| Summary: | Wearables design research often evaluates aesthetic and ergonomic features without capturing their emotional and cognitive effects on user experience and buying decisions. This paper investigates both dimensions for smartwatches as screen-based wrist-worn wearable devices (SBWWDs) among Millennials and Generation Z using Kansei Engineering to structure SBWWD design features into users’ emotional perception and affective preferences. The study examines four hypotheses: (H1a) aesthetic perception differs between Millennials and Generation Z, (H1b) aesthetic perception differs across genders within the same generation, (H2a) ergonomic perception and visual needs for smartwatches’ screen interfaces differ between Millennials and Generation Z, and (H2b) ergonomic preferences differ across genders within the same generation. The research adopts a two-phase design methodology. Phase I-A identifies key aesthetic attributes from market-leading smartwatches and develops controlled design stimuli using AI-assisted concept generation. A questionnaire-based survey captures demographic-linked aesthetic preferences and emotional responses, with emphasis on case shape, strap material, and wearable color, to psychological perception and preference in smartwatch product designs. Phase I-B examines ergonomic interface display preferences relevant to smartwatch screens, including contrast and polarity, using Likert scales and bipolar Semantic Differential Scales. Subsequently, participants evaluate the combined interface features’ stimuli through measures of task accuracy and completion, best/worst interface display selections, eye-tracking metrices analysis, as well as emotional and cognitive arousal provoked by psychological intention using the Self-Assessment Manikin. Further, a full factorial design experiment evaluates the effects of participants’ demographic variables, including generation and gender, as well as smartwatch design features, on aesthetics and ergonomics design perception and preference. Phase II applies Kansei Engineering principles by mapping design features to affective responses of Phase I. Findings provide a structured mapping of smartwatch design perception and preferences across generational and gender groups within the Egyptian market, supporting affective principles in SBWWD design guidelines. The study contributes an evidence-based framework that integrates aesthetic and ergonomic features through Kansei Engineering, aiming to enhance online purchasing in smartwatch devices.
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