EG2301 - Desirability - Session 1 and 2

9/28/16
Desirability
Session 1& 2
28 September 2016
EG2301_Desirability_Session 2 / Thierry Do
Note:
All pictures of People/Objects/Environment/Media/Services are from respective brand websites.
9/28/16
Hello,
Im Thierry.
1/
2/
3/
4/
5/
18h00-18h30
18h30-19h15
19h15-19h30
19h30-20h30
20h30-21h00
Session 1 Recap
Design for Desirability (Products)
Break
Designing Desirability
Debrief, Assignment & Q&A
Programme
!"#$"%&
Recap:
Design for
Desirability
in a nutshell
18h00-18h30
Desirability
'
!"#$"%&
Viability
Desirability
Feasibility
Viability
Desirability
Best Innovation
Feasibility
!"#$"%&
Photos Sources
www.nest.com
Viability
+
Feasibility
+
Desirability
=
Breakthrough in the
Thermostat industry
Nest has the ability to learn users behaviour,

anticipate evolving conditions and change heating
or cooling settings to keep them comfortable.
Photos Sources
www.nest.com
Great Design,
Great Functionality,
and it works!
!"#$"%&
Video about Nest Thermostat

www.nest.com
Followers
Challengers
Contenders
Leaders
Honeywell
Nest
Trane
Energate
Computime
Execution
Venstar
RTCA
Carrier
ecobee
Emerson
Tado
Moving from
Start-up to
Contender
to being bought
over by Google
for US$3.2 billion.
Strategy
&
!"#$"%&
Photos Sources
Viability_ Andy Ryan/Getty Images
Feasibility_ www.coursesmalaysia.com
Desirability_www.carbodydesign.com
Business Realm
Design Realm
Finding the right balance
Engineering Realm
Photos Sources
Business Realm
Finding the right balance
Desirability
Design Realm
Engineering Realm
!"#$"%&
What is
Desirability?
\di-!z"-r#-$bi-l#-t%\
The quality, fact, or degree of being desirable.
Desirability
(Source: Merriam-Webster)
!"#$"%&
The creation of relevant, desirable

and meaningful experiences
when interacting with People, Objects,
Environment, Media and Services (POEMS).
Design for
Desirability
Examples of
Desirability
for Thierry
!"#$"%&
Photos Sources
www.painrisien.com
My neighbourhood baker
Desirability
in People
\EG2301_Desirability_Session 2 / Thierry Do
Photos Sources
www.bstlhj6.com
Volkswagen Van
Desirability
in Objects
%+
!"#$"%&
Photos Sources
www.mayplepics.com
New York
Public Library
(by Carrre and Hastings Architects)
Desirability
in Environment
Air Traffic in UK
(Data Visualisation by Nats)
Desirability
in Media
%%
!"#$"%&
Key Facts
On a typical July day there are around 30,000 flights across European airspace.
Approximately a quarter fly within UK controlled airspace.
The total distance flown by these aircrafts is 25 million nautical miles
Thats 998 times around the Earth.
Or 104 trips to the Moon.
On 21 June, 5,675 aircraft departed or arrived from UK airports, of which
2,295 departed from or arrived at Gatwick (894) or Heathrow (1,401).
1,532 were overflights.
Photos Sources
Jonathan Harris
Video about Air Traffic Data Visualisation by NATS

www.nats.aero
%#
!"#$"%&
Photos Sources
www.booking.com
Hotel Les Alpes

(Brides-les-Bains, France)
Desirability
in Services
Photos Sources
Business Realm
Best Innovation
Desirability
Design Realm
is beyond
product!
Engineering Realm
%'
!"#$"%&
Evolution of Innovation and Consumer Demand
Focus on
Product Innovation
Hardware
Past
<1970s
1980s
1990s
2000s
Today
Future
Japanese manufacturers
became the pioneers by
creating a variety of new
innovation.
Electronics
+
Hardware Hardware
Past
<1970s
1980s
1990s
2000s
Today
Future
%(
!"#$"%&
Personal computers and

software became the new form
of innovation,
originating from the USA.
Software
+
Electronics Electronics
+
+
Hardware Hardware Hardware
Past
<1970s
1980s
1990s
2000s
Today
Future
Innovation focused on
softwares that can be
operated over internet.
Network
+
Software
Software
+
+
Electronics Electronics Electronics
+
+
+
Hardware Hardware Hardware Hardware
Past
<1970s
1980s
1990s
2000s
Today
Future
%)
!"#$"%&
Experience
+
Network
Network
+
+
Software
Software
Software
+
+
+
Electronics Electronics Electronics Electronics
+
+
+
+
Hardware Hardware Hardware Hardware Hardware
Innovation focuses on
connecting internet
to hardware, and providing
new experiences.
Past
<1970s
1980s
1990s
2000s
Today
Future
Experience
+
Network
Network
+
+
Software
Software
Software
+
+
+
+
+
+
+
connecting internet
new experiences.
Past
<1970s
1980s
1990s
2000s
Today
Look for
(from the
consumer
standpoint)
Expect
Future
%&
!"#$"%&
Desirability Framework
People
Objects
Environment
POEMS
Desirability
Media
Services
Photos Sources
Nats.aero
What NATS was trying to achieve with this video?
%*
!"#$"%&
Photos Sources
Nats.aero
What NATS was trying to achieve with this video?
To remind us about the

incredible work air traffic
controllers do every single day.
Informative
Clarity of the information
Visually pleasing
Desirability
Mesmerising
Inspiring
in Media
Beautiful
Addictive
%$
!"#$"%&
HUMAN
FACTORS
DIMENSIONS
Informative

Visually pleasing
Desirability
Mesmerising
in Media
Beautiful
Inspiring
Addictive
AESTHETICS
DIMENSIONS
Key Characteristics of the Relevant,

Desirable and Meaningful Experiences
HUMAN
FACTORS
DIMENSIONS
Informative

Visually pleasing
Desirability
Mesmerising
Inspiring
in Media
Beautiful
Addictive
AESTHETICS
DIMENSIONS
%!
!"#$"%&
Visual
People
Smell
Taste
HUMAN
FACTORS
DIMENSIONS
Objects
Environment
AESTHETICS
DIMENSIONS
POEMS
Desirability
Media
Touch
Services
Sound
Visual
People
Smell
Taste
HUMAN
FACTORS
DIMENSIONS
Objects
Environment
AESTHETICS
DIMENSIONS
Touch
POEMS
Desirability
for WHO?
Media
Services
Sound
#+
!"#$"%&
Key Characteristics of the Relevant,

Desirable and Meaningful Experiences
HUMAN
FACTORS
DIMENSIONS
Informative

Visually pleasing
Desirability
Mesmerising
Inspiring
Beautiful
in Persona
Driven
Addictive
AESTHETICS
DIMENSIONS
One Size
Does Not Fit All
#%
!"#$"%&
Desirability is
persona-driven
it is related to
personal identity, cultural and social values,
and self-representation.
Desirability
##
!"#$"%&
The definition of a persona is a representation of an

actual user group whose members share similar
needs and goals.
Photos Sources
www.apple.com
www.razor.com
2 computer mouses
for
2 different Needs
targeting to
2 different Persona
Apple mouse
Razor mouse
#'
9/28/16
Why do we need a Persona?

A persona is used to keep the design phase focused
on the users we are designing the solution for.
The travelling needs of

a family of 3
are different from
a business traveller.
24
9/28/16
Personas have their foundation in real people and are

derived from qualitative research with actual users.
Personas are never based on any one individual,

but instead are created to represent a set of
characteristics found across many individuals.
25
!"#$"%&
For any given market segment,

there are multiple personas.
Understanding the users NEEDS, WANTS

and DESIRES is key to design relevant,
desirable and meaningful experiences.
Design for
Desirability
#&
!"#$"%&
Visual
People
Smell
Taste
HUMAN
FACTORS
DIMENSIONS
Objects
Environment
AESTHETICS
DIMENSIONS
POEMS
Desirability
for WHO?
Desirability
for WHO?
Media
Touch
Services
Sound
Visual
People
Smell
Taste
HUMAN
FACTORS
DIMENSIONS
Objects
Environment
AESTHETICS
DIMENSIONS
Touch
POEMS
Media
Services
Sound
(3) HOW TO DESIGN
(2) WHAT TO DESIGN
(1) FOR WHO
#*
!"#$"%&
Design for
Singapore Airlines
Desirability
Photos Sources
www.travelweekly-asia.com
Premium Offering
Personalisation
Connectivity
Design for
Desirability
for the Asian
Millennial Business
traveller
#$
!"#$"%&
Photos Sources
www.singaporeair.com
People
The Singapore Girl
Objects
Environment
Design for
Desirability
Media
Services
Photos Sources
Connectivity
Human
Factors
People
Objects
Environment
Texture
Design for
Desirability
Media
Visual
Services
Materials
Colours
#!
!"#$"%&
Photos Sources
Visual
People
Objects
Design for
Environment
Human
Factors
Sound
Desirability
Media
Services
Materials
Texture
Colours
Photos Sources
People
Objects
Environment
Design for
Desirability
Media
Services
'+
!"#$"%&
Photos Sources
People
Objects
Design for
Environment
Desirability
Media
Services
Visual
People
Smell
Taste
HUMAN
FACTORS
DIMENSIONS
Objects
Environment
AESTHETICS
DIMENSIONS
Touch
Desirability
POEMS
for WHO?
Media
Services
Sound
(3) HOW TO DESIGN
(2) WHAT TO DESIGN
(1) FOR WHO
'%
!"#$"%&

Design for
Desirability
Design for
Desirability
(Products)
18h30-19h15
'#
9/28/16
Photos Sources
Kenji Ekuan, The Aesthetics of the Japanese Lunchbox
The Japanese
Lunchbox
The Experience
of Eating
Photos Sources
The Japanese
Lunchbox
One of the pleasures of the
lunchbox is to gaze at the
contents for a while after
taking off the lid.
It is full of delicacies from
both mountain and sea, but
the user never receives a
sense of confusion.
33
9/28/16
Photos Sources
Compact
Easy to carry
Structured
Clean
Simple
Neutral Colour
=
Experience
Objective:
Sense of expectation,
tension and
contemplation.
Increase appetite.
The Japanese
Lunchbox
One of the pleasures of the
lunchbox is to gaze at the
contents for a while after
taking off the lid.
It is full of delicacies from
both mountain and sea, but
the user never receives a
sense of confusion.
Great design always

creates Desirability!
34
!"#$"%&
Photos Sources
Naoto Fukusawa
Fruit Juice Packaging

by Naoto Fukusawa
What is your reaction?

Who is the targeted Persona?
Photos Sources
Bang and Olufsen
Band and Olufsen Speaker

Beolab 90

')
!"#$"%&
Photos Sources
www.swiss-knife.com
Swiss Knife

Photos Sources
www.dyson.com
Dyson Fan

'&
9/28/16
Photos Sources
www.porsche.com
Porsche

Photos Sources
www.vw.vom
VW Beetle

37
!"#$"%&
Smell
Colour
Shape
Texture
Taste
Touch
Aesthetics
Dimensions
Form
Design for
Desirability
Meaning/Experience
Persona
(Products)
Function
Human
Factors
Dimension
Function
Dimensions Interaction
Exercise
'$
!"#$"%&
Designing Desirability for
Photos Sources
www.travelweekly-asia.com
Premium Offering
Personalisation
Connectivity
Design for
Desirability
for the Asian
Millennial Business
traveller
'!
!"#$"%&
For Who
Persona Type:
Personas Key Pain Points:
Asian Millennial Business Traveller
Travel fatigue and Jet lag.
Persona Description:
Personas Needs, Wants and Desires:
30-40, Travelling 3-4 times a month,

Always short trips
Dream of being able to travel without having the travel

fatigue and jetlag.
What to Design
People:
Objects:
Environment:
Media:
Services:
How to Design
Aesthetic Dimension
Human Factors Dimension
For Who
Persona Type:

Always short trips

fatigue and jetlag.
What to Design
People:
Objects:
Jetlag Therapist JetLag Pod
Environment:
Media:
Services:
JetLag Lounge
JetLag App
JetLag Removal
How to Design
Aesthetic Dimension
(+
9/28/16
Break
19h30-19h45
Q&A
41
9/28/16
Designing
Desirability
19h45-20h30
Lets work on your project!
42
!"#$"%&
For Who
Persona Type:

Always short trips

fatigue and jetlag.
What to Design
People:
Objects:
Environment:
Media:
Services:
How to Design
Aesthetic Dimension
Debrief,
Assignment,
Q&A
20h30-21h00
('
!"#$"%&
Photos Sources
Business Realm
Viability
Desirability
Best Innovation
Engineering Realm
Design Realm
Feasibility

Design for
Desirability
((
!"#$"%&
Experience
+
Network
Network
+
+
Software
Software
Software
+
+
+
+
+
+
+
connecting internet
new experiences.
Past
<1970s
1980s
1990s
2000s
Look for
(from the
consumer
standpoint)
Expect
Today
Future
Desirability is
persona-driven
()
!"#$"%&
Visual
People
Form
Smell
Taste
HUMAN
FACTORS
DIMENSIONS
Objects
Environment
AESTHETICS
DIMENSIONS
Desirability
POEMS
for WHO?
Media
Touch
Services
Function
Sound
(3) HOW TO DESIGN
(2) WHAT TO DESIGN
(1) FOR WHO
For Who
Persona Type:
What to Design
People:
Objects:
Environment:
Media:
Services:
How to Design
Aesthetic Dimension
(&
9/28/16
Thank you.
47

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9/28/16

Nest has the ability to learn users behaviour,

Video about Nest Thermostat

Finding the right balance

Finding the right balance

The quality, fact, or degree of being desirable.

The creation of relevant, desirable

Video about Air Traffic Data Visualisation by NATS

Hotel Les Alpes

Evolution of Innovation and Consumer Demand

Evolution of Innovation and Consumer Demand

Evolution of Innovation and Consumer Demand

Personal computers and

Evolution of Innovation and Consumer Demand

Evolution of Innovation and Consumer Demand

Evolution of Innovation and Consumer Demand

What NATS was trying to achieve with this video?

What NATS was trying to achieve with this video?

To remind us about the

Clarity of the information

Key Characteristics of the Relevant,

Clarity of the information

Key Characteristics of the Relevant,

Clarity of the information

The definition of a persona is a representation of an

Why do we need a Persona?

The travelling needs of

Personas have their foundation in real people and are

Personas are never based on any one individual,

For any given market segment,

Understanding the users NEEDS, WANTS

(2) WHAT TO DESIGN

(1) FOR WHO

(2) WHAT TO DESIGN

(1) FOR WHO

The creation of relevant, desirable

Great design always

Fruit Juice Packaging

What is your reaction?

Band and Olufsen Speaker

What is your reaction?

What is your reaction?

What is your reaction?

What is your reaction?

What is your reaction?

Designing Desirability for

Personas Key Pain Points:

Asian Millennial Business Traveller

Travel fatigue and Jet lag.

Personas Needs, Wants and Desires:

30-40, Travelling 3-4 times a month,

Dream of being able to travel without having the travel

Human Factors Dimension

Personas Key Pain Points:

Asian Millennial Business Traveller

Travel fatigue and Jet lag.

Personas Needs, Wants and Desires:

30-40, Travelling 3-4 times a month,

Dream of being able to travel without having the travel

Jetlag Therapist JetLag Pod

Human Factors Dimension

Lets work on your project!

Personas Key Pain Points: