DEFINITION AND REPRESENTATION OF USER EXPERIENCE INTENTIONS IN THE EARLY PHASE OF THE INDUSTRIAL DESIGN PROCESS: A FOCUS ON THE KANSEI PROCESS Ph.D. defense Promoter: Alexandre Gentner Jury: Toshimasa Yamanaka Tsukuba University, Professor Jean-Bernard Martens Eindhoven University, Professor Shirley Coleman Newcastle University, Technical Director Carole Favart Toyota Motor Europe, General Manager Daniel Esquivel Toyota Motor Europe, Senior Kansei Engineer Advisor: Carole Bouchard Arts&Métiers ParisTech, Professor Co-advisor: Jean-François Omhover Arts&Métiers ParisTech, Senior Lecturer
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Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
PASSIOn
EMOTIOnS
CREATIVITY
EXPERIEnCE
Definition anD representation of user experience intentions in the early phase of the inDustrial Design processIndustrIal and research contextlIterature revIew Usersrsquo experiences with prodUcts indUstrial design process experience-centred design activities research qUestion and hypothesesexperiments exp 1 User experience and the kansei process exp 2 kansei representations - inpUts from designers exp 3 kansei representations - inpUts from Users exp 4 kansei representations - inpUts from a design team exp 5 experience-centred concept development projectscontrIbutIons academic contrIbutIons IndustrIal contrIbutIonsconclUsion and perspectives
Literature review research question eXPeriMents contributions concLusion
4
TOYOTA MOTOR EuROPE - KAnSEI dESIgnbull Unique within the Toyota groupbull ldquoKansei-drivenrdquo divisionbull Evolution in terms of approach taken and fields takled
TOYOTA MOTOR CORPORATIOnbull Automotive contextbull RampD centres distributed around the globebull ldquoEngineering-drivenrdquo corporation
TME-KD over time
Toyota RampD in the world
IndustrIal Context
COnTEXT
Toyota Motor North America Inc(TMA)
Toyota Motor Europe NvSA(TME)
Toyota Motor Corporation(TMC)
Toyota Motor Asia PacificPte Ltd (TMAP-MS)
Timeline2003 2014
Present PhD research
Approach taken
Fields tackled
Experience-based and intuitive thinking
Analytic thinking
Multi-sensory perceptionResponse to perception
Interaction
Integrative thinking
Experience
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
PAST RESEARChES AT lCPI bull All design activities are coveredbull Psychological measurements with multi sensory stimulibull No physiological or behavioural measurements
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
Design informational cycle of an early representation
GenerationKim 2011 Rieuf 2013
Evaluation amp Decision
Mantelet 2006
Communication
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte Leacutevy
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
6
COnTEnT Of ThE lITERATuRE REVIEwbull Three main notions - Usersrsquo experiences with products - Experience-centred design activities - Industrial design process
bull Common multi-cultural context (age gender function)
Notions covered by the literature review
lITERATuRE REVIEw
IntroduCtIon
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
CULTURAL
ENvIRONMENT
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
PASSIOn
EMOTIOnS
CREATIVITY
EXPERIEnCE
Definition anD representation of user experience intentions in the early phase of the inDustrial Design processIndustrIal and research contextlIterature revIew Usersrsquo experiences with prodUcts indUstrial design process experience-centred design activities research qUestion and hypothesesexperiments exp 1 User experience and the kansei process exp 2 kansei representations - inpUts from designers exp 3 kansei representations - inpUts from Users exp 4 kansei representations - inpUts from a design team exp 5 experience-centred concept development projectscontrIbutIons academic contrIbutIons IndustrIal contrIbutIonsconclUsion and perspectives
Literature review research question eXPeriMents contributions concLusion
4
TOYOTA MOTOR EuROPE - KAnSEI dESIgnbull Unique within the Toyota groupbull ldquoKansei-drivenrdquo divisionbull Evolution in terms of approach taken and fields takled
TOYOTA MOTOR CORPORATIOnbull Automotive contextbull RampD centres distributed around the globebull ldquoEngineering-drivenrdquo corporation
TME-KD over time
Toyota RampD in the world
IndustrIal Context
COnTEXT
Toyota Motor North America Inc(TMA)
Toyota Motor Europe NvSA(TME)
Toyota Motor Corporation(TMC)
Toyota Motor Asia PacificPte Ltd (TMAP-MS)
Timeline2003 2014
Present PhD research
Approach taken
Fields tackled
Experience-based and intuitive thinking
Analytic thinking
Multi-sensory perceptionResponse to perception
Interaction
Integrative thinking
Experience
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
PAST RESEARChES AT lCPI bull All design activities are coveredbull Psychological measurements with multi sensory stimulibull No physiological or behavioural measurements
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
Design informational cycle of an early representation
GenerationKim 2011 Rieuf 2013
Evaluation amp Decision
Mantelet 2006
Communication
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte Leacutevy
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
6
COnTEnT Of ThE lITERATuRE REVIEwbull Three main notions - Usersrsquo experiences with products - Experience-centred design activities - Industrial design process
bull Common multi-cultural context (age gender function)
Notions covered by the literature review
lITERATuRE REVIEw
IntroduCtIon
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
CULTURAL
ENvIRONMENT
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Definition anD representation of user experience intentions in the early phase of the inDustrial Design processIndustrIal and research contextlIterature revIew Usersrsquo experiences with prodUcts indUstrial design process experience-centred design activities research qUestion and hypothesesexperiments exp 1 User experience and the kansei process exp 2 kansei representations - inpUts from designers exp 3 kansei representations - inpUts from Users exp 4 kansei representations - inpUts from a design team exp 5 experience-centred concept development projectscontrIbutIons academic contrIbutIons IndustrIal contrIbutIonsconclUsion and perspectives
Literature review research question eXPeriMents contributions concLusion
4
TOYOTA MOTOR EuROPE - KAnSEI dESIgnbull Unique within the Toyota groupbull ldquoKansei-drivenrdquo divisionbull Evolution in terms of approach taken and fields takled
TOYOTA MOTOR CORPORATIOnbull Automotive contextbull RampD centres distributed around the globebull ldquoEngineering-drivenrdquo corporation
TME-KD over time
Toyota RampD in the world
IndustrIal Context
COnTEXT
Toyota Motor North America Inc(TMA)
Toyota Motor Europe NvSA(TME)
Toyota Motor Corporation(TMC)
Toyota Motor Asia PacificPte Ltd (TMAP-MS)
Timeline2003 2014
Present PhD research
Approach taken
Fields tackled
Experience-based and intuitive thinking
Analytic thinking
Multi-sensory perceptionResponse to perception
Interaction
Integrative thinking
Experience
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
PAST RESEARChES AT lCPI bull All design activities are coveredbull Psychological measurements with multi sensory stimulibull No physiological or behavioural measurements
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
Design informational cycle of an early representation
GenerationKim 2011 Rieuf 2013
Evaluation amp Decision
Mantelet 2006
Communication
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte Leacutevy
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
6
COnTEnT Of ThE lITERATuRE REVIEwbull Three main notions - Usersrsquo experiences with products - Experience-centred design activities - Industrial design process
bull Common multi-cultural context (age gender function)
Notions covered by the literature review
lITERATuRE REVIEw
IntroduCtIon
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
CULTURAL
ENvIRONMENT
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Literature review research question eXPeriMents contributions concLusion
4
TOYOTA MOTOR EuROPE - KAnSEI dESIgnbull Unique within the Toyota groupbull ldquoKansei-drivenrdquo divisionbull Evolution in terms of approach taken and fields takled
TOYOTA MOTOR CORPORATIOnbull Automotive contextbull RampD centres distributed around the globebull ldquoEngineering-drivenrdquo corporation
TME-KD over time
Toyota RampD in the world
IndustrIal Context
COnTEXT
Toyota Motor North America Inc(TMA)
Toyota Motor Europe NvSA(TME)
Toyota Motor Corporation(TMC)
Toyota Motor Asia PacificPte Ltd (TMAP-MS)
Timeline2003 2014
Present PhD research
Approach taken
Fields tackled
Experience-based and intuitive thinking
Analytic thinking
Multi-sensory perceptionResponse to perception
Interaction
Integrative thinking
Experience
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
PAST RESEARChES AT lCPI bull All design activities are coveredbull Psychological measurements with multi sensory stimulibull No physiological or behavioural measurements
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
Design informational cycle of an early representation
GenerationKim 2011 Rieuf 2013
Evaluation amp Decision
Mantelet 2006
Communication
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte Leacutevy
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
6
COnTEnT Of ThE lITERATuRE REVIEwbull Three main notions - Usersrsquo experiences with products - Experience-centred design activities - Industrial design process
bull Common multi-cultural context (age gender function)
Notions covered by the literature review
lITERATuRE REVIEw
IntroduCtIon
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
CULTURAL
ENvIRONMENT
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
PAST RESEARChES AT lCPI bull All design activities are coveredbull Psychological measurements with multi sensory stimulibull No physiological or behavioural measurements
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
Design informational cycle of an early representation
GenerationKim 2011 Rieuf 2013
Evaluation amp Decision
Mantelet 2006
Communication
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte Leacutevy
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
6
COnTEnT Of ThE lITERATuRE REVIEwbull Three main notions - Usersrsquo experiences with products - Experience-centred design activities - Industrial design process
bull Common multi-cultural context (age gender function)
Notions covered by the literature review
lITERATuRE REVIEw
IntroduCtIon
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
CULTURAL
ENvIRONMENT
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Literature review research question eXPeriMents contributions concLusion
5
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Literature review research question eXPeriMents contributions concLusion
5
PAST RESEARChES AT lCPI bull All design activities are coveredbull Psychological measurements with multi sensory stimulibull No physiological or behavioural measurements
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
Design informational cycle of an early representation
GenerationKim 2011 Rieuf 2013
Evaluation amp Decision
Mantelet 2006
Communication
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte Leacutevy
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
6
COnTEnT Of ThE lITERATuRE REVIEwbull Three main notions - Usersrsquo experiences with products - Experience-centred design activities - Industrial design process
bull Common multi-cultural context (age gender function)
Notions covered by the literature review
lITERATuRE REVIEw
IntroduCtIon
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
CULTURAL
ENvIRONMENT
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
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Literature review research question eXPeriMents contributions concLusion
5
PAST RESEARChES AT lCPI bull All design activities are coveredbull Psychological measurements with multi sensory stimulibull No physiological or behavioural measurements
dESIgn RESEARCh fIEldSbull User-centred approaches bull Three main influent fields
bull Action-research approach enable to observe implicit aspects of the design process Lawson 2004
Design informational cycle of an early representation
GenerationKim 2011 Rieuf 2013
Evaluation amp Decision
Mantelet 2006
Communication
This research in relation to design research approaches
researCh Context
COnTEXT
Kansei Engineering and ScienceNagamaschi Harada Yamanaka Schuumltte Leacutevy
Ergonomics and cognitive psychology in design
Norman Simon
user-centred approaches to design
Emotional and experience designJordan Hassenzahl Desmet Hekkert
This research
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
6
COnTEnT Of ThE lITERATuRE REVIEwbull Three main notions - Usersrsquo experiences with products - Experience-centred design activities - Industrial design process
bull Common multi-cultural context (age gender function)
Notions covered by the literature review
lITERATuRE REVIEw
IntroduCtIon
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
CULTURAL
ENvIRONMENT
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
6
COnTEnT Of ThE lITERATuRE REVIEwbull Three main notions - Usersrsquo experiences with products - Experience-centred design activities - Industrial design process
bull Common multi-cultural context (age gender function)
Notions covered by the literature review
lITERATuRE REVIEw
IntroduCtIon
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
CULTURAL
ENvIRONMENT
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
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Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
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scent button 3
+
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
Usersrsquo experiences with prodUcts
Kansei and Risei processes in the context of an interaction
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
RATIONAL UNDERSTANDING
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
user enVIronMent
COnCluSIOnCOnTRIbuTIOnS EXPERIMEnTSRESEARCh quESTIOnCOnTEXT lITERATuRE REVIEw
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
uSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUcts
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
7
dESCRIPTIOn Of ThE EnTITIESbull Relationships between perceived kansei qualities and - Userrsquos personal charateristics Medeiros et al 2008 Fenko et al 2010
Kansei-Experience descriptive framework (adaped from the literature)
lITERATuRE REVIEw
Usersrsquo experiences with prodUctsuSER EXPERIEnCE And KAnSEI PROCESSbull Occurs when a human interacts with his environ-ment Desmet amp Hekkert 2007 Hassenzahl 2010 Ortiacutez Nicoacutelas 2013
bull Complementary to rational processes leading to understanding Leacutevy Lee amp Yamanaka 2007
bull Kansei process as a link between the different entities Leacutevy Lee amp Yamanaka 2007 Ortiacutez Nicoacutelas 2013
bull Meaningbull Emotion
bull Sensory attributesbull Technical attributes
bull Action enabledbull Type of interface
bull Temporalbull Situational
bull Age genderbull Nationalitybull values and personalitybull Mindsetbull Memory
PERSONALCHARACTERISTICS
PERCEIvED KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
bull Four main activities Information (I) Generation (G) Evaluationampdecision (EampD) Communication (C)bull Phd context Creation of early representations conveying UX intentions
TOOlS And METhOdOlOgIES Byttebier et al 2009 Forlizzi 2008 IDEO 2003
bull Relying on different types of reasoning (inductive amp de-ductive or abductive) Dorst 2011
bull User treated as a partner or as a subject SandersampStappers 2008
- Desk researchMaterial library PEEST research- Field researchDay in a life guided tour error analysis- User involvement interviewsLaddering interviews Card sorting- User involvement elseCultural probes bodystorming- Exploration activitiesExperience prototyping engagement
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
9
dESIgn InfORMATIOn Bouchard et al 2009 Kim et al 2009
bull Exchanged by a design team in early design stagesbull Three levels of abstraction identified
lITERATuRE REVIEw
experience-centred design activities
Design information (Bouchard et al 2009 Kim et al 2009)
design informationcategories example related ux entity
H(High level)
value Security Personal characteristicsSemantic word Playful Kansei qualitiesAnalogy Like a rabbit Kansei qualitiesStyle Edge design Product
M(Middle level)
Context Leisure with family ContextFunctionality Modularity ProductSectorobject Tennis Product
L(Low level)
Form Square ProductColour Light blue ProductTexture Plastic Product
abstraction level
H
value
Semantic word
Analogy
Style
MContext
Functionality
Sectorobject
LForm
Colour
Texture
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
H
value
Semantic word
Analogy
Style
MContext
Functionality
Sectorobject
LForm
Colour
Texture
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
9
dESIgn InfORMATIOn Bouchard et al 2009 Kim et al 2009
bull Exchanged by a design team in early design stagesbull Three levels of abstraction identified
REPRESEnTATIOn Of dESIgn InTEnTIOnSbull Communication activitiesbull Five types of representation - Text-based Buijs 2012 Pruitt amp Adlin 2006
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
H
value
Semantic word
Analogy
Style
MContext
Functionality
Sectorobject
LForm
Colour
Texture
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
H
value
Semantic word
Analogy
Style
MContext
Functionality
Sectorobject
LForm
Colour
Texture
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
9
dESIgn InfORMATIOn Bouchard et al 2009 Kim et al 2009
bull Exchanged by a design team in early design stagesbull Three levels of abstraction identified
REPRESEnTATIOn Of dESIgn InTEnTIOnSbull Communication activitiesbull Five types of representation - Text-based Buijs 2012 Pruitt amp Adlin 2006
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp 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 exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
indUstrial design process
lITERATuRE REVIEw
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010 Koen et al 2002Kim amp Wilemon 2002 Sandemeier et al 2004)
Fuzzy and unpredictable Organised and structured
Innovation process
10
nCd And nPd STAgESbull Two from the four major stages of the industrial design processbull NCD creation of intellectual property Koen et al 2002
bull NPD design of consumable artifacts Ulrich amp Eppinger 2000
bull Innovation process uptake of intellectual property into new product develpment (NPD) Van de Ven 1986 Gero 2010
dESIgn TEAM Gibson 2004 Graff et al 2011
bull Culture = Gender function nationality
bull Able to provide a competitive advantagebull Some challenges to overcome
indUstrial design process
lITERATuRE REVIEw
Multicultural teams strengths and weaknesses (Gibson 2004 Graff et al 2011)
Multi-cultural teams
Strengths (+)
- More innovative- Higher adapability
Weaknesses (-)
- Decreased communication- Increased conflict
- Lower performance
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question exPeRiMents ContRibutions ConClusion
11
Usersrsquo experiences with prodUctsbull Relationships between experience entities are often studied one by one
EXPERIEnCE-CEnTREd dESIgn ACTIVITIESbull Representation-types rich in terms of design info and UX entities adressed are rare
InduSTRIAl dESIgn PROCESSbull Communication is crucial in early design stages (between members of a team between teams)
Synthesis of the literature review
synthesIs
lITERATuRE REVIEw
USERSrsquo EXPERIENCESWITH PRODUCTS
EXPERIENCE-CENTREDDESIGN ACTIvITIES
INDUSTRIALDESIGN PROCESS
Userrsquos kansei processExperience entities personal characteristics perceived kansei quality attributes of the environ (product interaction
context)
Multi-cultural design team
Complementary types
of thinking within a
design teamUse of representation to
improve mutual
understanding
The userrsquos culture is an important factor influen-cing Ux
Design activitiesDesign informationEarly representationTools and methodologies
NCD and NPDInnovation processDesign team
CULTURALENvIRONMENT
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review exPeriMentS ContributionS ConCLuSion
INDUSTRIAL DESIGN PROCESS
EXPERIENCE-CENTRED DESIGN ACTIvITIES
USERSrsquoEXPERIENCESWITH PRODUCTS CULTURAL
ENvIRONMENT
12Overview of the hypotheses - Link with literature review
hYPOThESES1 Usersrsquo experiences with products can be described with criteria related to the five experience entities
2 Early representations can convey design information related to all experience entities
3 Kansei-focused tools and methodologies can be inte-grated into an industrial design process
RESEARCh quESTIOn
ldquoHow can approaches centred on the kansei process support early design activitiesrdquo
research qUestion amp hypotheses
RESEARCh quESTIOn
HyPOTHESIS 1
HyPOTHESIS 2
HyPOTHESIS 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
Structure of the experiments
IPERSONAL
CHARACTERISTICSKANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT
KANSEI PROCESS
user enVIronMent
RELATIONSHIPS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
Structure of the experiments
I G CEampD
TOOLS AND METHODOLOGIES
REPRESENTATIONS OF INTENTIONS
DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPDUSE IN INDUSTRIAL DESIGN PROCESS
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
13
overview of the experiments
EXPERIMEnTS
EXP 1 - hYPOThESIS 1bull Describe user experiences as compositions of entities
EXP 2 3 And 4 - hYPOThESIS 2bull New methodologies for the definition and representation of UX intentions (I G EampD)bull New types of representations rich in term of design information conveyed (C)
EXP 5 - hYPOThESIS 3bull How can UX intentions be discussed in early design phases
Structure of the experiments
NCD
I G CEampD
NPD
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
14
exp 1User experience and the kansei process
EXPERIMEnTS
Repeat for up to four times
1 Report demographics
2 Enjoyable experience selection
3 General description
4 Perceived kansei qualities
description
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMentAIMbull Describe user experiences as compositions of entities
PROTOCOlbull 211 UX descriptions collected (189 international p)bull Participants selected freely a productbull Description of the experience with open questions and semantic differential scales
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entities
exp 1User experience and the kansei process
EXPERIMEnTS
Significant differences between personal characteristics sub-groups for electronic products
semantic descriptor (kq)
emotion (kq)
Age (PC) harmonious 20-29 gt 50+ amused
at ease30-39 gt 50+20-29 gt 30-39
Gender(PC)
social In fashion Chic elegant
20-29 gt20-29 gt20-29 gt
Curious 20-29 gt
Nationality(PC)
In fashion subtle social at ease
20-29 gt20-29 gt20-29 gt20-29 gt
passionate satisfied surprised
20-29 gt20-29 gt20-29 gt
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
exp 1User experience and the kansei process
EXPERIMEnTS
Age 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
211 descriptions clustered according to their KQ (HCA result)
Board game
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Diss
imila
rity
C14 C9
C5
C15 C4
C12 C6
C3
C8 C2 C10
C11 C7 C13 C1
- Comfortable- Chic elegant- Relaxed
- joyful- Active
- Proud- Stimulated
Context Literature review researCh question Contributions ConCLusion
15
RESulTS amp dISCuSSIOnSbull Causal relationships observed between descriptors from experience entitiesbull Hierarchical cluster analysis of the descriptions ac-cording to KQ 15 clusters
bull 15 UX harmonics identifiedbull Representative of experience directions
exp 1User experience and the kansei process
EXPERIMEnTS
211 descriptions clustered according to their KQ (HCA result)
Board game
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design informationAge 20-29
gender Female
Value Capable joyful Loving affectionate Open-minded
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
16
COnCluSIOnbull Relationships between experience entities could be considered all together
bull Experience directions could be identified (ie 15 UX harmonics)
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusionEXPERIMEnTS
17
exp 2 kansei representationUx harmonics translated by designers
1 Presentation of the 15 UX harmonics
(UXH)
3 Enrichement of the directions with pictures and
music
2 Association of project personas
and UXH
AIMbull Create kansei representations based on UX harmonicsbull What affects the perception of kansei representations (understanding of design info intrinsic kansei qualities)
CREATIOn PROTOCOlbull Creators Design team (selection) and designers (creation)bull Tool UX harmonic
3 UX harmonics
2 UX harmonics
2 UX harmonics
1 UX harmonic
2 UX harmonics
REjECTED
5 UX harmonics
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context ReseaRCh question ContRibutions ConClusion
abstraction level
Covered ux entities
EXPERIMEnTSexp 2 kansei representationUx harmonics translated by designers
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
19
EXPERIMEnTS
RESEARChbull 4 layouts testedbull 30 design team members - product planner engineer styling designer - female male
bull Evaluation of understanding of the design information conveyed (30 criteria)bull Evaluation of the intrinsic kansei qualities (4 criteria)
exp 2 kansei representationUx harmonics translated by designers
Evaluation of the layouts
The four types of layout presented to each participant
Experience context Easiness efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun amusing
Aesthetic
- Pleasant to touch
Interface
- Direct tangible
interface
Way of functioning
- Static product
Amount of users involved
- Several user
Engagement required
- Mental engagement
Function
- Communicate
- Entertain play
- Board games
- Books
- Camping tent
Terminal values
- Mature love
- True friendship
- Equality
Behavioral values
- Loving affectionate
- Helpful
- Cheerful
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Fun as a group Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Banana Pancakes
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
layout 1 Keywords
layout 2 Pictures
layout 3 Keywords + Pictures
layout 4 Keywords + Pictures + Music
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
20
EXPERIMEnTS
RESulTS amp dISCuSSIOnSparticipantsrsquo personal characteristicsbull Participantsrsquo function and gender have very limited impact on understanding of design info
layout of the representationsbull Distance between design info understood and inten-tion (top) - Sensory richness tends to lower it
bull Intinsic kansei qualities of the representation (bottom) - Sensory richness tends to increase it
exp 2 kansei representationUx harmonics translated by designers
Intrinsic kansei qualities
Distance to intention
OverallAttr of EnvironmentKansei
qualitiesPers Charact
9
5
3
2
1
4
6
7
8
OverallEfficiencyEase of useAppeal
5
3
1
0
2
4
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Keyw
ords
Pict
ures
Keyw
ords
+ P
ictu
res
Keyw
ords
+ P
ictu
res
+ M
usic
Crit
eria
with
sig
n h
igh
dist
ance
()
Ave
rage
rat
ing
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
21
EXPERIMEnTS
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull Sensory richness postively impacts reciprocal understanding and appeal of early representations
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 2 kansei representationUx harmonics translated by designers
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
22
AIMbull Can users be involved in the creation of multi sensory kansei representations bull What is their impact
fIRST ITERATIOn (SuMMARY)bull Participatory design session with current hybrid car drivers bull7 visual concrete- and abstract- and oriented directions as output
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
7 concrete- or abstract-oriented directions (1st iteration)
RefinementContrastPremiumGeometrial
Hue Complex composi-tion sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
23The resulting 12 Mood boxes created
MOOd bOXES - Mb (InPuT)bull Inspirational objects and materialsbull Automotive fabrics and paint samples
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
a serene amp peace of mind
b refinement
C energy
d different amp unexpected
1 technological amp innovation
2 smooth amp fluid
3 organic amp natural
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
24
exp 3 kansei representationparticipatory design sessions with Users
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
24
exp 3 kansei representationparticipatory design sessions with Users
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
24
exp 3 kansei representationparticipatory design sessions with Users
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
24
exp 3 kansei representationparticipatory design sessions with Users
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
24
exp 3 kansei representationparticipatory design sessions with Users
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
24
exp 3 kansei representationparticipatory design sessions with Users
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull nationality has more influence than gender for both association and selection activities
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Cultural-specific association (w sign diff) for the concrete direction ldquoOrganic amp naturalrdquo
tactile samples
auditory samples
olfactory samples
semantic keywords
emotion keywords
JP- very soft- soft- scattered grain
- minimalist- subtle
- gratified
EU- hard - nature
rythme 2- stands-out- finesse
- confident- enthusiastic
Four Mood-boxes part of the concrete direction ldquoOrganic amp naturalrdquo
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
25
RESEARChbull 41 European participantsbull 25 japanese participants
bull Quantitative information gathered from - Association of stimuli activities - Selection and rating activities
RESulTS And dISCuSSIOnbull Nationality has more influence than gender for both association and selection activities
bull Kansei representations related to the European image of future hybrid experience - PCA Mapping representation of MB and stimuli - HCA clusters of stimuli
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Visualisation of principal component analysis (PCA) and hierarchical cluster analysis (HCA)for european participants
active passive
more
less
1A
1B
1C
1D
2A 2B
2C
2D
3A
3B 3C
3D
epeaceful
econfident eserene
einspired
ecomfortable
erelaxed
eenthusiastic
esafe
efascinated
ejoyful
eintriguing
eexciting
ecurious
estimulated
edelighted
esatisfied
einterested egratified
s1
s2
s3
s4
s5
s6
s7
sd1
sd2
sd3
sd4
sd5
sd6
sd7
sd8
sd9
sd10
sd11
sd12
sd13
sd14
t1A
t1B
t1C
t2A
t2B
t2C
t2D
t3A
t3B
t3C
t3D
t4A
t4B
t4C
t4D
vharmonious
vclean
vnatural
vfinesse
velegance
vclever
vsimplicity
vlightweight
vsubtle
vsmooth
vleading-edge
vvibrant
vprecise
vfuturistic
vdynamic
vtimeless
vradical
vminimalist
vquiet
venergized
vauthentic
vstands-out
vsoft
EXTREME NATURE
ISOLATED SAMPLES
UNEXPECTED
INNOVATIVE AND HIGH-TECH
ZEN
SIMPLE BUT NOT SIMPLISTIC
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
26
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
26
EXPERIMEnTSexp 3 kansei representationparticipatory design sessions with Users
BMinimal and smooth fluidity CIntelligent and surprising high-tech
ALight and organic refinement
Inspiration atmosphere for styling designers (direction A)
Brief for material engineers (direction A)
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
KAnSEI REPRESEnTATIOn (OuTPuT)bull Composed of Mood-boxes sensory samples KQ keywords gesture cards
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
27
COnCluSIOnbull Multi sensory representation convey design informa-tion related to the five UX entities
bull The directions identified are specific to European (personal characteristics of users)
=gt contributes to discuss hypothesis 2 (wide range of design info)
exp 3 kansei representationparticipatory design sessions with Users
EXPERIMEnTS
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators USERS + DESIGNERStool MOOD BOXES + KANSEI CARDS + SENSORy SAMPLESadditional USERSrsquo INFLUENCE ON THE PROCESS
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
28
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamAIMbull Co-creation within a design team (engineer styling designers) of early representations
bull What is the impact of representation co-creation on generation design activities
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywords
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
kansei card family
abstraction level
Covered ux entities
29
KAnSEI CARdS (InPuT)bull 12 families of pictures and 3 families of keywordsbull Each family focuses on particular categories of design information
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Personal characteristics
Personal characteristicsKansei qualities Kansei qualities
Product att
Product att
Context att
Context att
Interaction att
Interaction att
design information
H(High level)
M(Middle level)
L(Low level)
H(High level)
M(Middle level)
L(Low level)
Animals(47 items)
Sports(37 items)
Localised gestures (35 items)
Natural landscapes(30 items)
Simple shapes (59 items)
Semantic descriptors (35 items)
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
30
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamCREATIOn PROTOCOlbull Creators design team (styling designers engineers)bull Tool Kansei cards 1 Discuss the project
context (identify key dimensions)
3 voting andor clustering activities
2 Co-mapping of the cards
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
31Example of workshop using Kansei cards
EXPERIMEnTSexp 4 kansei representationco-creation within a design teamKAnSEI REPRESEnTATIOn (OuTPuT)bull Weighted mapping of kansei cards
abstraction level
Covered ux entities
H(High level)
M(Middle level)
L(Low level)
Personal characteristics Kansei qualities
Product att
Context att
Interaction att
design information
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
32
RESEARChbull 4 multi-cultural design teams (4 pers each)bull 2x comparision ldquoControl grouprdquo vs ldquoTest grouprdquobull Evaluation of the concept generated
RESulTS amp dISCuSSIOnSbull Co-creation of kansei representations impacts - concept quantity +61 - high quality concepts (rated 2-3 stars) +52 bull Only two measurements for each condition (not enough to be statisically significant)
Concept ideas created by test and control groups
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
0
5
3
3
5
Control group
5
5
4
Control group
3
7
9
Test group
5
Test group
8
9
10
15
20
25
Am
ount
of i
deas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
33
COnCluSIOnbull Co-created mapping convey design information related to the five UX entities
bull Positive impact on generation activities
=gt contributes to discuss hypothesis 2 (wide range of design info)
EXPERIMEnTSexp 4 kansei representationco-creation within a design team
Contribution to hypothesis 2
NCD
I G CEampD
NPD
creators INDUSTRIAL DESIGN TEAM tool KANSEI CARDSadditional INFLUENCE ON GENERATION ACTIvITES
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
34
AIMbull How are kansei-focused representations created in prac-tice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
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 Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
34List of categories of design information (originally ldquofunctionalityrdquo)
AIMbull Broader picture of how kansei-focused tools and methodologies are used in practice
PROTOCOlbull Interview and report analysis related to 27 projectsbull Main focusing points - Context (purpose design team) - Design activities (reasoning audience repres type) - Design information conveyed
EXPERIMEnTSexp 5Use of kansei representation in an indUstrial context
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
abductive reasoning scientific reasoning
Context Literature review researCh question Contributions ConCLusion
35
RESulTS amp dISCuSSIOnS
exp 5Use of kansei representation in an indUstrial context
EXPERIMEnTS
ldquoexploratory conceptrdquo (ec) projects
Purpose Propose new experience concepts for future break-through productsdesign team members Multi-cultural internal and external to TME
Reasoning Mainly abductionAudience Managerial level Wide but fuzzy
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
COnCluSIOnbull Three project-types dealing with UX-intentionsbull Described in terms of context design activities and design information conveyed
=gt Validates hypothesis 3 in the case of toyota (integra-tion indus process)
exp 5Use of kansei representation in an indUstrial context
EXPERIMEnTS
Contribution to hypothesis 3
NCD
I G CEampD
NPD
36
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
Context Literature review researCh question Contributions ConCLusion
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question Contributions ConCLusion
EXP 2 3 And 4bull Tools and methodologies to - define UX directions - communicate of design information=gt hypothesis 2 design info related to all Ux entities
EXP 5bull Three project-types dealing with UX-intentionsbull Description in terms of context design activities and design information conveyed=gt hypothesis 3 integration into the toyota process
conclUsion of the experiments
EXPERIMEnTS
Overview Hypothesis - Experiments
NCD
I G CEampD
NPD
- CREATORS- TOOLS- REPRESENTATION TyPES- DESIGN INFORMATION CONvEyED
3 TyPOLOGIES OF PROjECTS DESCRIBED WITH - CONTEXT - DESIGN ACTIvITIES - DESIGN INFORMATION CONvEyED
UX CONSIDERED AS A COMPOSITION OF ENTITIES
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment(Product amp static context)
Abstract
- value- Personality
- Semantic descriptor- Emotion
- Style
- Lifestyle- Past experience- Mental capability- Skill
- visual att- Tactile att- Auditory att- Olfactory att- Other sensory att
PC KQPRODUCT
CONTEXTINTERACT
user enVIronMent
Context Literature review researCh question exPeriMents ConCLusion
38
MOdEl Of KAnSEI dESIgn InfORMATIOnbull Model representing categories of design information exchanged in early design activitiesbull Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)
aCadeMIC ContrIbutIons
COnTRIbuTIOnS
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
39Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
MulTI SEnSORY EARlY REPRESEnTATIOnSbull Two different types of representationsbull Differences in terms of - creation methodologies (tools creations) - design information conveyed
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Concrete
14 5
8
User Environ-ment
Abstract
Concrete
User Environ-ment
Abstract
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Kansei representations developed
Tools developed (UX harmonics kansei cards and Mood boxes)
Depends on cards used
Depends on cards used
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
Hue Complex compo-sition sophisticated colorsContrast of hue middleL-D contrast middle
EnergyDualityPower Dynamismjoy
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast middle
Different amp unexpectedForward lookingDynamicBold
Hue Bright saturated and vivid colorsContrast of hue highL-D contrast low
Context Literature review researCh question exPeriMents ConCLusion
40
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Use of the methodologies and kansei representations developed
Use of the tools developed (UX harmonics kansei cards and Mood boxes)
EC projects1
PLS projects2
PDD projects1
EC projects1
PLS projects2
PDD projects4
EC projects1
PLS projects1
PDD projects0
EC projects0
PLS projects1
PDD projects1
EC projects1
PLS projects2
PDD projects1
EC projects2
PLS projects3
PDD projects4
EC projects0
PLS projects2
PDD projects2
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question exPeriMents ConCLusion
40
IndustrIal ContrIbutIons
COnTRIbuTIOnS
Exampe of prescription and guidelines documents
Internal presentations (general RampD audience)
nEw KnOw-hOwbull Tools UX harmonics Kansei cards Mood-boxesbull Early representations visual and multi sensorybull different creators designers (EXP 2 amp 3) users (EXP 3) and design team (EXP 2 amp 4)bull Uptake in the Toyota research and pre-development projects
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question exPeriMents ConCLusion
41
uPTAKE In PROJECTSbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representations
COnTRIbuTIOnS
IndustrIal ContrIbutIons
Concrete
User Environ-ment
Abstract
An early representation (from EXP 2) and design information conveyed
User experience components
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasant to see
- Pleasant to smell
Interface
- Touchscreen
Location of use
- Outdoor
Function
- Display media content
- Learn
- Discover
- Smartphone
- Digital camera
Terminal values
- Exciting life
- Pleasure
- Wisdom
Behavioral values
- Broad-minded
- Independent
- Curious and
courageous
Personal values
TME-KD
USER PRODUCT INTERACTION and CONTEXT
Experience context Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question exPeriMents ConCLusion
41
nEw APPROACh In VEhIClE PRE-dEVElOPMEnTbull Lead to higher reciprocal understanding within the design teamsbull Different functional divisions were able to take ownership of the design information conveyed by the representationsbull Shared intention different expertises
COnTRIbuTIOnS
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
IndustrIal ContrIbutIons
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question exPeriMents Contributions
Toyota Motor Europersquos design centre (top) head office (middle) and RampD centre (bottom)
42
PERSPECTIVEbull Other types of representation (eg narrative interac-tive)
bull Link between intentions and final products - Use along the design process - Break-down in function-specific requirements
COnCluSIOnbull Link kansei studies and the industrial design processbull Definition and representation of UX intentions - Tools representations methodologies - Descriptive model of design information exchanged
conclUsion and perspectives
COnCluSIOn
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Context Literature review researCh question exPeriMents Contributions
43
COnCluSIOn
conclUsion and perspectivesJOuRnAl PublICATIOnS (2 submitted 1 published)bull gentner a Bouchard C Boisseau E Favart C (TBC) Representation of the intended user experience of a product during its early design stage International journal of Designbull gentner a Bouchard C Favart C (TBC) Participatory design sessions supporting the identification of user experience directions International journal of vehicle Designbull gentner a Bouchard C Esquivel D Favart C (2013) Mapping a multi-sensory identity territory at the early design stage Int journal of Affective Engineering 12(2)
COnfEREnCE PublICATIOnS (4 accepted 8 presented)bull gentner a Bouchard C (2014) Three types of experience-driven new concept development In T Abram W Karwowski T Marek (Eds) Proceedings of the 5th International Conference on Applied Human Factors and Ergonomicsbull gentner a Bouchard C Favart F (2014) Kansei-related design information exchange during early concept creation phases In Proceedings of the Kansei Engineering and Emotional Research confer-encebull gentner a Bouchard C Badoil A Favart F (2014) Kansei cards A visual tool supporting the investigation discussion and representation of the kansei-related intentions of a product to be de-signed In Proceedings of the Kansei Engineering and Emotional Research conferencebull Bouchard C gentner a (2014) About the nature of Kansei information from abstract to concrete In Proceedings of the Kansei Engineering and Emotional Research conferencebull gentner a Bouchard C Favart C (2013) Early user experience representation in an industrial context the kansei experience design approach In Proceedings of the 3rd Int Conf on Integration of Design Engineering amp Managementbull gentner a Bouchard C Favart C (2013) Investigating user experience as a composition of components and influencing factors In Proceedings of Int Association of Societies of Design Research conferencebull Bouchard C Bongard-Blanchy K Omhover jF gentner a (2013) Touchstorming and bodystorming A generative approach for the elaboration of a gesture database in interaction design In Pro-ceedings of Int Association of Societies of Design Research conferencebull Boisseau E Bouchard C gentner a Esquivel D (2013) Is ldquoPortrait Chinoisrdquo efficient to cluster mental images of a Target user In Proceedings of CONFERE conferencebull gentner a Bouchard C Esquivel D Oprea G (2012) Creativity comparison between japanese and European at the concept creation stage In Proceedings of the International Conference on De-sign Creativitybull gentner a Bouchard C Esquivel D Favart C (2012) Towards a platform for New Concept Development when kansei and design-thinking approaches meet In Proceedings of NordDesign confer-encebull gentner a Bouchard C Esquivel D Favart C (2012) Kansei design approaches for the new concept development process In Proceedings of CONFERE conferencebull gentner a Bouchard C Aoussat A Esquivel D (2012) Defining an identity territory for low emission cars through multi-sensory ldquoMood-boxesrdquo In Proceedings of the Kansei Engineering and Emo-tional Research conference
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
thank yoU
time for qUestions
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
SoA UX
Button 110
Page 1 Off
Page 721 Off
Page 732 Off
Tactile button 5
sound button 5
scent button 5
Tactile button 3
sound button 3
scent button 3
Definition anD representation of user experience intentions in the early phase of the inDustrial Design process a focus on the kansei process
PhD defense
Promoter Alexandre Gentner
Jury Toshimasa Yamanaka Tsukuba University Professor Jean-Bernard Martens Eindhoven University Professor Shirley Coleman Newcastle University Technical Director Carole Favart Toyota Motor Europe General Manager Daniel Esquivel Toyota Motor Europe Senior Kansei EngineerAdvisor Carole Bouchard ArtsampMeacutetiers ParisTech ProfessorCo-advisor Jean-Franccedilois Omhover ArtsampMeacutetiers ParisTech Senior Lecturer
