This paper describes a method for formative evaluation of the user experience based on the user experience model of Hassenzahl [11]. It captures positive and negative feelings during the exploration of an interactive product. In a subsequent retrospective interview phase users indicate for each instance of a positive or negative feeling the product design aspects inducing it. This phase further employs the laddering interview technique [24] to reveal the meaning of product design aspects to the user and the underlying fulfilled or frustrated needs. The generated information helps designers to understand and optimize the user experience potential of a product.

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