Conceptualization and measurement of smartphone design perception: An Exploratory study in Indian context
The literature of product design, though very rich, has seen scant work in the area of developing dimensions to measure product design comprehensively, more so in case of interactive products. This work makes an effort in developing dimensions which not only cover the design aspects of the contextual product (smartphone) holistically but also can be extended to other categories referred broadly as interactive products. As mentioned, the study has been done from the perspective of smartphones, as in modern times, they represent the epitome of humancomputer interaction with a balanced effort on all aspects of design from the designers. The study is a purely qualitative study that is a part of a larger effort to develop subcategories for smartphone design as well as generating and empirically validating those items as scales for measuring the categories. The study was done in two qualitative phases, one to generate and confirm the design dimensions preconceived by the authors from literature and another not only to verify those dimensions but also generate items to measure each of those. Empirical validation of those items is not a part of this study. The study proposes five dimensions of design which come from literature and the first phase of the study: Visual, Functional, Kinesthetic, Interface and Information Design. In the process followed, there are two interesting aspects. Firstly, in the second phase three different qualitative methods (two top down that is generative and one bottom up that is reductionist) have been used to
ensure triangulation of the findings to ensure rigor and narrowing down. Secondly, one of those three studies is a gamified in-depth interview with 70 respondents. This was done to bring in the flavor of the modern concept of gamification to remove respondent inhibition as far as possible. As a consequence, the study leads to generation of 7 items for Visual Design, 7 for Functional, 4 each for Kinesthetic and Interface and 6 items for Information Design.
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