1. Kansei Engineering in
User-centered design
This
talk
introduces
my
research
at
AUT
before
joining
the
Centre.
My
research
focuses
on
Emo=onal
design
and
impact
of
products'
formal
proper=es
on
seman=c
experien=al
proper=es.

2. ‘Attractive Things Work Better.’
“Aesthetically pleasing objects enable you to work
better… Products and systems that make you feel
good are easier to deal with and produce more
harmonious results. When you wash and polish your
car, doesn’t it seem to drive better?– Donald Norman

3. 1.Visceral
2. Behavioral
3. Reflective

4. Visceral level means outward appearance. It relates to users feeling,
such as the experience sense of smell, sense of touch, sense of hearing
and visual sense. A nice looking design directly appeals to the users, and creates
a sense of happiness.
1963 Jaguar, classic beauty: sleek, elegant, exciting
- Dominates physical features
- Has the same rules all over the world
- Is about initial reactions r
- Is all about immediate emotional impact

5. Behavioral level means that whether a design is a fantastic
functional product or not. Designing a product is not just helping users
to know how to use it. Also, making them feel they can control the
product, so the product can work the way they want.
Global knives

6. Reflective is about personal feeling and thinking, is
about notice others perspective, as well as is about our own
imagination. A great reflective product can have a great appealing
towards the users.
Hummer
-The message, culture, the meaning of the product or its use
- Evoking personal remembrance
- Self-image
- All about long-term customer experience

7. Visceral
sensory
input
How
a
user
wants
to
feel?
Behavioral
use
&
usability
What
a
user
wants
to
do?
Reflec=ve
meaning
Who
a
user
wants
to
be?

9. K A N S E I
感
性
工
学 Takete
Lumumba
Takete Lumumba

10. K A N S E I
感
性
工
学

11. Power
of
Emo=on
Kansei Engineering System (KES)
Emotional Engineering
Affective Engineering

12. Kansei is “the consumer’s psychological feeling” towards product properties.
Kansei Engineering maps individual features of a product, service or
brand to customers’ subjective responses.

13. Mazda Miata
Formal properties (sound) Experiential properties (speed)

14. Kansei Engineering Methodology

15. Product:
Jewelry
Target
group:
Female
20-­‐35
with
visual
art
background
Choose
of
Domain
Big
Market
caused
by
Persian
culture
and
custom

16. 1
Seman)c
Domain
• Finding
Kansei
words
• Interview
with
focus
group
• Kansei
words
classifica=on
• Choosing
the
final
category
2
proper)es
Domain
• Designing
jewelry
inspiring
by
Avestan
Alphabet
forms
• Choosing
some
ideas
• Presen=ng
designs
by
formal
proper=es
4
Test
of
validity
• Ques=onnaire
• Data
analysis
• Final
designs
based
on
user
choice
3 Synthesis

17. • Interview
with
poten=al
user
• Interview
with
experts
• Adver=sement
and
commercials
• Fashion
websites
and
Magazine
S e m a n = c
D o m a i n

18. Interview Results: User priority

19. ‫دﻟﻔﺮﯾﺐ‬
‫ﯾﻮﻧﯿﮏ‬
‫
ﻧﻔﺲ‬‫ﻪ‬‫
ﺑ‬‫د‬‫اﻋﺘﻤﺎ‬
‫ﻫﻤﺎﻫﻨﮕﯽ‬
‫ﭼﺸﻤﮕﯿﺮ‬
‫ﺧﻮﺷﯽ‬
‫ﺟﺬاب‬
‫ﺧﺸﻦ‬
‫ﺷﯿﮏ‬
‫
اﺻﺎﻟﺖ‬‫ﺎ‬‫ﺑ‬
‫ﮔﺮاﻧﺒﻬﺎ‬
‫ﲡﻤﻠﯽ‬
‫روﯾﺎیی‬
‫ﭘﺎﮐﯽ‬
‫ﮐﻤﺎل‬
‫ﻓﺎﻧﺘﺰی‬
‫ارﺗﺒﺎط‬
‫ا‬‫اﻏﻮ‬
‫ه‬‫ﮐﻨﻨﺪ‬
‫ﮏ‬‫ﺗ‬
‫ز‬‫ﺑﻠﻨﺪﭘﺮوا‬
‫ر‬‫وﻗﺎ‬
‫ن‬‫
زد‬‫ق‬‫ﺑﺮ‬
‫ﺶ‬‫ﻋﯿ‬
‫ﯽ‬‫ﺧﻮاﺳﺘ‬
‫غ‬‫ﺷﻠﻮ‬
‫ﺪ‬‫ﺟﺪﯾ‬
‫ﯽ‬‫رﺳﻤ‬
‫ارزﺷﻤﻦ‬
‫د‬
‫ﻒ‬‫ﻇﺮﯾ‬
‫ی‬‫ﮐﺎر‬
‫ی‬‫
ا‬‫ﻪ‬‫اﻓﺴﺎﻧ‬
‫ﯽ‬‫ﺳﺎدﮔ‬
‫ت‬‫ﺳﻌﺎد‬
‫ﯽ‬‫ﺗﺨﯿﻠ‬
‫ﯽ‬‫ﻫﻤﺮاﻫ‬
‫ﺮ‬‫اﻓﺴﻮﻧﮕ‬
‫ﺰ‬‫ﻣﺘﻤﺎﯾ‬
‫ت‬‫
ﻗﺪر‬‫ﺲ‬‫ﺣ‬
‫ن‬‫ﻣﺘﻮاز‬
‫ﻢ‬‫
ﭼﺸ‬‫ﻪ‬‫ﺑ‬
‫ن‬‫آﻣﺪ‬
‫ت‬‫ﻟﺬ‬
‫ﻞ‬‫ﺧﻮﺷﮕ‬
‫ه‬‫ﭘﯿﭽﯿﺪ‬
‫ﻮ‬‫ﻧ‬
‫ﮋ‬‫ﺑﺎﭘﺮﺳﺘﯿ‬
‫ﯽ‬‫ﻗﯿﻤﺘ‬
‫ﻞ‬‫ﻣﺠﻠ‬
‫ﯽ‬‫ﺧﯿﺎﻟ‬
‫م‬‫ﻣﻌﺼﻮ‬
‫ﯽ‬‫ﺧﻮﺷﺒﺨﺘ‬
‫ﻪ‬‫ﺷﺎﻋﺮاﻧ‬
‫ﻪ‬‫ﲡﺮﺑ‬
‫ﺎ‬‫ﻓﺮﯾﺒ‬
‫ت‬‫ﻣﺘﻔﺎو‬
‫ن‬‫ازدﯾﮕﺮا‬
‫ﺐ‬‫
ﻃﻠ‬‫ه‬‫ﺟﺎ‬
‫ﻊ‬‫ﻣﺘﻮاﺿ‬
‫ﯽ‬‫ﳕﺎﯾﺸ‬
‫ﺎ‬‫ﺑ‬
‫س‬‫اﺣﺴﺎ‬
‫ﮏ‬‫ﺑﺎﳕ‬
‫ﺮ‬‫
وﭘﺎﮔﯿ‬‫ﺖ‬‫دﺳ‬
‫ز‬‫
رو‬‫ﺪ‬‫ﻣ‬
‫اﻧﺪﯾﺸﻤﻨﺪان‬
‫ه‬
‫ﻞ‬‫اﺻ‬
‫و‬
‫ق‬‫زر‬
‫ر‬‫
دا‬‫ق‬‫ﺑﺮ‬
‫ﯽ‬‫ﺟﺎدوﯾ‬
‫ﯽ‬‫ﺑ‬
‫ه‬‫ﮔﻨﺎ‬
‫و‬
‫ﺐ‬‫
ﻋﯿ‬‫ﯽ‬‫ﺑ‬
‫ﺺ‬‫ﻧﻘ‬
‫ﻞ‬‫ﺳﻤﺒ‬
‫ﻖ‬‫ﻋﺸ‬
‫ﻞ‬‫ﺗﻌﺎﻣ‬
‫ه‬‫ﮔﻤﺮا‬
‫ه‬‫ﮐﻨﻨﺪ‬
‫ه‬‫
وﯾﮋ‬‫م‬‫ﻓﺮ‬
‫ﺖ‬‫ﺑﺎاﺑﻬ‬
‫و‬‫
ر‬‫ﻪ‬‫ﻣﯿﺎﻧ‬
‫ﯽ‬‫ﺧﻮدﳕﺎﯾ‬
‫ﺧﻮﺷﺎین‬
‫د‬
‫ﻪ‬‫ﺑﺎﺳﻠﯿﻘ‬
‫ه‬‫
اﻓﺘﺎد‬‫ﺎ‬‫
ﭘ‬‫ﺶ‬‫ﭘﯿ‬
‫ن‬‫ﻣﺪر‬
‫م‬‫ﻋﺎ‬
‫ﮏ‬‫ﮐﻼﺳﯿ‬
‫م‬‫ﻋﺎ‬
‫ه‬‫ﺑﺎﺷﮑﻮ‬
‫ه‬‫
ﺟﻠﻮ‬‫ﺎ‬‫ﺑ‬
‫ﺮ‬‫
ﻧﺎﭘﺬﯾ‬‫ﺎ‬‫ﻓﻨ‬
‫ﮐﻮدﮐﺎ‬
‫ﻪ‬‫ﻧ‬
‫ﻞ‬‫ﮐﺎﻣ‬
‫ن‬‫ﺷﺪ‬
‫ﻞ‬‫ﺳﻤﺒ‬
‫ی‬‫
وﻓﺎدار‬
‫ﺲ‬‫ﳌ‬
‫ن‬‫ﮐﺮد‬
‫ﺮ‬‫
ﮔ‬‫ه‬‫ﺟﻠﻮ‬
‫ﻪ‬‫
ﺑ‬‫ﺮ‬‫ﻣﻨﺤﺼ‬
‫د‬‫ﻓﺮ‬
‫ﺪ‬‫ﻗﺪرﲤﻨ‬
‫ﺰ‬‫
آﻣﯿ‬‫ﺖ‬‫ﻣﺴﺎﳌ‬
‫ر‬‫اﺛﺮﮔﺬا‬
‫ﺲ‬‫ﺣ‬
‫ب‬‫ﺧﻮ‬
‫ﺎ‬‫زﯾﺒ‬
‫ی‬‫ﺗﮑﺮار‬
‫ی‬‫اﻣﺮوز‬
‫ﯽ‬‫ﺳﻨﺘ‬
‫ﺑﺎﺑﺼﯿﺮ‬
‫ت‬
‫ﻮ‬‫ﺗﻼﻟ‬
‫ز‬‫ﻣﺮﻣﻮ‬
‫ﻪ‬‫ﺧﻼﺻ‬
‫ﺎ‬‫اﻧﺘﻬ‬
‫ﻪ‬‫زﻧﺎﻧ‬
‫ص‬‫ﺧﺎ‬
‫ا‬‫
ﭘﺮو‬‫ﯽ‬‫ﺑ‬
‫ﻪ‬‫ﻣﻨﺼﻔﺎﻧ‬
‫ﻦ‬‫روﺷ‬
‫ه‬‫ﮐﻨﻨﺪ‬
‫ر‬‫ﺷﻮ‬
‫ه‬‫دﳋﻮا‬
‫ﯽ‬‫ﻣﻌﻤﻮﻟ‬
‫ﭘﯿﺸﺮ‬
‫ﻪ‬‫ﻓﺘ‬
‫ﯽ‬‫ﻗﺪﯾﻤ‬
‫ﻧﺎﻣﺤﺪو‬
‫د‬
‫ﮏ‬‫ﺳﻤﺒﻠﯿ‬
‫ﻣﯿﻨﯿﻤﺎ‬
‫ل‬
‫ن‬‫ﺑﯿﮑﺮا‬
‫ﺖ‬‫ﻇﺮاﻓ‬
‫ه‬‫وﯾﮋ‬
‫ﻞ‬‫ﻣﺴﺘﻘ‬
‫ل‬‫ﻣﺘﻌﺎد‬
‫و‬
‫ﺶ‬‫ﺗﺎﺑ‬
‫ﻮ‬‫ﺗﻼﻟ‬
‫ن‬‫ﻫﯿﺠﺎ‬
‫ب‬‫ﺧﻮ‬
‫ی‬‫ﺑﺎزار‬
‫ز‬‫ﭘﯿﺸﺘﺎ‬
‫ﺲ‬‫ﻟﻮﮐ‬
‫ﻪ‬‫ﻧﺸﺎﻧ‬
‫ﺳﻬﻮل‬
‫ت‬
‫اﺳﺘﻔﺎد‬
‫ه‬
‫ق‬‫ﺧﺎر‬
‫ه‬‫اﻟﻌﺎد‬
‫ﺖ‬‫ﻟﻄﺎﻓ‬
‫ی‬‫
ﻋﺎد‬‫ﺮ‬‫ﻏﯿ‬
‫ﺖ‬‫
ﺷﻬﺎﻣ‬‫ﺎ‬‫ﺑ‬
‫ﺐ‬‫ﻣﺘﻨﺎﺳ‬
‫ﻪ‬‫
ﺗﻮﺟ‬‫ﺐ‬‫ﺟﻠ‬
‫ﻦ‬‫ﺑﻬﺘﺮﯾ‬
‫ﺲ‬‫ﺣ‬
‫ﻢ‬‫ﭼﺸ‬
‫ز‬‫ﻧﻮا‬
‫ﺮ‬‫
ﮔﯿ‬‫ﻪ‬‫ﮔﻮﺷ‬
‫ﺖ‬‫ﺷﮕﻔ‬
‫ﺰ‬‫اﻧﮕﯿ‬
‫ل‬‫
ﻣﻌﻤﻮ‬‫ﺮ‬‫ﻏﯿ‬
‫ﺮ‬‫
ﺳ‬‫ه‬‫ﺧﯿﺮ‬
‫ه‬‫درﺧﺸﻨﺪ‬
‫ق‬‫اﺷﺘﯿﺎ‬
‫ﯽ‬‫ﺧﻮﺑﺮوﯾ‬
‫ﻪ‬‫اﺣﻤﻘﺎﻧ‬
‫ح‬‫رو‬ ‫دارای‬
‫ﯽ‬‫ﺧﻮدﺧﻮاﻫ‬
‫ه‬‫ﺧﯿﺮ‬
‫ه‬‫ﮐﻨﻨﺪ‬
‫ﺐ‬‫ﺟﺎﻟ‬
‫ﯽ‬‫
داﺷﺘﻨ‬‫ﺖ‬‫دوﺳ‬
‫ﯽ‬‫
ﻃﻠﺒ‬‫ی‬‫ﺑﺮﺗﺮ‬
‫ﻪ‬‫ﺑﺮﺟﺴﺘ‬
‫ﻪ‬‫ﺟﺮﻗ‬
‫ه‬‫ﺑﺎﻣﺰ‬
K a n s e i T e r m i n o l o g y
New-fashioned
Luxury
Prestige
Valuable
Marvelous
Elegant
Glamorous
Unique
Impressive
Charming
Cheery
Fantasy

20. Limit the Domain: Inspiration by Avestan Alphabet forms

21. Concept sketching (300)

23. Modeling
180
concepts
by
Matrix
so^ware
of
Jewelry
(Varied
texture,
color,
gems…)

45. ‫ﻁطﺭرﺍاﺡحﯼی‬ ‫ﺏبﺥخﺵش‬ ‫ﺩدﺭر‬ ‫ﺏبﻉعﺩدﯼی‬ 3 ‫ﻡمﺩدﻝلﻩهﺍاﯼی‬

55. Choosing
5
most
different
forms
o f
c o n c e p t s
t o
t e s t

56. Concept
No
1

57. Concept
No
2

58. Concept
No
3

59. Concept
No
4

60. Concept
No
5

61. Visual
proper=es
space

62. Seman=c
proper=es
Ques=onnaire

66. R E S U L T
S Y N T H E S I S
OF

68. Trend 4
45
50
55
60
65
70
75
80
85
Luxury
Pres)ge
Valuable
Cheery
Charming
Marvellous
Impressive
Unique
Fantazy
Glamorous
Elegant
New-­‐fashioned
45
50
55
60
65
70
75
80
85
Cheery
Fantazy
Pres)ge
Luxury
Marvellous
Unique
Glamorous
Impressive
New-­‐fashioned
Charming
Valuable
Elegant
Trend 1

71. ‫ﻩهﺍا‬ ‫ﻁطﺭرﺡح‬ ‫ﺏبﻩه‬ ‫ﻥنﺱسﺏبﺕت‬ ‫ﻡمﺭرﺩد‬ ‫ﻭو‬ ‫ﺯزﻥن‬ ‫ﮎکﻥنﻥنﺩدﮒگﺍاﻥن‬ ‫ﺵشﺭرﮎکﺕت‬ ‫ﺩدﯼیﺩدﮒگﺍاﻩه‬ ‫ﺕتﻑفﺍاﻭوﺕت‬
Elegant
FemaleMale
Charming
Unique
Cheery

72. Formal
properties
Related
experiential properties
Opposite
experiential properties
1 Pearl
Marvelous,
Elegant,
Unique
Impressive,
New-­‐fashioned
Pres=ge,
Luxury
Pearls
Cheery,
Marvelous
New-­‐fashioned
Pres=ge,
Valuable
Simple Form
Charming,
Elegant,
Unique
Luxury
Complex Form
Glamorous,
Luxury
New-­‐fashioned
Impressive,
Pres=ge
Dark colour Gem
Valuable,
Pres=ge
Cheery,
Fantasy
New-­‐fashioned
Light colour Gem
Cheery,
Elegant,
Fantasy
-
Black pearl
New-­‐fashioned,
Glamorous
Pres=ge
Light Pearl
Fantasy,
Impressive
Marvelous,
Elegant
Luxury
1 Chain
Charming,
Unique,
Elegant
Luxury
Chain collection
Glamorous,
Luxury,
Valuable
Impressive
Ancient Motives
Pres=ge,
Valuable
New-­‐fashioned,
Cheery
Fantasy,
Unique

73. Marvelous
E l e g a n t

76. E l e g a n t
Glamorous
V a l u a b l e

81. T h a n k s
Q u e s t i o n ?
Mobina.nouri.1@city.ac.uk
Centre of creativity in professional practice
HCDI, Informatics Department
City University London