An experimental investigation into the role of interaction in user experience (UX) with a controlled manipulation of interactivity features (e.g., avatars, interactive video) in a university information website is reported. The more interactive version had better affect and hedonic ratings, even though its perceived usability was worse. Analysis of qualitative data showed users were attracted to the interactive features, although they complained about poor usability. The results of the experiments are discussed to consider the role of interactivity in UX and the differences between users’ quantitative judgments of UX and their comments on interactive features, which reveal different perspectives.

This paper investigates general and individual evaluations of User Experience (UX) with interactive web sites. A series of studies investigate user judgment on web sites with different interactivity levels over repeated exposures. The more interactive websites produced more positive affect, had better design quality ratings, which improved with exposure, and were preferred. Differences between the more interactive sites indicated overall UX was influenced by users' preferences for interactive styles, with both sites having enthusiast, potential adopter, and non-adopter users. The implications for models and frameworks of UX are discussed.