Hello, my name is Bethany Welgoss and on behalf 2 0:00:05.600,0:00:10.130 3 That's Why it Works Beautifully: An Exploratory 4 Study Using Design Strategies to Violate Aesthetic Principles as Means to Influence Usage Behaviors.
So first, take a moment to consider the rotated 6 0:00:19.949,0:00:23.560 7 annoyed or uncomfortable --> or maybe you wish 8 you could correct it, 9 But regardless of your response --> the square likely violated your aesthetic expectations
based on the precedent set by the other squares 11 0:00:33.250,0:00:36.740 12 our everyday product interactions, 13 But how might we behave differently with our products if our aesthetic expectations are
violated?
In this paper, we explore how the violation 16 0:00:45.850,0:00:50.760 17 human-design relationships, 18 So what is an aesthetic experience? 19 Traditionally --> aesthetics are considered in relation to beauty, but an emerging literature
suggests that aesthetic experiences extend 21 0:01:02.120,0:01:04.010 22 0:01:04.010,0:01:08.259 23 with using a new smartphone, 24 You might be drawn to aspects of the phone appearance, but more significantly you might
be drawn to the pleasing tactile weight, the 26 0:01:16.439,0:01:19.290 27 needs, 28 So an aesthetic judgment not only relates to an object's appearance, but also relates
to perception of the object’s purpose, meaning 30 0:01:27.850,0:01:31.100 31 0:01:31.100,0:01:35.530 32 a link between aesthetics and behavior change 33 through a design approach we are calling aesthetic violation.
Aesthetic violation occurs when the elements 35 0:01:42.689,0:01:47.109 36 a behavioral response, 37 So in this way --> the intended behavioral response serves as a key determinant in the design’s
aesthetic choices.
Aesthetic violation is something that designers 40 0:01:58.579,0:02:02.600 41 products designed by Karin Ehrnberger and 42 Loove Broms in conjunction with the Interactive Institute, which includes a Puzzle Switch
on the left which is a light switch that uses 44 0:02:11.150,0:02:15.700 45 on the right which is a radiator handle that 46 presents users with an uncomfortable tactile experience when turning up the heat, but a
comfortable experience when turning down the 48 0:02:22.700,0:02:27.330 49 aesthetic violation has never been systematized 50 nor empirically analyzed for its effectiveness, 51 Therefore --> this paper aimed to formulate design strategies to help designers systematically
use aesthetic violation.
The theoretical foundation of this research 54 0:02:40.670,0:02:44.620 55 of aesthetics, 56 So processing fluency suggests that the more fluently a perceiver can process an object,
the more positive the aesthetic response.
The unified model of aesthetics suggests that 59 0:02:55.820,0:02:59.720 60 and our highest aesthetic experiences occur 61 when we interact with products that strike a balance between these desires.
And this model is divided into three categories 63 0:03:08.850,0:03:13.820 64 in regard to what an aesthetic violation can 65 be --> so functioning under the assumption that a more easily processed object is more aesthetically
pleasing, aesthetic violation proposes that 67 0:03:23.290,0:03:28.330 68 minimize --> or counteract this experience, 69 Therefore --> it may be possible to induce a behavior by decreasing the processing fluency
of the user.
In regard to the unified model of aesthetics, 72 0:03:37.940,0:03:42.820 73 a violation in these dichotomies could potentially 74 inspire a behavior, 75 So with this foundation in mind --> we decided to conduct a set of generative workshops with
designers to begin exploring aesthetic violation 77 0:03:53.740,0:03:57.280 78 and brainstorming, 79 They were conducted in small groups and investigated existing examples of aesthetic violation,
and also asked participants to generate their 81 0:04:05.430,0:04:10.310 82 conducted and six design strategies were ultimately 83 formulated, 84 The strategies were divided into three categories --> Violation for Interaction, Utilizing Feedback
Indicators, and Utilizing Convenience.
So we have a few examples from the sessions.
On the left is a participant idea that would 88 0:04:25.070,0:04:26.130 89 0:04:26.130,0:04:30.040 90 of energy used compared to the amount of food 91 heated inside, 92 So the window of the oven shows checkmarks on areas that are actively heating food and
X’s on areas that are being heated for no 94 0:04:38.220,0:04:42.590 95 this ratio of energy use and to encourage 96 users to use appliances that are in proportion to their energy needs.
On the right is an image of a fake runner 98 0:04:51.440,0:04:55.100 99 of the way the violation both grabbed his 100 attention and then evoked feelings of curiosity and humor.
He described it initially as discomforting 102 0:05:02.600,0:05:07.120 103 he described his emotional transition to feelings 104 of curiosity and humor --> which then made him more interested in the building itself and
in the violation as an experience.
So this example would fall into the category 107 0:05:18.240,0:05:19.410 108 0:05:19.410,0:05:24.000 109 conducted --> also with designers, and these 110 workshops were formatted similarly to the first set, but with more structured brainstorming.
Afterwards, a thematic analysis was conducted, 112 0:05:34.090,0:05:38.800 113 User Interaction --> Feedback Indicators, and 114 Perceived Convenience, 115 The first strategy --> Aesthetic Chaos, encourages designers to create a state of disarray but
provide the opportunity for the user to restore 117 0:05:48.960,0:05:52.810 118 earlier in this presentation, 119 Chaos in this case is presented in terms of graphic misalignment, but the user is able
to restore order by realigning the graphic 121 0:06:02.240,0:06:06.699 122 aesthetically violate an object in an unexpected 123 way such that the violation draws user attention and creates a desire to better understand
the violation.
So an example of this strategy would be the 126 0:06:17.260,0:06:21.919 127 Necessary Behaviors --> encourages the use of 128 unpleasant or jarring violations in situations where it is crucial for users to counteract
the violation.
So a fire alarm is a common example of this 131 0:06:31.530,0:06:36.480 132 Reward Behaviors --> uses violations as a means 133 of positive reinforcement, 134 So for example --> the thermostat below emits a positive green signal when it is set at
an efficient temperature.
The fifth strategy, Aesthetic Simplification, 137 0:06:49.000,0:06:53.220 138 selecting the most favorable option for the 139 user based on the desired behavior, 140 So an example of this might be a car that starts in a gas efficient mode with no notification
sign unless the driver manually turns off 142 0:07:03.700,0:07:08.530 143 the positioning of the most favorable option 144 to be the most noticeable and easiest to execute, 145 So this is often done in stores with Point of Purchase displays located near the front
door.
But another example might be a refrigerator 148 0:07:19.800,0:07:24.070 149 might be located up high --> or in the back, 150 or in less accessible locations, 151 So after strategy refinement it was clear that subjectivity was a key consideration
of aesthetic violation.
A participant noted that what might annoy 154 0:07:36.170,0:07:40.400 155 of a violation’s subjectivity will be crucial 156 for successful implementation, 157 Similarly --> we must also consider the cultural relevance of any set of aesthetic design strategies,
because aesthetic experiences will differ 159 0:07:51.020,0:07:55.290 160 user concerns --> such as goals, values, and 161 aspirations --> may better equip designers to pick violations that are appropriate and successful.
Also, the workshops indicated that rarely 163 0:08:04.300,0:08:09.490 164 aspire to only use one strategy --> but perhaps 165 use one as a starting point to begin generating ideas.
Throughout the workshops, it appeared that 167 0:08:16.600,0:08:21.880 168 are typically trained to create positive user 169 experiences, 170 Therefore --> it may be beneficial to frame aesthetic violation in a broader context.
So if we consider that an aesthetic judgment 172 0:08:30.621,0:08:35.630 173 function --> even a negative violation can result 174 in a positive user experience if the violation improves the overall efficiency or functionality
of the design.
However, ethical considerations must also 177 0:08:45.690,0:08:48.880 178 0:08:48.880,0:08:53.510 179 ethical considerations also need to highlight 180 an empathetic and participatory design approach when using aesthetic violation in order to
safeguard users.
So due to the exploratory nature of these 183 0:09:04.850,0:09:09.010 184 early stages of development and they may not 185 be a fully comprehensive list, 186 And these strategies were developed from the perspectives of designers rather than users.
So ultimately the next step towards validation 188 0:09:21.790,0:09:25.880 189 test these strategies with a larger group 190 of participants in order to validate their effectiveness and propose improvements as
necessary.
Also, due to the subjective nature of these 193 0:09:34.940,0:09:38.670 194 for applying these violations --> especially 195 across cultures, 196 So overall --> this paper explores aesthetic violation as a means of inciting usage behaviors
through design, and the strategies resulting 198 0:09:49.060,0:09:52.950 199 effectively and systematically within their 200 design processes, 201 Thank you for your time, 202 It was a pleasure to share this research with you.