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Kansei Engineering in User-Centred-Design - Mobina Nouri, City University London
The document discusses Kansei Engineering and its application in user-centered design. It introduces the speaker's research focusing on emotional design and how products' formal properties impact semantic experiential properties. It then explains the three levels of Kansei Engineering - visceral, behavioral, and reflective - and provides examples. Finally, it outlines the methodology for a Kansei Engineering study conducted on designing jewelry for young Iranian women, including identifying relevant kansei words, designing product features, and testing designs.
Kansei Engineering in User-Centred-Design - Mobina Nouri, City University London
- 1. Kansei Engineering in User-centereddesign 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.
- 2. ‘Attractive Things WorkBetter.’ “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
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- 4. Visceral level meansoutward 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
- 5. Behavioral level meansthat 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
- 6. Reflective is aboutpersonal 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
- 7. 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?
- 9. K A NS E I 感 性 工 学 Takete Lumumba Takete Lumumba
- 10. K A NS E I 感 性 工 学
- 11. Power of Emo=on Kansei Engineering System (KES) Emotional Engineering Affective Engineering
- 12. Kansei is “theconsumer’s psychological feeling” towards product properties. Kansei Engineering maps individual features of a product, service or brand to customers’ subjective responses.
- 13. Mazda Miata Formal properties(sound) Experiential properties (speed)
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- 15. Product: Jewelry Target group: Female 20-‐35 with visual art background Choose of Domain Big Market caused by Persian culture and custom
- 16. 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
- 17. • 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
- 18. Interview Results: Userpriority
- 19. دﻟﻔﺮﯾﺐ ﯾﻮﻧﯿﮏ ﻧﻔﺲﻪ ﺑداﻋﺘﻤﺎ ﻫﻤﺎﻫﻨﮕﯽ ﭼﺸﻤﮕﯿﺮ ﺧﻮﺷﯽ ﺟﺬاب ﺧﺸﻦ ﺷﯿﮏ اﺻﺎﻟﺖﺎﺑ ﮔﺮاﻧﺒﻬﺎ ﲡﻤﻠﯽ روﯾﺎیی ﭘﺎﮐﯽ ﮐﻤﺎل ﻓﺎﻧﺘﺰی ارﺗﺒﺎط ااﻏﻮ هﮐﻨﻨﺪ ﮏﺗ زﺑﻠﻨﺪﭘﺮوا روﻗﺎ ن زدقﺑﺮ ﺶﻋﯿ ﯽﺧﻮاﺳﺘ غﺷﻠﻮ ﺪﺟﺪﯾ ﯽرﺳﻤ ارزﺷﻤﻦ د ﻒﻇﺮﯾ یﮐﺎر ی اﻪاﻓﺴﺎﻧ ﯽﺳﺎدﮔ تﺳﻌﺎد ﯽﺗﺨﯿﻠ ﯽﻫﻤﺮاﻫ ﺮاﻓﺴﻮﻧﮕ ﺰﻣﺘﻤﺎﯾ ت ﻗﺪرﺲﺣ نﻣﺘﻮاز ﻢ ﭼﺸﻪﺑ نآﻣﺪ تﻟﺬ ﻞﺧﻮﺷﮕ هﭘﯿﭽﯿﺪ ﻮﻧ ﮋﺑﺎﭘﺮﺳﺘﯿ ﯽﻗﯿﻤﺘ ﻞﻣﺠﻠ ﯽﺧﯿﺎﻟ مﻣﻌﺼﻮ ﯽﺧﻮﺷﺒﺨﺘ ﻪﺷﺎﻋﺮاﻧ ﻪﲡﺮﺑ ﺎﻓﺮﯾﺒ تﻣﺘﻔﺎو نازدﯾﮕﺮا ﺐ ﻃﻠهﺟﺎ ﻊﻣﺘﻮاﺿ ﯽﳕﺎﯾﺸ ﺎﺑ ساﺣﺴﺎ ﮏﺑﺎﳕ ﺮ وﭘﺎﮔﯿﺖدﺳ ز روﺪﻣ اﻧﺪﯾﺸﻤﻨﺪان ه ﻞاﺻ و قزر ر داقﺑﺮ ﯽﺟﺎدوﯾ ﯽﺑ هﮔﻨﺎ و ﺐ ﻋﯿﯽﺑ ﺺﻧﻘ ﻞﺳﻤﺒ ﻖﻋﺸ ﻞﺗﻌﺎﻣ هﮔﻤﺮا هﮐﻨﻨﺪ ه وﯾﮋمﻓﺮ ﺖﺑﺎاﺑﻬ و رﻪﻣﯿﺎﻧ ﯽﺧﻮدﳕﺎﯾ ﺧﻮﺷﺎین د ﻪﺑﺎﺳﻠﯿﻘ ه اﻓﺘﺎدﺎ ﭘﺶﭘﯿ نﻣﺪر مﻋﺎ ﮏﮐﻼﺳﯿ مﻋﺎ هﺑﺎﺷﮑﻮ ه ﺟﻠﻮﺎﺑ ﺮ ﻧﺎﭘﺬﯾﺎﻓﻨ ﮐﻮدﮐﺎ ﻪﻧ ﻞﮐﺎﻣ نﺷﺪ ﻞﺳﻤﺒ ی وﻓﺎدار ﺲﳌ نﮐﺮد ﺮ ﮔهﺟﻠﻮ ﻪ ﺑﺮﻣﻨﺤﺼ دﻓﺮ ﺪﻗﺪرﲤﻨ ﺰ آﻣﯿﺖﻣﺴﺎﳌ راﺛﺮﮔﺬا ﺲﺣ بﺧﻮ ﺎزﯾﺒ یﺗﮑﺮار یاﻣﺮوز ﯽﺳﻨﺘ ﺑﺎﺑﺼﯿﺮ ت ﻮﺗﻼﻟ زﻣﺮﻣﻮ ﻪﺧﻼﺻ ﺎاﻧﺘﻬ ﻪزﻧﺎﻧ صﺧﺎ ا ﭘﺮوﯽﺑ ﻪﻣﻨﺼﻔﺎﻧ ﻦروﺷ هﮐﻨﻨﺪ رﺷﻮ هدﳋﻮا ﯽﻣﻌﻤﻮﻟ ﭘﯿﺸﺮ ﻪﻓﺘ ﯽﻗﺪﯾﻤ ﻧﺎﻣﺤﺪو د ﮏﺳﻤﺒﻠﯿ ﻣﯿﻨﯿﻤﺎ ل نﺑﯿﮑﺮا ﺖﻇﺮاﻓ هوﯾﮋ ﻞﻣﺴﺘﻘ لﻣﺘﻌﺎد و ﺶﺗﺎﺑ ﻮﺗﻼﻟ نﻫﯿﺠﺎ بﺧﻮ یﺑﺎزار زﭘﯿﺸﺘﺎ ﺲﻟﻮﮐ ﻪﻧﺸﺎﻧ ﺳﻬﻮل ت اﺳﺘﻔﺎد ه قﺧﺎر هاﻟﻌﺎد ﺖﻟﻄﺎﻓ ی ﻋﺎدﺮﻏﯿ ﺖ ﺷﻬﺎﻣﺎﺑ ﺐﻣﺘﻨﺎﺳ ﻪ ﺗﻮﺟﺐﺟﻠ ﻦﺑﻬﺘﺮﯾ ﺲﺣ ﻢﭼﺸ زﻧﻮا ﺮ ﮔﯿﻪﮔﻮﺷ ﺖﺷﮕﻔ ﺰاﻧﮕﯿ ل ﻣﻌﻤﻮﺮﻏﯿ ﺮ ﺳهﺧﯿﺮ هدرﺧﺸﻨﺪ قاﺷﺘﯿﺎ ﯽﺧﻮﺑﺮوﯾ ﻪاﺣﻤﻘﺎﻧ حرو دارای ﯽﺧﻮدﺧﻮاﻫ هﺧﯿﺮ هﮐﻨﻨﺪ ﺐﺟﺎﻟ ﯽ داﺷﺘﻨﺖدوﺳ ﯽ ﻃﻠﺒیﺑﺮﺗﺮ ﻪﺑﺮﺟﺴﺘ ﻪﺟﺮﻗ هﺑﺎﻣﺰ 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
- 20. Limit the Domain:Inspiration by Avestan Alphabet forms
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- 23. Modeling 180 concepts by Matrix so^ware of Jewelry (Varied texture, color, gems…)
- 45. ﻁطﺭرﺍاﺡحﯼی ﺏبﺥخﺵش ﺩدﺭرﺏبﻉعﺩدﯼی 3 ﻡمﺩدﻝلﻩهﺍاﯼی
- 55. Choosing 5 most different forms o f c o n c e p t s t o t e s t
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- 66. R E SU L T S Y N T H E S I S OF
- 68. Trend 4 45 50 55 60 65 70 75 80 85 Luxury Pres)ge Valuable Cheery Charming Marvellous Impressive Unique Fantazy Glamorous Elegant New-‐fashioned 45 50 55 60 65 70 75 80 85 Cheery Fantazy Pres)ge Luxury Marvellous Unique Glamorous Impressive New-‐fashioned Charming Valuable Elegant Trend 1
- 71. ﻩهﺍا ﻁطﺭرﺡح ﺏبﻩهﻥنﺱسﺏبﺕت ﻡمﺭرﺩد ﻭو ﺯزﻥن ﮎکﻥنﻥنﺩدﮒگﺍاﻥن ﺵشﺭرﮎکﺕت ﺩدﯼیﺩدﮒگﺍاﻩه ﺕتﻑفﺍاﻭوﺕت Elegant FemaleMale Charming Unique Cheery
- 72. 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
- 73. Marvelous E l eg a n t
- 76. E l eg a n t Glamorous V a l u a b l e
- 81. T h an k s Q u e s t i o n ? Mobina.nouri.1@city.ac.uk Centre of creativity in professional practice HCDI, Informatics Department City University London