User experience of the login flow in Duo : A study of user perception of trust, reliability and communicated soft values in user interface design of a login f low

Abstract: User interface design should provide meaningful and relevant experiences to the user. Users have different expectations on quality factors in services of different domains of usage. Aesthetics are more than just decoration of a user interface and could have significant impact on the continuous user experience, and colors could be a determining factor in the way that users interact with a user interface. This thesis presents an investigation into the user perception of trust, reliability and communicated soft values in the user interface design of the login flow in the Duo application. The Duo application is a second screen interaction application, combining public service television with interactive cross-program entertainment. The study followed the Double Diamond framework for innovation in design work. A pre-study was done consisting of a literature review, state of the art, and sending out a survey. This was followed by designing and iteration of prototypes and then conducting user tests and evaluation of the final iteration of prototypes. The findings from the pre-study identified characteristics for what users perceived of different interfaces in regards to soft values, as well as experiences with login. The characteristics were incorporated in the prototypes that were evaluated through user testing. After that, the evaluation of characteristics of the design of the login user interfaces were discussed and concluded to be valid and was finally delivered as design recommendations. Overall, the study points to there being a demand from users for clear identification of the publisher of the service for increased reliability and trustworthiness, through aesthetic means such as color and shape but mainly through logotypes or text.