lec11-17_ed

lec11-17_ed - IE597bHumanCenteredProductDesign...

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1 IE 597b – Human Centered Product Design < Joint Lecture via Satellite > w Seoul National University, Seoul, S. Korea M. Yun  Lecture 9, 2009. 11. 12. Engineering of Affect (KANSEI Engineering)
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2  Affect and Engineering, Why ? An instant evaluation of a product/service.   A human decision problem It is an efficient way of assessment   user’s part -> a heuristic approach.
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3 Competition to get customer attention Volvo S and V series (2004)
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4 Appeal and Quality, Its correlations 
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5 JD Power Data Base (2004)
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6 JD Power Survey
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7 Three different levels, Quality of Affect or Appeal
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8   Ordinary vs. Appealing in Mainland China, it  is deeply related to Culture Ordinary Ordinary Appealing Appealing
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9 Affective Design and Affective Process
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10 Human experience   (aesthetics) ?
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11 CHALLENGES Af f ect i ve Qual i t y Cust omer Needs User Cent er ed Desi gn User Cent er ed Desi gn I mage/ I mpr essi on Psychol ogi cal Response Pl easant ness Comf or t Br and I dent i t y Touch/ Feel f act or Af f ect i ve Assessment Syst emat i c appr oach unsyst emat i c cust omer r esponse Engi neer i ng of Af f ect Changes in Product Value Proposition ‘From Function’ to ‘Affective Quality’.  Customer taste, expects more than mere functionality Affective aspects of VALUE PROPOSITION need to be explored Affective quality and its assessment is an important process tool
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12 Circumplex Model of Affect
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13 Circumplex Model of Affect
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14 Sense and Pleasure-Arousal Hypothesis
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15 Affect and its origin (Liu, 2002)
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16 Definition Kansei  ( )  :  An  integrated  emotional  response  such  as  comfort,  feeling  of luxuriousness, and openness resulted from the sensory response to the external stimuli   The  Japanese  term,  ‘Kansei  Engineering”,  summarized  as  the  analysis  of  human expression of feelings on a product (Nagamachi, 1995).  Kansei Engineering? To  understand  user’s  emotional  needs  as  opposed  to functional needs relevant to the design of a products that users really want and sometimes cannot describe clearly. Techniques of Kansei Engineering Functional analysis Multivariate approach Image Technology
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17 A Short History on Kansei Engineering 1980s, initiated in Japan By Nagamachi et. al., 1991 Statistical approach using multivariate analysis techniques Applied to various industry such as clothing, shoes, automotive, electronics etc.
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lec11-17_ed - IE597bHumanCenteredProductDesign...

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