This paper reveals how the patterns of positive user experience in relation to a product vary over the usage life cycle, from before purchase to disposal/repurchase, and in what way the positive experience interacts with demographic factors. As constructs of positive user experience, five attributes of positive user experience were adopted in the study: aesthetics; instrumentality; association; self-focused identification; and relationship-focused identification. Love letter, UX curve and retrospective interviews were used as methods. A total of 49 people participated in the study. The results indicate that the critical attributes of positive user experiences differed to a large extent according to the phase of product usage. However, these differences were not significant in terms of gender and age. Among the five attributes, instrumentality played a main role in positive experiences throughout the product usage life cycle, while the importance of the other attributes tended to decrease after first-time usage. The findings highlight implications for design practice that can aid the process of designing for long-lasting positive user experience throughout the product usage life cycle.
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