s1moco

SIMOC'O TELEC'OMMIJJ'1, C'.A:riO:NS(SA)LTD BLOCK EP & GP,SEC'TOR-V,BIDHA,'I NAGAJ KOLKATA- 700009J,INDIA

SEPTEMBER,2006

ARINDAM CHAKRABORTY PGDBM(2"d SEM) IISWBM-KOLKATA http://www.iiswbm.edu

s1moco The UftimaleMagic Machine Magic in Price , Magic in Style

Outline Emotion based product design

1. Concepts

2. Design

3. Processes

4. Implications

5. Product Evaluation

s1moco Tho UftimalaMagic Machine Magic in Price , Magic in Style

CONCEPTS

Emotion is a significant dimension,that when people give voice to their individual thoughts and feelings,we can get some kind of truth,a truth that would otherwise elude us,no matter how many facts we assembled - Tony hall,CEO,BBC News

Emotion penetratesevery facet of our life.Withou t emotion we just have bare facts.Rclationships bct\vccn po)plc arc not based on fact,logic or scien tific analysis.Thcy arc based on emotion.The cenTer of all bu.siness success are succe.s... .jitl reltlfionship.

Emotional influence & rationality It is well k nown but not accepted that customer choice is rarely based on rational decision making alonc.Thc greater part ofCustomcrchoicc is based on emotional influcncc.Rat:ional decision comes i n to pl ay to justify and control our emotional d rivcs.Customcrs purchase prod ucts they li ke from people they like rather than pu rchasing products they like from people they dislike.Customers like people w ho give them added emotional val ue.When there is lack of emoLion al value they perceive fron t-line staff to be cold,indif feren t.disinlercsted and acting in a mcchani stic,imJXrsonal way.

Price,Value & Emotion Price is no more than a function of perceived val ue.which itself is derived from ou r feelings OOw imp011ant this product is to us.ln ot her words price is a f u nction of emotion .Price is a fu ncrion of how \Ve fed about a specific prod uct,senrice or exfericnce.We rationalize ou r feelings & usc cold logic if we can spend Rs 5000 or Rs 7000 for a spo;i fic product. Suppose we have used a Nokia and a Sim<X:o mobile eq uipmen t wit h same features.Thc only difference between the t\VO is lies i n cu stomer's perceptions based on status & specif ic nsation s of touch,fecl,pcrsonal i nteraction to each of w hich specific values are attributed in determining choice.ln other words.the difference is our feelings abou t the two con trasting experiences.

Common ocnoc,Pcrccptiono & Emotion Common sc.n sc can be seen asemotional wisdom.Through experience people develop a scase of what to do m an y given situation.The emotions & J=Crceptions arc based on sen sing of what is going on and are interpreted in the light of past feelings and experience.People who apply common sen se rely t.'ea vi l y on instinct.gu t feel and what the· perceive to be everyone's i n terest.

Emotional Proposition According to Charles Dunstone who runs The earphone Warehouse dealing with mobile phones and tariffsdoi ng t he best by an y company is to mett each cu stomer's i n terests& not trying so sell t hem mobiles w hich arc more expen sive than their needs dictate.He has developed a 'emotional proposition' for the company to \Vork to:

Rational Mission Emotional Prooosition Recognisable brand Im partiality

Mc<tningful Gu;;u-an tc.c.s Wide range Knowledge

s1moco

In novative You ng f riendly Unconventional Customer's Champion

Tho urtimalaMaglc Machine Magic in Price , Magic in Style

CONCEPTS

ADDING EMOTIONAL VALUE

Attribu tes Customer

External Attributes

l )Emolionc.l Connecli\l i/y:- It occurs when two people are able to cxprcss,share,apprcciatc and u nderstand their gen ui ne fclli ngs about an y given si tuation or abou t each other.The mjorit•; of employees et peci ally man ngen have to be tuned in to imotional rcq uircmcn ts.spccif ic need of the cu stomers. The people have to be like to be likod & go ou t of their way to do things customers li ked .Customer like when front -line people of the company demonstrate gen uine in tcrest(an cmotion)i n the peop:c they arc serving.It is the two way processof emotional con nectivity that hel ps establish m utu alI)' added emotional val ue.

2)/nlegrily :- In tegrity is the ability to exercise tru st at every interface between the

compan y.its employees & its customers.Customers wan t t he company and its people to be 'asgood as their word'.A cornerstone of emotion al in telligence is the ability to be honest within one sel f about his feeli ngs and to manage them accordingly.An individ uous erosion of in tegrity takes place as !hey act out a role di vorced from their true sel f. Val ues ;.uc w hal lJOOlJIC feel & eXlJIC:-.:-.cll iu lheil evetycJ uy llchCJvi uuJ :-., Pulling emotional value to the producT by means of inTegrity cri!ates Trust among the cusTomers leading towards Brand LoyalTy.

3)CreaTivit'; :- Creativi ty is the innovative i nitiative taken up by t he company to

pleasccu stomcrs.To provide such opportunities requires t he abolition of f ixed.rigid thin king pattcrns(bascd on systems) & the creation of cl usters of new thi n kinand feeling patterns about ways to please cu stomcrs.Emot:ional needs of customers arc transl ated in innovative designs and u pgradatio11 of products accordingly.Jn successf ul companies people usc their emotion al in telligence to create opoltu- ni tics to please customers.

s1moco Tho urtimalaMaglc Machine Magic in Price , Magic in Style

O•t oB• t te*"""

CONCEPTS

STRATEGY FOR MOBILE PHONES

To u nderstand user's emotional needs as opposed to f u nction al needs relevant to the design of the prod ucts thlt users really want & mctimes can not describe clcarl y.ln novativc upgradation of designs consideri ng the emotional needs of customers in diff erent segmen ts ,creative feedback from customers and due considerations.

TECHNIQUES

• Fun tionaJ analysis

• Emphasized customer prod uct application

• ScniDry analysis,cmotjonal rcsponsc,usabili ty

• Stati stical approach using multivariate anal ysis techniq ues

• Look/Feel q u ality,Feelingquality,Touch/Feel q u ality of product design

• Image technology

KANSEI MODEL An in tcgrat:d i motional response such as comfortfeeling of luxuriou sness and open ness Resulted from sensory response to the external stiniUJi.

THE MULTIVARIATE APPROACH

0 Transla t on of emotional response to the product design cl ement us ng the mul ti-var--i ate ar\al ys s sud'\ as MANOVA.

I '=•...,<H•onou .,...,._ - => I K.lllo'\:111••• M oo• • b => IUOS•O........... 1'\, b I

I .,.vu nu •• l l tm•o•

T•'OIOQv I o

Occat Qn 11

E)(pOri Sy$lCHV\ r..ot:>ryLOCilloe MCR N....-0.1 NC>t"'Q,.I(

Tr•n•l•tion ,.,.oo••• - a.lodeling

s1moco The UftimaleMagic Machine Magic in Price , Magic in Style

CONCEPTS

DESIGN FOR EMOTION & SENSIBILITY

o Finding the Structure of User Reaction and StructureEmotionalResponse a Within the framewortc of Human factorsIn Product Oesigf\ use,-..centeredProduct Design

• Performance • Cost

• Product Usability • Satisfaction,Pleasure

• Image .--.-r -r"' Get Satisfaction

Emotton, Usabthty,Custom=r Sattsfactton

The ISO 9241 S tandard Defines Three components Of 'Quality Of Use'

• Effectiveness

(Do:s the prod uct do what the u sers req uire?)

• Efficiency

(Can the users Jearn the user inte1facc q uickl y?) (Can they carry out tasks with min imu m expended effort with minimum errors?)

• :;at sfaction

(Do u sers express satisfaction with the prod uct?) (Do:s the new product red uce stress?)

stmoco The UftimaleMagic Machine Magic in Price , Magic in Style

oo

DESIGN FOR EMOTION & SENSIBILITY

Usability a Pleasure of Use

Functional Layout

Innovative Interface

Pleasurable Interaction

TouchtFeeltlook

..OrUHi!ltiOn O'f ,-.,.,od-cc a;.._,.ae•

h/P 'el L

-k/ eaiQu

CGn'tlpe.tition to got CUI:soton,r Att:cnt:lon

stmoco The UttimaleMagic Machine Magic in Price , Magic in Style

Conlpetition to get Cîustcnrner Attention

MODELLING APPROACH TO EMOTION BASED DESIGN

User Preference : f I Design Features

"Statistical Model",'EmpiricalModel

s1moco The UftimaleMagic Machine Magic in Price , Magic in Style

J

PROCEDURE

The Jook-aud-feel of the mobile phone was i nvestigated in Korea usingconsumer su rvcy.Scvcn ty- c:ight pmtici pan tsevaluated the design of 50 different mobile ptx>ncs on the pcrccivcd scale of i mage/impression charactcristics.i ncl uding luxu riousncss,si mplicity,attractivcncss,colourf ulncss, tcxtu rc.del icacy.harmoniou sncss,silcncc,rigidi ty &overall satisfaction.Stepwisc m ultiple linear regression an alysis were used to evalu ate the rcsults.Thc results showed that the image and i mpression characteristics of the products were closel y related to the human-product i nterface spccifica tioos as well as overall shape of the prod uct.Design vmiablcs such as tcxturc,usc: of surfacccu r·latu re,su rfacc trcatmcn t.operating sound and control response ratjo were perceived as i mportant to the customers.Thi s study also suggests a series of statistical process for selecti ng and screen ing the critical design variables closely related to the customer's im pression of the product.

PROCEDURE 1

(-1. Define design propertyro--f -p-roduct family _] [2. Det:cnnfnc target: population _j

3.ClassifY dimensions of user satlsfattlon

r- ( 4. JdenUfy product design elements

r ( S. Conduct huenan 'f"actor-; experienent:s J l ( 6. Develop models J

1)Deline design property olproduct Tamlly(Type olproduci=Moblle)

s1moco The UftimaleMaglc Machino Magic in Price , Magic in Style

---

PROCEDURE

2)Determlne Target Population

3)Procedure For Dellnlng User Satisfaction

Expressions r"elated to user sat:lsf'actlon

!. -·-

Pe-!:.lgn conce-pt fis-t Awsoeiation tech.,iqu<P Dlctlon3ry, rn;::,rkc:<ting brochure 'l-,OQ vnc:nhul•rl""•

[ Xntegrat:lon, el imination, screening Qr ln•tor'"lnQ

' I Repre..sent.ative expres.slons

.!-

I Extract: .... sor sat:lsfact:lon dl rnonslons

r Cl a$$i¥y usco=r $Dti$factlon dimensions

' • ANinlty dlaQ"I-""'

stmoco The UftimaleMagic Machine Magic in Price , Magic in Style