Kansei requirements analysis/quantification method and practice of Kansei design and its key points

Understanding Kansei: The Basics

Kansei is a Japanese term that refers to the psychological feeling, sensitivity, or emotional response that a person has towards a product or design.
It’s about capturing the intangible aspects that affect user experience beyond the basic functionality or physical appearance.
Kansei goes beyond traditional usability analysis by focusing on what users feel insensory terms when interacting with a product or service.

In the realm of design and product development, Kansei requirements analysis aims to bridge the gap between technical specifications and emotional responses.
It helps designers create products that resonate emotionally with the end-users, ensuring a deeper satisfaction and connection.

Kansei Requirements Analysis

To implement Kansei design effectively, understanding the requirements analysis is crucial.

Emotional Mapping

Emotional mapping involves identifying the emotions that a product should evoke.
This step requires comprehensive research involving customer interviews, surveys, and observational studies.
By compiling data on users’ emotional triggers, designers can better cater the design towards creating these desired emotions.

Identifying Key Emotions

Not all emotions are created equal when it comes to products.
It’s important to categorize which emotions are most relevant to the product experience.
For example, a toy might aim to evoke joy and curiosity, while a luxury car might aim for feelings of prestige and comfort.

User Personas and Context

Creating user personas helps designers to clarify who the product is for and in what context it will be used.
Understanding users’ backgrounds, preferences, and needs allows designers to tailor the emotional attributes of products to fit these profiles.
This way, Kansei requirements are better aligned with the real-life use cases of the product.

Quantification Methods in Kansei Design

While Kansei is inherently qualitative, quantifying these emotional factors is necessary for effective analysis and design iteration.

Semantic Differential Method

The Semantic Differential Method uses bipolar adjective scales to assess user attitudes toward a product.
For instance, a user might be asked to rate a product on a scale of “Comfortable-Uncomfortable” or “Stylish-Plain.”
This method helps quantify emotional attributes by providing numerical values that can be analyzed statistically.

Kansei Engineering

Kansei Engineering systematically translates a consumer’s feelings and needs into design elements.
This method utilizes various tools such as surveys, focus groups, and visual or tactile stimuli to gather data.
The data is then analyzed to establish correlations between design features and emotional responses, helping designers make informed choices.

Conjoint Analysis

Conjoint analysis evaluates how users value different attributes of a product and how these attributes influence their emotional responses.
By presenting users with different product feature combinations, designers can identify which features drive positive emotions and influence purchase decisions.

Practicing Kansei Design

To implement Kansei Design efficiently, integrating these insights into the design process is vital.

Iteration and Prototyping

Creating iterative prototypes is crucial in Kansei design.
These prototypes should be tested with real users to observe emotional reactions and collect feedback.
This process allows designers to refine elements that do not evoke the intended emotions and improve the design progressively.

Collaborative Workflows

Kansei Design requires collaboration between designers, psychologists, marketers, and end-users.
By combining insights from these various stakeholders, products can better meet emotional expectations while maintaining practical functionality.

Feedback Loops

Establishing continuous feedback loops from users ensures that emotional expectations continue to be met post-launch.
This feedback can guide future updates and iterations to enhance user satisfaction over time.

Key Points in Kansei Design

Understanding and applying Kansei Design can seem complex, yet some key points can guide the process:

User-centric Approach

Kansei Design should always prioritize user emotions and needs.
Maintaining focus on what the user feels rather than just what they do ensures meaningful engagement.

Integration of Technology and Emotion

Tech innovations should be leveraged to amplify emotional connections.
For instance, VR or AR can help create immersive experiences that capture desired Kansei responses.

Flexibility and Adaptation

Designing with Kansei in mind requires flexibility.
Adjustments in design strategies may be necessary as more is learned about user emotions and preferences.

Conclusion

Kansei Design represents the pinnacle of aligning technical prowess with human emotion.
By understanding and implementing effective Kansei requirements analysis and quantification methods, designers can create products that not only cater to user needs but also establish powerful emotional connections.
This human-centric approach in design ensures that products are not merely used, but loved, creating meaningful experiences that resonate with users on a deeper level.