EXPERIENCE-DRIVEN NEW CONCEPT DEVELOPEMENT PROJECTS: DIFFERENCES IN CONTEXT, DESIGN ACTIVITIES, AND DESIGN INFORMATION CONVEYED Authors: Alexandre Gentner Arts&Métiers ParisTech, Ph.D. Carole Bouchard Arts&Métiers ParisTech, Professor 5th International AHFE Conference | 19 - 23 JULY 2014 | Kraków, Poland 2nd International Conference on Affective and Pleasurable Design
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Experience-driven new concept development projects
Full title: Experience-driven new concept development projects: differences in context, design activities, and design information conveyed
Presentation material used at the 5th International Conference on Applied Human Factors and Ergonomics (AHFE 2014)
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ExpEriEncE-drivEn nEw concEpt dEvElopEmEnt projEcts: differences in context, design activities, and design information conveyed
5th International AHFE Conference | 19 - 23 JULY 2014 | Kraków, Poland2nd International Conference on Affective and Pleasurable Design
KANSEI-rElAtEd dESIgN INformAtIoN ExchANgE durINg coNcEpt crEAtIoN phASESContextLiterature review industriaL design proCess Users’experienceswithprodUcts experienCe-Centred design aCtivities researchqUestionandhypothesisexperiment researchprotocoL “expLoratoryconcept”projects “prodUctLiningstrategy”projects “pre-deveLopmentdirection”projects overviewConCLusion aCademiC Contributions industriaL Contributions ConCLusion and perspeCtives
Literature review research question eXPeriMent concLusion
3
ToyoTa moTor corporaTion• Automotive context• R&D centres distributed around the globe• “Engineering-driven” corporation
ToyoTa moTor europe - Kansei design• “Experience-driven” approach• Experience from multi sensory & interaction• Combination of scientific- and sensitivity-based apporaches
Toyota R&D in the world
IndustrIal and research context
conTexT
Toyota Motor North America, Inc(TMA)
Toyota Motor Europe NV/SA(TME)
Toyota Motor Corporation(TMC)
Toyota Motor Asia PacificPte Ltd (TMAP-MS)
Literature review research question eXPeriMent concLusion
4
IndustrIal and research context
conTexT
ENG. PRE-DEVELOPMENT
STYLING
ENG. DEVELOPMENT
projecT researched: early phase of a vehicle developmenT process
target user experienceCONCEPT STAGE
target design brief
confirm target
Context ReseaRCh question exPeRiMent ConClusion
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ncd and npd sTages• Two from the four major stages of the industrial design process• NCD: creation of intellectual property Koen et al. 2002
• NPD: design of consumable artifacts Ulrich & Eppinger 2000
IndustrIal desIgn process
liTeraTure review
Industrial design process (adapted from Buijs 2012)
New concept development (NCD)
New productdevelopment (NPD)
CommercialisationProduct use
Context ReseaRCh question exPeRiMent ConClusion
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ncd and npd sTages• Two from the four major stages of the industrial design process• NCD: creation of intellectual property Koen et al. 2002
• NPD: design of consumable artifacts Ulrich & Eppinger 2000
• Differences in terms nature of work, funding, activity, measure of progress Koen et al. 2002, Kim & Wilemon 2002, Sandemeier et al. 2004)
• Project is influenced by the novely of the product devel-opped (i.e. breakthrough, platform, incremental) Wheelwright & Clark, 1992
IndustrIal desIgn process
liTeraTure review
Fuzzy and unpredictable Organised and structured
New concept development (NCD)
New productdevelopment (NPD)
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010, Koen et al. 2002,Kim & Wilemon 2002, Sandemeier et al. 2004)
Context ReseaRCh question exPeRiMent ConClusion
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user experience and Kansei process• Occurs when a human interacts with his environ-ment Desmet & Hekkert 2007, Hassenzahl 2010, Ortíz Nicólas 2013
• Complementary to rational processes leading to understanding Lévy, Lee, & Yamanaka 2007
• Kansei process as a link between the different entities Lévy, Lee, & Yamanaka 2007, Ortíz Nicólas 2013
Kansei-Experience descriptive framework (adaped from the literature)
liTeraTure review
Users’ experiences with prodUcts
• Meaning• Emotion
• Sensory attributes• Technical attributes...
• Action enabled• Type of interface...
• Temporal• Situational...
• Age, gender• Nationality• Values and personality• Mindset• Memory
design informaTion Bouchard et al 2009, Kim et al. 2009, Gentner 2014
• Exchanged by a design team in early design stages• Three levels of abstraction identified• Related to the five different UX entities
represenTaTion of design inTenTions• Communication activities (exchange of design info.)• Five types of representation: - Text-based Buijs 2012, Pruitt & Adlin 2006
H - The nature of design activities undertaken and the design information exchanged during experience-driven NCD projects depends on the context and purpose of
these projects.
research quesTion
“How can experience-driven NCD projects be charactersied and compared?”
research questIon & hypothesIs
research quesTion
Structure of the experiment
NCD
I G CE&D
NPD
Project context UX intentions/Concept directions
H
Value
Semantic word
Analogy
Style
MContext
Functionality
Sector/object
LForm
Colour
Texture
H
Value
Semantic word
Analogy
Style
MContext
Functionality
Sector/object
LForm
Colour
Texture
nature oF desIgn actIVItIes ?desIgn InForMatIon exchanged?
Context Literature review researCh question ConCLusion
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daTa gaThering• Interview and report analysis related to 27 projects• Main focusing points: - Purpose - Design activity (reasoning, user involv., repres. type) - Design information conveyed
experimenT
research protocol
Repeat for the 27 projects
1/ Project identification
2/ Analysis of reports
3/ Inteviews with team members
4/ Compari-son of the info.
gathered
Context Literature review researCh question ConCLusion
10
daTa gaThering• Interview and report analysis related to 27 projects• Main focusing points: - Purpose - Design activity (reasoning, user involv., repres. type) - Design information communicated
• 3 types of projects could be identified: - “Exploratory concept” - “Product lining strategies” - “Pre-developement direction”
Context Literature review researCh question ConCLusionexperimenT
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“exploratory concept” projects
Design information communicated
Video screenshots, storyboard, and interactive prototype (Window to the world project)
purpose• Propose new experience concepts for future break-through products• 11 EC projects identified
design acTiviTy• reasoning: Mostely based on designers’ sensitivity• user involvement: Insight• representation-type: Narrative and interactive
design informaTion communicaTed• Mainly abstract, not much focus on product attributes
design information categories
covered ux entities
H- Value- Semantic word- Analogy- Style
M- Action enabled- Sector object- Product chara.
L- Culture- Morphology- Gesture- Feedback- Multi sensory attri.
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
Inspiration atmosphere for styling designers and brief for material engineer (Gentner et al. 2013)
Context Literature review researCh question ConCLusionexperimenT
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“product lInIng strategIes” projectspurpose• Identify user experience logics and directions for future platform products• 10 PLS projects identified
design acTiviTy• reasoning: Balance scientific and sensitivity based• user involvement: Participatory design sessions• representation-type: Multi sensory and visual
design informaTion communicaTed• Combining concrete and abstract design information. Only limited consideration of context and interaction
Design information communicated
design information categories
covered ux entities
H- Value- Semantic word- Analogy- Style
M- Lifestyle - Sector object- Product chara.
L- Culture- Visual attri.- Tactile attri.
Personal characteristics Kansei qualities
Product att.
Context att.
Interaction att.
Context Literature review researCh question ConCLusionexperimenT
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“pre-deVelopMent dIrectIons” projectspurpose• Prepare grade and character strategies of future incre-mental products• 6 PLS projects identified
design acTiviTy• reasoning: Both abductive and inductive & deductive• user involvement: Evaluation activities• representation-type: Mostely visual
design informaTion communicaTed• Combining user- and product-related design information with intention in terms of kansei qualities
Design information communicated
design information categories
covered ux entities
Workshop and directions for wheel design (Gentner et al., 2014)
Context Literature review researCh question ConCLusion
discussion• Three project-types dealing with UX-intentions• Described in terms of design activity and design infor-mation conveyed• Differences and similarities can be observed
=> Permits to discuss and validate the hypothesis
overview
experimenT
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NCD NPD
Temporality of the NCD project types identified
exploratory concepts
product lInIng strategIes
pre-deVelopMe-nent dIrectIons
Model of kansei design information
User
Concrete
Environment(Product & static context)
Abstract
- Value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
Context Literature review researCh question exPeriMent conclusion
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model of Kansei design informaTion• Descriptive model
• Categories of design information exchanged in early design activities
• Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
acadeMIc contrIbutIons
Context Literature review researCh question exPeriMent conclusion
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IndustrIal contrIbutIons
Example of prescription and guidelines documents
improve The flow of design informaTion • Lead to higher reciprocal understanding within the de-sign teams• Different functional divisions are able to take ownership of the design information conveyed by the representations• Shared intention, different expertises
Characteristics of the main types of early representation
Level of focus:
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
STYLING DESIGNER
PRODUCT PLANNER
ENGINEER
Context Literature review researCh question exPeriMent
Toyota Motor Europe’s design centre (top), head office (middle), and R&D centre (bottom)
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perspecTive• Comparison with other organisations
• Link between intentions and final products: - Use along the design process - Break-down in function-specific requirements
conclusion• Link kansei studies and the industrial design process• Definition and representation of UX intentions: - Representations, design activities, design information - Descriptive model of design information exchanged