kansei-related design information exchange during concept creation phases
DESCRIPTION
Presentation material used at Kansei Engineering and Emotional Research conference in Linköping (KEER2014)TRANSCRIPT
Kansei-related design information exchange during concept creation phases
Authors: Alexandre Gentner Arts&Métiers ParisTech, Ph.D. Carole Bouchard Arts&Métiers ParisTech, Professor Carole Favart Toyota Motor Europe, General Manager
KEER2014 conference, LINKÖPING | JUNE 11-13 2014
KANSEI-rElAtEd dESIgN INformAtIoN ExchANgE durINg coNcEpt crEAtIoN phASESContextLiterature review industriaL design proCess Users’experienceswithprodUcts experienCe-Centred design aCtivities researchqUestionandhypothesisexperiment researchprotocoL “expLoratoryconcept”projects “prodUctLiningstrategy”projects “pre-deveLopmentdirection”projects overviewConCLusion aCademiC Contributions industriaL Contributions ConCLusion and perspeCtives
Literature review research question eXPeriMent concLusion
3
ToyoTa moTor corporaTion• Automotive context• R&D centres distributed around the globe• “Engineering-driven” corporation
ToyoTa moTor europe - Kansei design• Unique within the Toyota group• “Kansei-driven” division• Evolution in terms of approach taken and fields takled
TME-KD over time
Toyota R&D in the world
IndustrIal and research context
conTexT
Toyota Motor North America, Inc(TMA)
Toyota Motor Europe NV/SA(TME)
Toyota Motor Corporation(TMC)
Toyota Motor Asia PacificPte Ltd (TMAP-MS)
Timeline2003 2014
Present Ph.D. research
Approach taken
Fields tackled
Experience-based and intuitive thinking
Analytic thinking
Multi-sensory perceptionResponse to perception
Interaction
Integrative thinking
Experience
Literature review research question eXPeriMent concLusion
4
IndustrIal and research context
conTexT
ENG. PRE-DEVELOPMENT
STYLING
ENG. DEVELOPMENT
projecT researched: early phase of a vehicle developmenT process
Target user experienceCONCEPT STAGE
target design brief
confirm target
Context ReseaRCh question exPeRiMent ConClusion
5
ncd and npd sTages• Two from the four major stages of the industrial design process• NCD: creation of intellectual property Koen et al. 2002
• NPD: design of consumable artifacts Ulrich & Eppinger 2000
IndustrIal desIgn process
liTeraTure review
Industrial design process (adapted from Buijs 2012)
New concept development (NCD)
New productdevelopment (NPD)
CommercialisationProduct use
Context ReseaRCh question exPeRiMent ConClusion
NCD NPD
CommercialisationProduct use
5
ncd and npd sTages• Two from the four major stages of the industrial design process• 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
Context ReseaRCh question exPeRiMent ConClusion
6
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 exPeRiMent ConClusion
7
design informaTion Bouchard et al 2009, Kim et al. 2009
• Exchanged by a design team in early design stages• Three levels of abstraction identified
liTeraTure review
experIence-centred desIgn actIVItIes
Design information (Bouchard et al 2009, Kim et al. 2009)
design informationcategories example related ux entity
H(High level)
Value Security Personal characteristicsSemantic word Playful Kansei qualitiesAnalogy Like a rabbit Kansei qualitiesStyle Edge design Product
M(Middle level)
Context Leisure with family ContextFunctionality Modularity ProductSector/object Tennis Product
L(Low level)
Form Square ProductColour Light blue ProductTexture Plastic Product
abstraction level
H
Value
Semantic word
Analogy
Style
MContext
Functionality
Sector/object
LForm
Colour
Texture
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
H
Value
Semantic word
Analogy
Style
MContext
Functionality
Sector/object
LForm
Colour
Texture
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
Context ReseaRCh question exPeRiMent ConClusion
7
design informaTion Bouchard et al 2009, Kim et al. 2009
• Exchanged by a design team in early design stages• Three levels of abstraction identified
represenTaTion of design inTenTions• Communication activities (exchange of design info.)• Five types of representation: - Text-based Buijs 2012, Pruitt & Adlin 2006
- Picture-based Baxter 1995, Eckert & Stacey 2000
- Multi sensory Schifferstein & Desmet 2008
- Narrative Sanders 2006, Buxton 2007, Sears & Jacko 2007
- Interactive Koskinen & Lee 2009, Buchenau et al. 2000
• Differences in terms of design information communicated
Characteristics of two types of early representation
liTeraTure review
experIence-centred desIgn actIVItIestitle Visual theme boards
(picture-based)Storyboard scenario
(narrative)
example
related design information
covered ux entities
Context Literature review exPeriMent ConCLusion
8
hypoThesis
H - The design information exchanged during early design activities depends on the typology of the project
in which these activities take place.
research quesTion
“What are the design information categories that kansei-focused activities can cover in the
concept creation phase?”
research questIon & hypothesIs
research quesTion
Structure of the experiments
NCD NPD
Project context UX intentions/Concept directions
H
Value
Semantic word
Analogy
Style
MContext
Functionality
Sector/object
LForm
Colour
Texture
H
Value
Semantic word
Analogy
Style
MContext
Functionality
Sector/object
LForm
Colour
Texture
desIgn InForMatIon exchanged?
Context Literature review researCh question ConCLusion
9
daTa gaThering• Interview and report analysis related to 27 projects• Main focusing points: - Context (purpose, design team) - Design information conveyed
experimenT
research protocol
Repeat for the 27 projects
1/ Project identification
2/ Analysis of reports
3/ Inteviews with team members
4/ Compari-son of the info.
gathered
Context Literature review researCh question ConCLusion
9List of categories of design information (*originally “functionality”)
daTa gaThering• Interview and report analysis related to 27 projects• Main focusing points: - Context (purpose, design team) - Design information conveyed
experimenT
research protocolcategories related ux entity
Value User’s personal characteristics
Semantic descriptor User’s perceived kansei quality
emotion User’s perceived kansei quality
Style Product attributes
lifestyle User’s personal characteristics
interface characteristic* interaction attributes
Action enabled* interaction attributes
product characteristic* product attributes
Sector/object Product attributes
physical context context attributes
temporal context context attributes
culture User’s personal characteristics
Morphology User’s personal characteristics
Gesture* interaction attributes
Feedback* interaction attributes
Visual attribute Product attributes
Tactile attribute Product attributes
Auditory attribute product attributes
olfactory attribute product attributes
Abs
tract
Mid
dle
leve
lC
oncr
ete
Context Literature review researCh question ConCLusion
9List of categories of design information (*originally “functionality”)
daTa gaThering• Interview and report analysis related to 27 projects• Main focusing points: - Context (purpose, design team) - Design information conveyed
analysis• Three types of projects could be identified: - “Exploratory concept” projects - “Product lining strategies” projects - “Pre-developement direction” projects
experimenT
research protocolcategories related ux entity
Value User’s personal characteristics
Semantic descriptor User’s perceived kansei quality
emotion User’s perceived kansei quality
Style Product attributes
lifestyle User’s personal characteristics
interface characteristic* interaction attributes
Action enabled* interaction attributes
product characteristic* product attributes
Sector/object Product attributes
physical context context attributes
temporal context context attributes
culture User’s personal characteristics
Morphology User’s personal characteristics
Gesture* interaction attributes
Feedback* interaction attributes
Visual attribute Product attributes
Tactile attribute Product attributes
Auditory attribute product attributes
olfactory attribute product attributes
Abs
tract
Mid
dle
leve
lC
oncr
ete
H- Value- Semantic word- Analogy
M- Lifestyle- Interface chara.- Action enabled- Sector object- Physical contxt- Temp. contxt
L- Culture- Gesture- Feedback
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
Context Literature review researCh question ConCLusionexperimenT
10
“exploratory concept” projects
Design information conveyed
Video screenshots, storyboard, and interactive prototype
conTexT• purpose: Propose new experience concepts for future breakthrough products• design team members: Multi-cultural, internal and external to TME• audience: - Managerial level - Wide but fuzzy
design informaTion conveyed• representation-type: Narrative, interactive• design info: Mainly abstract, not much focus on product at-tributes
design information categories
covered ux entities
H- Value- Semantic word- Analogy- Style
M- Action enabled- Sector object- Product chara.
L- Culture- Morphology- Gesture- Feedback- Multi sensory attri.
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
Inspiration atmosphere for styling designers Brief for material engineers
Context Literature review researCh question ConCLusionexperimenT
11
“product lInIng strategIes” projectsconTexT• purpose: Identify user experience logics and directions for future platform products• design team: Multi-cultural, mostely internal to TME• audience: - Managerial & working level - Clear and rather large
design informaTion conveyed• representation-type: Narrative (limited), multi sensory, visual• design info: Combining concrete and abstract design infor-mation. Only limited consideration of context and interac-tion
Design information conveyed
design information categories
covered ux entities
H- Value- Semantic word- Analogy- Style
M- Lifestyle - Sector object- Product chara.
L- Culture- Visual attri.- Tactile attri.
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
Context Literature review researCh question ConCLusionexperimenT
12
“pre-deVelopMent dIrectIons” projectsconTexT• purpose: Prepare grade and character strategies of future incremental products• design team: Multi-cultural, only internal to TME• audience: - Managerial & working level - Clear and specific
design informaTion conveyed• representation-type: Multi sensory (limited), visual• design info: Mainly combining user-related and product re-lated design information with intention in terms of kansei qualities.
Design information conveyed
design information categories
covered ux entities
Workshop and directions for wheel design
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
H- Value- Semantic word- Analogy- Style
M- Lifestyle - Sector object- Product chara.
L- Culture- Visual attri.- Tactile attri.
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
H- Value- Semantic word- Analogy- Style
M- Action enabled- Sector object- Product chara.
L- Culture- Morphology- Gesture- Feedback- Multi sensory attri.
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
H- Value- Semantic word- Analogy
M- Lifestyle- Interface chara.- Action enabled- Sector object- Physical contxt- Temp. contxt
L- Culture- Gesture- Feedback
Context Literature review researCh question ConCLusion
discussion• Three project-types dealing with UX-intentions• Described in terms of context and design information conveyed• Differences and similarities can be observed
=> Permits to discuss and validate the hypothesis
overview
experimenT
Design info. focus of the 3 typologies of projects
13
project type
design information categories
covered ux entities
EC
PLS
PDD
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 Literature review researCh question exPeriMent conclusion
14
model of Kansei design informaTion• Model representing categories of design information exchanged in early design activities• Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
acadeMIc contrIbutIons
Context Literature review researCh question exPeriMent conclusion
15
IndustrIal contrIbutIons
Exampe of prescription and guidelines documents
improve The flow of design informaTion • Lead to higher reciprocal understanding within the de-sign teams• Different functional divisions are able to take ownership of the design information conveyed by the representations• Shared intention, different expertises
Characteristics of the main types of early representation
Level of focus:
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
STYLING DESIGNER
PRODUCT PLANNER
ENGINEER
Context Literature review researCh question exPeriMent
Toyota Motor Europe’s design centre (top), head office (middle), and R&D centre (bottom)
16
perspecTive• Comparison with other organisations
• 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• Definition and representation of UX intentions: - Representations, design information - Descriptive model of design information exchanged
conclusIon and perspectIVes
conclusion
Kansei-related design information exchange during concept creation phases
Authors: Alexandre Gentner Arts&Métiers ParisTech, Ph.D. Carole Bouchard Arts&Métiers ParisTech, Professor Carole Favart Toyota Motor Europe, General Manager
KEER2014 conference, LINKÖPING | JUNE 11-13 2014
Context Literature review researCh question ConCLusion
+
resulTs & discussionsoverview
experimenT
“exploratory concept” (ec) projectspurpose: Propose new experience concepts for future breakthrough productsdesign team members: Multi-cultural, internal and external to TME
audience: Managerial level/ Wide but fuzzy
final representations: Narrative, interactive
Mainly abstract, not much focus on prod-uct attributes
“product lining strategy” (pLs) projectspurpose: Identify user experience logics and directions for future platform productsdesign team: Multi-cultural, mostely internal to TME
audience: Managerial & working level/ Clear and rather largefinal representations: Narrative (limited), multi sensory, visual
Combining concrete and abstract design information. Only limited consideration of context and interaction
“pre-development direction”(pdd) projectspurpose: Prepare grade and character strate-gies of future incremental productsdesign team: Multi-cultural, only internal to TME
audience: Managerial & working level/ Clear and specificfinal representations: Multi sensory, visual
Mainly combining user-related and prod-uct related design information with inten-tion in terms of kansei qualities.D
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