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Tutorial #17: Designing Pleasurable Products - beyond Usability

Patrick Jordan, Elizabeth Hofvenschiold

Tuesday, July 9th, 8:30 AM - 5:00PM

Audience:

Beginner, Intermediate, Advanced

ABSTRACT

This tutorial provides an introduction to 'affective human factors'. Affective approaches look both at and beyond usability in order to identify the factors which makes products not only useful and usable but also a positive pleasure to own and use. Methods and techniques for identifying affective user requirements and creating pleasurable products are also introduced.

AUDIENCE

This tutorial is suitable for all practitioners and researchers involved in the human factors of product design.

LEVEL OF DIFFICULTY

Beginner to experienced

KEYWORDS

Presentation Strategy:

Overview of Concept, Philosophy and Methodology

System, Product or Project Focus:

No specific system, product or project orientation

Topic Category:

Enhancing general usability skills

Topic Focus:

A possible new method, perception of quality/user satisfaction, user-centered design, pleasure-based human factors

DURATION

One full day

LEARNING OBJECTIVES

Participants should gain an overview of affective human factors - what it is, how to capture affective user requirements and how to meet these requirements through the design process.

MATERIAL COVERED

This tutorial will demonstrate methods and techniques for creating products that are not only usable, but which are also a positive pleasure to own and use.

Introduction. An introduction to the concept of pleasurable products is given. This is described in the context of a hierarchy of consumer needs which moves from functionality, through usability to pleasure with products.
The Four Pleasures. The four pleasures is a framework within which positive human experiences can be considered. This framework can be used as a means of structuring a product benefit specification the set of positive emotions and experiences that a particular product should engender. A series of examples will be given of products which have succeeded because of the positive experiences that they bring to their users.
Creating Pleasurable Products. This part of the tutorial will concentrate on how to design a product in order to engender a particular positive response. The link between the aesthetic, functional and interaction properties of a product and the responses to the product will be considered.
Methods. A number of methods will be described and demonstrated. These methods are suitable for the analysis of a designs affective properties and for generating concepts for pleasurable products. Persona-based ideation, a methodology for creating pleasurable product concepts will be demonstrated in depth.

HOW THE TUTORIAL WILL BE CONDUCTED

The tutorial will consist of a series of presentations given by the workshop instructor interwoven with a series of participant exercises addressing the issues covered in the presentations. During the tutorial there will a number of participant exercises. These are described in the schedule below.

SCHEDULE

9.00 - 9.30 Introduction of Presenter and Aims of the Workshop.
9.30 - 10.00 Presentation 1: Designing Pleasurable Products - Beyond Usability. This presentation introduces the concept of a hierarchy of user needs: from functionality, through usability to pleasurability.
10.00 - 11.00 Exercise 1: Case Studies: Our Pleasurable Products. Each participant will be asked to identify a product which they find particularly pleasurable to own or use and the qualities of that product which make it pleasurable. Selected participants will then be asked to share their thoughts with the group. These will be recorded on a flipchart and will be referenced as examples during the subsequent presentations.
11.00 - 11.30. Presentation 2: The Four Pleasures - a Framework for Affective Human Factors. This presentation will give an introduction to a framework which can be used to structure approaches to capturing affective user requirements. It will be demonstrated that pleasurable experiences can be thought of as falling into one or more of four categories. They are:
- Physical - to do with the body and the senses.
- Social - to do with human relationships and relationships within society
- Psychological - relating to cognitive processes and emotional reactions
- Ideological - to do with tastes and values
11.30 - 12.30 Exercise 2: Analysis of Great Designs. The participants will be divided into groups of six. The presenter will ask each group to consider a 'design classic' - a product which is acknowledged as having achieved success in the marketplace through being particularly pleasurable to own or use. Each group of participants will be asked to analyze the reasons why their designated product has been so pleasurable and successful.
2.00 - 2.30. Presentation 3: Creating Pleasurable Products. This presentation will look at the various elements that go to make up a product design. These include, for example, the functionality of a product, the design of the person-product interface and the product aesthetics. The relationship between these elements and user responses to the products will be discussed and illustrated.
2.30 - 3.30 Exercise 3: Product Benefit Specification. Each group of participants will be given a user group and product type to consider. They will be asked to compile a list of affective benefits which would be likely to make that product pleasurable for that user group and to suggest how the product might be designed in order to deliver these benefits to users.
3.30 - 4.00 Presentation 4: Methods. A number of new methods and techniques for capturing affective user requirements will be introduced. These will include both analytical and empirical approaches. Similarly a series of new methods and techniques for evaluating the pleasurability of products will be introduced. These methods are intended to build on and compliment, rather than replace, methods that are commonly used within current professional usability practice.
4.00 - 5.00. Exercise 4: Affective Human Factors Methods. Each group of participants will be allocated a method to use. The participants within each group will be asked to use their allocated method in order to evaluate a product supplied by the instructor or to capture affective user requirements for a particular product type. In the latter case the group members will be asked to use the methods on each other in order to identify what their own particular affective requirements for that product would be.
5.00 - 5.10 Review and Summary: The final presentation of the day will review what has been learned and summarize the main lessons.
5.10 - 5.30 Questions and Discussion: Participants will be given the chance to ask any outstanding questions which they may have and to discuss any issues which have arisen.

DESCRIPTION OF MATERIALS

Presentations will be made in PowerPoint. Each participant will be given a handout of these including space to make notes. Participants will also be given a complimentary copy of the paper 'Designing Pleasurable Products - Beyond Usability' which gives an overview and summary of affective human factors approaches.

MAXIMUM NUMBER OF PARTICIPANTS

100

Speaker Biographies:

PAT JORDAN

Dr. Patrick W. Jordan is an international design and marketing consultant, author and professional speaker. His theories and methodologies have influenced the design of many of the products that we find in our homes, cities and workplaces.

Pat is President and CEO of the Contemporary Trends Institute [CTI], an international trends and branding consultancy. Clients of CTI include multinational companies from many different industry sectors, including: aerospace, consumer goods, computers and IT, consumer electronics, medical, telecommunications, food and beverage and retail.

Pat is a former Vice-President of Symbian, where he was also head of design. Symbian is the world’s largest mobile-communications consortium, jointly owned by Motorola, Nokia, Psion, Ericsson, Sony and Panasonic. In addition, Symbian also licenses to Kenwood, Philips, Sanyo and Siemans. Prior to that he was head of the Trends and Identity Unit at the Philips Design group serving the Domestic Appliances and Personal Care divisions of Philips Electronics. This Division also includes the brands Philishave and Norelco. The Unit provided these divisions with support for the design and communication of brand Identity.

Dr. Jordan has been invited to lecture at conferences and seminars all over the world. He has over 70 publications in peer reviewed journals, books and conference proceedings. He has written or edited 5 books, three of which have reached # 1 in the Amazon.com category bestsellers lists, and is currently the world’s best selling author in his field. His books include Designing Pleasurable Products (Taylor and Francis 2000). This has become a standard design and marketing text within both industry and academia.

Pat has a visiting lectureship at London College of Fashion and is a guest lecturer at University College London and Westminster, Leeds, Limerick, Brunel, Pittsburgh and Loughborough Universities. Pat is also on the advisory board of Delft University where he reviews and advises on the university’s design research agenda and is a non-executive director of Sense Worldwide a leading international trends bureau. He has won numerous professional awards for design and related activities. His forthcoming books How to Make Brilliant Stuff that People Love and Make a Bunch of Money Out of It and Supertrends will be released by Wylie and Kogan-Page in 2002 and 2003.

Pat is head of the Trends and Strategy section of the Industrial Designers Society of America. He is featured in Marquis Who’s Who in the World and The Dictionary of International Biography. He currently holds the Nierenberg Chair at Carnegie-Mellon University, the most prestigious appointment in US design education.

BETH HOFVENSCHIOLD

Elizabeth Hofvenschiold is a design and marketing consultant specializing in brand strategy and the relationship between design and marketing. She has pioneered research into cultural differences, in particular with respect to the design and marketing of mobile phones and other information technology products. In 2001 she was honored by the UK Ergonomics Society for her work in this area.


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