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.
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Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy and value co-creation, this study proposes a dynamic CXM framework that highlights the emerging field of immersive technologies like augmented and virtual reality as part of business and marketing research. The framework acts as a guide for researchers and industry practitioners to initiate immersive technology ventures that are rooted in the co-creation and management of customer experiences
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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.
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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.
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There has been limited adoption of Immersive Journalism (IJ) by the audience; simultaneously, the audience’s perspective is rarely considered in the production and research of IJ. At this point, however, it is crucial to incorporate an audience perspective to identify potentially unintended effects of IJ and improve on the innovation of IJ. This study investigates the audience’s experience and evaluation of IJ by qualitatively analyzing their thoughts after viewing two IJ cases. Our results indicate that the audience may pick up on intended effects, such as a sense of presence and an intense emotional experience, but some also express unease towards these effects. Furthermore, the audience struggles to comprehend this study’s two immersive journalistic cases as part of the journalistic genre. These findings provide insight into the gap between the initial hype and the current reality of IJ and provide the basis for propositions for future IJ productions.
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Immersive journalism (IJ) is often assumed to be inherently emotion-inducing. Through using inclusive technology, interaction possibilities and immersive narratives, the audience should ideally experience what feels like to be in a certain situation. However, for the most part we do not know to which extent and in what form IJ influences the experience of emotions. We wanted to investigate, whether, and if so, which characteristics of IJ are related to the experience of emotions, and which role the personality trait empathy tendency plays in this respect. This is important, as the evaluation of IJ often relies on the emotion-inducing assumption thereof. Four different experiments comparing one immersive journalistic characteristic (level of inclusion, interaction possibilities, immersive narratives) to the respective non-immersive counterpart were conducted. Results indicate that while the level of inclusion and interaction possibility increase the intensity of the experience, the immersive narrative influences the valence dimension of emotions. Additionally, empathy tendency is found to be a relevant moderator for these effects. Conclusions are threefold. First, the narrative form of IJ is key; second, the analysis of IJ needs to go beyond the level of inclusion; third, including emotions when assessing IJ is fundamental to understand its impact.
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Objective To synthesise qualitative studies on women’s psychological experiences of physiological childbirth. Design Meta-synthesis. Methods Studies exploring women’s psychological experiences of physiological birth using qualitative methods were eligible. The research group searched the following databases: MEDLINE, CINAHL, PsycINFO, PsycARTICLES, SocINDEX and Psychology and Behavioural Sciences Collection. We contacted the key authors searched reference lists of the collected articles. Quality assessment was done independently using the Critical Appraisal Skills Programme (CASP) checklist. Studies were synthesised using techniques of meta-ethnography. Results Eight studies involving 94 women were included. Three third order interpretations were identified: ‘maintaining self-confidence in early labour’, ‘withdrawing within as labour intensifies’ and ‘the uniqueness of the birth experience’. Using the first, second and third order interpretations, a line of argument developed that demonstrated ‘the empowering journey of giving birth’ encompassing the various emotions, thoughts and behaviours that women experience during birth. Conclusion Giving birth physiologically is an intense and transformative psychological experience that generates a sense of empowerment. The benefits of this process can be maximised through physical, emotional and social support for women, enhancing their belief in their ability to birth and not disturbing physiology unless it is necessary. Healthcare professionals need to take cognisance of the empowering effects of the psychological experience of physiological childbirth. Further research to validate the results from this study is necessary.
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Urban densification is promoted for sustainable urban growth, yet it also generates concerns about negative health impacts on local citizens. Engaging local citizens in the co-design of densification projects is therefore crucial to address their needs and concerns. The use of immersive Virtual Reality (VR) technologies creates potential for advancing the participatory co-design of healthier urban spaces by allowing citizens to not only visualize but also experience the impacts of future designs or “what-if” scenarios. Theoretically grounded in an extended version of Sheppard's approach, which we call the Experiencing the Future Framework (EFF), we developed a study to create and evaluate an immersive VR application called CoHeSIVE. This application was designed to facilitate participatory co-design processes for healthy public spaces. CoHeSIVE, as the technological manifestation of our framework, was created through iterative workshops with end-user input. During the final workshop with 41 participants, both qualitative and quantitative data were collected, including user behavior and experiences with CoHeSIVE, especially regarding its experiential and interactive components. The vast majority of participants had positive experiences and recommended CoHeSIVE for participatory co-design processes. Participants felt confident in their design outcomes and found the user interface easy to use and effective for making and communicating design decisions. The most preferred design attributes were found to be many and clustered trees, several benches, large grass areas, high-rise buildings, more lampposts and the presence of a fountain, showing that the design outcomes were meaningful for the selected local context. Future enhancements of CoHeSIVE might include adding more design attributes, enhancing visual representations, adding multi-user capabilities, integrating generative AI and expanding CoHeSIVE's applicability to other contexts.
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Designers are increasingly collaborating with various stakeholders to address complex societal challenges. These challenges often require a codesign approach, where differ-ent actors with diverse perspectives and experiences unite to explore innovative ave-nues for change. Such collaboration requires empathy between the actors to under-stand each other’s perspective better in their interactions. This paper aims to assist so-cial designers in orchestrating such empathic codesign processes by introducing an Em-pathic Journey framework. This conceptual and practical framework is based on em-pathic design theory and three design cases which used Virtual Reality for perspective exchange between actors. The framework addresses the importance of integrating an emotional spark through immersion and the necessity of embedding immersive experiences in a larger journey.
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