with a system is important.
5.2.1 The difference between UX and UI design
There is often confusion between UI and UX design. Although these two are
often used interchangeably, they are different. According to Stevens (2019), UI
is the actual interface of a product. The visual design of the screens a user navi-
gates through when they click when browsing a website or using a mobile app.
Any interaction a user has with a product or service is referred to as UX. It is
important to consider each element that shapes this experience, how it makes
the user feel, and how easy it is for the user to accomplish their desired tasks
when we design for UX. UX design means we are to create easy, efficient,
relevant, and pleasant experiences for the user when they are using the system.
Usability is not the same as to UX. It means whether one can achieve a task
or goals with a product or service. But simply being able to achieve the task of
picking does not give us the whole picture of how one feels about doing it.
Ken Norton, exProduct Manager at Google, Partner at Google Ventures
describes UX as the user’s journey to solve a problem. UI is concerned with
how a product’s surfaces look and function. In the digital world, UX refers