Kickoff/Results attrakdiff

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Attractivness in terms of usability and appearance (AttrakDiff questionnaire)

The AttrakDiff consists of numerous word-pairs which simplify the rating procedure. Each word of a pair represents the extreme opposite. There are other possible gradations to choose from between the two extremes. The evaluation data enables to gauge how the attractiveness of the applications is experienced, in terms of usability and appearance and whether optimization is necessary. With this method of evaluation both the recognized pragmatic quality as well as the hedonic quality of an interactive product can be gauged. AttrakDiff was applied as an instrument of measurement in the format of semantic differentials. It consists of 28 seven-step items whose poles are opposite adjectives (e.g. "confusing - clear", "unusual - ordinary", "good - bad"). Each set of adjective items is ordered into a scale of intensity. Each of the middle values of an item group creates a scale value for pragmatic quality, hedonic quality in terms of stimulation, hedonic quality in terms of identification and attractiveness.

• Pragmatic quality: Utility character of a product, how good can user achieve his goals?
• Hedonic quality – stimulation: Does the software provide new, interesting, and motivating content?
• Hedonic quality – identification: Can the user identify himself with the product?
• Attractiveness: How does the user judge the global attractiveness of the product?

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