Framework-Design and Emotion, September 2012

8th Design and Emotion Conference12– 14 September 2012, London, UKCentral Saint Martins College of Art & Design

Contending Stigma in Product Design Using Insights from Social Psychology as a Stepping Stone for Design Strategies

Kristof Vaes (Artesis Univ. College)Pieter Jan Stappers (TU-Delft)Achiel Standaert (Artesis Univ. College)Kristine Desager (Antwerp Univ.)

Artesis University CollegeProduct Development Antwerp

Product-related stigma

FRAMEWORK Input:Literature research in social psychology & design research translated to the realm the realm of the designer

Aim:• deeper understanding of the

attribution of product related stigma & the relevant context variables.

• Expose sensitivities and pitfalls rarely revealed by existing methodology,

• Supply vital specifications for a stigma-free design approach.

• Starting point for the development of tactical and operational tools.

© artesis 2012 | 2D&E 2012 | Kristof Vaes | Contending stigma in product design

Research Context

Potentially Stigmatizing Products?…such as assistive, protective or medical devices

Air Jordan ProstheticsDesigner: Colin Matsco

Bespoke Innovations™ custom crafted


Google Glasses


Research Context

Potentially Stigmatizing Products?Technology approaching body….what are the limits of acceptability(in a specific time and societal context)

Our conceptual framework encompasses four context modalities and suggests three strategies to contend product related stigma.

‘humans do not respond to physical properties of things i.e. their form, structure and function, but to their individual and cultural meanings’. (Krippendorff 2006, p. 196)

‘the significance of an object is the total of all contexts in which it can be found’ (Krippendorff 2006, p.185)

Dive into the CONTEXTThe attribution of a stigmatizing meaning to a product depends on its context.



Human centered DesignUser Experience Design

…

ProductsPeopleUser



ProductsPeopleUser

Issues of the product user/wearer:• the frustration of having to wear or use

a product that damages ones self-esteem

• the desire to be perceived as normal• the relief when a passer-by did not

notice his assistive or protective device.



Society

Products

GroupsBystandersPassers-by

PeopleUser



Products

Groups SocietyCollective representationsActive in the absence of people

Socio / Societal Context

PeopleUser



Interpretation of the all quadrants all level model (Wilber 2000)

objectivesubjective



Re-shaping thesocio-societal context

Re-shaping themeaning of the product

Empowering the product user




• It’s a conceptual framework. Will be tailored into operational tools for designers.

• All three strategies intertwine

• Designers can direct efforts towards each of the strategies and to combine them accordingly.

21Re-shaping the

socio-societal context



3Empowering the product user


• This is the context in which users are perceived and evaluated. (Corresponds with immediate situational cues in Major’s model.)

• Negative social appreciation for example! Negative reactions of bystanders, passers-by or people within the social interaction range of the product.

• In this context we situate aspects such as product stereotypes, or shared meanings or associations linked to a product.

1. Re-shaping the socio-societal contextMeanings attributed by social groupsMeanings attributed by social groups


• Bystanders, passers-by or groups might in turn be influenced by a broader objective source of product stereotypes that is shaped by societal structures and values, and vice versa.

• Represented by the collective representations in Major’s model. (shared beliefs or shared systems of meaning.)

• Collective representations may create what Claude Steele (1997) calls “a threat in the air”. Because they are widely known and shared in the culture.

Meanings attributed by society1. Re-shaping the socio-societal context

Active in the absence of others…


Possible interventions…

• increasing the visibility of a specific product (shear numbers)

1. Re-shaping the socio-societal context




• campaigns or interventions that educate or change public views


D&E 2012 | Kristof Vaes | Contending stigma in product design





Integration of the ‘walker’The ‘Vivanti senior bench’ (Velopa) allows seniors to discretely ‘park’ their walker in the middle of the bench, allowing them to

participate in the conversation.




• endorsement by influential political or media figures

© artesis 2012 | 19

Possible interventions…1. Re-shaping the socio-societal context

D&E 2012 | Kristof Vaes | Contending stigma in product design

21Re-shaping the






2. Re-shaping product meaning

The priority of design for disability, or that of protective devices, has traditionally been to enable (or protect), while attracting as little attention as possible. (Pullin, 2009)

Strategy 1 / De-identification


Strategy 1 / De-identification2. Re-shaping product meaning

ConcealmentCamouflage Diversion of attention

• Is a reactive or flight strategy and involve defensive attempts to avoid or reduce the impact of stigma, without actively challenging it.

• The use of translucent or skin colored material to hide the obtrusiveness of certain design features.


PersonalizationPride / StatusSense of belonging

• Adds extrinsic value to a product

• commonly used in product design through personalization or mass-customization.

• Through personalization, the consumer directs time, effort, and attention to the product…thus increasing product attachment.

Strategy 2 / Identification2. Re-shaping product meaning


Protec helmet


• Individual identity

• Institutional identity

• Group identity (sub-culture)

•Brands expressing organizational identity

Tattoo whrist protector

D&E 2012 | Contending stigma in product design






© artesis 2012 | 25D&E 2012 | Contending stigma in product design

A true biker…







A true biker…with a safety vest






Masks designed by Gucci, Channel, and Versace


Strategy 3 / Meaningfull interaction2. Re-shaping product meaning


• The three strategies we discussed so far are all connected through meaning and human involvement.

• Addresses how products relate to each other meaningfully.

• It deals with what products do to each other as a consequence of how humans conceive them


“Hats interacting with helmets”


Bern winter helmet

Yakkay Bike Helmet




French looking helmet


“Lamps covering sex-toys”



2.3 Meaningful Interaction


“Earlobe piercing hearing aid”

Designaffairs Studio


Strategy 4 / technology-material2. Re-shaping product meaning

Replacing blind cane with sonar technology‘Supersonic Stick’ by Minhye Kim


Strategy 5 / product use2. Re-shaping product meaning

“Eliminate cumbersome issues in use” ‘Supersonic Stick’ by Minhye Kim

meanings not only change over time, but also in their modalities of use.


Beetle Cycle Helmet Concept Paul Loury

21Re-shaping the






© artesis 2012 | 36DRS 2012 | ID 235 - Masked Aversion

“Instrinsic Bucket empowerment ”3. Empowerment


Empowering the user…3. Empowerment

• ‘Empowering products’ should make a product user feel more capable

• Empowerment delivers intrinsic

value and meaning for the user

• When properly integrated the outcomes of the empowerment strategy can turn the user from a passive victim into an active challenger of stigma.



Replacing training wheels with the ‘Gyrowheel’ Gyroscopic Training

‘Extra-ability’Instead of adding disabilities, we can increase ones abilities above those of abled users!



Aimee Mullin





Emphasis on goals & motives What are peoples’ motives to protect or enhance their self-esteem?

The ‘Hövding’ Helmet


The way ahead…Conclusion / discussion

• Is this classification comprehensive and useful?

• Transform the theoretical framing into tactical and operational tools, for designers?

[email protected]

@Miami_Vaes

mailto:[email protected]

mailto:[email protected]