The concept of immersion has been widely used for the design and evaluation of user experiences. Augmented, virtual and mixed-reality environments have further sparked the discussion of immersive user experiences and underlying requirements. However, a clear definition and agreement on design criteria of immersive experiences remains debated, creating challenges to advancing our understanding of immersive experiences and how these can be designed. Based on a multidisciplinary Delphi approach, this study provides a uniform definition of immersive experiences and identifies key criteria for the design and staging thereof. Thematic analysis revealed five key themes – transition into/out of the environment, in-experience user control, environment design, user context relatedness, and user openness and motivation, that emphasise the coherency in the user-environment interaction in the immersive experience. The study proposes an immersive experience framework as a guideline for industry practitioners, outlining key design criteria for four distinct facilitators of immersive experiences–systems, spatial, empathic/social, and narrative/sequential immersion. Further research is proposed using the immersive experience framework to investigate the hierarchy of user senses to optimise experiences that blend physical and digital environments and to study triggered, desired and undesired effects on user attitude and behaviour.
MULTIFILE
In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences.
MULTIFILE
In light of the current debate on the impact of our current food system on climate changeand related mitigation strategies, addressing the acceptance of sustainability aspects within consumerbehavioral issues is of vital importance. However, the field remains mute on how those strategies canbe designed and employed effectively to stimulate sustainable food consumption behavior. Immersivenarrative design is a promising approach to engaging consumers in this context. Within this study, weshed light on how to create immersive, impactful, interactive narratives in augmented reality (AR)together with consumers. We propose a novel approach to how those stories can be planned, utilizingparticipatory design methods. Within a step-wise process, we develop the storyboard together withconsumers. In the next step, we evaluate multiple approaches with AR application developers onhow this storyline can be enhanced in AR considering the perspective of various stakeholders likedevelopers, behavioral scientists, and consumers. Finally, we propose a conceptual framework for howimmersive narratives can be designed and validated in a collaborative, multidimensional approachfor impactful AR narrative content designs to stimulate sustainable food behavior for consumers.
Our world is changing rapidly as a result of societal and technological developments that create new opportunities and challenges. Extended Realities (XR) could provide solutions for the problems the world is facing. In this project we apply these novel solutions in food and hospitality. It aims to tackle fundamental questions on how to stimulate a healthy and vital society that is based on a sustainable and innovative economy. This project aims to answer the question: How can Extended Reality (XR) technologies be integrated in the design of immersive food experiences to stimulate sustainable consumption behavior? A multidisciplinary approach, that has demonstrated its strength in the creative industry, will be applied in the hospitality and food sector. The project investigates implications and design considerations for immersion through XR technology that can stimulate sustainable consumption behavior. Based on XR prototypes, physiological data will be collected using biometric measuring devices in combination with self-reports. The effect of stimuli on sustainable consumption behavior during the immersive experience will be tested to introduce XR implementations that can motivate long-term behavioral change in food consumption. The results of the project contribute towards developing innovations in the hospitality sector that can tackle global societal challenges by exploiting the impact of new technology and understanding of consumer behavior to promote a healthy lifestyle and economy. Next to academic publications and conference contributions, the project will develop a handbook for hospitality professionals. It will outline steps and design criteria for the implementation of XR technologies to create immersive experiences that can stimulate sustainable consumption behavior. The knowledge generated in the project will contribute to the development of the curriculum at the Academy for Hotel and Facility at Breda University of Applied Sciences by introducing a technology-driven experience design approach for the course Sustainable Strategic Business Design.
Within TIND, Christian Roth studies the training of interactive narrative designers with the goal of developing teaching methods and learning tools for artists and designers to enable the creation of more effective artefacts. Interactive Narrative Design (IND) is a complex and challenging interdisciplinary field introducing new affordances in technique and user-experience. This requires practice-based research for further development of the educational format, demonstrating its potential while identifying and overcoming common learners’ challenges. This project aims to develop a framework for the design and evaluation of meaningful interactive narrative experiences that effectively stimulate a variety of cognitive and emotional responses such as reflection, insight, understanding, and potential behavior change. It provides tools, methods and activities to enable aspiring or practicing narrative designers through an interdisciplinary approach, including game design, immersive theatre, behavioral and cognitive psychology, and the learning sciences. HKU education means to prepare students for success in the creative industries and IND plays an important role for current and future jobs in education, arts and entertainment. IND has the potential to create an emotional impact and spark transformative change by offering agency, defined as the ability to influence narrative progression and outcomes in a meaningful way. This enables interactors to feel the weight of their own choices and their consequences, to explore different perspectives, and to more thoroughly understand complex multi-stakeholder issues, which could have significant impact on the success of emerging artistic, and learning applications. The research project is directly embedded in the curriculum of the HKU school Games & Interaction with annual educational offerings such as the Minor Interactive Narrative Design (MIND) and HKU wide broad seminars. Course evaluation and literature research will be used to create new and adjusted training for different HKU schools and the industry. Outcomes will be shared via an interactive website and events.
Postdoc research project Transformation through Interactive Narrative DesignMedia psychologist dr. Christian Roth's postdoc project Transformation through Interactive Narrative Design (TIND) is part of the Professorship Performative Creative Processes, the school Games & Interaction, and the Expertisecentrum Onderzoek, Innovatie en Internationalisering (OOI). Here, Christian interweaves education and practice-oriented research. He studies the artistic, pedagogical and academic perspectives regarding the power of transformation through applied Interactive Narrative Design (IND).Within the two-year postdoc research project TIND, Christian studies the training of interactive narrative designers with the goal of developing teaching methods and learning tools for artists and designers, such as game and interaction designers, to enable them to create more effective artefacts.Why interactive narrative design?IND offers agency, defined as the ability to influence narrative progression and outcomes in a meaningful way. As such, it carries the potential to create and emotional impact and spark transformative change. This enables interactors to explore different points of view and to feel the weight of their own choices and consequences. This, in turn, allows for a more thorough understanding of complex multi-stakeholder issues, which could have a significant impact on the success of emerging artistic, and learning applications.The TIND project will enable designers through an interdisciplinary approach, including applied game design, immersive theatre, behavioral and cognitive psychology, and the learning sciences.A good example for offering different perspectives on a complex topic is the narrative simulation Mission Zhobia: Winning the Peace, which is used for the training of peacekeepers. Or the news game, I am Mosul, which aims to raise awareness around the effects of war by bringing it close to home: choose your Dutch city and make choices on how to survive if the war was there. And the interactive story Adventures with Anxiety offers a new understanding by letting interactors play anxiety embodied within a wolf. IND is a complex and challenging interdisciplinary field in which design knowledge from other media can often not be directly transferred. As a new medium, it introduces new affordances in technique and user experience. This requires practice-based research for further development of the educational format, demonstrating its potential while identifying and overcoming common learners’ challenges. This project aims to develop a framework for the design and evaluation of meaningful interactive narrative experiences that effectively stimulate a variety of cognitive and emotional responses such as reflection, insight, understanding, and potential behavior change. It provides tools, methods and activities to enable aspiring or practicing narrative designers through an interdisciplinary approach, including game design, immersive theatre, behavioral and cognitive psychology, and the learning sciences.HKU education means to prepare students for success in the creative industries and IND plays an important role for current and future jobs in education, arts and entertainment. IND has the potential to create an emotional impact and spark transformative change by offering agency, defined as the ability to influence narrative progression and outcomes in a meaningful way. This enables interactors to feel the weight of their own choices and their consequences, to explore different perspectives, and to more thoroughly understand complex multi-stakeholder issues, which could have significant impact on the success of emerging artistic, and learning applications.The planned output is a collection of design tools and methods for interdisciplinary workshops and courses, which can be integrated into different curricula at the HKU, thereby enhancing existing programs while enabling the refinement of training methods. Once completed, this postdoc project delivers a training method with multiple applications designed to harness the power of interactive storytelling for transformative personal and societal impact.ColloborationsThe research project is directly embedded in the curriculum of the HKU schoolGames & Interaction with annual educational offerings such as the Minor Interactive Narrative Design (MIND) and HKU wide broad seminars. Course evaluation and literature research will be used to create new and adjusted training for different HKU schools and the industry.More informationAre you interested to learn more about the postdoc research project Transformation through Interactive Narrative Design? Get in touch with Christian Roth: christian.roth@hku.nl
