Lecture Two
the psychology of objects
Tim Stock
Design Research Methods
School of Design Strategies
Parsons the New School for Design
Fall 2009
DESIGN RESEARCH METHODS 1 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
a door is not just a door.
…a design solution to meet
a set of specific needs.
DESIGN RESEARCH METHODS 2 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
NYC Transit / Antenna Design
good design works with natural
human cognition and anticipates
actual human scenarios and stories.
Functions Usability
ritual/scenarios mechanics
…provide clues as to the operation of things (affordances).
DESIGN RESEARCH METHODS 3 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
bad design tries to talk itself out of the
problem (cognitive dissonance).
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THE PSYCHOLOGY OF OBJECTS
WHAT IS GOOD DESIGN?
Usability
mechanics
Brand
meaning
Functions
ritual
…stuff people will use… and keep using.
DESIGN RESEARCH METHODS 5 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
What is good design?
The Designer The Consumer
The relationship
between designer
and consumer
determines how
well this plays out.
…stuff people will use… and keep using.
DESIGN RESEARCH METHODS 6 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Awareness of what looks
good...and will keep looking good.
Karbon
Karbon is an articulating kitchen faucet with an integrated
spray nozzle. It can be fully extended to fill large pots,
lowered into the sink for food preparation and cleanup,
compactly folded and placed out of the way when not in
use, or positioned anywhere in between.
The Designer The Consumer
DESIGN RESEARCH METHODS 7 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Awareness of what looks
good...and will keep looking good.
MUJI
The Designer The Consumer
...the look of the product is the brand.
DESIGN RESEARCH METHODS 8 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Make it so people will
keep using and enjoying it.
“The best ecological strategy is
to make products of a very high
creative quality, so you can keep
them for three generations.”
DESIGN RESEARCH METHODS 9 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Use materials and methods
to solve human problems.
TegeraPro Vibration Control
Vibrations from industrial work can cause serious and permanent
hand injuries, which are costly for individuals and companies. The
TegeraPro Vibration Control gloves use a foam material specially
designed to insulate the hands. The graphic elements on the
gloves communicate the functionality before a wearer even tries
them.
The Designer The Consumer
DESIGN RESEARCH METHODS 10 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Use materials and methods
to solve human problems.
WEDZE Virtuous jacket
This jacket also features a removable vest that
a wearer can inflate via a small tube. So when
you're cold, just blow up the vest. Inflation
provides a six degree increase in temperature.
When hot, the wearer can deflate and detach
the vest and use the outer jacket on its own.
The Designer The Consumer
DESIGN RESEARCH METHODS 11 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Be aware of the impact on
environment and society.
Nike Trash Talk
This performance basketball shoe is made from
manufacturing waste. It incorporates leftover materials—
leather and synthetic leather, foam and rubber—into new
shoes without sacrificing any of the performance aspects
that come from shoes made from virgin materials.
The Designer The Consumer
DESIGN RESEARCH METHODS 12 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
The evolving design story
The Designer The Consumer
how the story for any
product plays out
depends on the right
balance of...
CONTROL DISCOVERY
DESIGN RESEARCH METHODS 13 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Prisons Parks
CONTROL DISCOVERY
A mirror view of how affordances and feedback
play out in designing features.
DESIGN RESEARCH METHODS 14 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Central Park
Above ground it is a designed landscape that copies nature
so closely that it disguises its own fabrication, and
below ground, it is an efficient technological system,"
DESIGN RESEARCH METHODS 15 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
design is hidden
appear natural
freedom
encourage
serendipity
DISCOVERY
DESIGN RESEARCH METHODS 16 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
The Panopticon "sentiment of an invisible
-- Jeremy Bentham in 1785
omniscience."
…a type of prison building to allow
an observer to observe (-opticon) all
(pan-) prisoners without the
prisoners being able to tell whether
they are being watched.
DESIGN RESEARCH METHODS 17 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
nothing is hidden
limited mechanics
monitored usage
CONTROL
DESIGN RESEARCH METHODS 18 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
back to the park for a moment....
...a hint of the prison in the park.
People like to sit... but don’t
get too comfortable.
CONTROL DISCOVERY
DESIGN RESEARCH METHODS 19 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
orientation control
discovery (“I’ve got a better idea”)
control
…controlling the mechanics
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THE PSYCHOLOGY OF OBJECTS
orientation control
RADIUS ergonomic toothbrush
…controlling the mechanics
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THE PSYCHOLOGY OF OBJECTS
physical control
…adjusting certain features
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THE PSYCHOLOGY OF OBJECTS
physical control
TV Networks and
advertisers remove
the “skip” button
…adjusting certain features
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THE PSYCHOLOGY OF OBJECTS
structural control
…taking away the object altogether
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THE PSYCHOLOGY OF OBJECTS
The struggle within
objects and brands...
CONTROL DISCOVERY
What the brand wants What the consumer wants
Effective brands know
how to manage the right
balance.
DESIGN RESEARCH METHODS 25 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Humans seek to free things...and get them for free.
Company Human
License Free
CONTROL DISCOVERY
DESIGN RESEARCH METHODS 26 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Typography can work to control the story...
“the way
something is
presented will
define how
you will react
to it”
Helvetica
A Documentary Film
CONTROL DISCOVERY
DESIGN RESEARCH METHODS PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
we expect some brands to take Why?
more control than others.
LVMH Commercial
CONTROL DISCOVERY
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THE PSYCHOLOGY OF OBJECTS
can new features dilute some of
that brand’s power?
LVMH Blason
Pharrell Williams in collaboration with Camille Miceli
CONTROL DISCOVERY
DESIGN RESEARCH METHODS 29 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
…Apple Corps is fanatically careful on how the brand is used.
CONTROL DISCOVERY
The Beatles had four times as many
fans as Michael Jackson did before he
died, and more fans than Elvis,
Madonna and the gloved one
combined. (Rapleaf study)
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THE PSYCHOLOGY OF OBJECTS
IKEA
CONTROL DISCOVERY
…directing the process of discovery
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THE PSYCHOLOGY OF OBJECTS
Coca-Cola / Mentos
CONTROL DISCOVERY
brands can take a while to accept consumer discovery
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THE PSYCHOLOGY OF OBJECTS
shaping new product categories
CONTROL DISCOVERY
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THE PSYCHOLOGY OF OBJECTS
the tin incites a culture
of object hacking.
CONTROL DISCOVERY
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THE PSYCHOLOGY OF OBJECTS
Solving design problems starts by
understanding people...
what people... need
want
desire
crave
balancing the...
CONTROL DISCOVERY
...effective research uncovers the stories behind these motives
DESIGN RESEARCH METHODS 35 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
affordances feedback
Do the clues
match what I What did I
get? get out of it?
affordances & feedback
DESIGN RESEARCH METHODS 36 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
People choose based on the...
gut belonging
badge
cult status
reinforcement
emotional sensory
relevance
functionality
rational usability
reliability
Affordances
Features
Feedback
DESIGN RESEARCH METHODS PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
rational Do I need to read the manual?
Will my time be well spent?
usable products don’t ask too much of you.
DESIGN RESEARCH METHODS 38 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
rational
Awareness of what and how
of tasks people need to solve.
…spartan aesthetics….task above all else.
DESIGN RESEARCH METHODS 39 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Rational
Awareness of what and how
of tasks people need to solve.
Dyson Ballbarrow (1977)
Dyson The Ball (2005)
...studying the mechanics of everyday tasks
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THE PSYCHOLOGY OF OBJECTS
The rational can evolve to emotional if executed well...
...studying the mechanics of everyday tasks
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THE PSYCHOLOGY OF OBJECTS
rational
What research methods
could we deploy to
unlock these stories?
What could we What could we
observe? ask?
DESIGN RESEARCH METHODS 42 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
What
emotional reinforces my
identity?
relevance: our emotional choices
represent how we want to feel.
we sometimes are willing to make
rational trade-offs (financial,
ease of use) to satisfy these triggers.
status and social
currency often play a role.
What materials and ingredients will connect with me?
DESIGN RESEARCH METHODS PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
emotional I just downloaded all the music
from my high school prom!
the “me” narrative.
The product as emotional portal.
DESIGN RESEARCH METHODS 44 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
emotional
yawns are contagious
cultural trends shape the
mechanism of desire.
how these signals
penetrate into our own
pattern of consumption.
DESIGN RESEARCH METHODS PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
emotional
Food often reflects broader
ideology as it relates to self
and responsibility to others.
Why?
How do those emotions play out at breakfast?
DESIGN RESEARCH METHODS PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Late 1980’s
Will you switch to me instead
of the morning coffee?
What went wrong here?
How do those emotions play out at breakfast?
DESIGN RESEARCH METHODS 47 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Mid 1990’s
Breakfast on the go for
the kids....
Lessons learned...
People don’t like warm milk...
…and kids can’t open the box.
How do those emotions play out at breakfast?
DESIGN RESEARCH METHODS 48 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Today
Develop a campaign
to get kids to consume
more fruit....
specializing the features
to prompt “Am I good
mom?”.
How do those emotions play out at breakfast?
DESIGN RESEARCH METHODS 49 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
emotional
What research methods
could we deploy to
unlock these stories?
What could we What could
observe? we ask?
DESIGN RESEARCH METHODS 50 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
gut
the point that our belief
transcends the empirical and
physical.
IMAGE: Flickr /premasagar
DESIGN RESEARCH METHODS 51 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
Brands we want to
gut belong to.
DESIGN RESEARCH METHODS 52 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
It feels good to be part of
something so cool!
gut
First in line
Behavior around the product
resembles aspects of a cult
behavior.
DESIGN RESEARCH METHODS 53 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
gut
Wii and Social Gaming
Culture and the behaviors
associated with it can unlock a
new category.
DESIGN RESEARCH METHODS 54 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
gut
What research methods
could we deploy to
unlock these stories?
What could we What could
observe? we ask?
DESIGN RESEARCH METHODS 55 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
gut
Who is driving the this narrative?
What behaviors can we identify that
unlock the story and help us build
features?
DESIGN RESEARCH METHODS PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
How do we develop new insights?
Insight
LOOK White space
See the stories in the object
Know what works and what doesn’t
DEVELOP
Study what needs are under developed and develop new
features to meet those needs
MAP
Connect those new features stories and analyze and
improve their integration into the product or experience.
DESIGN RESEARCH METHODS 57 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
developing new features
Developing insights and
building white space.
DESIGN RESEARCH METHODS 58 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
CASE
What will drive
mobile adoption?
DESIGN RESEARCH METHODS 59 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
1987 2009
•Dealmakers • Play/Work Synergy
•Private Club • Social Lubricant
DESIGN RESEARCH METHODS PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
HYPOTHESIS (1990’s)
“Work tasks will drive mobile computing adoption”
Apple Newton PDA (early 90’s) Palm Pilot (late 90’s)
DESIGN RESEARCH METHODS 61 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
WORK (1990’S)
NEEDS
Calendars
Spreadsheets
Contacts
Faxes
DESIGN RESEARCH METHODS 62 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
HOME NEEDS
Friends Photos
Music Gaming
HYPOTHESIS (2000’s)
“Home tasks will drive mobile computing adoption”
Is this a stronger starting point? Why?
DESIGN RESEARCH METHODS 63 PROF. TIM STOCK

THE PSYCHOLOGY OF OBJECTS
So how will Kindle evolve?
What insights will help
to promote growth?
DESIGN RESEARCH METHODS 64 PROF. TIM STOCK