Adam Amos Dissertation '08
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PRODUCT DESIGN AND ENGINEERING
Design Dissertation
Module: PDE3251
THE PROPOSITION OF DELAYED CONSUMER
CUSTOMIZATION TO IMPACT ON PRODUCT LIFE
CYCLES:
Through the use of Prefab and Modular methodologies and emotional
attachment techniques.
By: Adam. P. Amos Student Number: 2400282
Supervisor: Mehmet Karamanoglu
This dissertation is submitted in part fulfilment of the requirements for the degree of Ba
Product Design, January 2008.
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ACKNOWLEDGEMENTS
Iwould like to thank my family, friends and tutors at Middlesex University, for theirguidance and support during the writing of this dissertation. Finally I would like to thank
my girlfriend, simply, for her patience.
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1. INTRODUCTIONThere are many different areas that need to be considered carefully when aiming to create
products for consumers. Many of these areas are physical parameters by which we would need
to adhere to in order to design for a certain market segment.
In this paper the issues of product longevity and life cycles will be raised, with thepossibilities
surrounding the impact that modularity and prefabrication methodologies could have on these
issues when applied to the fundamental design of a product.
Person-product relationships and emotional attachment will play a big part in the finding ofthe
theory to prolong the life cycles.
Life cycles of products are often distinguished in a very broad manner.
The chart below (Figure: 1.) shows the possible life of a product through the generalised stages
it may go through.
Figure: 1. Product Life Cycle Curve
The life cycle curve is usually used as a marketing tool to show the products development over
time. The four areas on the graph can show the position of the product in the market.
For example;
Situated in the Growth segment mp3 players utilizing larger flash based memory cards to
store audio, video or other such files.
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Situated in the Decline segment Cassette tape players.
This would show the progression of technology and the products that were leading towards the
end of their usable, desirable and marketable life. In essence, the longer the curve of the
products life cycle, the higher the profitability margins of the product.
So to Providing a longer life cycle would not only be beneficial to the producer/manufacturer
selling the products, but would also be environmentally beneficial due to the reduction in
consumers discarding their products more frequently. Savas, [2004] comments that; the most
important product related factor in decreasing consumption levels, is to provide economical,
technological and psychological longevity of products.
The findings of his study into Attachment and Detachment suggest that attachment and
detachment have significant implications for consumption activities by affecting the
psychological life span of products. This suggests that by providing the consumer with
something that would make them grow more attached to the product, its longevity would be
increased. With Savas [2004] theory that if the person is attached to the product, the product
is not affected much by the ageing of the product or the changes in the market and it survives
with the individual.
The main aim of this paper is to decipher whether the use of modular methodologies would
positively impact product life cycles. It would discuss the options that would be created from
the utilization of the methods and what aspects of emotional reaction could or would be evoked
from the delayed customization. Connections will be drawn between emotional relationships
that are developed with products and whether modular customization would enhance these
person-product relationships and result in an impact to the life cycle of a product.
2. THE UNDERLYING METHODOLOGIES: MODULARITY ANDPREFABRICATION
Modularity and prefabrication are notoriously thought of within the consumer minds and
todays homebuyers as otherness andas recently as the 1960s, relatively few items found in
the average house were prefabricated [McLendon,S. 2005].
Whether it is within architecture or consumer products, these techniques are usually perceived
by the public as undesirable. However, many products and systems are based around the
methodology of modularity and prefabrication (M/P). Companies utilize modularity as the
component basis for many products, individually, or as product families. One example is Black
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and Decker, who, during the 1970s decided to standardise the components across the board of
their power tools range, reducing overheads and increasing product variety. They then
proceeded to overhaul and redesign once more in the late 1980s to strengthen their focus on
product variety through component modularity [Pine 1993]
2.1. Brief Application Within ArchitectureIn Europe, Le Corbusiers vision of a mass produced house inspired the international style of
architecture and design across this era, stating in association with the above movement, If
houses were constructed by industrial mass production, like chassis, unexpected but sane and
defensible forms would soon appear and a new aesthetic would be formulated with astonishing
precision. Le Corbusier [1927]
The use of prefabricated elements within housing began increasing in the late 1930s, with a
prime example being that of Frank Lloyd Wrights pioneering building, Falling Water. Many
builder and designers copied Wrights contrast between prefabricated elements and natural
materials in alternative forms during the post war years. He also heavily influenced the designs
and styles used there after, utilizing the most modern of technologies and embracing the issues
of cost, production, manufacturing time and impacting on consumer choice.
These movements into mass-produced, prefabricated and modular designs has sparked new
visions and a new aesthetic, which of late is nowcoming back into fruition.
One company has more recently become more synonymous within the M/P sector of
architecture.
Huf Haus, design, manufacture and build their own dwellings and structures across much of
central Europe, including the U.K. This company produces exclusive, contemporary modular
based, prefabricated homes for the high-end market. Utilizing over ninety years of honed
techniques, developing interlocking systems and infinitely customisable layouts to produce
maximum consumer choice.
The distinctive feature of a HUF Home is its post and beam architecture. This timber
frame concept frees the designer of the constraints of load-bearing (and thus dividing)
walls. It gives HUF designs their unrivalled breadth, openings and vast spaces. Wall to
ceiling glazing opens the view on the surrounding nature, making it part of the living
experience. [www.huf-haus.com]
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2.2. Positive Applications of These MethodologiesFrom the authors own experience, whilst employed byHuf Haus, their houses can be regarded
as a very large mass customizable products. They offer the customer the opportunity to become
an initial co-designer, working with the architect to design the desired product within the
structural parameters set by the company.
The positive benefits are that it has allowed the company to modularize components to
customize end products and provide better service. This is due to the reduction in component
parts and generic connections of the prefab sections. This also impacts on general costs,
production and manufacturing speeds and then time scale of order to distribution. The overall
plan additionally results in a swift and highly efficient on site assembly time, undertaken by Huf
Haus own labour force.
This customization and consumer choice through the M/P methodology is what is so interesting
in this situation. Its fundamental design affords the consumer almost infinite possibilities and
variation; it allows an ironic bespokeness to its design. Although not without extra costs, it then
allows for possible extensions, additions and internal alterations to be undertaken at the
customers desire. Nevertheless this has allowed the consumer to act as a co-designer, with the
possible aim of the company to create a unique emotional connection through this situation.
2.3. What Could This Mean?The technique that Huf Haus employs is one that is utilized throughout the Mass Customization
(M/C) industry to adapt products to their clients and their different situational uses. As Pine
[1993] summarized in his book Mass Customization, the best method for achieving mass
customization minimizing costs while maximizing individual customization is by creating
modular components that can be configured into a wide variety of end products.
The question now is, can the methodology of modularity within mass customization directly
impact the life cycle of a product or product family?
Can the ability to adapt, change or add to the product be embedded into the design, as to not
only allow the customer to be co-creator/designer, but permit the product to change with the
needs and wants of the consumer after purchase?
If the product can genetically have the ability to reinvigorate its usefulness to the client, either
by its functionality, usability or by reconnecting emotionally, can that products life cycle be
prolonged?
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3. MASS CUSTOMIZATIONOne of the first people to conceive the expression Mass Customization was Stanley Davis
[Future Perfect; 1987] who referred to M/C as when the same large number of customers can be
reached as in mass markets of the industrial economy, and simultaneously they can be treated
as individually as in the customised markets of pre-industrial economies. These expressions and
indeed this technique were first thought of as a strategy for business. However, through the
years it has allowed businesses and figures such as Davis, Pine, Piller, Tseng et al, to develop
strategies of mass customization in many different areas. Applying them to areas of industrial
design, practical manufacturing methods and even the structures of whole companies.
At a recent keynote speech at the World Conference on Mass Customization & Personalization,
2007 at Stata Centre, MIT, Boston, about the topic The Past, Present, and Future of Mass
Customization, Joseph Pine provided a useful summary of Mass Customization, stating: Mass
customization does not mean everything to everybody, but instead suggested that mass
customization is doing only and exactly which each want needs.
This generalization equates to business strategies and design. Allowing the notion of finding
those wants and needs: whether they be physical components, service activities, what a company
or supplier can provide then snapping them together like Lego building bricks [Pine, 2007] to
build the end product.
3.1. The Product Process Change MatrixFrom a producer, manufacturer or even design point of view, to create product change, within
a market segment, product range or family, Pine [2007] suggests that to invigorate new product
offerings, a stable set of processes that allow a dynamic flow of individualised offering would
be needed. He suggests this due to his belief that mass customization is structured on a modular
basis. Also stating that the problem with mass customization is that it is pre-engineered.
Something new is not new, it just hadnt been asked for in its current parameters. [2007-
World Conference on M/C and Personalization at the Stata centre, MIT, Boston]
This implies that if the structure of the business or product is modular based, the ability to
expand the scenario by adding to the modular system can have beneficial effects on the possible
product range.
Pine exemplifies this in the following model ( Figure: 2).
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Figure: 2. The Product Process Change Matrix Joseph Pine, World Conference on Mass
Customization and Personalization, At the Stata Centre, MIT, Boston. 2007.
Using this model, Pine [2007] describes how the use of the modular format would provide the
ability to pass through all four of the above categories, touching on the areas that need
reinvigorating. He believes that this can only be done through a modularized architecture.
For example, if one was positioned at the M/C stage and the customer asks for something new
and you could not offer them what they want from your current Product Architecture Platform,
he suggests moving back round to the invention stage to update your product architecture to
include new capabilities. This can be done due to the modular methodology used within this
scheme.
It is the move between the M/C stage and the Invention stage that is of high interest to this
papers aim. If the aim of the model above was directed in a simple format towards the design
of a product, could it be beneficial to the life cycle of the product to allow the customer to act as
co-designer at a later stage?
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For example: Allowing the customer to add module components to the scenario in order to
directly strengthen its usefulness. It may also strengthen the person-product relationship by
touching on emotional connection points such as the Four-pleasures model defined by Jordan
[2000] on the work by Tiger, L. [1992]. This is explored later in the dissertation.
3.2. Customizing Products Through Modularizing ComponentsApproaches such as, cut-to-fit modularity, component-sharing modularity, component-
swapping modularity, sectional Modularity [Pine 1993], Collaborative customization and
cosmetic customization [Gilmore, Pine 1997] and adjustable and dimensional customization
[Anderson 2004] have been posed across the mass customization sector, [Bardill et al]. These
methods can have different applications within industry and can have different levels of impact.
Some of these methods are easier to understand than others and are more relevant to the issue of
delayed consumer modification. I.e. they could be easier for the consumer to fathom and handle
if directly applied to the structure of a product, allowing them to use the method themselves.
Four of the above methods of modularity presented by Pine [1993] have been represented below
in the diagram (Figure: 3). Brief descriptions about them, examples of their use within industry
and how they could effectively be utilized for the proposition of this paper.
Figure: 3. Four Modularity Methods Joseph Pine, 1993, Mass Customization.
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Component Sharing Modularity Is when the same component is used across multiple products. Benefits of this process are the reduction of cost through the supply chain, the
lower cost and ease of production by utilising the shared component as the core to the
product, resulting in product development producing a wide variety of products. As
previously mentioned, Black and Decker applied this component-sharing form of
modularity to the successful redesign of their product range.
Component Swapping Modularity The basic premise of this is to pair differentcomponents with the same standard product. This then creates opportunity to produce as
many products as there are different components. However there is a fine line between
component-swapping and component-sharing as Pine [1993] provides a prime example
of this type of modularity in the form of the Swatch watch.
Are the basic watch elements, a component shared across all the fashion products
(component sharing)? Or are the watch parts the basic product and the incredible variety of
face styles the components (component swapping)?
Would this method be able to be used in a delayed scenario? And if it could be? would the
added component, change the use of the product and give the user a strengthened sense of
connection to it through its new or increased functionality?
Cut-To-Fit Modularity Although being very similar to the above-mentioned methods.Cut-to-fit differs by basing its core around one or more components that can be varied
within its physical parameters. Bikes and clothes are prime example of the cut-to-fit
method, as companies use this method to provide a customizable product and service to the
customer by using them as the core component to establish the physical parameters of the
product. i.e. measurements of the customers height resulting in the frame size of the bike.
Could the customer cut the product to change its parameters and increase its functionality
to fit with their progressed wants and needs?
Sectional Modularity This method of modularity enables the most flexibility andcustomizability. It creates the greatest variety by allowing any mixture of components to be
combined as long as they are coupled together by a generic connection. This allows for very
different components to be used as long as they are designed within the parameters set by
the connection method. The leading example used for this is LEGO, and fundamentally it
has no limits to the scale and variety of what the resulting product could be.
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3.2.1. Object and Parameter Based ApproachesOne way to represent the above language, depicting the mass customization approaches to
Customer-Product-Producer interactions, has been simplified by Bardill et al [2007] as either,
Object or Parameter based; or a Hybrid approach that encompasses these two.
Their associated definitions can be referred to as;
1. OBJECT BASED Where the customer specifies component option, and theproduct is assembled to order.
2. PARAMETER BASED Where the customer interacts with variable parameters in the given objects, e.g. shape, form, personalized
decorative/graphic elements, and the product is manufactured to order.
3. HYBRID Where the Mass Customized product contains both object andparameter based elements.
These classifications are being applied to the Bardill et al [2007] Mass customization work on
the Product Envelope. They imply the beneficial aspects of the customer acting as co-designer.
Also the direct positive aspects of the Four-Pleasures on the customer product producer
and the respective relationships.
From what has been discussed within this chapter, Sectional Modularity could possibly be an
appropriate application for the delayed customisation scenario, due to the variety allowed
through the interchanging of so many components. It would enable the customer to physically
change the use of the product either completely or enough to modify or enhance its use or
function. However, the simpler representations may be a better way of applying the theories of
modularity. I.e. the Parameter based approach would probably be most suited as stated by
Bardill et al, the customer interacts with the variable parameters in the given objects. Even
though it has been said in the context of pre-manufacture, to apply this in a post manufacture
manner would allow the customer to re-customise the product, encouraging modification.
These methods could be applied to the scenario mentioned in the previous section 3.1 The
product Change Matrix, about allowing the customer to add module components. If the client
were to be able to utilize the invention stage of the Product Process Change Matrix, the
question then would be how would it impact the customer. Would it enhance the emotional
connection with the product and allow a greater relationship to be formed?
Would the product change have to physically prolong the products usefulness andfunctionality in order to extend the life cycle? Or would the product change be enough, to
emotionally reconnect the consumer with the product? Extending its life cycle even if the
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product was not meeting the evolved wants and needs of the consumer and not providing any
new or improved functionality.
In this instance, allowing the customer to once again become co-designer (or in their eyes the
designer) could encourage the strengthening of the person product relationship by impacting
on some of the psychological, physiological, sociological and ideological pleasures laid down
by Jordan [2000] on the work of Tiger [1992].
Pine [1993] suggests that, customization through the modularization of components not
only increases variety while reducing costs in manufacturing, it also allows product
development to produce new designs and proliferate even greater variety much more quickly.
Here, it is the possibility for the customer to produce new designs that could have the
most rewards concerning product longevity.
4. THE EMOTIONAL ASPECTS: PERSON-PRODUCTRELATIONSHIPS
Emotions are involved in everything humans do; emotions are inseparable form and a
necessary part of cognition. Everything we do, everything we think is tinged with emotion, much
of it is subconscious. In turn, our emotions change the way we think, and serve as constant
guides to appropriate behaviour, steering us away from the bad, guiding us toward the good
[Norman 2004]. The good that is talked about is often referred to as the desired pleasures, and
as Jordan [1999] stated; humans always have and always will seek pleasure.
So underlying this would be the notion that products need to be designed in a way that elicits
these pleasurable emotions in order to provide desirability and encourage attachment. These
product emotions influence both the decisions to purchase a product (eg; Holbrook, 1985) and
the pleasure of owning it after purchase. [Desmet and Overbeeke, 2001].
In the UK at least 476 kilotons of household appliances, totalling 23 millions units, were
disposed of annually between 1993 and 1998 [Cooper and Meyers, 2000], illustrating how
people are simply discarding their durables and more likely than not simply replacing them.
Much of the time this may be due to the products failure to function. However many products
are replaced while they are still functioning properly; only 22 per cent of the products do not
function anymore at the time of replacement.[Van Nes, 2003]. This could suggest that peoples
relationships with products are relatively weak. Ways of strengthening these relationships and
providing more emotional connection points should be a consideration when designing
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products. However, there is in reality a limit to the level of a relationship one can have with
inanimate objects.
4.1. What Breaks These Relationships?To look at the person-product relationships in a more analytical way, an inverted study will be
taken to identify several different aspects that make people throw away products and the many
different circumstances that surround the consumers choice. Mugge et al, [2005] Suggested
several different motivations for this:
- The loss or reduction of a minor function.- The appearance of the product may have diminishedand so may have become visually
un-stimulating.
Van Nes et al [2003] suggest that in this case, the products performance has decreased
over time up to the moment when the person perceives the costs for maintaining the
product to be higher than its benefits.
- Compatibility issues can arise through the arrival of new product or services on themarket. This is usually applicable to a computer that is still functioning correctly, but
cannot run any new software programs due to insufficient processor capacity.
- Legislation Compliance; which is a form of artificial replacement out of socialenforcement.
- General consumption demands due to technological progress. This creates an increasein the consumers desire for product benefits. The consumer assesses their current
products performance against the new, which is often induced by market information.
Verbeek and Kockelkoren, [1998] add to that saying; A product may be discarded since it
can not function as expected any more or since its new forms are introduced to the market
- Fashions and styles can influence the desires of consumer. The currently ownedproduct becomes outdated in comparison to new models that have more fashionable
and stylish designs, resulting in a replacement need[Bayus and Gupta, 1992; Van Nes,
2003]
These are some of the issues that should be addressed in order to encourage a stronger
emotional connection and relationship.
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4.1.1. Alternative StrategiesIn order to combat the above-related issues, several eco-design strategies have been proposed
(e.g. Charter and Tischner, 2001; Van Hemmel and Brezet, 1997; Van Nes, 2003) to create
products with a reduced environmental impact by prolonging life cycles and reducing the
motives to replace durables.
-The first suggestion was to allow for easy maintenance and repairs of the product. This allows
the consumer to undertake minor repairs, providing a sense of satisfaction in the result of a task.
In the case of a major malfunction, the producer could fix the product in a relatively short space
of time. This however would be more of a service issue, than that of a design consideration.
-Another simple strategy would be to implement a long-life guarantee. Consumers are more
willing to repair their products if the cost of the repair is covered by the producer.
These first approaches concentrate on extending the technical lifetime (the time the product
performs its primary function) and initiating replacement only in the result of product failure.
-One very interesting proposal is to implement a modular or adaptable product structure. This
would allow the consumer to incorporate the benefits of a new technology in their current
product and/or to renew this product aesthetically (e.g. by replaceable covers) [Mugge et al,
2005].
Mugge et al [2005] comment how this strategy would enable the consumer to upgrade the
product to meet their changing functional and aesthetic needs. This would allow the product to
improve its usability and update technically. But what would the consumer gain besides these?
And this alone may not elicit enough pleasures in order to strengthen the relationship.
However, if the consumer was to be involved directly in this adaptive process, many more
emotions could be brought out and impacted on, which in theory would provide a stronger sense
of connection. Importantly, Norman [2004], contributes to this by implying that; perhaps the
objects that are most intimate and direct are those that we construct our selves, hence the
popularity of homemade crafts, furniture and art.
-The other strategy that is closely linked with that of the above would be to offer the consumer
variation. Mugge et al [2005] write: offering variation to the owner without the need for
additional parts. The product itself can be changed (e.g. in composition) over and over again.
Due to the possibility for such variation, the product remains interesting for a longer period of
time. This is a very appealing scenario. The statement about the product remaining interesting
for a longer period of time due to variation is encouraging. Interesting in an emotional sense
could be thought of as a positive pleasure that would promote attachment. The ability to create
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variation could be taken from the modular methodologies and impose the ability to alter the
product architecture through component change.
Component change or alteration could be the key to the design of a modular based product. To
elicit more positive pleasure by way of interest could be a direction to take. To make a product
interesting you may need to keep the customer interested in the product. How do you keep a
person interested?
These last few strategies are towards extending the products longevity through psychological
avenues of perceived value. Sometimes the product itself and its function are not the main
signifiers of attachment.As Norman [2004] suggests; the surface appearance is less important
than their ability to evoke memory of particular people or events.
So the creation of an event would possibly be key to a strong emotional attachment.
Could it be that by designing a product that creates the opportunity for an event - through the
means of modification or alteration - the user could subconsciously be strengthening their
relationship with the product. The interaction with the product could induce interest, which
could lead to greater Attachment. (Figure 4.)
Figure 4. Event Induced Attachment [Amos, 2008]
4.2. Human Factors The Wanting AnimalUsability within designing products is a simple and direct approach and designing for the
personal issues that surround the user are a lot harder. That said usability is normally the main
contributor to the results of the design process. This process often results in the unfortunate and
misrepresented view that users are merely cognitive and physical components of a system
comprising user, system and environment [Jordan, 1999].
Jordan [1999], Desmet and Hekkert [2002] also comment that usability based approaches tend
to look at products as tools with which users complete tasks, and that products are living-
objects with which people have relationships.
If we are to design products for the varying and developing user wants and needs, other
approaches must be taken to understanding these wants and needs and the levels they come at,
Event
Interaction Interest
Attachment
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otherwise, if we design products with a basic usability ethos, then that product or tool will
only result in the most minimum of relationship with the user.
4.2.1. Understanding the NeedsThese Needs are the pleasurable desires that designers try to evoke within their designs. To
understand these needs better, many designers, including Jordan, [1997,1999 etc] refer to the
work of Abraham Maslow [1970], concerning the Hierarchy of Needs. Maslow [1970],
portrayed humans as a wanting animal who rarely reaches a state of complete satisfaction.
This proposes the idea that no matter how many needs we suffice, another need or desire will
emerge in its place. The following diagram below (Figure: 5). [below] demonstrates the idea
that people will fulfil the primary needs lower down the hierarchy, then as each one is sufficed,
they will want to move up. If peoples basic needs such as the physiological and safety needs
have been met, they will strive to meet the remaining needs and become aggravated if they do
not do so.
Figure: 5 Maslows Hierarchy of Needs (1970). (Adapted from Maslow (1970))
From this principle, Jordan, [1999] proposed the idea (below) of a Hierarchy of User Needs,
based on applying Maslows theory to human factors.
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Figure: 6 Jordans Hierarchy of User Needs (1999). (Adapted from Jordan (1999))
Jordan [1999] devised this model as a way of distinguishing the needs of the user and
categorizing them in importance and flow.
The following explanations are given for the levels of the hierarchy;
Level 1 Functionality This is the initial need to be satisfied and is the primary subject
for the designer to understand. Jordan states that if the product does not have the right
functionality it will dissatisfy the user.
Level 2 Usability This is the level at which people have expectations to be able to use
the product. Jordan [1999] states his argument as; what is the point of providing users
with the vast arrays of functions if the design of the product makes it difficult to use them
to their full advantage?
Level 3 Pleasure By this stage the theory is that the consumer has got used to usable
products and will still strive for more fulfilment [Jordan, 1999]. Which is backed up by
Maslows [1970] theory that humans are wanting animals. This fulfilment has been
referred to as product pleasurability. Jordan [1999] states, It is a challenge that
requires the understanding of how people relate to products and poses an important
question; what are the properties of a product that elicit particular emotional responses
in a person?
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So far in this chapter, we have taken an inverted look at the person-product relationship by
addressing the issues that can break them down, and have also highlighted the different
strategies that could possibly be implemented to impact on life cycles and these relationships.
Derived from this, is the principle, that it is variation that makes products more interesting for a
longer period of time [Mugge et al, 2005] which is supported by Norman [2004] who declares
that perhaps intimacy comes from personal construction, i.e. the involvement in a process or
event.
Also, it would seem that the Pleasure level is proposed as being the continual aim of the
consumer and if pleasure is thought to be the key desire of the consumer. The question now is
what kind of pleasure is the user craving? And what type of pleasure should a product try to
evoke, involve or impact on?
This supports a possible aim to repeatedly involve the user in an event that would allow the
third level (pleasure) of Jordans [1997] hierarchy of user needs to be frequently met. This
would perhaps be a way of positively impacting the life of a product.
4.3. Defining PleasureJordan [1999] defines pleasure with products as the emotional, hedonic and practical benefits
associated with products. It is these benefits that are the aim of the section. To recognise the
type/s of pleasure that would be best suited to the proposed scenario of this paper. To aid in this
identification, Lionel Tigers [1992] framework for addressing pleasure will be used. Tiger, an
anthropologist and well-known practitioner in the field of behavioural studies, developed this
framework to help address the issues of pleasure. It is based around four principle types of
pleasure defined by Jordan [1999] below Physical, Social, Psychological and Ideological.
- Physio-pleasure Is related to influencing the body. It is concerning the sensory organsin the manner of receiving stimulation through connection with touch, taste, smell and
feelings of sexual and sensual pleasure. In relation to products, the sense of feel and
touch would coincide with physical interaction. A golf club for example would give a
pleasurable sense of touch and provide benefits to the users grip through inducing a
sense of comfort, safety and performance. Olfactory pleasures concern the smell of the
new product. The smell inside a new car could be an issue that affects the levels of
pleasure the owner of that car could receive. However some consumers may be equally
displeased by the new smell.
- Socio-pleasure Is related to the pleasure gained from interacting with other people.Products that elicit socio-pleasure could be the talking point of a conversation, e.g. a
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piece of art, or the focal point of a room e.g. a fireplace. Socio-pleasure could be raised
through the wearing of clothes, distinguishing styles and providing social identity.
- Psycho-pleasure As Tiger [1992] defines it; psycho-pleasure is the pleasure that isgained from the accomplishment of a task. This pleasure is heavily linked with product
usability and is usually best addressed through using this method. From the point of
view of a product, this type of pleasure relates to how satisfying and pleasurable the
experience can be through its use.
For example; the chip and pin service provided at a shop or kiosk, makes the process of
buying simple and easy and creates the perception of safety.
- Ideo-pleasure Is based upon theoretical entities, such as books, art and music. Itrelates to the aesthetics and values embodied buy the product. For example; if a
products were said to be carbon neutral, this would elicit ideologies of consideration to
the environment and would be particularly desirable for those who support and uphold
those values.
These four identified characteristics proposed by Jordan [1999,2000] allow us to design beyond
usability and functionality. To utilise these for this papers purpose, the identification of how
each one would positively impact should be looked at. These will be thought of in the context of
a created event as this is the papers so far assumed route to tackle the issue of product
longevity and attachment.
The list of physio-pleasures that the can be linked with products are endless in the form of its
usability. Physio- pleasure would be a likely start for impact if an event were to be under taken
by the consumer during the products life. If the modularity methods were designed into the
product, the ability for the consumer to physically interchange components would be useful and
would evoke many pleasures through the bodys senses. Touch would obviously play a key part.
The initial design process of the product would need to think about material choice as an impactso as not to negate the possible delayed interaction later on. Olfactory issues may have little or
no impact if the main beneficial factor of this sense was its newness.
However, the results of touch would probably induce pleasures of a psychological kind if
interaction were to be the key to the emotional connection target. The physical interaction
would provide the opportunity to accomplish a task. The task could necessitate the creation of
a new or modified functional use for the product, which would give a sense of triumph by
reaching a set goal.
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6. CONCLUSIONDrawing on all aspects of this paper, the theories suggest that a products life cycle could be
impacted on one way or another.
If the modification of a product can occur, the chances of reinvigorating emotional attachment is
likely and plausible due to the many areas of pleasure that can be touched on. Added to that, the
possibility that by utilizing a modular component structure to a design, parts of the product
could be interchanged, updated, adjusted or altered to either improve its current function or to
develop with the needs and wants of its user.
It is these wants and needs that would need to be pre-empted by the designer in order to allow
for optimum configurability within the initially set parameters of the product.
This dissertation has shown that whether or not a modular method is adopted, the creation of
interaction could hold the key to prolonging the life cycle. It is the interaction that could initiate
a stronger person-product relationship and allow the product to survive for longer.
Savas [2004] theory that if the person is attached to the product, the product is not affected
much by the aging of the product or the changes in the market and it survives with the
individual.
A modular method to allow for interaction (the mentioned event or task) would transcend
replacing components for functionality purposes. It would allow the consumer to turn creator
and develop new connections with the products on aPleasure Level.
However, on a product-functionality level, the intensity at which modularity is included into
products architecture would allow for different levels of attachment. It would also depend on the
product that it was being applied to.
For example; In the case for a set of hair straighteners (See Figure 7. Below).
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Dependant on how the modularity concept is applied and to what kind of products, it would
provide a valuable amount of emotional attachment, benefiting person-product relationships
tremendously. These them selves are key attributers of life cycle extending in their own right.
The application of a post-purchase consumer modification scheme would open many avenues
into person-product interaction. Creating greater opportunities for consumer involvement in the
creation or re-creation process. This would undoubtedly have beneficial results on the pleasure,
fulfilment and memories people would gain from owning or using products.
These methods together would be a powerful tool for the designers of now, to combat naturally
shortening life cycles within todays rapidly growing consumer replacement society.
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