Emotional engineering. [1], Service development

397 Pages·8.404 MB·English

by  Fukuda, Shuichi(Editor)

Emotional Engineering
Shuichi Fukuda
Editor
Emotional Engineering
Service Development
123
Shuichi Fukuda, PhD
[email protected]
[email protected]
ISBN 978-1-84996-422-7 e-ISBN 978-1-84996-423-4
DOI 10.1007/978-1-84996-423-4
Springer London Dordrecht Heidelberg New York

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Preface
Engineering is often thought to be very rational. But when we look way back into
history, human beings made tools without the benefit of too much knowledge and
experience. Instead, they were driven by their desire to explore new worlds by
developing new tools. Indeed, Homo faber is the essence of engineering. We de-
sign and manufacture our products to develop new experiences. Engineering is
more than just providing conveniences. If we remember that engineering started
with emotion, it does not come as a surprise when we stop to consider the role of
emotion in engineering.
The twenty-first century is an open world. In the twentieth century, technologi-
cal advancements took place in relatively predictable directions, which meant we
had enough knowledge and experience to make decisions. But today society is
expanding rapidly, taking us beyond our traditional knowledge and experience.
With such uncertainty, we need to look to our emotions to provide us with a sense
of direction and a sense of balance, or what Aristotle described as “common
sense”. If emotion is interpreted in the sense of its original meaning, it is very
much active, because it means to “move out”, which comes from the Latin words
e = ex = out, and movere (motion). It should also be noted that the word “motiva-
tion” has the same origin. In fact, emotion motivates our actions. It will take you
higher and provide you with a better perspective. Emotion will play a very impor-
tant role in rationalizing our actions or decision making in this age of increasing
uncertainty.
Human beings are characterized in many ways, such as “Homo faber” (human
makes a tool), “Homo ludens” (human plays), “Homo loquens” (human speaks),
“Homo mobens” (human moves or travels), etc. They all describe how humans are
motivated and they all lead to today’s engineering. Our customers’ expectations
are quickly changing from better products to mental satisfactions. Therefore, more
attention and effort should be focused upon human characteristics in our product
design.
Traditional product development has been one way from the producer to the
customer. Value was only thought about in terms of final product performance.
v
vi Preface
We forgot that our customers are not just passive consumers. They are very much
active and creative. They invent many new ways of using our product, not only to
meet their needs or preferences, but also to enjoy using them. They are creating
value themselves by inventing a wide variety of experiences that the product de-
signers never dreamed of. If we consider that they would also like to get involved
in product development to exhibit their creativity more and to enjoy the experien-
ce, then our product development must be changed drastically to make this pos-
sible. Engineering can provide our customers with experiences not only as users
but also as developers.
This book presents a wide variety of research topics on emotional engineering
with contributions from leading experts in many different fields. Chapter 1 is an
introduction to the topic. Chapters 2, 9, and 11 discuss emotional communication
from different perspectives: Chapter 2 covers ambient information; Chapter 9,
embodiment; and Chapter 11, human–computer interaction. Chapters 3, 4, 6, 9,
and 13 study emotion in virtual environments: Chapter 3 looks at skill transfer;
Chapter 4, skill and creativity, Chapter 6, emotional design; Chapter 9, embodi-
ment; and Chapter 13, 3D shape evaluation. Chapter 4 discusses customer creativi-
ty and customer involvement in product development, which is not often discussed
elsewhere. Chapters 5 and 16 are kansei engineering papers: Chapter 5 looks at
driver emotion and head-up displays; and Chapter 16 discusses product design.
The issue of driver emotion is also covered in Chapter 14. Chapter 16 deals with
sound and describes kansei engineering approaches generally. Chapters 7 and 9
deal with emotion and robots. Chapters 4, 8, and 13 describe shape design. Chap-
ter 8 discusses the relation of shape with 1/f fluctuations. Chapter 10 discusses
affordance perception from an emotional standpoint. Chapter 12 describes how
emotion can be utilized for rating TV programs. Chapters 15 and 19 both discuss
footwear issues: Chapter 15 looks at the problem from a medical angle; whilst the
development of sports shoes are covered in Chapter 19. Chapters 17 and 20 dis-
cuss emotion in engineering design teams: Chapter 17 describes how emotion can
be captured and analyzed; and Chapter 20 looks at how better teams can be for-
med with due attention to emotion. Chapter 18 introduces how biological signals
can be used to detect excitement. Finally, Chapter 21 discusses how emotional and
creative motion can be generated.
I hope the reader will enjoy exploring the wide open world of emotional engi-
neering. It will pave our way to wisdom engineering.
Finally, I would like to thank all the authors from the bottom of my heart and
would also like to thank Mr. Anthony Doyle and Ms. Claire Protherough, both at
Springer, UK, and also Mr. David Hemsley for editing the book.
Shuichi Fukuda
Core Ideas
1. Emotion is a compass. It provides us with a better, long-term perspective on the
direction in which we should be moving. It is a prerequisite for strategic deci-
sion making under increasing uncertainties. But to make the best use of it we
have to rationalize our emotions.
2. Emotion is motivation and expectation. It shows us where our customers are
heading and what they would like to have. It leads to evolutionary and disrup-
tive innovation and opens up new markets.
3. Emotion is reflective and can be a generator of new values. It creates values not
only from our products but also from our processes. If we can get our customers
involved in product development, they can create their own experience and enjoy
telling their stories. In order to achieve this, our product development must be
changed so that both producer and customer can enjoy working together.
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Contents
1 Emotion: A Gateway to Wisdom Engineering..................................... 1
Shuichi Fukuda
1.1 Introduction................................................................................... 1
1.2 From Designer-centric to User-centric Design.............................. 2
1.3 Role of Emotion in Decision Making............................................ 2
1.4 The Creative Customer.................................................................. 3
1.5 Emotion = Move Out..................................................................... 4
1.6 Babies............................................................................................ 5
1.7 Quality Function Deployment (QFD)............................................ 5
1.8 The Fluctuation Equation.............................................................. 5
1.9 The Emotion Equation................................................................... 6
1.10 Rationalizing Our Actions Using Emotion.................................... 6
1.11 Closed and Open Worlds............................................................... 7
1.12 Reflective Practice......................................................................... 8
1.13 Homo Faber.................................................................................. 8
1.14 Homo Ludens................................................................................. 8
1.15 Pragmatism.................................................................................... 9
1.16 Learning from Failure.................................................................... 10
1.17 Maslow’s Hierarchy of Human Needs.......................................... 11
1.18 Short-duration and Long-duration Emotions................................. 13
1.19 Continuous Prototyping................................................................. 14
1.20 Creating Markets........................................................................... 16
1.21 One Time Value and Lifetime Value............................................. 16
1.22 Concluding Remarks..................................................................... 18
References................................................................................................. 19
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x Contents
2 SHOJI: A Communication Terminal for Sending and Receiving
Ambient Information.............................................................................. 21
Masaki Shuzo and Ichiro Yamada
2.1 Introduction................................................................................... 21
2.2 Ambient Information..................................................................... 22
2.2.1 Definition......................................................................... 22
2.2.2 Related Works.................................................................. 23
2.2.3 Our Approach................................................................... 24
2.3 Target Usage.................................................................................. 24
2.4 Technical Functional Requirements.............................................. 25
2.5 Questionnaire................................................................................. 26
2.5.1 Overview.......................................................................... 26
2.5.2 Results.............................................................................. 27
2.6 Prototype Terminal........................................................................ 29
2.7 Emotion Extraction from Voice.................................................... 31
2.7.1 Voice/Non-voice Recognition Process............................. 31
2.7.2 Speaker Recognition Process........................................... 32
2.7.3 Emotion Recognition Process.......................................... 33
2.8 Field Experiment........................................................................... 34
2.8.1 Method............................................................................. 34
2.8.2 Results.............................................................................. 35
2.9 Conclusion..................................................................................... 37
References................................................................................................. 37
3 A Mixed Reality-based Emotional Interactions
and Communications for Manufacturing Skills Training................... 39
Keiichi Watanuki
3.1 Introduction................................................................................... 40
3.2 Skills Transfer............................................................................... 41
3.2.1 Present Situation and Problem Points Regarding
Methods of Skills Transfer............................................... 41
3.2.2 New Methods of Skills Transfer...................................... 43
3.2.3 Knowledge Creation and Skills Transfer by Sharing
of “Ba”............................................................................. 44
3.2.4 Conversation Analysis and Extraction of Knowledge...... 46
3.2.5 Proficiency and Corporeality........................................... 47
3.3 Skills Transfer and Human Resource Development
in the Foundry Industry................................................................. 48
3.3.1 Knowledge and Skills Transfer
of Casting Technology..................................................... 48
3.3.2 New System for Skills Transfer....................................... 49
3.3.3 Skills Transfer System Using Multimedia Technology... 49
3.3.4 Casting Skills Acquisition System Using VR Space........ 51
3.3.5 Skills Transfer and Human Resources Development
Through Emotional Interaction in VR Space................... 53
Contents xi
3.3.6 Skills Transfer with an Annotation Display System........ 54
3.3.7 Work Training by OJT and Sharing a Ba
in a Virtual Training System............................................ 55
3.4 Augmented Reality-based Training System.................................. 57
3.4.1 Augmented Reality.......................................................... 57
3.4.2 Training System for Pouring............................................ 58
3.5 Work Support for Elderly or Female Workers.............................. 59
3.5.1 Aging Society and Labor Problems................................. 59
3.5.2 Work Support for the Work of the Elderly
or Female Workers........................................................... 60
3.5.3 Construction of a Teleworking Environment
as a Work Form with Variety........................................... 60
3.6 Conclusions................................................................................... 61
References................................................................................................. 61
4 Exploitation of Designers and Customers’ Skills and Creativity
in Product Design and Engineering....................................................... 63
Monica Bordegoni
4.1 Introduction................................................................................... 63
4.2 One Product, many Customers...................................................... 65
4.3 The Product Development Process................................................ 66
4.3.1 Designers and Engineers.................................................. 68
4.3.2 Tools for Design and Engineering................................... 70
4.3.3 Methods and Tools for Product Testing........................... 71
4.3.4 Remarks About the Product Development Process.......... 72
4.4 A Paradigm Shift in the Product Development Process................ 72
4.4.1 Product Customization and Participatory Design............ 73
4.4.2 PDP Scenario Based on User-centered Design................ 74
4.5 Design Tools for Product Designers and Customers..................... 75
4.5.1 Enactive Interfaces........................................................... 75
4.5.2 Design Tools Based on Enactive Interfaces..................... 78
4.5.3 An Example: Enactive Interface for Shape Evaluation.... 79
4.5.4 Remarks........................................................................... 81
4.6 Product Prototyping and Testing................................................... 82
4.6.1 An Example: Mixed Reality Application
for Product Evaluation..................................................... 82
4.7 Conclusion..................................................................................... 84
References................................................................................................. 84
5 A Study on the Relationships Between Drivers’ Emotion
and HUD Image Designs........................................................................ 87
Shana Smith and Shih-Hang Fu
5.1 Introduction................................................................................... 87
5.2 Experiment Procedures.................................................................. 88
5.2.1 The First Experiment....................................................... 89