Modeling and Evaluating User Interface Aesthetics Employing ISO 25010 quality standard

User interface aesthetics, among other design considerations, are considered to be one of the determinants of user satisfaction. Considered more of a subjective aspect, aesthetics have mostly been evaluated with intrusive approaches. However, according to the recent product quality model in ISO 25010, "aesthetics" is listed under the "usability" characteristic. It is therefore imperative to understand and evaluate aesthetics not only from users' perspective but also from the design or product perspective. In this research, we employ ISO 25010 quality standard to specify user interface aesthetics requirements from two perspectives of quality, i.e., product quality and quality in use, providing a platform for consistently evaluating and therefore improving user interface aesthetics. We also demonstrate the usefulness of our approach with a case study.