Meaning and Approach of New Product Designing Through Kansei Engineering

Industrial design as profession has begun to expand its scope in business practices with the recent developments in design management, design thinking, and technology. However, curricula of industrial design studio remain traditional and mainly focuses on designing products. In fact, design management and design thinking go beyond product design and expand design’s scope to establishing business strategies, design innovation and service design by positioning humans and their needs at the center. Besides, the technological shift happened through Industry 4.0 enables to adapt IT hardware into systems, products and services, and make them smart and unified. To keep up with these paradigm changes and prepare our students to the rapidly changing business environment, we initiated a Smart Product Service System (Smart-PSS) design project with the 3rd-grade students of Bahçeşehir University in the 2019-2020 Spring semester during which online education had just become a part of our lives. In this article, we present three student projects as case studies of Smart-PSSs designed in three stages as system design, product design, and interface design. As a result, students gain a more holistic approach toward the design process, acknowledge the new expansions of industrial design, and its transformative role for businesses.

The purpose. The purpose of this study is to reveal the features of the method of design thinking. Analyze design thinking, which consists of stages such as empathizing, defining, ideating, prototype, and testing. Introduce design techniques and tools that should be used at each stage of this process. Present the differences between the methods in the traditional (application of logical thinking) and non-standard (design thinking) approach. Design/Methodology/Approach . The study examines the hypothesis that applying the design thinking method in the context of a crisis is quite adequate, particularly in doing business during the COVID-19 pandemic. General scientific theoretical methods of research, particularly formalization, analysis, synthesis, systematization, and explanation, have been used to study the essence, advantages, and comparative characteristics of design thinking methods. Conclusions. The studies have shown that design thinking is cross-functional, customer-oriented, resource-saving, creative, and versatile. This confirms the hypothesis that this method should be used in times of crisis and the period of recovery. The practical application of design thinking requires a complete and clear understanding of its capabilities, the availability of the necessary resources, and all participants' interest in the observed outcome. The practical consequences/results of this study are of interest to managers and company heads who want to rethink and change the work processes, particularly regarding decision-making against the background of uncertainty. The quality and effectiveness of applying the design thinking method will depend on the qualification and efficiency of the team performance. It has been suggested to approach teams' formation carefully – they should balance analytical and design thinking in the best possible way. Team members must be aware of the challenge and diversity of use of their experience, including all functions starting from research and development to marketing and sales. For successful work, teams need to be given maximum independence; specific rules or restrictions must be general and minimal. The application of design thinking must be continuous. In general, this should be a way of doing business, not separate project works. Originality/value. This study emphasizes the effectiveness of the design thinking method and its incomplete application in domestic companies. It indicates the advantages, disadvantages, and differences from traditional methods. It is valuable for a deeper understanding and application in practice by managers at different levels.

The field of complex product design evaluation can attract high ambiguity due to difficulties in establishing indicators and the subjectivity of expert evaluation scoring. Indeed, traditional Kansei Engineering (KE) relies on user requirements and feedback for design evaluation, which may not fully and effectively validate the design evaluation results, let alone determine whether they apply to complex products with more evaluation index systems. To overcome these drawbacks, this study proposes an evaluation method based on Hybrid Kansei Engineering (HKE) modeling for complex product design evaluation. HKE modeling consists of two parts, namely Forward Kansei Engineering (FKE) and Backward Kansei Engineering (BKE). In this study, four electric forklift designs are used as an example. The FKE system adopts the multi-attribute decision evaluation method; obtains the evaluation indexes of the forklift product imagery and then establishes the perceptual word collection; constructs the evaluation index system of the forklift via the Analytic Hierarchy Process (AHP); calculates the weights of the evaluation indexes of each level and their rankings; and calculates the final rankings of the four electric forklift design solutions by adopting the Fuzzy Comprehensive Evaluation (FCE) method. The BKE system adopts eye tracking (ET) to extract the attention time, visual attention hotspot, and other eye movement index data, and the Gray Relation Analysis (GRA) method was used to validate the model to derive the ranking, which verifies the effectiveness and scientific validity of the evaluation method. The results of this study show that the two-way evaluation of HKE modeling can effectively avoid subjective factors in product design, improve the scientific nature of the design, and guarantee the logical rigor of the perceptual design procedure.

Due to the significant effect the COVID-19 epidemic had on employment and education within the tourism and hospitality sectors (Cameron et al., 2022; Carr, 2020; Fletcher et al., 2022) the purpose of this research project was to identify whether a different approach to vocational learning could better equip learners with the skills necessary to be work-ready. This research aimed to explore the application of a design thinking methodology to the development of a work-based learning programme for hospitality and tourism that serves the needs of industry and learners. The following fundamentals formed the basis of the research. • Explore the insights that can be gained by applying Design Thinking theory as a critical lens to evaluate teaching and learning initiatives in Tourism and Hospitality • Independently apply knowledge and implement this into the development of work-based learning pedagogic approach in tourism and hospitality education. • Evaluate the use of Design Thinking as a tool for pedagogic development through rigorous intellectual analysis, reflective practice, criticism and problem-solving. Initially, the methodology was Design Thinking incorporated into a work-based learning environment. However, the structure of the project had to be modified as a result of my transition to another role outside of Toi Ohomai Institute of Technology. As this was a major pivot, I realised that by creating a reflective case study, I could discover how Design Thinking might feature in the study. Therefore, Design Thinking was used to explore the insights of how Design Thinking could be applied to a living event in an educational setting. The key insights were that a Design Thinking approach to hospitality and tourism education enables learners to grow holistically because the skills are not technical rather 21st Century skills whereby the learners develop both soft and core skills. Additionally, there was evidence of increased levels of student confidence, motivation, whanaungatanga and interdisciplinary collaboration. However, there were challenges and the following recommendations were made. Design Thinking can be messy and for Design Thinking pedagogy to be implemented into a curriculum there needs to be collaboration across a variety of sectors and you need tutorial staff with agile ability to cope with different needs. Moving away from a prescribed delivery dictates the need to develop a toolbox of resources and as traditional education is highly structured and prescribed compared with Design Thinking which responds to ‘just in time’ teaching there-needs to be flexibility without time constraints. Through my experience as a practitioner, I have gained invaluable insights from completing my Master of Professional Practice. A key outcome from my research project is the ability to view and formulate innovative pedagogic concepts by approaching it through a Design Thinking perspective. My development has spanned the kaiako role I held within Toi Ohomai Institute of Technology, to the role as Ringa Whanake (Qualifications Development Facilitator) and a researcher. My new learning was a lived experience, unfolding and empowering changes to my practice.

Sophisticated consumers and highly competitive environment has forced designers and manufacturers to realize the importance of consumer emotion in creative product design. Kansei Engineering (KE) is a technology that enables discovery of consumer's emotions when interacting with a product and use them to formulate a guide in designing products that can win consumers in a competitive market. However, there are not many Kansei experts in the world today and there is no rule of thumb or specific manual for the process. This research proposes a computer-aided Natphoric Kansei Engineering system that will aid users in the process. The system incorporated step-by-step technique of KE type 1 and automate word classification process that usually requires expertise in KE. Result of the system is compared with the one which is done by an expert. From the result, it is shown that the system is able to provide similar output. The system will benefit the product inventors and designers, especially in Malaysia, where there is in need of a good design method to produce innovative product.

In the growing industry 4.0, transportation is one of the important things in the development of human life, both social, cultural, political and means of mobility. The mode of transportation that can be used in meeting operational needs is a car. Cars can carry more passengers so that reaching the destination is more effective. During the rainy season, cars are preferred because they are more flexible and not afraid of being exposed to rain. In the era of technological advances, various business fields use applications to increase their customer reach, including car rental service companies. Companies that have mobile application platforms are considered more practical and flexible by users. The purpose of this research is to design the user interface of car rental mobile apps that can be tailored to pengguna feelings and to test the usability of the car rental mobile apps user interface design. The method used is design thinking as a framework and kansei engineering to translate the emotions of application users, as well as using the system usability scale for usage testing. The results of this study based on partial component analysis obtained two user interface designs formed based on the design elements that have been made. The results of the design were tested on performance matrics and System Usability Scale (SUS). It was found that concept one was the best with an effective value of 100%, an efficient value of 34.8 seconds (scenario one) and 33.1 (scenario 2). eror value of one and with an SUS value of 90.

Design Thinking is a collaborative, interdisciplinary, innovative, creative, problem-solving and human-centered process for creating user-oriented products, services or experiences. Because of its ability to foster creativity and innovation, it is applied in the fields of industry, business, engineering, technology and education by applying an empathetic, flexible and iterative approach. Along with the search for a teaching strategy for the acquisition of 21st century skills, there has been an intense and broad interest in Design Thinking applied in education in recent years. Since the design thinking approach is similar to the content of the theoretical and practical applications of the artistic production process, art and design thinking are related concepts. The study aimed to determine the interaction between design thinking and art and also the development of an individual’s design thinking skills through art education. As a result of the literature review; by examining the relationship between art and design-oriented thinking, it has been evaluated common and influence sides each other with art education, and the ability to develop design thinking skills through art education is also determined and discussed. The paper also presents some evaluations and recommendations about raising productive individuals with design-oriented thinking through effective art education.

20 - Affective meaning: The Kansei Engineering approach

This research aims to explore the role of Artificial Intelligence (AI) and Design Thinking in supporting digital transformation in various sectors, with a focus on innovation, sustainability, and operational efficiency. The study also seeks to analyze the relevance of both approaches in business and academic contexts, particularly in creating creative and human-centered solutions in the era of technological disruption. To achieve these objectives, this study used a systematic literature review method, by analyzing ten accredited and indexed articles in reputable international journals. The results showed that AI acts as a disruptive technology that not only improves efficiency but also accelerates digital transformation. Studies such as the one by Di Vaio et al. (2020), which received 1015 citations, highlighted how AI supports the development of sustainable business models. Additionally, research by Verganti et al. (2020) identified that Design Thinking remains relevant as an adaptive innovation approach, especially in the face of challenges posed by AI. The integration between AI and Design Thinking is also reflected in the study of Pham et al. (2022), which shows how creative approaches can maximize the potential of advanced technologies such as big data. Overall, this study confirms that the combination of AI and Design Thinking offers a comprehensive solution to deal with the complexities of digital transformation across various sectors.

Analogical reasoning is a common way to produce design concept, but there are less researches of design thinking based on the analogical reasoning. This paper constructesd a kind of design thinking schema based on the analogical reasoning (DTSBAR), pointing out the general flow of the thinking mode, with discussing the general characteristics of analogy mapping and analogy inference reasoning process. The design process of portable pencil sharpener proved effectiveness of this design thinking patterns. The research would be helpful to understand the designer's design thinking rules, and to promote the production of design innovation.

Design thinking has found a place in business school curricula around the globe. Especially strategy, marketing, entrepreneurship and innovation courses tend to include design thinking exercises. In these courses, educators seek to balance analytical and creative thinking in business education to prepare their students for future work life challenges. The uptake of design thinking made it necessary to find or create conductive spaces for it. Some educators created pop-up studios for design thinking, i.e. re-purposed seminar and lecture rooms or moved their course outside of the facilities of their institution. Some schools went further and created dedicated business studio spaces. These physical business studios facilitated the adoption of design thinking in business schools, and at the same time attracted other educational forms and processes. The chapter includes the results of an interview and observational study in Denmark to explore the practices that have formed around design thinking in business studios over the past decade. We found that design thinking in business schools is less of a fixed toolkit or well-defined mindset and more of an enabler of a shift in the educational paradigm.

A rough set based decision support approach to improving consumer affective satisfaction in product design

Boom and skimmer are mechanical techniques in Oil Spill Response and Recovery (OSRR) that collect oil from the water surface. However, there are several drawbacks of using boom and skimmer, such as the oil could pass over the boom during strong wind and high tides. Moreover, the currently available oil skimmer designed by the engineers is heavy-duty; in consequence, it is ineffective in shallow water. Thus, there is a need to develop a portable oil spill skimmer to complement the current drawbacks. Several journals on the fabrication of the oil spill skimmer were reviewed. Findings from literature shows that the development of oil spill skimmer lacks user requirements when designing a portable oil spill skimmer. This article provides a systematic review of Kansei Engineering and the Analytical Hierarchy Process in the product development process. Therefore, Kansei Engineering and Analytical Hierarchy Process (AHP) can be incorporated in the early stage of designing a portable oil spill skimmer. This paper also includes the application of Kansei Engineering and AHP in design research articles. Findings from observed articles indicate a lack of design and development technologies relating to products for environmental protection; the AHP and Kansei Engineering application is somewhat lacking. Moreover, the fabrication of an oil spill skimmer focuses more on technical specifications and includes fewer user requirements. As a result, the characteristics such as ease of use, robustness, and safety cannot be evaluated. The AHP and Kansei Engineering methodology can be extended to the design and manufacture of products for environmental protection.

Purpouse: Based on Kansei Engineering, the existing problems of smart seals are analyzed, and the perceptual needs of users of smart seals are extracted and transformed into the modeling features of smart seals. Methods: Based on the related theories of Kansei Engineering, use questionnaires and other methods to select perceptual vocabulary. Through data analysis and processing, a mapping relationship between perceptual vocabulary and modeling features is established, and modeling features that meet the perceptual needs of users are determined and their feasibility is proved by practice. Conclusion: Kansei engineering has positive significance for the design of smart seals, and it has a certain reference for the design of such products.

Current approaches based on analytical thinking can be used to solve tame problems. But most of the problems including strategy problems faced by managers today in most enterprises are of wicked problem natured and calls for a different way of thinking. We argue that design thinking that is integrated into the enterprise is what is needed to solve the wicked problems in business focusing on strategy and innovation. The approach taken is a comparative analysis of traditional approach to business strategy and proposed design thinking based approach. Findings of this, led to a proposed design thinking integration system framework for integration of design thinking into the enterprise considering business strategy formulation to its implementation as an enterprise system design program.