Four pleasure analysis

The target user profile:

Anton, 35, is a General Manager of the marketing department of a MNC in Singapore. He has degree in marketing as well as an MBA from an American University. He was offered a job by his present company even before he graduated with his masters. After a few years of hard work and rapid promotions, Anton has reached a position where he has both the spending power as well as comfort level to start enjoying his life.

Although hard working, Anton is also a party animal, frequenting clubs and pubs on the weekends till the wee hours of the morning, living by the philosophy of working hard and playing hard. Anton also enjoys a game of golf with his buddies on Sunday afternoons as a way to relieve his work stress as well as a way to keep fit since he rarely has the time to exercise on most days, being stuck in the office till late. He doesn't believe in mixing business with pleasure and would rather not be bothered by work when he is out enjoying himself.

Anton lives alone in a private apartment in an upmarket area, enjoying the bachelor lifestyle. He hires a maid to come over to tidy up the place and do the laundry once every two days since he doesn't have the time to do the household chores himself. Anton normally eats out and there are rarely any dishes to do. However, he does invite his buddies over sometimes for poker games where they polish off many cartons of beer. His circle of friends are mostly professionals like himself that he has met over the years working for the MNC. He had lost contact with his old friends after he went for his studies overseas.

Although an only child, Anton choses to stay alone away from his parents because of his years of studying overseas and being independent. He likes to feel free from obligations and wants to be his own man, in control of his own destiny. He does however, visit them once every month at their flat in Woodlands. He also helps them out with the household expenses as he still feels a sense of duty towards them, especially for their huge investment sunk in when they sent him overseas for studies.

Anton doesn't have any steady girlfriend, choosing instead to remain free from any serious relationships which he sees as a burden to the lifestyle he is enjoying. Seeing himself as a swinging bachelor, he also has a thing for the aesthetics of the 60s and 70s. He also likes designs that are unique and products that are more exclusive, helping seperate him from the crowd and celebrating his individualism.

Applying the four-pleasure framework:

Physio-pleasure:
Clubbing/drinking (Appreciation)
Golf for fitness (Need)

Socio-pleasure:
Enjoy bachelor lifestyle (Need)
Freedom from relationships (Need)
Hanging out with his buddies (Need)
Need visit parents since living alone (Appreciation)

Psycho-pleasure:
Stress release (Need)
Keeping work and play seperate (Need)
Ability to be fully in control (Need)
Feeling that he forged a successful career (Appreciation)

Ideo-pleasure:
High regard for individualism and personal freedom (Need)
Working hard and playing hard (Need)
Sense of duty to parents for upbringing (Appreciation)
Unique sense of style for the exclusive (Appreciation)

The ideal hand phone:

Product benefits specification:

• Stylish, retro look (Appeals to the retro-inspired sense of style)
• Quality finish and build (Adds to the feeling of a high quality product, something befitting one's high status)
• Designed by a renowned designer (ie. Philippe Starck, gives a sense of exclusivity and good taste)
• Slim clamshell design with large main and external display (Easy to carry and read for the active lifestyle)
• Large buttons and easy to use interface (Less stressful operation and gives the user a sense of control)
• Easy to manage contacts and grouping options (Easier to manage large groups of contacts with groups, for example, work, buddies, girlfriends)
• User defined profiles to store various configurations (Ability to quickly switch from work oriented settings to play oriented settings)
• Customisable user-interface with themes, wallpapers and screensavers (Ability to personalise the look of the phone to one's own unique taste)
• Basic organiser functions like calendar and todo list (Ability to handle some work or non-work related activities more easily)

Emotion and design

How does emotion play a role in how a product is designed? Let's take 3 examples in the form of electric guitars and see how they stack up.


The first contender: Gibson Custom Shop Zakk Wylde Aged Les Paul



Behavioral: Great tone, great handling, comfortable to play, but otherwise like most electric guitars out there

Reflective: Signature series of a well-known guitar hero with distinctive trademarks (the bulleyes paint job) to identify itself, limited edition with special aged finish and hardware (gives it an antique look), USD$6000!

Visceral: Classic sexy Les Paul shape (but common), unique paint job


The second contender: Schecter C1EA Semi-Hollow with Piezo Pickup



Behavioral: Extremely versatile in terms of tone due to the addition of piezo pickups (gives an acoustic guitar like sound when played without distortion), semi-hollow body gives it a warm acoustic tone, comfortable to play, great handling

Reflective: Apart from the piezo pickups (which are not obvious just by looking at the guitar) there is nothing special about this guitar, the price is not particularly prohibitive either

Visceral: Very plain and common looking


The final contender: BC Rich SE Beast



Behavioral: Doesn't seem particularly comfortable to play with all the sharp edges and points, no way to stand the guitar on it's own, hard to transport (need unusual shaped bag), possibly easily damaged due to all the bits sticking out

Reflective: Quite easily available (even locally) and not particularly expensive so it's not really exclusive in any way

Visceral: Extremely unusual and radical design that looks like no other guitar, makes you go "Wow!" the first time you see it, shouts aggression

Reflections on a bad design

The candidate - The wiper controls from a 2006 Subaru Legacy


To understand why this is a bad design, 2 infrequent users of the product were interviewed to see if they could still remember what each control did and how to operate them.

Their reactions:

The first user: My dad

He was able to recognize what main function the wiper control was for but failed to correctly identify how the main wiper speed was set. He thought it was done by twisting the knob as this was his experience from previous vehicles. However, in actual fact this is done by pulling or pushing the entire stem down or up.

Next, he was able to identify the interval duration control for the wiper (the knob with the marked out scale besides it) but incorrectly assumed that twisting the knob towards the larger markings made the wipers activate faster (shorter interval). The reason given for this was that it is usually the norm that the larger markings would mean a faster setting. The smaller markings actually indicate a shorter interval time and thus the knob should have been twisted upwards instead.

For the rear wiper controls, my dad didn’t have any problem identifying the functions and operation of the controls. He did however, find it weird that the marking for the ‘interval’ setting is inconsistent between the front and rear wiper controls. For the front it’s a symbol while for the rear it’s the words “INT”.

The second user: My mum

She pretty much had the same reactions and problems with the controls but in addition, she was initially unable to identify that it was for the rear wipers.

What they learnt:

Having both individually gone through the design of the wiper controls, they both then realized that the controls were not very well designed as they are not intuitive enough. Some amount of trial and error would be needed to figure out how to use the controls.

Both of them had relied on their past experiences with other vehicles as well as certain assumptions about conventions in design (such as the larger markings = faster/bigger assumption) to aid them in understanding these controls. However, through their interaction with this specific design, they then realized that these assumptions may not always be the case.

Their impressions on the brand:

Both of them however, did not feel that feel that this poorly design component would affect their impression of the brand as it was only a trivial matter.

Personal thoughts:

Having used these controls myself on quite a regular basis, especially during these few rainy weeks, it is still easy to understand why one would be confused by them. I only figured them out after some period of trial and error, especially the interval duration setting.

Both my parents have not used these controls for a few months and it would seem that their operation is easily forgotten. All these factors point to the importance for such product design to be intuitive and natural to the user so that for example, the common assumptions made by users can be applied. It was not at all surprisingly that they were confused by the controls, especially the interval duration setting since the mapping used is counter-intuitive.

Welcome to my new Blog aka Rantspace!

This blog was spawned out of necessity to fulfil a module requirement. The only other blog I've ever created (and still maintain) is my photoblog. Anyway, I might get hooked on this whole "share your thoughts with the world as if they give a (insert animal)'s (insert body part)" thing. =^)