E11: Beyond usability-designing for pleasure

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E11 Beyond usability-designing for pleasure

• Option E AHL Human Factors Design
• IB Technology

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Four pleasure framework

• The four pleasure framework was identified by
  Professor Lionel Tiger from Rutgers University in
  New Jersey, US. It includes the four areas of
• Physio-pleasure
• Psycho-pleasure
• Socio-pleasure
• Ideo-pleasure

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Physio-pleasure

• IB definition
• Pleasure derived from the sensory organs,
  including pleasures connected with touch, taste,
  smell and sensual pleasure.

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Promoting physio-pleasure

• Physio-pleasure can be derived from the feel of
  a product during use (for example, from wearing a
  silk garment, or the smooth feel of an iPod), its
  taste (for example, from eating chocolate), or
  its smell (for example, the smell of leather, a
  new car, coffee, fresh bread from a bread making
  machine).

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Psycho-pleasure

• IB definition
• Pleasure derived from peoples mental and
  emotional reactions to a product.

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Promoting psycho-pleasure

• In the case of products, this includes issues
  relating to the cognitive demands of using the
  product or service and the emotional reactions
  engendered through using it.
• For example putting together flat-packed
  furniture.

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Promoting psycho-pleasure

• Another example it might be expected that a
  word processor that facilitated quick and easy
  accomplishment of, say, formatting tasks would
  provide a higher level of psycho-pleasure than
  one with which the user was likely to make many
  errors. The latter word processor should enable
  the user to complete tasks more easily than they
  would with the latter. The outcome would be more
  emotionally satisfying and less stressful.
• Consider windows 98 Vs windows vista

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Socio-pleasure

• IB definition
• Pleasure from relationships with others, for
  example, specific relationships with friends,
  loved ones, colleagues or like minded people or
  with society as a whole when it is related to
  status and self image.

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Promoting socio-pleasure

• Products and services can facilitate social
  interaction in a number of ways.
• Email, internet and mobile phones, for example,
  facilitate communication between people.
• Other products may promote social interaction by
  being conversation starters, for example
  jewellery, artwork or furniture.
• Clothing can communicate social identity and
  indicate that a person belongs to a particular
  social group.

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Ideo-pleasure

• IB definition
• Pleasure derived from satisfying peoples tastes,
  values and aspirations.

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Promoting ideo-pleasure

• Products that are aesthetically pleasing can be
  a source of ideo-pleasure through appealing to
  the consumers tastes.

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• Values could be philosophical or religious or
  may relate to some particular issue such as the
  environment or a political movement.
• These values can be
• embodied in products.
• For example, a product
• made from biodegradable
• materials might be seen
• as embodying the value of environmental
  responsibilities.

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In conclusion

• The Four pleasure framework promotes a holistic
  view of product design and marketing.
• It is a useful tool for taking a structural
  approach to product design and marketing.
• It can act as a practical tool.
• Using the framework can help to make us more
  thorough and methodical in our approach than
  would be the case if we tried to approach the
  whole thing in an unstructured way.