Assignment 3: Four pleasure analysis and Reverse Marketing Analysis (RMA)

In this week’s assignment, we are to apply Patrick Jordan 4 pleasures framework to analyze a user’s profile and identify his/her need pleasure and pleasure of appreciation.

The 4 pleasure framework together with Norman’s 3 level of emotional design:
> Physio-pleasure: pleasures related physical sensory, sight, smell, and even fitting. Many aspects of visceral level with some behavioral level.
> Socio-pleasure: pleasures derived from relationships with others. Both aspects from behavioral and reflective level.
> Psycho-pleasure: pleasures from personal emotional reactions from using the product. Mostly behavioral level.
> Ideo-pleasure: pleasures related to one’s personal values. Reflective level

---

During tutorial class, my group did a Reverse Marketing Analysis (RMA) on a digital watch which featured a meter bar that looks like a thermometer; a 2-numbered display for hours, another display for minutes, and a LED indicate am or pm.

The initial profile for the user of the watch is as follows:
Social: Classy, quite well off, professional, attends functions regularly
Cultural: Modern, sophisticated
Psychological: Fashionable, goes for aesthetic appeal
Physiological: Male, hip, young
Ideological: Fashion forward, keeping ahead of fashion

The complete expanded target user profile:
Name: Ooi Huai Ren, Dan (27)
Marital status: Single
Current Job: Program Manager in Mediacorp

Dan has just graduated from a local university not too long ago with a Bachelor of Arts Degree, and he is currently working in his first job in as a television program sourcing manager.
He is in charge of finding and negotiating interesting music related programs from Asia region to be broadcasted locally. He likes watching music videos (MTV), and thus, one of his main job-scope is to manage the weekly MTV shows of Mediacorp.

He is very passionate with his job, seeking to break new grounds and venture into new boundaries. Due to his job requirements, he often needs to go overseas for meetings. His hectic schedule often leaves him with at most 6 hours of sleep each day, thus he heads to gym followed by spa sessions at least once every month. He ends off his days by listening to music near his bedtime.

Dan was brought up as the eldest child, with 2 younger siblings in the family. When he was young, his name was often ridiculed by his friends, as his name sounded like “bad guy” in Mandarin. He was often left out by his class due to this name calling issue. Hence he was not confident of himself and had a low self esteem.

He signed up in his university’s toastmasters club to build up his confidence and his public speaking skills. He worked very hard to improve his self confidence, image and conversational skills within those 3 years. Upon graduation, he finally tried something he dare not in the past – stepping into Kbox for a session of karaoke!

He chills out on Saturday nights with his friends over coffee in a cafe. He enjoys the relaxing settings of cafes where they can chat non stop till the shop closes. Music and singing are his passions, thus he goes to Kbox with his singing-gang every alternate Saturdays to let out his stress, and also to make him feel good and confident, even though he is not a singing talent. Sundays are reserved for his family time.

Photography has always been his interest, and he carries his trusty Canon DSLR with him on overseas trips. His slim Canon IXUS digital camera is always around everywhere he goes to capture moments of inspiration, fun and laughter. He likes to take photos of laughter in particular, as he feels that it is the most pure and innocent human expression that everyone has.

He also does social work in old folks home and homes of the needy. He believes everyone should not be deprived of enjoying their journey in life. He gains great satisfaction from extending a helping hand to those in need. He is a good listener, and often listens and counsels his friends whom are emotionally troubled. Thus, most of his friends feel that he is trustworthy and reliable.

---

Four Pleasure Analysis
Physio-pleasure
Dan enjoys singing to music, which he finds satisfaction and confidence in himself. (Appreciation)

His job requires him to keep up to date with the latest movements in the music industry. Thus listening to music aids in his job. (Need)

He heads to gym and spa fortnightly. It is his physical form of body relaxation. (Need)

Socio-pleasure
As part of his job, he constantly needs to meet foreign media partners and establish good corporate relations with them. (Need)

He dresses professionally whenever he attends meetings or discussions. (Need)

He maintains contact, sings and chills out with his friends every now and then. He finds his confidence and self importance from his friends and gatherings. (Need)

He feels good doing social work, as he feels able to do things and accepted by people, unlike when he was young, being bullied around and not accepted by his friends due to name calling. (Need)

He is the eldest and takes care of his younger siblings and parents, thus he has a very close relationship with his family members. He also spends his Sundays with his family. (Appreciation)


Psycho-pleasure
He finds himself emotionally calm and relaxed when listening to music near bedtime. He seeks to return his state of mind to emptiness so as to totally relax and prepare well for the challenges in the next day. (Need)

He derives pleasure taking photos and observing people in their most natural and pure side. He appreciates things in their most natural form. (Appreciation)

He obtains a sense of achievement whenever he manages to listen and help others solve their problems. (Appreciation)

Ideo-pleasure
He believes in sharing and making others who are not as fortunate as him feel at least better than before. Thus he find it rewarding helping the needy. (Appreciation)

He believes that nothing is impossible, as he has managed to conquer his problems of low esteem. Hence he takes pride in maintaining what he has achieved now and strives for the things he wants. (Appreciation)

Summary
Physio: Physical Relaxation, Music listening, Pursues interest
Socio: People oriented, Social Recognition, Good relationships
Psyho: Peace loving, Sense of Achievement
Ideo: Nothing is impossible, Sharing with others

---

Product benefits specification
The handphone should fit to the list of criteria:

Physio-pleasure
-Large storage size: for music, contacts and work information. Reduce the hassle of carrying multiple storage devices or transferring data in and out
-Good/powerful sound quality for music playback: maximum satisfaction for user listening to music using this phone
-Handwriting recognition capability: alternate form of input by user. Ease of use when pressing the keypad is not able to convey an idea.

Socio-pleasure
-Slim and sleek design (preferably a candy bar type design): for easy handling, suitable for travel, and ease of accessing the functions of the phone
-In build organizer: to organize his schedules and meetings with friends
-Black/silver color: professional, trendy look, fitting to person manager working in the media industry. Portrays user as confident and high class
-Hands free function: for easier communication while driving
-3G Internet accessibility: for user to communicate or browse through the latest information while on the go
-File transfer functions (Bluetooth enabled, USB enabled, etc): for fast, reliable and easy file transfers

Psycho-pleasure
-Wireless headphone capability: Allows user to listen to music without the hassle of wires
-Camera enabled phone: Allows user to take photos without using a camera

Ideo-pleasure
-Phone capable of showing images and videos: To motivate people in helping and sharing with others, by showing user’s own experiences via videos and photos

Hence I would recommend the following phone with the following specifications:

Sony Ericsson W950i

Features of the Sony Ericsson W950i include:
- 3G Symbian smartphone
- Touchscreen user interface & handwriting recognition
- Display: TFT, 262,144 colours, 240 x 320 pixels
- Media player
- FM radio
- Mega Bass™
- Music DJ™ (polyphonic ringtone composer)
- PlayNow™
- TrackID™
- MP3/AAC ringtones / 40-voice polyphonic ringtones
- Sound recorder
- Speakerphone
- Messaging: SMS, MMS, Push Email
- 3D Java games
- Flight mode
- Opera web browser, RSS feeds
- Personal organiser functions, file manager
- Vibration alert
- GPRS, modem
- Memory: 4 GBytes
- Connectivity: Bluetooth, USB mass storage, Fast Port, Infrared
- Triband plus 3G
- Size: 106 x 54 x 15 mm
- Weight: 112g
- Talktime: 2.5 hours (3G) - 7.5 hours (2G)
- Battery standby: up to 340 hours

Conclusion
Even though the W950i does not have the camera function, it still suits Dan pretty well, as Dan goes for quality rather than quantity shots, hence he would rather rely on his digital camera with zooming functions than a camera phone.
The good connectivity and ultra-portability of this phone makes it very user-friendly for Dan who travels frequently. Though it is slightly bulky, the sheer 4GB storage size overshadows the other minute disadvantages of the phone.
Overall, it suits Dan in most of the pleasure aspects.

Assignment 2: Emotion and Design

In this assignment, we are to demonstrate the concept of different levels of human emotion processing, and how it affects the design of products to suit those emotional levels.

As discussed in lecture, there are 3 levels of information processing in the brain: Visceral, Behavioral and Reflective level.

Visceral is the lowest level, and it is the automatic, pre-wired level where human intuitively creates emotion without conscious effort.
Behavioral is the middle level, where it processes inputs that control everyday behavior
Reflective is the highest level, and it involves cognitive processing to process the sensory inputs before making a output decision.

Linking to emotions and designs, the 3 levels can be used to classify products according to these 3 dimensions.
Visceral: attractiveness
Behavioral: functional and usable
Reflective: high in prestige

Hence for this assignment, I have chosen to demonstrate the linkage between designs and emotions using watches. All designs will be discussed with respect to the above 3 dimensions.

Visceral design: Fossil’s O-ring Digi watch


This watch is designed for ladies, and only measures 41mm x 11mm.

Visceral: Its small dimensions, sleek design and smooth texture make it extra appealing to users. Pearl white coloring makes it visually pleasing as well. The minimalist design with a see-through centre removes distractions from the display, making it
Behavioral: It provides basic watch functions, though time-telling will take a while for new users.
Reflective: Its design may let the user feel fashionable, but it is not a show off item.


Behavioral design: Casio [PAW1300-1V]


specs: 59 x 46 x 11.5mm / 57g
This Pathfinder series watch has a long list of exciting features like “Multi-Band 5 Atomic Timekeeping”, “Digital compass” etc.

Visceral: This slightly bulky watch will most likely immediately make female customers walk away, but it’s sturdy compact design and dark colors will appeal to some male users. Overall, it is not a very aesthetically appealing watch at first glance.
Behavioral: This watch definitely scores in its functionalities. Its shock and water proof build makes it reliable and convenient to use. Loaded with functions like thermometer and even resistant in low temperatures till -10 degrees, it has performance that far exceeds normal users.
Reflective: Prestige wise, it is not that high, as Casio is known for its functionality rather than a high class brand.


Reflective design: Rolex Super President RMSUP01

Specs: 18 karat gold, with diamonds, ruby and sapphire

Owning a “5 match-stick” watch (aka Rolex watch) is almost everyone’s dream.

Visceral: The shiny jewels on the watch as well as the golden color appeals to everyone.
Behavioral: Functionality wise, it can be only used as a normal watch, and perhaps, it has very good parts as well, making it a durable watch.
Reflective: A class of its own, Rolex watches reflects the high status of the wearer, and a person cannot help but show-off once such a golden diamond studded watch is spotted on his/her wrist.


Conclusion:
Watch designers usually create watches based mainly on these 3 dimensions of emotions. They will appeal to different groups of users, depending on their needs as well as how they perceive the watches based on their personalities, as well as their Visceral, Behavioral and Reflective processing.
In summary, most designers will still go for mainly Visceral and Behavioral designs to establish their customer base, and then Reflective designs to further tap into their loyal customers' deep pockets.

Assignment 1: Bad design reflections

Object identified: a male toilet somewhere in western part of Singapore

Entrance view of toilet

A friend of mine, who refused to be named, has agreed to contribute his feelings after trying out the above toilet.

Comment 1: “It was an exposing experience! Anyone can see straight into the toilet! I don't even wish to step into it.”

Flaw #1: The entrance of the toilet has no door!
True enough, a person standing at the entrance of the toilet will be able to see almost everything that the urinal user does, including his facial expressions, posture, movements, etc. This poses a serious problem as the female toilet is just down the hallway, and anyone walking along the hallway can see exactly what those guys in the toilet are doing!

---

Comment 2: “The only thing that prevents a direct view from the entrance of the toilet is that chest-height level wall beside the sinks.”

Caught in action!
( person in picture has agreed to pose for it and not taken unlawfully!)

Flaw#2: Users of the toilet do not feel concealed enough to answer their call of nature in a “safe” environment.
That wall is the only physical separator between the toilet user and the rest of the passer-bys along the hallway. It is quite embarrassing if the user were to release any other weird facial expressions as they ease themselves.

---

Comment 3: “If you think you are only exposed from only one side, think again….”“People can see even clearer from the outside of the toilet!”

view from inside to outside

Flaw#3: Users are also highly vulnerable from other sides!
Did you notice? From inside the toilet, the sports field can be seen clearly from that wide window. In other words, people from outside can also see in clearly too! Although users of the toilet need not endure the stench of the toilet, due to the availability of fresh air coming in from those big open windows, they are also heavily exposed to others!

view from outside of window

From close, people outside of the window will be able to see "everything". However, from far distances, things won't be that visible.
People are not that visible from outside in the daytime. However, when night falls, the toilet lights will make them ultra visible to anyone who decided to take a stroll in the field.

---

Lesson learnt by friend:

1. For this kind of amenity, the only concealed place to answer the call of nature, with privacy, is inside the cubicle.
2. In order to use the urinals, users must not be shy. If not, they must have good skills of concealment.
3. Airy, but the concept is too open. Conservative people may not find it comfortable in using it.

My Reflections:

This design of toilet is generally too open and can invite unwanted stares from passer-bys. It is embarrassing for the users of the toliet, as well as any females walking past that hallway.

Suggestions:

1. A door can be set up so that direct view from passer-bys can be avoided.
2. The entrance of toilet can be built such that it is not a straight path within the toliet, and this design is often implemented in new shopping malls like Plaza Singapura and Bishan's Junction Eight.
3. The window should be positioned higher and be made smaller, so that a direct view from people in the field is not possible.

First ever blog post!

Hi to the rest of the users of internet.
This is my first ever blog and my first post.
Stay tuned for more exciting news!