Combining both Norman’s 3 levels of emotional design and Jordan’s 4 pleasure analysis, we have:
1) Physio-pleasure: Pleasures connected with touch, taste and smell as well as feelings of sensual pleasure
2) Socio-pleasure: Enjoyment derived from relationships with others
3) Psycho-pleasure: Related to the cognitive and emotional reactions
4) Ideo-pleasure: Related to people’s values
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Pairing up with Xiaofen last week, we did a Reverse Marketing Analysis (RMA) on a pair of platform wedge shoes which has a bright bold flower motif at the back and some funky details on it. We have categorised the shoes as a high end fashion item produced by big shoe brand like Nine West or something. (although, there is a high chance the shoes may appear as a cheap imitation at some sale, but for the purpose of this assignment I will narrow my options 
) Based on that impression, we actually came up with a target user profile.
In our intial analysis, the main characteristics of our user are:
- mainly female
- late 20s/30s OR the adventurous aunties in their 40s
- bold, independent, fashionable
- attention-seeking, expressive, enjoys being in the centre of attraction
- will sacrifice health for the sake of fashion (one wrong step in that and byebye to ankles)
Physically, she will be:
- medium build, towards the smaller size as the shoe may not be able to support the heavier build
Career-wise,
- for the late 20s-30s, working in the creative industries, arty-farty
- where individuality counts the most
- for the aunties, small business probably selling accessories, nail art or crystals etc
- not the office career woman type
And so, here’s a closer look at one of the possible users and a possible mobile phone that will suit her best.
Samantha “please just call me Sam” Wu, 45 years old
(Kindly refrain from calling her ‘Auntie’)
Samantha, 45, is one woman who is not afraid to express herself boldly. She loves colours bright and loud, and all things bling, which pretty much ensures that no able-sighted pedestrian would ever miss her on the streets. She is bilingual although she is much more articulate in Mandarin compared to English.
One of her fashion role models is Taiwanese pop singer Jolin Tsai, and she never fails to change her nail art at least twice weekly, in order to match her ever-changing outfits. In her heydays, she was the undisputed disco queen but ever since she met her husband, she is determined to focus her energy on being the best homemaker for her family.
Even when her kids were young, she would make the most out of her time by holding Tupperware parties regularly over at her place. Her husband works in the real estate industry and now that her two kids are pretty much grown up, with one studying overseas and another working, she is able to channel her creative energies into her first love — indulging in Swarovski crystal accessory making and selling.
Jolin, Sam’s fashion icon
Four-pleasure analysis of Samantha
Physio-pleasure aspect: (sensory)
tai-tai-ish indulgence in aromatherapy, spas, bling things
Samantha loves indulging in aromatherapy and spas to relax herself after a long day of shopping. She enjoys looking at pretty sparkly things and is drawn to small objects that can fit into her purse.
Socio-pleasure aspect: (social relationships)
fashion leader, staying connected through calls
She enjoys being the informal leader of her social circle whom she met through their common hobby of swarovski crystals and through her husband’s contacts. Although she is quite generous in giving out fashion tips to her friends, she prides herself at being more at the “forefront” of fashion trends as compared to the rest and is always seeking ways to show-off her individual style. Nonetheless, she enjoys being a leader-figure. As many of her loved ones and friends are jet setters and based overseas, she likes to stay connected by calling them up. She never leaves home without her handphone as she will often show-off the photos of her children, her latest crystal works to her friends.
Psycho-pleasure aspect: (usability)
enjoys being creative, sense of control, stay updated with trends
Samantha enjoys being creative by creating her own accessories that bear her own signature of style. She likes the sense of control and achievement that come from creating something personalized and unique from scratch. Be it earrings, necklaces or handphone accessories, she will spend alot of effort finding the right colours of crystals and check out the latest designs through fashion magazines and entertainment news especially on the Taiwanese channels on cable or websites.
Ideo-pleasure: (values)
go-getter, hard work in order to succeed, need to be noticed
Samantha has always been a go-getter who knows what she wants and will go all out for it. Just like how she took the initiative to “chase” her husband, she believes that everything worthwhile in life has to be earned through hard work. Once she feels she has accomplished her goals, she is able to relax. Her motto is to “work hard, play hard”. She feels that in order to succeed, you need to be noticed. And so, she feels that how a person dresses and presents oneself is very important, and she will never be slipshod about it.
Therefore the phone that she needs…
Product specifications:
Looks:
- Light-weight – for frequent travelling and shopping (need)
- Small – to fit into her purse (need)
- Brightly coloured and sparkly (appreciation)
- Must be at the forefront of the current trend (appreciation)
- · Able to showcase individual sense of style (appreciation)
Functions:
- Able to store at least 2 GB worth of information such as photos, contacts of loved ones and friends (need)
- 3G technology which allows her to video conference her loved ones overseas, to surf for fashion news (need)
- Able to customize, switch off whatever programs she doesn’t need (appreciation)
- Long battery life as she’s always on the go (need)
- Easy to type keypad (need)
According to the points mentioned above, the closest moblie phone i would suggest is Motorola’s MOTORAZR V3 which is slim, light-weight, trendy and most importantly for Sam, it looks good. Plus the fact that she can indulge in her glittery hobby by personalizing her handphone with those DIY crystals, while at the same time showcasing her creative talent.
Sam’s mobile phone
(not actual phone but just projected look O_O)
