IEEE Technology and Society Magazine - Summer 2013 - 76

the experience based on a comparison between the outcomes of the
specific interaction with those of
other experiences. If the outcomes
are appraised as positive, then the
individual develops feelings of satisfaction, joy, achievement, and so
forth [3].

Method
We approach user experience as
subjective and bounded to the
social setting; as such we follow
the interpretive paradigm, which
allows us to examine the IT artifact in the natural setting within
which it is being used and capture multiple interpretations and a
deeper understanding of its connotations [8]. Our research is guided
by philosophical hermeneutics,
which emphasizes understanding
the intended meaning of primarily
textual material [9].
Early in our study, we noticed
that several iPad users were documenting their user experience in
their personal weblogs. As these
bloggers decided to document and
share online their viewpoints, we
assume that their interaction with
the tablet has evoked feeling states,
which were considered important,
or even imperative to communicate to their readership. Indeed,
several bloggers claim that their
aim was to share their user experience, which is in accordance with
other studies' findings; bloggers
often wish to document their lives
and "express deeply felt emotions"
[10]. Therefore, these blogposts can
be considered as offering rich data
and valuable information toward
sharpening concepts pertinent to
our research questions.
We collected material between
March and December 2011 through
a web search, using "user experience" AND "iPad" AND "blog" as
keywords. From the pool of data,
we discarded technical reviews
and blogposts directly or indirectly
affiliated with Apple Inc., which led
to a pool of 32 blogposts (Table I).
Our coding technique followed the
76

Glaserian grounded theory paradigm; during open coding we identified as many codes as possible,
while we also coded any emerging
themes so that these could be further examined. In selective coding,
we focused on core variables, i.e.,
expressions of meanings, symbolic
significances and emotions. The
entire process involved the continuous interaction between us,
as interpreters, and the blogposts
and by continuously inquiring into
the data, drawing from our central
research questions. Following the
hermeneutic circle (moving back
and forth from the parts to the whole
and from the empirical data to the
literature), we further elaborated
on our codes and core variables.
Since our aim was not to develop
a theory, but rather to describe in
detail the phenomenon, theoretical coding did not ensue. Yet we
did explore relationships between
themes and subthemes to examine
the relationship between emotions
and meaning.

Discussion
Most of the bloggers hold upper
level managerial positions. Their
job often entails commuting and
frequent traveling, while they need
to attend several meetings. As such,
they report having increased needs
for connectivity, speed and mobility.
While assessing bloggers' narratives, it soon became obvious that
the majority uses it as an extension of
business life. It is considered to offer
a satisfactory work environment for
basic work-related tasks and, as it
is extremely portable, they suggest
that it allows them to remain productive when on the move:
B30: "On a business trip a
couple months ago (...), I left
my laptop in the hotel room
and only carried the iPad.
It was ultra-convenient to
just flip out the iPad to compare calendars for followup meetings, show off a few
charts, and co-surf a few

web sites without having
to whip out a laptop or fire
up a projector. It was also
liberating to walk in without a laptop bag slung over
my shoulder."
As the use of and the experience
with IT artifacts depends upon
one's needs and the use context [1],
when the focus changes from the
business to the everyday environment, users experience the tablet in
a much different way. In the home
environment, users interpret the
tablet and assess it as a multimedia
and content consumption station,
substituting a bundle of objects
and/or devices:
B3: "doing a keynote presentation [for teaching and
preaching] from iPad is really
awesome (...). It would be
wrong not to admit that using
these devices is just plain fun.
Whether it's reading Winnie
the Pooh to Haylee, playing
"Memory Cards" with our
family, or teaching Dana how
to play solitaire, we've had a
good time."
Therefore, the tablet manages
to transcend all facets of human
living; from the office to the
home environment, and it is often
approached as a communal device,
as it offers opportunities for sharing and socializing with others.
Previously, physically sharing
content with another person suggested handing over a mobile
phone, passing around a laptop,
or hovering over a shoulder for
screen-sharing. Nevertheless, as
the mobile phone is often considered more personal, handing it
over may cause a sense of insecurity while its screen size is less
inviting. Passing around a laptop
entails passing around a rather
heavy object or often wrestling
with cables. Finally, gathering
around in front of a desktop limits
one's personal space.

IEEE TECHNOLOGY AND SOCIETY MAGAZINE

SuMMEr 2013

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