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DR. VASSILIS-JAVED KHAN WORKSHOP: PUTTING MOBILE SERVICES INTO CONTEXT WARSAW JUNE 2011 PowerPoint Presentation
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DR. VASSILIS-JAVED KHAN WORKSHOP: PUTTING MOBILE SERVICES INTO CONTEXT WARSAW JUNE 2011

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DR. VASSILIS-JAVED KHAN WORKSHOP: PUTTING MOBILE SERVICES INTO CONTEXT WARSAW JUNE 2011

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  1. EVALUATING USER EXPERIENCE OF MOBILE, CONTEXT-AWARE APPLICATIONS IN AUGMENTED VIRTUALITY DR. VASSILIS-JAVED KHAN WORKSHOP: PUTTING MOBILE SERVICES INTO CONTEXT WARSAWJUNE 2011

  2. FINANCIAL SPONSOR: RAAK Pro scheme of: RESEARCH PARTNERS: Dr. Vassilis-Javed Khan Dr. Paul Ketelaar Dr. Marnix van Gisbergen Dr. Andrés Lucero Dr. Koos Nuijten Arief Ernst Hühn Nils Desle

  3. ME • Senior Lecturer, Academy of Digital Entertainment, NHTV Breda University of Applied Sciences,The Netherlands • Philips Research, Eindhoven • Vodafone R&D, Maastricht • MSc., CEID, UPATRAS.GR • PhD., Dept. Industrial Design, Eindhoven University of Technology, TUE.NL

  4. INDEX • Position the approach we take compared to Lab & Field studies • Present our setup • Present 3 studies of the evaluation of a mobile, location-based app in our setup • Conclusions • Challenges / Future work

  5. ULTIMATE GOAL OF CONTEXT-AWARE APPS • Provide added value to user • How to evaluate user’s experience while taking context into account? • Lab vs. Field test

  6. LAB • Highly controllable • Useful for usability-related studies • Ecological valid? • Context?

  7. FIELD TEST • Context • Difficult to conduct • Logistic & technical challenges • Difficult to observe • Few participants • Qualitative

  8. EVALUATION IN AUGMENTED VIRTUALITY • Context • Easy to manipulate • Large numbers of participants • Can include mobile phones, tablets, other interaction devices • Can observe behavior Khan, V.J., Nuijten, K. & Deslé, N. (2011). Pervasive Evaluation Application within Virtual Environments. Proceedings of International Conference on Embedded Computing and Communication Systems, PECCS 2011, 261-264

  9. VIRTUALITY CONTINUUM MIXED REALITY Real Environment Augmented Reality Augmented Virtuality Virtual Environment Milgram, P. & Kishino, F. (1994) A taxonomy of mixed reality visual displays. IEICE transactions on information systems, E77-D(12)

  10. OUR SETUP: CAVE • 4 back-projection screens • 3.5 x 2.6 m. • Illusion of a continuous 360oview • Head-tracking with 4 Wii-Motes • User wears a headband with infrared LED • ”Human joystick” • V.E. created in Maya & rendered using the OGRE 3D engine • Two V.E. • Supermarket, • City in an island • More to come

  11. OUR SETUP • The virtual supermarket is a generic supermarket, based on common denominators found in typical Dutch supermarkets • Contains: isles, freezers, checkout counters, etc., all rendered with photo realistic graphics • Audio: typical supermarket music, typical announcements • ~20% of the shelves are filled with products • Android app, Bluetooth communication with V.E.

  12. NOVELTY • Immersive User Experience • Nearly photo-realistic vs. low resolution graphics • CAVE vs. V.E. presented on monitors • Research focused on UX, going beyond effectiveness and efficiency • i.e. perceived intrusiveness, shopping behavior, feeling of presence, etc. • Capturing actual behavior vs. opinion • Marketing studies used exclusively scenario-based methods

  13. 3 STUDIES • Location-based ads • Study 1: 27 participants (pilot) • Study 2: 70 participants • Study 3: 70 participants • Wanted to measure: Perceived intrusiveness of ads • Has been reported: • Perceived intrusiveness of ads leads to ad irritation1 • High values of ad irritation lead to ad avoidance1 1Li Hairong, S. & Lee, J., 2002. Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2):37–47

  14. STUDY1 • Ad: Chewing gum • Push • Controlled for: • Product involvement • Attitude towards advertising in general • Measurement: Perceived intrusiveness • Results: Location-congruent ads lead to less ad intrusiveness than location-incongruent ads (virtual location) GROUP1: SAW AD WHILE AT SOUP SHELF GROUP2: SAW AD AT COUNTER (NEXT TO CHEWING GUM) Hühn, A.E., Khan, V.J., Ketelaar, P., Nuijten, K., Gisbergen van, M., Lucero, A. (2011-to appear). The Effect of Location on Perceived Intrusiveness of Mobile Ads. Proceedings Chi-Sparks 2011

  15. STUDY2 • Differences with study 1: • More participants • Open task • Exact same location for both groups • Products on shelf changed for groups • Soup ad for both groups • Same result with study 1 • Location-congruent ads lead to less ad intrusiveness than location-incongruent ads (virtual location) Hühn, A.E., Khan, V.J., Nuijten, K., Gisbergen van, M., Lucero, A., Ketelaar, P.(2011-to appear). The Effect of Location on Perceived Intrusiveness of Mobile Ads. Proceedings ICORIA 2011

  16. STUDY3 • Same setup with Study 2 • Ad of Soup • Location-Based • Measurement: perceived intrusiveness • Differences: • Same products on shelves for both groups • One group saw a social recommendation along with the location-based ad • Results: ad with social recommendation is perceived as more intrusive GROUP1: Along with the ad they saw a social recommendation GROUP2: Saw just the ad Study conducted by: Stephan van de Kruis

  17. CONCLUSIONS • Location does positively affect perceived intrusiveness of mobile ads • Social recommendations would not help mobile, location-based ads • Demonstrated a V.E. where UX research of mobile, context-aware systems can be performed • Adjustments of the V.E. and context are done easier, are more controllable and faster compared to an experiment in a real life setting • Reproducibility • If there is an initial halo-effect it does not affect the actual perceptions

  18. CHALLENGES / FUTURE WORK • Fill supermarket with a representative product set(~20K products) • Head tracking with MS Kinect • Have a more complete phone app • Shop with mobile phone • Include personalization profile • Ability to interact with products • Use log and video input for analyzing behavior • Social context: Avatars • Corroborate qualitative findings of previous research endeavors & explore new research directions • Validation studies

  19. SUMMARY • 3 studies of mobile, location-based ads evaluation in augmented virtual supermarket • CONTACT • khan.j@nhtv.nl • vjkhan.com • @v_j_khan ACKNOWLEDGEMENTS Photos & Graphics: Arief Ernst Hühn, Paula Isphording Financial sponsor: RAAK Pro scheme of: Research partners: