Experience Design on Websites: Investigation on the Relatedness-need

Abstract

In the Experience Design approach, the fulfillment of universal psychological needs (e.g., autonomy, relatedness to other humans) is seen to be the key factor for pleasurable experiences with interactive technologies (e.g., Hassenzahl, 2008). The current study directly applied this theory on web user. An interactive product (i.e., a website) is designed in two ways: a low relatedness-fulfilling version and a high fulfilling version. After having been randomly assigned to two groups, 90 German participants were asked to conduct tasks with the website. T-tests revealed no significantly differing affect (i.e., well-being) between the groups. However, a significant difference in the perceived hedonic quality and general attractiveness of the product was found. Taken together, participants ascribe a website better hedonic product quality and generally find it more attractive, if they feel related to other humans while using it.