World Usability Day 2006 in Curitiba

Instructions

1) Download viewer from http://www.ip.tv/download/  (Portuguese, English and Spanish instructions)

2) Install and Run the program, then enter:

-Server number: 200.140.196.162

-Channel: fiep

Abstract

Products and services should bring pleasure to those who use them and profit to those who create them. To do this effectively they must connect with the consumer in a compelling manner. Effective innovation means designing products that meet both our practical and emotional needs. It speaks to our personalities and values - our hopes, fears, dreams and aspirations.

If we are to connect fully with consumers then we have to fully understand them. Having a holistic and multi-dimensional understanding of people is the key to designing the products and services that people will want to buy and that they will find useful and enjoyable.

This presentation outlines a framework for understanding people holistically. It is called ‘The Four Pleasures'.

This framework has been applied to the design and marketing of many of the world's most successful products and services across all market types and sectors. It is used by many of the world's leading brands including: Microsoft, Starbucks, Ford, Nokia, Gillette and Proctor and Gamble.

The ‘four pleasures' divides human experience and motivation into the following four areas.

Physio-Pleasure: This is to do with the body - pleasures derived from the senses. In the context of products physio-pleasure would cover, for example, tactile and olfactory properties as well as ergonomic issues.

Socio-Pleasure: This is the enjoyment derived from relationships with others. Products and services may help to enhance or facilitate particular social situations and may confer social or cultural status on the user.

Psycho-Pleasure: This type of pleasure refers to people's cognitive and emotional reactions - including their reactions to the products and services that they use.

Ideo-Pleasure: This concerns people's values. It is important that the values embodied in products and services are consistent with the values of those for whom they have been designed.

The presentation will be illustrated with many examples of products and services that have been designed using this framework. These have proved to be extremely successful commercially as well as a huge hit with users. By understanding people holistically and designing to meet their needs we can create products and services which will have a significant and positive affect on both individuals and society as a whole. They will be a joy to use and will bring success to those who manufacture and supply them.

Professor Patrick W. Jordan is an international brand, design and marketing consultant, author and professional speaker. His methods and ideas have influenced the design of many of the products that we find in our homes, cities and workplaces. Pat is Owner and CEO of the Contemporary Trends Institute [CTI], an international trends and branding consultancy. Clients of CTI include multinational companies from many different industry sectors, including: aerospace, consumer goods, computers and IT, consumer electronics, medical, telecommunications, food and beverage, leisure and retail.Recent clients include: Starbucks, Gillette, Microsoft, Proctor and Gamble, Unilever, Nokia, Samsung, Philips Electronics, Masterfoods, Rexam [the world's largest packaging company] and the US and UK governments. 

Pat is a former Vice-President of Symbian, where he was also head of design. Symbian is the world's largest mobile-communications consortium, jointly owned by Motorola, Samsung, Nokia, Psion, Ericsson, Sony and Panasonic. In addition, Symbian also licenses to Kenwood, Philips, Sanyo and Siemans. Prior to that he was Head of the Trends and Identity Group within the Domestic Appliances and Personal Care divisions of Philips, Europe's largest electronics company.

Dr. Jordan has been invited to lecture at conferences and seminars all over the world. He has over 100 publications in peer-reviewed journals, books and conference proceedings. He has written or edited 6 books, all of which have reached # 1 in the Amazon.com category bestsellers lists. His books include Designing Pleasurable Products (Taylor and Francis 2000) which has become a standard design and marketing text within both industry and academia and the bestseller How to Make Brilliant Stuff that People Love and Make Big Money Out of It (Wylie 2002).Pat has a visiting lectureship at London College of Fashion and Central St Martin's College of Art and Design. He is also a guest lecturer at numerous universities in many different countries.  Pat is on the advisory board of Delft University where he reviews and advises on the university's design research agenda and is a non-executive director of Sense Worldwide a leading international trends bureau.

Pat is head of the Trends and Strategy section of the Industrial Designers Society of America. He is featured in Marquis Who's Who in the World and The Dictionary of International Biography. He has also held the Nierenberg Chair at Carnegie-Mellon University, the most prestigious appointment in US design education. At 33 years of age he was the youngest ever holder of this prestigious chair. Dr Jordan acts as a consultant to many of the world's most successful brands and has advised the US and UK governments on public policy issues. He has won numerous professional awards for design and related activities. Pat was the first ever Chair of Design and Marketing at the University of Leeds, where he carried out and published groundbreaking work on the design and marketing of cars and on designing for people with disabilities.

Pat's areas of expertise are primarily in marketing, design, branding and innovation. Professor Jordan is one of the world's most highly sought after speakers in these areas.

We would like to thank UNINDUS, FIEP, CITS, Rede Bourbon de Hotéis, Idealiza Eventos and Interfácil who are sponsoring this event.