INTERNATIONAL DESIGN CONFERENCE - DESIGN 2016

Dubrovnik - Croatia, May 16 - 19, 2016.

CONSIDERING EMOTIONAL IMPRESSIONS IN

PRODUCT DESIGN: QUALITY OF LIFE THEORY
AND ITS IMPACT ON DESIGN STRATEGY

S. G. Kett and S. Wartzack

Keywords: universal design, emotions in design, user centered design,

engineering design tools, data analysis

1. Motivation
We are in times when competition significantly increases and the pressure to attract customers raises for
manufacturer of technical products. This leads to a stronger focus on user requirements all along the
product development process. There, the most significant user involvement occurs at the early stages,
when it is being decided what the product will be like and how it is going to create value for users
[Kujala 2008]. But it is also important to ensure the presence of valuable knowledge throughout the
whole process chain to meet the users' real requirements. Therefore, User Centred Design (UCD)
becomes important.
UCD comprises the consideration of physical, cognitive, sensory/perceptual, emotional and
communication capabilities of individuals in relation to the tasks they need to perform using processes,
systems, or technologies in their environment [Stanton et al. 2005]. Therefore, it is essential to consider
that the perception of products is based on user needs interwoven with the context of use [Kujala 2008].
A high relevance in these aspects is obvious, especially in Universal Design (UD). Although there are
many good approaches how to consider physical inclusion, there is still a lack in fostering psychological
aspects. Steinfeld and Smith [2013] describe this problem field as follows:
"[…] designing products to be usable by a broader population is not sufficient to ensure an improved
quality of life. If a product makes an individual feel or look awkward when using it, a user will avoid it,
even if it is free of barriers to usability. The psychosocial perspective on a product, including stigma, is
very important to end users" [Steinfeld and Smith 2013].
Concluding, there is a lack of considering those aspects that are highly implicit and hard to capture. But
empirical evidence shows that they are doubtlessly of high relevance. For instance, there are already
very good designs in the cell phone for seniors market, which already are a challenging UD task itself.
Although they might thus perfectly suit to compensate physiological disfunctions from an objective
point of view, we still state a low acceptance of these products. This leads to the entitled assumptiom
that users' decisions in this field are highly subjective. We need to provide a methodology to efficiently
take the final step to a holistic consideration within this theme where the margin of manoeuvre can be
exploited to the last. It will be thus of great value both for the success of the products themselves and
for the ameliorisation of the quality of life for everybody if we unveil the potential of those design
parameters that can now support both physiological and psychological acceptance.

HUMAN BEHAVIOUR AND DESIGN 1719

Scientific approach and research aim
In this paper, the necessity of emotional considerations in the context of UD is treated. The difficulty
lies in the fact that emotional aspects in particular are often very vague, highly subjective and intensely
complex. This might be a reason for their insufficient consideration in UD so far.
Therefore, we reconsider the initial aim of UD to better understand the current work fields. Moreover,
we look at quality of life models to locate the position of emotional design in UD research. In order to
then overcome the lack of emotional aspects in UD decision making, we look at other research fields to
provide adaptation potential. We state that before giving answer to the question how to raise the quality
of life in UD, we have to investigate UCD issues as it breaks down the aggregated problem formulation
to a single levelled question. Later on, the answer to this question can be subsumed to heterongeneity of
observed users, leading back to UD considerations.
Referring to present methodologies, we work out an alternative approach how to integrate emotional
aspects. Hence, the ACADE - an Application for Computer Aided Design of Emotional impressions -
is introduced. This concept shows high value for the respective task and offers a platform for further
investigation in the field of emotional UCD and therefore for UD.

2. State of the art

Whereas many solutions for physical inclusion are provided (e.g. [Clarkson et al. 2013], [Waller et al.
2013]), we have only little knowledge how to consider psychological inclusion. Although marketing
strategy is increasingly focusing on implicit factors in consumer behaviour, still it is hard to translate
the softly described, implicitly derived characteristic of a marketing's customer segments into robust
and measurable product requirements [Kett et al. 2014].
Indeed, the user's subjective well-being is a main issue for product design. From a user's perspective, it
is not the physics of a product that contributes to happiness. Products are rather resources that address
meaningful goals and what we do with products that can make us happy [Desmet and Pohlmeyer 2013].
In this regard, understanding user motivation can be even more essential. If the product idea does not
involve user values and motivations, it will not be accepted at all and any redesigned task sequence is
not useful either [Kujala 2008]. Recent UCD research therefore understands the interaction of users and
products more as a whole micro-cosmos, also including subjective processes [Steinfeld and Smith 2013].
These processes are hard to measure but have great impact on user acceptance.
On the contrary, product design still demands for a strict requirements definition to ensure the value
proposition and reliability of processes. Besides many other more or less mathematical approaches such
as the Usage Coverage Model [Yannou 2013] or the Perceived Quality studies by Stylidis et al. [2015],
Kansei Engineering (KE) is a good example how to quantify soft factors and especially subjective user
experience in product design. By analysing varying product attributes and their impact on users'
impressions, it is tried to translate and to make them usable for design consideration [Nagamachi 2002],
[Guo et al. 2014]. The relationship between human beings and their immediate environment can thus be
examined in a systematic way [Lévy 2013]. We also know instruments other disciplines such as
marketing strategy (see chapter 4.1). But still there is no discrete integration into product development
processes. The more, there is not synthesis of the findings in emotional investigations so far. Even if a
correlation between the product's shape to the emotional impression e. g. "comfortable" may be
assumable within a study, still it is not the answer to the question, "how comfortable the user wants the
product to be". We need to link those results to special users' profiles so that robust design synthesis can
be derived. In this paper, we pick up these findings to propose a new approach in emotional user centred
design.

3. Universal design and quality of life

As stated in [Kett et al. 2015], UD validations often strongly differ from user's actual perception. This
leads to a low acceptance of universally designed products. To unlock the potential of UD and raise its
acceptance, we need to foster the initial meaning and look beyond current practice.
Universal design aims for an inclusion of as many persons as possible, however diverse they may be. It
ensures the accessibility and operability of products and environments [Story et al. 1998].

1720 HUMAN BEHAVIOUR AND DESIGN

But as it can be stated, many approaches include mainly physiological (dis-)abilities. Moreover, they
are strongly deficit-oriented.
Indeed, the overall goal of all UD efforts is the raise of quality of life for everybody. After Felce [1995]
the quality of life can be divided into five domains (see Figure 1, a). It is defined as a combination of
life conditions and personal satisfaction. Starting from physical and material wellbeing, it also includes
social and emotional wellbeing as much as development and activity [Felce 1995].

Figure 1. Different models for the quality of life

In the same row, Maslow already identified different stages of quality of life for individuals (see Figure
1, b) in 1987 [Maslow 1987]. There is no doubt that the basic needs, physiological and safety needs such
as eating and drinking, security and safety, must be secured firstly. These are the so-called deficient
needs or, from a product development point of view, hygienic factors (comparing to Kano's model [Prefi
et al. 2014]). Having these ensured, the quality of life is mainly influenced by growth needs. These
include psychological (social and esteem), and self-fulfilment needs (self-actualisation).
Concluding, the value of a product does not only comes from its material and the physical accessibility
of environments and services associated to this (lower levels of the hierarchy), but also from the intended
meaning in social, emotional and self actualisation aspects (higher levels).
With regard to these theories, we have to adjust the understanding of UD in this manner. Whereas past
UD methods provide a very important contribution in deficient needs satisfaction, the growth needs
mostly remain unattended. Therefore, we also have to follow up these systematics in product
development processes to get one step further in maturity.

4. Measuring emotions
We indicated high potential for design inclusion by extending our understanding of the users' product
experience. Besides physiological and material needs, we also have to consider non-physiological
aspects. One main component in user's product experience is the emotional perception.
To get insight in emotional processes from a product development point of view, we need to translate
these into quantifiable, comprehensible factors. Indeed, emotions are highly subjective and implicit. We
do not understand so far, how the processes work that lead to certain impressions from a biomedical
point of view. But we know some about human physiology and sensory perception. Moreover, we know
the product properties, e.g. lengths or materials of a product. These lead to specific product
characteristics (e.g. proportions) that are then again the basis for the user's perception. So we might be
able to implicitly steer the product properties and implicitly follow up the changes and effects on
physiological (sensory perception) and emotional impressions.

HUMAN BEHAVIOUR AND DESIGN 1721

4.1 The relevance of user's emotions in buying decisions - the case of marketing strategy
It is nothing new that psychological factors mainly influence buyer's or user's decisions [Kotler et al.
2014]. In other disciplines of industrial environments, the process architecture is already adapted to
user's non-physiological needs.
Besides the large field of software development, marketing research and practice already understand the
relevance of emotional perception. There, methods and tools to better characterise and segment target
groups have been developed. Portfolio techniques, for instance, help to better understand the target
markets and the different needs of users. Especially non-physiological, mainly implicit characteristics
such as motives, self-image, norms and values can thus be gathered and visualized.
To link the potential of marketing strategy and information acquisition, we focus on alternative market
segmentation strategies. Traditional market segmentation is mainly based on e.g. demographic or
geographical characteristics. The milieus methodology as a contrary example takes alternative resources
and user specifications into account [Koppelmann 1995]. In Figure 2, a market description based on
both the social situation and the basic orientation of consumers was conducted. The segmentation
methodology then shows different outcomes that often lead to a more holistic and more precise
acquisition of users' requirements [Sinus 2012].

upper class /
upper middle liberal-intellectual
milieu high achiever
class established milieu
conservative movers
milieu social-ecological and shakers
milieu milieu
middle adaptive
class pragmatic
new middle class milieu
traditional milieu
milieu
lower middle escapist
class / precarious milieu
lower class milieu

social situ-
ation basic modernisation/
tradition reorientation
individualisation
orientation

Figure 2. Target group model "Sinus Milieu" - based on socio-cultural studies [Sinus 2012]
One difficulty within these methodologies is the soft description of the segmentation groups. To get
measurable and reasonable guidance for and from these methods, marketing needs a quantitative data
basis. Extracted from customer surveys, specific user profiles are created to characterize certain target
groups and segmentation criteria. These data sets are called impressions differentials [Frey 1993].

4.2 Linking marketing and product development

Like in marketing strategy, product development needs justifiable, quantitative data to work with. As
emotional impressions are highly implicit and subjective in nature, we need ways to translate these into
workable values. With the aforementioned profiles, the impressions differentials, we already have good
potential to start with.
So far, there is no direct adaptation of these profiles into product development processes. Once the
profiles are translated into product requirements, they are no longer used. But to keep focus on user's
soft requirements, these findings can be captured and used as measuring instruments for product design
decisions.
We therefore adapt basic elements of this methodological process for emotional investigation. To keep
to the profile strategy, it can be either used for requirements investigation on product variations (as
shown in this paper) or for a later user segmentation check vice versa. Hence, a translation scheme needs
to be qualified.

1722 HUMAN BEHAVIOUR AND DESIGN

In the following, we present an approach how to use these user profiles for a valuable, ongoing
integration into product development processes. There, profiles consisting on opposite impression pairs
are used to link emotional impressions to specific product properties.

5. ACADE - Application for Computer Aided Design of Emotional impressions

So far, a stronger focus on user's emotional affection was impressively highlighted. Based on current
findings in physical UD, we look for a way how to assess and consider both physiological and even
more emotional factors. The aim to raise the measurability and the understanding of emotional aspects
in UD leads to the creation of ACADE - an Application for Computer Aided Design for Emotional
impressions.
Using this, the product developer will be able to work without any deeper interdisciplinary knowledge
as the programme gives valuable guidance how to integrate considerations of the user's emotional
impressions of a product. To ensure the usability of the system itself, we use common tools such as CAD
software to ensure to ease of use for the product developer himself. Moreover, we already highlighted
the importance of traceability down to the specific product properties. These are mainly set in CAD
environments. In the following, we present the architecture and main structures of ACADE. It refers to
methodological approaches from KE and marketing and breaks down implicit, hardly assessable user
impressions to quantitative, measurable product properties.

5.1 General framework of ACADE

The basic question ACADE starts from is the gap between a product's and a user's perspective, the
hidden structure (see Figure 3). We further divide these two systems into two domains each: products
have characteristics (characteristics set, e. g. lengths or radii) that lead to unique product properties
(properties set, e. g. volumes or roundness), and users get their perception using their sensory systems
(e. g. to assess volume level, light intensity) to generate emotions (e. g. comfort, aesthetics). Within this
framework, two classes of parameters can be identified: On one hand, human sensory perception
parameters and the product characteristics parameters can be objectively assessed and are therefore
tangible and quantifiable (first class). On the other hand, human emotional parameters and product
properties consist on strongly implicit or subjective values as they are both intangible and dependent
from the other domains (second class). Emotional parameters can only occur based on the perception
parameters of sensory systems. Simultaneously, product properties are created by the specific
combination of characteristics [Weber 2005].

Figure 3. Schematic framework of the ACADE architecture - a systematic match-making

between products' properties and users' emotional profiles

HUMAN BEHAVIOUR AND DESIGN 1723

The links between the four domains enable an understanding of the hidden structure to unveil. Aiming
for this, we analyse the emotional profiles referring to specific product characteristics, considering other
influences. We use standardised tools and processes to ensure consistency. The following chapters offer
a deeper insight into this architecture and its respective processes giving a vivid example.

5.2 Asking questions and getting answers with ACADE

User's emotional impressions may be affected in multivariate ways - it is not that easy to sort out whether
it is only the surface or the geometry that makes a product look luxurious, expensive or modern. In some
cases, we may already have a certain assumption, but we cannot substantiate it in a quantitative manner.
One aspect - which we explicitly exclude - is the cause of impressions from a medical or psychological
point of view. For instance, the impression of a product may be influenced by similarities to commonly
known companies' branding or personal reminiscences. Within this work, we only focus on the actual
appearance of impressions and its dependencies to product design, eliminating individual influences if
possible. Moreover, to examine emotional changes in users' product perception firstly, we consciously
reduce product perception to visual impressions.
In the following, we present a case study to illustrate a certain part of the ACADE procedure. The case
study consists of a variation of keyboards and the measurement of its changes in their appeal to users.
By reducing both the changes on visual product properties and the set of examined emotional
impressions, interdependencies can be thoroughly assessed using statistical analysis.

5.2.1 Product variation

It is obligatory to ensure the availability and quantifiability of product characteristics. Based on the
product developer's expert knowledge and experience, e. g. colours or relevant geometry elements may
be selected out of a given ACADE database. The product characteristics parametrises need to be
consciously reduced to the most significant ones. A parametric CAD file then defines the type and
quantity of each characteristic change and translates the profile of each product variation into a visual
representation. In Figure 4, an extraction of a product characteristics variation table is shown, which
leads to the CAD visualisations. The so quantified product characteristics can subsequently be
aggregated to product properties such as roundness (consisting of radii, proportions between lengths and
heights, etc.).
translation
funciton
m cs

#1

#2

#3
rs
ra sti

unit
ete
Pa teri

n
tio

tio

tio
ac

ria

ria

ria
ar

va

va

va
Ch

numeric pad Vorhan1=0=ne

y/n
numeric pad + arrow keys Vorhan1=0=ne
y/n
keyboard distance Größe
mm 1=0; 2=
size outer borders Größe
mm 1=2; 2=
button distance Größe
alterna 1=0; 2=
wrist rest area Varian
alterna 1=0; 2=
roundings outer shape (vertical) mm G1=0; 2=
multi
height Größe
rad 1=5; 2=
roundings outer shape (horizontal) Varian
y / n 1=1; 2=
button height Vorhan1=0=ne
mm
angle single button Größe
mm 1=2; 2=

Figure 4. Parameters set for design variation on keyboards

and their translation into specific representatives in CAD

5.2.2 Capturing emotional impressions

As aforementioned, marketing methodology already offers great potential for the consideration of soft
and subjective factors in user's product perception and to then use them for user segmentation (see
section 4). So we now take up the profiling method to capture and link the products' attributes to general
users' impressions. These impressions have already proven to be relevant for the marketing strategy and
influence product use. Moreover, they have to be generally understandable.

1724 HUMAN BEHAVIOUR AND DESIGN

ACADE provides standardized questionnaires using impressions profiles. These profiles consist of a
bundle of opposite impression pairs, e. g. functional/playful, natural/synthetic, modern/classical (see
Figure 5). To manage the amount and complexity of data, a reduction of the questioned profiles to
relevant impression pairs is suggested. This can be done by the product developer or the marketing
expert who is able to evaluate the relevance of each impression for the project.
To gather data through the questionnaire, selected test persons are asked to fill in their profiles referring
to each of the product variation generated in 5.2.1. These persons have to be either out of the focused
target group or of high heterogeneity (in case of UD).

Figure 5. Set of a filled user impressions' profile based on impressions differentials

(cf. [Frey 1993])

5.2.3 Knowledge production

The main challenge in emotional design is the multi-objectivity optimisation problem. A certain
impression does not only depend on one single characteristic, but it is influenced by the whole shape of
a product (properties set). Moreover, the profile of a user who experiences the product is multifaceted.
Within ACADE, mathematical analysis unveils the inner structure between certain product
characteristics and their effect on user impression, managing its high complexity. Therefore, the
aforesaid systematically aggregated data of both product and user variations is linked to each other
considering empirical observation. Using the keyboard example, we now link the parametric
characteristics profiles of the CAD files to their respective user impressions profiles (Figure 3).
From the product properties variation, we get a set of (n) different keyboards. Each of it is assigned to
its specific profile, the properties vector (P). Depending on the amount of properties to be examined, the
vector has (a) dimensions. So the variations matrix for the product (MP) can be noted as in the following:

P p p
p ⋯ p
P
⋮ ⋱ ⋮ (1)
…
P p ⋯ p

From the specific user impressions, we get a set of (k)=(n)×(t) different profiles referring to each of the
keyboard variations. (t) is the number of participants of the survey. Each of it is again assigned to its
specific profile, the emotions vector (E). Depending on the amount of emotions to be examined, the
vector has (m) dimensions. For each keyboard variation, we get a set of (t) emotional profiles, so the
variations matrix for the emotions (ME) can be noted as in the following:

E e e
e ⋯ e
E
⋮ ⋱ ⋮ ∈ 1; (2)
…
E e ⋯ e

HUMAN BEHAVIOUR AND DESIGN 1725

The characteristics-emotional profiles matrix for each keyboard ( ) can hence be written as:

P E
P E
∈ 1; n (3)
…
P E

Within this matrix, we look for significance in the stability or, in other words, low standard variation of
the rows' entries. This stability indicates an emotional user impression that is widely independent from
the test persons. In the next step, structural dependencies between emotional impressions and the
variation of every single property is examined. This leads to functional specifications. Figure 6 shows
data of a pilot study where the users' impressions "comfort" and "aesthetic" are depending on the product
characteristic "roundness (amount/proportion of curves)". The comparison and examination of product
properties changes and its effects on emotional impressions lead to fuzzy data sets that can also be
examined multidimensionally.

high (5) high (3)

high (5)
comfortable

aesthetic
aesthetic
comfort

comfort
comfort

few (1) few (1)

1 2 3 4 1 2 3 4
curves (proportion) curves (proportion)
Figure 6. Extracted functional relationship between certain parameters in a pilot study
with n=20, t=20
If we have a certain target user segment profile (E ) as given from marketing (see section 4.2), and
we ask for the referring optimal product properties set (P ), the mathematical optimisation problem
can now be defined as in the following:

P E ,
P E ,
P f MK E →E E ; r ∈ 1; n (4)
… …
P E,

This leads to a pareto optimum of emotional impressions, set by specific product characteristics. Figure
7 shows an extract, examining the aforementioned examples, the user impressions "comfortable" and
"aesthetic" depending from the product characteristic "roundness". There the optimisation problem is
illustrated as a distance minimization task based on empirical data.
4
comforttarget comfort
curves (proportion)

3
2
aesthetictarget
1
0
overall value
-1
aesthetic
-2 optimum
-3
few high
emotional impression
Figure 7. Graphical illustration of the pareto optimisation problem in ACADE (pilot study)

1726 HUMAN BEHAVIOUR AND DESIGN

6. Conclusion and outlook
Technology companies facing high competitive markets need to strengthen their focus on users. It is no
more sufficient to just take physical variation in target user groups into consideration. The integration
of emotional aspects is getting more and more important for future product design as emotional
perception is rather decisive in user's acceptance.
UD in its elementary sense intents to raise the quality of life for as many people as possible. So we
illustrated that UD methodology needs an extension to emotional aspects. This domain has shown to be
highly subjective and hard to assess. To reduce the complexity, and to manage the interdependencies of
the addressed topic, ACADE was introduced. This system offers a systematic treatment to examine
highly complex and implicit processes in user's product perception. It helps to unveil hidden structures
and gives useful guidance to derive concrete design advice.
ACADE is not yet matured. For instance, we have to enhance mathematical analysis for problem and
results visualisation (like e.g. in [Bauer 2009]). Furthermore, we need to extend our approach to other
perceptions than just visual aspects, although vision is proven to be the main human sense [Dörner
2013]. Moreover, the treated impressions are not weighted to each other. So they are all in the same
importance whereas in reality they might differ in their significance in perception. Another point comes
along in the same direction. We do not assess so far whether and how much the variations of the
individual particularities in the user's sensory systems influence the product perception. Therefore, a
return system needs to be established to fully link both the knowledge about physical inclusion and
emotional affection (stigmatisation). Finally, a robust validation and verification is still outstanding. It
has to be assessed in what way the insights into one particular product variation study can be adapted to
related product types.
Although the development of ACADE is just at the beginning, it already shows high potential. From a
procedural point of view, it offers great value due to the usability of the tool itself. It is shown that many
tools in UD fail due to their lack of usability for product developers themselves [Goodman 2006]. In
addition, mathematical methods are used to further assess the significance and comprehensibility of the
extracted knowledge. Apart from this, the (interim) results and the inner structure can be visualised to
manage the complexity and the objectification process..
From a scientifical point of view, the extraction, quantification and treatment of subjective data is
possible using ACADE. The emotional impression of a product depends on a whole bundle of sensory
perception. Sensory systems can only identify the properties of a product, so the linkage between the
actual product characteristics and the users' impressions is highly implicit and otherwise hard to gather.
Moreover, many UD approaches only imply a retroperspective product evaluation [Kett and Wartzack
2015]. With the knowledge of structure derived by ACADE, the decision making process in the product
development can be supported much earlier and eventually adapted to other projects.
Concluding, integrating emotional aspects into product design considerations will become quite
important during the whole development process and methodologies like ACADE will be of high value
for future decision making within.

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Susan Gretchen Kett, M.Sc.

Friedrich-Alexander-Universität Erlangen-Nürnberg, Lehrstuhl für Konstruktionstechnik
Martensstr. 9, 91058 Erlangen, Germany
Email: [email protected]

1728 HUMAN BEHAVIOUR AND DESIGN