Assignment 2: Four pleasure analysis

Name: Kim Jun Jin (Jolin)
Age: 24
Gender: Female
Status: In a relationship
Occupation: Museum Project Manager

Jun Jin is a 24 year old Korean girl and has a 28 year old boyfriend, a successful music composer in Korea. Jun Jin completed her university and obtained a Bachelor Degree in Management one year ago. She has been working at California Museum, being a project manager for museum exhibitions and events.

Jun Jin is the only daughter of a very rich family. Her father is a successful businessman in Pharmarcutical trading and her mother is a housewife. After her graduation from the university, she decided to lead her own life, thus choosing to leave her home in Seoul and work in California. She lives in a medium-sized apartment alone near the coastal area of southern California. She has a maid who will come to clean the house daily while she is away at work. She also has a pure white cat.

Jun Jin has very fair complexion and has a very cheerful and up-lifting personality. She adores comfortable lifestyle. She works during work and relax during leisure. She would never work over-time or bring work back to home. During weekends, she likes to get up early in the morning, sitting at her dining table by a window, sipping a cup of coffee, listening to classical music and feeling the morning breeze. After her breakfast, she would stroke her cat for a long time until the sun has completely risen at around 8:30 am, she will go out for a walk along the beach. When the sun gets hotter at around 10 am, she will come back and read a book at her apartment.

She doesn't have many friends in California but she has 3 close Korean girl friends there. In the afternoon, Jun Jin would go window-shopping with them or sit at a coffee shop to chit-chat. Jun Jin's boyfriend is not in California. Usually Jun Jin will take a lot of pictures of her daily activities and herself, and write blog posts about her happenings for her boyfriend to read. Jun Jin is very fashion conscious and she likes casual, trendy and comfortable things. Especially in terms of appearance, she likes to show her demure side to her friends and boyfriend.

Physio-pleasure

1. Classical music keeps her mind in peace. For her it is a need pleasure to keeps herself fit in shape.
2. Taking a walk along the beach keeps her physically healthy, taking the morning sunshine for Vitamin D. – need pleasure
3. The cleanliness in her apartment makes her feel clean and fresh. – need pleasure
4. She likes to read a book, sitting on her sofa to entertain herself and keep herself knowledgeable while enjoying the luxury of the sofa. – appreciation pleasure
5. Stroking tenderly on the fur of her purely white cat gives her the physical pleasure of love and tenderness. – appreciation pleasure

Socio-pleasure

1. Jun Jin is proud of her family and appreciates the status associate with it. She likes to make her friends and others envy of her affordable and care-free living. – appreciation pleasure
2. She also takes secret pleasure in that her boyfriend is so successful and famous in her home country. – appreciation pleasure
3. Her basic social need is to be emotionally attached to her parents and boyfriend and be loved by them. – need pleasure

Psycho-pleasure

1. Jun Jin’s job is stressful and demanding as she needs to meet clients and vendors, and maintain relationships with them to make her projects/events successful. As such, she is very conscious about her appearance in public. Her good fashion sense is the need pleasure for her to be able to look impressive.
2. She is good at photography and creative writing. She feels a sense of achievement when she describes her daily life activities on her blog – how she maintain the look and feel of her blog, how she portray her mood and feeling through writings and snapshots, etc.

Ideo-pleasure

1. Jun Jin has a great personality. She can separate work from life. – need pleasure
2. She always strives to be perfectionist, worry-free for money, relationships and social networks. It is a need pleasure for her.

Physio	Socio	Psycho	Ideo
Comfortable lifestyle	Rich family background	Fashion conscious	Work-life balance
Luxury of feeling a cat	Rich and successful boyfriend	Sense of achievement	Ideal personality
Tranquility at home	Glamour	Creativity
Cleanliness	Status among friends

Product Benefit Specifications

Appearance

The product must be -

1. Sleek
2. Slim
3. Light weight
4. Mirror effect screen
5. Shiny metal body
6. Light green color
7. Beautiful and fashionable with a touch of artistic designs
8. Easy to clean
9. Exclusive

Technical Aspect

- Good graphical interface
- Simple functionality (no need to have Internet access or check email)
- Very Good camera
- Built-in Bluetooth and infrared so that she can transfer her photos to the laptop to upload on her blog
- Music player

Others

- Luxurious brand image
- Expensive and different (limited edition)
- Good battery life and durability

Assignment 1 - Product and Emotion

Visceral Design - Nokia 7360

Visceral design gets people's attention primarily from initial impact to its appearance. For this product I chose Nokia 7360 that comes in golden and pink colors, which is part of L'amour co llection, designed for female. In terms of features, it is just a very ordinary phone with

• 128 x 160 pixels 16-bit color display
• FM stereo radio
• Integrated VGA camera
• Integrated handsfree speaker
• XHTML mobile browsing
• IrDA
• Pop-Port™ connector

Visceral: feminine, cute
Behavioral: Not a great performer, not durable

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Behavioral Design - Nokia 1112

Behavioral design is about the total experience of using a product. It is based on the thought process on usability. This Nokia phone that is priced at $60 has the most basic features to make a call, send a text message, etc.

Visceral: Not attractive
Behavioral: Affordable, reliable, easy to use, practical

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Reflective design - Continental Luxury mobile phone

Reflective design is about how it makes one feel and about the social status that one is telling others.

This diamond encrusted 24 carat yellow gold plated hand-made Continental mobile phone is from the Obsession collection, which is sculpted and touched with the beauty of Aphrodite, the Greek goddess of love, lust and beauty. Obsession mobile engineers work painstakingly hard to create a handset which is visually and naturally stunning in every sense. This skill in itself can take a lifetime to achieve. The price of the phone is around S$5000 and the features are as followed:

• Sapphire Crystal Glass LCD screen 2"
• HD colour resolution
• 2 Megapixel integrated digital camera
• PC Synchronisation via USB/USB connectivity
• MMS (multimedia message service)
• EAT (Enhanced Acoustics Technology)
• Multi Lingual
• Dual Sim card technology - allows the use of 2 different sim cards remaining active on the phone at the same time & during conversations.
• Unique Ocean Blue Floodlit keypad. The Keypad also uses a patented "soft key" technology which allows effortless key strokes
• External Memory - T-Flash Card
• Handsfree facility
• GPRS
• MP3
• MP4
• Calculator
• World Time
• To Do List
• Unit Converter
• Standby - 120hrs
• Talk time - 5 hours
• Travel charger
• Dimensions: 110*47*18mm
• Operating Frequency: Dual band GSM 900/1800

Visceral: Attractive, Luxurious
Behavioral: Have the features that most average 3G phones would have
Reflective: Status symbol, self-image, show off

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My reflection

I think the impressions of the different products are very subjective and personal feelings, and those impressions can change over time. For example, when I first saw Nokia 7360, I was very tempted to own one immediately. However, after a few days of visiting the stores and looking at the phones, I feel that it's just an eye candy phone and I would rather go for a more functional and affordable phone. On the other hand, when I first saw the Continental phone advertorial on a news program, I thought the phone was ugly and is more suitable for old people. However, now when I have a look at it, I feel like owning one like that. And I am currently using the cheap practical phone like Nokia 1112.

Assignment 0 - A bad design

Start…

While I was contemplating to come up with a bad design, this idea of a toilet-restaurant popped out in my mind. It has been disgusting me since the first time I saw the news about this restaurant. Therefore, I would like to present this ‘crappy’ restaurant to you.

It is a restaurant in Taiwan that serve food out of toilet bowls and the whole restaurant is themed 'toilet'.

Picture taken from http://www.boingboing.net/2005/06/30/crappy-restaurant.html and google images

User Reactions

While some of you might think it’s a novel idea or a fun thing to dine there, a lot of customers are turned down by the thought of dining shit-like food out of a toilet bowl. Here are a few feedback I gather from online forums:

“........... OH C R A P !!!........

.... well someone had to say it!! and yukkkkkkk... i wouldnt want to eat there.. just the idea alone of eating out of toiletshaped dishes... ewwwwww!!!!!!..........”

“I bet more than one person has tried the chocolate ice cream and yelled out "ewww...this tastes like sh!t!!!"

Impressions on the brand

From my interviews to a few of my friends give a mixed reaction. Some have the brand image of it as fun and cool idea for a dining place where they wouldn’t mind trying it out once. Others said looking at the pictures along disgust them, especially the ice-creams in the toilet bowl, and think that it’s a crappy idea.

My reflection on the product

Functionality/ Usability

It is just a restaurant that claims to have good food. People can go in to dine and maybe they have good services.

Aesthetics/ Sensorial design

I think the main problem is on the restaurant’s sensorial design. It might seems innovative yet at the same time very ironic. According Patrick W. Jordon’s Hierarchy of consumer needs, pleasure is the highest level of consumer values. But in this case, I don’t think the toilet design brings pleasure to the diners at the restaurant.

Hedonic Quality

In terms of branding, the restaurant is trying hard to portray it as a hip and innovative place for the fun-seekers. While I believe that this branding strategy might impress a niche of consumers, the question is in ‘customer loyalty’. I personally do not feel that the restaurant can maintain a long-term loyalty from the customers if they want to brand themselves as innovative. The restaurant will need to define their value proposition and convince the customers why they have come back to the restaurant.

My reflection on user reactions

Although I was totally turned down with the idea of eating out of a toilet bowl, I also appreciate the different individual preferences – those who think it is fun to dine there. However, I believe a good user experience design is to attract the majority in the bell consumer bell-curve not those from the edge of the curve.

One possibility of the sustainability of its business despite the controversial outlook is that the setting somehow provokes uses with challenge. It is too bad that the achievement of daring to eat the restaurant gives diners satisfaction of accomplishment. That is how the restaurant sustain the customers' loyalty.