Title: Definition and representation of user experience intentions in the early stage of the industrial design process: a focus of the kansei process

1. 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
TOYOTA

3. PASSIOn
EMOTIONS
CREATIVITY
EXPERIENCE

4. Definition and representation of user experience intentions
in the early phase of the industrial design process
Industrial and research Context
Literature Review Users’ experiences with products
Industrial design process
Experience-centred design activities
Research question and hypotheses
Experiments 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 projects
COntributions Academic Contributions
Industrial contributions
Conclusion and perspectives

5. Literature review Research question EXPERIMENTS Contributions Conclusion
4
TOyota motor europe - Kansei design
• Unique within the Toyota group
• “Kansei-driven” division
• Evolution in terms of approach taken and fields takled
Toyota motor corporation
• Automotive context
• R&D centres distributed around the globe
• “Engineering-driven” corporation
TME-KD over time
Toyota R&D in the world
Industrial Context
Context
Toyota Motor North America, Inc
(TMA)
Toyota Motor Europe Nv/SA
(TME)
Toyota Motor Corporation
(TMC)
Toyota Motor Asia Pacific
Pte Ltd (TMAP-MS)
Timeline
2003 2014
Present Ph.D. research
Approach taken
Fields tackled
Experience-based and intuitive thinking
Analytic thinking
Multi-sensory perception
Response to perception
Interaction
Integrative thinking
Experience

6. Literature review Research question EXPERIMENTS Contributions Conclusion
5
DEsign research fields
• User-centred approaches
• Three main influent fields
This research in relation to design research approaches
Research context
Context
Kansei Engineering and Science
Nagamaschi, Harada, Yamanaka, Schütte
Ergonomics and cognitive
psychology in design
Norman, Simon
User-centred
approaches to design
Emotional and experience design
Jordan, Hassenzahl, Desmet, Hekkert
This research

7. Literature review Research question EXPERIMENTS Contributions Conclusion
5
DEsign research fields
• User-centred approaches
• Three main influent fields
• 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 Science
Nagamaschi, Harada, Yamanaka, Schütte
Ergonomics and cognitive
psychology in design
Norman, Simon
User-centred
approaches to design
Emotional and experience design
Jordan, Hassenzahl, Desmet, Hekkert
This research

8. Literature review Research question EXPERIMENTS Contributions Conclusion
5
Past researches at LCPI
• All design activities are covered
• Psychological measurements with multi sensory stimuli
• No physiological or behavioural measurements
DEsign research fields
• User-centred approaches
• Three main influent fields
• Action-research approach: enable to observe
implicit aspects of the design process Lawson 2004
Design informational cycle (Bouchard & Aoussat 2003)
Information
Mougenot 2008
Bongard-Blanchy 2013
Design informational cycle of
an early representation
Generation
Kim 2011
Rieuf 2013
Evaluation &
Decision
Mantelet 2006
Communication
This research in relation to design research approaches
Research context
Context
Kansei Engineering and Science
Nagamaschi, Harada, Yamanaka, Schütte, Lévy
Ergonomics and cognitive
psychology in design
Norman, Simon
User-centred
approaches to design
Emotional and experience design
Jordan, Hassenzahl, Desmet, Hekkert
This research

9. Context Research question EXPERIMENTS Contributions Conclusion
6
content of the literature review
• Three main notions:
- Users’ experiences with products
- Experience-centred design activities
- Industrial design process
• Common multi-cultural context (age, gender,
function...)
Notions covered by the literature review
Literature review
Introduction
USERS’ EXPERIENCES
WITH PRODUCTS
EXPERIENCE-CENTRED
DESIGN ACTIvITIES
INDUSTRIAL
DESIGN PROCESS
CULTURAL
ENvIRONMENT

10. +
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
Users’ Experiences with products
Kansei and Risei processes in the context of an interaction
PERSONAL
CHARACTERISTICS
Perceived KANSEI
QUALITIES
RAtional
understanding
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT.
KANSEI PROCESS
RISEI (RATIONAL) PROCESS
USER ENVIRONMENT
ConclusionContributionsEXPERIMENTSResearch questionContext Literature review

11. ConclusionContributionsEXPERIMENTSResearch questionContext
7
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
PERSONAL
CHARACTERISTICS
Perceived KANSEI
QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT.
KANSEI PROCESS
USER ENVIRONMENT

12. Context Research question EXPERIMENTS Contributions Conclusion
7
Description of the entities
• Relationships between perceived kansei qualities and:
- User’s personal charateristics Medeiros et al. 2008,
Fenko et al. 2010
- Product attributes Nagamachi 1997, Berlyne 1974, Karjalainen 2006
- Interaction attributes Lim 2011, Klooster & Overbeeke 2005
- Context attributes Underhill 2000, Forlizzi & Battarbee 2004
Kansei-Experience descriptive framework (adaped from the literature)
Literature review
Users’ Experiences with products
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
• Meaning
• Emotion
• Sensory attributes
• Technical attributes
...
• Action enabled
• Type of interface
...
• Temporal
• Situational
...
• Age, gender
• Nationality
• Values and personality
• Mindset
• Memory
PERSONAL
CHARACTERISTICS
Perceived KANSEI
QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT.
KANSEI PROCESS
USER ENVIRONMENT

13. Context Research question EXPERIMENTS Contributions Conclusion
8
Design activities Bouchard & Aoussat 2003, Cross 2008
• Four main activities: Information (I), Generation (G),
Evaluation&decision (E&D), Communication (C)
• PhD context: Creation of early representations conveying
UX intentions
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

14. Context Research question EXPERIMENTS Contributions Conclusion
8
Design activities Bouchard & Aoussat 2003, Cross 2008
• Four main activities: Information (I), Generation (G),
Evaluation&decision (E&D), Communication (C)
• PhD context: Creation of early representations conveying
UX intentions
tools and methodologies Byttebier et al. 2009, Forlizzi 2008, IDEO 2003
• Relying on different types of reasoning (inductive & de-
ductive or abductive) Dorst 2011
• User treated as a partner or as a subject Sanders&Stappers 2008
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
- Desk research
Material library, PEEST research...
- Field research
Day in a life, guided tour, error analysis...
- User involvement / interviews
Laddering interviews, Card sorting...
- User involvement / else
Cultural probes, bodystorming...
- Exploration activities
Experience prototyping, engagement...
- Abductive creativity tools and
methodologies
Harvey cards, lotus blossom...
- “Scientific” creativity tools and
methodologies
UX principles, SKIPPI...
- Participatory design sessions
Scenario, projection, collages...
- Convergence tools
and methodologies
Enhancement checklist, 6 thinking hats...
- Expert panel
Expert evaluation, heuristic evaluation...
- Psychological measurements
SD scales, PrEmo, over time (iScale)...
- Physiological measurements
Heart rate, electroencephalography...
- Behavioural measurements
Eye-tracking, behaviour coding...
Categories of tools and methodologies supporting design activities
I G E&D

15. Context Research question EXPERIMENTS Contributions Conclusion
9
design information Bouchard et al 2009, Kim et al. 2009
• Exchanged by a design team in early design stages
• Three levels of abstraction identified
Literature review
experience-centred design activities
Design information (Bouchard et al 2009, Kim et al. 2009)
Design information
categories
Example Related UX entity
H
(High level)
Value Security Personal characteristics
Semantic word Playful Kansei qualities
Analogy Like a rabbit Kansei qualities
Style Edge design Product
M
(Middle level)
Context Leisure with family Context
Functionality Modularity Product
Sector/object Tennis Product
L
(Low level)
Form Square Product
Colour Light blue Product
Texture Plastic Product
Abstraction level

16. H
Value
Semantic word
Analogy
Style
M
Context
Functionality
Sector/object
L
Form
Colour
Texture
Personal
characteristics
Kansei qualities
Product
att.
Context
att.
Interaction
att.
H
Value
Semantic word
Analogy
Style
M
Context
Functionality
Sector/object
L
Form
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
• Exchanged by a design team in early design stages
• Three levels of abstraction identified
Representation of design intentions
• Communication activities
• 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 activities
Title
Visual theme boards
(picture-based)
Storyboard scenario
(narrative)
Example
Related
design
information
Covered
UX entities

17. Context Research question EXPERIMENTS Contributions Conclusion
10
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 product
development (NPD)
CommercialisationProduct use

18. Context Research question EXPERIMENTS Contributions Conclusion
NCD NPD
CommercialisationProduct use
10
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
• 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. 2002,
Kim & Wilemon 2002, Sandemeier et al. 2004)
Fuzzy and unpredictable Organised and structured
Innovation
process

19. Context Research question EXPERIMENTS Contributions Conclusion
NCD NPD
CommercialisationProduct use
Link and differences between NCD and NPD (Gero 2010, Koen et al. 2002,
Kim & Wilemon 2002, Sandemeier et al. 2004)
Fuzzy and unpredictable Organised and structured
Innovation
process
10
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
• 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
• Culture = Gender, function, nationality...
• Able to provide a competitive advantage
• 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

20. Context Research question EXPERIMENTS Contributions Conclusion
11
Users’ experiences with products
• Relationships between experience entities are often
studied one by one
Experience-centred design activities
• Representation-types rich in terms of design info. and
UX entities adressed are rare
Industrial design process
• Communication is crucial in early design stages
(between members of a team, between teams...)
Synthesis of the literature review
synthesis
Literature review
USERS’ EXPERIENCES
WITH PRODUCTS
EXPERIENCE-CENTRED
DESIGN ACTIvITIES
INDUSTRIAL
DESIGN PROCESS
User’s kansei process
Experience entities:
personal characteristics
perceived kansei quality
attributes of the environ.
(product, interaction,
context)
Multi-cultural
design team
Complementary types
of thinking within a
design team
Use of representation to
improve mutual
understanding
The user’s culture is an
important factor influen-
cing Ux
Design activities
Design information
Early representation
Tools and methodologies
NCD and NPD
Innovation process
Design team
CULTURAL
ENVIRONMENT

21. Context Literature review EXPERIMENTS Contributions Conclusion
INDUSTRIAL
DESIGN PROCESS
EXPERIENCE-CENTRED
DESIGN ACTIVITIES
USERS’
EXPERIENCES
WITH PRODUCTS CULTURAL
ENVIRONMENT
12
Overview of the hypotheses - Link with literature review
HYPOTHESeS
1/ Users’ 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
“How can approaches centred on the kansei process
support early design activities?”
Research question & hypotheses
Research question
HYPOTHESIS 1
HYPOTHESIS 2
HYPOTHESIS 3

22. Context Literature review Research question Contributions Conclusion
13
Overview of the experiments
EXPERIMENTS
Exp 1 - Hypothesis 1
• Describe user experiences as compositions
of entities
Structure of the experiments
I
PERSONAL
CHARACTERISTICS
KANSEI QUALITIES
PRODUCT ATTRIBUTES
CONTEXT ATTRIBUTES
INTERACTION ATT.
KANSEI PROCESS
USER ENVIRONMENT
RELATIONSHIPS ?

23. Context Literature review Research question Contributions Conclusion
13
Overview of the experiments
EXPERIMENTS
Exp 1 - Hypothesis 1
• Describe user experiences as compositions
of entities
Exp 2, 3, and 4 - Hypothesis 2
• New methodologies for the definition and
representation of UX intentions (I, G, E&D)
• New types of representations rich in term of
design information conveyed (C)
Structure of the experiments
I G CE&D
TOOLS AND METHODOLOGIES ?
REPRESENTATIONS OF
INTENTIONS ?
DESIGN INFORMATION
CONVEYED?

24. Context Literature review Research question Contributions Conclusion
13
Overview of the experiments
EXPERIMENTS
Exp 1 - Hypothesis 1
• Describe user experiences as compositions
of entities
Exp 2, 3, and 4 - Hypothesis 2
• New methodologies for the definition and
representation of UX intentions (I, G, E&D)
• New types of representations rich in term of
design information conveyed (C)
ExP 5 - Hypothesis 3
• How can UX intentions be discussed in early
design phases
Structure of the experiments
NCD
I G CE&D
NPDUSE IN INDUSTRIAL
DESIGN PROCESS?

25. Context Literature review Research question Contributions Conclusion
13
Overview of the experiments
EXPERIMENTS
Exp 1 - Hypothesis 1
• Describe user experiences as compositions
of entities
Exp 2, 3, and 4 - Hypothesis 2
• New methodologies for the definition and
representation of UX intentions (I, G, E&D)
• New types of representations rich in term of
design information conveyed (C)
ExP 5 - Hypothesis 3
• How can UX intentions be discussed in early
design phases
Structure of the experiments
NCD
I G CE&D
NPD

26. Context Literature review Research question Contributions Conclusion
14
Exp 1:
User 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 KQ
PRODUCT
CONTEXT
INTERACT
USER ENVIRONMENT
AIm
• Describe user experiences as compositions of entities
Protocol
• 211 UX descriptions collected (189 international p.)
• Participants selected freely a product
• Description of the experience with open questions
and semantic differential scales

27. Context Literature review Research question Contributions Conclusion
15
results & discussions
• Causal relationships observed between descriptors
from experience entities
Exp 1:
User 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 > 50+
Amused
At ease
30-39 > 50+
20-29 > 30-39
Gender
(PC)
Social
In fashion
Chic, elegant
20-29 >
20-29 >
20-29 >
Curious 20-29 >
Nationality
(PC)
In fashion
Subtle
Social
At ease
20-29 >
20-29 >
20-29 >
20-29 >
Passionate
Satisfied
Surprised
20-29 >
20-29 >
20-29 >

28. Context Literature review Research question Contributions Conclusion
15
results & discussions
• Causal relationships observed between descriptors
from experience entities
• Hierarchical cluster analysis of the descriptions ac-
cording to KQ: 15 clusters
Exp 1:
User experience and the kansei process
EXPERIMENTS
Dissimilarity
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)

29. Dissimilarity
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 & discussions
• Causal relationships observed between descriptors
from experience entities
• Hierarchical cluster analysis of the descriptions ac-
cording to KQ: 15 clusters
Exp 1:
User experience and the kansei process
EXPERIMENTS
211 descriptions clustered according to their KQ (HCA result)

30. Dissimilarity
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 & discussions
• Causal relationships observed between descriptors
from experience entities
• Hierarchical cluster analysis of the descriptions ac-
cording to KQ: 15 clusters
Exp 1:
User experience and the kansei process
EXPERIMENTS
Age: 20-29
Gender: Female
Value: Capable Joyful
Loving, affectionate
Open-minded
Semantic: Intuitive Fun
Timeless
Emotion: Joyful Relaxed
Stimulated
Functioning mechanism: Static
Examples: Tent
Book
Action enabled: Communicate
Entertain
Interface: Direct Physical
Engagement: Mental
Number of users: Several users
USER ENVIRONMENT
211 descriptions clustered according to their KQ (HCA result)
Board game

31. Dissimilarity
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 & discussions
• Causal relationships observed between descriptors
from experience entities
• Hierarchical cluster analysis of the descriptions ac-
cording to KQ: 15 clusters
• 15 UX harmonics identified
• Representative of experience directions
Exp 1:
User 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 information
Age: 20-29
Gender: Female
Value: Capable Joyful
Loving, affectionate
Open-minded
Semantic: Intuitive Fun
Timeless
Emotion: Joyful Relaxed
Stimulated
Functioning mechanism: Static
Examples: Tent
Book
Action enabled: Communicate
Entertain
Interface: Direct Physical
Engagement: Mental
Number of users: Several users
USER ENVIRONMENT

32. Context Literature review Research question Contributions Conclusion
16
CONclusion
• Relationships between experience entities could be
considered all together
• Experience directions could be identified (i.e. 15 UX
harmonics)
=> Validates hypothesis 1 (UX description combining 5
entities)
Exp 1:
User experience and the kansei process
EXPERIMENTS
Contribution to hypothesis 1
NCD
I G CE&D
NPD
descriptions covering all
the UX entities

33. Context Literature review Research question Contributions ConclusionEXPERIMENTS
17
Exp 2: Kansei representation
UX 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
AIM
• Create kansei representations based on UX harmonics
• What affects the perception of kansei representations?
(understanding of design info., intrinsic kansei qualities)
creation Protocol
• Creators: Design team (selection) and designers (creation)
• Tool: UX harmonic
3 UX
harmonics
2 UX
harmonics
2 UX
harmonics
1 UX
harmonic
2 UX
harmonics
REJECTED
5 UX
harmonics

34. Context Research question Contributions Conclusion
Abstraction
level
Covered
UX entities
EXPERIMENTS
Exp 2: Kansei representation
UX harmonics translated by designers
Literature review
Inspirational user experiences
Inspirational movementsand behaviors
Inspirational music
User experiencecomponents
New B - Inspirational User experience board D
Emotion
- Proud
- Calm
- Nostalgic
Semantic
- Chic,elegant
- Comfortable
- Intuitive,easy to use
- Timeless
Aesthetic
- Pleasantto see
- Pleasantto smell
- Coherencybetween thesenses
Interface
- Directtangible
interface
Wayoffunctioning
- Staticproduct
Locationofuse
- Outdoor
- Handbag
- Wallet
- Scarf
Terminalvalues
- Maturelove
- Social recognition
- A prosperouslife
- Equality
Behavioralvalues
- Loving,affectionate
- Polite,Indulgent
- Helpful
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Style accessory/ Fashionable utility
Key attributes Examples
Maestro
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
KeywordsPicturesMusic
Kansei representation (output)
• Multi-sensory enrichment of UXH
H
(High level)
M
(Middle level)
L
(Low level)
Personal
characteristics
Kansei qualities
Product
att.
Context
att.
Interaction
att.
Design information

35. Context Literature review Research question Contributions Conclusion
19
EXPERIMENTS
Research
• 4 layouts tested
• 30 design team members
- product planner, engineer, styling designer
- female, male
• Evaluation of understanding of the design information
conveyed (30 criteria)
• Evaluation of the intrinsic kansei qualities (4 criteria)
Exp 2: Kansei representation
UX harmonics translated by designers
Evaluation of the layouts
The four types of layout presented to each participant
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
User experiencecomponents
New B - Inspirational User experience board D
Emotion
- Proud
- Calm
- Nostalgic
Semantic
- Chic,elegant
- Comfortable
- Intuitive,easy to use
- Timeless
Aesthetic
- Pleasantto see
- Pleasantto smell
- Coherencybetween thesenses
Interface
- Direct tangible
interface
Wayof functioning
- Staticproduct
Locationof use
- Outdoor
- Hand bag
- Wallet
- Scarf
Terminalvalues
- Maturelove
- Social recognition
- A prosperouslife
- Equality
Behavioralvalues
- Loving,affectionate
- Polite, Indulgent
- Helpful
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Style accessory / Fashionable utility
Key attributes Examples
Maestro
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board B
Emotion
- Curious
- Interested
Semantic
- Chic,elegant
- Intuitive
- Easy to use
Aesthetic
- Pleasantto touch
Interface
- Remotecontrol GUI
- Touchscreen
Wayof functioning
- Electricproduct
Function
- Display mediacontent
- Learn, discover
- Entertain,play
- eBook
- Smartphone
- Small meanof
transportation
(bike,motorbike,
small car)
Terminalvalues
- Truefriendship
- Senseof
accomplishment
- Wisdom
Behavioralvalues
- Logical
- Honest, frank
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Easiness, efficiency and flexibility
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Eple
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board F
Emotion
- Joyful
- Relaxed
- Stimulated
Semantic
- Intuitive
- Easy to use
- Timeless
- Fun,amusing
Aesthetic
- Pleasantto touch
Interface
- Direct tangible
interface
Wayof functioning
- Staticproduct
Amount ofusersinvolved
- Severaluser
Engagement required
- Mentalengagement
Function
- Communicate
- Entertain,play
- Board games
- Books
- Campingtent
Terminalvalues
- Maturelove
- Truefriendship
- Equality
Behavioralvalues
- Loving,affectionate
- Helpful
- Cheerful
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Fun as a group / Enabling direct social interaction
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
BananaPancakes
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
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

36. Context Literature review Research question Contributions Conclusion
20
EXPERIMENTS
Results & discussions
Participants’ personal characteristics
• Participants’ function and gender have very limited
impact on understanding of design info.
Layout of the representations
• Distance between design info. understood and inten-
tion (top):
- Sensory richness tends to lower it!
• Intinsic kansei qualities of the representation (bottom):
- Sensory richness tends to increase it!
Exp 2: Kansei representation
UX 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
Keywords
Pictures
Keywords+Pictures
Keywords+Pictures+Music
Keywords
Pictures
Keywords+Pictures
Keywords+Pictures+Music
Keywords
Pictures
Keywords+Pictures
Keywords+Pictures+Music
Keywords
Pictures
Keywords+Pictures
Keywords+Pictures+Music
Keywords
Pictures
Keywords+Pictures
Keywords+Pictures+Music
Keywords
Pictures
Keywords+Pictures
Keywords+Pictures+Music
Keywords
Pictures
Keywords+Pictures
Keywords+Pictures+Music
Keywords
Pictures
Keywords+Pictures
Keywords+Pictures+Music
Criteriawithsign.highdistance(%)Averagerating

37. Context Literature review Research question Contributions Conclusion
21
EXPERIMENTS
Conclusion
• Multi sensory representation convey design informa-
tion related to the five UX entities
• Sensory richness postively impacts reciprocal
understanding and appeal of early representations
=> Contributes to discuss hypothesis 2 (wide range of
design info.)
Exp 2: Kansei representation
UX harmonics translated by designers
Contribution to hypothesis 2
NCD
I G CE&D
NPD
creators: designers + DESIGN TEAM
tool: UX harmonics
additional: STRONG RECIPROCAL UNDERSTANDING

38. Context Literature review Research question Contributions Conclusion
22
AIM
• Can users be involved in the creation of multi sensory
kansei representations?
• What is their impact?
FIRST iteration (summary)
• Participatory design session with current hybrid car
drivers
•7 visual concrete- and abstract- and oriented directions
as output
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
7 concrete- or abstract-oriented directions (1st
iteration)
Refinement
Contrast
Premium
Geometrial
Hue: Complex composi-
tion, sophisticated colors
Contrast of hue: middle
L-D contrast: middle
Energy
Duality
Power/ Dynamism
Joy
Hue: Bright, saturated,
and vivid colors
Contrast of hue: high
L-D contrast: middle
Different & unexpected
Forward looking
Dynamic
Bold
Hue: Bright, saturated,
and vivid colors
Contrast of hue: high
L-D contrast: low
Techno. & innovative
Intelligent
Light (weight)
Leading edge
Hue: White, grey, black,
and other dark colors
Contrast of hue: low
L-D contrast: high
Smooth & fluid
Minimalism
Silence
Elegant
Hue: Mainly blue, also
grey and light colors
Contrast of hue: low
L-D contrast: high
Organic & natural
Eco-friendly
Freedom
Warm
Hue: Mainly green, yel-
low, beige, and brown
Contrast of hue: middle
L-D contrast: middle
Serene & peace of mind
Harmony
Pure
Relaxing
Hue: light colors, often
cold (blue, green, white)
Contrast of hue: low
L-D contrast: low
A/Serene &
peace of mind
B/Refinement C/Energy D/Different &
unexpected
1/Techno. & innovative
2/Smooth &
fluid
3/Organic &
natural
KanseiqualitiesPicturesColors

39. Context Literature review Research question Contributions Conclusion
23
The resulting 12 Mood boxes created
mood boxes - MB (input)
• Inspirational objects and materials
• Automotive fabrics and paint samples
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
A/ Serene &
peace of mind
B/ Refinement
C/ Energy
D/ Different &
unexpected
1/ Technological &
innovation
2/ Smooth &
fluid
3/ Organic &
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

40. Context Literature review Research question Contributions Conclusion
24
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
creation Protocol
• Creators: Users (and designers
for stimuli crea.)
• Tools: Mood box, sensory
sample, cards
Repeated for the 3 Mood boxes selected
1/ Report
demographics
2/ Mood box
selection
(1 per group)
6/ Discuss the
3 directions
created
3/ Association
of product
attributes
5/ Association
of kansei
qualities
4/ Association
of interaction
attributes

41. Context Literature review Research question Contributions Conclusion
24
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
creation Protocol
• Creators: Users (and designers
for stimuli crea.)
• Tools: Mood box, sensory
sample, cards
15 stimuli 14 stimuli 7 stimuli
Repeated for the 3 Mood boxes selected
1/ Report
demographics
2/ Mood box
selection
(1 per group)
6/ Discuss the
3 directions
created
3/ Association
of product
attributes
5/ Association
of kansei
qualities
4/ Association
of interaction
attributes

42. Context Literature review Research question Contributions Conclusion
24
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
creation Protocol
• Creators: Users (and designers
for stimuli crea.)
• Tools: Mood box, sensory
sample, cards
92 stimuli
Repeated for the 3 Mood boxes selected
1/ Report
demographics
2/ Mood box
selection
(1 per group)
6/ Discuss the
3 directions
created
3/ Association
of product
attributes
5/ Association
of kansei
qualities
4/ Association
of interaction
attributes

43. Context Literature review Research question Contributions Conclusion
24
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
creation Protocol
• Creators: Users (and designers
for stimuli crea.)
• Tools: Mood box, sensory
sample, cards
41 stimuli
Repeated for the 3 Mood boxes selected
1/ Report
demographics
2/ Mood box
selection
(1 per group)
6/ Discuss the
3 directions
created
3/ Association
of product
attributes
5/ Association
of kansei
qualities
4/ Association
of interaction
attributes

44. Context Literature review Research question Contributions Conclusion
24
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
creation Protocol
• Creators: Users (and designers
for stimuli crea.)
• Tools: Mood box, sensory
sample, cards
Repeated for the 3 Mood boxes selected
1/ Report
demographics
2/ Mood box
selection
(1 per group)
6/ Discuss the
3 directions
created
3/ Association
of product
attributes
5/ Association
of kansei
qualities
4/ Association
of interaction
attributes

45. Context Literature review Research question Contributions Conclusion
25
RESEARCH
• 41 European participants
• 25 Japanese participants
• Quantitative information gathered from:
- Association of stimuli activities
- Selection and rating activities
RESults and discussion
• Nationality has more influence than gender for both
association and selection activities
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
Cultural-specific association (w sign. diff.) for the concrete direction: “Organic & natural”
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: “Organic & natural”

46. Context Literature review Research question Contributions Conclusion
25
RESEARCH
• 41 European participants
• 25 Japanese participants
• Quantitative information gathered from:
- Association of stimuli activities
- Selection and rating activities
RESults and discussion
• Nationality has more influence than gender for both
association and selection activities
• 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 representation
participatory 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
e.peaceful
e.confident
e.serene
e.inspired
e.comfortable
e.relaxed
e.enthusiastic
e.safe
e.fascinated
e.joyful
e.intriguing
e.exciting
e.curious
e.stimulated
e.delighted
e.satisfied
e.interestede.gratified
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
v.harmonious
v.clean
v.natural
v.finesse
v.elegance
v.clever
v.simplicity
v.lightweight
v.subtle
v.smooth
v.leading-edge
v.vibrant
v.precise
v.futuristic
v.dynamic
v.timeless
v.radical
v.minimalist
v.quiet
v.energized
v.authentic
v.stands-out
v.soft
EXTREME
NATURE
ISOLATED
SAMPLES
UNEXPECTED
INNOVATIVE AND
HIGH-TECH
ZEN
SIMPLE BUT NOT
SIMPLISTIC

47. Context Literature review Research question Contributions Conclusion
26
KANSEI REPRESENTATION (OUTPUT)
• Composed of Mood-boxes, sensory samples,
KQ keywords, gesture cards
EXPERIMENTS
Exp 3: Kansei representation
participatory design sessions with users
B/Minimal and smooth fluidity C/Intelligent and surprising
high-tech
A/Light 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

48. Context Literature review Research question Contributions Conclusion
26
EXPERIMENTS
Exp 3: Kansei representation
participatory design sessions with users
B/Minimal and smooth fluidity C/Intelligent and surprising
high-tech
A/Light 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)
• Composed of Mood-boxes, sensory samples,
KQ keywords, gesture cards

49. Context Literature review Research question Contributions Conclusion
27
Conclusion
• Multi sensory representation convey design informa-
tion related to the five UX entities
• The directions identified are specific to European
(personal characteristics of users)
=> Contributes to discuss hypothesis 2 (wide range of
design info.)
Exp 3: Kansei representation
participatory design sessions with users
EXPERIMENTS
Contribution to hypothesis 2
NCD
I G CE&D
NPD
creators: USERS + designers
tool: MOOD BOXES + KANSEI CARDS + sensory samples
additional: USERS’ INFLUENCE ON THE PROCESS

50. Context Literature review Research question Contributions Conclusion
28
EXPERIMENTS
Exp 4: kansei representation
co-creation within a design team
AIM
• Co-creation within a design team (engineer, styling
designers...) of early representations
• What is the impact of representation co-creation on
generation design activities?

51. Context Literature review Research question Contributions Conclusion
29
kansei cards (input)
• 12 families of pictures and 3 families of keywords
EXPERIMENTS
Exp 4: kansei representation
co-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)

52. Context Literature review Research question Contributions Conclusion
Kansei card
family
Abstraction
level
Covered
UX entities
29
kansei cards (input)
• 12 families of pictures and 3 families of keywords
• Each family focuses on particular categories of
design information
EXPERIMENTS
Exp 4: kansei representation
co-creation within a design team
Personal
characteristics
Personal
characteristics
Kansei 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)

53. Context Literature review Research question Contributions Conclusion
30
EXPERIMENTS
Exp 4: kansei representation
co-creation within a design team
creation Protocol
• Creators: design team (styling designers, engineers...)
• Tool: Kansei cards 1/ Discuss the project
context (identify key
dimensions)
3/ Voting and/or
clustering activities
2/ Co-mapping of the
cards

54. Context Literature review Research question Contributions Conclusion
31
Example of workshop using Kansei cards
EXPERIMENTS
Exp 4: kansei representation
co-creation within a design team
KANSEI REPRESENTATION (output)
• 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

55. Context Literature review Research question Contributions Conclusion
32
RESEARCH
• 4 multi-cultural design teams (4 pers. each)
• 2x comparision “Control group” vs. “Test group”
• Evaluation of the concept generated
Concept ideas rated 1 star (left) and 3 stars (right)
EXPERIMENTS
Exp 4: kansei representation
co-creation within a design team

56. Context Literature review Research question Contributions Conclusion
32
RESEARCH
• 4 multi-cultural design teams (4 pers. each)
• 2x comparision “Control group” vs. “Test group”
• Evaluation of the concept generated
REsults & discussions
• Co-creation of kansei representations impacts:
- concept quantity: +61%
- high quality concepts (rated 2-3 stars): +52%
• 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)
EXPERIMENTS
Exp 4: kansei representation
co-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
Amountofideas
Rated 3 stars
Rated 2 stars
Rated 1 stars
Design challenge 1 Design challenge 2

57. Context Literature review Research question Contributions Conclusion
33
Conclusion
• Co-created mapping convey design information
related to the five UX entities
• Positive impact on generation activities
=> Contributes to discuss hypothesis 2 (wide range of
design info.)
EXPERIMENTS
Exp 4: kansei representation
co-creation within a design team
Contribution to hypothesis 2
NCD
I G CE&D
NPD
creators: INDUSTRIAL DESIGN TEAM
tool: KANSEI CARDS
additional: INFLUENCE ON GENERATION ACTIVITES

58. Context Literature review Research question Contributions Conclusion
34
Aim
• How are kansei-focused representations created in prac-
tice?
protocol
• Interview and report analysis related to 27 projects
• Main focusing points:
- Context (purpose, design team)
- Design activities (reasoning, audience, repres. type)
- Design information conveyed
EXPERIMENTS
Exp 5:
Use 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

59. Context Literature review Research question Contributions Conclusion
34
List of categories of design information (*originally “functionality”)
Aim
• Broader picture of how kansei-focused tools and
methodologies are used in practice.
protocol
• Interview and report analysis related to 27 projects
• Main focusing points:
- Context (purpose, design team)
- Design activities (reasoning, audience, repres. type)
- Design information conveyed
EXPERIMENTS
Exp 5:
Use of kansei representation in an industrial context
Categories Related UX entity
Value User’s personal characteristics
Semantic descriptor User’s perceived kansei quality
Emotion User’s perceived kansei quality
Style Product attributes
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
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
AbstractMiddlelevelConcrete

60. abductive reasoning scientific reasoning
Context Literature review Research question Contributions Conclusion
35
Results & discussions
Exp 5:
Use of kansei representation in an industrial context
EXPERIMENTS
“Exploratory concept” (EC) projects
Purpose: Propose new experience concepts for future break-
through products
Design team members: Multi-cultural, internal and external to TME
Reasoning: Mainly abduction
Audience: Managerial level/ Wide but fuzzy
Intermediate representations: Visual, narrative
Final 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 products
Design team: Multi-cultural, mostely internal to TME
Reasoning: Balanced between abductive and scientific
Audience: Managerial & working level/ Clear and rather large
Intermediate representations: Multi sensory, visual
Final 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 products
Design team: Multi-cultural, only internal to TME
Reasoning: Balanced between abductive and scientific
Audience: Managerial & working level/ Clear and specific
Intermediate representations: Visual
Final representations: Multi sensory, visual
Categories: Mainly combining user-related and product related de-
sign information with intention in terms of kansei qualities.
Designinformation
conveyed
Design
activities
Context
oftheprojects

61. Context Literature review Research question Contributions Conclusion
conclusion
• Three project-types dealing with UX-intentions
• Described in terms of context, design activities, and
design information conveyed
=> Validates Hypothesis 3 in the case of Toyota (integra-
tion indus. process)
Exp 5:
Use of kansei representation in an industrial context
EXPERIMENTS
Contribution to hypothesis 3
NCD
I G CE&D
NPD
36
3 typologies OF PROJECTS DESCRIbed with:
- CONTEXT
- design activities
- design information conveyed

62. Context Literature review Research question Contributions Conclusion
37
Exp 1
• Correlation between experience entities
• Experience directions identified (clusters)
=> Hypothesis 1: UX description combining 5 entities
Exp 2, 3, and 4
• Tools and methodologies to:
- define UX directions
- communicate of design information
=> Hypothesis 2: Design info. related to all UX entities
Exp 5
• Three project-types dealing with UX-intentions
• Description in terms of context, design activities, and
design information conveyed
=> Hypothesis 3: Integration into the Toyota process
Conclusion of the experiments
EXPERIMENTS
Overview Hypothesis - Experiments
NCD
I G CE&D
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

63. Model of kansei design informationKansei-Experience framework (5 entities = 5 colors)
User
Concrete
Enviroment
(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.
PC KQ
PRODUCT
CONTEXT
INTERACT
USER ENVIRONMENT
Context Literature review Research question EXPERIMENTS Conclusion
38
model of kansei Design information
• Model representing categories of design information
exchanged in early design activities
• Experience entity dimension (horizontal) in addition to
the original abstraction dimension (vertical)
Academic contributions
Contributions

64. Concrete
User
Environ-
ment
Abstract
Concrete
User
Environ-
ment
Abstract
Context Literature review Research question EXPERIMENTS Conclusion
39
Multi sensory representation and design information conveyed (EXP 3)
Multi sensory representation and design information conveyed (EXP 2)
Multi sensory early representations
• Two different types of representations
• Differences in terms of:
- creation methodologies (tools, creations)
- design information conveyed
Academic contributions
Contributions
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg

65. Concrete
User
Environ-
ment
Abstract
Inspirational user experiences
Inspirational movementsand behaviors
Inspirational music
User experiencecomponents
New B - Inspirational User experience board D
Emotion
- Proud
- Calm
- Nostalgic
Semantic
- Chic,elegant
- Comfortable
- Intuitive,easy to use
- Timeless
Aesthetic
- Pleasantto see
- Pleasantto smell
- Coherencybetweenthesenses
Interface
- Directtangible
interface
Wayoffunctioning
- Staticproduct
Locationofuse
- Outdoor
- Handbag
- Wallet
- Scarf
Terminalvalues
- Maturelove
- Social recognition
- A prosperouslife
- Equality
Behavioralvalues
- Loving,affectionate
- Polite,Indulgent
- Helpful
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Style accessory/ Fashionable utility
Key attributes Examples
Maestro
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Refinement
Contrast
Premium
Geometrial
Hue: Complex compo-
sition, sophisticated colors
Contrast of hue: middle
L-D contrast: middle
Energy
Duality
Power/ Dynamism
Joy
Hue: Bright, saturated,
and vivid colors
Contrast of hue: high
L-D contrast: middle
Different & unexpected
Forward looking
Dynamic
Bold
Hue: Bright, saturated,
and vivid colors
Contrast of hue: high
L-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
1
4 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-how
• Tools: UX harmonics, Kansei cards, Mood-boxes
• Early representations: visual and multi sensory
• Different creators: designers (EXP 2 & 3), users (EXP 3), and
design team (EXP 2 & 4)

66. Inspirational user experiences
Inspirational movementsand behaviors
Inspirational music
User experiencecomponents
New B - Inspirational User experience board D
Emotion
- Proud
- Calm
- Nostalgic
Semantic
- Chic,elegant
- Comfortable
- Intuitive,easy to use
- Timeless
Aesthetic
- Pleasantto see
- Pleasantto smell
- Coherencybetweenthesenses
Interface
- Directtangible
interface
Wayoffunctioning
- Staticproduct
Locationofuse
- Outdoor
- Handbag
- Wallet
- Scarf
Terminalvalues
- Maturelove
- Social recognition
- A prosperouslife
- Equality
Behavioralvalues
- Loving,affectionate
- Polite,Indulgent
- Helpful
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Style accessory/ Fashionable utility
Key attributes Examples
Maestro
User experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg
Refinement
Contrast
Premium
Geometrial
Hue: Complex compo-
sition, sophisticated colors
Contrast of hue: middle
L-D contrast: middle
Energy
Duality
Power/ Dynamism
Joy
Hue: Bright, saturated,
and vivid colors
Contrast of hue: high
L-D contrast: middle
Different & unexpected
Forward looking
Dynamic
Bold
Hue: Bright, saturated,
and vivid colors
Contrast of hue: high
L-D contrast: low
Context Literature review Research question EXPERIMENTS Conclusion
40
New know-how
• Tools: UX harmonics, Kansei cards, Mood-boxes
• Early representations: visual and multi sensory
• Different creators: designers (EXP 2 & 3), users (EXP 3), and
design team (EXP 2 & 4)
• 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 projects:
1
PLS projects:
2
PDD projects:
1
EC projects:
1
PLS projects:
2
PDD projects:
4
EC projects:
1
PLS projects:
1
PDD projects:
0
EC projects:
0
PLS projects:
1
PDD projects:
1
EC projects:
1
PLS projects:
2
PDD projects:
1
EC projects:
2
PLS projects:
3
PDD projects:
4
EC projects:
0
PLS projects:
2
PDD projects:
2

67. Context Literature review Research question EXPERIMENTS Conclusion
40
INDUStrial contributions
Contributions
Exampe of prescription and guidelines documents
Internal presentations (general R&D audience)
New know-how
• Tools: UX harmonics, Kansei cards, Mood-boxes
• Early representations: visual and multi sensory
• Different creators: designers (EXP 2 & 3), users (EXP 3), and
design team (EXP 2 & 4)
• Uptake in the Toyota research and pre-development
projects

68. Context Literature review Research question EXPERIMENTS Conclusion
41
UPTAKE IN PROJECTS
• Lead to higher reciprocal understanding within
the design teams
• 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 experiencecomponents
New B - Inspirational User experience board A
Emotion
- Curious
- Inspired
- Proud
- Surprised
Semantic
- Pure
- Dynamic
Aesthetic
- Pleasantto see
- Pleasantto smell
Interface
- Touchscreen
Locationof use
- Outdoor
Function
- Display mediacontent
- Learn
- Discover
- Smartphone
- Digital camera
Terminalvalues
- Excitinglife
- Pleasure
- Wisdom
Behavioralvalues
- Broad-minded
- Independent
- Curiousand
courageous
Personalvalues
TME-KD
USER PRODUCT,INTERACTION andCONTEXT
Experience context: Digital explorer
Key attributes Examples
Inspirational user experiences
Inspirational movements and behaviors
Inspirational music
Gettysburg

69. Context Literature review Research question EXPERIMENTS Conclusion
41
New Approach in vehicle pre-development
• Lead to higher reciprocal understanding within
the design teams
• Different functional divisions were able to take
ownership of the design information conveyed by
the representations
• 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

70. Context Literature review Research question EXPERIMENTS Contributions
Toyota Motor Europe’s design centre (top), head office (middle), and R&D centre (bottom)
42
Perspective
• Other types of representation (e.g. narrative, interac-
tive)
• 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:
- Tools, representations, methodologies
- Descriptive model of design information exchanged
conclusion and perspectives
Conclusion

71. Context Literature review Research question EXPERIMENTS Contributions
43
Conclusion
conclusion and perspectives
Journal publications (2 submitted, 1 published)
• 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 Design.
• Gentner, A., Bouchard, C., Favart, C. (TBC). Participatory design sessions supporting the identification of user experience directions, International Journal of Vehicle Design.
• 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)
• 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 Ergonomics.
• 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-
ence.
• 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 conference.
• Bouchard, C., Gentner, A. (2014). About the nature of Kansei information, from abstract to concrete. In Proceedings of the Kansei Engineering and Emotional Research conference.
• 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 & Management.
• 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
conference.
• Bouchard, C., Bongard-Blanchy, K., Omhover J.F., 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 conference.
• Boisseau, E., Bouchard, C., Gentner, A., Esquivel, D. (2013). Is “Portrait Chinois” efficient to cluster mental images of a Target user. In Proceedings of CONFERE conference.
• 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 Creativity.
• 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-
ence.
• Gentner, A., Bouchard, C., Esquivel, D., Favart, C. (2012). Kansei design approaches for the new concept development process. In Proceedings of CONFERE conference.
• Gentner, A., Bouchard, C., Aoussat, A., Esquivel, D. (2012). Defining an identity territory for low emission cars through multi-sensory “Mood-boxes”. In Proceedings of the Kansei Engineering and Emo-
tional Research conference.

72. Thank you!!!
Time for questions
TOYOTA

73. 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
TOYOTA