Human-Centered Research: Conceptual Idea

Abstract

Human-Centered Research (HCR) focuses on the interactions between humans (subjects) and products, services, systems, or policies (objects). The systematic analysis aims to understand the dynamics of these interactions and contribute to the development of value-creating and sustainable solutions. Factors such as service quality, social environment, service interface, past experiences, and attitudes are considered. Future research initiatives include developing comprehensive measurement tools, investigating value co-creation, and empirically validating the proposed dimensions. The framework integrates established theories and models.

Key Learnings

• Understanding the Core Components of HCR: Learn about central elements such as environment, subject, object, interaction, experience, observer, setting, stimulation, and behavior, and how they interact to create valuable user experiences.
• Influencing Factors of User Experience: Understand how service quality, social environment, service interface, past experiences, and attitudes affect user interaction and satisfaction.
• Systematic Analysis of User Interactions: Gain insights into methodologies for systematically observing and measuring user behavior to make targeted improvements.
• Integration of Established Theories: Discover how theories like Service-Dominant Logic (SDL), Experience Economy, and the Technology Acceptance Model (TAM) are integrated into the framework to deepen understanding of value creation.
• Research Proposals and Practical Applications: Benefit from concrete research proposals that can help develop comprehensive measurement tools, investigate value co-creation, and conduct empirical validations.

Background and Problem Statement

Human behavior is influenced by the environment and interaction with objects (products, services, systems, or policies) and the resulting experiences. These interactions stimulate behavior observable and significantly influenced by past experiences. Human-Centered Research analyzes interactions to create value-creating and sustainable solutions.

This paper outlines ideas for a systematic conceptual framework that represents the interactions and various dimensions of user experience and their impact on value creation. The goal is to develop a deeper understanding of these interactions and enable the creation of effective, satisfying, and engaging human-centered solutions.

Concepts and Terminology

This theoretical concept offers a comprehensive approach to analyzing and optimizing interactions. By considering the environment, subject, object, interaction, experience, observer, setting, stimulation, and behavior, researchers and designers can gain deeper insights into the dynamics of human-centered interactions and develop more effective, satisfying, and engaging solutions.

Environment

The environment includes all external conditions and contextual factors that influence interactions between subjects and objects. This encompasses physical, social, and cultural aspects. The environment can significantly affect the perception and properties of the object and how the subject interacts with it.

• Definition: The external conditions and contextual factors influencing interactions between subjects and objects.
• Significance: Influence interaction, perception, and properties of the object.

Subject

Individuals interacting with a product, service, or system. Their experiences and perceptions as users and consumers are central to value creation, as they are the essential actors in the interaction process.

• Definition: Individuals interacting with a product, service, or system.
• Significance: Their experiences and perceptions are central to value creation.

Object

Elements like products, services, systems, or policies with which people interact as users or consumers. These objects are designed to stimulate user behavior and reactions. They carry the value proposition and must be optimally designed to meet user needs and expectations.

• Definition: Elements with which users and consumers interact.
• Significance: Stimulate user behavior and reactions.

Interaction

The process of engagement between the subject and object. Interactions encompass all touchpoints and moments that lead to the formation of experiences. This process is dynamic and bidirectional, as both the subject and object influence the interaction.

• Definition: The process of engagement between the subject and object.
• Significance: Encompasses all touchpoints and moments of interaction.

Experience

The cumulative perceptions and reactions of the user shaped by interactions. Experiences are crucial as they influence future behavior and perceptions. Positive experiences can lead to loyalty and trust, while negative experiences can have the opposite effect.

• Definition: The cumulative perceptions and reactions of the user shaped by interactions.
• Significance: Influences future behavior and perceptions.

Observer

An external person or system that observes and analyzes interactions. The observer draws normative (how it should be) and descriptive (how it is) conclusions. It is important to recognize that observations can be subjective and this subjectivity must be considered in the analysis.

• Definition: An external person or system that observes and analyzes interactions.
• Significance: The observer draws normative and descriptive conclusions, considering the subjectivity of observations.

Setting

The environment in which the observation is made. The setting can significantly influence interactions and the resulting experiences. It includes both the physical environment and the social and cultural context in which the interaction takes place.

• Definition: The environment in which the observation is made.
• Significance: The setting can significantly influence interactions and the resulting experiences.

Stimulation

The object stimulates the experience and thus the benefit or disadvantage that the subject derives from the interaction. This stimulation influences the behavior of the subject and is crucial for the quality of the overall experience.

• Definition: The object stimulates the experience and thus the benefit or disadvantage.
• Significance: For the observers, only the behavior is observable, not the benefit or disadvantage.

Behavior

The visible actions and reactions of the subject during the interaction. Behavior is a direct indicator of the quality of the interaction and the resulting experience. It provides important data that can be used to analyze and optimize interactions.

• Definition: The visible actions and reactions of the subject during the interaction.
• Significance: Behavior is a direct indicator of the quality of the interaction and the resulting experience.

Description of Influencing Factors

Factors such as quality, social environment, service interface, past experiences, or attitudes play a crucial role in shaping the overall experience and the resulting value. Through systematic analysis and optimization of these factors, researchers and designers can gain deeper insights into the dynamics of human-centered interactions and develop more effective, satisfying, and engaging solutions.

Quality

Service quality includes the efficiency, effectiveness, reliability, and professionalism of the offered objects. High quality creates trust and satisfaction, while low quality leads to frustration and negative perceptions.

• Definition: The perceived quality of interactions and services.
• Significance: High quality leads to a better user experience and increases the perceived value of the interaction.

Social Environment

The social environment includes the cultural and societal norms that influence user behavior and expectations. Different cultural contexts may influence how users interact with products and services.

• Definition: The social context in which interactions occur, including cultural and societal norms.
• Significance: The social environment can influence user expectations and perceptions, affecting the overall quality of the experience.

Service Interface

The service interface is the interface through which users interact with an object (e.g., product or service). An intuitive and user-friendly interface facilitates use and significantly contributes to a positive experience.

• Definition: The design and usability of the interface through which interactions occur.
• Significance: A well-designed interface improves usability and reduces frustration, leading to a more positive experience.

Experiences

Experiences influence current user expectations. Positive experiences in the past increase the likelihood that users will continue to interact with a product or service, while negative experiences can lead to distrust and rejection.

• Definition: Previous interactions that shape current expectations and perceptions.
• Significance: Positive or negative past experiences can strongly influence current expectations and satisfaction with new interactions.

Attitude

A user's attitude can greatly influence how they perceive an interaction and what expectations they have. A positive attitude can lead to a more open and satisfying interaction, while a negative attitude can negatively affect the user experience.

• Definition: The general attitude or disposition of a user towards an object or interaction.
• Significance: A user's attitude can greatly influence how the subject perceives an interaction.

Dimensions of Experience

In the interaction, people experience their environment and the object. In Human-Centered Research, it is crucial to systematically analyze the various dimensions of the user experience. These experiences significantly influence the perception of the benefit and quality of an object and thus the entire value creation. By examining sensory, affective, cognitive, physical, and social identity experiences in detail, researchers and designers can gain deeper insights and thus develop more effective and satisfying solutions.

Sensorial Experience (Sense)

• Definition: Involvement of the five senses (seeing, hearing, feeling, tasting, smelling).
• Influence on Value: Positive sensory experiences increase the perceived overall value of the interaction.

Affective Experience (Feel)

• Definition: Emotional reactions elicited by the interaction.
• Influence on Value: Emotional connections enhance user engagement and loyalty.

Cognitive Experience (Think)

• Definition: Intellectual engagement and stimulation.
• Influence on Value: Intellectual satisfaction enhances perceived value and usability.

Physical Experience (Act)

• Definition: Physical experiences and interactions.
• Influence on Value: Comfortable and intuitive interactions improve usability and reduce fatigue.

Social Identity Experience (Relate)

• Definition: Sense of belonging and social identity.
• Influence on Value: Social belonging enhances user engagement and community building.

Interaction Outcomes

Systematic observation and analysis of user behavior and experiences allow for evaluating the outcomes of interactions and making targeted improvements. Satisfaction, loyalty, brand value, behavioral intentions, as well as physical, psychological, and social states are key indicators of success or value creation. Observing user actions, emotional reactions, and feedback provides important data that can be used to optimize user experiences.

Behavioral Intentions

• Definition: Actions users intend to take based on their experiences.
• Significance: Behavioral intentions, such as reusing a product or making recommendations, are direct indicators of the effectiveness of the user experience.

Physical States

• Definition: Changes in the user's physical well-being.
• Significance: Positive interactions can improve physical well-being, while negative experiences can cause health complaints.

Psychological States

• Definition: Changes in the user's emotional and mental state.
• Significance: Good design and positive interactions promote psychological well-being and reduce stress, while poor experiences can lead to frustration and emotional strain.

Social States

• Definition: Changes in the user's social behavior and interaction.
• Significance: Positive experiences can promote social well-being and a sense of community, while negative experiences can cause isolation or social tensions.

Satisfaction

• Definition: Meeting or exceeding user expectations.
• Significance: Satisfaction is an important indicator of how well user needs and expectations are met. High satisfaction leads to positive user reviews and increased user engagement.

Loyalty

• Definition: Continued use and positive recommendations.
• Significance: Loyalty is shown in users' willingness to repeatedly use and recommend the product or service. This contributes to long-term customer retention and brand strengthening.

Brand Value

• Definition: Increased value attributed to the brand.
• Significance: Strong brand value results from positive user experiences and positively influences brand perception, leading to a competitive advantage.

Observable Behavior

In addition to obvious user actions, emotional reactions, and feedback, there are other important behaviors that can be observed. These include dwell time, navigation patterns, abandonment rates, repeated use, conversion rate, social interactions, usage intensity, as well as error messages and support requests. Observing and analyzing these behaviors provides valuable data that can be used to improve the user experience and the effectiveness of products and services.

Subject Actions

• Definition: Direct interactions with the object (e.g., usage patterns).
• Significance: Analysis of usage patterns provides insights into user preferences and the effectiveness of the product or service.
• Measurement: Number and type of interactions, e.g., clicks, keystrokes, navigations.

Emotional Reactions

• Definition: Visible emotional reactions (e.g., satisfaction, frustration).
• Significance: Emotional reactions provide insights into how users perceive the product or service and whether their expectations are met.
• Measurement: Observation, video analysis, facial recognition technology, user satisfaction surveys.

Feedback

• Definition: User-provided ratings and comments on the experience.
• Significance: User feedback is a valuable source of improvement suggestions and provides insights into the strengths and weaknesses of the product or service.
• Measurement: Number and quality of feedback, analysis of comments and ratings.

Dwell Time

• Definition: The time a user spends with a product, service, or specific task.
• Significance: Longer dwell time can indicate high user interaction and engagement, while short dwell time may indicate disinterest or frustration.
• Measurement: Timestamps, tracking software, analysis software.

Navigation Patterns

• Definition: How users navigate through a facility, website, app, or system.
• Significance: Analysis of navigation paths can help identify user preferences and potential obstacles in user guidance.
• Measurement: Heatmaps, click-path analysis, user flow diagrams.

Abandonment Rates

• Definition: The frequency with which users abandon an interaction or fail to complete a task.
• Significance: High abandonment rates can indicate problems or difficulties in use, while low abandonment rates indicate a successful and satisfying user experience.
• Measurement: Tracking software, abandonment analysis, conversion rate analysis.

Repeated Use

• Definition: The number of times a user returns to a product or service.
• Significance: Repeated use indicates that the user is satisfied and has recognized the product's or service's benefits.
• Measurement: Usage frequency, repeat rates, customer retention analysis.

Conversion Rate

• Definition: The percentage of users who perform a desired action (e.g., purchase, sign-up).
• Significance: A high conversion rate shows the effectiveness of the product or service in meeting user expectations and needs.
• Measurement: Conversion tracking, analysis software, A/B testing.

Social Interactions

• Definition: Users' interactions with other users within the system (e.g., comments, reviews, social networks).
• Significance: Social interactions can positively influence user engagement and the perception of the product or service.
• Measurement: Number of interactions, analysis of social networks, interaction rates.

Usage Intensity

• Definition: The frequency and duration of using a product or service.
• Significance: High usage intensity can indicate a high perceived value and strong user engagement.
• Measurement: Usage frequency, dwell time, session duration.

Error Messages and Support Requests

• Definition: The number and type of errors users experience, as well as the frequency of support requests.
• Significance: Many error messages and support requests can indicate usability issues, while few such incidents indicate a user-friendly and stable application.
• Measurement: Number of error messages, analysis of support requests, error logs.

Research Approaches

To further develop and validate this conceptual framework, it is useful to develop standardized tools for measuring behavior, user experience, and interaction outcomes. Research is needed to investigate how human-centered design contributes to value creation and how engagement and co-creation between users and organizations can be further developed. Empirical validation through studies of the proposed dimensions and their impact on the overall experience and outcome of the interaction is necessary.

• Service-Dominant Logic (SDL): Asserts that value is co-created through interactions between providers and users.
• Integration Approach: This framework aligns with SDL by emphasizing value co-creation in user interactions. It examines how collaboration between users and organizations leads to joint value creation.

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• Experience Economy: Emphasizes the importance of creating memorable experiences as a source of value.
• Integration Approach: This framework integrates the focus of the Experience Economy on sensory, affective, cognitive, physical, and social dimensions. It aims to create experiences that enhance perceived value and user satisfaction.

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• Technology Acceptance Model (TAM): Suggests that perceived ease of use and perceived usefulness determine the user acceptance of technology.
• Integration Approach: This framework considers TAM by analyzing how these perceptions influence user behavior and value creation. It examines the factors that contribute to the acceptance and effective use of technologies.

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• Welfare Theory: Examines how economic decisions affect the overall welfare of society.
• Integration Approach: Analysis of how human-centered design approaches can maximize social welfare.

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• Utility Theory: Analyzes how consumers maximize utility from various goods and services.
• Integration Approach: Examination of interactions between subjects and objects to understand how different properties, past experiences, or attitudes influence perceived utility.

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• Consumer Behavior: Studies the decision-making processes of consumers in selecting, purchasing, and using goods and services.
• Integration Approach: Analysis of how sensory, affective, cognitive, and physical experiences influence consumers' purchasing decisions and behavior.

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• Price Theory: Studies how willingness to pay or acceptance of objects is determined and how it influences consumer behavior.
• Integration Approach: Analysis of how price changes affect the perception of value and user interaction with objects.

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• Psychological Factors of Interaction: Studies how psychological factors such as perception, emotion, and cognition influence users' interactions and decisions.
• Integration Approach: Analysis of how different psychological experiences influence interactions with objects and the mechanisms underlying these decisions.

• Normative Decision Theory: Theories that describe how decisions should be made in interactions to achieve optimal outcomes.
• Integration Approach: Application of normative decision theory to analyze human decisions and regulation by authorities to develop optimal interaction designs.

• Decision Theory: Studies decision-making processes in organizations and how these decisions can be optimized.
• Integration Approach: Analysis of how decisions are made in product and service design and how these decisions influence the user experience.

• Theories of Regulation: Theories that describe how consumers and regulatory authorities should make decisions to maximize social welfare.
• Integration Approach: Application of these theories to develop interaction designs that are optimal for both users and society.

The proposed structure and integration with established theories and models from various scientific disciplines provide a solid foundation for further development and validation of the theoretical framework for Human-Centered Research.

Summary

This work has developed and presented a comprehensive theoretical framework for Human-Centered Research (HCR). The main goal of HCR is to create value-creating and sustainable solutions through the systematic analysis of interactions between users (subjects) and objects (products, services, systems, or policies).

Within this concept, central components such as environment, subject, object, interaction, experience, observer, setting, stimulation, and behavior were defined and examined. Each of these components plays a crucial role in designing and evaluating user experiences.

The environment includes the external conditions and contextual factors that influence interactions. The subject is the users, whose experiences and perceptions are central to value creation. The object is the elements with which users interact, aiming to stimulate user behavior and reactions. Interaction is the process of engagement between subject and object, while the experience encompasses the user's cumulative perceptions and reactions. The observer analyzes these interactions and draws normative and descriptive conclusions, with the setting describing the environment in which the observation is made. Stimulation describes how the object influences the user's experience, and behavior refers to the user's visible actions and reactions.

Factors such as service quality, social environment, service interface, past experiences, and attitudes were also considered. These factors significantly influence the overall experience and the resulting value.

The dimensions of experience include sensory, affective, cognitive, physical, and social identity experiences. These various dimensions are crucial for developing a deep understanding of user interactions and their impact on value creation.

The outcomes of well-designed human-centered experiences include satisfaction, loyalty, brand value, behavioral intentions, as well as physical, psychological, and social states. Through systematic observation and analysis of user behavior and experiences, targeted improvements can be made.