Four Pleasure Analysis of Ferlicia

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Ferlicia Tan, 30, a new age career women who had a blissful marriage at the age of 28. She loves her husband, Daniel, who is a general manager in FastGo Pte Ld a car shipping firm owned by his family. Ferlicia herself owns a small design company which gives image consultation to small-medium enterprises in Singapore. She loves her work as a designer and a consultant and that is what she dream of doing all her life. She finished her studies in Sydney College of the Arts when she was 23 and started working as a interior designer. After a year, she resigned and really step out to set up her own designing firm with her friends. Three years later her career started taking off when her company was doing very well and she decided to expand it. She is brave and dare to take risks. This personality attributed to her success today.

Apart from being brave, she is wild and bold. She loves having fun, enjoys her life and likes to meet people. She often goes clubbing or to pubs for a drink with her friends and collegues. She would go to wine bars with her husband or spend the night at a friend's place chilling out. She loves to hang out with her friends, likes to go for parties and make alot of friends. She believes friends and social networks are important. She loves freedom and her marriage definitely have not stole the kind of freedom she wanted from her.

Among her friends, she is one of the most gorgeous and stands out from the crowd. Most importantly, she loves the feeling it. She has a very good taste for fashion and would try out any kind of clothes to make herself beautiful. To her, beauty is everything. Her life would be a boring one without the definition of aesthetics. Therefore, she spends a great deal of time shopping for clothes in shopping centres and boutiques. It also helps her to relax herself while shopping. However, her new closet is overflowing with her clothes that she have to hang them somewhere else.

Every monday and wednesday, Ferlicia would go for her private yoga class in order to keep her body in shape. To many people, Ferlicia had a perfect body. However, to her, it is far from perfect. She stays with Daniel in a huge house near Kembangan Mrt Station and she would go to the gym room in her house sometimes when she feels fat. At night, she would spend most of her free time maintaining her long hair and doing facial. She is a perfectionist when it comes to her perception of beauty.


Four pleasure analysis

Physio-pleasure :

• Ferlicia does yoga and goes to gym sometimes to keep her body in shape and to relex her mind. (Need pleasure)


• She does facial and maintains her hair at night to keep herself beautiful everyday. (Need pleasure)


• She does shopping when she has the time to keep up with the lastest fashion. This is like a hobby to her. (Appreciation pleasure)
  

Socio-pleasure :

• Ferlicia loves the company of her friends and husband. Her friends are important to her and she loves her husband. (Need pleasure)


• She likes to stand out from the crowd and being the center of attraction. (Appreciation pleasure)


• She loves meeting people and this may be due to her brave nature. This helps her to build up her social contacts beneficial to her business. She is socially active. (Appreciation pleasure)
  

Psycho-pleasure :

• She often goes out with her friends and tell her feelings to them. (Need pleasure)
  
• She loves her husband and his emotional support is most important to her. (Need pleasure)

Ideo-pleasure :

• Ferlicia thinks beauty is everything. Everything around her has to be beautiful. (Need pleaure)


• She believes in freedom and doing the things she wanted to do. (Need pleasure)
  

Product Benefit Specifications

When it comes to which type of handphone Ferlicia would buy, it would be definitely something that is sleek, beautiful and in fashion. The other look would be most important to her as she is very image conscious. She needs a phone that will match her image as a designer, a sophisticated women and able to be the center of attraction.

The functions of the phone would not be too important to Ferlicia. Apart from the basic functions, she would need functions that can help her in her highly active social life.

Introducing Nokia N76.

The outer design of the phone she needs would look something like the Nokia N76 phone as shown above. The phone's bright red colour attracts other people's attention which satisfy her
appreciation pleasure of being the center of attraction. The red colour also suits her character of being wild and bold. The phone's rounded edges and smooth contours suit her feminine self and would make her look in fashion and beautiful. This satifies her ideo-pleasure and socio-pleasure needs.

Apart from the basic functions of normal phones, what she needs is a good camera with good night shot capability as she likes to go for parties at night. The Nokia N76 phone has a two mega pixel camera and a memory of 2GB with expendable external memory. This allows her to store her happy memories of gatherings with friends and her sweet times with her husband in the phone. It would also be a good tool for her to remember faces of people when she goes out to meet new people and clients. The MP3 playing function allows her to listen to music while doing yoga or gym, statisfying her physio-pleasure need.

In addition, the phone should have emailing capability where she can email to her friends and clients whenever neccessary. This way, she would not be desk-bounded to a computer, enabling her to do the things she wanted and satisfying her freedom ideology. Everything would be just a touch away and hassle-free.

In general, the phone would be beautiful in terms of its looks as well as its functions to Ferlicia, statisfying her ideology of being beautiful is everything.

:)

Pleasure with Products - Emotional Designs

This time round, the task is to find 3 products and describe how my brain percieve those products according to the 3 different levels of brain processing - Visceral, Behavioral and Reflective.

Visceral design: refers primarily to that initial impact, to its appearance.

Behavioral design: is about look and feel, the total experience of using a product - the physical feel/pleasure and effectiveness of use.

Reflective design: is about ones thoughts afterwards, how it makes one feel, the image it portrays, the message it tells others about the owner's taste.

Quoted from Reddy's slides :)

What I have chosen is people wear most of the time - Reading glasses.


Product 1 :

Solid gold lorgnette. It is a combination of a clock, a miniature violin and a pair of reading glasses and part of the British Optical Association (BOA) Museum Collection.

Visceral design: Old antique look. Solid gold gives it a priceless look (indeed it is). The design is unique and exquisite. Good for display but not very in fashion to use it.

Behavioral design: It a two-in-one clock cum spectacle design. However i doubt the clock is still working. User have to hold on to the handle before he/she can use it to read anything; not very practical.

Reflective design: It's a antique collection of the BOA Museum. Owning it would definitely make you feel good even it is just for display. It gives the image that the owner has good appreciation for antiques.

Product 2 : The flexible frame reading glasses has frames that are designed to flex, allowing them to restore to an original shape when they are subjected to rough handling or their shape is susceptible to being deviated. It has detachable bridge and arms, allowing them to be reglazed with updated lenses.

Visceral design: Design not very pleasing to the eye. The frame is too colourful and design does not gain my interest in buying this product.

Behavioral design: Its flexible frame allows rough handling of the spectacle. As the spectacle returns to its original shape, it does not go out of shape. Thus, it is more durable. Detachable arms and bridge allows users to change the lens when they are required to.

Reflective design: It is a simple spectacle frame from the roadside store. Owning it doesn't make one feel proud or excited.

Product 3 :Brandless High Fashion Unisex frame

Visceral design: Colourful frame makes it visually pleasing and vibrant. Thick plastic frame spectacles are in fashion and makes one look younger.

Behavioral design: Cannot be adjusted to fit to the shape of your face. It is bulky and heavier than normal spectacles. It slips down the nose easily and have to adjust it constantly if the user have a oily face. Can be very fustrating to use as it keep slipping.

Reflective design: It is not from a famouse brand but the design is in fashion. Those who are into fashion are wearing it and so it makes people wants to buy it. It gives a image that the user is in fashion and not old fashion.

In my opinion, glasses are very functional products and also part of a person's face. It either makes you look good or look bad. People wear glasses all the time and thus glasses are important in its design as well as its functionality and usability. Therefore, the three emotional design aspects have to be taken care of carefully to make a pair of spectacles a good sales product.

:)

Bad Designs - Webpages

When is the last time you had problems looking for the information you want or navigating through a website? It is definitely fustrating for users to look through hundreds of links to locate the information they want in a particular webpage. Users of the internet wants information instantly at a click away, providing them the convinence they want. However, sometimes users could have a hard time looking for what they want.

My friend, CS, told me he had a hard time looking through SingTel's webpages when he was looking for information about SingNet's broadband connection. His response on the website was that it was too complicated and overloaded with information. This made his search difficult. Although there is a search function available, he would still need to go through every entry to find information he wanted. Disappointed by the webpage, he concluded that the customer service side wasn't as good as he had expected earlier and he agreed that this would construct a bad image for SingTel if the website wasn't properly set up. Hearing this i decided to go in and take a look at the website myself.

When I first got into SingTel's home page, it gave me a professional feel and the red color portion of the page caught my attention. However, when I start looking into the details,
I was overwhelmed by the huge amount of information infront of me. I did not know where to start with. The whole page is full of links! Moreover, some of those links are repeated and goes to the same page.


After a short while, I gave up looking through all the links and click on a randomly selected link. Unfortunately, I came to another page full of links again. There are also no clear header stating which page I am at. I went back to the home page and tested out more of the links. There are two homepage links at the main page but both goes to a different page. I was confused and did not know which is the real "home page".

After going through a few links I came across this page
This page is inconsistent with the other Singtel pages. It has two independent scrollbars, one for the left navigation panel and one for the main content area. Users in this case have to scroll the scroll bars individually to look through all the contents of each panel which becomes very inconvenient for them. In addition, in the main content area, most of the images are animated, each trying to catch the users' attention. However, to me, these images are distracting my focus one other areas, rather than attracting my attention.

Overall Singtel's pages have been clean and professional. However, there is too many navigation panels per page which may confuse users. Proper guidance should be provided on the page. User should have a good mental picture of the website, its linkages and how to go forward and back to its pages so as to make its usage easier. Returning users of the page should immediately know where to look for the information they want and not search all over the place again.

Finally, having a good website definitely brings a good image to its brand name. Users would be able to achieve their objectives on the website with as little time as possible. Especially when users face problems with thier products; they would want to seek help and solution as fast as possible. Websites that are complex and hard to navigate would result in fustrated users and end up with users having a bad experience with the brand. Eventually, having a good relationship with customers is an important factor to keep old customers as well as to attract new ones.

:)

What is user experience design?

Here's a brief intro to user experience design. Basically, user experience design (UX) refers to the overall satisfaction and experience during the process of interacting with a product.

Alot of us may have bad experiences with products due to bad designs and functionality bugs. Insufficient clues on how to use a product would definitely cause inconvenience to us. It also creates a bad mental image about the brand. As a result, we tend to lose confidence in that brand. Thus, the chances for us to return to that brand of goods would be low.

<---- would you use soap that look like this? http://www.nopeitssoap.com/

Remember, bad news usually spreads faster than good ones. People would tell 10 person about a bad product and only tell 1 person about a good product. Thats what i was told in my marketing lecture a few semesters ago and its very much true. Generally, good design sells, while bad design will continue to stay on the shelves. Therefore, sufficient usability tests should be done on a product before releasing it to the market.

Technological advances have made things easier but at the same time have increase the complexity of things. In the end consumers still favours need, simple, easy to use designs. Therefore, product designers please spare us from those complicated, brain cracking designs and don't make our lives difficult buy introducing hard to use products.

For more information, you can refer to http://www.paradymesolutions.com/articles/what-is-user-experience-design/ or some of the UX links I have provided on the right panel.
:)