Abstract

The most effective products and services are those that are not only useful and usable, but which also connect with users at an emotional level. The start point for creating engaging products and services is to have an in depth understanding of people. As well as knowing their practical needs, we need to understand their values and lifestyles, their hopes, their fears, their dreams. This presentation describes a framework – the 4 Pleasures – which can be used to gain a holistic understanding of people.

Physio-pleasure: to do with the body and the senses; Psycho-pleasure: to do with thoughts and the mind; Socio-pleasure: to do with relationships; Ideo-pleasure: to do with values.

The lecture will be illustrated with many well-known examples showcasing products that have succeeded by connecting with one or more of these areas. The examples will come from a wide range of domains including consumer products, automotive, computers and IT, personal care and food and beverage. However, there will be a particular emphasis on the areas of inclusive design and healthcare and examples from these areas will be given throughout.

Patrick W. Jordan is a psychologist who has worked with designers for many years. He acts as a strategic consultant to many of the world’s leading brands as well as to the UK and US governments. Currently he is also working as an advisor to the National Health Service. He is co-founder of Include, Europe’s leading inclusive design event.