66 PART | II ITS users
to the interactions, reactions, emotions, and perceptions while using an app,
service, website, or product.UX is defined by the international organization for
standardization, as “A person’s perceptions and responses resulting from the use
or anticipated use of a product, system or service.” It often refers to how one
feels about each interaction one has with what is in front in the moment of use.
Don Norman, and Jakob Nielsen (2019) declare “UX“ encompasses all aspects
of the end-user’s interaction with the company, its services, and its products.
Hassenzahl (2008), defined UX as a momentary, primarily evaluative feel-
ing (good/bad) while interacting with a product or service. According to Law
et al. (2009), UX, is dynamic, context-dependent, and subjective. He suggested
that UX shifts attention from the product and materials (i.e., content, function,
presentation, interaction) to humans and feelings—the subjective side of prod-
uct use.
According to Hassenzahl (2003), people perceive interactive products along
two different dimensions: pragmatic quality and hedonic quality. He describes
“Pragmatic quality” as the product’s perceived ability to support the achieve-
ment of “do-goals,” such as “making a telephone call”. It focuses on the prod-
ucts’ utility and usability in relation to potential tasks.
“Hedonic quality” as defined by Hassenzahl (2003) is the product’s per-
ceived ability to support the achievement of “be-goals,” such as ”being compe-
tent,” “being related to others,” and “being special”. It asks the question of why
does someone own and use a particular product.
Hedonic quality contributes to the core of positive experience and is related
to the user’s psychological well-being. On the other hand, pragmatic attributes
are related to the practical usage and functions of the product that results in
satisfaction. According to Fredheim (2011), satisfaction emerges if a user uses
a product or service to achieve certain goals and the product or service fulfils
those goals.
According to Hassenzahl (2003), “Good UX is the consequence of fulfilling
the human needs for autonomy, competency, stimulation (self-oriented), relat-
edness, and popularity (others-oriented) through interacting with the product or
service (i.e., hedonic quality).”
Nowadays, the term “experience-driven design” or “experience design” is
used to describe the process of designing for UX (Hassenzahl, 2013). According
to Hassenzahl (2013), the purpose of experience design is to bring the resulting
experience to the fore—to design the experience before the product. Law et al.
(2009) argue that UX is a subjective and dynamic concept, influenced by several
contextual factors.
Robert and Lesage (2010) define the characteristics of UX as follows. First,
UX is multidimensional and holistic. It has six dimensions, namely, functional,
physical, perceptual, cognitive, social, and psychological, and two meta-levels
are related to each of them: sense making and aesthetics. Second, UX is sub-
jective. It partly depends on what the user brings to the interaction with the
system in terms of moods, sensitivity, attitudes, prejudice, interests, knowledge,