It is widely discussed that products should provide more qualities than just providing the right functionality (being useful) and giving access to it (being easy to use). Hassenzahl  postulated that users perceive pragmatic and hedonic qualities when using an interactive product. The hedonic quality has a stimulation and an identity aspect. The central question of this study is which type of product features support the stimulation aspect of hedonic quality and whether this quality can be systematically increased in the design process. In a moderated workshop, experienced design experts were introduced to the theoretical model of perceived pragmatic and hedonic qualities and were asked to invent stimulating product features for a given online shop. The hedonic qualities of these feature ideas and of online shops showing more or less of these features were evaluated by shop users in an online survey. First conclusions for systematic design of the stimulation aspect of hedonic quality will be derived.
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