Integrating aesthetic and emotional preferences in social robot design: An affective design approach with Kansei Engineering and Deep Convolutional Generative Adversarial Network

Recently, many companies have increasingly emphasized product appearance aesthetics and emotional preference-based design to enhance the competitiveness and popularity of their products. Identifying the interaction between product appearance and customer preferences and mining design information from the interacting context play essential roles in affect-related design approaches. However, due to the complexity of the aesthetic and emotional perception process, obtaining such design information from the interacting context is challenging. This paper proposes an affective design approach based on the Kansei engineering (KE) method and a deep convolutional generative adversarial network (DCGAN) following the research trend of merging KE with computer science techniques in recent years. A case study of the social robot design is conducted to verify the effectiveness of this approach. Appearance aesthetic and emotional preference evaluations are adopted by the KE method first to identify the crucial features in two categories: (1) The physical features of the outer shape, head and color for aesthetics; (2) The emotional features of intelligent, interesting and pleasant for preference perceptions. Based on a manually created social robot image dataset, the DCGAN model is trained to automatically generate novel design images. Then several professional designers are involved to fine-tune the generated images in detail. The experimental results show that the newly designed social robots tend to obtain positive aesthetic and preference evaluations. Practically, such an affective design approach can help industrial design companies identify customers’ psychological requirements and support designers in creating new products innovatively and efficiently.     

Dynamical mining of ever-changing user requirements: A product design and improvement perspective

Previous studies carried out customer surveys by questionnaires to collect data for analyzing consumer requirements. In recent years, a large and growing body of literature has investigated the extraction of customer requirements and preferences from online reviews. However, since customer requirements change dynamically over time, traditional studies failed to obtain the change data of customer requirements and opinions based on sentiments expressed in reviews. In this paper, a new method for dynamically mining user requirements is proposed, which is used to analyze the changing behavior of product attributes and improve product design. Dynamic mining differs from the traditional need acquisition mainly in three aspects: (1) it involves dynamically mining user requirements over time (2) it adds changes in manufacturers’ opinions to the analysis (3) it allows for product improvement strategies based on the changing behavior of product attributes. First, text mining is adopted to collect customer and manufacturer review data for different time periods and extract product attributes. A Natural Language Processing tool is used to measure the importance weight and sentiment score of product attributes. Second, an approach for dynamically mining user requirements is introduced to classify product attributes and analyze the changes of attribute data in three categories over time. Finally, an improvement strategy for next-generation product design is developed based on the changing behavior of attributes. Moreover, a case study on vehicles based on online reviews was conducted to illustrate the proposed methodology. Our research suggests that the proposed approach can accurately mine customer requirements and lead to successful product improvement strategies for next-generation products.     

The modified Kansei Engineering-based application for sustainable service design

Considering the human-centered design, this paper shows a modified-integrated approach of how to quantify the impact of perceived Kano's attractive services on perceived emotional satisfaction (Kansei), followed by the formulation of innovative ideas for sustainable services using TRIZ (known as Theory of Inventive Problem Solving). The Kano's attractive service attribute is deemed to be a significant emotional booster (known as Kansei). Kansei Engineering (KE) is used to highlight the level of customer emotional satisfaction due to perceived service offerings. For the past seven years, there has been a rapid concern in Kansei Engineering (KE) in services. However, previous research of KE has mainly focused on the improvement and analysis of general service domains. There is little attention to sustainable services. Hence, this study provides a modified KE-based approach and aims to understand and satisfy customer emotional needs (Kansei) considering the social, environmental and economic performance. An empirical study in an international airport lounge and lobby services was conducted to confirm the applicability of the proposed model. Purposive sampling through in-depth-interview and face-to-face questionnaires which involved 100 valid subjects was used. Theoretically, these studies show the importance of Kansei's role in sustainable service development, highlighting more innovative and breakthrough solutions with less contradiction and “true-meaning” of Kansei. Practically, it provides a guideline for service designer and manager in identifying which attractive-based service attributes need to be prioritized considering Kansei satisfaction.     

Kansei assessment of the constituent elements and the overall interrelations in car steering wheel design

In most studies on Kansei, the product form analysis model is based on the external features or elements of the product components. However, such an approach cannot completely convert consumer emotional perceptions into design elements. Therefore, this study combined the ergonomic technology used in Kansei engineering with the unique cognitive ability of humans to identify patterns and establish an emotional perception model that can integrate the overall interrelations of the constituent elements. Steering wheel design was used as the object of examination. Three types of adjectives were applied to describe the constituent elements. The first type was esthetic factors and involve external esthetics. The second type comprised two pairs of adjectives, sturdy/delicate and lightweight/heavy, called operational strength factors because they relate to form and strength. The third type comprised simplistic/changeful and artificial/spontaneous, called modernity factors because they pertain to the modern sense of beauty of the parts. Multiple linear regression analysis was used to construct a Kansei engineering model and compare the performance of individual elements and the product as a whole. The results show that the R² values in the overall model were greater than those in the element-oriented model, indicating that the integrated model outperformed the element-oriented model in variance explanation. The differences between the numerical values of the adjective pairs classic/fashionable (esthetic factors), sturdy/delicate (operational strength factors), and simplistic/changeful and artificial/spontaneous (modernity factors) were significant, demonstrating that the overall model is useful in predicting how consumers make assessments according to emotional perceptions. The R² increase of the modernity factors was the most obvious, indicating that the overall model assesses modernity more accurately. Comparing results and verifying test samples demonstrated that the overall model is more useful in predicting consumer appraisals that are based on emotional perception.Relevance to industryThis study determined that esthetics, operational strength, and modernity are the three most crucial factors in the emotional perceptions and preferences of consumer regarding steering wheel design. The results demonstrate that a model that integrates constituent elements can evaluate consumer behavior and assist product designers in understanding consumers.     

Development of technology for customer requirement-based reference design retrieval

Engineering design is a knowledge-intensive process, and includes conceptual design, detailed design, engineering analysis, assembly design, process design, and performance evaluation. Each task involves various aspects of knowledge and experience. Whether this knowledge and experience can be effectively shared is key to increasing product development capability and quality, and also to reducing the duration and cost of the development cycle. Therefore, offering engineering designers various query methods for retrieving engineering knowledge is one of the most important tasks in engineering knowledge management.The study develops a technology for customer requirement-based reference design retrieval to provide engineering designers with easy access to relevant design and associated knowledge. The tasks involved in this research include (i) designing a customer requirement-based reference design retrieval process, (ii) developing techniques related to the technology for customer requirement-based reference design retrieval, and (iii) implementing a customer requirement-based reference design retrieval mechanism. The retrieval process comprises the steps of customer requirement-based query, case searching and matching, and case ranking. The technology involves (1) a structured query model for customer requirement, (2) an index structure for historical design cases, (3) customer requirement-based case searching and matching mechanisms, (4) a customer requirement-based case ranking mechanism, and (5) a case-based representation of designed entities.     

数据驱动的产品概念设计知识服务模型构建

为了满足消费者的个性化需求,提高产品概念创新设计阶段的设计效率和水平,同时提升设计阶段的创新能力,构建了数据驱动的产品概念设计创新知识服务模型。该模型基于产品的评论数据和专利数据等,运用文本挖掘和聚类分析等技术,向产品的设计者提供相应的知识服务,进而对设计过程提供相应的辅助支撑。最后,用实例验证了该模型的有效性。     

How the Kano model contributes to Kansei engineering in services

Recent studies show that products and services hold great appeal if they are attractively designed to elicit emotional feelings from customers. Kansei engineering (KE) has good potential to provide a competitive advantage to those able to read and translate customer affect and emotion in actual product and services. This study introduces an integrative framework of the Kano model and KE, applied to services. The Kano model was used and inserted into KE to exhibit the relationship between service attribute performance and customer emotional response. Essentially, the Kano model categorises service attribute quality into three major groups (must-be [M], one-dimensional [O] and attractive [A]). The findings of a case study that involved 100 tourists who stayed in luxury 4- and 5-star hotels are presented. As a practical matter, this research provides insight on which service attributes deserve more attention with regard to their significant impact on customer emotional needs.

Statement of Relevance: Apart from cognitive evaluation, emotions and hedonism play a big role in service encounters. Through a focus on delighting qualities of service attributes, this research enables service providers and managers to establish the extent to which they prioritise their improvement efforts and to always satisfy their customer emotions beyond expectation.     

The effect of negative online consumer reviews on product attitude: An information processing view

Online consumer reviews provide product information and recommendations from the customer perspective. This study investigates the effects of negative online consumer reviews on consumer product attitude. In particular, it examines the proportion and quality of negative online consumer reviews from the perspective of information processing. The elaboration likelihood model is used to explain the persuasive effect of the proportion and quality depending on product involvement. A high proportion of negative online consumer reviews elicits a conformity effect. As the proportion of negative online consumer reviews increases, high-involvement consumers tend to conform to the perspective of reviewers, depending on the quality of the negative online consumer reviews; in contrast, low-involvement consumers tend to conform to the perspective of reviewers regardless of the quality of the negative online consumer reviews. The experiment in this study uses 248 college students in Korea. The proposed hypotheses are tested by three-way analysis of covariance.     

Developing a multi-layer reference design retrieval technology for knowledge management in engineering design

Engineering design is a knowledge-intensive process that encompasses conceptual design, detailed design, engineering analysis, assembly design, process design, and performance evaluation. Each of these tasks involves various areas of knowledge and experience. The sharing of such knowledge and experience is critical to increasing the capacity for developing products and to increasing their quality. It is also critical to reducing the duration and cost of the development cycle. Accordingly, offering engineering designers various methods for retrieving engineering knowledge is one of the most important tasks in managing engineering knowledge.

This study develops a multi-layer reference design retrieval technology for engineering knowledge management to provide engineering designers with easy access to relevant design and related knowledge. The tasks performed in this research include (i) designing a multi-layer reference design retrieval process, (ii) developing techniques associated with multi-layer reference design retrieval technology, and (iii) implementing a multi-layer reference design retrieval mechanism. The retrieval process contains three main phases—‘customer requirement-based reference design retrieval’, ‘functional requirement-based reference design retrieval’ and ‘functional feature-based reference design retrieval’. This technology involves (1) customer requirement-based reference design retrieval, which involves a structured query model for customer requirements, a case-based representation of designed entities, a customer requirement-based index structure for historical design cases, and customer requirement-based case searching, matching and ranking mechanisms, (2) functional requirement-based reference design retrieval, which includes a structured query model for functional requirements, a functional requirement-based index structure for historical design cases, and functional requirement-based case searching, matching and ranking mechanisms, and (3) functional feature-based reference design retrieval, which is a binary code-based representation for functional features, an ART1 neural network for functional feature-based case clustering and functional feature-based case ranking.     

An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior

The goal of this study is to compare the influence of celebrity endorsements to online customer reviews on female shopping behavior. Based on AIDMA and AISAS models, we design an experiment to investigate consumer responses to search good and experience good respectively. The results revealed that search good (shoes) endorsed by a celebrity in an advertisement evoked significantly more attention, desire, and action from the consumer than did an online customer review. We also found that online customer reviews emerged higher than the celebrity endorsement on the scale of participants’ memory, search and share attitudes toward the experience good (toner). Implications for marketers as well as suggestions for future research are discussed.     

Selecting representative affective dimensions using Procrustes analysis: an application to mobile phone design

Collecting affective responses (ARs) from consumers is crucial to designers aspiring to produce an appealing product. Adjectives are frequently used by researchers as an affective means by which consumers can describe their subjective feelings regarding a specific product design. This study proposes a Kansei engineering (KE) approach for selecting representative affective dimensions using factor analysis (FA) and Procrustes analysis (PA). A semantic differential (SD) experiment is used to examine consumers' ARs toward a set of representative product samples. FA is employed to extract the underlying latent factors using an initial set of affective dimensions. A backward elimination process based on PA is used to determine the relative significance of adjectives in each step according to the calculated residual sum of squared differences (RSSDs) to finally obtain the ranking of the initial set of adjectives. Additionally, the results of the proposed approach are compared to the method that combines FA and two-stage cluster analysis (CA). A case study of mobile phone design is provided to demonstrate the analysis results.     

Developing a multi-layer reference design retrieval technology for knowledge management in engineering design

Engineering design is a knowledge-intensive process that encompasses conceptual design, detailed design, engineering analysis, assembly design, process design, and performance evaluation. Each of these tasks involves various areas of knowledge and experience. The sharing of such knowledge and experience is critical to increasing the capacity for developing products and to increasing their quality. It is also critical to reducing the duration and cost of the development cycle. Accordingly, offering engineering designers various methods for retrieving engineering knowledge is one of the most important tasks in managing engineering knowledge.This study develops a multi-layer reference design retrieval technology for engineering knowledge management to provide engineering designers with easy access to relevant design and related knowledge. The tasks performed in this research include (i) designing a multi-layer reference design retrieval process, (ii) developing techniques associated with multi-layer reference design retrieval technology, and (iii) implementing a multi-layer reference design retrieval mechanism. The retrieval process contains three main phases—‘customer requirement-based reference design retrieval’, ‘functional requirement-based reference design retrieval’ and ‘functional feature-based reference design retrieval’. This technology involves (1) customer requirement-based reference design retrieval, which involves a structured query model for customer requirements, a case-based representation of designed entities, a customer requirement-based index structure for historical design cases, and customer requirement-based case searching, matching and ranking mechanisms, (2) functional requirement-based reference design retrieval, which includes a structured query model for functional requirements, a functional requirement-based index structure for historical design cases, and functional requirement-based case searching, matching and ranking mechanisms, and (3) functional feature-based reference design retrieval, which is a binary code-based representation for functional features, an ART1 neural network for functional feature-based case clustering and functional feature-based case ranking.     

Knowledge management of product design: A requirements-oriented knowledge management framework based on Kansei engineering and knowledge map

For the knowledge management of product design, knowledge innovation is the foundation and motivation for the independent innovation and enhancing the core competitiveness. Most of the product knowledge exists in the brain of designers. How to obtain the required knowledge accurately in massive knowledge database becomes the key to knowledge innovation. However, the design knowledge based on consumer’s requirement has not been extensively studied. There is no consensus on the reasonable and effective implementation of the knowledge management framework to select the optimum design knowledge based on the consumer’s requirements. In this study, to efficiently realize the knowledge acquisition and knowledge selection, a requirements-oriented knowledge management model is established, with the advantage of Kansei engineering in knowledge acquisition and multi-objective decision-making in knowledge selection. Finally, the outdoor leisure chairs design is used as a case study to explain the implementation of the knowledge management framework. To reveal the advantages of the framework, it was compared with other frameworks. The results show that the proposed knowledge management framework is more efficient and provided a method of designers to acquire design knowledge based on the consumer’s requirements.     

Dynamic modelling of customer preferences for product design using DENFIS and opinion mining

Previous studies mainly employed customer surveys to collect survey data for understanding customer preferences on products and developing customer preference models. In reality, customer preferences on products could change over time. Thus, the time series data of customer preferences under different time periods should be collected for the modelling of customer preferences. However, it is difficult to obtain the time series data based on customer surveys because of long survey time and substantial resources involved. In recent years, a large number of online customer reviews of products can be found on various websites, from which the time series data of customer preferences can be extracted easily. Some previous studies have attempted to analyse customer preferences on products based on online customer reviews. However, two issues were not addressed in previous studies which are the fuzziness of the sentiment expressed by customers existing in online reviews and the modelling of customer preferences based on the time series data obtained from online reviews. In this paper, a new methodology for dynamic modelling of customer preferences based on online customer reviews is proposed to address the two issues which mainly involves opinion mining and dynamic evolving neural-fuzzy inference system (DENFIS). Opinion mining is adopted to analyze online reviews and perform sentiment analysis on the reviews under different time periods. With the mined time series data and the product attribute settings of reviewed products, a DENFIS approach is introduced to perform the dynamic modelling of customer preferences. A case study is used to illustrate the proposed methodology. The results of validation tests indicate that the proposed DENFIS approach outperforms various adaptive neuro-fuzzy inference system (ANFIS) approaches in the dynamic modelling of customer preferences in terms of the mean relative error and variance of errors. In addition, the proposed DENFIS approach can provide both crisp and fuzzy outputs that cannot be realized by using existing ANFIS and conventional DENFIS approaches.     

Customer knowledge discovery from online reviews

The explosive growth of Chinese electronic market has made it possible for companies to better understand consumers?? opinion towards their products in a timely fashion through their online reviews. This study proposes a framework for extracting knowledge from online reviews through text mining and econometric analysis. Specifically, we extract product features, detect topics, and identify determinants of customer satisfaction. An experiment on the online reviews from a Chinese leading B2C (Business-to-Customer) website demonstrated the feasibility of the proposed method. We also present some findings about the characteristics of Chinese reviewers.     

Product recommendation with latent review topics

Online customer reviews complement information from product and service providers. While the latter is directly from the source of the product and/or service, the former is generally from users of these products and/or services. Clearly, these two information sets are generated from different perspectives with possibly different sets of intentions. For a prospective customer, both these perspectives together provide a complementary set of information and support their purchase decisions. Given the different perspective and incentive structure, the information from these two source sets tends to be necessarily biased, clearly with the high probability of negative information omission from that provided by the product/service providers. Moreover, customers oftentimes face information overload during their attempts at deciphering existing online customer reviews. We attempt to alleviate this through mining hidden information in online customer reviews. We use a variant of the Latent Dirichlet Allocation (LDA) model and clustering to generate equivalent options that the customer could then use in their purchase decisions. We illustrate this using online hotel review data.     

基于人群感性认知的产品符号提炼及运用

当今已进入"感性消费"时代。这就要求产品设计者不但要了解感性认知如何影响消费者行为。也要掌握体现产品形态语意的符号的获取方式。本文利用心理描述测试法和聚类分析验证了情感矩阵的感性人群分类方式在中国的可适用性。并以座椅为例,利用SD语意差异法和主成因子分析法,对其感性认知经验进行了产品符号的提炼和验证运用。提炼出的产品符号在帮助设计者构思或验证未来感性产品设计这点上具有一定的参考价值和意义。     

Enhanced customer requirement classification for product design using big data and improved Kano model

The classification of customer requirements (CRs) has a significant impact on the solution of product design. Existing CRs classification methods such as the Kano model and IPA model are time-consuming and inaccurate. This paper proposes a CRs classification method for product design using big data of online customer reviews of products to classify CRs accurately and efficiently. Comments of customer reviews are matched to CRs using a hierarchical semantic similarity method. Customer satisfaction degrees are defined based on emotional levels of adjectives and adverbs of customer comments using word vectors. The function implementation degree of each product is determined by specifications crawled from online products. Fitting curves are formed by defined customer satisfaction and function implementation of CRs using polynomial modeling and least square methods. Based on the slope of the fitted curves, CRs are classified to provide the minimum and maximum function implementations of CRs in each CR group to guide a product design process. The proposed method is applied in a case study of defining CRs classifications for design of upper limb rehabilitation devices. For verifying the proposed method, CRs defined by the existing methods are compared with CRs from the proposed method in design of an upper limb rehabilitation device.     

Incorporating affective customer needs for luxuriousness into product design attributes

In a highly competitive market, customers' product affection is a critical factor to product success. However, understanding customers' affective needs is difficult to grasp; product design practitioners often misunderstand what customers really want. In this study we report our experience in developing and using an affective design framework that identified critical affective features customers have on products and are systematically incorporated into product design attributes. To identify key affective features such as luxuriousness, we utilized the Kansei engineering methodology. This approach consists of three steps: (1) selecting related affective features and product design attributes through a comprehensive literature survey, expert panel opinion, and focus group interviews; (2) conducting evaluation experiments; and (3) developing Kansei models using multivariate statistical analysis and analyzing critical product design attributes. To demonstrate applicability of the proposed affective design framework, 30 customers and 30 product design practitioners participated in an evaluation experiment for car crash pads, and 44 customers and 20 designers participated in an evaluation experiment for two interior room products (wallpapers and flooring materials). The evaluation experiments were conducted via systematically developed questionnaires consisting of a 7‐point semantic differential scale and a 100‐point magnitude estimation scale. The results of the experiments were analyzed using principal component regression and quantification theory type I method. Using the analyzed survey data, the relationship between luxuriousness and related affective features and product design attributes were identified. This relationship indicated that there was a significant difference in the perception of luxuriousness between customers and designers. Consequently, it is expected that the results of this study could provide a foundation for developing affective products. © 2009 Wiley Periodicals, Inc.     

A Kansei mining system for affective design

Affective design has received much attention from both academia and industries. It aims at incorporating customers' affective needs into design elements that deliver customers' affective satisfaction. The main challenge for affective design originates from difficulties in mapping customers' subjective impressions, namely Kansei, to perceptual design elements. This paper intends to develop an explicit decision support to improve the Kansei mapping process by reusing knowledge from past sales records and product specifications. As one of the important applications of data mining, association rule mining lends itself to the discovery of useful patterns associated with the mapping of affective needs. A Kansei mining system is developed to utilize valuable affect information latent in customers' impressions of existing affective designs. The goodness of association rules is evaluated according to their achievements of customers' expectations. Conjoint analysis is applied to measure the expected and achieved utilities of a Kansei mapping relationship. Based on goodness evaluation, mapping rules are further refined to empower the system with useful inference patterns. The system architecture and implementation issues are discussed in detail. An application of Kansei mining to mobile phone affective design is presented.