Importance Performance Matrix Analysis for Assessing User Experience with Intelligent Voice Assistants: A Strategic Evaluation

The digital transformation, in which we have actively participated over the last decades, involves integrating new technology into every aspect of the business and necessitates a significant overhaul of traditional business structures. Recently there has been an exponential increase in the presence of Artificial Intelligence (AI) in people’s daily lives, and many new AI-infused products have been developed. This technology is relatively young and has the potential to significantly affect both industry and society. The paper focuses on the Intelligent Voice Assistants (IVAs) and the User eXperience (UX) evaluation. IVAs are a relatively new phenomenon that has generated much academic and industrial research interest. Starting from the contribution to systematization provided by the Artificial Intelligence User Experience (AIXE®) scale, the idea is to develop an easy UX evaluation tool for IVAs that decision-makers can adopt. The work proposes the Partial Least Squares-Path Modeling (PLS-PM) to investigate different dimensions that affect the UX, and to verify if it becomes possible to quantify the impact and performance of each dimension on the general latent dimension of UX. The Importance Performance Matrix Analysis (IPMA) is utilised to evaluate and identify the primary factors that significantly influence the adoption of IVAs. IVA developers should examine the main aspects as a guide to enhancing the UX for individuals utilising IVAs.