Positive User Experience over Product Usage Life Cycle and the Influence of Demographic Factors

JungKyoon Yoon, Chajoong Kim, Raesung Kang

This paper reveals how the patterns of positive user experience in relation to a product vary over the usage life cycle, from before purchase to disposal/repurchase, and in what way the positive experience interacts with demographic factors. As constructs of positive user experience, five attributes of positive user experience were adopted in the study: aesthetics; instrumentality; association; self-focused identification; and relationship-focused identification. Love letter, UX curve and retrospective interviews were used as methods. A total of 49 people participated in the study. The results indicate that the critical attributes of positive user experiences differed to a large extent according to the phase of product usage. However, these differences were not significant in terms of gender and age. Among the five attributes, instrumentality played a main role in positive experiences throughout the product usage life cycle, while the importance of the other attributes tended to decrease after first-time usage. The findings highlight implications for design practice that can aid the process of designing for long-lasting positive user experience throughout the product usage life cycle.