Analyzing the Role of Interactivity in User Experience

ABSTRACTAn experimental investigation into the role of interaction in user experience (UX) with a controlled manipulation of interactivity features (e.g., avatars, interactive video) in a university information website is reported. The more interactive version had better affect and hedonic ratings, even though its perceived usability was worse. Analysis of qualitative data showed users were attracted to the interactive features, although they complained about poor usability. The results of the experiments are discussed to consider the role of interactivity in UX and the differences between users’ quantitative judgments of UX and their comments on interactive features, which reveal different perspectives.