Creativity in Uncovering Customer Expertise for Affective Design

  • Jouh Ching Goh
  • Martin G. HelanderEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 824)


We analyzed customer expertise in purchasing a car that satisfies customer needs for affective design. The approach was based on a hierarchical patterns analysis. There is a hierarchy of requirements starting with simple marketing requirements and ending with final design details. We assume that there is a rationale for customer’s evaluation of cars, and that evaluations are connected to design details. The purpose of using a hierarchical pattern was to model how car buyers evaluate car appearance. In addition, a hierarchical pattern is helpful to establish a dialog between car buyers and designers and create a frame work, where customer requirements can be satisfied. The study examined five main roles of product appearance, namely: Aesthetics, Symbolic Meaning, Functionality, Ergonomics and Categorization. The functional and ergonomics role are described as semantic roles as they address user’s evaluation of the apparent utility and perceived quality of a design. Twenty-six sets of evaluations were obtained from interviews with 13 subjects. To arrive at hierarchical patterns, the data was analyzed in three steps: Step 1 involved classifying responses into three groups: “I like”, “I dislike” and “I want to modify”. Step 2 transformed the results into hierarchical patterns using questions such as “Why do you like this car?” Step 3 analyzed and generalized the hierarchical patterns into a few simple patterns. The analyses yielded seven different hierarchical patterns, which generally fit all the evaluations of cars. The results are discussed in the context of the product appearance roles.


Customer expertise Hierarchical patterns Affective design 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Nanyang Technological UniversitySingaporeSingapore
  2. 2.Damai SciencesKuala LumpurMalaysia

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