Experience-driven new concept development projects

ExpEriEncE-drivEn nEw concEpt dEvElopEmEnt projEcts: differences in context, design activities, and design information conveyed

Authors: Alexandre Gentner Arts&Métiers ParisTech, Ph.D. Carole Bouchard Arts&Métiers ParisTech, Professor

5th International AHFE Conference | 19 - 23 JULY 2014 | Kraków, Poland2nd International Conference on Affective and Pleasurable Design

KANSEI-rElAtEd dESIgN INformAtIoN ExchANgE durINg coNcEpt crEAtIoN phASESContextLiterature review industriaL design proCess Users’experienceswithprodUcts experienCe-Centred design aCtivities researchqUestionandhypothesisexperiment researchprotocoL “expLoratoryconcept”projects “prodUctLiningstrategy”projects “pre-deveLopmentdirection”projects overviewConCLusion aCademiC Contributions industriaL Contributions ConCLusion and perspeCtives

Literature review research question eXPeriMent concLusion

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ToyoTa moTor corporaTion• Automotive context• R&D centres distributed around the globe• “Engineering-driven” corporation

ToyoTa moTor europe - Kansei design• “Experience-driven” approach• Experience from multi sensory & interaction• Combination of scientific- and sensitivity-based apporaches

Toyota R&D in the world

IndustrIal and research context

conTexT

Toyota Motor North America, Inc(TMA)

Toyota Motor Europe NV/SA(TME)

Toyota Motor Corporation(TMC)

Toyota Motor Asia PacificPte Ltd (TMAP-MS)

Literature review research question eXPeriMent concLusion

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IndustrIal and research context

conTexT

ENG. PRE-DEVELOPMENT

STYLING

ENG. DEVELOPMENT

projecT researched: early phase of a vehicle developmenT process

target user experienceCONCEPT STAGE

target design brief

confirm target

Context ReseaRCh question exPeRiMent ConClusion

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ncd and npd sTages• Two from the four major stages of the industrial design process• NCD: creation of intellectual property Koen et al. 2002

• NPD: design of consumable artifacts Ulrich & Eppinger 2000

IndustrIal desIgn process

liTeraTure review

Industrial design process (adapted from Buijs 2012)

New concept development (NCD)

New productdevelopment (NPD)

CommercialisationProduct use


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ncd and npd sTages• Two from the four major stages of the industrial design process• NCD: creation of intellectual property Koen et al. 2002

• NPD: design of consumable artifacts Ulrich & Eppinger 2000

• Differences in terms nature of work, funding, activity, measure of progress Koen et al. 2002, Kim & Wilemon 2002, Sandemeier et al. 2004)

• Project is influenced by the novely of the product devel-opped (i.e. breakthrough, platform, incremental) Wheelwright & Clark, 1992

IndustrIal desIgn process

liTeraTure review

Fuzzy and unpredictable Organised and structured

New concept development (NCD)

New productdevelopment (NPD)

CommercialisationProduct use

Link and differences between NCD and NPD (Gero 2010, Koen et al. 2002,Kim & Wilemon 2002, Sandemeier et al. 2004)


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user experience and Kansei process• Occurs when a human interacts with his environ-ment Desmet & Hekkert 2007, Hassenzahl 2010, Ortíz Nicólas 2013

• Complementary to rational processes leading to understanding Lévy, Lee, & Yamanaka 2007

• Kansei process as a link between the different entities Lévy, Lee, & Yamanaka 2007, Ortíz Nicólas 2013

Kansei-Experience descriptive framework (adaped from the literature)

liTeraTure review

Users’ experiences with prodUcts

• Meaning• Emotion

• Sensory attributes• Technical attributes...

• Action enabled• Type of interface...

• Temporal• Situational...

• Age, gender• Nationality• Values and personality• Mindset• Memory

PERSONALCHARACTERISTICS

PERCEIVED KANSEI QUALITIES

PRODUCT ATTRIBUTES

CONTEXT ATTRIBUTES

INTERACTION ATT.

KANSEI PROCESS

user enVIronMent


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design acTiviTies Bouchard & Aoussat 2003, Cross 2008

• Four main activities: Information (I), Generation (G), Evaluation&decision (E&D), Communication (C)

experIence-centred desIgn actIVItIes

liTeraTure review

Design activities - design informational cycle (Bouchard & Aoussat 2003, Cross 2008)

I G E&D C

PROjECT CONTEXT

REPRESENTATIONS CONVEYING

A UX INTENTION


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design acTiviTies Bouchard & Aoussat 2003, Cross 2008

• Four main activities: Information (I), Generation (G), Evaluation&decision (E&D), Communication (C)

Tools and meThodologies Byttebier et al. 2009, Forlizzi 2008, IDEO 2003

• Rely on different types of reasoning Dorst 2011

- inductive & deductive (scientific approach) - abductive (sensitivitity based) • User treated as a partner or as a subject Sanders&Stappers 2008


liTeraTure review

Design activities - design informational cycle (Bouchard & Aoussat 2003, Cross 2008)

I G E&D C

PROjECT CONTEXT

REPRESENTATIONS CONVEYING

A UX INTENTION

- 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...

- Abductive creativity tools and methodologiesHarvey cards, lotus blossom...- “Scientific” creativity tools and methodologiesUX principles, SKIPPI...- Participatory design sessionsScenario, projection, collages...

- Convergence tools and methodologiesEnhancement checklist, 6 thinking hats...- Expert panelExpert evaluation, heuristic evaluation...- Psychological measurementsSD scales, PrEmo, over time (iScale)...- Physiological measurementsHeart rate, electroencephalography...- Behavioural measurementsEye-tracking, behaviour coding...

Categories of tools and methodologies supporting design activities

I g e&d


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design informaTion Bouchard et al 2009, Kim et al. 2009, Gentner 2014

• Exchanged by a design team in early design stages• Three levels of abstraction identified• Related to the five different UX entities

liTeraTure review


Categories of design information (Bouchard et al 2009, Kim et al. 2009, Gentner 2014)

design informationcategories related ux entity

H(High level)

Value User’s personal characteristics

Semantic descriptor User’s perceived kansei quality

Emotion User’s perceived kansei quality

Style Product attributes

M(Middle level)

Lifestyle User’s personal characteristics

Interface characteristic Interaction attributes

Action enabled Interaction attributes

Product characteristic Product attributes

Sector/object Product attributes

Physical context Context attributes

Temporal context Context attributes

L(Low level)

Culture User’s personal characteristics

Morphology User’s personal characteristics

Gesture Interaction attributes

Feedback Interaction attributes

Visual attribute Product attributes

Tactile attribute Product attributes

Auditory attribute Product attributes

Olfactory attribute Product attributes

abstraction level

H

Value

Semantic word

Analogy

Style

MContext

Functionality

Sector/object

LForm

Colour

Texture

Personal characteristics Kansei qualities

Product att.

Context att.

Interaction att.

H

Value

Semantic word

Analogy

Style

MContext

Functionality

Sector/object

LForm

Colour

Texture


Product att.

Context att.

Interaction att.


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design informaTion Bouchard et al 2009, Kim et al. 2009, Gentner 2014

• Exchanged by a design team in early design stages• Three levels of abstraction identified• Related to the five different UX entities

represenTaTion of design inTenTions• Communication activities (exchange of design info.)• Five types of representation: - Text-based Buijs 2012, Pruitt & Adlin 2006

- Picture-based Baxter 1995, Eckert & Stacey 2000

- Multi sensory Schifferstein & Desmet 2008

- Narrative Sanders 2006, Buxton 2007, Sears & Jacko 2007

- Interactive Koskinen & Lee 2009, Buchenau et al. 2000

• Differences in terms of design information communicated

Characteristics of two types of early representation

liTeraTure review

experIence-centred desIgn actIVItIestitle Visual theme boards

(picture-based)Storyboard scenario

(narrative)

example

related design information

covered ux entities

Context Literature review exPeriMent ConCLusion

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hypoThesis

H - The nature of design activities undertaken and the design information exchanged during experience-driven NCD projects depends on the context and purpose of

these projects.

research quesTion

“How can experience-driven NCD projects be charactersied and compared?”

research questIon & hypothesIs

research quesTion

Structure of the experiment

NCD

I G CE&D

NPD

Project context UX intentions/Concept directions

H

Value

Semantic word

Analogy

Style

MContext

Functionality

Sector/object

LForm

Colour

Texture

H

Value

Semantic word

Analogy

Style

MContext

Functionality

Sector/object

LForm

Colour

Texture

nature oF desIgn actIVItIes ?desIgn InForMatIon exchanged?

Context Literature review researCh question ConCLusion

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daTa gaThering• Interview and report analysis related to 27 projects• Main focusing points: - Purpose - Design activity (reasoning, user involv., repres. type) - Design information conveyed

experimenT

research protocol

Repeat for the 27 projects

1/ Project identification

2/ Analysis of reports

3/ Inteviews with team members

4/ Compari-son of the info.

gathered


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daTa gaThering• Interview and report analysis related to 27 projects• Main focusing points: - Purpose - Design activity (reasoning, user involv., repres. type) - Design information communicated

• 3 types of projects could be identified: - “Exploratory concept” - “Product lining strategies” - “Pre-developement direction”

experimenT

research protocol

Repeat for the 27 projects

1/ Project identification

2/ Analysis of reports

3/ Inteviews with team members

4/ Compari-son of the info.

gathered

H- Value- Semantic word- Analogy

M- Lifestyle- Interface chara.- Action enabled- Sector object- Physical contxt- Temp. contxt

L- Culture- Gesture- Feedback


Product att.

Context att.

Interaction att.

Context Literature review researCh question ConCLusionexperimenT

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“exploratory concept” projects

Design information communicated

Video screenshots, storyboard, and interactive prototype (Window to the world project)

purpose• Propose new experience concepts for future break-through products• 11 EC projects identified

design acTiviTy• reasoning: Mostely based on designers’ sensitivity• user involvement: Insight• representation-type: Narrative and interactive

design informaTion communicaTed• Mainly abstract, not much focus on product attributes

design information categories

covered ux entities

H- Value- Semantic word- Analogy- Style

M- Action enabled- Sector object- Product chara.

L- Culture- Morphology- Gesture- Feedback- Multi sensory attri.


Product att.

Context att.

Interaction att.

Inspiration atmosphere for styling designers and brief for material engineer (Gentner et al. 2013)


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“product lInIng strategIes” projectspurpose• Identify user experience logics and directions for future platform products• 10 PLS projects identified

design acTiviTy• reasoning: Balance scientific and sensitivity based• user involvement: Participatory design sessions• representation-type: Multi sensory and visual

design informaTion communicaTed• Combining concrete and abstract design information. Only limited consideration of context and interaction



covered ux entities

H- Value- Semantic word- Analogy- Style

M- Lifestyle - Sector object- Product chara.

L- Culture- Visual attri.- Tactile attri.


Product att.

Context att.

Interaction att.


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“pre-deVelopMent dIrectIons” projectspurpose• Prepare grade and character strategies of future incre-mental products• 6 PLS projects identified

design acTiviTy• reasoning: Both abductive and inductive & deductive• user involvement: Evaluation activities• representation-type: Mostely visual

design informaTion communicaTed• Combining user- and product-related design information with intention in terms of kansei qualities



covered ux entities

Workshop and directions for wheel design (Gentner et al., 2014)


discussion• Three project-types dealing with UX-intentions• Described in terms of design activity and design infor-mation conveyed• Differences and similarities can be observed

=> Permits to discuss and validate the hypothesis

overview

experimenT

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NCD NPD

Temporality of the NCD project types identified

exploratory concepts

product lInIng strategIes

pre-deVelopMe-nent dIrectIons

Model of kansei design information

User

Concrete

Environment(Product & static context)

Abstract

- Value- Personality

- Semantic descriptor- Emotion

- Style

- Lifestyle- Past experience- Mental capability- Skill

- Interface characteristic- Action enabled- Temporal context

- Product characteristic- Sector/object- Physical context

- Culture (demographics)- Morphology- Physical capability

- Gesture- Feedback

- Visual att.- Tactile att.- Auditory att.- Olfactory att.- Other sensory att.

Context Literature review researCh question exPeriMent conclusion

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model of Kansei design informaTion• Descriptive model

• Categories of design information exchanged in early design activities

• Experience entity dimension (horizontal) in addition to the original abstraction dimension (vertical)

acadeMIc contrIbutIons

Context Literature review researCh question exPeriMent conclusion

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IndustrIal contrIbutIons

Example of prescription and guidelines documents

improve The flow of design informaTion • Lead to higher reciprocal understanding within the de-sign teams• Different functional divisions are able to take ownership of the design information conveyed by the representations• Shared intention, different expertises

Characteristics of the main types of early representation

Level of focus:

Concrete

User Environ-ment

Abstract

Concrete

User Environ-ment

Abstract

Concrete

User Environ-ment

Abstract

STYLING DESIGNER

PRODUCT PLANNER

ENGINEER

Context Literature review researCh question exPeriMent

Toyota Motor Europe’s design centre (top), head office (middle), and R&D centre (bottom)

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perspecTive• Comparison with other organisations

• Link between intentions and final products: - Use along the design process - Break-down in function-specific requirements

conclusion• Link kansei studies and the industrial design process• Definition and representation of UX intentions: - Representations, design activities, design information - Descriptive model of design information exchanged

conclusIon and perspectIVes

conclusion

thank you!!!

tIMe For questIons

Contact:[email protected] material available on slideshare.net

ExpEriEncE-drivEn nEw concEpt dEvElopEmEnt projEcts: differences in context, design activities, and design information conveyed

Authors: Alexandre Gentner Arts&Métiers ParisTech, Ph.D. Carole Bouchard Arts&Métiers ParisTech, Professor

5th International AHFE Conference | 19 - 23 JULY 2014 | Kraków, Poland2nd International Conference on Affective and Pleasurable Design


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overview

experimenT

abductive reasoning scientific reasoning

resulTs & discussions“exploratory concept” (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

intermediate representations: Visual, narrativefinal representations: Narrative, interactive

categories: Mainly abstract, not much focus on product attributes

“product lining strategy” (pls) projects

purpose: Identify user experience logics and directions for future platform productsdesign team: Multi-cultural, mostely internal to TME

reasoning: Balanced between abductive and scientificaudience: Managerial & working level/ Clear and rather large

intermediate representations: Multi sensory, visualfinal representations: Narrative (limited), multi sensory, visual

categories: Combining concrete and abstract design information. Only limited consideration of context and interaction

“pre-development direction” (pdd) projects

purpose: Prepare grade and character strategies of future incre-mental productsdesign team: Multi-cultural, only internal to TME

reasoning: Balanced between abductive and scientificaudience: Managerial & working level/ Clear and specific

intermediate representations: Visualfinal representations: Multi sensory (limited), visual

categories: Mainly combining user-related and product related de-sign information with intention in terms of kansei qualities.

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