lec1112 - IE 597b Human Centered Product Design < Joint...

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1 IE 597b – Human Centered Product Design < Joint Lecture via Satellite > w Seoul National University, Seoul, S. Korea M. Yun 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. Æ A human decision problem ± It is an efficient way of assessment Æ 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 Æ (aesthetics) ?
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11 CHALLENGES Affective Quality Customer Needs User Centered Design User Centered Design ¾ Image/Impression ¾ Psychological Response ¾ Pleasantness ¾ Comfort ¾ Brand Identity ¾ Touch/Feel factor ¾ Affective Assessment ¾ Systematic approach ¾ unsystematic ¾ customer response ¾ Engineering of Affect Changes in Product Value Proposition ‘From Function’ to ‘Affective Quality’. z Customer taste, expects more than mere functionality z Affective aspects of VALUE PROPOSITION need to be explored z 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 ( 感性 ) : 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? ² 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 ² Functional analysis ² Multivariate approach ² Image Technology
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17 A Short History on Kansei Engineering ± 1980s, initiated in Japan ² By Nagamachi et. al., 1991 ² Statistical approach using multivariate analysis techniques ² Applied to various industry such as clothing, shoes, automotive, electronics etc. ² Known to western world since 1990s ± Late 1990s, ergonomics and human factors application ² Established as an academic research agenda in Asia, Europe and US. ² Sensibility Engineering, Behavioral Engineering, emotional design, affective design, affective engineering, hedonic quality of use etc… ² ISO TC 159 , Ergonomics, starts to discuss these aspects in 2000s ² Various research group in Europe , Asia, and US. ² Universities and companies in Netherlands : T/Eindhoven, Delft, Philips et ² Emotion-based, aesthetic engineering, sensibility engineering, pleasure of use, hedonics …. ..
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This note was uploaded on 03/01/2011 for the course IE 597b at Penn State.

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lec1112 - IE 597b Human Centered Product Design < Joint...

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