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Skeuomorphic Design Research

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Howard Chen
Howard Chen

This document discusses skeuomorphism in app interface design and its effects on user psychology and purchasing behavior. It presents a conceptual framework examining how skeuomorphic design influences nostalgia, authenticity, familiarity, novelty, and comfort. An experiment was conducted assigning 272 smartphone users randomly to evaluate music or productivity apps. Results found skeuomorphic nostalgia positively influenced initial purchase intention. Authenticity had a stronger effect than nostalgia. Familiarity did not necessarily breed comfort for free apps. The trade-off between novelty and familiarity is also discussed. Limitations include the research only examining impressions without interaction. The framework is also specific to free apps with in-app purchases.

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Skeuomorphism in App Interface Design: Skeuomorphic Nostalgia and Authenticity of free Apps 擬真化的介?面設計：免費App的真實與懷舊 Student: Howard Chen Advisor: Dr. Soumya Ray
Xerox Alto ( first graphic user interface ) It all start from here
Xerox Alto ( first graphic user interface ) It all start from here “Metaphor” in interface design
material metaphors instantiated through our technology in artifacts (Gessler, 1998) Skeuomorphism Gessler, N. (1998, January). Skeuomorphs and cultural algorithms. In Evolutionary Programming VII (pp. 229-238). Springer Berlin Heidelberg. in interface design
Metaphor / Skeuomorphism provides us with the means to understand our complex Digital devices (Saffer,2005). Story of metaphor & desktop applications 1995 Win95 BOB
Metaphor / Skeuomorphism provides us with the means to understand our complex Digital devices (Saffer,2005). Story of metaphor & desktop applications 1995 Win95 BOB
Story of metaphor & desktop applications 1995 Win95 BOB 2007 Win7 Media Center
Story of metaphor & desktop applications 1995 Win95 BOB 2007 Win7 Media Center
2012 Skeuomorphism Story of metaphor & mobile apps Skeuomorphism is metaphor Take familiar, concrete objects and experience onto unknown concept. Hey, your phone work just like a compass
2012 2013 Skeuomorphism Simplicity Story of metaphor & mobile apps
“There was an incredible liberty in not having to reference the physical world so literally. We were trying to create an environment that was less specific. It got design out of the way.” Jony Ive, SVP of Design at Apple Inc.
7 Free app with In-app-purchases (IAP) http://techcrunch.com/2013/03/28/in-app-purchase-revenue-hits-record-high-accounts-for-76-of-u-s-iphone-app-revenue-90-in-asian-markets/ Research Setting
8 or affective feelings with interface? Research Question 1: Does skeuomorphic interface affect psychology?
9 Does the imitation of the real world’s object make people more willing to purchase in-app? 9 Research Question 2:
Conceptual Framework
from linguistics, philosophy “Metaphor is the application of an alien name by transference ,by analogy, that is, proportion.” Aristotle (350 B.C.E.) , Poetics “Metaphor”
from linguistics, philosophy “Metaphor is the application of an alien name by transference ,by analogy, that is, proportion.” Aristotle (350 B.C.E.) , Poetics “Metaphor” Conceptual Metaphor Theory People will identify the familiar aspect to understand new ideas (Lakoff and Turner, 2009). Derive from Lakoff, G., & Turner, M. (2009). More than cool reason: A field guide to poetic metaphor. University of Chicago Press.
12 Skeuomorphic Nostalgia Comfort with Interface superiority of the imagined past safety in our current expectation The Two Metaphoric Reasons for Skeuomorphism in free app setting
The nostalgia perspective of skeuomorphism : “Skeuomorph is a derivative object that retains ornamental design cues from structures that were necessary in the original.” Skeuomorphic Nostalgia Nostalgia “Nostalgia is positively toned evocation of a lived past” (Fred Davis, 1979) Basalla, G. (Ed.). (1988). The evolution of technology. Cambridge University Press. Historical nostalgia express a desire to retreat from the present to a time in the past that viewed as superior to the present (Pascal, V. J., Sprott, D. E., & Muehling, D. D. ,2002) the level of perceived nostalgia from skeuomorpic material resembling real-world objects e.g. evokes fond memories, reminds the good time
14 Skeuomorphic Authenticity Iconic sign when the sign have relationship with that to which it refers is one of perceived similarity (Peirce ,1932). Iconic Authenticity Perceive level of the physical manifestation resembles another authentic thing Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of consumer research, 31(2), 296-312. What cause nostalgia ? Perceive level of the skeuomorphic interface resembling real objects e.g. felt like seeing a real life tool, authentic to what real objects look like it capture the looks of real objects
15 Skeuomorphic Authenticity Skeuomorphic Nostalgia H1: +
16 In Free App Setting: Interface Familiarity Interface Novelty Skeuomorphic Nostalgia Comfort with Interface
17 Comfort in Free-app settings In the middle of the journey, feeling safe and comfort with the service provider is critical for evaluations of the service. derive from Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of retailing, 76(2), 139-173. Comfort with Interface The perceived level of feeling positive, worry free with interface. e.g. it would be a relaxing / comforting experience
Attachment theory people will feel comfort when proximity to familiar persons or objects Dunn, J. (1977). Distress and comfort. Cambridge, MA: Harvard University Press. Interface Familiarity Comfort with Interface + Skeuomorphic Nostalgia Comfort with Interface + Familiar with the app interface design Familiar with the skeuomorphic interface referenced from real world H2: H3:
Attachment theory people will feel comfort when proximity to familiar persons or objects Dunn, J. (1977). Distress and comfort. Cambridge, MA: Harvard University Press. Security Blanket Interface Familiarity Comfort with Interface + Skeuomorphic Nostalgia Comfort with Interface + Familiar with the app interface design Familiar with the skeuomorphic interface referenced from real world H2: H3:
19 H4 When users download a new and free mobile apps, we suggest that they will expect creative and novel experience in this context. “Novelty” is a deserved quality of a free mobile apps. Downloading Free app is “Novelty Seeking” the perceive level of the interface quality being new, creative, origin derive from Hirschman, E. C.(1980) + Comfort with Interface +Interface Novelty H4:
20 H5/H6 Skeuomorphic Nostalgia Initial Intention to In-App-Purchase Intention to Use App + + Nostalgia evokes positive feeling such as warmth, joy, affection, and gratitude These favorable feeling will reflect on things (e.g. objects, products, or service) associate with the past ( Holak and Havlena 1998) Advertising literature has suggested that nostalgia evokes users fond memories, the positive emotion will positively lead to more purchase intention (Pascal, V. J., Sprott, D. E., & Muehling, D. D., 2002).
21 Initial Intention to In-App-Purchase Intention to Use App Comfort with Interface + + H7/H8Comfort will make customer have positive attitude and higher evaluation such as satisfaction, trust, commitment, active voice and perceive service quality (Spake, Deborah F., et al., 2003 ; Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I., 2000; Cox, J., & Dale, B. G., 2001). In service research literature, a comfortable experience also creates an exit barrier? (Bitner, 1995). Psychological comfort also explains choices made by customers that reduce the complexity of the buying situation (Sheth and Parvatiyar 1995).
Minor Control:
Minor Control: Visual Complexity Gender AgeDomain Involvement Trust Mobile Platform Smartphone Experence Household Income Last month Expense
23 Methodology online experiment, 272 smartphone users
23 Methodology online experiment, 272 smartphone users 35% iOS, 61% Android, 4% Windows Phone
24 Randomly Assign music / productivity app to evaluate Participant answer the questionnaire Empirical Procedure
25
26 Result Structural Modeling Analysis
27 Comfort with Interface (0.68) Skeuomorphic Nostalgia (0.38) Skeuomorphic Authenticity Interface Familiarity Interface Novelty Significant Control: Technology Acceptance Perceive Usefulness Initial Intention to In-App-Purchase (0.51) Intention to Use App (0.63) 0.46*** 0.24* 0.20* 0.18* 0.33* 0.28* 0.32* 0.29*
28 ANOVA test of different apps Do people perceive differences?
29 Sum of Squares df Mean Square F Sig. Skeuomorphic Authenticity Between Group 10.388 5 2.078 1.464 0.202 Within Group 377.450 266 1.419 Total 387.838 271 Interface Familiarity Between Group 62.169 5 12.434 7.019 0.000 Within Group 471.200 266 1.771 Total 533.369 271 Interface Novelty Between Group 23.122 5 4.624 3.242 0.007 Within Group 379.458 266 1.427 Total 402.580 271 Skeuomorphic Nostalgia Between Group 90.013 5 18.003 7.227 0.000 Within Group 662.569 266 2.491 Total 752.582 271
29 Sum of Squares df Mean Square F Sig. Skeuomorphic Authenticity Between Group 10.388 5 2.078 1.464 0.202 Within Group 377.450 266 1.419 Total 387.838 271 Interface Familiarity Between Group 62.169 5 12.434 7.019 0.000 Within Group 471.200 266 1.771 Total 533.369 271 Interface Novelty Between Group 23.122 5 4.624 3.242 0.007 Within Group 379.458 266 1.427 Total 402.580 271 Skeuomorphic Nostalgia Between Group 90.013 5 18.003 7.227 0.000 Within Group 662.569 266 2.491 Total 752.582 271 NO significant between apps
29 Sum of Squares df Mean Square F Sig. Skeuomorphic Authenticity Between Group 10.388 5 2.078 1.464 0.202 Within Group 377.450 266 1.419 Total 387.838 271 Interface Familiarity Between Group 62.169 5 12.434 7.019 0.000 Within Group 471.200 266 1.771 Total 533.369 271 Interface Novelty Between Group 23.122 5 4.624 3.242 0.007 Within Group 379.458 266 1.427 Total 402.580 271 Skeuomorphic Nostalgia Between Group 90.013 5 18.003 7.227 0.000 Within Group 662.569 266 2.491 Total 752.582 271 NO significant between apps SIGNIFICANT differences between apps
30 Discussion and Implementation
31 Skeuomorphism Nostalgia (0.38) Initial Intention to In-App-Purchase (0.51) Intention to Use App (0.63) 0.20* Nostalgia evokes our desire to “have” things. Without the consideration of using it. Skeuomorphic Nostalgia (0.38)
32 Skeuomorphism Nostalgia (0.38) Initial Intention to In-App-Purchase (0.51) Intention to Use App (0.63) 0.20* Skeuomorphism Authenticity 0.46*** Skeuomorphism Authenticity Initial Intention to In-App-Purchase (0.51) n.s. Skeuomorphic Authenticity v.s. Nostalgia Skeuomorphic Authenticity Skeuomorphic Authenticity Skeuomorphic Nostalgia (0.38)
33 Authenticity is decided by customers’ own past experience and level of expertis (Germann Molz,2003)
33 Authenticity is decided by customers’ own past experience and level of expertis (Germann Molz,2003)
33 Authenticity is decided by customers’ own past experience and level of expertis (Germann Molz,2003) It is not easy to design skeuomorphic authenticity
34 Skeuomorphic Nostalgia Interface Novelty
34 Skeuomorphic Nostalgia Interface Novelty It is much easier to design for nostalgia for everyone
35 Skeuomorphism Nostalgia (0.38) Interface Familiarity Interface Novelty Comfort with Interface (0.68) Intention to Use App (0.63) 0.18* 0.24* 0.33* Familiarity does not breed comfort? (for free mobile apps) Skeuomorphic Nostalgia (0.38)
35 Skeuomorphism Nostalgia (0.38) Interface Familiarity Interface Novelty Comfort with Interface (0.68) Intention to Use App (0.63) 0.18* 0.24* 0.33* Familiarity does not breed comfort? (for free mobile apps) Skeuomorphic Nostalgia (0.38) The trade-off between novelty and familiarity
36 Limitation and Future Research 1. This research is about the impression, no interaction with the interface 2. The framework is only for Free app with In-app-purchases
37
37 The End Thanks for listening

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Skeuomorphic Design Research

  • 1. Skeuomorphism in App Interface Design: Skeuomorphic Nostalgia and Authenticity of free Apps 擬真化的介?面設計：免費App的真實與懷舊 Student: Howard Chen Advisor: Dr. Soumya Ray
  • 2. Xerox Alto ( first graphic user interface ) It all start from here
  • 3. Xerox Alto ( first graphic user interface ) It all start from here “Metaphor” in interface design
  • 4. material metaphors instantiated through our technology in artifacts (Gessler, 1998) Skeuomorphism Gessler, N. (1998, January). Skeuomorphs and cultural algorithms. In Evolutionary Programming VII (pp. 229-238). Springer Berlin Heidelberg. in interface design
  • 5. Metaphor / Skeuomorphism provides us with the means to understand our complex Digital devices (Saffer,2005). Story of metaphor & desktop applications 1995 Win95 BOB
  • 6. Metaphor / Skeuomorphism provides us with the means to understand our complex Digital devices (Saffer,2005). Story of metaphor & desktop applications 1995 Win95 BOB
  • 7. Story of metaphor & desktop applications 1995 Win95 BOB 2007 Win7 Media Center
  • 8. Story of metaphor & desktop applications 1995 Win95 BOB 2007 Win7 Media Center
  • 9. 2012 Skeuomorphism Story of metaphor & mobile apps Skeuomorphism is metaphor Take familiar, concrete objects and experience onto unknown concept. Hey, your phone work just like a compass
  • 10. 2012 2013 Skeuomorphism Simplicity Story of metaphor & mobile apps
  • 11. “There was an incredible liberty in not having to reference the physical world so literally. We were trying to create an environment that was less specific. It got design out of the way.” Jony Ive, SVP of Design at Apple Inc.
  • 12. 7 Free app with In-app-purchases (IAP) http://techcrunch.com/2013/03/28/in-app-purchase-revenue-hits-record-high-accounts-for-76-of-u-s-iphone-app-revenue-90-in-asian-markets/ Research Setting
  • 13. 8 or affective feelings with interface? Research Question 1: Does skeuomorphic interface affect psychology?
  • 14. 9 Does the imitation of the real world’s object make people more willing to purchase in-app? 9 Research Question 2:
  • 16. from linguistics, philosophy “Metaphor is the application of an alien name by transference ,by analogy, that is, proportion.” Aristotle (350 B.C.E.) , Poetics “Metaphor”
  • 17. from linguistics, philosophy “Metaphor is the application of an alien name by transference ,by analogy, that is, proportion.” Aristotle (350 B.C.E.) , Poetics “Metaphor” Conceptual Metaphor Theory People will identify the familiar aspect to understand new ideas (Lakoff and Turner, 2009). Derive from Lakoff, G., & Turner, M. (2009). More than cool reason: A field guide to poetic metaphor. University of Chicago Press.
  • 18. 12 Skeuomorphic Nostalgia Comfort with Interface superiority of the imagined past safety in our current expectation The Two Metaphoric Reasons for Skeuomorphism in free app setting
  • 19. The nostalgia perspective of skeuomorphism : “Skeuomorph is a derivative object that retains ornamental design cues from structures that were necessary in the original.” Skeuomorphic Nostalgia Nostalgia “Nostalgia is positively toned evocation of a lived past” (Fred Davis, 1979) Basalla, G. (Ed.). (1988). The evolution of technology. Cambridge University Press. Historical nostalgia express a desire to retreat from the present to a time in the past that viewed as superior to the present (Pascal, V. J., Sprott, D. E., & Muehling, D. D. ,2002) the level of perceived nostalgia from skeuomorpic material resembling real-world objects e.g. evokes fond memories, reminds the good time
  • 20. 14 Skeuomorphic Authenticity Iconic sign when the sign have relationship with that to which it refers is one of perceived similarity (Peirce ,1932). Iconic Authenticity Perceive level of the physical manifestation resembles another authentic thing Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of consumer research, 31(2), 296-312. What cause nostalgia ? Perceive level of the skeuomorphic interface resembling real objects e.g. felt like seeing a real life tool, authentic to what real objects look like it capture the looks of real objects
  • 22. 16 In Free App Setting: Interface Familiarity Interface Novelty Skeuomorphic Nostalgia Comfort with Interface
  • 23. 17 Comfort in Free-app settings In the middle of the journey, feeling safe and comfort with the service provider is critical for evaluations of the service. derive from Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study. Journal of retailing, 76(2), 139-173. Comfort with Interface The perceived level of feeling positive, worry free with interface. e.g. it would be a relaxing / comforting experience
  • 24. Attachment theory people will feel comfort when proximity to familiar persons or objects Dunn, J. (1977). Distress and comfort. Cambridge, MA: Harvard University Press. Interface Familiarity Comfort with Interface + Skeuomorphic Nostalgia Comfort with Interface + Familiar with the app interface design Familiar with the skeuomorphic interface referenced from real world H2: H3:
  • 25. Attachment theory people will feel comfort when proximity to familiar persons or objects Dunn, J. (1977). Distress and comfort. Cambridge, MA: Harvard University Press. Security Blanket Interface Familiarity Comfort with Interface + Skeuomorphic Nostalgia Comfort with Interface + Familiar with the app interface design Familiar with the skeuomorphic interface referenced from real world H2: H3:
  • 26. 19 H4 When users download a new and free mobile apps, we suggest that they will expect creative and novel experience in this context. “Novelty” is a deserved quality of a free mobile apps. Downloading Free app is “Novelty Seeking” the perceive level of the interface quality being new, creative, origin derive from Hirschman, E. C.(1980) + Comfort with Interface +Interface Novelty H4:
  • 27. 20 H5/H6 Skeuomorphic Nostalgia Initial Intention to In-App-Purchase Intention to Use App + + Nostalgia evokes positive feeling such as warmth, joy, affection, and gratitude These favorable feeling will reflect on things (e.g. objects, products, or service) associate with the past ( Holak and Havlena 1998) Advertising literature has suggested that nostalgia evokes users fond memories, the positive emotion will positively lead to more purchase intention (Pascal, V. J., Sprott, D. E., & Muehling, D. D., 2002).
  • 28. 21 Initial Intention to In-App-Purchase Intention to Use App Comfort with Interface + + H7/H8Comfort will make customer have positive attitude and higher evaluation such as satisfaction, trust, commitment, active voice and perceive service quality (Spake, Deborah F., et al., 2003 ; Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I., 2000; Cox, J., & Dale, B. G., 2001). In service research literature, a comfortable experience also creates an exit barrier? (Bitner, 1995). Psychological comfort also explains choices made by customers that reduce the complexity of the buying situation (Sheth and Parvatiyar 1995).
  • 30. Minor Control: Visual Complexity Gender AgeDomain Involvement Trust Mobile Platform Smartphone Experence Household Income Last month Expense
  • 32. 23 Methodology online experiment, 272 smartphone users 35% iOS, 61% Android, 4% Windows Phone
  • 33. 24 Randomly Assign music / productivity app to evaluate Participant answer the questionnaire Empirical Procedure
  • 34. 25
  • 36. 27 Comfort with Interface (0.68) Skeuomorphic Nostalgia (0.38) Skeuomorphic Authenticity Interface Familiarity Interface Novelty Significant Control: Technology Acceptance Perceive Usefulness Initial Intention to In-App-Purchase (0.51) Intention to Use App (0.63) 0.46*** 0.24* 0.20* 0.18* 0.33* 0.28* 0.32* 0.29*
  • 37. 28 ANOVA test of different apps Do people perceive differences?
  • 38. 29 Sum of Squares df Mean Square F Sig. Skeuomorphic Authenticity Between Group 10.388 5 2.078 1.464 0.202 Within Group 377.450 266 1.419 Total 387.838 271 Interface Familiarity Between Group 62.169 5 12.434 7.019 0.000 Within Group 471.200 266 1.771 Total 533.369 271 Interface Novelty Between Group 23.122 5 4.624 3.242 0.007 Within Group 379.458 266 1.427 Total 402.580 271 Skeuomorphic Nostalgia Between Group 90.013 5 18.003 7.227 0.000 Within Group 662.569 266 2.491 Total 752.582 271
  • 39. 29 Sum of Squares df Mean Square F Sig. Skeuomorphic Authenticity Between Group 10.388 5 2.078 1.464 0.202 Within Group 377.450 266 1.419 Total 387.838 271 Interface Familiarity Between Group 62.169 5 12.434 7.019 0.000 Within Group 471.200 266 1.771 Total 533.369 271 Interface Novelty Between Group 23.122 5 4.624 3.242 0.007 Within Group 379.458 266 1.427 Total 402.580 271 Skeuomorphic Nostalgia Between Group 90.013 5 18.003 7.227 0.000 Within Group 662.569 266 2.491 Total 752.582 271 NO significant between apps
  • 40. 29 Sum of Squares df Mean Square F Sig. Skeuomorphic Authenticity Between Group 10.388 5 2.078 1.464 0.202 Within Group 377.450 266 1.419 Total 387.838 271 Interface Familiarity Between Group 62.169 5 12.434 7.019 0.000 Within Group 471.200 266 1.771 Total 533.369 271 Interface Novelty Between Group 23.122 5 4.624 3.242 0.007 Within Group 379.458 266 1.427 Total 402.580 271 Skeuomorphic Nostalgia Between Group 90.013 5 18.003 7.227 0.000 Within Group 662.569 266 2.491 Total 752.582 271 NO significant between apps SIGNIFICANT differences between apps
  • 42. 31 Skeuomorphism Nostalgia (0.38) Initial Intention to In-App-Purchase (0.51) Intention to Use App (0.63) 0.20* Nostalgia evokes our desire to “have” things. Without the consideration of using it. Skeuomorphic Nostalgia (0.38)
  • 43. 32 Skeuomorphism Nostalgia (0.38) Initial Intention to In-App-Purchase (0.51) Intention to Use App (0.63) 0.20* Skeuomorphism Authenticity 0.46*** Skeuomorphism Authenticity Initial Intention to In-App-Purchase (0.51) n.s. Skeuomorphic Authenticity v.s. Nostalgia Skeuomorphic Authenticity Skeuomorphic Authenticity Skeuomorphic Nostalgia (0.38)
  • 44. 33 Authenticity is decided by customers’ own past experience and level of expertis (Germann Molz,2003)
  • 45. 33 Authenticity is decided by customers’ own past experience and level of expertis (Germann Molz,2003)
  • 46. 33 Authenticity is decided by customers’ own past experience and level of expertis (Germann Molz,2003) It is not easy to design skeuomorphic authenticity
  • 48. 34 Skeuomorphic Nostalgia Interface Novelty It is much easier to design for nostalgia for everyone
  • 49. 35 Skeuomorphism Nostalgia (0.38) Interface Familiarity Interface Novelty Comfort with Interface (0.68) Intention to Use App (0.63) 0.18* 0.24* 0.33* Familiarity does not breed comfort? (for free mobile apps) Skeuomorphic Nostalgia (0.38)
  • 50. 35 Skeuomorphism Nostalgia (0.38) Interface Familiarity Interface Novelty Comfort with Interface (0.68) Intention to Use App (0.63) 0.18* 0.24* 0.33* Familiarity does not breed comfort? (for free mobile apps) Skeuomorphic Nostalgia (0.38) The trade-off between novelty and familiarity
  • 51. 36 Limitation and Future Research 1. This research is about the impression, no interaction with the interface 2. The framework is only for Free app with In-app-purchases
  • 52. 37
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