kansei engineering in user-centred-design - mobina nouri, city university london
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Kansei Engineering in User-centered design
This talk introduces my research at AUT before joining the Centre. My research focuses on Emo=onal design and impact of products' formal proper=es on seman=c experien=al proper=es.
‘Attractive Things Work Better.’
“Aesthetically pleasing objects enable you to work better… Products and systems that make you feel good are easier to deal with and produce more harmonious results. When you wash and polish your car, doesn’t it seem to drive better?– Donald Norman
1.Visceral
2. Behavioral
3. Reflective
Visceral level means outward appearance. It relates to users feeling,
such as the experience sense of smell, sense of touch, sense of hearing
and visual sense. A nice looking design directly appeals to the users, and creates
a sense of happiness.
1963 Jaguar, classic beauty: sleek, elegant, exciting
- Dominates physical features - Has the same rules all over the world - Is about initial reactions r - Is all about immediate emotional impact
Behavioral level means that whether a design is a fantastic
functional product or not. Designing a product is not just helping users to know how to use it. Also, making them feel they can control the product, so the product can work the way they want.
Global knives
Reflective is about personal feeling and thinking, is
about notice others perspective, as well as is about our own imagination. A great reflective product can have a great appealing towards the users.
Hummer
-The message, culture, the meaning of the product or its use - Evoking personal remembrance - Self-image - All about long-term customer experience
Visceral sensory input How a user wants to feel? Behavioral use & usability What a user wants to do?
Reflec=ve meaning Who a user wants to be?
K A N S E I
感 性 工 学 Takete
Lumumba
Takete Lumumba
K A N S E I
感 性 工 学
Power of Emo=on
Kansei Engineering System (KES) Emotional Engineering
Affective Engineering
Kansei is “the consumer’s psychological feeling” towards product properties.
Kansei Engineering maps individual features of a product, service or brand to customers’ subjective responses.
Mazda Miata
Formal properties (sound) Experiential properties (speed)
Kansei Engineering Methodology
Product: Jewelry Target group: Female 20-‐35 with visual art background
Choose of Domain Big Market caused by Persian culture and custom
1 Seman)c Domain • Finding Kansei words • Interview with focus group • Kansei words classifica=on • Choosing the final category
2 proper)es Domain • Designing jewelry inspiring
by Avestan Alphabet forms • Choosing some ideas • Presen=ng designs by formal
proper=es
4 Test of validity • Ques=onnaire • Data analysis • Final designs based on user choice
3 Synthesis
• Interview with poten=al user • Interview with experts • Adver=sement and commercials • Fashion websites and Magazine
S e m a n = c D o m a i n
Interview Results: User priori ty
ارتباط فانتزی کمال پاکی رویایی جتملی گرانبها با اصالت شیک خشن جذاب خوشی چشمگیر هماهنگی اعتماد به نفس یونیک دلفریب
اغوا ارزشمنرسمی جدید شلوغ خواستی عیش برق زدن وقار بلندپرواز تک کننده
د ظریف همراهی تخیلی سعادت سادگی افسانه ای کاری
به چشم متوازن حس قدرت متمایز افسونگر جتربه شاعرانه خوشبختی معصوم خیالی مجلل قیمتی باپرستیژ نو پیچیده خوشگل لذت آمدن
متفاوت فریبا با منایشی متواضع جاه طلب ازدیگران
اندیشمندانمد روز دست وپاگیر بامنک احساس زرق و اصل ه
بی جادویی برق دار گناه
بی عیب و نقص
سمبل تعامل عشق
گمراه خوشاینخودمنایی میانه رو باابهت فرم ویژه کننده
پیش پا افتاده باسلیقه د مدرن عام
کالسیک کودکافنا ناپذیر با جلوه باشکوه عام
نه کامل شدن
سمبل وفاداری
ملس کردن
منحصر به جلوه گر حس اثرگذار مساملت آمیز قدرمتند فرد
بابصیرسنتی امروزی تکراری زیبا خوب انتها خالصه مرموز تاللو ت
روشن منصفانه بی پروا خاص زنانه پیشرمعمولی دخلواه شور کننده
نامحدوقدیمی فته مینیماسمبلیک د
بیکران ل
تابش و متعادل مستقل ویژه ظرافت نشانه لوکس پیشتاز بازاری خوب هیجان تاللو
سهول ت استفاد ه
خارق العاده
بهترین جلب توجه متناسب با شهامت غیر عادی لطافت حس
چشم گوشه گیر نواز شگفت
انگیز
احمقانه خوبرویی اشتیاق درخشنده خیره سر غیر معمول دارای روح
خیره خودخواهی دوست داشتنی جالب کننده
بامزه جرقه برجسته برتری طلبی
K a n s e i T e r m i n o l o g y New-fashioned
Luxury Prestige Valuable Marvelous Elegant Glamorous Unique Impressive Charming Cheery Fantasy
Limit the Domain: Inspiration by Avestan Alphabet forms
Concept sketching (300)
Modeling 180 concepts by Matrix so^ware of Jewelry (Varied texture, color, gems…)
ممددللههاایی 3 ببععددیی ددرر ببخخشش ططررااححیی
Choosing 5 most different forms
o f c o n c e p t s t o t e s t
Concep
t No
1
Concep
t No
2
Concep
t No
3
Concep
t No
4
Concep
t No
5
Visual proper=es space
Seman=c proper=es Ques=onnaire
R E S U L T
S Y N T H E S I S
OF
Trend 4
45
50
55
60
65
70
75
80
85
Luxury
Pres)g
e
Valuab
le
Cheery
Charming
Marvello
us
Impressive
Uniqu
e
Fantazy
Glamorou
s
Elegan
t
New
-‐fashione
d
45
50
55
60
65
70
75
80
85
Cheery
Fantazy
Pres)g
e
Luxury
Marvello
us
Uniqu
e
Glamorou
s
Impressive
New
-‐fashione
d
Charming
Valuab
le
Elegan
t
Trend 1
تتففااووتت ددییددگگااهه ششررککتت ککننننددگگاانن ززنن وو ممرردد ننسسببتت ببهه ططررحح ههاا
Elegant
Female Male
Charming
Unique
Cheery
Formal properties
Related experiential properties
Opposite
experiential properties
1 Pearl Marvelous, Elegant, Unique Impressive, New-‐fashioned
Pres=ge, Luxury
Pearls Cheery, Marvelous New-‐fashioned
Pres=ge, Valuable
Simple Form Charming, Elegant, Unique Luxury
Complex Form Glamorous, Luxury New-‐fashioned
Impressive, Pres=ge
Dark colour Gem Valuable, Pres=ge Cheery, Fantasy New-‐fashioned
Light colour Gem Cheery, Elegant, Fantasy -
Black pearl New-‐fashioned, Glamorous Pres=ge
Light Pearl Fantasy, Impressive Marvelous,
Elegant Luxury
1 Chain Charming, Unique, Elegant Luxury
Chain collection Glamorous, Luxury, Valuable Impressive
Ancient Motives Pres=ge, Valuable New-‐fashioned, Cheery
Fantasy, Unique
Marvelous
E l e g a n t
E l e g a n t
G l a m o r o u s
V a l u a b l e
T h a n k s
Q u e s t i o n ?
[email protected] Centre of creativity in professional practice HCDI, Informatics Department City University London