EQUID AND AFFECTIVE DESIGN
| Title | 1. Khalid, Achieving Holistic Design through EQuID: what, why and how Halimahtun M. |
| Date/Time | Wednesday, 03 December 2014 / 10:40 |
Users are increasingly aware of the ergonomics design of products. For a variety of products in different markets it is not enough to provide many functions and an aesthetic design. To achieve economic success, there is a need for user-oriented design. This realization has led to a new strategy focusing on the usefulness of ergonomics for design processes and for strategic management called Ergonomics Quality in Design or EQUiD. This is an initiative by the International Ergonomics Association. The global objective of EQUID is to promote integration of ergonomics into the design process, and support the public in making informed decisions about the ergonomics quality of products. We will discuss about EQuID; why it is important in product development, and how can it be applied. A case study on design of hospital bed will be presented to showcase its implementation.
Halimahtun Khalid, CHFP, is President and Principal Scientist with Damai Sciences, Malaysia. She obtained her PhD from University College London, UK. She was previously Professor of Cognitive Ergonomics at Universiti Malaysia Sarawak. She is the founder and Past President of the Human Factors and Ergonomics Society Malaysia, and a Past President of the Southeast Asian Network of Ergonomics Societies. Dr. Khalid is Past Chair of the Science Technology & Practice Committee of the International Ergonomics Association (IEA), and the Current Chair of the IEA Affective Design Technical Committee. She is a Fellow of the IEA. Recently, she received the 2014 Hal W. Hendrick Distinguished International Colleague Award from the Human Factors and Ergonomics Society, USA.
| Title | 2. Ergonomics Quality in Design of Product for Robust Application Mohamad Fauzi Yahaya, |
| Date/Time | Wednesday, 03 December 2014 / 11:00 |
In general, devices are designed to follow its environmental usage specification. For robustness, there are several standards that define the extreme accelerated lifecycle test requirements such as Military Standard, Ingress Protection (IP) Jedec and IEC. However, we also need to apply ergonomics standards in design of device for robust application. Robust users include farmers, children, public safety officers and also technicians working in extreme conditions. In our design of a robust device in agriculture, we combined the Taguchi method for enhancement of performance and reliability in extreme thermal condition, with Ergonomics usability requirements in the Product Development Life Cycle Process. The ergonomics input was based on ethnographic studies in understanding device use. We will present our EQUiD approach for deployment in design of sensor system in palm oil plantation and aqua farming. We will also discuss the challenges in designing for customer satisfaction as required in EQUiD. Human factors considerations for future developments will be presented.
Mohamad Fauzi Yahaya is Director of Product Development at Mimos Berhad, Malaysia. He graduated with a Bachelor of Science in Mechanical Engineering from GWU, Washington DC. He holds several US Patents and Publications in International journals. His previous work experience includes Solectron Technology, and Motorola Research and Development group. He was in Motorola for 18 years where he developed two-way radios, cordless phone and energy products. He is the current President of the Human Factors and Ergonomics Society Malaysia.
| Title | 3. Affective Design Frameworks And Models Martin G. Helander |
| Date/Time | Wednesday, 03 December 2014 / 11:20 |
Affective engineering is concerned with measuring people’s affective responses to products and identifying the properties of the products to which they are responding. This approach is currently used in research and in industry. Evaluation of affective design in product development is more difficult than evaluation of technical and business-related matters such as market shares or sales. Affect in design is sometimes fuzzy and may be better understood from an intuitive and personal viewpoint. As such, it is difficult to elicit affect, and evaluate affective design from an objective and systematic approach. Emotions are difficult to assess, especially when several emotions blend. The question of which emotions are invoked follows the question of what the artifact could or would mean to the users. In a product design sense, affect is said to be the customer’s psychological response to design details of a product, while pleasure is the emotion that accompanies the acquisition or possession of something good or desirable. There are several frameworks and models for use in affective design evaluation. We will highlight a few examples that have been commonly cited in the literature.
Martin G. Helander, CHFP, is Professor and Senior Principal Scientist with Damai Sciences, Malaysia. Previously, he was Professor at the School of Mechanical and Aerospace Engineering, Nanyang Technological University (NTU), Singapore. He was Director of the Human Factors Program at NTU for 12 years. He also founded a similar program at Linkoping University, Sweden. He has 300 publications and 10 books including the first Handbook of Human-Computer Interaction (Elsevier), Introduction to Human Factors and Ergonomics (CRC/Taylor & Francis). Prof. Helander is Past President of the International Ergonomics Association (IEA), and Past Chair of the Affective Design TC. He is a Fellow of the IEA, Human Factors and Ergonomics Society, USA and Ergonomics Society, UK.
| Title | 4.The Impact Of Prototypes In Affective Design Modeling Rosemary Seva |
| Date/Time | Wednesday, 03 December 2014 / 11:40 |
We present three case studies that investigated the impact of product attributes on the intensity of affect experienced by the user. High involvement products such as mobile phone and knife were used to validate a model that considers the influence of affective quality and apparent usability on desirability. Physical characteristics of the mobile phone were manipulated using computer graphics and actual wooden prototypes. Results from studies conducted using mobile phones showed that affect experience vary depending on the prototype used in the study. Tangible prototypes presented in graphical phone displays were found to be better in eliciting affect brought about by functional attributes. A similar study was done using a chef knife. The prototypes developed were nearly functional. The results showed a better model for predicting affective experiences from product attributes.
Rosemary Seva is Professor and Dean of the Gokongwei College of Engineering at De La Salle University, Philippines. She is the current President of the Human Factors and Ergonomics Society of the Philippines and the past President of the Southeast Asian Network of Ergonomics Societies. She has been involved in teaching and training for more than 20 years. She obtained her doctorate degree from the Nanyang Technological University, Singapore, and she is a Professional Industrial Engineer.
| Title | 5. Affective Design In Services Markus Hartono |
| Date/Time | Wednesday, 03 December 2014 / 12:00 |
When products or services are of equivalent quality in the market place, a subjective evaluation of affect and aesthetics is critical to customer satisfaction. In addition to cognitive evaluation, emotions play a significant role in product interaction and service encounters. Recent studies show that products and services hold great appeal if they are expressively and attractively designed to elicit emotional feelings from customers. Kansei engineering (KE) has good potential to provide a competitive advantage to those able to read and translate customer affect and emotion in actual product and services. We will deliver an integrative framework of the Kano model and KE as applied to services. It shows how service engineering takes human factors into account. As a practical contribution, this study provides insight on which service attributes deserve more attention with regard to their significant impact on customer Kansei and impression.
Markus Hartono, CHFP, is a lecturer in the Department of Industrial Engineering at University of Surabaya, Indonesia. He obtained his MSc in Industrial and Systems Engineering from the National University of Singapore with an ASEAN Graduate Scholarship award. This was followed by the NUS Graduate Research Scholarship which led to his PhD. In addition, he received the Best Paper Award and Young Service Researcher Award at the 2nd International Research Symposium in Service Management in Yogyakarta, Indonesia. In 2014 he received the Ubaya Research Award. His research interests include: Kansei Engineering, product design, work and motion measurement, and service quality management.