DS 68-7: Proceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 7: Human Behaviour in Design, Lyngby/Copenhagen, Denmark, 15.-19.08.2011

Year: 2011
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Badke-Schaub, P.
Author: Murakami, Tamotsu; Nakagawa, Satoshi; Yanagisawa, Hideyoshi
Series: ICED
Section: Human Behaviour in Design
Page(s): 224-233


In the present competitive environment, designers should challenge to create attractive products to give consumers not just satisfaction as expected but delight beyond expectation. For that purpose, the authors propose a concept of Expectology as a framework to provide designers with a systematic methodology of designing products considering every possibility of consumers' positive (e.g., expectation, satisfaction, delight) and negative (e.g., anxiety, dissatisfaction, disappointment) emotional response. As a systematic approach to Expectology , first the authors enumerate and qualitatively classify relevant emotional states by a combination of two exclusive categories, prior–posterior and positive–neutral–negative, for an analysis in MECE (mutually exclusive and collectively exhaustive) manner. Then the authors enumerate all possible transitions from one emotional state to another as a matrix. This classification matrix provides designers with means of classifying both successful and unsuccessful design case studies and relevant design methods and techniques and compiling design databases (e.g., as web pages) of what they should or should not do for the future projects.



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