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1

Emotion-based product design and innovations in Korea

Myung Hwan YunIndustrial Engineering & Technology Management

Seoul National University, Seoul, South Korea(http://his.snu.ac.kr)

2004. 10. 22.

2

Outline - Emotion-Based Product Design

1. Definitions & Key Concepts

2. Processes & Procedures

3. Case Studies

4. Conclusions and Implications

3

Definition

Kansei (感性) : An integrated emotional response such as comfort, feeling ofluxuriousness, and openness resulted from the sensory response to the external stimuli

The Japanese term, ‘Kansei Engineering”, summarized as the analysis of human expression of feelings on a product (Nagamachi, 1995).

Kansei Engineering?

To understand user’s emotional needs as opposed to functional needs relevant to the design of a products that users really want and sometimes cannot describe clearly.

Techniques of Kansei Engineering

Functional analysis

Multivariate approach

Image Technology

4

Short History on Kansei Engineering

1980s, initiated in JapanBy Nagamach et. al., 1991

Statistical approach using multivariate analysis techniques

Applied to various industry such as clothing, shoes, automotive, electronics etc.

Known to western world since 1990s

Late 1990s, ergonomics and human factors applicationEstablished as an academic research agenda in Asia, Europe and US.

Sensibility Engineering, Behavioral Engineering, emotional design, affective design, affective engineering, hedonic quality of use etc…

ISO TC 159 , Ergonomics, starts to discuss these aspects in 2000s

Various research group in Europe , Asia, and US.

Universities and companies in Netherlands : T/Eindhoven, Delft, Philips et

Emotion-based, aesthetic engineering, sensibility engineering, pleasure of use, hedonics …...

South Korea, a 9-year research initiative from 1994-2003Promoted and initiated by government (originally from industry request)

Emphasized consumer products application

Sensory analysis, emotional response, usability, ergonomics are included.

Look-and-Feel quality, Feeling quality, Touch/feel quality of product design is mainly investigated.

5

The Multivariate approach to Kansei Engineering

Translation of emotional response to the product design element using

the multi-variate analysis such as MANOVA.

Emotional responseEmotional response

FeelingData BaseFeeling

Data Base

Kansei ModelKansei Model Design ElementDesign Element

Image TechnologyExpert SystemFuzzy LogicMLRNeural Network

Image TechnologyExpert SystemFuzzy LogicMLRNeural Network

DesignData BaseDesign

Data Base

Translation Process = Modeling

6

Emotion-Based Engineering - Approach

Motive Feeling Element Sense Physical Charc.Sensory

1st step

Feeling2nd step feeling

3rd step feeling

Want to ride

Want to buy

Want to have Vibration Feel

ControlFeeling of control

Feeling of

Interaction

Feeling of Vibration

Feeling of sound

Feeling of Speed

Ride

Drive

Feeling of Ride

roomness

Visibility

Interior Feel

Design Feel

Sound Feel

Noise Feel

Seat Feel

Control Feel

Drive Feel

Size

Interior

Design

Engine

Seat

SteeringBrake

Visibility

Color

Muscular Sensory

Sense

Auditory

Noise

Vision

Color

Sound Char.

Vibration Char.

Vibration

Sound

External Env’t

Lihgt

Object

Position

Speed

Seat Material

Body Material

Olfactory

Structure of Emotion : The core of the Process

7

Design for Emotion and Sensibility (1)

Finding the Structure of User Reaction and Structure of Emotional ResponseWithin the framework of Human factors in Product Design, User-centered Product Design

• Performance• Cost

We buy Image

Get Satisfaction

• Product Usability• Satisfaction, Pleasure• Image

Basic Needs Secondary Needs

Emotion, Usability, Customer Satisfaction

8

Design for Emotion and Sensibility , ISO Definition of Quality of Use (2)

The ISO 9241 Standard Defines Three Components of “Quality of Use"

Effectiveness(Does the product do what the users require?)

Efficiency

(Can the users learn the user interface quickly? )

(Can they carry out tasks with minimum expended effort including a minimum of errors?)

Satisfaction

(Do users express satisfaction with the product?)

(Does the new product reduce stress?)

9

Design for Emotion and Sensibility(3)

Subjective(Satisfaction, Preference)Performance

Satisfaction

Functional Layout

Innovative Interface

Effectiveness

Efficiency

Satisfaction

Pleasurable Interaction

Usability & Pleasure of Use

10

Touch/Feel Look/Feel Quality =

Feeling of Satisfaction

First contact:User-Product Interaction

Formation of Product Image

Site of Quality Feel and Customer Satisfaction

Competition to get Customer Attention

Design for Emotion and Sensibility(4) , Touch/Feel, Look & Feel Quality, Why it is important ?

JD. Powers, 2003

MB E-Class (2003)

11

Modeling Aapproach to Emotion-Based Design

= fUser Preference Design Features

“Statistical Model”, ‘Empirical Model

Design Features

User Preference

User Preference=ƒ(Design Features)

Multi-dimensional space of Preference

Products Image/Impression

Design Features

12

Translation Mapping from sense to Design variables

0 1 2 Phy. Char.automotivesensen

Feeling of Oneness(Interaction)

Feeling of Oneness(Interaction)

Tight Feel

Direct Feel

Ride Feel

One-ness

Interior Roominess

Interior Closeness

Driver’s Intention

Controllability

Fasr

Feeling

Feeling of Dash

Interaction with nature

Interaction with road

Openess —Visual

Vibration Feel — Auditory

Negative GSound feel

Spped

Sense Body

sense

RoominessOpenness

VisualMus.Motion

Lever Control Feel

Steering Control Feel

Motion

Body SizeSeat Design

InteriorSize

LengthWidth

Seat HeightSeat DesignSeat Material

Outtake sound

Engine

Lever LengthLever angle

Steering Yaw

Lever DesignMeter Cluster

Exterior Exterior

Frequency

Valve Char.

Cutaneous

Structure of Emotion : The core of the Process

13

The story of Kansei Engineering on Mazda Miata,(Nagamach, 2002)

Kansei Engineering processes video taping & taking pictures of drivers.

Based on video recording and pictures, extracted drivers' behaviors, describing each behavior on a keyword, and then grouping the cards in a tree structure.(KJ Method)

one card said "my own way of controlling" - a feeling expressed by drivers. This Kansei was examined in an ergonomic experimentsubjects were asked to evaluate which length of a shift lever best fit this Kansei feeling. Using a 10-point scale, subjects concluded 9.5 cm as the best fit for "my own way of controlling."

For the feeling of "runs fast," the engine response time was the most important factor that embodied this Kansei. the timing of combustion following the push of the accelerator must be as short as possible. This led to a redesign of the engine.

The Kansei process -> drivers' love for a particular sound of engine thrust. For this requirement, project team made a computer simulation of the engine sound and conducted an evaluation of "thrust sound".They found that the low frequency sound with odd cycle combustion noise had a very close relationship with this Kansei. an exhaust pipe fitting that produced this engine characteristic.

14

Perceived Quality in A Car (Nagamachi, 1995)

Direct FeelDirect Feel

OnenessOneness Ride FeelRide Feel

Tight FeelTight Feel

EUNOS ROADSTER (Mazda Miata)

(Oneness in Interaction)

Intention of Driver

Yaw CharacteristicsSteering Yaw

Front engineRear drive

Control Feel

Low average Vibration 87.5 percentileSuitable width(<195cm)

Simple interior

Carpet(6mm textile)

Interaction with NatureDamping

Outtake Noise

Body Harmnoy

Open Body

Feeling of Speed

Road Situation

15

A typical Procedure for Emotion-Based Product Engineering

Based on Yun et. al., 2003

16

Incorporating Incorporating UUser Satisfaction ser Satisfaction into the lookinto the look--andand--feel of wireless phonesfeel of wireless phones

Myung Hwan Yun, Sung H. Han, Kwang-Jae Kim, Sang W. Hong, Jong Seo KimDivision of Mechanical and Industrial Engineering,

Pohang University of Science and Technology, Pohang, South Korea

Jiyoung KwahkGrado Department of Industrial and Systems Engineering,

Virginia Polytechnic Institute and State University, Blacksburg, USA.

Yun et. al., 2004, Ergonomics

Ergonomics. 2003 Oct 20-Nov 15;46(13-14):1423-40.

Incorporating user satisfaction into the look-and-feel of mobile phone design.

Yun MH, Han S, Hong S, Kim J.

Department of Industrial Engineering, Seoul National University,San 56-1, Silim Dong, Kwanak Gu, Seoul 151-742, South Korea. mhy@snu.ac.kr

The look-and-feel of the mobile phone was investigated using a consumer survey. Seventy-eight participants evaluated the design of 50 different mobile telephones on the perceived scale of image/impression characteristics, including: luxuriousness, simplicity, attractiveness, colourfulness, texture, delicacy, harmoniousness, salience, rigidity, and overall satisfaction. Stepwise multiple linear regression analysis were used to evaluate results. The results showed that the image and impression characteristics of the products were closely related to the human-product interface specifications as well as overall shape of theproduct. Design variables such as texture, use of surface curvature, surface treatment, operating sound, and control response ratio were perceived as important by customers. This study also suggested a series of statistical processes for selecting and screening the critical design variables closely related to the customer's impression of a product. The product evaluation and analysis methods could be generalized to other consumer products.

17

Procedures (1)

2. Determine target population2. Determine target population

3. Classify dimensions of user satisfaction3. Classify dimensions of user satisfaction

1. Define design property of product family1. Define design property of product family

5. Conduct human factors experiments5. Conduct human factors experiments

6. Develop models6. Develop models

4. Identify product design elements 4. Identify product design elements

18

Define design property of product familyDefine design property of product family

19

Example of Product Family

Mobile PhoneMobile PhoneOffice ChairOffice ChairA/V ElectronicsA/V Electronics

20

Determine Target PopulationDetermine Target Population

21

Procedure for Defining User Satisfaction

Representative expressionsRepresentative expressions

Integration, elimination, screeningIntegration, elimination, screening

Expressions related to user satisfactionExpressions related to user satisfaction

Extract user satisfaction dimensionsExtract user satisfaction dimensions

• Design concept list• Association technique• Dictionary, marketing

brochure• 1700 vocabularies

• Brainstorming• Affinity diagram

• Brainstorming• Affinity diagram• Dimensions of emotion

• Collection of expressions

Classify user satisfaction dimensionsClassify user satisfaction dimensions • Categorization• Key Dimensions

22

Classification of User Satisfaction

Basic SensePrimitive image and impression stemming from the product

Description of ImageImage and impression description after using the product

Evaluative FeelingAttitude or judgmental feeling about the product

Basic SenseBasic Sense DescriptionDescriptionof Imageof Image

EvaluativeEvaluativeFeelingFeeling

Product

23

User Satisfaction Dimensions

ShapeColor

BrightnessTranslucency

TextureBalance

HeavinessVolume

Basic SenseBasic Sense

Metaphoric imageElegance

ElaboratenessHarmoniousnessLuxuriousnessMagnificence

NeatnessRigiditySalience

Dynamicity

Description of Description of ImageImage

PreferenceSatisfactionAcceptability

AttractivenessComfort

ConvenienceReliability

Evaluative Evaluative FeelingFeeling

24

Luxuriousness

Simplicity

Attractiveness

Colorfulness

Texture

Granularity(Detail)

Harmoniousness

Salience

Ruggedness

Overall Satisfaction

‘Image and Impression’ Dimension

!‘image/impression

Dimension

25

Identify product design elementsIdentify product design elements

26

Product Design Elements

DeckDeckDeck

TrayTrayTray

Display Panel

Display Display PanelPanel

Status IndicatorStatus Status

IndicatorIndicator

Jog DialJog DialJog Dial

AV I/O Port

AV I/O AV I/O PortPort

ButtonButtonButton

27

Components of Mobile Phones

Antenna

DisplayStatus

Indicator

Button

Body

Speaker

Text

Icon Animation

Software componentHardware component

28

Example of Design Elements : Mobile Phone

Hardware •Size of mainly used button•Color of mainly used button

Software

Button (12)

Other Control (1)

Display Panel (7)

Status Indicator (1)

Antenna (1)

Speaker (1)

Text (4)

Icon (1)

Animation (2)

Sound (4)

Menu (2)

Whole System (20)

•Type of unique control

•Display area•Number of colors used for display

•Status indicator color

•Emphasis on speaker design

•Antenna mechanism

•Body weight •Components layout

•Font size of menu items•Text input mechanism

•Elaborateness of icon & animated items

•Smoothness of animated items•Existence of animated items

•Softness of bell sound•User-defined bell

•Representation scheme of menu•Clearness of selected menu items

Total: 56 elementsTotal: 56 elements

29

List of Design Variables

CODE HIE CODE HIE CODE HIE M_1 # of differently shaped buttons C_20 Existence of secondary display C_39 Roundness of frontal body C_2 Shape of mainly used button C_21 Color of status indicator C_40 transparent decoration C_3 Shape of most salient button R_22 Emphasis on speaker design M_41 Decorated area M_4 Size of mainly used button C_23 Mechanism of antenna C_42 Open mechanism C_5 Color of mainly used button C_24 Frontal shape of body C_43 Layout of components R_6 Variety of button size R_25 Roundness of body M_44 # of fonts in display R_7 Softness of button M_26 ratio of body width to height M_45 Font size of menu items C_8 Material of mainly used button M_27 Horizontal length of body C_46 Text input mechanism C_9 Backlight mechanism of button M_28 Vertical length of body M_47 # of colors used in label

M_10 # of exposed frontal buttons M_29 Thickness of body R_48 Detail of icon & animated itemC_11 Existence of exposed side control M_30 Weight of body R_49 Smoothness of animated itemC_12 Menu navigation buttons R_31 Glossiness of body C_50 Existence of animated itemC_13 Type of unique control C_32 Material of body C_51 User-defined bell M_14 Ratio of display width to height C_33 Color of body M_52 # of default bells M_15 Area of display R_34 Brightness of body color M_53 Steps to adjust volume of bellC_16 # of colors in display M_35 # of colors used in body R_54 Softness of bell sound C_17 Input mechanism of display R_36 Salience of accessory C_55 Representation scheme of menuC_18 Luminous mechanism of display C_37 Existence of colorful area R_56 Clearness of menu item C_19 Luminous color of display C_38 Existence of pattern design

30

Product Evaluation - Image/impression measurement

ImageImage

fitnessfitness performanceperformance

Usability

0.000

0.100

0.200

0.300

0.400

0.500

0.600

0.700

0.800

0.900

1.000

0.000 0.100 0.200 0.300 0.400 0.500 0.600

Pro

b(N

G)

Usability=f(human interface)Usability=f(human interface)

Physical logical

Human Interface

Functional

product Design

RelationshipRelationship

Model

!

31

Conduct a Human Factors Conduct a Human Factors ExperimentExperiment

32

HF Experiment

Product evaluationWith Users (User satisfaction data)

Product measurementWithout Users (Product design data)

33

Modeling

Regression approach

Fuzzy approach

Neural network approach

34

Modeling

Image/impression Modeling

Score Prediction Multiple Linear Regression

Diagnosis of the result

0.000

0.100

0.200

0.300

0.400

0.500

0.600

0.700

0.800

0.900

1.000

0.000 0.100 0.200 0.300 0.400 0.500 0.600

Pro

b(N

G)

Button

Display

Body

Shape / Color

Size / Arrange

Color / Line

Luxuriousness

Overall Satisfaction

Attractiveness

Simplicity

Etc.

…

Luxuriousness

Overall Satisfaction

Attractiveness

Simplicity

Etc.

…

Image/impressionImage/impressionModel

Satisfaction=f(Design Variables)Satisfaction=f(Design Variables)

35

ModellingProcedure(1)

Defined as the Reduced

Subset Model (RSM)

Combination of Variable

Screening and General

Linear Model

Various checking

procedure to test the

variables and model

fitness

H IE U sa b il i tyD im e n sion

D a taR e d u c t io n

P o ssib le to bu i ld2 nd o rd e r m od e l?

U seS te p w ise P ro c e d u re

U seB a c k w a rd E lim in a t ion

N o Y es

S u b se t M od e l

S e le c t sign ific a n tm od e l i te m s

M u lt ic o ll ine a ri ty? E lim ina teM u lt ic o ll ine a ri ty

Y es

N o

E lim ina tem od e l i te m

In i t ia l -S ub se tM o d e l

R e v ise d -S u b se tM o d e l

B e st S u b se tM o d e l

S a t isfy E l im in a t ion C ri te ria ?

N o

Y es

S a t isfy re sid ua l no r m a li ty?

Y es

S ta nd a rd iz e d b e st m od e l

S e le c t B e st S ub se t M od e l

S ta nd a rd iz eth e b e st m od e l

In pu t

M u lt ip leL in e a r

R e g re ssio n

R e su l ts

In c lu d e n e w m o d e l i te m

N o

36

Modeling Procedure

Data Pre-processingEvaluation Result

• Average and Standard Deviation– Average Model – average rating score prediction

– STD model – predicts deviation

Measurement Data• Continuous (Measurement type, Rating type)

– Normalization

• Category type– Indicator variable

» -1, 0, 1 coding

Average Model

STD Model

제품설계변수

UD

0

100

37

Example Model (1) : A/V electronics, 20~30s

Attractiveness =

53.97 + 0.77 Body roundness Body roundness + 0.12 Status indicator identificationStatus indicator identification

+ 0.30 Component layoutComponent layout22 – 0.38 Body sizeBody size22 + 0.13 Loading Loading

speed*Glossiness of Surface speed*Glossiness of Surface + 0.14 Body material*Glossiness of SurfaceBody material*Glossiness of Surface

(R2=0.87 with 7 variables)

More Attractive A/V Electronics …

curvy body

small body size

glossy surface

easy status indicator identifiability

38

Example Model (2) : Office Chairs, Female, 20~30s

Elegance =

52.66+ 0.41 Width of seat panWidth of seat pan – 1.06 Number of colors used Number of colors used

– 1.79 Size of chairSize of chair – 3.88 headrest headrest + 1.60 Color of backrestColor of backrest

(R2=0.80 with 5 variables)

More Elegant Chair …

wide seat pan

integrated headrest

small number of colors

39

Example Model (3): Mobile Phones, Male, 30s

(R2=0.92 with 12 variables)

Luxuriousness =

65.1 + 0.32 Softness of bell sound Softness of bell sound + 0.18 Body color_White Body color_White

+ 0.17 Antenna mechanism_Auto Antenna mechanism_Auto + 0.17 Button color_Brown Button color_Brown

+ 0.16 Backlight mechanism of button_B&T Backlight mechanism of button_B&T + 0.14 Body widthBody width2 2

+ 0.14 Display color_Green&Blue Display color_Green&Blue + 0.08 Button color_Light Gray Button color_Light Gray

– 0.08 Speaker design*Decorated area Speaker design*Decorated area – 0.14 Body shape Body shape

– 0.18 Shape of salient button_Convex Shape of salient button_Convex – 0.76 Body lengthBody length

More Luxurious PhoneLuxurious Phone …

short and wide body

high quality bell sound

white body

light gray button

green&blue colored display light

40

Product Gradation (overall satisfaction)

Bar type

big

Balck/color tone

Low

(avg. 44.4~47.9)

Rounded body line

Chracter design

Thin

Medium

(avg. 61.4~68.3)

Pearl silver/white

Simple frontMetallic decoration

High

(avg. 81.5~86.9)

41

‘Luxuriousness’- Female teens

PerformanceR2 : 0.8825

Adj. R2 : 0.8596

# Var : 8

PRESS : 2435.88

Max VIF : 1.60

Design Variable p value STD REG CoeffBody color brightness 0.0001 0.391Variety of controls 2 0.0006 0.252Antenna Type_Auto 0.0030 0.189Variety of controls 0.0066 0.180Softness of bell tone 0.0081 0.166Softness of bell tone*Variety of controls 0.0263 -0.153Variety of controls*body thickness 0.0001 -0.284Vertical Length 0.0001 -0.707INTERCEPT 55.4

42

‘Luxuriousness’- thirties, male

PerformanceR2 : 0.9171

Adj. R2 : 0.8902

# VAR : 12

PRESS : 918.50

Max VIF : 1.59

Design Variables p value STD REG CoeffSoftness of Bell tone 0.0001 0.318Body Color_white 0.0019 0.175Antenna Type_Auto 0.0071 0.171Main Control Color_Grey 0.0016 0.167Backlighting Type_Text&Control 0.0041 0.163Body Width 2 0.0084 0.138Display Color_Gree&Blue 0.0184 0.137Main Control Color_Silver&Grey 0.1412 0.081Speaker Design*Attachment Area 0.1048 -0.082Body Shape Front_Half Circle 0.0110 -0.144Prominent Control_Complex 0.0011 -0.178Body Legth 0.0001 -0.764INTERCEPT 65.1

43

Model Application

Can be Used as Market Segmentation Data

Softness bell tone

Antenna Type

Body Length

Body brightness

Control variety

Body thickness

Body color

Main Control Color

control Backlight type

Body width

Display Color

Speaker Design

Attachment

Front Shape

Prominent Control

Teens FemaleThirties Male

Design Variable Frequencybody len 7

body brightness 6

Main Col 5

Variety of Control 5

Bell tone Softness 5Main Control Shape 5

Display Color 4

Critical Variable Selection

44

Advanced Modeling – Fuzzy Modeling Procedure

Input VariableSelection

Model TypeDetermination

ParameterSpecification

Validation

Best Subset Model

•Expert Opinion (Continuous Variables)

•Stepwise Selection

•Best Subset Procedure

•Mamdani Model

•TSK Model

•SAM Model

•Grid Partition

•Fuzzy c-means Algorithm & K Nearest Neighborhood

•Subtractive Clustering & Linear Least Square Estimation

•Genetic Algorithm

•10-fold Cross Validation(45 data for model building and 5 for checking)

•Least Sum of MSE (Training MSE + Checking MSE)

45

Fuzzy ModelResulted Rule Base

Attractiveness of Females in 40-50s전항 [radius ce nter]

규칙x6 x20 x35

후항 [ b1 b2 b3 b0]

Rule 1[0.2646

0.087]

[1.324

1.373]

[1.021

0.467][ - 4.087 - 4.918 - 0.1528 70.6]

Rule 2[0.2646

- 0.231]

[1.324

- 1.753]

[1.021

- 0.284][ - 14.38 - 1.447 1.111 59.53]

Rule 3[0.2646

0.041]

[1.324

- 0.878]

[1.021

1.892][ - 37.02 3.121 12.17 52.82]

Rule 1

Rule 2

Rule 3

X6 = 0.202 X20 = 0.0725 X35 = 0.029 y = 63.8

Final output

Rule 1

Rule 2

Rule 3

X6 = 0.202 X20 = 0.0725 X35 = 0.029 y = 63.8

Final output

46

Fuzzy Model Interpreting the Rules

Attractiveness (Females in 40-50s)Transformation to the Real Product Data

3 Product Classes

IF Backrest Width/Length Ratio is (1.091, 0.773, 1.045),

and Backrest Brightness is (5.003, 1.877, 2.752),

and Roundness of the Overall Shape is (4.377, 3.626, 5.802),

THEN Luxuriousness is (63.0, 64.8, 71.4 )

47

Multivariate Approach

- Nagamachi and colleagues -

48

Strategic Process

① Target Population

② Structure of Emotion

③ Structure for Target Population

⑤ Product Conceptualization

⑥ Product Specification

⑦ Finalized Specification

④ Translation Process

Overall Summaqry

49

Strategic Process

① Target Population- Middle Aged, 60s sports car

- Old times, Classic

② Structure of Emotinal Response- FGI(Forcast Group Interview)

③ Structure of Emotinal Response- Feeling of Onenesss with the car

⑤ Product Conceptualization- Oneness: Tight Feel, Drive Feel, Ride Feel

⑥ Product Specification- Fish Bone Diagram

⑦ Final Specification- Wind Noise (Optimized)- Ride Feel, Interior

④ Translation Process- Optimized Wind noise and Ride Feel

Mazda Roadster

50

Perceived Quality in A Car (Nagamachi, 1995)

Direct FeelDirect Feel

OnenessOneness Ride FeelRide Feel

Tight FeelTight Feel

EUNOS ROADSTER (Mazda Miata)

(Oneness in Interaction)

Intention of Driver

Yaw CharacteristicsSteering Yaw

Front engineRear drive

Control Feel

Low average Vibration 87.5 percentileSuitable width(<195cm)

Simple interior

Carpet(6mm textile)

Interaction with NatureDamping

Outtake Noise

Body Harmnoy

Open Body

Feeling of Speed

Road Situation

51

Perceived Quality in an airplane cabin (Boeing, 2003)

52

Image Technology

53

Study of SpeedometerDesign elements

Design elements

Scale, Lettering, Types of indicators,Starting point of the indicator

54

Study of Speedometer Factor Analysis

Positioning adjectives on the two factor axes in terms of their factor loading

Multiple regression analysisAnalyzing the relationships between the subjective evaluation score and meter cluster design element

55

Study of Steering wheelFactor Analysis

Correlation level between the rating results and the item category

classification

56

Other Studies

57

Automobile Interior (Yun et. al. 2000)-1

30 subject

15 designers trim department

15 ergonomists

interior-covering material of 30

different automobiles (24 compact

and 6 SUVs).

4 different interior parts were

evaluated within a car :

crash pad (plastic surface),

steering wheel (plastic surface),

wood grain

and metal grain.

used a 1-100 point magnitude

estimation scale

Crash pad

Audio panel

Metal/Wood grain

T.g.s Knob

Steering wheel

58

Automobile Interior (Yun et. al. 2000)-2

Measurement of Design Variable

Design Variable Selection• Categorical

• Continuous Scale

측정방법

• Subjective Measurement

• Direct Measurement

• 4 different measurer

• Customer Opinion (review)

• Expert Opinion

• Literature Survey

• Customer Opinion (review)

• Expert Opinion

• Literature Survey

Final Candidate Variable

Final Candidate Variable

Initial Candidate Variable

Initial Candidate Variable

59

Automobile Interior (Yun et. al. 2000)-3

Variables related to the touch/feel quality are classified as a preference scale

Analyzing the results of the touch/feel quality can provide more detailed guidance on material selection and design.

softsoft > hardSoftness12

tendertender > roughRoughnessx11

unclearunclear > very clearClearness of embos’ngx10

irregularirregular > regularArrg’ment of embos’ngx9

less than 1mmless than 1mm >over 1mmMarginal size of embossingx8

over 7mmover 7mm > 1 ~ 5mm > 5 ~ 7mm

Size ofembossingx7

pinhole,circular concave

pinhole, circular concave > leathery, stony > circular convex, miscellaneous

Shape ofembossingx6

dulldull > shinyShininessx5

very bright,very dark

very bright, very dark >neutral brightnessBrightnessx3

orangeorange > blue, yellow > achromatic, deep blue,indigoColorx2

PU(polyurethane)PU(polyurethane) > plasticType of

materialx1

Possible ImprovementsPreference from Duncan GroupingDesign

VariableCode

60

Can be designed as a Checklist, Things to check in interior touch/feel

Color, Luminosity, Shininess, Pattern Size, Space, Arrangement, Pattern Luminosity, Surface Roughness

Leather

Luminosity, Density, SmoothnessWood Grain

Color, Luminosity, Pattern Type, Pattern Size, Spacing, Surface Roughness

Plastic

Pertinence of Metal Grain, Pertinence of Use, ShineMetal Grain

Material Coordination, Color ConsistencyHeater Control

Luxuriousness, Matching , ColorPillar Covering

Luxuriousness, ConsistencyHead Lining

Material type, ArrangementDoor Trim

Material Type, Surface Roughness, Embossing SizeTGS Lever

Tactile Impression, Manufacturing QualityCrash Pad

Shininess,Color,Embossing, LuxuriousnessSteering Wheel

Design VariablesDesignObjects

Shape Coordination, CF/CP Coordination, Mechanical Connectivity, Crack, Strain, Arrangement

Parts Assembly

Burr, Parting Line, Sharp Edge, Gap, Steering Column Connection

Junction Parts

Shape Coordination, Trim/Door Connectivity, Grip/Door Connectivity

Door Trim and Other Parts

Front/Side/Back Material Consistency, CF Material Consistency, CF Parts Material Consistency

Material Coordination

Wood Grain/Metal Grain Match, Material Consistency

Color Coordination

Color Agreement, Material Arrangement, Form Standardization, Parts Connection

Door Trim, Cabin Room,

Overall Balance, Stability, Symmetry, Simplicity

Crash Pad Balance

Overall Coordination, CP & CF Connection, Form Consistency, Fitting line Treatment, Parts Arrangement

Overall Interior Coordination

Part CoordinationPart CoordinationMaterial QualityMaterial Quality

61

Characterizing the astringency of red wine?

1. Definition of Astringency

2. Emotional Structures

3. Compare Various Wines

4. Worldclass Taste ?

1. Definition of Astringency

2. Emotional Structures

3. Compare Various Wines

4. Worldclass Taste ?

62

Touch Feel Quality of Seat Material

Two dimensions of Touch/Feel

Flat------Velvet (Smoothness)

Structure---Loose (Structura integrity )

63

Predicting automobile seat comfort

64

1. “ Identification of the Perceived Quality Elements”

Perceived Quality Element Identification, need to be developed and educated

Checklists, Analysis Tools, Procedures and Formats

Training and Education (Modeling, Data Building)

2. Problem-Solving Capabilities

DBs related to customer emotion and sensibility (with Market Segmentation and

Charateristics)

Key Technological Roadmap (based on Functions and Emotional Development

Guides for Product Definition (based market segmentation)

within the framework of DFSS

3. Creative Functions and Customer Delight. High Touch)

4. Integration to Emotion-Based Marketing

-Product Definition and marketing (integration through customer expectations)

-Streamlining of Product Image and Market Based Colaborative Product Roadmap

Design for Emotion & Sensibility – Practical Considerations

65

Product Definition and Product Planning (Ahn et. al. 2000) –inherent Problems

66

What the user really wantedWhat the user really wanted

67

Kano Model of Excitement Quality

68

The Glamour of the Mobile Office

Vs.

69

Office in your pocket?

Vs.

70

The ”freedom” of working from home…

Vs.

71

Getting Started

Expending Horizons

Outside-in Power

New Business Model

Focus on Core Activity

Focus on Product Design

Focus on Customer Impact

Focus on Customer Impact

“ 6σ, The Way We Work and Lead”

… GE’s DNA

‘95 ‘97 ‘98‘96 ‘99 ‘00 ‘00+

Productivity & Asset Utilization

World Class DFSS

Capabilities Revenue Growth

Customer CentricCustomer Centric

The Changing Focus of Six Sigma at GE, DFSS to Customer-Centric

SRI, “Six Sigma in R&D” Workshop(2002)

☞ Turning Point

72

Customer-centered Platform Development

Market-Based Approach

Market Segmentation

Down Streaming

73

Technology

RoadmapTechnology

TreeQFD

TRIZ

Quality MonitoringDOE

Customer Feedback

IdeaGeneration

GoalSetting

ProductMarket

Long Term Plan

Objectives CustomerR & D

Value Curve

Links to Product Strategy & Other Operation

Analysis of Market Potential

Technology should talk with future customerTechnology should talk with future customer–– Collaborative Roadmap Process & ToolsCollaborative Roadmap Process & Tools

Source: SAIT

Design for

Emotion and Sensibility

Design for

Emotion and Sensibility

74

Emotion-Based Product Design, It is a Human Interface Issue

CurrentCurrent

FutureFuture

VOC Touch/Feel Quality New Function User Interface VOC Touch/Feel Quality New Function User Interface

Managed as Lists Individual Effort Based on Single Idea

Market - Reactive

Concept of weight,importance

StandardizationCustomer Affection

SystematicApproach

Mass Customization

Human Interface is becoming more complex and more specialized

IT integration, Digital Convergence will accelerate the trend

Strategic Use of Open Space and User Interface Core competitiveness Advantage in

Interface Product

75

Fitting the Job to Man

VS.

인간공학적 설계 원칙

Fitting Man to the Job

76

Ergonomic Approach?

Fitting the Job to ManVS.

Fitting Man to the Job

77

Hyundai Success in US market – A Product Design Standpoint

5 Y 60,000 Mile : Bumper-to-Bumper Coverage (Radio 3/36, Paint 3/36, Battery

3/un, air con. 1/12, wear items 1/12)

10 Y 100,000 Mile : Powertrain Protection (Second owners 5/60)

5 Y Unlimited Mile : 24 hour roadside assistance

5 Y 100,000 Mile : Anti-Perforation Warranty

7 Y 70,000 Mile : California emission control systems warranty

8 Y 80,000 Mile : Federal Emission..

Warranty

Source: Hyundai Motors

78

Brand ImageBrand Image

1998 Y 2005 Y 2010

Low

middle

High

warranty LocalizationCustomized Marketing Brand Shift

Brand Image

79

2004 ANNUAL , JD POWER IQS

Hyundai soars in customer satisfaction, Los Angeles Times, 05-01-2004

South Korean automaker Hyundai Motor Corp. roared past European and American rivals to finish in a stunning second place in J.D. Power and Associates' survey of 2004 model year vehicles.Toyota Motor Corp. topped the market research firm's ratings for the sixth year in a row, largely on the strength of its Lexus luxury brand.But Hyundai climbed up eight rungs in the J.D. Power survey, tying with Honda Motor Co. for second place based on consumer complaints about all brands that a carmaker sells.The J.D. Power survey is based on responses from 51,000 buyers who purchased new cars and trucks in November and December 2003. They were asked about problems in the first 90 days of ownership and complaints ranged from squeaky dashboards to engine failures. Because the market research company's study rates all defects evenly, it tells more about production and showroom reparation quality than long-term durability, which Power covers in a separate survey.Overall, the new car study shows that the quality gap between American and import cars is closing and that most automakers are continuing to improve product quality. The industry average this year was 119 problems per 100 cars, down from 133 problems last year

80

IQS by JD Power (2004)

Craftsmanship

Important in initial quality

Improved greatly in 1-2

years

Major Reason

Awareness

• Research and Education

Started to Care

Should develop to

“customer-centric”

81

Major reason to pursue Designing your own X

1. Choice-based conjoint analysis of individual level utilities is a powerful tool for determining variability in consumer preferences.

2. Adding a "design your own ***" provide additional information about the feature choices that consumers make when price is the only constraint.

3. It can lead to increased customer retention.

82

The future of Product Strategy (short Term directions)

“What the customer wants ?”should be a collaborated effort among designers, marketing and sales

Definition, Planning and Design process should be changed to <Customer Centered> , In the long term, change to <Customer Involvement>.Short term CTQ(Critical to Quality) in Interface Design

SimplificationFunctional LayoutIntegrationPrioritizing the informationpersonalizing comfort featureIntuition and intelligence in detail“you decide exactly what information you want to have”. Design your own ### -> in 2-3 years

Ubiquitous computing & Digital convergence Need Identification will become more and more criticalPlatform horizontalization and inter-operabilityOpen Platform & Platform leadership need to be pursued simultaneously

“What the customer wants ?”should be a collaborated effort among designers, marketing and sales

Definition, Planning and Design process should be changed to <Customer Centered> , In the long term, change to <Customer Involvement>.Short term CTQ(Critical to Quality) in Interface Design

SimplificationFunctional LayoutIntegrationPrioritizing the informationpersonalizing comfort featureIntuition and intelligence in detail“you decide exactly what information you want to have”. Design your own ### -> in 2-3 years

Ubiquitous computing & Digital convergence Need Identification will become more and more criticalPlatform horizontalization and inter-operabilityOpen Platform & Platform leadership need to be pursued simultaneously

83

2002 Nobel Prize – DANIEL KAHNEMAN

Born: l934, Tel Aviv, Israel Citizenship: US, Israel

Academic Degrees:1954 The Hebrew University, Jerusalem, B.A. in Psychology and Mathematics 1961 University of California, Ph.D. in Psychology

Professional Positions Held:1993- Eugene Higgins Professor of Psychology, Princeton University 2000- Fellow, Center for Rationality, Hebrew University, Jerusalem 1991-1992 Visiting Scholar, Russell Sage Foundation 1986-1994 Professor of Psychology, University of California, Berkeley 1984-1986 Associate Fellow, Canadian Institute for Advanced Research 1978-1986 Professor of Psychology, The University of British Columbia 1977-1978 Fellow, Center for Advanced Studies in the Behavioral Sciences 1973-1978 Professor, The Hebrew University, Jerusalem, Israel 1970-1973 Associate Professor, The Hebrew University, Jerusalem, Israel 1968-1969 Visiting Scientist, Applied Psychological Research Unit,

Cambridge, England (summers) 1966-1967 Fellow, Center for Cognitive Studies; Lecturer in Psychology, Harvard University

1965-1966 Visiting Scientist, Department of Psychology, University of Michigan 1966-1970 Senior Lecturer in Psychology, The Hebrew University, Jerusalem, Israel 1961-1966 Lecturer in Psychology, The Hebrew University, Jerusalem, Israel

Human judgment and decision-making by cognitive psychologists,Kahneman’s main findings concern decision-making under uncertainty,How human decisions may systematically depart from those predicted by standard economic theory. Together with Amos Tversky (deceased in 1996), he has formulated prospect theory as an alternative, that better accounts for observed behavior.Kahneman has also discovered how human judgment may take heuristic shortcuts that systematically depart from basic principles of probability.