Intel Case Study

: Intel is a global multinational company with over 100K employes and $10B in gross sales manufacturing platforms, software and developing services for a network of over 60 OEMS worldwide. Steve was part of the Enterprise Quality division and was chartered to institutionalize User Centered Design in the Quality division and develop a highly scalable, reliable, economical, rapid and transferable methodologies for UX Assessment of all Intel’s platforms and in accordance with Intel’s operational definition of User Experience: “The thoughts, perceptions and emotions by users, before, during and after interaction with a product”. These methodologies needed to be .

Approach: Steve build bridges with the various tribes/silos to galvanize the UX community and rally support for a common vision and evaluative framework for UX. Steve formed 2 teams, one focused on institutionalizing UCD and the other focused on multi layered research activities including review the state of the art methodologies, and validation studies to refine candidate methodologies. Steve setup a team of researcher and devised the strategy. The following example show the prototyping o the methodology for UX Assessment to measure emotional resonance of consumer product by end-users.
The team initially mapped out the User Experience Touch Points in a “Consumer Journey” for the typical prospect buyer. Then we identified the critical areas, under the influence or control of Intel, and focused research and solution generating activities in those areas.

A longitudinal study was organized in 3 parts to analyse the times before any interaction with the product: the “Anticipated Experience”, the time while interacting the the product: the “Actual” or “Real-Time Experience”, and the time after interaction with the product: the “Remembered Experience” that captures final impression.

We establish a baseline User Experience Measurement for the emotional resonance for a particular line of products.

Anticipated Experience
anticipated-experience     anticipation-positive-emotions


75% heard of The Product Expecting: Thin & Light, Powerful, Touch Some expectation & wish for:
• Devices integration
• Ecosystem integration
• Gestures Recognition
• Voice Recognition[/one_third_last]

Real-Time Experience

actual-experience   mixed-emotions


• Overall many *pain* points
• Good Performance
• Thin/Ligh: appreciated but expected
• Touch exciting but not fulfilling
• Win8 extremely frustrating
• Unclear/confusing Brand[/one_third_last]

Remembered Experience

remembered-experience    remembered-emotions


• Touch and Smudging
• Win8 frustration
• Powerful but Heavy
• Larger than expected
• Not distinctive
• Net Promoter Score +23[/one_third_last]

Results Exceeding Expectations

Results Meeting Expectations

Results Below Expectations


TOOLS: the Intel Emotion Wheel

This tool was created and validated scientifically. It provides a quick, reliable and scalable method for measuring the “feelings” about the experience with a product or service

  • Tailored for Intel and product emotion evaluation
  • “Emotion” words are provided for recognition task instead of recall, a benefit over asking participants “how do you feel”
  • Coupled with usage data provides context and “why” data
  • More detailed emotional range, less costly, and better for longer sessions than many neuro methods such as EEG


We generate solutions to improve the product’s emotional resonance with global users and provided a pipeline of intellectual properties to protect and differentiate the product line.

We were responsible for improvements to the product line in specifications, ergonomics, interactivity, services, branding and competitive positioning. We influenced product design, marketing and the product road map to exert maximum impact and influence on the global market.