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Empathic DesignAnd Design Thinking.
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Empathic Design
Introduction What is Empathic Design
The Whole Product Model
The Kano Model
Summary
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Empathic Design
What is Empathic DesignDelighting customers is vitalrequirement for survival within
todays unpredictable marketplace.Products must now appeal at the
emotional level, surprising them by
giving them things they never knewthey needed.
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Empathic Design
What is Empathic DesignEven the most talented productdesigner would be wise to use
customers and users as a source ofinspiration, however customers oftenfind it hard to tell designers what will
excite them about products in thefuture.
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Empathic Design
What is Empathic DesignEmpathic design encompasses avariety of techniques that are
participatory, in-depth and qualitativein nature. The aim is to equipdesigners with uncaptured customerinformation that helps to stimulate
innovation and differentiate theirproduct and to delight customers.
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Empathic Design
The Whole Product ModelIt allows a more comprehensiveconception of a product, one which
incorporates elements beyond itstechnical capabilities. Why?
- product differentiation deteriorates
over time; and many customers rankintangibles as equally as important.
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Empathic Design
PotentialAugmentedExpectedCore
The Whole Product Model
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Empathic Design
Core Elements: The absoluteminimum elements a product musthave. For instance a car must have
an engine & wheels. Expected Elements: Those elements
which the customers expect the
product to have. For example a caris expected to have a radio andintermittent windscreen wipers.
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Empathic Design
Augmented Elements: Which furtherdifferentiate the product, such as
Volvos side impact air bags, or
Nissans 6 year corrosion warranty. Potential Elements: Often intangible,
but give added value the feeling of
driving a Mercedes or aboveeveryone else in a Land RoverDiscovery.
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Good examples..
Core elements
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Expected Elements
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Augmented elements
Consumer is temped to give their I-Pod
unique/additional features etc.
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Potential elements
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Empathic Design
As a market matures, expected andaugmented elements become coreelements. For example, intermittent
windscreen wipers, originally forlorries, became an extra for the carmarket, and now seen as a Coreelement. Airbags, first an optionalextra became standard and noweverywhere.
These elements often effect price..
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Products that wowed!
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Empathic Design
An Extremely Brief History!The Kano Model: was formallyintroduced to the world in 1982 by
Professor Noriaki Kano of Tokyo RikaUniversity. The paper was called
Attractive Quality and Must-Be
Quality at the 12th
Annual Meeting ofthe Japan Society of Quality Control.
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Empathic Design
The Kano Model
Excitement
Basic
Performance
Delight
Dissatisfaction
Low High
Level of
achievement
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Empathic Design
The Kano ModelThe Model shows that customerresponses can be classified into 3
types: Basic
Performance
Excitement
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Empathic Design
Basic:For example, when going for a meal,the customer expects there to be a
place setting. If there isnt one thecustomer will be dissatisfied. If thereis one, no credit will be given
because there is supposed to be one!
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Empathic Design
Performance:The customer expects their order tobe taken promptly, accurately and the
food delivered in reasonable time.The better the restaurant meetsthese needs, the more satisfied thecustomer is!
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Empathic Design
Excitement:Excitement is generated because thecustomer received some feature that
they did not expect. That is to say therestaurant providing free champagne
on the house.
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Empathic Design
SummaryCompetitive products must flawlesslyexecute all three types. Meeting
customer needs provides thefoundation for removingdissatisfaction. Exceeding the
customers performance expectationscreates competitive advantage.
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Quick Break..
Grab a drink, back in 10 mins please. Point of interest: Future phone design concepts
from the 1970s !!!
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> There are four principle psychological
factors:(1) Motivation
(2) Perception
(3) Learning
(4) Beliefs/Attitudes
Psychological influences
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Market Segmentation
> Human needs and wants are an essentialcatalyst within the marketing concept.Maslow advocates that there varying levelsof need:
> Basic Physiological Needs (food, sleep,temperature)
> Safety Needs (protection from danger)
> The Need for Recognition (love, belonging)
> Ego Needs (self esteem, respect from
others)
> Self-fulfilment (realisation of one's totalbeing, creativity)
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Maslows Hierarchy ofNeeds
Self Actualisation
Esteem Needs
Belongingness andLove Needs
Safety Needs
Physiological needs
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Consumer Behaviour
> Many consumer purchases are individual.When purchasing a Mars bar a person maymake an impulse purchase upon seeing anarray of confectionery at a newsagent'scounter
> However, decision-making can also be madeby a group such as a household. In such asituation a number of individuals may interactto influence the purchase decision. Eachperson may assume a role in the decision-
making process. Five roles are outlinedbelow. Each may be taken by parents,children or other members of the buyingcentre
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Buying decision process
> This involves focusing on three distinctelements:
(1) The buying roles within the decisionmaking unit;
(2) The type of buying behaviour; and
(3) The decision process
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Consumer Behaviour
Within the buying process there are five roles:
(1) the Initiator
(2) the Influencer
(3) the Decider
(4) the Buyer
(5) the Users
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Consumer Behaviour
>Initiator: the person who begins the processof considering a purchase. Information maybe gathered by this person to help thedecision
>Influencer: the person who attempts topersuade others in the group concerning theoutcome of the decision. Influencers typicallygather information and attempt to imposetheir choice criteria on the decision
> Decider: the individual with the powerand/or financial authority to make theultimate choice regarding which product tobuy
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Consumer Behaviour
> Buyer: the person who conducts thetransaction. The buyer calls the supplier,visits the store, makes the payment andeffects delivery
> User: the actual consumer/user of theproduct
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Consumer Behaviour
> One person may assume multiple roles in thebuying group. In a toy purchase, forexample, a girl may be the initiator, andattempt to influence her parents, who are thedeciders. The girl may be influenced by her
sister to buy a different brand. The buyermay be one of the parent who visits the storeto purchase the toy and brings it back to thehome. Finally, both children may be users ofthe toy
> Although the purchase was for one person, inthis example marketers have fouropportunities-two children and two parents-toaffect the outcome of the purchase decision.
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Phases within the buyingprocess
> Within the buying process there are a fivekey phases:
(1) Recognition of the problem
(2) The search for information involving four
distinct sources:- personal sources
- public sources
- commercial sources
- experimental sources(3) Evaluation of alternatives
(4) The purchase decision
(5) Post-purchase behaviour
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The Buying Process
> The influencing factors include: the productsattributes (price, performance, quality and
styling); their relative importance to theconsumer; the consumer's perception of eachbrand's image; and the consumer's utilityfunction for each of the attributes
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Design decisions
> By understanding the issues related toconsumer analysis it is then possible to beginto modify the product offering by:
(1) changing the physical product (addingfeature/repositioning)
(2) changing beliefs about the product(psychological repositioning)
(3) changing beliefs about competitorsproducts (competitive depositioning)
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Design decisions
(4) changing the relativeimportance of particularattributes - as a product moves
through the product life cycle
(5) emphasising particularproduct features previously
ignored(6) change buyers' expectations
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Th ti f d t
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The notion of productchange
> The main purpose of the product life cycle isto remind us of three characteristics: (1) thatproducts have a limited life; (2) that profitlevels are not constant, but change
throughout a products life; and (3) that theproduct requires different strategies at eachstage of the lifecycle (Kotler 1992)
> Within the Product Life Cycle a producttravels through a series of stages. The ability
to mange and react accordingly to thesestages determines the success or failure ofthe product
St d d P d t Lif
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Standard Product LifeCycle (PLC) Curves
> The main implication of the PLC is to avoidhaving a high proportion of a company'sproducts at the end of their life cycles.Drucker (1963) has established that thereare six categories of products which relate tothe notion of product elimination:
(1) Tomorrow's Breadwinners
(2) Today's Breadwinners - yesterday'sinnovation
(3) Products capable of contributing to profit
with substantial help(4) Yesterdays Breadwinners
(5) Also Ran's
(6) Failures
St d d P d t Lif
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Standard Product LifeCycle (PLC) Curves
> The purpose of these categories is todetermine which products should bemaintained, built upon or eliminated. ThePLC also provides valuable information foranalytical tools (such as the Boston Matrix
and GEC model)> Many of the lifecycle curves indicated are
generalised and the shape of curves will varywidely from product area to area and fromcompany to company
> It must also be noted that there is nothingfixed about the length of a cycle or thelength of its various stages
St d d P d t Lif
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Standard Product LifeCycle (PLC) Curves
> It has been suggested that the length of thecycle is governed by:
(1) the rate of technical change
(2) the rate of market acceptance
(3) the ease of competitive entry
Product life cycle 1: Introduction 2: Growth 3: Maturity 4: Decline
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Product life cyclephases 1: Introduction 2: Growth 3: Maturity 4: Decline
MarketCharacteristicsSales Low Increasing rapidly Peaking DecliningCosts per customer High Average Low LowProfits Negative Increasing High Declining/negativeCustomer type Innovators Early adopters Middle and late majority LaggardsCompetitors Few Increasing, some
emulators High but beginning todecline Decline with rapidshakeoutCompetitors strategies Unfocussed and indirect Attempting to achieve
trial. Undifferentiatedproducts, services.Emphasis on fighting forshare
Price cutting to achievevolume. Fighting formarket share butexperiencing difficulties.Emphasis on efficiencyand low cost. Shake-outof weakest players
Exit of some competitors
Marketing MixStrategiesProduct Basic product Developing product
extensions and servicelevels
Modify and differentiate.Develop next generation Phase out weaker brands
Price Low price strategy Penetration strategy Price to meet or beatcompetitors Reduce
Distribution Selective Intensive. Limited tradediscounts Intensive. Heavy tradediscounts Selective. Phase out wealoutletsAdvertising Heavy spending to raise
awareness and encouragetrial among early adoptersand distributors
Moderate to buildawareness and interest inmass market. Greaterword of mouth
Emphasise branddifferentiation, specialoffers
Reduce to a level thatmaintains hard coreloyalty. Emphasise lowprices to reduce stock
Sales promotion Extensive to encouragetrial Reduce to a moderatelevel Increase to encouragebrand switching Reduce
Planning time frame Short to medium Long range Medium range ShortDevelopment structure Task force Product division Business division with task
for new productdevelopment
reduce
P d Ad i d
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Product Adoption andConsumer Profiles
> When a new product is introduced, noteveryone adopts it at the same moment. Therate of adoption within the market place hasbeen identified as following a recognisablemodel
> A method of adopter categorisation is thus:
Product Adoption and
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Product Adoption andConsumer Profiles
Innovators
Early
Ad
opters
EarlyMajority
Laggards
LateMajority
Product Adoption and
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Product Adoption andConsumer Profiles
> Innovators: young educated consumers,profitable risk taking organisations,sometimes category specific
> Early Adopters: more mainstream, opinionleaders, need wooing
> Early Majority: risk adverse, needreassurance, social pressures
> Late Majority: have greater product choice,
product possibly mature by now> Laggards (late adopters): possibly older,
less well off
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Basic buyer analysis..
What do they buy? Why do they buy?
Who is involved in buying?
How do they buy?
When do they buy?
Where do they buy?
Buyer Behaviour Model
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Buyer Behaviour Model..
External Stimuli Buyers Black Box Buyer Decision
Political,Economical
Political,
Technological
Buyercharacteristics:Cultural, Social,
Personal.
Product: Quality,suitability,aesthetics,
ergonomicsusability.
Product, Price,Advertising
Problem/desire. Brand recognition
Distribution. Searches from
information.
Dealer influence,
knowledge.
Evaluation. Quantity.
Decision. Purchase timing.
Buyer thinking
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Buyer thinking..
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Competitor Mapping
Product Mapping
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Competitor Mapping
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Competitor Mapping
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Competitor Mapping