Emotional Maps for User Experience Research in the Wild

While most traditional user experience (UX) evaluation methods (e.g., questionnaires) have made the transition to the “wild”, physiological measurements still strongly rely upon controlled lab settings. As part of an ongoing research agenda, this paper presents a novel approach for UX research which contributes to this transition. The proposed method triangulates GPS and physiological data to create emotional maps, which outline geographical areas where users experienced specific emotional states in outdoor environments. The method is implemented as a small portable recording device, and a data visualization software. A field study was conducted in an amusement park to test the proposed approach. Emotional maps highlighting the areas where users experienced varying levels of arousal are presented. We also discuss insights uncovered, and how UX practitioners could use the approach to bring their own research into the wild.