Mdm Chua, 43, a housewife living in 3 room flat in Sembawang with her family. Her family consists of her husband and 2 sons in their teens, 16 and 18 respectively. She lives a rather comfortable life; her taxi driver husband is able to cope with their living expenses.

She used to hold a clerical position before the birth of her sons. She decided to dedicate whole heartily in her sons welfare during their childhood period which leads to her resignation. During this period, her life revolves around her sons and completely cut off her ties with the social world. By the time her sons got into secondary school, she felt that its time for her to rejoin the society. Due to the gap in between, she realized that she could no longer find a job she used to have. She do not posses the skills needed for the current job market, one of the most problematic area is her handicapped in using current commonly used IT solutions, e.g. Office, use of internet. After countless failure attempts, she decided to give up in finding a job.

Her kids have grown independent enough to plan activity for themselves. Her husband spends most of his time working due to current economy. She often found herself pretty lonely in the weekday’s afternoon. She feels that he loneliness is for her to bear, and should not be known to her family members as there have their own share of problem. Due to a certain event, she gets to know a group of housewife living around her district.

She is encouraged to find activity for herself by this group of housewife. Together with them, Mdm Chua started take up classes ranging from cooking to dancing held by the local community centre.

They do organize trips and gathering very often. There will always be a fixed event organizer for the above events. Mdm Chua is used to being a passive participant in the group events. She will be contacted through phone if there are any events coming up. These events will have a fixed meeting place and time therefore as a participant, one only need to remember the correct date these events are held. Without much important information to occupy her thoughts lately, she do not feel there is a need to remember the days of these events are held. Even if she was to forget the details, the topic will most probably be brought up in their casual conversation during their daily CC activity.

She is a very friendly lady who likes good company; therefore she blends into the group quiet well. Unless she has urgent issue to settle, she will be attending most of the events. Whoever is attending is not so much an issue to her, she maintains quite a good relationship with her neighbors around the district. She knows she will gain good experience from all the events.

Target User Profile:

Peter Tan, 58, is a businessman. His family consists of his wife and son. They lived in a semi-detach terrance in the west. During his free time, he likes to organize tour for his family. He will ensure that he will bring his family for a trip at least once a year. He loves to bring his family out for dinner during weekends. He feels good able to pamper and provide his family good living.

He owns a software company. It’s a family business thus both his wife and son work under him. He planned to pass on the company to his son once he retired. He is in charge of promoting and sales of his products. Occasionally he has to attend to some customer complains. He has a secretary to keep track of all his schedules. His client ranges from SMEs to MNCs.

He tries to jog 3 times a week but often unable make it due to business commitment. He has a pair of reading glasses with him at all times; it is difficult for him to read anything in close range. He will appear formal in most occasion, polo-T and pant during casual activity. He believes in saving for the rainy day; thus he does not spend a lot when buying items for himself.

Physio- pleasure

·        Tries to jog 3 times a week for fitness sake. (Need pleasure)

·        Enjoy good dinner over the weekend. (Appreciation need)

Socio-pleasure

·        He needs to feel that his taking care of his family well, family is important to him. (Need pleasure)

·        He appreciates recognition from his employee and client. (Appreciation need)

Psycho-pleasure

·        He is the sort that will devote all his free time in his family; he will feel happy when his family is happy. (Need Pleasure)

·        He feels a sense of achievement able to crave a pleasurable holiday trip for his family. (Appreciation Need)

Ideo-pleasure

·        He feels that he has to portray a dependable image in front of his employee, family and client. (Need Pleasure)

·        He is a traditional man focus on society rather than self. If the society benefit so will he. (Appreciation Need)

Handphone specification

Physical Appearance.

• Light weight.
• Large Numpad
• Large Display screen
• Reputable brand
• Sleek Design
• Colour – Black, grey ,white, dull colours

Functionality

• Durable
• Wifi
• Blue tooth w/o ear piece
• Schedule management functionality
• Good Phone book management system
• Comes with a car charger.
• Long operating time. Long Battery life.
• Dependable in terms of seeking reception
• Camera. 2M pixel

Visceral Design

This mouse is used to illustrate visceral design due to its trendy look. Symmetric design, used of color and pattern to spice up the appearance make it stand out among competitor. It is slimmer than most wireless mouse and includes a compartment to keep the receiver. Other than appearance advantage, it does not posses any superior functionality compared to other similar product in the market.

Behavioral Design

Logitech G7 Laser Cordless Mouse

Although larger than most wireless mouse, it comes with some neat features. In terms of precision and performance, this mouse is one of the best in the market. Features like polytetrafluoroethylene feet and DryGrip technology, enhance user’s usage experience.

Reflective Design

MX Air Rechargeable Cordless Air Mouse

http://www.logitech.com/index.cfm/mice_pointers/mice/devices/3443&cl=sg,en

It uniqueness not only lays in its design, also in its usage. It allows navigation to be done not only on the desk, but in the air. It is the unique usage that enhances the reflective value of the design.

Reflections:

I believe all of the 3 attribute of emotions can be found in the above designs but based on my perception, I choose to categorized the above based the most prominent attribute each product display. User experiences of a product affect the perception of attribute of emotion of a product. Eg. For The G7 Laser mouse, if a user did not manage to find out more or get to use the product, it might not be seen as a more performance-wise product.