lost my original notes, but here are some the "hightlights" i
remember:
Explanation/demo of this technique - Common Needs, Context
Needs, Context needs, Qualifier needs,
Examples of how to use this technique for Nokia N770 and
Wonderbra
Demo of how this applies to advertising (at least i learnt a new
thing that wonderbra has a product for "fuller figure" women!)
compare&contrast this to French 1970 playtex bra advert.
Really good presentation/session by Melanie (especailly as idea
for seesion was only thought of approx 2 hours before seesion!)
I'll post material and links here soon. Sorry for being idle -
had to enjoy the sun. And I have to give the credits for this
presentation to Xavier, who has actually introduced the method to
us all and brought up the wonderbra example for the joy of everyone
:)
So, here a short summary of what I said. In our ideation and
design process we often conduct together with the client an
exercise based on the system logics.
System logics should help you to target a product so that it
answers the customer's needs. However not all needs are equally
important or valid in a situation. That is why in system logics the
needs are divided into 4 categories: - Common Needs (needs of
nearly everyone) - Context Needs (needs of people of the same age,
religion, etc.) - Activity Needs (needs of the same people who want
to do the same things) - Qualifier Needs (needs of the people who
want to do the same things in the same ways)
Once the needs are mapped to the categories it is easy to see
whether a design decision needs to be made e.g. on feature level of
a product or on service level (qualifier needs) of a product
(addressing common needs).
I used the example of the wonderbra, created by Xavier, using
the french advertisement, you can find here: http://www.experiencewonderyou.fr/
The needs, using the example of a young woman (who might want to
use a bra), can be mapped to the four categories: common needs: to
be love, to love context need: to attract, to raise attention
activity needs: to be most attractive among a group of people, to
highlight one's "features" :) qualifier needs: to boost one's
breasts, to hide them etc.
Wonderbra shows in their advertisement "wonderfully" how they
have address these needs with their product (be attractive, to be
loved). The emotional value of the product is more important then
the functional.
5 comments so far
More details, please! :)
5 months ago by spushnik.
Oh, sorry. I was so immersed in the presentation that I didn't think of updating. I guess there are slides coming online for some presentations.
5 months ago by hlehto.
lost my original notes, but here are some the "hightlights" i remember:
Explanation/demo of this technique - Common Needs, Context Needs, Context needs, Qualifier needs,
Examples of how to use this technique for Nokia N770 and Wonderbra
Demo of how this applies to advertising (at least i learnt a new thing that wonderbra has a product for "fuller figure" women!) compare&contrast this to French 1970 playtex bra advert.
Really good presentation/session by Melanie (especailly as idea for seesion was only thought of approx 2 hours before seesion!)
5 months ago by ymb.
I'll post material and links here soon. Sorry for being idle - had to enjoy the sun. And I have to give the credits for this presentation to Xavier, who has actually introduced the method to us all and brought up the wonderbra example for the joy of everyone :)
5 months ago by suomeli.
So, here a short summary of what I said. In our ideation and design process we often conduct together with the client an exercise based on the system logics.
System logics should help you to target a product so that it answers the customer's needs. However not all needs are equally important or valid in a situation. That is why in system logics the needs are divided into 4 categories: - Common Needs (needs of nearly everyone) - Context Needs (needs of people of the same age, religion, etc.) - Activity Needs (needs of the same people who want to do the same things) - Qualifier Needs (needs of the people who want to do the same things in the same ways)
Once the needs are mapped to the categories it is easy to see whether a design decision needs to be made e.g. on feature level of a product or on service level (qualifier needs) of a product (addressing common needs).
I used the example of the wonderbra, created by Xavier, using the french advertisement, you can find here: http://www.experiencewonderyou.fr/
The needs, using the example of a young woman (who might want to use a bra), can be mapped to the four categories: common needs: to be love, to love context need: to attract, to raise attention activity needs: to be most attractive among a group of people, to highlight one's "features" :) qualifier needs: to boost one's breasts, to hide them etc.
Wonderbra shows in their advertisement "wonderfully" how they have address these needs with their product (be attractive, to be loved). The emotional value of the product is more important then the functional.
I hope that was short enough :)
5 months ago by suomeli.