A presentation on the Kansei Engineering for E-commerce Sunglasses Selection in Malaysia by Mr Ashok Sivaji, M.Sc from Mimos Berhard Sdn Bhd, Malaysia at the UX Indonesia-Malaysia 2014 that was conducted on the 26th April 2014 in the Hotel Bidakara, Jakarta, Indonesia.

1. Kansei

2. HCI
User
M e n t a l
m o d e l
Matching Mental
Model
Customer
Satisfaction
PRODUCT
Ethnographer
Researcher
Developer Tester
Designer
M e n t a l
m o d e l

3. Kansei Engineering
• Japanese term used to describe
people’s impression towards
object, surrounding, situation
• Similar to Affective Engineering
• Found by Mitsuo Nagamachi

4. Kansei Gateway

5. Kansei Gateway
• Use 5 senses to deduce feelings,
emotions and intuition
– vision
– hearing
– smell
– taste
– touch

6. Kansei Words
• When a person’s senses are
triggered, psychological cognition
that involves perception, judgment
and memory will become apparent
to a person.

7. StimulusandResponse
What Words ?

8. StimulusandResponse

9. StimulusandResponse
What Words ?
Fun
Colors

10. StimulusandResponse

11. StimulusandResponse
What Words ?
Star
Bouncy

12. StimulusandResponse

13. StimulusandResponse
What Words ?
Circular
Google

14. Kansei Words
• How to evaluate the impact the
object, situation or surrounding has
on someone ?
• Ask the person to express their
Kansei in words for the object,
situation or surrounding they would
like to encounter in the future.

15. Kansei Overview

16. Kansei for e-Commerce

17. Past Research
• Gather Kansei Words from
– Magazines
– Common keywords
– Interviewing Subject Matter Expert
• Proposal
– Usability testing on e-Commerce websites
– Feedback Capture After Task (FCAT)
– Retrospective Think Aloud (RTA)
– Retrospective Think Aloud with Eye Tracking
(RTE)

18. FCAT e-Commerce
• FCAT is useful in determining issues
– defects
– requirements

19. Method &Instrument
• Six users
• Male age range from 18-22
• Tobii T60 Eye Tracker, Tobii Studio and
URANUS
• Moderator
• Duration of one hour
• 5 tasks

20. 3 methods
1. Feedback Capture after Task (FCAT)
– type their thoughts in URANUS
– does not involve playback of video
2. Retrospective Think Aloud (RTA)
– video playback of task performed by user
– users are prompted by the moderator to talk
about what was done to complete the tasks
– Hofstede’s model

21. 3 methods
3. Retrospective Think Aloud with Eye
Movements (RTE)
– similar to RTA but additionally during playback,
eye tracking features such as gaze overlay, gaze
plot and heat map are analyzed

22. Tasks
Tasks Description
1 Next Friday is your partner’s birthday; you wish to buy
him/her a small gift. You have a budget of RM30 to buy a
gift for your partner. What are the 2 gifts that you think is
most suitable for your partner?
2 Read the description of each product.
3 Find the product comparison tool and compare the price of
‘Love Letter Keychain’ and ‘3D Character Keychain’.
4 You are a new user to this website. Create a new account
for this website.
5 You do not wish to buy anything today. You want to log off
the account.

23. FCAT Output

24. SynthesizingKanseiWord
• 4 Categories
– Aesthetic
– Physical
– Sensational
– Operational

25. Kansei Checklist - Aesthetic

26. Kansei Checklist - Physical

27. Kansei Checklist - Sensational

28. Kansei Checklist - Operational

29. Case Study: Sunglasses

30. e-Commerce UX
o Optometry

31. Kansei Words

32. KEType 1
1. Collection of Kansei words
2. Collection of specimens
3. Classification of item/ category:
4. Evaluation experiment
5. Statistical analysis
6. Interpretation of the analysed data
7. Identification of influential design elements

33. Specimen

34. 4. Evaluationexperiment

35. StatisticalAnalysis
1. Factor Analysis
F1 F2 F3 F4 F5
Eigenvalue 14.508 7.141 2.368 1.091 0.821
Variability (%) 48.361 22.802 7.892 3.638 2.736
Cumulative % 48.361 80.054 80.054 83.692 86.428

36. StatisticalAnalysis
2. Factor Loading Table
F1 F2
Trendy 0.921 Sporty 0.959
Beautiful 0.920 Cool 0.885
Gorgeous 0.917 Safety 0.784
Stylish 0.891 Practical 0.770
Designer 0.884 Modern 0.572
Glamorous 0.882 Intellectual 0.448
Premium 0.869 Premium 0.384
Hot 0.863 Hot 0.337
Bold 0.848 Youthful 0.323
Sophisticated 0.830 Sleek 0.310

37. PrincipalComponentAnalysis

38. Interpretation

39. Partial Least Square Analysis
Item - Category Modern Intellectual Premium Youthful
Intercept 2.5624 3.1067 2.5627 2.7351
Color Intensity-Dark 0.0185 0.0597 0.0339 -0.0037
Color Intensity-Light 0.0848 0.0589 0.0965 0.0550
Color count-One -0.0149 -0.0351 0.0232 0.0619
Color count -Two 0.0245 0.0376 0.0441 -0.0197
Color count –Three ormore -0.0146 -0.0142 -0.0596 -0.0215
Frame Color-Blue 0.4826 0.2931 0.4630 0.1604
Frame Color-Orange 0.2361 0.1819 0.2947 0.1325
Frame Color-Yellow 0.1541 0.0843 0.1432 0.0169
Frame design-Half frame 0.1001 0.0686 0.1029 0.0228
Frame design-Roundframe 0.0550 0.0366 0.0602 0.0354
Frame design-Thin frame 0.1259 0.0275 0.0971 0.0547
Overall color: Two.
Frame: Blue, orange, or yellow. Half
or thin frame. Light colors.

40. Recommendation

41. Conclusion
• KE Type have been implemented.
• Recommendations are sunglasses with overall
color of two; half or thin frame; and light
colors.
• KE could be used for other e-commerce
products as well.

42. Our Team
o Ashok Sivaji
o ashok.sivaji@mimos.my
o +60122119154

43. References
1. Anitawati, M.L.: Design & Emotion: The Kansei Engineering
Methodology.
2. Nagamachi, M.: The story of Kansei Engineering.
3. Ishihara, I., Nishino, et al, Kansei And Product Development.
4. Lokman, A.M., Nagamachi, M.: Validation of Kansei
Engineering Adoption in E-Commerce Web Design
5. Sivaji, A., Mazlan, M. F., Soo, S. T., Abdullah, A., Downe, A.
G.: Importance of Incorporating Fundamental Usability with
Social, Trust & Persuasive Elements for E-Commerce
Website.

44. References
6. Goh, K.N., Chen, Y.Y., Lai, F.W., Daud,S.C., Sivaji A., Soo
S.T.: A Comparison of Usability Testing Methods for an E-
Commerce Website: A Case Study on a Malaysian Online
Gift Shop.
7. Sivaji, A., Soo, S. T.: Website User Experience (UX) Testing
Tool Development using Open Source Software (OSS).
8. Ngip-Khean Chuan, Ashok Sivaji, Mizhanim Mohamad
Shahimin, Nursyakinah Saad “Kansei Engineering for E-
Commerce Sunglasses Selection in Malaysia”
9. Sivaji, A., Soo, S. T.: Website User Experience (UX) Testing
Tool Development using Open Source Software (OSS).
10. Zhu X, Huang J, Zhou Q. Apparel image matting and
applications in e-commerce.