NeuroQuantology | May 2018 | Volume 16 | Issue 5 | Page 407-414 | doi: 10.14704/nq.2018.16.5.

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Wu Y., User Experience Evaluation of Industrial Design Based on Brain Cognitive Behavior

User Experience Evaluation of Industrial Design

Based on Brain Cognitive Behavior

Xiang Wu1, Yue Wu2*

ABSTRACT
With the automobile industry design as the research object, the design scheme evaluation as the main line, and the
psychological scale of automobile industry design user aesthetic experience and eye movement and
electroencephalogram (EEG) test as the means, this paper deeply studies the user experience in automobile
industry design evaluation, solves the lack of scientific basis in subjective decisions by experts or leaders in the
evaluation of automobile industry design scheme, and thus provides objective data support for the evaluation and
decision-making of design schemes in the automobile industry. The experimental results show that the subjective
index, eye movement index and EEG index of user experience can be mutually verified in the process of evaluating
automobile industry design scheme, which makes the selecting result more objective.

Key Words: Brain Cognitive Behavior, Industrial Design, User Experience Evaluation
DOI Number: 10.14704/nq.2018.16.5.1320 NeuroQuantology 2018; 16(5):407-414

Introduction objective data support in design scheme selection 407

Product design is the motive force for enterprises
to maintain development. The automobile industry
design is the first link of the whole automobile
design, and also is the first link that the user
chooses to buy the automobile. It has already
become the important factor that enhances the
enterprise profit, develops the enterprise market,
and molds the enterprise brand. Design scheme
selection is an important link in the design phase of
automobile industry. In the selection of traditional
design scheme of the automobile industry, most
enterprises adopt the method of expert scoring or
personal decision-making of leaders. However, an
expert or leader is not usually the end user of an
automobile product, and the results do not truly
reflect the experience and feelings of the target
user (Chen and Zhong, 2009).
In order to solve the problem of
subjective evaluation result and lack of user's
of automobile industry, this paper proposes a
method of user experience in automobile industry
design selection with eye movement and EEG,
which takes subjective psychological quantity and
objective physiological quantity of target user
experience process as indexes of automobile
industry selection. Eye movements and EEG data of
20 target users in the process of experience
evaluation of four different automobile design
effects are collected by eye movement instrument
and EEG recorder. The original data are processed,
and the correlation among the processed eye
movement data, EEG data and subjective
evaluation value is analyzed. A multi-dimensional
comprehensive evaluation model of user
experience in automobile industry design is
established in combination with psychological and
physiological evaluation indexes, and the model is
checked (Cho et al., 2011).

Corresponding author: Yue Wu

Address: 1Fashion and Art Design Institute, Donghua University, Shanghai 200051, China; 2Industrial Design Engineering, Delft university of
technology, Delft, The Netherlands
e-mail  wuyueworld2015@gmail.com
Relevant conflicts of interest/financial disclosures: The authors declare that the research was conducted in the absence of any
commercial or financial relationships that could be construed as a potential conflict of interest.
Received: 18 March 2018; Accepted: 13 April 2018

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NeuroQuantology | May 2018 | Volume 16 | Issue 5 | Page 407-414 | doi: 10.14704/nq.2018.16.5.1320
Wu Y., User Experience Evaluation of Industrial Design Based on Brain Cognitive Behavior

User Experience Evaluation Method for represents the number of test schemes and n
Automobile Industry Design Combining with represents the number of subjects.
Eye Movement and EEG (1) Evaluation model of user experience
The single eye movement cognitive analysis, EEG psychological value in automobile industry
cognitive analysis and psychological cognitive design.
analysis cannot verify the user experience The evaluation of the subject n’ to the
evaluation results of automobile industry design scheme m’ is pn’,m’, then the set of scores by
mutually (Chiang, 2011). In order to provide subjects (b1, b2, ..., bn) to schemes (c1, c2, ..., cm) is
accurate and reliable data support for automobile successively:
industry design evaluation, and reduce the risk of
late capital investment in automobile design stage  p1,1 p1,2 ⋅⋅⋅ p1,m 
due to the failure of early design scheme selection, p p2,2 ⋅⋅⋅ p2,m 
this paper presents a combined eye movement P=
2,1
(1)
and EEG evaluation method for automobile  M M M 
industry design user experience.  
 pn ,1 pn,2 ⋅⋅⋅ pn ,m 
User experience evaluation object in automobile
industry design Total score of the scheme i is
The evaluation objects of user experience in
automobile industry design include design sketch, p1,i + p2,i + ⋅⋅⋅ + pn,i
design rendering, sludge model and 3D digital
pi = (2)
n
model. In the development of a new automobile
product, the expression of the two-dimensional Total score of each scheme is
design effect map of the automobile contains
more information, and the time period of making
the effect map is less with lower cost, so the two- PT =  Pc1 Pc2 ⋅⋅⋅ Pcm  (3)
dimensional design effect map of automobile is
selected as the object of user experience test (2) Eye movement test evaluation model
408
evaluation (Fiedler et al., 2015). of user experience in automobile industry design.
The eye movement data of the subjects
Combined eye movement and EEG automobile during the experience of different automobile
industry design industry design schemes are recorded
First, the automobile industry design rendering is synchronously by using the eye movement
made to be the test material of user experience instrument, and the corresponding eye movement
and presented to the test subject, and the test index data are extracted from the data:
evaluation of the test material by the subject is
recorded with the aid of the scoring record  y (b1 , c1 , E ) y (b1 , c2 , E ) ⋅⋅⋅ y (b1 , cm , E ) 
software. The saccade, gaze and other behaviors  y (b , c , E ) y(b2 , c2 , E ) ⋅⋅⋅ y(b2 , cm , E )  (4)
of the subject’ eyes are recorded synchronously Y (bi .c j , E ) =  2 1
 M M M 
with the help of the portable eye movement  
 y(bn , c1 , E ) y (bn , c2 , E ) ⋅⋅⋅ y (bn , cm , E ) 
instrument. The EEG waves of the subjects are
recorded synchronously with the aid of the EEG
recorder (Goncharova and Barlow, 1990). Then Where, Y(bi, cj, E) is eye movement test
the subjects' psychological reaction and index data of the subject bi to experience test
preference about the test plan are judged by the scheme cj and E={e1, e2, ..., eg} is eye movement test
correlation analysis among eye movement index, including the number of gaze times, gaze
behavior, EEG wave and subjective score of the time, etc., to the region of interest.
test subjects (Tseng et al., 2013). The comprehensive value of the eye
movement data of all the subjects to the test
Combined eye movement and EEG automobile scheme j is
industry design
The user experience evaluation model orders the y (1, c j , E ) + y (2, c j , E ) + ⋅⋅⋅ + y ( n, c j , E )
y (b1~ n , c j , E ) = (5)
test scheme set as C={c1, c2, c3, ..., cm}, and the set of n
the subjects as B={b1, b2, b3, ..., bn}, where, m

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Wu Y., User Experience Evaluation of Industrial Design Based on Brain Cognitive Behavior

The comprehensive value of the eye movement  pc1 yc1 d c1 

data for each scheme is  
 pc yc2 d c2  (11)
Z = [ P, Y , E ] =  2
M M M 
Y T =  yc1 yc2 ⋅⋅⋅ ycm  (6)  
 pcm ycm d cm 

(3) EEG evaluation model of automobile

industry design user experience. Combined Eye Movement and EEG Automobile
Industry Design
The EEG data of 64 electrodes of cerebral
User experience evaluation experiment. In order
cortex are recorded synchronously by EEG
to verify the feasibility of the evaluation method
recorder when the subjects experience different
of combined eye movement and EEG user
design schemes of automobile industry.
experience in automobile industry design, the
evaluation experiment of combined eye
 d (b1 , c1 , G ) d (b1 , c2 , G ) ⋅⋅⋅ d (b1 , cm , G ) 
 d (b , c , G ) d (b , c , G ) ⋅⋅⋅ d (b , c , G )  movement and EEG user experience in
D(bi .c j , G ) =  2 1 2 2 2 m  automobile industry design is carried out. The
 M M M 
  whole experiment is mainly composed of subjects,
d (
 n 1b , c , G ) d (b , c , G ) ⋅⋅⋅ d (b , c , G ) 
n 2 n m
experimental instruments, experimental
(7) materials, experimental process and so on (Frey
et al., 2017).
Where, D(bi, cj, G) is EEG data of the
subject bi to the test scheme cj, G=(g1, g2, ..., gi, ..., Experimental research subjects
g64), where, gi represents the EEG date of the i The subjects of automobile industry design users
electrode. experience are 20 22-25 year-old college
The comprehensive value of the students.
superposed EEG data of all the subjects to the
scheme j is Experimental instrument
In the experiment, Dikablis Glasses 2.0 head-
d (1, c j , G ) + d (2, c j , G ) + ⋅⋅⋅ + d (n, c j , G ) mounted eye movement instrument of Ergoneers
d (b1~ n , c j , G ) = (8) 409
n in Germany is used to collect eye movements and
Brain Amp 64 EEG recorder of EGI in America is
The comprehensive value of the used to collect EEG data (Krause et al., 1983).
superposed EEG data of the subjects to each
scheme Experimental materials
The first 45 ° renderings of the four different car
DT =  d c1 d c2 ⋅⋅⋅ d cm  (9) industrial designs are made into an EEG file in JPG
format and shown on a 19-inch display screen.
(4) Comprehensive evaluation model of Experimental process
combined eye movement and EEG industrial Arrange the experiment sequence of 20 subjects
design user experience. in advance and invite the subjects to conduct the
Psychometric scale, eye movement data, experiment in turn (Lin et al., 2006). The specific
and EEG waves for integrated automobile experiment steps are as follows:
industry design user experience tests can be (1) 20 subjects have the experiment in
recorded as turn.
(2) The subjects watch and understand the
 z(b1, c1 , P, E, G) z(b1, c2 , P, E, G) ⋅⋅⋅ z(b1, cm , P, E, G)  (10)
 z(b , c , P, E, G) z(b , c , P, E, G) ⋅⋅⋅ z(b , c , P, E, G)  experimental instructions.
Z (bi .c j , P, E, G) =  2 1 2 2 2 m 
(3) The subjects put on the eye movement
 M M M 
 
 z(bn , c1, P, E, G) z(bn , c2 , P, E, G) ⋅⋅⋅ z(bn , cm , P, E, G)  instrument and EEG instrument, and calibrate
them.
From Formulas (3), (6) and (9), the (4) In the begin of the formal experiment,
evaluation value of the user experience in the subjects watch the first automobile industry
automobile industry design in each evaluation design rendering, score it through the keyboard
dimension can be obtained: numeric keys 1-5 (1-very poor, 2-relatively poor,
3-general, 4-good, and 5-very good), and finish

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Wu Y., User Experience Evaluation of Industrial Design Based on Brain Cognitive Behavior

the experience of this automobile design

rendering while pressing the keyboard. The Table 3. Average gaze times of user experience in the
experience of the next automobile design automobile industry design scheme
Design Scheme Scheme Scheme Scheme
rendering begins until the four experimental rendering 1 2 3 4
materials are done. Average gaze
58 85 63 69
(5) The experiment ends and the eye times/times
movement instrument and EEG instrument stop
recording. (3) Hotspot graph.
By superimposing the gaze time and the gaze
Data Processing of User Experience Evaluation times of eye movement in different renderings of
Experiment in Combined Eye Movement and automobile industrial design schemes, the hotspot
EEG Automobile Industry Design graph of the subjects to different renderings can
User experience in automobile industry design be obtained, as shown in Figure 1. The deeper the
psychological scale values color is, the higher the focus of the area is.
By substituting the experimental data into the
Formulas (1), (2) and (3), we can obtain the
comprehensive psychological scale values of all
subjects to experience the four automobile design
schemes, as shown in Table 1.

Table 1. Comprehensive psychological evaluation scale for

user experience in automobile industry design schemes
Scheme Scheme Scheme Scheme
Design rendering
1 2 3 4
Comprehensive
psychological 2.5 4.5 3.2 4
value

Eye movement data processing of user experience

in automobile industry design
(1) Gaze time.
The gaze time refers to the time from presenting
the rendering of the automobile industry design
to making the judgment by the subjects. By
substituting the experimental data into the
Formulas (4), (5) and (6), the average gaze time of
all the subjects to experience the rendering of the
automobile industry design can be obtained, as
shown in Table 2.
Table 2. Average gaze time of user experience in design
scheme
Design Scheme Scheme Scheme
rendering 1 2 3 4
Average gaze
19.943 33.369 20.624
time/s
(2) Gaze times.
Gaze times refers to the number of eye fixations
from presenting the rendering of the automobile
industry design to making the judgment by the
subjects. By substituting the experimental data
into Formulas (4), (5) and (6), the average gaze
times of experiencing the rendering of the
automobile industry design by the subjects can be
obtained, as shown in Table 3.
410
Figure 1. Hotspot graph of the subjects to different
renderings
EEG data processing of user experience in
automobile industry design
(1) EEG data processing.
The original signals collected in the experiment
include spontaneous EEG signals, induced EEG
signals and other physiological interference
signals. Spontaneous EEG signals are potential
Scheme changes that occur spontaneously in the cranial
nerve itself without specific external stimuli
27.534 (visual, auditory and tactile stimuli). Induced EEG
signals are potential changes of the cranial nerves
caused when stimulation is applied to the sensory
organs. Other physiological interference signals
include EOG, ECG and EMG. Induced EEG signals
contain the user's aesthetic experience evaluation
information, so it is necessary to extract and
analyze the induced EEG signals. The Brain Vision
Analyzer software is used to extract the induced
EEG signals from 64 electrodes (Sazonov et al.,
2002). The specific steps are as follows:

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Wu Y., User Experience Evaluation of Industrial Design Based on Brain Cognitive Behavior
Step 1: Removal of physiological
interference signals. The amplitude of induced
EEG signals is about 2~10μV, with high time-
varying sensitivity. Other physiological signals
such as EOG, ECG and EMG can interfere with real
EEG signals, so the interference signals such as
EOG, ECG and EMG should be removed first.
Step 2: Digital filtering. EEG signals belong
to low-frequency signals, it is easy to be interfered
by other high-frequency noise signals. The noise
of EEG signals can be removed by software digital
filtering function.
Step 3: EEG data segmentation. Since the
induced EEG signals occur within a period of time
after stimulation, only signals of this segment
needs to be processed when the induced EEG
signals are extracted. The EEG data are divided
according to the time axis of the experiment. The
experimental stimulation material scheme 1 is
presented from the time A, and the time period of
AB- 1500ms is the effective time period for the
stimulation material 1 to induce EEG signals. The
time C is the time point at which the test subjects
press the scoring key, and is also the time point
when the test stimulation material 2 is presented.
The time period CD- 1500ms is the effective time
period of the stimulation material 2 to induce EEG
signals. The time periods of EF and GH are the
effective duration of the induced EEG signals of
the stimulation materials 3 and 4, respectively.
Step 4: Baseline correction. Because of the
limited accuracy of the instrument itself, the
interference of environmental noise and
interference of other physiological signals, the
acquired EEG signals usually has the problem of
baseline drift, which represents the irregular
change of the signal baseline. Therefore, it is
necessary to eliminate the deviation of EEG from
baseline through the baseline correction function
of software.
Step 5: Average amplitude. The amplitude
of spontaneous EEG signals is between several
tens of microvolts and several hundreds of
microvolts, but that of the induced EEG signals is
only 2 ~ 10μV. The induced EEG signals will be
submerged by spontaneous EEG signals and
cannot be observed directly. The average
amplitude function is used to superimpose and
average all EEG signals corresponding to
experimental stimulation materials, which are
intercepted by subjects. The spontaneous EEG
signals are random signals, and the average value
after superimposition is 0. The induced EEG
signals are deterministic signals, and consistent
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after superimposition. The induced EEG signals
can be extracted after average amplitude
processing.
(2) Analysis of induced EEG topographic map.
After extracting the induced EEG signals of 64
electrodes, Brain Vision Analyzer, EEG data
processing software, is used to analyze the
induced EEG topographic map, so that the energy
distribution of the induced EEG in the rendering
of all automobile industry design schemes can be
observed more intuitively. The deeper the color is,
the greater the average energy of the Event-
Related Potentials (ERP) is. The EEG topographic
map of the subjects is induced in 200 ~ 600ms
under the stimulation of four design schemes.
By comparing the topographic map with
the electrode distribution map of EEG instrument,
it can be found that the active areas of the brain
stimulated by the rendering of automobile
industry design are concentrated in the frontal
lobe of the brain, including the electrodes such as
FZ, FC1, F1, F2, F3, F4, F4, F5, F6, F7 and F8. This
part is active because the frontal lobe of the brain
is primarily responsible for spiritual and mental
functions.
(3) Analysis of induced EEG topographic map.
411
The electrodes of cognitive evaluation of aesthetic
experience in event-related potentials (ERP)
include FZ, FC1, F1, F2, F3, F4, F4, F5, F6, F7, F8.
Figure 2. EEG pattern induced by electrodes
The components of classical ERP mainly
include P300, which is the positive wave of the
peak latency of the ERP in the range of 200ms ~
600ms, and P300 is the ERP component related to
the cognitive evaluation functions such as
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Wu Y., User Experience Evaluation of Industrial Design Based on Brain Cognitive Behavior

attention, recognition, decision-making and Evaluation model calculation

memory. P300 is included within 1500ms, the By substituting the psychological value, eye
effective duration of induced EEG. The ERP data of movement data and EEG data of all subjects into
the above ten electrodes will be different when the comprehensive evaluation model of user
the users carry out aesthetic experience on four experience (Formula (10)), the results of
different schemes. Therefore, it is necessary to evaluation of all users on four design schemes can
compare and analyze the induced EEG data of the be obtained:
ten electrodes. The EEG data of different
stimulation materials can be obtained after the 2.5 19.943 58 2.4 4.1 3.6 3.4 1.8 2.6 3.2 2.1 1.9 1.5
4.5 33.369 85 6.2 7.8 5.7 7.2 6.1 5.6 6 3.6 5.5 3.4
induced EEG signals are extracted and processed. Z =
The four design schemes are compared in the EEG 3.2 20.624 63 5 5.9 5.1 4.8 1.9 1.8 3 1.8 2 1.9
 
induced from FZ, FC1, F1, F2, F3, F4, F4, F5, F6, F7 4 27.534 69 6 6.9 4.9 5.8 4.5 4.4 4.8 3.2 4.2 3.2
and F8 electrodes, as shown in Figure 2.
Analysis of Experimental Results of User
Table 4. Peak values of EEG induced by different electrodes Experience Evaluation for Automobile
in four design schemes (μV)
Industry Design of Combined Eye Movement
Induced Automobile design scheme
electrodes Scheme 1 Scheme 2 Scheme 3 Scheme 4 and EEG
FZ 2.4 6.2 5.0 6.0 Correlation analysis
FC1 4.1 7.8 5.9 6.9 The correlation analysis is carried out between
F1 3.6 5.7 5.1 4.9 psychological quantity (X1), eye movement gaze
F2 3.4 7.2 4.8 5.8
F3 1.8 6.1 1.9 4.5
time (Y1), and eye movement gaze times (Y2) and
F4 2.6 5.6 1.8 4.4
F5 3.2 6.0 3.0 4.8 peak values of induced EEG FZ, FC1, F1, F2, F3, F4,
F6 2.1 3.6 1.8 3.2 F4, F5, F6, F7 and F8 respectively to obtain the
F7 1.9 5.5 2.0 4.2 correlation coefficient analysis results, as shown
F8 1.5 3.4 1.9 3.2 in Table 5.
The correlation analysis shows that the
In the comparative analysis graph of correlation coefficients among the 13 indexes of 412
induced EEG, it can be found that the peak values physiology and psychology of the subjects’
of induced EEG are different when the users have evaluation on automobile design schemes are
aesthetic experience on four different schemes, positive. Except that the correlation coefficients of
and the Table 4 shows the peak values of EEG electrodes F1 and F4, and electrodes F1 and F6
induced by electrodes such as FZ, FC1, F1, F2, F3, are 0.56 and 0.57 respectively, all the other
F4, F4, F5, F6, F7 and F8 in four design schemes. correlation coefficients are more than 0.6,
showing stronger positive correlation. It can be
seen that all the evaluation indexes have a good
consistency with the evaluation results of the
design schemes.
Table 5. Correlation among Psychological Quantity, Eye Movement and EEG
Y1 X1 Y2 FZ FC1 F1 F2 F3 F4 F5 F6 F7 F8
Y1 1 0.95 0.97 0.78 0.9 0.74 0.95 1 0.97 0.99 0.96 1 0.95
X1 0.95 1 0.93 0.94 0.99 0.88 0.99 0.95 0.87 0.92 0.89 0.95 0.98
Y2 0.97 0.93 1 0.78 0.9 0.83 0.96 0.95 0.89 0.94 0.87 0.95 0.88
FZ 0.78 0.94 0.78 1 0.97 0.93 0.92 0.78 0.64 0.72 0.69 0.78 0.89
FC1 0.90 0.99 0.90 0.97 1 0.94 0.99 0.89 0.78 0.85 0.81 0.9
F1 0.74 0.88 0.83 0.93 0.94 1 0.91 0.72 0.56 0.67 0.57 0.72 0.76
F2 0.95 0.99 0.96 0.92 0.99 0.91 1 0.94 0.85 0.91 0.86 0.94 0.94
F3 1.00 0.95 0.95 0.78 0.89 0.72 0.94 1 0.98 1 0.98 1 0.96
F4 0.97 0.87 0.89 0.64 0.78 0.56 0.85 0.98 1 0.99 0.99 0.98 0.91
F5 0.99 0.92 0.94 0.72 0.85 0.67 0.91 1.00 0.99 1 0.98 1 0.94
F6 0.96 0.89 0.87 0.69 0.81 0.57 0.86 0.98 0.99 0.98 1 0.98 0.94
F7 1.00 0.95 0.95 0.78 0.90 0.72 0.94 1.00 0.98 1.00 0.98 1 0.97
F8 0.95 0.98 0.88 0.89 0.94 0.76 0.94 0.96 0.91 0.94 0.94 0.97 1

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Wu Y., User Experience Evaluation of Industrial Design Based on Brain Cognitive Behavior

Relative proximity analysis

In order to comprehensively evaluate and select where, d+ij is the distance of the ith index of the jth
the four design schemes, the advantages and scheme to the optimal value, and d-ij is the distance
disadvantages of each design scheme are analyzed of the ith index of the jth scheme to the worst value,
under different physiological and psychological i=1, 2, ..., 13, j=1, 2, 3, 4. Table 7 is obtained by
dimension indexes, and the relative proximity is substituting data Table 6 into Formulas (14) and
calculated and analyzed under each dimension (15).
index.
Step 1 Calculate the optimal value and the Table 7. Distance from the evaluation value of each scheme to
the optimal value and the worst value
worst value of each evaluation index of the
dij+ dij−
scheme. The optimal value Fij+ and the worst Dimension
index
C1 C2 C3 C4 C1 C2 C3 C4
value Fij− of each evaluation index are X1 2 0 1.3 0.5 0 2 0.7 1.5
respectively: Y1 13.4 0 12.7 5.8 0 13.4 0.68 7.59
Y2 27 0 22 16 0 27 5 11
Fij+ = max { fi (c j )} , i = 1, 2, ⋅⋅⋅,13, j = 1, 2,3, 4 (12) FZ 3.8 0 1.2 0.2 0 3.8 2.6 3.6
FC1 3.7 0 1.9 0.9 0 3.7 1.8 2.8

Fij− = min { f i (c j )} , i = 1, 2, ⋅⋅⋅,13, j = 1, 2,3, 4 (13)

F1 2.1 0 0.6 0.8 0 2.1 1.5 1.3
F2 3.8 0 2.4 1.4 0 3.8 1.4 2.4
F3 4.3 0 4.2 1.6 0 4.3 0.1 2.7
where, fi is the ith evaluation dimension index, and F4 3 0 3.8 1.2 0.8 3.8 0 2.6
cj is the jth design scheme. Table 6 is obtained by F5 2.8 0 3 1.2 0.2 3 0 1.8
substituting the comprehensive evaluation result F6 1.5 0 1.8 0.4 0.3 1.8 0 1.4
data into Formulas (12) and (13). F7 3.6 0 3.5 1.3 0 3.6 0.1 2.3
Step 2 Calculate the distance from the
F8 1.9 0 1.5 0.2 0 1.9 0.4 1.7
evaluation value of each scheme to the optimal
value and the worst value. 413
Step 3 Calculate the relative proximity
Table 6. The optimal value and the worst value of each between the evaluation value and the optimal
design scheme in evaluation under different dimensions value of each scheme. Find out the relative
Dimensio Automobile design scheme Optim
Worst proximity between the evaluation value and the
n al optimal value of each design scheme as a basis for
C1 C2 C3 C4 value
index value
X1 2.5 4.5 3.2 4 4.5 2.5
final evaluation of design schemes.
19.9 33.3 20.6 27.53 19.94
Y1 33.369 d ij−
4 6 2 4 3 (16)
Z ij =
Y2 58 85 63 69 85 58 dij− + dij+
FZ 2.4 6.2 5 6 6.2 2.4
FC1 4.1 7.8 5.9 6.9 7.8 4.1
F1 3.6 5.7 5.1 4.9 5.7 3.6 where, Zij∈[0,1], i=1, 2, ..., 13, j=1, 2, 3, 4. By
F2 3.4 7.2 4.8 5.8 7.2 3.4 substituting the data in Table 6 into Formula (16),
F3 1.8 6.1 1.9 4.5 6.1 1.8 the proximity and ranking table between the
F4 2.6 5.6 1.8 4.4 5.6 1.8
evaluation value and the optimal value of each
F5 3.2 6 3 4.8 6 3
F6 2.1 3.6 1.8 3.2 3.6 1.8
scheme can be obtained, as shown in Table 8.
F7 1.9 5.5 2 4.2 5.5 1.9 As can be seen from Table 8, the design
F8 1.5 3.4 1.9 3.2 3.4 1.5 scheme 2 is ranked the first in the physiological
and psychological dimension indexes of the user
The formulas for calculating the distance experience; the design scheme 4 is ranked the
between the evaluation value of each scheme and third in the induced EEG peak dimension of F1
the optimum value and the worst value are: electrode, and ranked the second in the other
physiological and psychological dimensions; the
dij+ = Fij+ − Fij (14) design scheme 3 is ranked the third in most of the
dimensions; and the design scheme 4 is ranked
the fourth in most dimensions.
dij− = Fij − Fij− (15)

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NeuroQuantology | May 2018 | Volume 16 | Issue 5 | Page 407-414 | doi: 10.14704/nq.2018.16.5.1320
Wu Y., User Experience Evaluation of Industrial Design Based on Brain Cognitive Behavior

Table 8. Proximity and ranking table between the evaluation investment due to the failure of early-stage design
value and the optimal value scheme selection in the automobile design stage.
Dime Automobile design scheme
nsion Ranking The experimental results show that the method is
C1 C2 C3 C4 universal and can be used in the selection of
index
X1 0.000 1.000 0.350 0.750 C2>C4>C3>C1 design schemes in other industrial product design
Y1 0.000 1.000 0.051 0.565 C2>C4>C3>C1 stages and in the competitive analysis of post-
Y2 0.000 1.000 0.185 0.407 C2>C4>C3>C1 marketing product modeling.
FZ 0.000 1.000 0.684 0.947 C2>C4>C3>C1
FC1 0.000 1.000 0.486 0.757 C2>C4>C3>C1
F1 0.000 1.000 0.714 0.619 C2>C3>C4>C1 References
F2 0.000 1.000 0.368 0.632 C2>C4>C3>C1 Chen ZC, Zhong J. The Design of EEG Signal Acquisition Pre-
processing Circuit. Chinese Journal of Medical Physics
F3 0.000 1.000 0.023 0.628 C2>C4>C3>C1
2009; 4: 016.
F4 0.211 1.000 0.000 0.684 C2>C4>C1>C3
Chiang YC. Predicting Human Error in Industrial Operation
F5 0.067 1.000 0.000 0.600 C2>C4>C1>C3
with EEG and Data Mining Techniques. Dissertations &
F6 0.167 1.000 0.000 0.778 C2>C4>C1>C3
Thesis - Gradworks 2011; 1-52.
F7 0.000 1.000 0.028 0.639 C2>C4>C3>C1 Cho W, Hwang SH, Choi H. An investigation of the influences
F8 0.000 1.000 0.211 0.895 C2>C4>C3>C1 of noise on EEG power bands and visual cognitive
responses for human-oriented product design. Journal of
Conclusions Mechanical Science & Technology 2011; 25(3): 821-26.
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