내러티브 기반 사용자 경험 평가 프레임워크의 개념적 타당성 검증: Freytag 구조와 PAD-히트맵 통합 측정 방법론에 대한 전문가 검증

초록

UX evaluations of public digital services rely on single-point measurements taken after the fact, failing to capture changes in usability at each stage of the user journey. Furthermore, they are limited by the fact that, during retrospectives, the overall experience is distorted in memory due to the Peak-End Rule. This study proposes a narrative-based UX evaluation framework that applies Freytag's Pyramid, comprising Exposition, Rising Action, Climax, Falling Action and Dénouement to the public digital service user journey. This framework integrates Pleasure-Arousal-Dominance(PAD) self-report measurements and heatmap behavioral data through triangulation. Conceptual validity was examined through semi-structured interviews with seven UI/UX experts and deductive qualitative content analysis following Elo and Kyngäs. Expert validation showed unanimous agreement on practical value over existing methods and supported the conceptual validity of the Dominance dimension as a critical indicator for capturing perceived control in mandatory public service contexts. As an exploratory study examining the conceptual validity of the framework, this study establishes a theoretical foundation for integrating narrative theory into UX evaluation methodology and provides concrete grounds for the measurement design of subsequent empirical studies. However, operational variables for the framework, such as measurement interface design, particularly the influence of popup-based PAD measurement on dimension-specific scores, the operational definition of stage boundaries, and PAD-heatmap interpretation criteria, require empirical refinement through subsequent experimental research.

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