Which Hierarchical Levels of Value Description of Design Concepts Enhance Anticipated UX? Effects of Product Type on User Expectations

Abstract

This study investigates the effects of the description of design concepts and the ease of anticipating how to use products on users’ subjective evaluation before use. The findings of this study contribute to considerations of a method of value transmission to be used to enhance the anticipated UX. Usefulness, usableness, desirableness, and willingness to use were compared among four conditions with different levels of value evaluation structure (product attributes, functional benefits, emotional benefits, essential value). The results reveal that the participants experienced a greater expectation of product attributes when they more easily imagined using them. On the other hand, participants felt a high expectation of emotional benefit when they found it difficult to anticipate how to use a product.