kansei cards: a visual tool supporting the investigation, discussion, and representation of the...

Kansei cards:A visuAl tool supporting investigAtion, discussion, And representAtion of kAnsei-relAted intentions of A product to be designed

Authors: Alexandre Gentner Arts&Métiers ParisTech, Ph.D. Carole Bouchard Arts&Métiers ParisTech, Professor Aurélien Badoil Toyota Motor Europe, Designer Carole Favart Toyota Motor Europe, General Manager

KEER2014 conference, LINKÖPING | JUNE 11-13 2014

Kansei cardsContext

Literature review Users’ experiences with prodUcts indUstrial design process exchange of kansei design information

research qUestion and hypothesis

experiments creation of the pictUre-based tool exp a: participatory design session with Users exp b: co-design within a design team

conclUsion and perspectives

ConClusionContributions EXPEriMEntsrEsEarCh quEstionContEXt

3

litEraturE rEviEw

IndustrIal Context

ENG. PRE-DEVELOPMENT

STYLING

ENG. DEVELOPMENT

Early PhasE of a vEhiClE dEvEloPMEnt ProCEss

Target user experienceCONCEPT STAGE

target design brief

confirm target

ConClusionContributions EXPEriMEntsrEsEarCh quEstionContEXt

4

usEr EXPEriEnCE and kansEi ProCEss• Occurs when a human interacts with his environ-ment Desmet & Hekkert 2007, Hassenzahl 2010, Ortíz Nicólas 2013

• Complementary to rational processes leading to understanding Lévy, Lee, & Yamanaka 2007

• Kansei process as a link between the different entities Lévy, Lee, & Yamanaka 2007, Ortíz Nicólas 2013

Kansei-Experience descriptive framework (adaped from the literature)

litEraturE rEviEw

Users’ experiences with prodUcts

• Meaning• Emotion

• Sensory attributes• Technical attributes...

• Action enabled• Type of interface...

• Temporal• Situational...

• Age, gender• Nationality• Values and personality• Mindset• Memory

PERSONALCHARACTERISTICS

PERCEIVED KANSEI QUALITIES

PRODUCT ATTRIBUTES

CONTEXT ATTRIBUTES

INTERACTION ATT.

KANSEI PROCESS

user enVIronMent

Context ReseaRCh question exPeRiMents ConClusion

NCD NPD

CommercialisationProduct use

5

nCd and nPd stagEs• NCD: creation of intellectual property Koen et al. 2002

• NPD: design of consumable artifacts Ulrich & Eppinger 2000

• Innovation process: uptake of intellectual property into new product develpment (NPD) Van de Ven 1986, Gero 2010

indUstrial design process

litEraturE rEviEw

Link and differences between NCD and NPD (Gero 2010, Koen et al. 2002,Kim & Wilemon 2002, Sandemeier et al. 2004)

Fuzzy and unpredictable Organised and structured

Innovation process


NCD NPD

CommercialisationProduct use

Link and differences between NCD and NPD (Gero 2010, Koen et al. 2002,Kim & Wilemon 2002, Sandemeier et al. 2004)

Fuzzy and unpredictable Organised and structured

Innovation process

5

nCd and nPd stagEs• NCD: creation of intellectual property Koen et al. 2002

• NPD: design of consumable artifacts Ulrich & Eppinger 2000

• Innovation process: uptake of intellectual property into new product develpment (NPD) Van de Ven 1986, Gero 2010

dEsign tEaM Gibson 2004, Graff et al. 2011

• Culture = Gender, function, nationality...

• Able to provide a competitive advantage• Some challenges to overcome

indUstrial design process

litEraturE rEviEw

Multicultural teams: strengths and weaknesses (Gibson 2004, Graff et al. 2011)

Multi-cultural teams

Strengths (+)

- More innovative- Higher adapability

Weaknesses (-)

- Decreased communication- Increased conflict

- Lower performance

Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)

User

Concrete

Enviroment(Product & static context)

Abstract

- Value- Personality

- Semantic descriptor- Emotion

- Style

- Lifestyle- Past experience- Mental capability- Skill

- Interface characteristic- Action enabled- Temporal context

- Product characteristic- Sector/object- Physical context

- Culture (demographics)- Morphology- Physical capability

- Gesture- Feedback

- Visual att.- Tactile att.- Auditory att.- Olfactory att.- Other sensory att.

PC KQPRODUCT

CONTEXTINTERACT

user enVIronMent

Context ReseaRCh question exPeRiMents ConClusionlitEraturE rEviEw

6

kansEi dEsign inforMation Bouchard et al 2009, Kim et al. 2009, Gentner 2014

• Model representing categories of design information exchanged in early design activities• Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)

exchange of kansei design information

User experience components

New B - Inspirational User experience board L

Emotion

- Calm

- Proud

- Relaxed

Semantic

- Chic, elegant

- Comfortable

Aesthetic

- Pleasant to interact with

Function

- Relax

- Enhance physical

comfort

- Automatic watch

- Rug, sofa

- High-end

accessories

- High-end utility

products

Terminal values

- A prosperous life

- A sense of

accomplishment

Behavioral values

- Ambitious

- Broad-minded

- Clean

- Self-respect

Personal values

TME-KD

USER PRODUCT, INTERACTION and CONTEXT

Experience context: Attention to details

Key attributes Examples

Inspirational user experiences

Inspirational movements and behaviors

Inspirational music

Blue in green

Emotion: Calm, Proud, RelaxedSemantic: Chic, Elegant, ComfortableUser values: Ambitious, Broad-minded, Self-respect


6

kansEi dEsign inforMation Bouchard et al 2009, Kim et al. 2009, Gentner 2014

• Model representing categories of design information exchanged in early design activities• Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)

PiCturE-basEd rEPrEsEntation of dEsign intEntions• Different types of representation: - Visual theme boards Baxter 1995, Eckert & Stacey 2000

- Mood boards Baxter 1995, Eckert & Stacey 2000

• Differences in term of design information communicated

• Other types of representation such as text-based, multi sensory, narrative, interactive also exist Gentner 2014

Characteristics of two types of early representation

litEraturE rEviEw

exchange of kansei design information

title Visual theme boards Mood boards

example

design information conveyed

Concrete

User Environ-ment

Abstract

Concrete

User Environ-ment

Abstract

Context Literature review exPeriMentS ConCLuSion

7

rEsEarCh quEstion

“How can the definition and representation of user experience intentions be improved?”

hyPothEsis

The exchange of kansei-related design information can be improved by visual tools.

research qUestion & hypothesis

rEsEarCh quEstion

Context of this research

NCD NPD

identify, define, and represent ux IntentIons

Project context UX intentions/Concept directions

Context Literature review researCh question ConCLusion

8

overview of the experiments

EXPEriMEnts

CrEation of thE PiCturE-basEd tool • Presentation of the kansei cards

EXP a - PartiCiPaory dEsign sEssion with usErs• Commmunication between the design team and end users

EXP b - Co-dEsign tool within a dEsign tEaM• Communication within a design team

Context of this research

NCD NPD

pictUre-Based tool

Project context UX intentions/Concept directions


9

kansEi Cards• 12 families of pictures and 3 families of keywords

EXPEriMEnts

creation of the pictUre-Based tool

Animals(47 items)

Sports(37 items)

Localised gestures (35 items)

Natural landscapes(30 items)

Simple shapes (59 items)

Semantic descriptors (35 items)


kansei card family

design information conveyed

9

kansEi Cards• 12 families of pictures and 3 families of keywords• Each family focuses on particular categories of design information

EXPEriMEnts

tool Created

design information

Animals(47 items)

Sports(37 items)

Localised gestures (35 items)

Natural landscapes(30 items)

Simple shapes (59 items)

Semantic descriptors (35 items)

Concrete

User Environ-ment

Abstract

Concrete

User Environ-ment

Abstract


10

exp a:participatory design sessions with Users

EXPEriMEnts

aiM• Involve end-users in discussion about user experience intention • Experience of future hybrid cars for European

ProtoCol• Individual sessions with hybrid car drivers (1h)

Repeat for the 6 card families

1/ Report demographics

2/ Selection of samples

3/ Creation of arrangements

4/ Associate kansei qualities


11


EXPEriMEnts

analysis• 33 European participants• Each arrangement described with selected cards and associated keywords

Schematic representation of the data collected

Card selection questionnaire open discussion

Animalx Shapey ... Kword1 ... Kword6 Cluster1 ... Clustern

Arrangmt 1a 1 1 1 2 1 0 1

Arrangmt 1b 1 0 3 1

... 1 1 2 3 2 1 1

Arrangmt33c 1 3 4 1 1


11


EXPEriMEnts

7 directions identified

RefinementContrastPremiumGeometrial

Hue: Complex composi-tion, sophisticated colorsContrast of hue: middleL-D contrast: middle

EnergyDualityPower/ DynamismJoy

Hue: Bright, saturated, and vivid colorsContrast of hue: highL-D contrast: middle

Different & unexpectedForward lookingDynamicBold

Hue: Bright, saturated, and vivid colorsContrast of hue: highL-D contrast: low

Techno. & innovativeIntelligentLight (weight)Leading edge

Hue: White, grey, black, and other dark colorsContrast of hue: lowL-D contrast: high

Smooth & fluidMinimalismSilenceElegant

Hue: Mainly blue, also grey and light colorsContrast of hue: lowL-D contrast: high

Organic & naturalEco-friendlyFreedomWarm

Hue: Mainly green, yel-low, beige, and brownContrast of hue: middleL-D contrast: middle

Serene & peace of mindHarmonyPureRelaxing

Hue: light colors, often cold (blue, green, white)Contrast of hue: lowL-D contrast: low

4/serene & peace of mind

5/refinement 6/energy 7/different & unexpected

1/techno. & innovative

2/smooth & fluid

3/organic & natural

Kans

ei q

ualit

ies

Pict

ures

Col

ors

analysis• 33 European participants• Each arrangement described with selected cards and associated keywords• Hierarchical cluster analysis

rEsults• 7 clusters identified• Composed of keywords, pictures, and colors


12

EXPEriMEntsexp B:co-creation within a design team

1/ Discuss the project context (identify key

dimensions)

3/ Voting and/or clustering activities

2/ Co-mapping of the cards

aiM• Co-creation of early representations within a design team (engineer, styling designers...) • What is the impact of representation co-creation on generation design activities?

CrEation ProtoCol• Involving all project stakeholders (styling designers, engineers...)


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analysis• Four evenly distributed design teams (4 pers. each): - Function (Designer, Engineer) - Gender (M/F) - Nationality (European, Japanese)• 2x comparision “Test group” vs. “Control group”• Evaluation of the concept generated

Concept ideas rated 1 star (left) and 3 stars (right)



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analysis• Four evenly distributed design teams (4 pers. each): - Function (Designer, Engineer) - Gender (M/F) - Nationality (European, Japanese)• 2x comparision “Test group” vs. “Control group”• Evaluation of the concept generated

rEsults• Co-creation of kansei representations impacts: - concept quantity: +61% - high quality concepts (rated 2-3 stars): +52% • Only two measurements for each condition (not enough to be statisically significant)

Concept ideas created by test and control groups

Concept ideas rated 1 star (left) and 3 stars (right)


0

5

3

3

5

Control group

5

5

4

Control group

3

7

9

Test group

5

Test group

8

9

10

15

20

25

Am

ount

of i

deas

Rated 3 stars

Rated 2 stars

Rated 1 stars

Design challenge 1 Design challenge 2

picture-based representation

design information conveyed* uptake in projects

“Exploratory concept” projects:

1“Product lining strategy”

projects:1

“Pre-development direction” projects:

0

“Exploratory concept” projects:

1“Product lining strategy”

projects:2

“Pre-development direction” projects:

4

Context Literature review researCh question exPeriMents ConClusion

14Picture-based representations (*for the cases presented, depends on the cards used)

CharaCtEristiCs of thE rEPrEsEntations CrEatEd• Support the exchange of kansei-related design infor-mation• Rich in term of design information conveyed• Used in afterwards in many industry projects • Involving different creators: - Designers and end-users (EXP A) - Design team (EXP B)

• The exchange of kansei-related design information could be improved with the use of a visual tools (hypoth-esis discussion).

conclUsion of the two experiments

Concrete

User Environ-ment

Abstract

RefinementContrastPremiumGeometrial

Hue: Complex composi-tion, sophisticated colorsContrast of hue: middleL-D contrast: middle

EnergyDualityPower/ DynamismJoy

Hue: Bright, saturated, and vivid colorsContrast of hue: highL-D contrast: middle

Different & unexpectedForward lookingDynamicBold

Hue: Bright, saturated, and vivid colorsContrast of hue: highL-D contrast: low

Techno. & innovativeIntelligentLight (weight)Leading edge

Hue: White, grey, black, and other dark colorsContrast of hue: lowL-D contrast: high

Smooth & fluidMinimalismSilenceElegant

Hue: Mainly blue, also grey and light colorsContrast of hue: lowL-D contrast: high

Organic & naturalEco-friendlyFreedomWarm

Hue: Mainly green, yel-low, beige, and brownContrast of hue: middleL-D contrast: middle

Serene & peace of mindHarmonyPureRelaxing

Hue: light colors, often cold (blue, green, white)Contrast of hue: lowL-D contrast: low

4/serene & peace of mind

5/refinement 6/energy 7/different & unexpected

1/techno. & innovative

2/smooth & fluid

3/organic & natural

Concrete

User Environ-ment

Abstract

Context Literature review researCh question exPeriMents

15

ConClusion• Link kansei studies and the industrial design process• Uptake in the Toyota research and pre-development projects (kansei cards used in 9 different projects)• Lead to higher reciprocal understanding within the de-sign teams• Shared intention, different expertises


ConClusion

Kansei-related design information tackled by key actors of the design process

Level of focus:

Concrete

User Environ-ment

Abstract

Concrete

User Environ-ment

Abstract

Concrete

User Environ-ment

Abstract

STYLING DESIGNER

PRODUCT PLANNER

ENGINEER

Kansei cards used in projects

Context Literature review researCh question exPeriMents

15

PErsPECtivE• Other types of representation (e.g. narrative, interac-tive)

• Link between intentions and final products: - Use along the design process - Break-down in function-specific requirements

ConClusion• Link kansei studies and the industrial design process• Uptake in the Toyota research and pre-development projects (kansei cards used in 9 different projects)• Lead to higher reciprocal understanding within the de-sign teams• Shared intention, different expertises


ConClusion

Kansei-related design information tackled by key actors of the design process

Level of focus:

Concrete

User Environ-ment

Abstract

Concrete

User Environ-ment

Abstract

Concrete

User Environ-ment

Abstract

STYLING DESIGNER

PRODUCT PLANNER

ENGINEER

Kansei cards used in projects

thank yoU!!!

time for qUestions

Contact:[email protected] material available on slideshare.net

Kansei cards:A visuAl tool supporting investigAtion, discussion, And representAtion of kAnsei-relAted intentions of A product to be designed

Authors: Alexandre Gentner Arts&Métiers ParisTech, Ph.D. Carole Bouchard Arts&Métiers ParisTech, Professor Aurélien Badoil Toyota Motor Europe, Designer Carole Favart Toyota Motor Europe, General Manager

KEER2014 conference, LINKÖPING | JUNE 11-13 2014