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The Kansei Engineering Approach in Web Design:Case of Transportation Website

Alisher Akram, Aray Kozhamuratova, Pakizar Shamoi

TL;DR

This study applies Kansei Engineering to a transportation web platform (Reis.kz) to address emotional user experience. It adapts KE Type I flow, gathering Kansei words, applying a 5-point Semantic Differential scale, and using Principal Component Analysis to identify two core emotion-driven design axes: Elegant Innovation and Radiant Trust, which guide feature selection (color saturation, logo placement, color count, typography) and inform a color palette featuring Royal blue. The resulting KE-informed redesign demonstrates that emotional design methods can improve usability and trust in logistics websites, outlining a practical workflow that integrates strategy, Kansei elicitation, statistical analysis, and designer collaboration for non-traditionally aesthetic domains.

Abstract

Kansei Engineering (KE) is a user-centered design approach that emphasizes the emotional aspects of user experience. This paper explores the integration of KE in the case of a transportation company that focuses on connecting cargo owners with transportation providers. The methodology involves aligning the design process with the company's strategy, collecting and semantic scaling Kansei words, and evaluating website design through experimental and statistical analyses. Initially, we collaborated with the company to understand their strategic goals, using Use Case and Entity Relationship diagrams to learn about the website functionality. Subsequent steps involved collecting Kansei words that resonate with the company's vision. Website samples from comparable transportation companies were then evaluated by X subject in the survey. Participants were asked to arrange samples based on emotional feedback using a 5-point SD scale. We used Principal Component Analysis (PCA) to identify critical factors affecting users' perceptions of the design. Based on these results, we collaborated with designers to reformulate the website, ensuring the design features aligned with the Kansei principles. The outcome is a user-centric web design to enhance the site's user experience. This study shows that KE can be effective in creating more user-friendly web interfaces in the transportation industry.

The Kansei Engineering Approach in Web Design:Case of Transportation Website

TL;DR

This study applies Kansei Engineering to a transportation web platform (Reis.kz) to address emotional user experience. It adapts KE Type I flow, gathering Kansei words, applying a 5-point Semantic Differential scale, and using Principal Component Analysis to identify two core emotion-driven design axes: Elegant Innovation and Radiant Trust, which guide feature selection (color saturation, logo placement, color count, typography) and inform a color palette featuring Royal blue. The resulting KE-informed redesign demonstrates that emotional design methods can improve usability and trust in logistics websites, outlining a practical workflow that integrates strategy, Kansei elicitation, statistical analysis, and designer collaboration for non-traditionally aesthetic domains.

Abstract

Kansei Engineering (KE) is a user-centered design approach that emphasizes the emotional aspects of user experience. This paper explores the integration of KE in the case of a transportation company that focuses on connecting cargo owners with transportation providers. The methodology involves aligning the design process with the company's strategy, collecting and semantic scaling Kansei words, and evaluating website design through experimental and statistical analyses. Initially, we collaborated with the company to understand their strategic goals, using Use Case and Entity Relationship diagrams to learn about the website functionality. Subsequent steps involved collecting Kansei words that resonate with the company's vision. Website samples from comparable transportation companies were then evaluated by X subject in the survey. Participants were asked to arrange samples based on emotional feedback using a 5-point SD scale. We used Principal Component Analysis (PCA) to identify critical factors affecting users' perceptions of the design. Based on these results, we collaborated with designers to reformulate the website, ensuring the design features aligned with the Kansei principles. The outcome is a user-centric web design to enhance the site's user experience. This study shows that KE can be effective in creating more user-friendly web interfaces in the transportation industry.
Paper Structure (20 sections, 3 equations, 15 figures, 5 tables)

This paper contains 20 sections, 3 equations, 15 figures, 5 tables.

Table of Contents

  1. Introduction
  2. Related Work
  3. Methods
  4. Kansei Engineering Flow
  5. Decision of a company strategy
  6. Collection of Kansei Words
  7. Principal Component Analysis
  8. Survey Design
  9. Setting of the Semantic Differential scale
  10. Collection of product samples
  11. Survey Participants
  12. List of Item/Category
  13. Collection of Kansei colors
  14. Experimental Results
  15. Evaluation Experiment
  16. ...and 5 more sections

Figures (15)

  • Figure 1: The general idea of Kansei Engineering applied to Website Design
  • Figure 2: The formation process of web design
  • Figure 3: Kansei Engineering Flow
  • Figure 4: Use Case Diagram of considered Logistics Web application
  • Figure 5: Entity Relationship Diagram of the Logistics Apllication
  • ...and 10 more figures