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products. But to really evaluate how UX adds value, we have to study how cus-
tomers' expectations are ful ! lled. This is a very important and challenging issue of
emotional engineering.
15 Room for Growth
To express it in other words, what Brand pointed out is that the buildings which had
ample room for growth lived long. And buildings, which had little room for growth,
did not, although they are designed in a very smart and sophisticated way.
As discussed in Chap. “ Age of Subjective Engineering , Item Response Theory
(IRT), or Latent Trait Theory is getting wide attention these days. Traditional
evaluations in Classical Test Theory, achievements were evaluated objectively
based on scores. Bur IRT pays attention to latent trait or room for growth. If the
examinee grows to the maximum range of his or her room for growth, his or her
achievement is 100 %, no matter the reached level of growth might be lower than
those of others.
Thus, the examinee obtains the feeling of accomplishment or the feeling of
ful ! llment because he or she can extend his or her ability to the maximum. The
higher level in the range he or she can grow up to, the happier he or she feels and is
! filled with satisfaction that he or she can meet his or her expectation or he or she can
overcome the challenge.
This satisfaction is very much subjective and individual. It depends largely on to
what level he or she sets his or her goal and how much room for growth he or she
has. The feeling of accomplishment or ful ! llment is nothing to do with the
achievements of others. It solely depends on how much extent he or she can achieve
in comparison with his or her capabilities or room for growth.
16 Age of Judgment
Although importance of decision making has been emphasized in the above, we
have to remember that decision is made after judgment and judgment is more
important than decision making in the age of big changes, because right decisions
can be made if the right choices are presented.
In the traditional mechanical design, designers presented choices so users had no
other choice but to make decisions based on them. But the frequent and extensive
situational changes invalidate these pre-arranged choices. Users have to ! nd out
what choices are available by judging the situations.
Communicating products are called for to help users to ! find out the appropriate
options. Thus, if users can ! find appropriate options and can make an appropriate
decision, then they feel happy, because they know their judgments and decisions
are adequate and their sense of achievements is ful ! lled. The word “satisfaction”
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