Affective Design of Smart TV Navigation Interface Considering the Diversity of User Needs

Identifying users' diversified needs and designing products that match those needs is important in the era of mass personalization. Smart TV navigation interfaces lack good affective design, and difficulties remain in responding to diversified affective needs. Therefore, an affective design approach that considers the diversity of user needs is presented to optimize the design of smart TV navigation interfaces. First, the laddering interview is conducted to capture the diversified affective needs and multi-layer interface design elements perceived by users. Kansei distance is introduced to characterize diversified needs. Then, single-user relationship models between user perceptions and interface attributes are constructed. Finally, the two-stage interface optimization is performed to obtain common and individual optimization attributes, which are further embodied as parameter-layer optimization solutions through user experiments. This method is capable of capturing the diversified affective needs for smart TV navigation interfaces and achieving differentiated product design.