Strategies for Aesthetic Consistency and Continuity

Strategies for Aesthetic Consistency and Continuity

By Sarang S Ganoo Industrial and Strategic Design | Department of Design School of Art, Design and Architecture Aalto University Supervised by Prof.Peter McGrory

Lead us from Untruth to truth, from Darkness to Light, from Death to Immortality.

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Contents

6 Abstract

19 Chapter 1: Inspiration 21 2. Kikkoman Soy Sauce Bottle

9

1. Brief Thesis outline

21

2.1 Kikkoman bottle

10

1.1 Background

23

2.2 Kenji Ekuan’s philosophy

11

1.2 Endurance

23

2.2.1 Aesthetics of Japanese lunch box

12

1.2.1 Existing strategies for making long-

23

The aesthetics of lunch box has ten main

lasting products

principles

13

1.2.2 Obsolescence

26

2.3 Aesthetics of Soy Sauce + bottle

14

1.3 Aesthetics

27

2.3.1 Aesthetics of Soy Sauce

16

1.4 Scope

29

2.3.2 Aesthetics of soy sauce bottle

16

1.5 Methodology and Objectives

34 Conclusion

17

1.6 Choices for the case study

37 3 Muji CD player

brand

37

3.1. Background of Muji

63

4.5.1 Focus on Sustainability

38

3.1.1 Philosophy/vision of MUJI

63

4.5.2 Systemic thinking

39

3.1.2 Communication of Muji’s vision

64

4.5.3 Promoting Reuse

through products and stores

65

4.5.4 Economical benefits of the use of

44

44

3.2 The Muji vision communicated

through Audio Series

consistency

3.2.1 Designer’s philosophy aligning with Business philosophy

47

Strategies for aesthetic continuity and 65

4.5.5 General benefits and disadvantages for business

66 Conclusion

3.3.1 Communication of Muji’s vision to the society

49 Conclusion

69 5. Apple and iPad

51 4. Vitsoe 606 shelving system: 51

4.1. Vitsoe the company

52

4.2. The philosophy of the Vitsoe: Live

better, with less that lasts Longer 52

69

5.1 History of Apple computers

69

5.1.2 Basic philosophy behind Apple

Computers 70

5.2 Philosophies dictating design

approaches

4.3 Manifestation of Vitsoe Ethos in 606

70

5.2.1 Snow White’s consistent approach

shelving system

71

5.2.2 Consistency in look and feel of

52

4.3.1 Design as part of larger system

55

4.3.2 The orderliness and proportion

57

4.3.3 Evolution of the Shelves

59

4.4. Manifestation of ethos of Vitsoe in

73

service 60

4.4.1 The three steps to place an order

62

4.4.2 Behavioural understanding of

Consuming Less 62

Behavioural Design in the Service

63

4.5. Manifestation of ethos of Vitsoe in a

Snow white 5.2.3 A consistency through a new design language 77

5.2.4 Mobile Computing | Digital Age

78

5.2.5 The philosophy of less style, more

humanity 78

5.3 Technological influences on Apple products over time

79

5.3.1 Evolution of products to create

platforms

85

5.3.2 iPad

118 7.2 Functional Aesthetics

88

5.4 Service and System

118 7.3.1 Key observations

91 Conclusion:

118 7.3.2 Actionable Insight 119 7.3.3 Idea

93 6. Strategy for Aesthetic

consistency and continuity 95 6.1 Design as part of a large system 97 6.2 Unifying Elements 99 6.3 Functional Aesthetics 101 6.4 Multiplicity 103 6.5 Adaptability

126 7.3.4 Benefits for the customers

105 Chapter 2: Exploration 107 7. Strategic Ideas for ‘Aesthetic

Consistencies and Continuity’

132 7.5 Adaptability

128 7.4 Multiplicity 128 7.4.1 Key observation: 128 7.4.2 Actionable insight: 128 7.4.3 Idea 129 7.4.4 Benefits for the customers 130 7.4.5 Proposal for further investigation

132 7.5.1 Observation: 132 7.5.2 Actionable insight 132 7.5.3 Idea

110 7.1 Design as part of a large system

134 7.5.4 Benefits for Users 134 7.3.5 Proposal for further investigation

110 7.1.1 Key observation 111

7.1.2 Actionable Insight

137 8. Conclusion

111

7.1.3 Idea

137 Thesis objective

112 7.1.4 Benefits for the customers

137 Review of methodology 138 Research Findings 139 Research result assessment

114 7.2 Unifying elements

145 Discussion

110 7.1.1 Key observation

147 Works Cited

116 7.2.4 Benefits for the users

149 Appendix 1 153 Appendix 2:

vi

vii

Abstract

One of the most important aspects

However, very few strategies actually

of longevity in design is how a designed

focus on consistent and continuous look

object (Physical and non-physical) looks,

and feel of their product, and familiar

feels and how it interacts with the

interactivity, an use experience, as

user over a period of time. Rationale

means of enduring the life of a product

of aesthetics in a designed object

or product family. The latter part of the

strips down to the essential elements

thesis work explored through case studies

of an object form, colour, material

of four different products that seem to

and construction. Businesses who

have established a certain consistency

strategically take advantage of design

and continuity in their aesthetics

more tend to have a higher degree of

over a prolonged period of time. The

consistency and continuity in their

objective of this thesis was to find out

aesthetics and they sustainably benefit

if a certain degree of consistency and

from it.

continuity could prove to be strategically

Existing strategies which outline

significant. The knowledge gained

different physical aspects of the long

through these case studies was distilled

lastingness in products take aesthetics

into a five point framework which

as one of the elements influencing long

summarises the research results.

lastingness.

6

The exploration part was an essential step in testing utility of the designed framework. The five point framework was used in creating strategic concepts of a consumer electronic device (tablet) for small-medium scale grocery retailers.

Design solutions recommended in the work could not be verified because of the time constrain.

To limit the scope of the thesis, branding and communication aspects which include advertisements, video, web, and mobile application communications were excluded from the thesis. Similarly, retail channels, store designs were kept out of the scope of this thesis work.

7

Background Research

Chapter 1 | Inspiration Case studies Four questions

Kikkoman Soy Sauce Bottle

Muji and CD player

Vitsoe 606 shelving system

Aesthetic Consistency and Continuity Framework

Chapter 2 | Exploration Ideas for tablet computer

Figure 1

8

Apple and iPad

1. Brief Thesis outline

After describing the studies on

summarised in key statements. This can

strategies for longevity and aesthetics in

be called as a framework for ‘Aesthetic

the background, four key steps through

consistency and continuity’.

which case studies have been carried

In the exploration chapter two, the

out were defined. The entire thesis was

framework of ‘Aesthetic consistency

outlined in two major chapters. The first

and continuity’ was applied to create

chapter is the inspiration chapter and

strategic ideas for touch device for

second is exploration.

Indian market. For the purpose of this

The inspiration chapter one includes

exploration study, a quantitative research

four different case studies of products.

was conducted using a strategic tool

The aim of this inspiration chapter was

from designaffairs GmbH which helped

to generate a cohesive understanding of

defining key elements in the tablet

strategic merits of aesthetic consistency

computer category which influence

in look and feel of the product and the

the holistic user experience of it. After

continuity in interactive behaviour in

identifying these key elements, design

products. These case studies were carried

suggestions were developed according to

through the four steps which were

the relevance of the framework.

defined in the background research. The result of the inspiration chapter was

The inspiration chapter is a comprehensive study of the chosen

9

product/businesses while the exploration

attachment (Chapman, 2009) and

chapter is a brief design exercise

aesthetic decisions implying longevity

meant to be open ended and not a

of products. There are also challenges

comprehensive design solution for

in business practices regarding long

‘Re-designing Tablet Devices for Indian

lastingness of products which cover

market’.

micro and macro level sub-topics. These are related to marketing, financing and

1.1 Background

making profit from such long-lasting

The topic of long lastingness of

products to name a few. The aesthetics of

products, their life cycle, state of

product is one of the key elements in the

industrial society, finite resources and

life cycle of any mass produced object

ever growing consumerism have been

which as a designer I am very much

discussed and debated for long time.

interested in.

My interest, however, lies in the topic

Traditionally the topic of aesthetics

of longevity of mass produced products.

has been dealt with a conservative mind

The longevity of products has many

seeing it as just a styling and shaping

dimensions. The sub-topics of long

exercise. Otl Aicher articulates, “If a

lastingness in product, range from a

business develops a product or can offer

macro level to micro level. As public

a service, in the end a designer is called

policies, law and regulations regarding

in to make the thing look more beautiful.

product lifecycle pose an important

But any business which is design

challenge at macro level; micro level

conscious and is aware that design is

challenges include designing for

more than just making things beautiful,

longevity, materials and process, reuse

and at the same time also is aware that

and use of products. Moreover, they also

its own design is an element in general

include designing for physical durability

design development, profits from it.” (The

through materials and technology as well

world as design, 1991, p. 150). Hence

1

as emotional durability through product

to learn from existing products and companies who are design conscious, this

10

1. Users feel strong emotional connection with the product due to the information it contains, service it provides and meaning it conveys.

2.Endurance:

thesis work examines the consistency and

that we are creating. Unsustainable

continuity in its aesthetics over a period

patterns across industrialized world are

of time and its merits and de-merits in

creating throwaway culture which has

existing products. The term ‘Aesthetic

to be challenged (Cooper, 2010) . To

consistency and continuity’ in this thesis

challenge this throwaway culture, one of

has been used in a broader sense . The

many ways is to make products durable.

3. Longevity:

term comprises of the strategic approach

The endurance of the product depends

duration of service.

of integration visual appearace, sensory

largely on how durable the product is.

feeling and interactive behaviour of

Product Durability is ability of product

designed artefact in the business at

to perform its required function over a

product and its experience level.

lengthy period under normal conditions

To understand the relevance of the

of use without excessive expenditure on

topic, briefly current strategies dealing

maintenance or repair (Cooper, 2010).

with endurance2, longevity3 were

People across the world are consuming

examined. Similarly existing literature

more and more products. They are

about aesthetics4 was also examined.

acquiring newer products discarding

Through this understanding of the topic

their old ones at an everlasting pace.

set of questions were created. These

The industries which make these

set of questions were then used to

products demand an excessive fast

study each product which was chosen

throughput of resources and energy

as a case study. This is done using

and hence their consumption patterns

an iterative process of studying these

are widely considered un-sustainable.

specific products for an evidence of

People buy more products hence more

any consistency and continuity in their

products are produced and Vice-versa.

aesthetics.

The ever growing consumer demand

the capacity of something to last or to withstand wear and tear (Oxfod Dictionary)

4. In this thesis, Aesthetics always refers to product’s looks (visual appearance), feels (sensory feeling) and behaviour (interactive behaviour).

pushes industries to produce at an ever

1.2 Endurance The world is getting more aware of the environmental impact of the products

growing speed. This badly affects natural resources and environment, creating a throwaway culture.

11

There are two major persistent views which need to be considered while judging the impact of the existing

1. Design for reliability and robustness: ‘Design for reliability and robustness’

solutions on aesthetics of product.

as name suggests, products have to be

First view focuses on the reduction in

designed to be reliable and robust to

the use of finite natural resources and

avoid malfunctioning at the time of use.

hence increasing products life span.

The second view deals with planned

2. Design for repair and maintenance:

obsolescence. It used to be argued

Similarly, products have to be easy

in the past, the planned obsolesce is

to repair and maintain over time. While

the key to growth for a country; it is

designing these products, repair and

an engine of technological progress

maintenance have to be kept in mind for

(FISHMAN, GANDAL, & SHY, 1993). It

better life span of the products.

avoids economic recession and advances a country technologically (Cooper, 2010,

3. Design for upgradeability:

p. 55).

This deals with the upgrade of the same products through replacing

1.2.1 Existing strategies for making

components of a product to keep it

long-lasting products

performing the desired function in

There are various existing strategies

a much better manner. This leads to

and papers which outline the physical

longer use of the product as well as an

attributes of the long lasting products.

increased attachment of product with

Nicole van Nes (2009, p. 123) outlines

the user.

the strategies for longevity.

This set of design strategies which

4. Design for product attachment:

were developed by Nicole van Nes with a

This deals with the emotional bond

collaboration with a design agency STIO Industrial Design are

12

between the user and the product.

5. Design for variability

better or not. In perticular whether

Option for ‘Variability’ is also an

it influences the way it interacts and

important strategy which focuses on

behaves as well as the way it feels and

rearrangement of the components of

looks to the user.

Technology

products in such a way that creates a new interest in the product. Nicole van Nes (2009) gives an appropriate example

1.2.2 Obsolescence: An article ‘Re-evaluating obsolescence

of a furniture pieces rearranged in a

and planning for it’ by Brian Burns

room to look new.

(2009) explains about four ways by

Except ‘Design for product attachment’, remaining strategies are mainly developed to help product design

which products become obsolete. ‘Social, Technological, Economic and Aesthetic’.

Social mode of obsolescence mainly

teams while designing objects. The

deals with fads and social response of

focus of these strategies is to underline

people to a certain event over a long

the physical attributes which influence

period of time. So a product becomes

the long lastingness of the product.

obsolete when the social relevance of

Though these strategies are just a set of

that product fades away.

guidelines, for purpose of case studies in

Technological obsolescence can be

the thesis, these are highlighted wherever

seen everywhere in electronic products

they are applicable to the case study.

primarily because of the availability of

Design for upgradability, variability,

the newest technology in shorter period

repair and maintenance can be traced

of time. This forces users to discard their

in a single product over generations by

working gadgets to buy new ones.

analysing the influence of technology

Economical obsolescence occurs

on the product. The influence of

mainly when repair, maintenance, reuse

technology over time is traced in the

or upgrade is too costly to be justified by

case studies to find out if an innovation

the manufacturer or the user. This is a

in manufacturing technology or a certain

very typical example in some electronic

advanced component makes the product

gadgets for which many times repair cost

13

of the device becomes much higher than

p. 150). Product gestalt comprising of

to buy a latest new gadget for the same

product itself associated with services

price.

and systems has to be looked in detail.

Aesthetic obsolescence occurs when

Hence to understand the strategic

a product aesthetically gets worn out.

relevance of aesthetics in case studies, an

For example people do not want their

influence of the non-product factors are

cars to have scratches while purchasing.

analysed in each case study.

Scratches on the car show the ware and tare of the car. Even after purchasing, people tend to clean the exteriors to

1.3 Aesthetics Aesthetics are said to be a set of

make it look new and shiny. Clothing is

principles concerned with the nature

an example where useful product many

and appreciation of beauty (Oxford). In

times gets discarded because of its old

the realm of design, most of the time

fashion look. What is ‘In fashion’ will go

aesthetics are reduced to the notion of

‘Out of fashion’ sooner or later. Fashion

styling in the definition of ‘envelope’

is a temporary mode of appearance.

or ‘casing’ (Walker, 1997). Our current

The aesthetic obsolescence depends

consumption patterns are putting lot

on ‘fashion and style’. Style here is to

of pressure on finite resources and are

suggest form or appearance.

responsible for damaging consequences

The aesthetic obsolescence is an

on human wellbeing and society. The

important factor in considering the key

material pollution as well as the visual

elements of aesthetic consistency and

pollution around us is increasing day by

continuity. In today’s world, aesthetics

day (Rams, 2011). Everything interacts

can not be looked at in an isolation if

and depends on everything. Dieter Rams

we have to understand the aesthetic

argues that we must think what we are

obsolescence in totality. “Design is a

doing, why we are doing it and how we

drafting principle, its demands, criteria

are doing it. (Rams, Design by Vitsoe,

and method determines the product as

1976) If we have to create products

a whole, not just its surface” (Otl, 1991,

which contribute to human wellbeing

14

Service

and the society, we must create products that have better meanings. We must

Overbeeke, 2010) .

Hence design conscious businesses

5. Philosophy is the study of the fundamental

look in to the intentions of the products

create meaning through a consistent

nature of existence,

and their aesthetic definitions. We must

manifestation of a philosophy. ‘Design

knowledge and

consider these intentions with respect

is company philosophy5 made concrete.’

to our essential human values and our

(Otl, 1991, p. 154). It views company

contributes to the

enduring search for meaning (Stuart,

not as a capital, investment but through

attributes of the

2001, p. 31).

its products and services. When this

Every artefact that exists has to

of a business, it

business.

philosophy is applied to the products,

have a shape. Hence the meaning of

both an image which constitutes of

the product has to manifest through a

visual appearance and sensory feeling

shape. Shape of the product is not merely

of the product and an attitude which

the envelope or casing, it is much more

constituting interactive behaviour,

than just an external appearance, and

emerge. Designer with the business

it is a picture of the whole. The shape

management of an enterprise/company/

is the outline, picture of the product. It

business could create this platform which

is also the dimension of time, gesture,

could make an enterprise successful.

manner and behaviour (Otl, 1991, p. 152).

ethics. In terms

Shape

In the inspiration chapter, the

Henceforth, the shape of the product

aim is to identify any continuity and

is directly related to the look and feel

consistency in aesthetics of chosen

of the product as well as its interactive

products. It becomes quite important

behaviour. Beauty in interaction is an

to identify the evidence of a philosophy

experiential quality and is social given.

behind the product first, which then can

It is not just a quality of an object. It

be traced back to the defined product.

is the way an object speaks to us, calls

Similarly, to gain in-depth knowledge,

us, affords us, puts us into contact with

it is also important to trace if the same

others, is meaningful to us, and shares

philosophy becomes part of the service -

its inner horizon with us (Hummels &

system which supports the product itself.

Philosophy

15

1.4 Scope Scope of finding consistency and

1. Kikkoman Soy sauce bottle 2. Muji and CD player

continuity in aesthetics is too wide

3. Vitsoe ‘606 shelving system’

considering every creation of product/

4. Apple and iPad

service in a business involves consistency

To follow a certain pattern in

in look and feel and continuity in the

the analysis of the case study, the

interactive behaviour. To limit the scope

background research is used to determine

of the study and thesis, only few aspects

certain important steps which could be

of this creation are included. This thesis

investigated while doing the case study.

work focuses on only products, their

To determine the existence of

visual and interactive behaviour over

aesthetic consistency in look and feel of

a period of time, services related to

the product and continuity in interactive

the product and the brand experience

behaviour it is important to

to some extent in determining their interactive behaviour.

This thesis excludes the

1. Identify the underlying philosophy of the product.

Philosophy

communication of the brand and product including the design of store explicitly or

2. Trace the manifestation of the

channels of sales, visual communication

underlying philosophy in Aesthetics of

which includes advertising in print media,

the product.

Shape

video advertising as well as web based communication.

3. Map the influence of technology on a product in question over a period of

1.5 Methodology and Objectives

Technology

time.

Following cases are chosen for the analysis. The reason for the chosen case

4. Trace other aspects than the

studies is written in 1.6 Choices of case

product which form an essential

study.

component in the experience of the product.

16

Service

By understanding these key aspects, a criteria or a framework is created to apply it in practice. The exploration

The secondary key factors involved in the decision for choosing products were 1. Availability of data about the

through a case study on touch devices

product itself as well as the designer who

in India is used to apply the created

has designed that product.

framework in practice.

Hence the objective of this thesis work

2. Availability of the data about the company/business and its founding

is to identify and illustrate if a certain

principles stated by company itself or by

degree of consistency in look and feel

relevant text.

and continuity in interactive behaviour

Based on these, products were chosen

in chosen products, over a prolonged

to study for inspiration chapter. In

period of time, is strategically significant.

introduction chapter of each case study,

By trying to distil the results in a set

the detailed reasoning for choosing the

of strategic principles, these strategies

case study is given.

focus on enduring life of the product or product family through consistency and continuity in product aesthetics.

The sub-objective of this thesis is to quickly illustrate each principle in form of concepts. This is done by taking a hypothetical case study for the ‘Tablet device aimed at Indian market’.

1.6 Choices for the case study: The main key factor when choosing the products for case study was the long lastingness of the product. The chosen products should have stayed in the market for long time.

17

18

Chapter 1: Inspiration

19

Kikkoman Soy Sauce bottle was chosen for two reasons: 1. It has been in production since 1961 and has not changed. It is an example of a product which endures time.

2. The philosophy of designer influencing design of the bottle is evident.

Figure 2

20

2. Kikkoman Soy Sauce Bottle

2.1 Kikkoman bottle: Kikkoman bottle was conceived in 1961 by Kenji Ekuan. ‘Design is a source of life enhancement’ is a belief that

spilling of soy sauce and transparent glass were the innovations implemented in this design.

After the success of the bottle,

Japanese designer Kenji Ekuan has. This

Kikkoman again asked Kenji Ekuan to

150ml curved shape bottle is still in

design another soy sauce bottle for the

production for more than 50 years. Its

company which he refused to do it. Kenji

unobtrusive curved silhouette, lettering

Ekuan thought that the current bottle is

and placement of logo give it a simple,

so much better in all aspects and hence

elegant and hence timeless appeal

there is hardly any need to design just

(Kikkoman). It is notable that this bottle

another bottle without any purpose.

design took more three years and 100

Kenji Ekuan believed that there has to be

prototypes for the design team to finalise

always a reason or motivation and set

their design. Its plastic cap which avoids

of conditions to give birth to anything.

21

Figure 3 | Aesthetics of Japanese Lunchbox by Kenji Ekuan

In today’s products Kenji Ekuan thinks

philosophy. Kenji Ekuan elaborates on

that very few have implicit or expressed

how a Japanese lunchbox expresses the

conditions of production shown through

aesthetics of the objects designed in

desired motivation and reason. (Ekuan,

Japan in his book called ‘Aesthetics of

1980, pp. 1-2)

Japanese lunchbox’. This book implicitly

For having a deeper understanding of the philosophy with which designer

expressed his design philosophy using a metaphor of Japanese Lunchbox.

Kenji Ekuan works and believes, it is important to first understand his design

22

Philosophy

Shape

Technology

Service

2.2 Kenji Ekuan’s philosophy :

philosophies through examples. These

Kenji Ekuan has over the years

approaches described in the book are

developed his philosophical approach

applicable beyond Japanese design too.

towards design. He says: “Designer

Hence Kenji Ekuan, in this book, puts

should be like a farmer. For more than

a fundamental framework of Japanese

2000 years farmers made rice. They never

design expressed through a metaphoric

stopped.” Kenji’s comparison of farmer

example of a lunch box.

and designer is to point out the quality such as patience and discipline in the

2.2.1 Aesthetics of Japanese lunch

profession of farming which he feels that

box:

every designer need to possess. Dieter

The aesthetics of lunch box has ten main

Rams also expresses concern regarding

principles.

the physical surrounding affecting psychological functions. Kenji Ekuan

Beauty of form:

says, “People treat material things like a

Drive to make stylishness and beauty a

slave. Sooner or later we will consume everything. We need to treat material

primary function.

The beauty of the meal arranged

Refer to ‘ Functional Aesthetics’

things higher than before. Small must be

in the lunch box just does not stop at

powerful. Small must be effective.” He

being healthy. The meal itself embodies

also talks about the quality of patience.

the nutritional value combining food

“Traditionally people had patience. Now

from land, sea and mountains; giving a

they have too many material things.

balanced flavour as well as healthy value.

Just one bite and throw away.” (Ekuan,

But as Kenji Ekuan explains it is hard

Designer people)

to define ‘beauty’. Kenji Ekuan explains,

(Ekuan, Designer

by first establishing the logic and the

people) refer to the

Kenji Ekuan convincingly develops a range of different philosophies

function of any creation one can then

expressed through the Japanese lunch

strive towards beauty as a function of

box or makunouchi bento. Then Kenji

need. (Ekuan, 1980, pp. 10-11)

video

Ekuan shows the relevance of those

23

Functional multiplicity:

Prototype:

Belief in “the more function the

An exacting model promoting sound

better.”

The lunchbox has elements from sea,

fabrication and generating ideas for use.

Prototype essentially means a typical

earth and mountains. Depending on each

and standard example. Stronger the

season, the elements change. So does the

formal prototype becomes, it broader

arrangement of it inside the lunch box.

it’s potential variability. In lunchbox,

The complexity of these elements inside

the square structure is so strong that it

the lunch box is better expressed in the

almost looks unchangeable. This strong

simplistic form of it while remaining

structure incorporates the not so formal

complex at nature. Similarly, the

arrangement of the food inside. The

significance in the relationship between

arrangements of the food inside, makes

function and beauty is expressed in

it favourable for the receptor of the

lunchbox by the relationship of the use

lunchbox. (Ekuan, 1980, pp. 39-39)

Refer to ‘6.4 Multiplicity’

of the elements inside the lunchbox.

(Ekuan, 1980, pp. 21-22)

Unification in Diversity: A sense of order ensuring maximal

Equipment exciting creativity: Popular appeal yielding the broadest

inclusion and effective arrangement.

When large number of elements

possible application of an object and its

interact with each other, balance alone

creative uses.

is not enough. In the Lunchbox, the

The lunchbox has a confined space of

entities which are somewhat related in

the box and four different sections under

essence are always packaged together.

it. Once the limited space is defined, the

The approach of putting different

arrangement of the ingredients inside

elements with same essence together

this confined space, giving a world view

has dynamism in it. This is the key to

through these ingredients become an

the lunchbox aesthetics. Things which

intensely condensed expression. (Ekuan,

have some sort of link go well together.

1980, pp. 31-32)

This ensures the maximal inclusion and

24

Philosophy

Shape

Technology

Refer to ‘6.2 Unifying elements’

Service

effective arrangement. (Ekuan, 1980, pp.

merely arranging elements according to

44-45)

a function in a set can never result in a

All inclusive enhancements:

distinctive flavour or atmosphere. Such set

Plurality in each element vividly

of functions should be re-arranged in the

brought to life.

form of a pack. (Ekuan, 1980, pp. 59-60)

All ingredients inside the lunchbox are vibrant. There is no hierarchy. All

Ultimate adaptability

ingredients are of the same importance.

Meeting needs in terms of time, quality

The fact that there is nothing dull about any ingredient makes the lunchbox

and quantity.

The only structure present in the Lunch

unique to look at and hence the first

box is the four compartment structure.

impression is favourable.

The rest is adapted to the seasonal

The food in the lunchbox is carefully

Refer to ‘6.5 Adaptability’

changes and flavours. As in Japan, the

cut up, making it easy to pick up using

lunchbox meal is consumed with eyes

chopsticks and easy to fit in to the

and then put in to mouth; it represents

mouth. Small pieces of the different food

the ultimate adaptation of the lunch with

are easy to organize too. This nature of

the changing needs of time, quality and

inclusiveness of the lunchbox enhances

quantity. (Ekuan, 1980, pp. 67-68)

the expression and impression of the lunchbox to something more pleasurable.

Waste avoiding culture:

(Ekuan, 1980, pp. 50-51)

A sense of design consistent with environmentally sensitive lifestyle.

Profusion of enjoyment: Development capacity from which

Lunchbox, metaphorically speaking, is a tour of nature for the keen observer.

new types of enjoyment emerge.

The fish welcomes anyone who knows

The arrangement inside of the

fish or the rice welcomes people who

lunchbox rarely gives the feeling of

know rice. The design of the meal has

mass produced entity though everyday

to be consistent with the nature for the

it is consumed by millions of people. By

acknowledgment and support of the

Refer to ‘6.2 Unifying elements’

25

consumer of the lunchbox. (Ekuan, 1980,

things also have many connections

pp. 75-76)

to make one big universe. Practicality and human way should be connected

Generosity: Richness born from ultimate spirit of service. The lunchbox at the first place

together to make design.” Kenji Ekuan here speaks about the spirit of the design (Ekuan, Designer people).

was not designed by any aesthetician or

designer. It was designed by a business

The Aesthetic consistency and

person – a merchant. This merchant decided the arrangement and lifestyle

continuity in the bottle: Each principle if explored in detail will

best suited for the lunchbox. Lunchbox

be a thesis work in itself. The Focus here

had to contain food, it should be easy to

is to trace the consistency of the look

make and should have highest quality of

and feel in each of the principles. The

service. (Ekuan, 1980, pp. 85-86)

Kikkoman Soy Sauce bottle is a relevant

In any product origination, Kenji

example where all these principles act

Ekuan says “one must have skills to

together to become an enduring product

intuit the desires of the consumer. The

and experience. The Next chapter

way product will be used, or consumed,

explores these principles in detail.

as well as the range of ingredients, the technology of production, and the net cost must all enter into a comprehensive simultaneous equation.” (Ekuan, 1980) The spirituality which is originated in

2.3 Aesthetics of Soy Sauce + bottle: Soy sauce is an oriental condiment prepared using fermented soybeans and grains. Soy sauce is used to enhance

Kenji’s framework comes from a different

flavour of the food. It is now commonly

origin of believes. “In Christianity, god

found around the world but it is a

has created human beings, but in orient,

very traditional ingredient in Japanese

it is different. Man was created by

culture. In Japanese it is called ‘shoyu’.

something big like a space or universe.

The bottle holds the a soy sauce hence

Everything is interconnected. Material

it is important to understand the

26

Philosophy

Shape

Technology

Service

aesthetics of soy sauce to have a deeper

methods to prepare Soy Sauce. This

understanding of Kikkoman Soy Sauce

includes a fireplace, iron pot, wooden tub

bottle. The aesthetics of soy sauce

and so on. The knowledge of preparing

directly influences the form, colour,

the recipe has been passed down from

material and the proportions of the

generations to generations. Bacterial

bottle.

fermenting is the most important process which takes a lot of time and patience.

2.3.1 Aesthetics of Soy Sauce: Soy sauce can be used with any food

But this is the process which yields the desired fine deep colour, flavour

for the enhancement of the flavour.

and fragrance for enhancement. Hence

The fact that it is so adaptable; Kenji

contrary to the normal industrialized

Ekuan argues that it is due to its own

process where chemical agents are used

complexity. This complexity arises due to

for fermentation, in manufacturing

its colour, flavour and fragrance which

soy sauce, it is still done by traditional

are of outmost subtlety. (Ekuan, 1980, p.

methods. Kenji Ekuan compares this to

125) Though it has complex flavours at

the contemporary lifestyle where people

its core, it can be used in a very simplistic

do not have patience and time. There is

way. To enhance the flavour regardless of

a certain wisdom which is to be learnt

the type of food, it just needs a couple

from these bacteria, from their lifestyle.

of drops of Soy sauce. This principle of

(Ekuan, 1980, p. 126).

Ultimate Adaptability and functional

Adaptability’

This beauty in its preparation

multiplicity is what makes Soy Sauce a

can also relate to the last principle of

simple to use complex ingredient, where

‘Generosity - The richness born from the

for any food; soy sauce can be used to

ultimate spirit of service’. The service of

enhance its flavour.

the bacteria for making soy sauce rich is the one which represents Generosity.

Traditional Methods:

Refer to ‘6.5

Refer to ‘6.1 Design as part of a large system’

To get the exact flavour, taste and fragrance; one must use the traditional

27

“After fulfilling the functionality, which is a necessity, what more one could hope for in the design than to discover pleasure in the realm of beauty.�

Kenji Ekuan

Figure 4

28

Philosophy

Shape

Technology

Service

2.3.2 Aesthetics of soy sauce bottle: The analysis of the aesthetics of the bottle is done in two different sections.

First concentrates on look and feel of the bottle and the later explores the element of interactive engagement involved in it.

The look and feel of the bottle: The form is rooted in the Japanese tradition of dining where the soy sauce bottle rests on the table. The aesthetics of the soy sauce play an important role in the form. The complex flavour of it is balanced through the tacit behaviour of the form which is simple and elegant. The form was inspired by a water drop. Refer to figure 5. An artefact which rests on the table has a force of gravity attached to it. (Ekuan, Designer people) Kenji Ekuan says: “The gravity should be like Figure 5

a water droplet. That’s why soy sauce bottle looks like a drop of water. This is the most stable.”

(Ekuan, Designer people) Refer to the video

Refer to ‘6.3 Functional Aesthetics’

29

Refer to ‘6.3 Functional Aesthetics’

This form also represents the beauty of the function. Traditionally soy sauce was always kept in the ceramic bottles which were opaque. Kikkoman’s soy sauce bottle departed from the tradition by introducing a glass bottle to store soy sauce. Now users could see the content of the soy sauce as well as appreciate the deep colour of it. The proportions are key aspect of the design. The

Figure 6

consideration of the size was to fit in to one hand. The form ensures anxiety free use of the glass bottle.

30

Philosophy

Shape

Technology

Service

Similarly, the cap was also designed keeping the functional necessities in mind. The foremost necessity is to keep the control over the amount of the soy sauce which is being poured. This control is achieved by using the right size of hole and the cut which directs the liquid outside without unintended spilling of sauce. With the other hole blocked, user can control the amount of soy sauce by adjusting the air pressure. Bottle adapts to the user needs by an intelligent use of design. The design rooted in the use and the adaptability of it makes

Refer to ‘6.4 Multiplicity’

Figure 7

it a unique product platform. The soy sauce’s complex test which when used for flavouring, makes food delicious is

Refer to ‘6.5 Adaptability’

a very important element in the long lastingness of the design of it.

31

The colours used in the logo create a distinct foreground and background with the deep red in the background and the golden yellow used in the right proportion feels elegant. The red cap is distinct in look which help user to interact with it. The elegant use of soy sauce’s natural colour, contours, colour of the logo, and cap create a visual harmony. Refer to figure 8.

Figure 8

32

Philosophy

Shape

Technology

Service

Interactive behaviour of the bottle: The uniqueness in the interactive behaviour of the bottle with the user plays an important role in the long lastingness of the bottle. The gravity inspired shape makes a bottle stable in nature as well as easy to approach. The fact that the cap, designed in plastic, can be removed and refilled with new brewed soy sauce also adds to the enduring factor of the design. The consistency in the interactive behaviour comes from the usages of the actual product which ensures the

Refer to ‘6.5 Adaptability’

endurance of the Kikkoman soy sauce bottle.

“Ultimately, the entire bottle should give a feeling of a beautiful lady. That is the most important”, Kenji Ekuan mentions. (Ekuan, Designer people). After fulfilling the functionality, which is necessity, what more one could hope for in the design than to discover pleasure in

(Ekuan, Designer people) Refer to the video

the realm of beauty. (Ekuan, 1980, p. 13) After establishing the logical, functional identity of the bottle, it is an endeavour towards beauty as a function of need.

33

Conclusion:

It is evident that the age old use of soy sauce and its use with different food incarnates in the look and feel of the bottle.

Similarly its interactive behaviour which uses specially designed cap is deeply rooted in a culture.

The philosophy of the designer becomes important here as it shaped the ‘Kikkoman’ brand over the years. The consistency and continuity in the aesthetics of the bottle comes from carefully crafted form, colour, material and proportion of it.

After satisfying the function, pleasure is in the realm of beauty (Kenji Ekuan) Drive to make beauty as a primary function is necessary to endure time in order to make things not just beautiful but pleasurable

34

Unification in diversity (Kenji Ekuan)

A design should employ a sense

of order ensuring maximal inclusion and effective arrangement. The aesthetics of Soy Sauce unify flavours which are supported by the orderliness in the design of the bottle. Unification in diversity represents the approach of putting same

By taking away the user anxiety about

elements together which are somewhat

using the bottle, the pleasure involved in

related in the essence.

the use of the soy sauce is noticeable.

Waste avoiding, sustainable (Kenji Ekuan) Adaptability The main ingredient ‘Soy sauce’ makes

A sense of design consistent

with environmentally sensitive lifestyle

it easy to adapt to any food, Combines

is noticeable in aesthetics of soy sauce

and infuse flavour which makes it

and the bottle design with glass and

adaptable as well as multi-functional in

plastic cap.

nature. Functional Multiplicity argues

The design is rooted in its own

that the ability of a design product

environment, its Japanese culture,

extends when compiled with multiple

sensibility, sustainability.

functions.

35

Figure 9

The Muji CD player was chosen for two reasons as a case study example 1. It represents Muji’s distinctive brand character and has been in production for last 13 years.

2. The designer’s philosophical approach is widely accessible and can be compared with the available material about Muji’s brand approach.

36

3 Muji CD player

3.1. Background of Muji: Muji originated in Japan. From 1950,

‘cheap but poor quality’.

Since, consumers started neglecting

the supermarkets and manufacturers

such products; many supermarkets

were fighting over retail prices of

were faced with dwindling consumer

different consumer goods sold in

affection. Seiyu Supermarket was such

the supermarket. These consumer

supermarket. In 1980, Seiji Tsutsumi, the

goods were from kitchenware to

President of Seiyu supermarket held a

household equipment to furniture.

meeting with his friends from different

These supermarkets were neglecting

creative professions namely Ikko Tanaka,

consumer feedback and interest. Products

Kazuko Koike, Masaru Amano and Takashi

introduced by many supermarkets for

Sugimoto. Based on the idea of simplicity,

over 30 years, neglected the consumer.

in the coming months they created nine

The price war was so intense that these

household products and 31 food items.

commercial products were considered as

From 1983, Muji opened its first outlet

37

REFINEMENT

SAVE RESOURCES

INTELLECTUAL

SIMPLENESS

ECOLOGICAL

RATIONALITY

NATURAL

LOW COST

GLOBAL Figure 10 | Values of Muji communicated through Emptiness

in a high fashion district in Japan. Muji

“Mujirushi” represents the ‘no

was an answer to the profit minded

brand’ characteristics with simplicity in

consumerism which was prevalent when

packaging and manufacturing processes.

Muji was conceived and introduced.

“Ryohin” counts for the commitment for the quality of products. The essence of

3.1.1 Philosophy/vision of MUJI “Mujirushi Ryohin” was a term introduced by Ikko Tanaka one of the

the name Muji underlines the ‘No Brand’ quality. (Yangjun & Jiaojiao, 2007) Furthermore, around 1990, consumers

friends of Seiji Tsutsumi on the backdrop

in Japan were getting tired of flamboyant

of 1980 when Japanese markets were

products which advocated quality based

flooded with foreign brands. Ikko Tanaka

on exaggerated aesthetics as a basis

was an influential graphic designer and

of beauty. This trend started fading

is credited to Muji’s vision and branding

away from 1990. This led to the mass

strategy developed initially.

acclamation of the philosophy of Muji

38

Philosophy

Shape

Technology

Service

brand. The philosophy of Muji brand is

ease.

Refer to ‘6.2

to develop new and simple products at most reasonable prices, while utilising

3.1.2 Communication of Muji’s vision

the best use of materials. (Yangjun &

through products and stores

Jiaojiao, 2007, p. 94) Muji’s vision is

Kenya Hara in his ‘designing design’

communicated not just through products

book argues that the products that we

which are designed and produced but

have been surrounded by, fall in to two

to communicate its vision of simplicity

categories; exclusive products and cheap

to the society by means of advertising

products. First category of products

whenever necessary. It sells a certain

competes on distinction using innovative

lifestyle concept which is based on

materials, starling shapes and scarcity

simplicity. The emptiness being a key

raising value of the brand. Second

element in this communication, (Hara,

group focuses on cheap, as inexpensive

2007, p. 241) it exemplifies the fact that

as possible and produced in countries

the brand is open for the interpretation

with least expensive labour cost. Muji

by user. Hence the admirers of Muji’s

belongs to neither of them. Kenya Hara

philosophy have many reasons for the

says that Muji gives birth to a new

admiration. Some people might admire

sense of aesthetics from ‘simplicity’ by

Muji for ecological products while some

searching for most compatible materials,

might admire it for low cost. Ultimately

production methods and forms. Hence

it is the end user who decides what to

Muji concept is to underline basic and

interpret from the communication. As

universal nature of everyday life.

seen in the figure 10, the values of the

Unifying elements’

The word ‘Simplicity’ does not mean,

Muji communicated through Emptiness

‘not to cater to individualisation of

are rationality, simpleness, ecological,

customers’. Muji designers try to refurbish

natural, low cost, save resources,

their designs to an extent where all the

Refer to ‘6.1 Design

refinement, global, intellectual. (Hara,

concerns, dissatisfactions and worries of

as part of a large

2007, p. 243) These diverse elements

users get eliminated. Designers at Muji

unify in the concept of emptiness with

go deep in their target consumer’s life.

system’

39

Figure 11

They collect large number of photographs

active by sharing their experiences and

and derive practical designs from it.

provide ideas on Muji web page too.

This approach to design is very much

Muji develops best of the idea and pay a

evident in the products. For example

design fee to the best idea generator. This

while studying their target users in

approach of crowd sourcing the product

hostel; they designed a shampoo bottle

gives designers valuable information

which can be pressed down with a single

and insight in to people’s life. This is

finger. Designers added magnets to key

how Muji has taken advantage of the

chains so that it can be easily found

technology where it is appropriate. It is a

on the messy table. Designers changed

key aspect for the interactive experience

the note book format from 28 to 32 so

of Muji.

that people can use it as a calendar too

As the approach of Muji dictates, for

(Figure 11). Consumers are true source

the best use of material, design team at

of inspiration at Muji. They can be pro-

Muji travels across the world in search of

40

Philosophy

Shape

Technology

Service

Figure 12

the best material to fit for a product. The

translate the attitude of reducing waste

best use of material is also significant

and, quality of products in to as many

in reducing the material waste. This has

aspects of the business as possible. The

dual benefits. First range of benefits

association of the brand derives from

come from logistic and operational

products in many different ways. The

level where less material usage means

colour, finish and material display the

less cost and less money for the supply

simplistic nature of the Muji in products.

chain management. The second benefit

Harmonious forms which merge in to the

comes educating users about ‘Waste

background become silent spectator than

avoiding culture’. This strategy is hard

attention seeker is the key. Furthermore,

for competitors to copy. The quality of

series of products represent certain

the material and waste avoiding culture

aesthetic values, like television series

are the direct manifestation of the Muji

of Muji. Quality, simplistic design and

philosophy. Muji’s vision actually helps

monotone colours make television brand

Refer to ‘6.3 Functional Aesthetics’

41

Figure 13

stand out. Not just the products but their

more than 7000 products as of today.

packaging also is a reflection of these

Started from 1980, Muji today in 2012

aesthetic values. Muji’s standard look and

has over 181 stores outside Japan and

feel is driven by colours such as brown,

212 stores in Japan. Muji stores have

white, beige, black, blue and metallic

helped Muji to become a global brand

silver. Muji type face is red.

where the products extend their appeal

The colour harmony of Muji is

to international users. The store locations

followed in the store too. Ever since the

are strategically placed between high

beginning, Muji stores have maintained

fashion areas. The choice of the location

consistency in design. Carrying forward

itself acts as a strong statement.

the same line of beige colour schemes

Multiplicity’

Refer to ‘6.2 Unifying elements’

Over the years, Muji’s product

and white with red letters, Muji store

development is focused on quality and

is an experience of the world which

functionality and it has adapted itself

co-exists together. This store hosts

for the timely challenges. Rationalising

42

Refer to ‘6.4

Philosophy

Shape

Technology

Service

Naoto Fukasawa says, “Iconic objects are like products you’ve seen somewhere before, but have not. Design an iconic object that you already know, because the human body is the same everywhere.”

Figure 14

production process, in 1980 was a

ecological. (Hara, 2007, p. 235) This is a

new concept and gave tremendous

new challenge for Muji and hence Kenya

advantage to Muji in terms of lowering

Hara outlines, that Muji is now trying to

the price for products. But, simplifying

appeal to the customers who are happy

production processes does not always

with most compatible price. This change

yield lower price for best products using

in a strategy would give the benefits of

best quality materials. Also this omission

consistency of pursuing a certain kind of

of the production process is easy to

philosophy and changing it according to

copy for competitors. In current market

the need of time which is hard to copy

environment, more and more business

in short term for any other business.

are producing products with simplified

This condition highlights the agility and

production process in countries with

adaptability of the business.

lower labour cost, and selling in countries

Refer to ‘6.5 Adaptability’

(Refer to figure 14)

with labour cost. It is not ethical and

43

Figure 15

3.2 The Muji vision communicated

The slot loading CD player’s appearance

through Audio Series:

is as simple as a dictionary on a shelf.

If anyone looks at the audio products

(Yangjun & Jiaojiao, 2007, p. 241)

across the range of electronics, they will

The continuity of the simplistic

find dark, complicated products. Muji’s

principle is not only followed in the

audio series was focused on users of

products but it is also followed in their

the Audio players. The design speaks

packaging. The packaging consists of

the language that user can understand

only product related information and

very easily. Solving the right problem is

price tag. This simplistic packaging

the trick. The whole audio series consist

conserves resources reducing waste thus

of multiple products. Here, one has to

impacting positively on environment and

look at the whole series to understand

highlighting the sustainability of the

the meaning behind the design of these

Muji products.

products (Figure 15). The sealed water proof radio player is one such example.

3.2.1 Designer’s philosophy aligning

The CD player which merges in the

with Business philosophy:

background when put on the shelf with

Naoto Fukasawa has a very strong

books is another example where insights

philosophy behind what he designs. He

from people’s lives are applied aptly.

has desined the CD player showed in

44

Philosophy

Shape

Technology

Service

figure 16. He does not have a signature

Hence the example of a jigsaw puzzle is

language for design or specific elements

apt there. The vision of the simple Muji

which break his designs apart from

products which put customer at the

rest of the designers. He believes that,

centre of the design matches with the

“Aesthetic champions design that is

philosophy of Naoto Fukasawa.

harmonious with and respectful of its environment; if an object is the jigsaw piece, then it must fit perfectly with

3.3 CD player: Fitting in the context harmoniously and respectfully

the larger puzzle, the object’s natural

In 1997, when this CD player was

environment.” (Fukasawa, 2011). The

first designed, most of the computer

design placed in the context determines

and audio visual equipment looked the

its aesthetics and function. Furthermore,

same. The focus on the differentiation for

this statement has multiple layers which

the sake of differentiation and fixation

need to be understood. On a physical

of the designers to look in to the same

level, it talks about how design could

product line up always used to makes

cater to issues which are related to

new design fall in-to the same category.

sustainability such as a need to have a

(Fukasawa, Naoto Fukasawa, 2007, p.

certain harmony with nature in terms

19) Naoto Fukasawa points out that the

of materials that it uses, and the energy

problem is not that they looked the same

that it consumes through the entire

but the problem is that they did not fit

product life-cycle, inherently while

in to people’s lifestyles. These designs

designing it.

tend to attend the strong identity of

On an aesthetic level, the statement

Refer to ‘6.3 Functional Aesthetics’

their own and they depart from the living

highlights that a design could try to

environment. This compact CD player

avoid visual pollution in terms of look,

strives to transform the complex and

feel and interactivity of any product. The

tedious music listening experience to a

balance, proportion and harmony are the

simple experience. Switching on this CD

key elements in design and last but not

player is as easy as pulling a string to

the least; design should fit people’s lives.

turn on a tablet lamp.

Refer to ‘6.5 Adaptability’

45

Figure 16

The design of the CD player itself was

anywhere. The shape of the CD player

inspired by ventilation fans found in the

came in to existence as a square object

kitchen. Many of these fans have their

with rounded corners, resembling the

‘on-off’ button as wire. Once a person

ventilation fan cover, where the fan is

pulls the wire, the fan starts rotating.

resembled by the rotating CD. The volume

This interesting combination of pulling

control and the search control are placed

a string to start the ventilation fan led

on the top of the CD player. Muji audio

Naoto Fukasawa to start wondering if

series is about making sound experience

a CD player could be hung on the wall

as easy as possible, removing the tiring

with a string attached to it which would

and complex process thus making it as

switch it On and Off. The innovation

simple pulling a string.

in the CD player was the use of power

The CD player fits perfectly into the

cable of the CD player as an On- Off

life of a customer. The known interaction

button. Such a CD player could be placed

to switch on and off is a pleasure

46

Philosophy

Shape

Technology

Service

because most people know it somehow

data and eventually play music. The

or other. Even if they do not know, it is a

technology is a shared asset with CD

simple, easy to learn action which anyone

player as a platform. (Ulrich & Robertson,

can remember easily. This aspect of the

1998, p. 20). This platform has a reason

design makes it an iconic interaction.

to exist till users are using CDs as means

Fukasawa says, “Iconic objects are like

to listen to music. One can see in today’s

products you’ve seen somewhere before,

context, CD players are fading away. This

but have not. Design an iconic object

reflects in the Muji store too. Muji has

that you already know, because the

discontinued all CD player except Naoto

human body is the same everywhere.”

Fukasawa’s CD player. This CD player

The aesthetic decisions are taken keeping

has attained a certain acceptance in the

the function in to the account. The

society and hence it is considered an

user would not see any extra surface or

iconic product.

finish which is not needed to explain the

product. Though this is true, the beauty

3.3.1 Communication of Muji’s vision

of the product is in the association of the

to the society:

product with the ventilation fan and in

Kenya Hara argues that Muji concept

revolving CD which slowly starts turning

is to underline basic and universal nature

when the CD player is turned on. This

of everyday life in his Designing Design

part of the beauty gives user a certain

book. Communicating this vision with

degree of pleasure through the feedback

development of products on one hand is

The continuity in interactive behaviour

the core of Muji but communicating the

of the CD player lies in the process of

same vision to the society is achieved

turning it on and off like a fan as well as

by advertising. Muji logo is been around

the rotating CD which is without a cover

for quite a long time and has achieved

which looks like a rotating fan.

significance. Hence advertisements of

CD player is basically a platform

Muji products just bare the product

which is strongly based on technology

itself in the centre and the Muji logo

which uses compact disks to read

somewhere. Similarly, the photographs of

Refer to ‘6.3 Functional Aesthetics’

47

horizon at a large scale and Muji letters

this part of the thesis.

placed on the horizon signifying the emptiness and relationship between the man and earth. This is in coherence of universal nature of Muji.

The company’s strategic decision to spend less money on branding is one of the key aspects of the Muji brand. Muji’s management believes that brands and trademarks do not bring any benefits to customers other than self-recognition.

The word of mouth is credited to the

Refer to ‘6.1 Design

success of Muji as a brand. (Yangjun &

as part of a large

Jiaojiao, 2007, p. 95) Muji’s expansion in to international markets again show the adaptability of the business and it also reflects in their design which has now gained global appeal for their products.

Similarly as technology moved, Muji took advantage of the internet and established a strong online store. This online store also follows same principles in terms of colour, typography and simplicity in the design and navigations inside the online store.

As it is out of the scope of this thesis, the branding of Muji in terms of print media, television advertisements and web communication is mostly excluded from

48

system’

Conclusion Developing new and simple product is

Harmonious and respectful to its environment (Naoto Fukasawa)

To make design respectful to its

environment, understanding context of the design, use of it and physical impact as well as psychological impact of it all needs to be in harmony.

Born out of necessity of producing

at the core of Muji. Readjusting existing products for the evolution gives a benefit for consumer as well as Muji. This is done by

innovating same category of products and readjusting them for the new context.

The Muji wall mounted CD player is such a product which has been

clutter free, high quality products at

readjusted for the evolution of the

reasonable price, Muji has designed a

CD player. Muji’s pursuit of producing

range of products keeping customer in

quality products with reasonable prise

mind. Each individual product hence is

and communicating the vision of Muji

part of larger system encompassing the

through stores, and advertisements helps

values of Muji.

Muji to adapt to the changes over time.

Muji is the perfect example of

unification of form, colour, material and construction in every product they produce. Their colour scheme, form which fit in to the

Muji CD player and audio series are

context, less processed material justify

examples of functional aesthetics, where

the consistency in the look and feel of

the CD player merges in the background

their products.

with unique interaction embedded in it.

49

Figure 17

50

4. Vitsoe 606 shelving system:

Vitsoe as a company and 606

3. The product has been around for

shelving system as a product was chosen

fifty four long years which justifies that

because of the nature of the company

this product has sustained a lengthy

as well as their product portfolio. The

period of time and sales of it are

reasons for choosing this as a case study

growing.

were 1. ‘606 shelving system’ is designed

by Dieter Rams who is a well acclaimed

4.1. Vitsoe the company: Vitsoe is founded by Niels Vitsoe in

designer and is the only product available

1959, to realize the furniture ideas of

in Vitsoe’s portfolio.

Dieter Rams. It was a decision by the

2. The company and the product

Erwin and Artur Braun, owners of Braun

are founded on a strong principle of

Corporation to allow Dieter Rams to

sustainability which is visible through

develop his other talents while working

their website communication.

for Braun. Niels Vitsoe (1913-1995) is

51

described in the company website as

Vitsoe,“Their vision(Niels Vitsoe and

“The man with immense charm, grace,

Dieter Rams) for this company was

determination and dry wit” (Vitsoe,

to create furniture that would last

History, 2012) .

long time. Furniture that was simple

The vision for the company was a

but adaptable with as few finishes as

simple one. To create furniture that lasts

possible. That very simple vision was to

longer. This simple vision transcends

encourage customers to start with it, to

from product to business. Neils Vitsoe

stick with it, to add to it, to take it with

and Dieter Rams agreed on the vision

them when they move, to rearrange it.

and developed different kind of shelves

That simple vision was all about making

for particular usages which seamlessly

the furniture last as long as possible”

fit with each other. Soon it became a

(Designcouncil, 2012).

Refer to ‘6.5 Adaptability’

complex system of shelves which Vitsoe calls ‘606 shelving system’. The idea was

4.3 Manifestation of Vitsoe Ethos in

to give adaptability and functionality to

606 shelving system:

these shelves to an extent where they

Made up of aluminium, steel and

will perfectly fit in to any environment of

compostable wood, these shelves were

the user.

first designed by Dieter Rams in 1959.

Since then, there have been numerous

4.2. The philosophy of the Vitsoe:

iterations in those shelves over time but

Live better, with less that lasts

the principle idea of long lastingness

Longer

remains the same.

At the core of Vitsoe business, there lies a philosophy which manifests into their product, services, company branding

4.3.1 Design as part of larger system The ideas behind Dieter Rams work

and communication. This philosophy

and the objectives that Vitsoe as a

states that ‘we all can live better, with

company aimed for were matching.

less that lasts longer’. In words of Mark

This is one of the key factors which

Adams, current managing director of

made Dieter Rams, work for Vitsoe on

52

Philosophy

Shape

Technology

Service

Figure 18

“The designer must be the creative engineer. They synthesize the complete product from various elements that make up its design.

Their work is largely rational, meaning that aesthetic decisions are justified by an understanding of product’s purpose.”Dieter Rams

53

a shelving system (Rams, Design by Vitsoe, 1976). The long-lastingness of the shelving system comes from the fact that it is designed to suite any environment and complements any designed object in the house irrespective of their design or shape or colour. This Refer to ‘6.1 Design

compatibility extends to the components

as part of a large

of the shelving system itself. All the

system’

components are designed in such a way that they mechanically fit with each other. Dieter Rams points out, that products have to be designed as part of the larger system (Rams, Design by Vitsoe, 1976). This is true with Vitsoe 606 shelving system. From 1959, the shelving system has been improved many times. Shelves have evolved over a long period of time. These shelves are not the same when they were designed first, but they are totally compatible with each other (Designcouncil, 2012). This is an evolution of a product. Designing products as part of larger system also means considering the product’s place in its environment and its impact on the ecology of the earth.

Figure 19

54

Philosophy

Shape

Technology

Service

4.3.2 The orderliness and

shelf for keeping CDs and a different one

proportion

for keeping books.

The design of 606 shelving system

Because the design is rooted in how

has only one purpose. This purpose is

people use it, there are many ways by

to communicate the function of the

which the entire shelving system can

shelving system to users. In this product,

be arranged and re-arranged according

the sole purpose of this product is to help

to user’s need and desire. Each shelf

organize customers’ life by providing a

has 2 holes, so that they can be hung

place to store his or her belongings. This

either way. This inter-changeability of

is achieved by remarkable orderliness

components encourages users to re-

and proportion in design of the shelving

arrange according to needs.

Refer to ‘6.4 Multiplicity’

system. Only this orderliness and proportion makes product useful. (Rams, Design by Vitsoe, 1976)

4.3.2.1 Origin of proportions of the shelves The sense of proportion is evident in the design of different shelves. Each shelf has a purpose. Its size, shape, position of it with respect to each other, their colours are based on thoroughly planned system.

Every shelf hangs on a specially designed E-track with a pin. This is a common track which is used to fit any type of shelf. Each metal shelf has a different depth depending on its purpose of use. For example there is a different

Figure 20

55

The shelving system can be mounted on the wall. Depending on the soundness of the wall which holds the shelving

4.3.2.2 Orderliness through timeless design

The design of 606 shelving

system it can be attached to it or it can

system is timeless. It has as less design

be put on a ‘X-post’ to stand in front of

as possible. (Rams, 2011) It has changed

the wall. The entire system can be also

over time accommodating new user

put in the middle of the room acting as

needs in the design. But essentially it

a room divider. In that case, the shelves

carries the same aesthetic values that

have to be on both the sides to balance

were implanted in it at the inception.

the weight. All these possibilities are

Dieter Rams explains in his speech

enabled using the same components.

“Product design is the total configuration

The shelves also come with 2 different

of product: its form, colour, material

lengths. Smaller one of 66.7cm is for

and construction. The product must

keeping heavy artefacts and 91.2 cm is

serve its intended purpose efficiently.”

for keeping light artefacts. Other than

This configuration enables shelves to

the functional purpose, these shelves

be evolved over time still maintaining

also serve aesthetic purpose. Their length

its aesthetics. (Rams, Design by Vitsoe,

actually supports the elegant look of the

1976). The design of 606 is very rational.

entire shelving system. The heavy shelves

Its aesthetic decisions are justified by

lited just above the ground add lightness

the products purpose. In Dieter Rams

to the look and feel of the shelving

words, “The designer must be the creative

system. Sometimes a Vitsoe expert advice

engineer. They synthesize the complete

their customer while planning, to add

product from various elements that

large shelves so that row of cabinet

make up its design. Their work is largely

below can look much elegant. All the

rational, meaning that aesthetic decisions

structures, components, finishes of 606

are justified by an understanding of

shelving system co-exist in a harmony.

product’s purpose.” This is exactly the

They are well balanced which gives its

language of the Vitsoe 606 shelving

usability to an outmost value.

system and the design language of the

56

Philosophy

Shape

Technology

(Rams 2011) Refer to the video

Refer to ‘6.2 Unifying elements’

Refer to ‘6.3 Functional Aesthetics’

Service

company. By using design language as

Figure 21

guiding tool rather than a concrete set of principles, it becomes times less. Hence the orderliness and proportion leads to a more compatible, adaptable and functional product.

4.3.3 Evolution of the Shelves: The evolution of Vitsoe shelving system over time makes it a unique product. By evolving product over time Vitsoe has made a strategic decision

lastingness of the shelving system. This

which does not limit its existence to

signifies that the design at Vitsoe is

current manufacturing technology.

always about advancing innovations.

By doing so it binds the principle of

In other words, as technology and

adaptability, which is one of the core

production process are advancing,

principles of Vitsoe as a business. (Nes,

innovations are not only possible but

2009)

necessary for a product to continue to be

For example, when first released, 606 shelving system did not have smooth closing for the cabinets it provided.

considered good design. (Rams, Design by Vitsoe, 1976) Vitsoe, every time does not try to

This was added later according to the

reinvent a new shelving system. Rather

advancing technologies available later in

than that Vitsoe tries to improve the

the period. Similarly, due to bending of

original idea using latest technology

the aluminium shelves over time, a small

and development in the fields. This also

horizontal bend was added to the profile

applies to Vitsoes other activities besides

of the shelf. This small detail adds more

manufacturing shelving system. Improved

strength to the shelf. These adaptable

logistics, best possible customer services

re-designs are meant to ensure the long

are few to mention.

Refer to ‘6.5 Adaptability’

57

4.3.3.1 Strategic use of consistency

comfortable understandable and most

and continuity to make shelving

importantly long lasting. (Rams, Design

system long lasting

by Vitsoe, 1976) Long lastingness here

The shelving system is designed as a

is defined by the forms which are quiet,

true system where it is easy to construct

comfortable and understandable. This

with individual shelves, to dismantle it

can be called as an anatomy of the long

and repair it if necessary. Most of the

lasting products. To achieve this, one

joints in the assembly are mechanical

must have a profound understanding of

Refer to ‘6.1 Design

to allow repair and at the end of the

users to make strategic decisions on what

as part of a large

product’s life, dismantle. This is explicitly

exactly is important and what exactly to

done because products have to be

omit or to consider it as a trade-off to

designed for repair and maintenance

include in the product.

if they have to last longer. Having

The consistency in the look and feel

designed most elements of shelving

is achieved by a thorough systemic

system using recyclable aluminium, steel

understanding of constructions, colours

and wood, Vitsoe ensures its reliability

and materials. The visual harmony is

and robustness. All the shelves and

a consequence of this understanding

components have as few finishes as

with standardised minimum finishes,

possible and they are all consistent.

forms and materials which go together

Aluminium is used not just because it

in harmony. The continuity in the

is in trend or it is fancy but it is used

interactive behaviour is achieved by

because it is appropriate. It is not used

clear orderliness in the consecutive

for aesthetic reasons but it is used

versions of design improvements in the

because it can be recycled. 70% of the

same product. As iterated, the desired

aluminium ever smelted is still in use in

orderliness comes from compatibility,

the world.

adaptability and functionality.

It is all about concentrating on

Refer to ‘6.2 Unifying elements’

To avoid the confusion in choosing

essential elements, by omitting

which shelves customer should buy first,

extra elements, forms become quite,

Vitsoe has a strong supporting service

58

system’

Philosophy

Shape

Technology

Service

along with their products. Consumers are

system is manufactured entirely in United

always encouraged to talk with Vitsoe

Kingdom. Mark goes on saying that it

representative and plan their shelves

is impossible for anyone to produce

accordingly.

something at one place and sell it across

the world unless it is coupled with an

4.4. Manifestation of ethos of Vitsoe

extra-ordinary service. The first touch

in service:

point of the 90% of the customers for

Customer service is a major

Vitsoe is their website. On their website,

component of Vitsoe where managing

there are three steps which guide you to

director Mark Adams admits that

place an order for the quotation.

Vitsoe is 80% service business and 20%

furniture manufacturer. (Designcouncil, 2012) Service is the most important component of Vitsoe. 606 shelving

1. Size of the wall 2. Wall type 3. Photos of the wall

Contextual Information

1. What exactly users want to store on the shelves.

Usage information

1.Talking with Vitsoe representative 2. Reiterating the shelving arrangement to finalise

Establishing a contact

1. Customised shelf building software 2. Manufacturing 3. Exporting

59

4.4.1 The three steps to place an

a sketch of the wall where he wants to

order

mount the shelving system.

These three steps are explicitly

designed to know about the context

Second step:

of the shelving system. These steps

In this step, Vitsoe encourages

demand the attention of the customer.

consumers to think a bit about how they

The tailor made shelving system needs

want to use their shelving system. This

a consultation with the customer and

requires time and planning. Rather than

hence while buying the shelving system,

going in specific detail, it encourages

customer have a conversation with the

users to categorise the artefacts which

shelving system expert planner at Vitsoe.

they want to keep on the shelves in to rough categories of objects. In each

First step:

category, the amount of the object is

This step is all about context in which

not specified in numbers but specified in

the shelving system is going to be. It

‘few, some, a lot’. This helps minimise the

demands the customer to measure the

error of the judgment on behalf of the

width and the height of the wall, the

customer as well as the Vitsoe.

wall type if it is hollow or solid and demands customer to send a photo or Contextual Information

Figure 22

60

Philosophy

Shape

Technology

Service

Usage information

Figure 23

Third step:

planner, Vitsoe expert planner analyses

This step is about establishing contact

the images and the rough drawings.

with the customer. This step is very

This Expert prepares a layout of the wall

important as customer waits for the price

according to your measurements. He

quotation, while the backend part of

puts the shelves in order of the artefacts

the service starts operating in full pace.

customer has specified and puts them

Ones the order is received by the expert

in proportion to each other. This is all

Establishing a Figure 24

contact

61

done in software specifically made for

4.4.2 Behavioural understanding of

Vitsoe employees or store manager called

Consuming Less

‘Project Management software’. At the

Vitsoe categorically promotes

Vitsoe, this software is the key entity of

customers to buy less today because

the service, where all the components,

they can always return and buy or re

parts and shelves are pre-loaded in

configure more when they want. This

the software. This software enables

attitude towards selling less for the

Vitsoe representative to respond to the

first purchase; decreases the barrier of

queries with quotations in matter of

actually buying the shelves and makes a

minutes. 90% of the company’s business

point about upgradability too. It ensures

comes from their website. The Vitsoe

customers that they can upgrade to more

representative takes care of the design

shelves whenever they want. Promoting

and advices customer on the design

to buy less today is a considered strategic

and suggests alternatives by getting in

decision which helps Vitose shelving

touch with the customer and then they

system sustains time. (Nes, 2009)The

together design the shelving system.

founder Neil Vitose has said that the

Ones the system is finalised, the order is placed to the factory in United

happiest customers are those who have

Refer to ‘6.5 Adaptability’

dealt with the Vitsoe the longest!

Kingdom. Each system is manufactured

Below are summarised points which

according to the specification. Because

manifest the ideology of consuming less.

each system is a unique combination of different components, each and every detail is done by factory workers. Robots are never used in the manufacturing

Behavioural Design in the Service Suggest customers to go slowly. Buy each and every item carefully.

facility. There is an inherent behavioural

Spend some time in measuring the

design involved in the Vitsoe. All touch

space that user wants to put on the shelf

points of the services galvanise the

to ensure long lasting product.

essence of long lastingness.

Vitsoe reassures customers that they are here to stay and the shelves bought

62

Philosophy

Shape

Technology

Service

later would be compatible with the old

4.5.1 Focus on Sustainability

set of shelves.

Without a representative talking with

Everything at Vitsoe can be traced back to the principle of long lastingness.

the customer, the customer can not

Company avoids going with the newest

buy the shelving system. This is a very

trend and fashion. Due to the subtle

important step where the buying decision

nature of Vitsoe shelving system, Vitsoe

becomes more natural and human.

categorically mentions in communication

In entire business communication,

that their shelving system is like a blank

the emphasis is put on long lastingness

canvas, where users can paint their

of shelving system and on long term

colourful life. (Vitsoe, Ethos)

benefits for everyone associated with

Vitsoe including customers.

4.5.2 Systemic thinking

The entire shelving system works as

4.5. Manifestation of ethos of Vitsoe

a whole system. It is easy to construct

in a brand

hence easy to repair and dismantle if

To combine the product with its

necessary. This gives users immense

service and system, the manifestation of

flexibility. According to users need the

core values or ethos of Vitsoe in a brand

shelves can be added later or removed.

are mentioned below. Core values or

As users environment changes, shelving

ethos of the brand are dynamic principles

system can adapt to its environment.

which sum up the identity of the brand.

These shelves have been designed

These ethos are guiding principles for

keeping in mind the use and function.

internal and external brand building

Hence they are durable and hence they

process and hence they represent a

are long-lasting. These are the core

direction for product development,

principles which make Vitose shelving

behaviour and communication. (Mats,

system a true system. Every component

2003)

is designed and built to last as long as

Refer to ‘6.5 Adaptability’

possible. (Designcouncil, 2012)

63

This systemic thinking goes beyond just the product but it reaches to the service. The service is an integral component of the business at Vitsoe.

The company’s ‘project management’ software is at the core of this service.

Vitsoe is necessarily a web business. The application of good design principles here goes beyond just designing a product.

Business designed as part of a larger system. This systemic thinking suggests, to control the user experience, one must design the entire system which fits perfectly in to a user’s life.

Refer to ‘6.1 Design as part of a large

4.5.3 Promoting Reuse As adhering to the commitment of

system’

the Vitsoe business to the principle of long-lastingness and producing less waste, Vitsoe tries to produce as little waste as possible in all areas of business.

The company describes reuse as its touchstone where the company gives an example of how they are still using a wooden stillage to transport aluminium parts for last 20 years.

The company promotes reuse of the shelves for their customers also by Figure 25

64

giving them alternative to transport

Philosophy

Shape

Technology

Service

their shelving system while moving from

4.5.5 General benefits and

one house to another and by adding to

disadvantages for business

the existing shelves or by subtracting or dividing as necessary.

Benefits for any business are: 1. Doing right from the start helps

4.5.4 Economical benefits of the use of Strategies for aesthetic continuity and consistency The economic benefits for Vitsoe Company came after its reopening of the

product endure time.

2. A unique recognition among customers for the brand, product and established loyalty.

3. A steady growth of the business.

brand in 1995 in United Kingdom. Though the ‘606 shelving system’ is around for

Disadvantages for any business:

last 60 years; Vitsoe as a company after

1. Slow growth, especially in high

1995 focused more on online business

competitive market such as FMCG,

which now yields the 90% of the current

Electronic and Digital devices.

revenue of 5.5million pounds (projected) in 2011.

The use of service design is visible

2. The continuity and consistency comes from steady implementation of visual appearance of product as well

in the revenue as the customer centric

as interactive behaviour over a lengthy

focus is evident in every aspect of

period of time.

company’s communication as well as the action as seen in the previously. Vitsoe has 47 employees and 5.5 m pounds of revenue. The philosophy of ‘living with less that lasts longer’ extends beyond product to the business supply chain.

The aim is to cut the cost at the supply chain by 15% which will pass on to the customers. (Telegraph, 2012)

65

Conclusion:

One part of the system catering to Design fitting perfectly in to its environment with its all components and

The standardised parts in Vitsoe

aspect endures aesthetically. Look, feel

shelving system perform multiple

and interactive behaviour of the product

functions. Shelves can be re-arranged to

become part of the larger system.

suite the functional need of person or

Generating a colour scheme, a form language, use of material and minimum

66

multiple needs (Vitsoe shelving system):

changing environment.

Omitting the superficial, the 606

finishes creates a system which can

shelving system concentrates on essential

merge in any living room with any

elements such as the multi-functionality

surrounding objects. The ‘606 shelving

of the shelves, user experience while

system’ is a perfect example of a design

moving as well as planning the shelving

which is part of a larger system.

system and so on.

Aesthetic Decisions Underlying products function (Dieter Rams):

‘2.3.2.1 Origin of proportions

Advancing Innovations (Dieter Rams): It is explained in detail that to make design endure time, it’s not just

of the shelves’ explains in detail how

important to do it right from the start

aesthetics (look, feel and interaction)

but it is also important to advance the

are aimed at making user understand

innovations and improve the existing

products function.

design over time. This makes design

Design is configuration of form,

adapt to current needs and practices.

colour, material and construction of a product (Dieter Rams)

Look and feel of a design and

Vitsoe business philosophy transcends from product to service which help

its interactive behaviour emerges from

user in every possible way from buying

the configuration of its form, colour,

shelving system to storing and shifting

material and construction.

when needed. The strong base of a philosophy plays an important role in it consistency and continuity.

Only essential, omitting superficial – by doing so forms become quiet, comfortable and understandable – Dieter Rams Order, proportion, Balance and Harmony – Dieter Rams Ones the diverse elements are unified with the same essence, the design has to ensure the oder, proportion, balance and harmony.

67

Apple iPad was chosen for following reasons: 1. Apple’s design approach is widely accessible. To understand iPad, it’s important to understand Apple as a company.

2. The change in design approach over time relates to the change of philosophy which drives the company. The content of this change is very important for the analysis.

3. The exploration chapter focuses on a tablet device for Indian customers; hence studying iPad creates the possibility of applying the learning in to creating concepts for tablets.

Figure 26

68

5. Apple and iPad

5.1 History of Apple computers Apple computers is founded by Steve Jobs and Stephen Wozniak. They

5.1.2 Basic philosophy behind Apple Computers.

Steve Jobs, the founder of apple had

had a vision for personal computer in

his own philosophy about technology.

1975. They first built a prototype of

When Frog design began work for Apple,

personal computer in March 1976. Apple

Hartmut Esslinger, German born designer

computers came in existence in the state

and founder of Frog design had the

of California on January 3, 1977. In the

same idea of personal computer as Steve

development of the business over the

Jobs. It was a philosophy and belief that

past couple of decades, Apple’s domain

technology could empower individual and

of creation expanded from personal

thus act as a social equalizer. (Kunkel,

computers to music, phone and mobile

1997, p. 49) The design language he

media and computing devices such as

designed for Apple during the period of

iPad.

1984-90 was called as ‘The Snow White’.

69

It changed the image of Apple from a

than going by the brief given by Apples

start-up in Silicon Valley to a major

design team, Esslinger felt a need to go

competitor on globe.

beyond the brief. He felt that the Apple needed more than just a design language.

5.2 Philosophies dictating design

It needed an ‘approach’ to design rather

approaches

than just another design language.

5.2.1 Snow White’s consistent approach The Snow white language was

(Kunkel, 1997, p. 30) The central concept behind the design approach of ‘Snow White’ was in making technology friendly. In the

developed for Apple by Harmut Esslinger

following years Steve Jobs gave entire

and team around 1982-83. Apple had

responsibility of designing Apple

given an open brief to design a next

computers to Frog Design. In the snow

language of computers for Apple. Rather

white presentation to Apple,

Figure 27

70

Philosophy

Shape

Technology

Service

in March 12, 1983, Harmut Esslinger

Ones the desired philosophy

told Apple executives to ignore what

establishes its consistency; it could be

competition was doing. Instead he

applied continuously in innovative ways

insisted them to concentrate on the

at different places.

greatness of the Apple products. “For the effective design, it should convey sense

5.2.2 Consistency in look and feel of

of quality and competence. The design

Snow white

should express Apple’s philosophy of

To guide user’s perception in a certain

empowering people with technology. It

way, details were carefully crafted on

should express its soul and bestow sense

each product. To give a certain feeling

of ownership in users. Moreover, it should

or a sense that tells users that this

generate sense of belonging to Apple

computer is powerful but ‘OK’ and user

worldwide community”, Harmut Esslinger

does not have to lock the computer in a

told Apple executives.

vault. Lines on the walls made box look

Hence, ‘Snow White’ was not just a

Refer to ‘6.3 Functional Aesthetics’

smaller and precise. These lines would

language but a philosophical statement

run towards and away from the user. This

which guided the company to success

became a genetic code for ‘Snow White’.

without dictating the terms. ‘Snow white’ design approach was not defined as a corporate guide book for design. This

Figure 28

exhibits the true meaning of ‘having a philosophy for a company’. This approach to design can translate not just in to design of products but also its services, systems that associate with the product. The consistent manifestation of the philosophy is a key to generate the desired feeling among users of the product or service over time.

71

Similarly corner treatment was also

which was not done until 1984 by

formalized with tight corners on CPUs

computer manufacturers for the plastic

(2mm) and 5mm on the display side. To

enclosure. Only very few manufactures

maintain a sense of rigor, the perimeters

had those tools to get that zero draft. By

were always treated as concentric shapes

investing money in making that happen,

with respect to CRT screens and inner

Apple got considerable advantages.

and outer line on the bezel. To add to this

Aesthetically, the computer would look

sense of precision, one manufacturing

precise and resemble more sophisticated.

process was also important as part of the

Competitive advantages were also

language. This was Zero draft angle of all

enormous. Zero-draft angle would make

the products.

competitors hard to copy as very few

One of the key ideas that were

manufacturers could make that draft angle. Inside the box, components can fit

manufacturing with zero draft angle

tightly, saving space making computer

Refer to ‘6.1 Design as part of a large system’

Apple snow white 2 ‘americana’, 1982

explored in Snow White was

Figure 29

72

Philosophy

Shape

Technology

Service

Apple ‘baby mac’, 1985

Figure 30

smaller. Smaller product would require

30-32) This also signifies the attitude

less money to ship.

of doing right from the start keeping in

These key strategic decisions may have

mind the long term vision.

Refer to ‘6.5

had speculative short term implications, for example spending more money

5.2.3 A consistency through a new

on manufacturing or not meeting the

design language

business goal of selling specific number

Adaptability’

Mobile computer was in the forefront

of units. These decisions to invest money

of the development at Apple computers

and human effort in the right direction

around 1991. The company had few

are decisive and their decisiveness is in

touch screen solutions with pen namely

the long run where competitors would

Newton Message pad which they

struggle to cope up with the innovation

released in August 1993. The design

at every level including the product,

style for the product development at

service and system. (Kunkel, 1997, pp.

that time was called ‘espresso’. Apple’s

73

new design language was developed by Apple’s Industrial design group, DeI luliis and Barbera from 1991. Apple Computers designers felt that they needed to depart from the ‘Snow White’ design to a new and leading design language. There was a wide feeling in the design department of Apple that as products became complex, customers need meaningful visual differentiation. Hence Apple decided to use design as a strategic tool. (Kunkel, 1997, p. 231)

Figure 31

It was a transformation of another style in to Apple’s wide range of product styling. The compilation of the guidelines

7. Details and surfaces that reflect light

as follows:

in interesting ways; 8. Animated but not cartoon like quality;

1. An intriguing, expressive shape;

9. An orientation of details that allow the

2. A profile so simple and iconic it could

user to turn the design ‘on’ and ‘off’, so

be reduced to few pixel and still be

that it does not conflict with Macs user

recognizable;

interface;

3. A combination of simple and complex

10. An emotional quality that is friendly

surface;

and accommodating. (Kunkel, 1997,

4. Details such as speaker holes that

pp. 30-32) The design style was a

express their function;

compilation of ‘Colour classic’ and

5. Central placement of logo and

Espresso design style. The central idea

graphics;

was to make products look modern and

6. Surprise elements such as roll-ins and

have a sense of liveliness.

tearing surfaces;

74

Philosophy

Shape

Technology

Service

Figure 32

5.2.3.1 Benefits of Espresso design language When the language was

5.2.3.2 Disadvantages of Espresso design language There were mainly three

implemented, each product was

disadvantages of the design language.

designed to have its own intensity and

First disadvantage was that the design

interactive behaviour. The idea to have

elements were easy to copy by other

each product the character of its own

manufacturers. Hence the distinctiveness

without sacrificing its consistency was

was no longer a differentiating factor.

well taken by the users. It was considered

Second major disadvantage was that

that the approach was an enduring one

there was a huge disagreement among

and would stay in future models too. The

industrial design group inside Apple.

entire design approach was based on

Design manager Robert Brunner agreed

differentiation.

that Espresso was a mechanism for designers at Apple to apply their egos.

75

The Espresso language

The Snow white

1. Enabled each product to dictate its own expression.

1. Exploratory design exercise which was considered an approach to design rather than a design style.

2. It was stripped down to details where there was a danger of form becoming hard to understand and complex to perceive.

2. There were no guidelines among designers. It was all word of mouth.

Designers knew when they saw the designed products. Snow white was more intuitive.

3. The consistency ones perceived by the designers of Espresso language did not stand the test of time, as competitors started copying the same language easily.

3. Style was more fundamental in a way in addressing and manipulating human perception and emotions about computers. Snow White direction left some space where user always gets freedom to express his/her feelings, emotions.

76

4. More prominent issues of the future, like interaction with software did not get addressed in the design.

Philosophy

Shape

Technology

Service

Jim Stewart another Apple designer, thought Espresso as a response to

5.2.4 Mobile Computing | Digital Age Jonathan Ive had this idea of deifying

the current style and design wars and

user’s perception about computers

means of differentiation for the sake of

in 1996-97. He says, “As we have

differentiation. Espresso was a design

struggled in recent years to define the

language which had an appeal of ‘In your

sensory experience of the computer in

face’ design. (Kunkel, 1997) Espresso

its broadest sense, we now understand

language gave a clear message from its

that as industrial designers we no longer

design style- ‘I am cooler, I am better and

design objects. We design the user’s

more global aware and trendy’.

perception of what those objects are. As

The third major disadvantage was

well as the meaning that accrues from

that, Espresso expressed an approach of

their physical existence, their function

manipulating user’s perception about

and the sense of possibility they offer.”

computer. To an extent where computer

In broader sense, experience design. The

would no longer feel like a tool but a

physical manifestation only represents

living character with sculpted surfaces

half of the expression. The other half

on top of it. The design of the computer

is the interaction of the user with the

would shout at user for attention

product. This allows design to come

when turned off. Though Apple had a

to life making its existence complete.

successful mass design style which gave

(Kunkel, 1997, p. 280)

their products individual identity as well

Refer to ‘6.2 Unifying elements’

This basic idea of the understanding

as the specific brand identity, around

of design was so strong that even today

1996-97 Apples innovation in software

it is very much relevant. This defined the

slowed down. This was a key strategic

obsession of the design team at Apple

failure, where company was unable to

to understand the user. “Rather than

understand the importance of a sound

following the trends, we will embrace

software platform in a computer.

the customer as never before, giving

Refer to ‘6.1 Design

them the opportunity to dominate the

as part of a large

designs we create and understand them

system’

77

on an emotional level.” He goes on saying

‘Simple Elegance’. Again it is evident,

that the goal is not just for the sake of

that when the designers and the

differentiation but it is for the value.

company’s philosophy match with each

Usable, engaging and emotive solutions

other, products which are produced

are the value. In March 2012 interview,

have a consistency and continuity in

Ive reiterates that doing something

its approach in design. Apple started

different, or want to appear new are

producing not only products but set of

totally wrong goals of developing

services and systems which support the

products. What drives Apple design is the

product to achieve its goal to design

genuine appetite to do something that is

user experiences by defining user’s

better. (Ive, 2012)

perceptions about its products.

5.2.5 The philosophy of less style,

5.3 Technological influences on

more humanity

Apple products over time

“The very act of styling distracts the

Apple launched the iPad on 27th

designer from the trickier issues of an

Jan 2010 to create a new category of

object’s meaning. ‘Style wars’ may excite

personal devices now known as tablet

corporate marketing departments, but

computers. The device was aimed at

styling and differentiation for its own

browsing web, reading and sending

sake is bad for users, because it robs

email, enjoying photos, watching videos,

the computer from its unique identity

listening to music, playing games,

and reduces it to just another lifestyle

reading e-books and much more. (Apple,

product.” These words from Jonathan Ive

Apple compuers press release, 2010)

are from 1996-97. (Kunkel, 1997, p. 280)

Though it was an innovation in itself,

On the other hand Steve Jobs had

Apple took a strategically calculated

a vision for a technology that could

risk. Though the inception of the idea

empower an individual and thus act

of a touch device was not new in the

as a social equalizer. Steve Jobs used

market; mass acclamation of the idea

to describe that products should have

of such touch devices happened after

78

Philosophy

Shape

Technology

Refer to ‘6.4 Multiplicity’

Refer to ‘6.3 Functional Aesthetics’

Service

Apples innovation scope Peter McGrory 2012

Figure 33

the introduction of the Apple iPad. Over the years Apple has been focused on

screen to a bigger screen.

Evolution of any product weather

creating value through different software

it is digital or a physical could be very

sets and interactions. Series of iPods

important factor than reinventing the

took advantage of iTunes to make music

wheel every time.

management and music purchase easier. iPhone was built on iPods success of

5.3.1 Evolution of products to create

implementing capacitive touch. iPhone

platforms

took advantage of the capacitive touch

Platforms are a collection of assets

technology which existed but was never

that are shared by a set of artefacts.

used in a user friendly manner before.

(Ulrich & Robertson, 1998) There are four

The backbone of the hardware is the

kinds of platforms which encompass a

software which was the first in its kind

business. Technological platform, Design

developed for the touch experience. iPad

platform, brand platform and systemic

took this touch experience of a small

platform. (Peter McGrory) Aluminium

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material has been used in apple products enclosure for long time starting with the iPods which were first manufactured using aluminium casing. Aluminium was categorically used in other products replacing outer shell of computers and laptops with a new laser cutting process for aluminium making it a technological platform.

5.3.1.1. The iPod: Apple built on top of their music software, a system to manage media content and put that to a portable music player. In consecutive next generations, Apple used 2way navigation system based on capacitive touch buttons to enable interaction of user with the media

Figure 34

on portable music device. preferred by mobile manufacturers over Capacitive touch buttons

capacitive technology for its precision

The technology was implemented

and resemblance to mouse based

in Newton PDA device by apple well

interactions. Mouse based interaction

before iPod and iPhone came in to the

is also an interaction which depends on

market. Computing and mobile industry

precise input.

always thought that the capacitive touch controls are not so precise and they are

By investing and building the

not useful in interacting with screen

technology, Apple optimized existing

based content. Resistive technology was

product for existing customers providing

80

Philosophy

Shape

Technology

Service

Figure 35

them new intuitive and emotional

specific aluminium uni-body with specific

interactions.

product finishes has become synonymous

Aluminium enclosure Similarly in coming versions of iPod, apple stared introducing Aluminium

with Apple’s identity.

Significance of iTunes

Refer to ‘6.5 Adaptability’

Significance of a software platform

casing, building capabilities for

to manage music on the portable music

manufacturing of aluminium enclosures.

device was a new way of interacting with

The investment in the aluminium

music on computer while putting it in a

extrusion and then CNC laser milling and

music player. Similarly, introduction of

many more technical innovations were

iTune store to sell music and charge per

followed after the strategic decision was

song in 2003 was also a significant step

taken to invest in a process keeping long

in the online sales of music. Later Apple

term goal in mind of implementing in

built over platforms which they already

all product range from Apple. Now the

had developed before.

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Referring to figure (apples innovation

long. Apples senior VP said, “We wanted

scope) one can judge that by improvising

an operating system that could last

existing technologies and combining

for another 20 years.” (BONNINGTON,

them to create a new meaning, generates

2012) The development took time and

low business domain change and low

painstaking efforts to make because

market change. The implications are also

the design team was developing the

less risky for the company if it fails to

interaction which was very different

make that change happen.

from mouse and resistive touch screen

Refer to ‘6.5 Adaptability’

based pen. The key factor for the OS was 5.3.1.2 iPhone The established iTunes software

endurance.

Much attention was paid to the

was the base for iPhone to start with.

workflow signifying the simplicity of the

But in iPhone there was a business

in-built applications. Everything was

change. It was not just the phone with

thought bottom up as iOS was the first

any mobile carrier/ operator but with a

touch operating system. This simplicity

specific operator dedicated to iPhone

in accomplishing a task inside an

and with contract for a stipulated period

application adds a factor of pleasure to

of time. This enabled Apple to provide

the overall user experience.

specific experiences dedicated to iPhone

SDK:

users using the same operator and an

Apple’s creation of SDK (Software

established software market. While

Development Kit) for people who want

establishing iPhone, Apple introduced

to develop applications for iOS and sell

new operating system for its own

them on the Apple online store built

mobile device. This is called iOS. An

in iTunes was another kind of business

operating system specifically designed for

model which was never tried before.

capacitive touch.

This gave Apple a competitive as well as monitory advantage over other

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iOS development:

mobile industries. Democratizing the

The iOS was developed for lasting

application(App) development by sharing

Philosophy

Shape

Technology

Service

the iOS platform was a significant

store built in iTunes. This SDK gives

step in expanding Apple’s business in

fundamental directions for anyone who

new territory. By tightly regulating the

wants to develop applications for iOS.

applications developed by developers,

It dictates human interface principles.

Apple ensured the experience level for

Those are

user remains the same.

Multi touch technology The iOS the operating system was

Multiplicity’

Aesthetic integrity Aesthetic integrity is not a measure of how beautiful an app is; rather, it’s a

designed to take advantage of the

measure of how well the appearance of

multi touch display panel. With iPhone

the app integrates with its function.

Apple checked their capabilities and

Consistency

took calculated risk before taking a

Consistency in the interface allows

major step in wrong direction. (Apple’s

people to transfer their knowledge and

innovation scope). Change in business

skills from one app to another. Ideally,

is directly proportional to the amount

an app is consistent with the iOS

of change in the market. Drastic change

standards, within itself, and with earlier

of market can create more risk of

versions of itself.

failing. Apple’s calculated risk, helped

Direct manipulation

them keeping their overall feel of the

When people directly manipulate

product advancing at the same time not

onscreen objects instead of using

reinventing the wheel.

separate controls to manipulate them,

Kinaesthetic Design

they’re more engaged with the task and

The ability of multi touch has

they more readily understand the results

been explored to create unmistakable

Refer to ‘6.4

of their actions.

experience around the touch screen. To

Feedback

take advantage of this, Apple has created

Feedback acknowledges people’s

SDK (Software Development Kit) for

actions and assures them that

people who want to develop applications

processing is occurring. For example,

for iOS and sell them on the Apple online

people expect immediate feedback

83

when they operate a control, and they

correct balance between giving people

appreciate status updates during lengthy

the capabilities they need and helping

operations.

them avoid dangerous outcomes. (Apple,

Metaphors When virtual objects and actions in

Apple developers) The manipulation of the objects which

an app are metaphors for objects and

are on the screen creates bodily motions.

actions in the real world, users quickly

These motions are inherent in nature for

grasp how to use the app. The most

human beings and sometimes they are

appropriate metaphors suggest a usage

easy to remember and feel natural. For

or experience without enforcing the

example, to zoom in any photo, use of

limitations of the real-world object or

two fingers to drag the photo apart. This

action on which they’re based.

interaction is not natural for user, but

User control

once a user learns how to zoom in; it

Although an app can suggest a course

becomes sub-consious hence making this

of action or warn about dangerous

iconic interaction spontaneous for users

consequences, it’s usually a mistake for

(Naoto, Naoto Fukasawa and Design’s

the app to take decision-making away

Missing Jigsaw Piece, 2011).

from the user. The best apps find the

Figure 36

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Philosophy

Shape

Technology

Service

5.3.2 iPad iPad was a category of device which was released to take the advantage of the services and systems built over the years. iPad was aimed at taking advantage of existing iTune store, App store and a robust business model. Similarly, Apple took forward their technical capabilities in terms of building large multi touch panels, Precision Aluminium CNC laser milling

Refer to ‘6.1 Design as part of a large system’

manufacturing techniques and glass and LCD manufacturing techniques.

Figure 37

Animation used for contextualisation of the store Animation adds value to this physical

5.3.2.1 iPad Design: iPad design is a very good example of an electronic object which is unified together to look so simple but inside, it

interaction. It plays a very important as

combines diverse materials, techniques

the animation most of the time dictates

and technologies. It’s a blend of the

the actual user experience.

effort put together by many people

The feel of animation like the flip of iBook shelf to reveal the iBook store

working on a product.

Refer to ‘6.2 Unifying elements’

The design of an iPad is a combination

generates a special recognition of the

of material, form, construction and

store for user. At the same time it serves

colour. All of this is interconnected

as a loading animation which gives

together that it forms a gestalt. The

application some time to actually load

aluminium alloy and glass as a material

the data which needs to be displayed.

which was explored before iPad in different products by Apple has a

85

Figure 38

“Rather than following the trends, we will embrace the customer as never before, giving them the opportunity to dominate the designs we create and understand them on an emotional level.�

Jonathan Ive

86

strong influence in deciding the visual appearance of the device. Similarly,

bureaucracy from the development.

The visual consistency of rounded

the manufacturing process defines the

corners extends beyond software icons to

visually unobstructed appearance. It

the physical device and the home button

also suggests that the device ‘appears’

which also has a rounded white square

to be strong. No crunching sound which

on it. By consistently using the elements

normally comes from plastic shells also

such as rounded corners, chamfered

defines the feel of an iPad. The order

edges along the periphery of iPad, matt

in which the buttons are placed on the

finish of the aluminium and glossy glass

device are the result thoroughly thought

panel in successive generations of the

interactive behaviour of user with the

iPad, Apple established a cohesive system

device. 3:4 ratio of the screen looks

of form, material, construction and

balanced and has a functional need to be

colour.

Refer to ‘6.1 Design

there. This is all result of a collaborative approach in design.

Jonathan Ive says, “I work with silicon designers, electronic and mechanical

5.3.2.2 Manifestation of Unification in Diversity

as part of a large system’

The physical design of the product

engineers, and I think you would struggle

is so simple that it almost looks not

to determine who does what when we

designed. Focus on the most important

get together. We’re located together, we

things is very evident and it is

share the same goal, have exactly the

unmistakably detailed to an extent that

same preoccupation with making great

it feels natural. The face of the product

products.” (Ive, 2012) This collaborative

is just a multi touch screen. Jonathan Ive

approach for designing something so

says in an introduction video,” I do not

(Apple iPad Intro

complex yet simple is very much evident

have to change myself to fit the product,

2010 Refer to the

in iPad. The multidisciplinary team who

it fits me” (Apple, iPad Intro, 2010). It is

works on product is a very important

evident that the iPad has been designed

aspect as they give lot of benefits and

keeping user in mind at every step of its

removes miss-understandings and

design.

Refer to ‘6.2 Unifying elements’

video

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5.3.2.3 iOS is the soul

part and everything else should just fades

Steve Jobs, then CEO of Apple, said

back. This defines what Apple thinks of

that the operating system is the soul

iPad.

of their products. (Apple, WWDC Apple,

Through a series of upgrades in its

2011) iPad essentially has just a screen

power of processing, wireless technology

and it becomes most important that

embedded in it, the advancements took

what happens inside the screen becomes

place from iPad to iPad 2 and then 3rd

the iPad itself. It is like Kenji Ekuan’s Soy

and 4th generation iPad. In last 3years,

Sauce bottle, where the complexity of

iPad has been revised four times. Only

the soy sauce dictates the simplicity of

ones the physical form factor has been

the form of the bottle. The enclosure of

changed. This implies that the form

the iPad ensures that the user does not

factor has reached its maturity and

get distracted by unwanted elements

increasing technical specifications

other than the screen itself.

over the years has kept iPad relevant

iPads multitouch With iPhone’s success Apple had enormous feedback from the users

according to the time. Change of form of iPad hence depends on the technology employed in it.

about the feel and usability of it. That is one of the many reasons that iPad was

5.4 Service and System

developed later than iPhone.The iPad is

iPad is just another piece of mobile

a category of product in itself and the

computing device unless it is connected

iPhone is not.

with its services. These services are very important for iPad to stand on its own

5.3.2.4 Advancing innovation

as a unique device and are key for the

The fundamentals of iPad design

user experience which prevails from 2010

were explained by Jonathan Ive in an

onwards. iPhone took advantage of the

introduction of the iPad video as basically

services in 2007 which were established

a glass surface where users can touch the

by iPod. Services like iTune music, TV

content. The screen is the most important

shows etc. iTune was first developed

88

Philosophy

Shape

Technology

Service

in 1998 as just a music player. But in

system. By creating this system, Apple

2003, after the release of iTune4, Apple

could later connect any future devices

introduced a music store in iTunes. The

which come along to iTunes itself for

key factor was that anyone can purchase

media management.

a song for 99cents. (Apple, Apple

This systemic thinking allowed

Launches the iTunes music store, 2001) It

Apple to take over Sony music players

was a key strategic decision to connect

in 2001 onwards. Services provided by

iPod with iTunes for transfer of the

iTunes kept on increasing till the time

music, rather than just copying tracks

iPad was released. In 2010, it included

manually on any other media player.

music, tv shows, games, audio books,

1. It enhances the experience of

movies in the store. All of these services,

managing music on the computer for

provided a good base for iPad. Software

iPod.

Development Kit for iPad made it sure

2. It inherently becomes part of a

that services specific to iPad could be

Figure 39

89

developed in coming years which would harness the relationship between the

Apple Brand Apple operates most profitable per

user and the device itself.

square meter stores in the world. The

iBooks and iCloud services

brand experience revolves around users

iBooks is a strategic platform for

and products which give the exact

creation and delivery of digital books

experience Hartmut Esslinger mentioned

specially designed to take iPad’s

in Snow White presentation in 1983.

technological advantage. iBooks takes

He insisted the board members to

advantage of available technology and

concentrate on the greatness of the

interactive behaviour and creates an

Apple products. For the effective design,

entirely new kind of textbook that’s

it should convey sense of quality and

dynamic, engaging and truly interactive.

competence. The design should express

(Apple, Apple Reinvents the Textbooks

Apple’s philosophy of empowering people

with iBooks 2 for iPad, 2011) iCloud

with technology. It should express its soul

stores user’s music, photos, apps,

and bestow sense of ownership in users.

contacts, calendars, documents and more,

To understand the consistencies and

keeping them up to date across all apple

continuities in Apple branding, it needs

devices. (Apple, Apple to Launch iCloud,

further investigation which is out of the

2011) This creates more unification in the

scope of this thesis.

Apple products digital experience.

Both of these services show that, by combining product, service-system, Apple wants to provide new values to the customers using existing physical platforms such as iPad. This provides innovative and individual solutions to compete in the growing market of tablet computers.

90

Philosophy

Shape

Technology

Service

Conclusion: 1. By connecting every platform together, Apple has created a distinctive and desirable look and feel for its products and sustainable interactive behaviour for users. This strategic approach implemented over a period of time makes products hence become part of a large system.

3. By unifying the digital experience, Apple combines its service-system and products seamlessly work together.

Really important ( Jonathan Ive)

Focusing on really important

aspects makes design consistent over a period of time

2. The gestalt of the iPad provides

4. iPad’s functional multiplicity

consistent benefits for users by

completely depends on the application

communicating its function and the

it is running. By providing users a

beauty in interaction are defined by the

platform for downloading applications,

applications which run on it.

Apple adds adaptability as well as added functionality to iPad as a product.

5. The aim of the form, colour, material and construction of iPad is to communicate its function which is to interact with the multi-media content on the screen. The importance of this is highlighted in the advancement in the next generation models of iPad.

91

92

6. Strategy for Aesthetic consistency and continuity

93

Design as part of a larger system

Kikkoman

Vitsoe

Muji and CD player

Apple and iPad

606 shelving system

Soy Sauce Bottle A sense of design

To make design respectful

Design fitting perfectly in

By building products,

consistent with

to its environment,

to its environment with its

service-systems over time

environmentally sensitive

understanding context of

all components and aspect

Apple has connected then

lifestyle is noticeable in

the design, use of it and

endures aesthetically. The

seamlessly to create a

‘Section 4’ in aesthetics of

physical impact as well as

Look, feel and interactive

consistent look and feel

soy sauce and the bottle

psychological impact of it

behaviour of the product

of product and a sense of

design with glass and

all needs to be in harmony.

become a part of the larger

continuity in its interactive

system.

behaviour.

plastic cap.

Waste avoiding, being

Harmonious and

A product has to be

Connecting dots through

sustainable (Kenji Ekuan)

respectful to its

designed as part of a

product,

environment (Naoto

large system (Dieter

Service-System

Fukasawa)

Rams)

Page number

94

27

39

48

54

58 64

72

77

87

6.1 Design as part of a large system

Points to consider Firstly, the principle of design as

all external components fit with the

part of a larger system describes in a

designed product as shown in the case

simple sentence to root the design in

study of Vitsoe and iPad impact the

the context. To understand the context

interactive behaviour of the product. The

of use, a designers must endeavour in to

benefits for consumers are numerous.

design research by employing their skills

Rooting design in the context makes it

to immerse themselves in the context,

understandable to users and over time,

analyse and produce actionable insights

design adapts to the users, enhancing its

to root the design in the context.

rich interactive behaviour.

Secondly, the principle points, how

95

Unifying Elements

Kikkoman

Vitsoe

Muji and CD player

Apple and iPad

606 shelving system

Soy Sauce Bottle A design should employ

By unifying elements a

Only essential, omitting

Focusing on what really is

a sense of order ensuring

new sense of aesthetics

superficial – by doing

important and removing

maximal inclusion and

of ‘simplicity’ forms.

so forms become

the rest makes design

effective arrangement. An

by searching for most

quite, comfortable and

consistent in its look, feel

approach of putting same

compatible materials,

understandable

and interaction over a

elements together which

production methods and

are somewhat related in

forms.

period of time.

the essence.

Unification in Diversity

Diverse elements unify in

Order, proportion, Balance

Focusing on really

(Kenji Ekuan)

the concept of emptiness

and Harmony (Dieter

important aspects

with ease (Kenya Hara)

Rams)

Page number

96

24 25

39

42

56

58

77

87

6.2 Unifying Elements

Points to consider By combining most diverse elements together which have the same essence and unifying them in a format which is understandable by the user of the product makes product Aesthetically Enduring. This is done through creating and recreating a system of form, colour, material and construction of a product.

In terms of graphical user interfaces, it also applies to create a logical flow of information.

97

Functional Aesthetics

Kikkoman

Muji and CD player

Vitsoe

Apple and iPad

606 shelving system

Soy Sauce Bottle After satisfying the

The quiet design of the

Design is configuration of

Styling and differentiation

function, pleasure is in the

CD player has a unique

form, colour, material and

for its own sake is bad for

realm of beauty.

interaction which defines

construction of a product.

users, because it robs the

the aesthetics of it.

Aesthetics (look, feel and

computer from its unique

interaction) are aimed at

identity and reduces it

making user understand

to just another lifestyle

product’s function.

product.

Drive to make beauty as

Iconic objects are like

Aesthetic Decisions

Less style,

a primary function(Kenji

products you’ve seen

Underlying products

more humanity.

Ekuan)

somewhere before,

function (Dieter Rams):

but have not. (Naoto Fukasawa)

Page number

98

23

29

41 45 47

56

71 78

6.3 Functional Aesthetics

Points to consider Aesthetic decisions are justified by an understanding of product’s purpose. First establishing the logic and the function of any creation one can then strive towards beauty as a function of need.

99

Multiplicity

Kikkoman

Vitsoe

Muji and CD player

Apple and iPad

606 shelving system

Soy Sauce Bottle Soy sauce is used to

By maintaining consistency

One part of the system

Customisation through

flavour many ingredients.

across more than 7000

catering to multiple needs.

screen content, iPad goes

Its multiplicity lies in its

products, Muji satisfies

Shelve can be arranged and

beyond a device to become

flavour. Similarly, the clever

different set of functions

re-arranged to suite the

the application it runs

design of the cap gives

over time.

functional need of a user or

outmost control to user

changing environment.

over the amount of soy sauce one pours

More function is better

Muji is an experience of

Order, proportion, Balance

Focusing on really

(Kenji Ekuan)

the world which co-exists

and Harmony (Dieter

important aspects

together.

Rams)

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100

24

31

42

55

78 83

6.4 Multiplicity

Points to consider Functional multiplicity talks about how a single device or an artefact or an application can integrate multiple functions together to give an enduring interactive experience. The continuity in experience comes from the fact that user can find multiple uses of the same design.

101

Adaptability

Kikkoman

Muji and CD player

Vitsoe

Apple and iPad

606 shelving system

Soy Sauce Bottle Soy sauce and the bottle

By re-adjusting the same

Accommodating changes

By not changing the

both adapt to the usage

products for the context of

in the product without

physical form of the iPad

practices in the Japanese

use over a period of time,

altering the aesthetics

over several generations,

culture. Non-cluttered,

makes product adaptable.

makes the shelving system

iPad’s defined perception

understandable aesthetics

endure time with added

has a consistency in it.

of the bottle makes it

benefits for the customer.

ultimately adaptable.

Ultimate Adaptable of

Readjusting things

Innovations are necessary

Understanding user

product in terms of time,

for evolution (Naoto

for a product to continue

emotionally, designing

quantity and quality

Fukasawa)

to be considered a good

objects which define users

design. (Dieter Rams)

perception.

Page number

102

25 27 31 33

43 45

52 57 62 63

73 81 82

6.5 Adaptability

Points to consider Ultimate adaptability ensures that the Aesthetics of the product does not just stay as it is but evolves over time by adapting to changing user behaviour, changing technology and context of use.

103

104

Chapter 2: Exploration

105

106

7. Strategic Ideas for ‘Aesthetic Consistencies and Continuity’

Exploration chapter examines

Because of the time constrain for the

the defined framework of ‘Aesthetic

exploration chapter, these ideas focus on

consistency and continuity’ to create

incremental change to the tablet in terms

a strategic approach in a chosen case

of look, feel and interactive behaviour.

exploration. It is necessary to be able

In the following sections, from 7.1 to

to put the learning from inspiration in

7.5, ideas are generated based on each

practice to ascertain the usefulness of

principle.

the framework. The main aim of the

There are challenges in establishing

exploration is to create alternative

tablet as a utility device in India. These

ideas. Exploration is necessary to create

challenges are briefly mentioned in the

alternative solutions. (Daniel, 2008).

following sections.

The main objective of the exploration chapter is to try and create ideas for a tablet devices aimed at Indian consumers.

107

1. Internet Usage in India In India, the availability of large

capture the market. What happens when people start discarding all these devices?

screen touch devices (tablets) at an

Among many reasons for the replacement

affordable price is driving the growth of

of these devices, lack of attention paid

the tablet market. The Tablet market is

to the design might become one of

expected to grow and revolutionise the

those reasons. This poses a monumental

service delivery for education, healthcare

challenge in the management of the

and governance in India (EconomicTimes,

life-cycle of the tablets. India has one

2012). In India, only 10% of the

of the biggest non-formal recycling

population has access to internet.

sectors. With 95% of the recycling of

More than 60% of the users access

e-waste is done by means of non-formal

the internet over mobile phones. An

recycling; these methods of recycling are

access to internet to next million users

un-organised and are hazardous for the

is a huge opportunity. Affordable tablet

environment as well as for the workers

computers will have a lasting impact on

who work in these recycling businesses.

the interaction between the users and

The most dangerous act of recovering

internet based services. For many Indians,

metals from Printed Circuit Boards is

tablets would be the first computing

performed by out dated methods. These

and internet device. This opens a huge

methods are hazardous for human

opportunity for defining what tablet

beings. A design solution taking care

means for users.

of these issues is a need of an hour for Indian tablet market (e-waste).

2. Generation of e-waste It is predicted that by 2015-16, 7.3 million tablet devices would be in use in the Indian market. Looking at the

3. Establishing a third personal device Touch screen mobile devices are

current trend, most of these devices

becoming a primary mode of mobile

would be cheaply assembled devices by

operating interfaces. Tablet market is

manufacturers whose sole intention is to

growing in India. Indian consumers

108

are aware of personal devices such as television and mobile phones. Consumers

This is done by following four key steps.

know their practical usefulness and benefits. The challenge here is to

1. Key observation from the inspiration

establish a touch device such as tablet,

chapters as well as key observation from

as a utility device which can bring

the Indian context.

Observation

benefits for users. Tablet has not yet been established as a personal device in India.6

2. Actionable insight.

Insight

Hence to address this challenge the exploration part of the thesis is focused on tablets for

3. Ideas and their representation

Idea

India.7

For each principle, strategic ideas

4. Benefits and further investigation

Pro-Cons

are explored for the tablet computers in Indian context. Strategic ideas are those ideas which bring distinctive and desirable benefits to customers, which can be applied to different applications, product generations and businesses.

6 Refer to Appendix

(Prof. Peter McGrory)

1.2 Meaning of the product interaction 7 More background research can be found in Appendix 1.

109

7.1 Design as part of a large system

7.1 Design as part of a large system

As stated in the section 6.1, creating a design which is part of a larger system

8 Refer to

observation also came from author’s personal experience from day to day life.

brings sustainable benefits for the business as well as users.

Appendix 2 – HUX study for more information

From HUX study

8

1. Tablet users perceive tablet as easy

7.1.1 Key observation Most of the key observations came

to use device and features of different software on the tablet as an important

from a quantitative study conducted in

aspect of tablet, they do not rate it the

India in collaboration with designaffairs

highest in comparison with other factors.

Gmbh. This study was focused on the

2. Perceived usefulness of these

perception of the existing customers

features is very important in order to

about tablet computers as a product

achieve best user experience on a tablet

category. This study is called HUX

device.

(Holistic User Experience). Few

110

Observation

Insight

Idea

Pros-Cons

2. This application can act like

7.1.2 Actionable Insight 1. The observations signify the

a platform which can open new opportunities for tablet business

ambiguity about the overall utility of the

to expand beyond a multimedia

tablet computers in the minds of users.

consumption device in to service delivery.

2. Rooted in the context, the design of

Research shows that localized small-

tablet has to be part of the larger context

medium scale grocery stores are preferred

in which it will be used.

by customers for their nearby locations and variety of choices (Goswami &

7.1.3 Idea Instead of creating just another touch

Mishra, 2009, pp. 127 - 143). Tablet can act as a location aware computing device

device which focuses on Multimedia

which can connect and create a network

Consumption as the primary mode of

of small-medium scale grocery retailers

usage, using background research and

in a particular city.

quantitative research, a new strategic position of tablet computer can be defined for the future.

There can be three types of users of the tablet in the system: 1. Small-Medium Scale Retailers

By taking advantage of tablet’s portability and use it to run an application focused on a business area;

2. Customers who buy from these retailers.

the idea is to create a locally aware application for small-medium scale grocery retailers in the city for their

3. Suppliers to these small-medium scale retail shops.

daily business and customer interaction.

This gives two kind of benefits for tablet manufacturer.

1. To associate Tablet computer

Using tablets as their exclusive data entry tool as well as an interactive tool to communicate with their suppliers as

with useful application provides a good

well as customers, small-medium scale

recognition for business.

retailers can benefit largely with their

111

Figure 40

customers. Refer to figure 40.

An application dedicated to specific

will largely benefit from such a service targeted at tablets. Benefits come from

small-medium scale grocery stores in

the fact that the right information is

urban Indian cities called ‘Seva’ (meaning

delivered to retailers and customers

Service) could be developed to root the

at the right time. By establishing

design of tablet user experience in to the

relationships which are largely

context.

appreciated by many peple in India. This software platform will benefit grocery

7.1.4 Benefits for the customers 1. Retailers as well as their customers

112

store customers to make wiser choice as well as increase business for retailers.

Observation

Insight

Idea

Pros-Cons

Similarly, the integration of the tablet

Following the principle of ‘design

in the large network of retailers would

as part of a system’, one needs to

definitely influence the interactive

investigate further and establish an

behaviour of the tablet in the future.

environmental conscious mind-set for

Benefits for the business that

manufacturing of tablet, as well as the

produces such tablet device:

resources used to create the service-

1. The major benefit will come from

system.

tapping the unexplored market of service delivery using tablet device as a retail

3. Carefully branding the application

access point. Similarly, application ‘Seva’

as a platform and tablet as a consumer

will largely differentiate the tablet for

device at a right price point is the key to

retail with other tablet devices which

make the brand desirable and distinctive.

9

target only media consumption. This

The business philosophy has to merge

is one of the ways to make semantic

with the brand philosophy to make the

association of tablet with a localised

brand sustainable.

service network of small-medium scale retailers.

As explained in the section 6.2, this principle is fundamentally taking diverse

2. Depending on the feedback from

elements and unifying them in a format

users, tablet manufacturer can tap in to

which is understandable by the user of

more local service deliveries.

the product.

7.1.4.1 Proposals for further investigation: 1. Need for further implementation and iterations to enter the tablet market in India.

2. Need to establish a product lifecycle management

113

7.2 Unifying elements

7.2 Unifying Elements

7.2.1 Key Observation Unification in diversity can be

around acoustics and providing relevant cues in design to suggest the quality

achieved through creating and recreating

of the interaction can create a unified

a system of the physical form, colour,

experience for tablet users.

material and construction of a product.

This is also done through combining most diverse elements together which have the same essence.

7.2.3 Idea The idea is to integrate the relevant information in to semantically arranged categories which are intuitive to use.

7.2.2 Actionable Insight Combining relevant information on the

Hence continuing with the Tablet device focused on ‘Small -medium scale

screen at one place can generate better

retailers’ several ideas are explained in

interactive behaviour with the screen and

this section developed encompassing

information. Similarly, designing a tablet

physical tablet interaction as well as the

114

Observation

Insight

Idea

Pros-Cons

Figure 41

software interaction.

The category of the grocery is

information relevance. Each square box gives overview of most important category

displayed with the relevant information

of product, its price and notifications from

for the ‘Small -medium scale retailer’.

customers who have ordered that category

In a typical grocery shop, there are

of product and a due visit of a supplier.

numerous ingredients. It is a complex

For example, as shown in the figure 41,

process to keep track of all those

‘Grain’ box shows relevant grains and its

ingredients. Authors experience as a

information in brief.

native designer helped here to define the

115

Figure 42

Ones, user taps the box on, a new horizontal box opens up. In this box

navigate back to previous page.

2. Rather than gathering every

information is arranged as per the

setting of the application in one place,

category of the product. The focus is on

pop-up distributes the settings of the

unifying the most important information

applications, to relevant places.

in the confined space. This information consists of a particular grocery item from the category, the customer orders and supplier visits to the shop.

A pop-up Menu is used for editing

7.2.4 Benefits for the users The integration of supplier – customers – goods might help smallmedium retailer track their business

specifics about groceries. It creates a

efficiently. For example: An order

friendly way of navigating through large

from customer for ‘X’ type of item will

data.

directly update the inventory and show if

Pop-up menu can be beneficial for two reasons.

1. By not leaving the page, the anxiety

necessary the most favourable suppliers in the list.

For customers, they can always stay in

of the user can be minimised. By keeping

touch with day to day grocery shopping.

previous page visible; pop-up provides

For these customers, the tablet can

a visual cue for user which help them

become a touch point for a localised

116

Observation

Insight

Idea

Pros-Cons

service delivery.

Benefits for the business that produces such tablet device : Concentrating on a single device with a consistent interactive behaviour for a

in order to prepare the application. One needs to verify if ‘Unification in Diversity’ makes the tablet’s interactive behaviour intuitive and flow of information easy.

Aesthetics are a configuration of

particular but vast group of customer

form, colour, material and proportions.

would help establishing the tablet device

Aesthetic decisions are justified by an

in the market for short term.

understanding of product’s purpose. First establishing the logic and the function of

7.2.4.1 Proposal for further

any creation one can then strive towards

investigation

beauty as a function of need. (Section

Using design research and prototyping

6.5)

methods, understanding of the smallmedium scale business needs to be done

Figure 43

117

7.2 Functional Aesthetics

7.3 Functional Aesthetics

7.3.1 Key observations 1. The perception of smoothness in

7.3.2 Actionable Insight

Tablet device, regardless of

the interaction of the device is directly

specific user, if personifies the good

related to the performance and material.

acoustic quality and smooth interaction,

This indicates that the look, feel and the

it could give distinct benefits for business

interactive behaviour is interconnected in

as well as users. It can be a major

the tablet which can provide a delightful

differentiation factor which has roots in

experience for the user.

the perception of the users.

2. Similarly, acoustic is one of the major influential factors observed in the HUX study. It influences the overall smoothness of the interaction as well as perceived performance of the device.

(HUX 2012)

118

Observation

Insight

Idea

Pros-Cons

7.3.3 Idea 1. Physical form factor: To personify the acoustic of the tablet in physical form, which influences the perceived performance of the tablet, the idea is to embed cues of sound in physical form.

By adjusting the speakers at the exact intersection of the concentric holes, it naturally paves a way to give a form to the tablet itself.

Accordingly, rounded corner of the tablets are defined.

Figure 44

119

‘Seva’ logo is essential to differentiate tablet with other devices.

2. Volume control interactive behaviour: iPad from Apple computers, has established itself as a central member 10

of the semantic space in the tablet

More can be found

computers10. Hence forth, to differentiate

in the appendix

the new design of the tablet, one must

section called ‘meaning of the

embed contextual cues which matter to

product’.

the users.

Figure 45

120

Observation

Insight

Idea

Pros-Cons

A capacitive touch button can be installed exactly at the curve on the speakers. It semantically connects speakers and the volume control to create a new form of interaction. This interaction of controlling volume is derived from the old wheel based volume control interaction on the radios or taperecorders.

Figure 46

121

Figure 47

The front of the tablet form factor has two functions 1. The white border holds the screen giving feeling of durability to the user.

Dimensions of the tablet: Screen size: 200mm X 150mm Reasons: 1. One hand has to hold the tablet and

2. The curved surfaces on the four

other should operate. Without excessive

sides help user to navigate through the

use of the elbow which can be irritating

content of the screen by swiping it across

for the user, he or she should be able to

the surface of the screen.

operate the touch buttons on the tablet.

122

Observation

Insight

Idea

Pros-Cons

Figure 48

2. The volume button should be within the reach of the palm. The 50th percentile of the hand length is 180 mm.

(Debkumar) 3. 3:4 ratio is one of the ideal ratio to view multimedia as well as application content.

Red line on one corner is very

significant. It has two proposes to be there.

1. Most of the time, tablet is used from the front view. Red line on the corner helps user to locate the volume button.

2. Red line also dictates the orientation of the tablet.

123

The surface joints are a very important aspect in the tablet form as the reflection of the light can change the look of the tablet. The smaller the radius the cutting edge the device looks. Radius of 1.25 mm was chosen so that the device maintains its smart look without looking cutting edge in terms of technology.

Figure 48

The assumption is that, the first time buyers of the tablet would resist to buy the tablet if it looks too cutting edge or smart which might be the concerned for many first time buyers.

Figure 49

124

Figure 50

3. Digital interactive behaviour ‘One canvas’ interaction is a simple

efforts in remembering the flow of information. Moreover, when needed

idea where the steps to get in to an

a pop-up menu can be used to cater

application are minimised by keeping

to more specific information. This idea

the application on same surface.

though not new, can create a easy to

Metaphorically it can be referred as ‘One

use user interface especially for small-

canvas’.

medium scale grocery retailers who

One canvas interaction has to be developed in order to minimise the

might spend most time with such a user interface.

125

Figure 51

Using the animation principles

dimension of the first finger for the

(Lasseter, 1987), this interaction can

Indian consumers (95th percentile).

be made to look smooth impacting the

(Debkumar)

perceived performance of the device.

The swiping gesture hence is included in the physical form of the tablet by

7.3.4 Benefits for the customers

Simple, intuitive and easy to

giving the form tapering edges. For

use interface are the benefits for the

the ease of swiping gesture, the area

customers. The pop-ups could be an

surrounding the screen has to be around

easy way to recognise and associate

15-18mm which is an ergonomic

information semantically.

126

Observation

Insight

Idea

Pros-Cons

Benefits for the business that produces such tablet device

In long term, if executed

Further investigation needs to be done in order to implement this interaction done by trying to unify the information

canvas interaction can be leveraged to

in order that it appears on the screen.

make it in to a platform. The continuity

Prototyping the idea of treating screen

in the interactive behaviour will create

as a canvas which user can drags and

an association with the users. Moreover,

interact with it and test it if it actually

if improved in coming generations of

works or not.

recognisable with the business brand.

study in Appendix

idea in reality. This investigation can be

correctly, the strategic approach of one

the product, than discarding it, it will be

11 Refer to HUX

Functional multiplicity is about how single device or an artefact or an application can integrate multiple

Proposal for further investigation In the due course of the ideas, materials and manufacturing processes were not explored in creating ideas

functions together to give an enduring interactive experience.

More functions the better is the philosophy behind this principle.

which in further studies can be explored in detail. Hence the parting line is not shown in any of the ideas which depend on the manufacturing process and material or composite of which the device is made of. Further investigation should be carried out keeping in mind that in India, though people perceive tablet as an easy to use device11, tablets which have materials which take away usability concerns are perceived positively.

127

7.4 Multiplicity

7.4.1 Key observation:

When one part of the system

interface of the application, one can also maximise the functional usage of

caters to the multiple needs, user finds it

it. It might be helpful for users to get

easy to interact with the product hence

accustomed with the interface over a

forth uses it for long time. In the area

period of time.

of tablet, the functional multiplicity

7.4.3 Idea

is already achieved by number of

Areas can be assigned in an

applications the screen can display with

application for multi-functional purposes

which users can interact. Fundamentally

such as displaying relevant information

it is providing more functions to a tablet

about the application, user etc.

computer.

The highlighted area is very important for the layout of the application for two

7.4.2 Actionable insight:

128

reasons

By embedding cues in the

Observation

Insight

Idea

Pros-Cons

Figure 52

1. It is an area which can be used to

cluster of information. The continuity of

display relevant information irrespective

the interaction is also possible once the

of where the user is in the application.

areas, where the particular information is

2. It acts as a visual holding point

found, are established.

providing necessary visual harmony.

7.4.4 Benefits for the customers

By consistently using the

same layout system for the applications, users will be at ease to navigate through

129

Benefits for the business that

involves participation of the stakeholders

produces such tablet device

as well as planning for the functional

Aesthetic continuity of the

application could be beneficial only if applied over the platforms. This

multiplicity from the beginning of the business establishment.

Referring to section 6.3, Ultimate

current idea explores the application

adaptability indicates the adaptability

for managing grocery store supplies,

of the designed artefact over a period

customers and inventory. Consistency and

of time. The ultimate adaptability

continuity has to be maintained for the

establishes the designed artefact as an

applications across the platforms which

enduring entity over time.

can be expanded in future depending on different business factor as well as the successful implementation of the design.

7.4.5 Proposal for further investigation

There are lot of opportunities

where further investigation needs to be done in order to leverage the functional multiplicity of the application as well as the tablet. The success of the ‘Grocery Service delivery platform’ depends largely on partners and stakeholders such as small-medium scale retailers across a particular city. With the implementation of the idea, business can benefit largely by creating value for all entities involved in the business and service. (Zott & Raphael, 2010) This

130

Observation

Insight

Idea

Pros-Cons

131

7.5 Adaptability

the interaction is closely associated with

7.5.1 Observation:

Advancing innovations in a

the ‘Tablet Device’ itself.

The adaptability of the physical

product evolve design over a period of

product as well as software needs to be

time. Advancing innovations indicates the

considered in order to keep up with the

adaptation of the artefact (digital and

change in technology over a period of

physical) to its changing circumstances

time.

and user behaviour over a period of time.

7.5.3 Idea

7.5.2 Actionable insight

To make design adaptable, it

By keeping tablet device up

to date with software and hardware, it

has to be relevant over a period of time.

needs to readjust itself in one form of

The application for ‘Small- medium scale

new technology as well as the use of it.

retailers’ named ‘Seva’ in near future can be turned in to a platform associated

This can be accomplished by

generating the vision for the tablet

with ‘City Specific Service Delivery’ where

132

Observation

Insight

Idea

Pros-Cons

Figure 53

device as ‘a service delivery tool’ and

look, feel and interactive behaviour of it.

following it rigorously on two levels.

Advancements in the Device The device can be upgraded with new

Advancements in the System The system is contextual and limited

and latest software features that strictly

to cityscape. Ones it is accomplished,

should incorporate the user insights of

the system then cab be expanded to

the usage of the tablet. The physical

have a more role in the nearby areas

device can be upgraded over a period of

service delivery such as ‘Heath care’ or

time, if necessary without changing the

‘Education’. The idea is that taking the

133

same components of the software, the

could create monetary benefits as well

business could be expanded to increase

as customer loyalty (Scott, Jeff, & Linder,

the market for tablet as a ‘service

2005).

delivery tool’.

By changing the thickness of the tablet over a period of time, consistency

7.5.4 Benefits for Users

Users of the tablet are likely to

in look and feel and continuity of interactive behaviour over a period of

benefit from the local services delivered

time can be achieved. This also brings a

to them through tablet computer. The

strong brand value to the business where

immediate beneficiaries are the small-

customers can associate the tablet with

medium scale retailers as well as the

‘Seva’ as a brand.

suppliers. The secondary immediate beneficiaries are customers who can

7.3.5 Proposal for further

browse nearby local shops and establish

investigation

a contact.

Brand is built on design.

Perception of design is directly associated

Benefits for the business that

with Materials, performance of the tablet

produces such tablet device

and utility of the software12. This needs

Ones the platform is successful and running, it will be hard for other tablet

to be considered while adapting the tablet for future.

manufacturers to copy it. This will benefit financially and create a desirable and sustainable brand for the tablet.

Priced at a right price point, the business can capture value and make profit. With right business model, which captures value network in form

12 More details

of product-service flows and customer

can be found in appendix 2.

relationships through localised service

134

Observation

Insight

Idea

Pros-Cons

135

136

8. Conclusion

This final section briefly restates

period of time. This aim was achieved by

the objective of this thesis work and

analysing four different products which

reviews the methodology of the work.

seem to have established a certain degree

Furthermore it also includes summary of

of consistency and continuity in their

the result and further discussion.

look, feel and interactive behaviour.

Thesis objective

Review of methodology

As stated in the section 2, the aim

Through background research, from

of this thesis work was to find out if

section 1.5, a basic framework for the

a certain degree of consistency and

study was developed. Through this

continuity in the aesthetics of the

framework, case studies of the chosen

product or family of products could

products were carried out for the

prove to be strategically significant for a

purpose of the research. This research

company or a business over a prolonged

was primarily focused on the look, feel

137

and interactive behaviour of the product

to last longer. It has been in production

combined with its service-system. The

since 1961.

research was an attempt to have a deeper understanding of 1. The philosophy of the designer and the business.

2. How that philosophy is turned in

Kikkoman Soy Sauce bottle Similarly, the philosophy of Kenji Ekuan (Section 2), who has designed the Kikkoman Soy Sauce bottle, is a key

to a tangible outcome in the form of a

factor for the aesthetics of the bottle.

product.

Here the culture in which this bottle is

3. How influence of technology and

used and the understanding of the nature

service over a period of time affects

of the ingredient, ‘Soy sauce’ gives the

the product’s look, feel and interactive

bottle its long lasting aesthetics.

behaviour.

4. How service influences the aesthetics of the product.

Muji CD player In case of Muji, the core values of the Muji business make sure that

Research Findings

In all the case studies, the

the products designed as part of Muji business bare a certain consistency

analysis of product service-system gave

and continuity in its aesthetics. This is

a strong evidence of use of an aesthetics

evident in the Muji CD player (Section 3).

being strategically significant for a

Designer’s philosophy aligning with the

company or a business over a prolonged

philosophy of the brand is a core reason

period of time.

for the CD player to be part of Muji’s product portfolio.

Vitsoe In case of Vitsoe 606 Shelving System (Section 4), the remarkable focus on

Apple and iPad Apple’s iPad is a core example of how

the users and ethos of the company has

service-system supports a product for

made it possible for a shelving system

long time. iPad is a manifestation of

138

the philosophy ‘Less style, more human’

their products aesthetic endurance. This

(Section 5).

product endurance proves to be of a

Each case study was followed by

strategic significance for the business.

the conclusion of the study, in form of five different points. The similarities between those 5 different concluding

Research result assessment Below is an assessment of the

points were highlighted at the end of

framework done using Core competence

chapter 1. The summary of the research

criteria (Prahalad & Hamel, 1990).

was comprised in to five main principles of the framework called ‘Strategies for Aesthetic consistency and continuity’.

Through the entire research of the four products, their service-system; 5 principles emerged through the research which is mentioned below. These five points can be summarised as follows 1. Design as part of a large system 2. Unifying elements 3. Functional Aesthetics 4. Multiplicity 5. Adaptability All the products and businesses analysed in the case study, seem to have a certain degree of consistency and continuity in their aesthetics. These products, knowingly or unknowingly, have used these five principles effectively over a prolonged period of time. The result of using these principles gives

139

A product or range of products design as part of a larger system Significant and perceivable Customer/

It takes away anxiety from user. It

User benefits.

provides sense of harmony to users by balancing physical impact on the environment as well as psychological impact on people. It also ensures products function, utility and un-wanted break ups.

Applicable Across Platforms

Brings a certain degree of aesthetic consistency and continuity. This is the system which is applicable across platforms, applications, products and could even be applied in different markets.

Hard to copy or imitate

The interactive behaviour of an individual product is easy to imitate but an interactive experience of product/ products designed as part of larger system becomes hard to copy.

140

A product or range of products designed by unifying elements Significant and perceivable Customer/

Sense of order and effective arrangement

User benefits.

unifies every element of the product. This makes product/ products understandable, comfortable and brings clarity to users.

Applicable Across Platforms

To achieve this clarity, this has to be applied across platforms, different products.

Hard to copy or imitate

If not applied across platforms, it is easy to copy or imitate by businesses.

141

A product or range of products designed for functional aesthetics Significant and perceivable Customer/

Look and feel of the product or family

User benefits.

of products communicates its function.

After satisfying the function, user benefits from the pleasure in the interaction with the product itself.

Applicable Across Platforms

To achieve sustainable benefits for customers, functional aesthetics has to be applied across platforms.

Hard to copy or imitate

Unless patented, it might be easy for competitors to imitate and ripe immediate benefits of this principle rather than sustainable benefits.

142

A product or range of products designed for multiplicity of its functions Significant and perceivable Customer/

Look and feel of the product or family

User benefits.

of products communicates its function.

After satisfying the function, user benefits from the pleasure in the interaction with the product itself.

Applicable Across Platforms

To achieve sustainable benefits for customers, functional aesthetics has to be applied across platforms.

Hard to copy or imitate

Unless patented, it might be easy for competitors to imitate and ripe immediate benefits of this principle rather than sustainable benefits.

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A product or range of products designed to adapt over a period of time.

Significant and perceivable Customer/

By adapting to the time, product

User benefits.

advances itself to suite the changing customer needs. It benefits customer by strengthening strong bond between customer and product.

Applicable Across Platforms

As products adapt, the system, platforms and business needs to adapt over a period of time.

Hard to copy or imitate

Adaptation becomes hard to copy as product accommodates new features over a period of time, other businesses might struggle to imitate the same adaptation.

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In chapter 2 ‘exploration’, set of concepts were developed based on the

advantage over other tablets.

Similarly, the form of the tablet

principles distilled from the chapter

concepts mainly focuses on the

1 ‘inspiration’. These concepts were

manifestation of the sound in the tablet.

of strategic significance and were an

The user interaction is focused on an

exercise meant for creating design

application for small-medium scale

alternatives for the ‘tablet computer’

retailers.

based on Indian consumers. These concepts were developed on the basis of a quantitative study of current

Discussion The strategic framework distilled from

perception of Indian consumers about

the empirical research from exploration

tablet computers. For this study of Indian

chapter has inherent weakness as well

consumers, firstly a strategic tool called

as strength. The weakness is in the

Holistic User Experience (HUX) was used

fact that principles of the framework

in collaboration with designaffairs GmbH,

does not pin point the path in which

Munich. Summary of this quantitative

each principle could be implemented in

result is as follows

practice. But the fact that it is not a step

1. Indian consumers perceive

by step map of implementation means, its

usefulness of the tablet computer but

dynamic nature might become helpful in

there is an ambiguity in the use of the

developing products and services for any

tablet in the local context. This is due to

business.

lack of local adaptation of the tablet.

2. The Tablet’s perceived sound

The ‘Exploration chapter 2’ on tablet computers for Indian market is focused

quality is directly related the perceived

on Small-Medium Scale retailers. The

performance.

decision to focus on ‘Small – Medium

Hence, to give tablet a strong context

scale retailers’ for the implementation of

of use, the ideas were explored from

the derived framework in user interface

the context of the small-medium scale

could have been researched more,

retailers. This might give tablet an added

given more time. Due to lack of time

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and resources (Actual research on how retailers manage their shops currently), the exploration chapter provides scattered ideas which are incremental than innovative. Hence the ‘Inspiration chapter 1’ remains the strongest in the thesis work.

Further investigation must be carried out in practice, in order to implement the framework successfully and assess its usefulness in practice. This investigation has to be carried out by actually designing a product or set of products based on a company or business ethos. In the exploration chapter, the ‘Aesthetic consistency and continuity’ framework helped to stay focused on the manifestation of the given principle.

Without the understanding of the principles, the ideas would not have emerged as they are. There is a utility value of the framework but without action and use of existing design methods to actually design the product and services, it might be of less use.

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Appendix 1 1. Touch Devices in India

Mobile devices have become a common tool of communication among most of the Indians.

There are 908.36 million mobile devices operating in the country according to latest report from the government. The number of devices are around 75% of the total population of India. Touch based input method in recent times has become a reason for the paradigm shift which is happening at the moment in mobile based communication. Like in the rest of the world, first successful touch device introduction in India marked Apple’s entry in to the phone market. After an entry of the iPhone, many Chinese manufacturers and local players have entered in the mobile market capturing a significant amount of market share in mobile devices. The entry of iPad in the late 2010 marked the beginning of a new category of device which has a large touch screen than mobile device. Sooner this device became popular among Indian first buyers. Today the sale of large screen touch devises known as tablet

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computers is surging high. 40% more devices will be added to the existing tablets in next five years.

Though in statistical terms this 40% growth is important, there is lack of design research data on the usage of these tablets; current usage as well as future possibilities of the usage. The implications of look, feel and interactive behaviour of these devices (Aesthetics) will be decisive in the future. The design of these tablet computers will mould the next computer interaction by empowering people my means of technology.

1.1 Background study for Touch Devices in India

Large screen touch devices have become important worldwide after the launch of iPad

by Apple computers in 2010. This original device crafted its own category. After iPad, there are many manufacturers who followed Apple to grab the ever increasing market share for these devices. These tablets are aimed at consumption of digital content. These tablets are focused on browsing internet, watching videos and listening to music. Over the last two years, these devices are endeavouring in to creation of content such as editing movies, creating songs and mixing them, using tablet for editing photos and so on.

1.1.1 Internet Usage In India, the availability of these tablet computers at an affordable price is driving the growth of the tablet market currently. Tablet is expected to grow and revolutionise the service delivery for education, health care and governance in India. (http://ncnonline.net/index.php?option=com_content&task=view &id=5384&Itemid=49) In India, only 10% of the population has an internet access. More than 60% of the users, access internet over mobile phones. This strongly indicates that the tablet computers have a lasting impact on the interaction with the internet based services for most consumers. For many Indians, tablets would be the first computing and internet device that they will use. This opens a huge opportunity for design.

1.1.2 e-waste By 2015-16, 7.3 million tablet devices would be in the market. This possesses a monumental challenge in the management of the life cycle of the tablet computers. What happens when people start discarding all these devices because of various issues including poor quality of design? India has one of the biggest unorganised recycling sectors. With 95% of the recycling of e-waste is done by

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Figure 54

means of non-formal recycling. These methods of recycling are unorganised and are hazardous for the environment as well as for the workers who work in these recycling businesses. The most dangerous acts of recovering metals from Printed Circuit Boards by out dated methods which are practiced in these recycling centres. A design solution taking care of these issues is a need of an hour for Indian tablet market. (http://www.slideshare.net/kingkhan4ever/e-waste-14093397) 1.1.3 Current competition Currently there are more than 160 tablet devices in the market. Most of the devices are operate using Google Andoird operating system, an iPad from Apple Computers which runs iOS and few blackberry devices operating Blackberry OS. There are few contextual applications which are provided by the manufacturers to lure the customers like applications to find jobs, some music applications and travel applications and so on. Figure 54 shows the number of tablets available in 2011. The data shows that 67% users use tablets on wi-fi connection to access internet. This might be due to lack of infrastructure in cities giving 3G network or the expensive data plans for the high speed internet

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on 3G network. Most of these devices are in and around a range of 10000 Rs (144 euros). The sudden galvanised public interest came after government announced a tablet specifically aimed at education in India partnering with Indian owned Canada based firm and Government sponsored technological universities. This tablet is called ‘Akaash’ ( Translation from Hindi - Sky). This low cost tablet is considered to be the cheapest tablet in the world.

1.2 The meaning of product and interaction:

New product ideas continue to shape modern life. New category of device like iPad from

Apple has influenced all the category of devices which have come later than iPad. As the acceptance of iPad grew in customers, it shaped the perception of customers and soon it became a new category of device. Hence iPad dominates the semantic space created by it for the device. As explained by U A Athvankar (1990) in The structure of semantic space, in the case of iPad, the other products who entered later than iPad are all forced to follow the semantic space created by iPad. This new category of device has yet to establish itself as another personal device in India. Moreover, Indian people know the use of personal computer as well as personal mobile phone in terms of the necessity and the benefits, which these devices give to the user. Though it is a typical scenario in a family where the gadgets are shared in the family like television sets and mobile phones, devices like iPad are not yet known for their usefulness among large population.( http://research.microsoft.com/en-us/people/ nimmir/uxtv2008_paper.pdf) This puts forth an opportunity for designers to shape people’s perception about tablet device which has yet to establish itself in India as a personal device.

1.3 Challenges in the interaction:

There are two core challenges in establishing tablet computers in India. First is lack of

necessary infrastructure for wireless content delivery on tablets and necessity to have a personal computer for the transfer of digital content on tablet for consumption.

1.3.1. Lack of infrastructure:

3G data delivery was recently introduced in India. It is to be noted that it is currently

available in selected cities only. Though the availability of this high speed data connectivity is there in the city, the data plans are still expensive for people to buy it regularly. In India, most of the mobile connections are pre-paid meaning many individual buy minutes on credits.

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1.3.2. Necessity to have a personal computer: For the consumption of the media, as the network is not so advanced in many parts of the India, users have to rely on personal computers for the data transfer. If a user who owns the tablet does not have a personal computer, he or she has to get the necessary media on the tablet through different channels such as cyber-cafĂŠs (internet shops), or friends who own computer. (Citation needed) These challenges need to tackle with short-term and long term solutions.

Appendix 2: 2.1 Quantitative Research

To undertake the research, author established a partnership with designaffaits GmbH, Munich for doing a quantitative research. Due to limited time and resources, the research was limited to quantitative research.

In case of personal device such as tablet computer, it becomes important to know the

context of use, to gain knowledge about the current usage patterns for touch devices in India.

Especially in the case of tablet which is a personal device for people who uses it, they will have a personal bond with it. Therefore, if a design has to build this bond over time, it is also important to understand the current perception of the device in terms of its experience of use. Assessing the perception about a certain category of devices is an important step in making the designed device rooted in the context of use.

2.1.1 Holistic User Experience

Holistic user experience (HUX) is a strategic tool developed by designaffairs a leading design

agency from Munich, Germany to measure User experience holistically. By using this tool one can identify the key product factors which are subconsciously important for user’s experience of a desired product and it measures their relevance in developing new product experiences.

2.1.2 Development of the tool and algorithm:

There are 21 factors which have been identified by designaffairs which make up the base

of every user experience. These factors may vary according to product category. HUX score is the sum of its parts and ability to measure these. This tool called as HUX measures how much each experience

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factor contributes to the overall holistic user experience, depending on its quality.

2.1.3 Limits of the studies: HUX as a strategic tool could highlight the most important factors in the user experience of tablet computers, it was decided that the design decisions will be supported by the findings based the quantitative research done using HUX in India. There are three important limitations which need to be understood before relying on HUX results.

Firstly the highlighted important factors which influence the holistic user experience of the chosen product are not the final result of the study and should not be mistaken as an end in itself. It needs to be understood that it is a strategic tool by which the company or business that employs this tool helps the company decision making process by guiding the investment of their resources in terms of time and money on certain factors. Secondly the results of the tool certainly highlight the most important factors in the experience but it just means that the remaining factors are not as important as the highlighted ones. It does not allow discarding of the non-highlighted factors. The in depth research is necessary to validate and gain more insight in to certain highlighted experience factors. Third limitation is that the results of the HUX algorithm need to be analysed carefully. If not analysed in a proper manner, the analysis could give non comprehensive results.

HUX tool always acts as a compass showing the direction and hence was used to get the basic understanding of the Indian tablet market.

2.1.4 Followed process in HUX: Below explained is the process which was followed during conducting the HUX research in India. This tool uses questionnaire form to get the user insights. After choosing eighteen main factors of HUX by the team at designaffairs, those were then transformed carefully in to a set of statements which are inclined towards a certain opinion. Users who took the survey were asked to rate those on the scale of 1 to 7, 1 being the strongly disagree and 7 being strongly agree.

2.1.5 Generating experience factors – The identified 21 experience factors which are defined by designaffairs through iteration and consolidation with 50 user experience experts are

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Brand, Color, Pattern, Graphics, Packaging, Animations, Screen Content, Material Quality,

Product Image, Ease of Use, Hardware Design, Ergonomics, Mechanical Qualities, Interactivity, Acoustics, Performance, Featureset, Functionality, Service, Taste, Smell.

These factors act as a general guideline and these vary according to product category. In the exploration, as it deals with tablet computers, according to the product category, the factors were changed or replaced by new ones. Particularly, while dealing with tablet computers which is basically a screen based interaction, and has many different functions, it becomes important to choose and change the defined experience factors.

With a strategic team at designaffairs, the factors for tablet computers in India were

decided. Due to the lack of perceived importance of the taste and smell, they were excluded from the experience factor list. Featureset as a factor was replaced with Number of featrures and the funcitonality was replaced with usefullness of standard software feature. This was done to measure percived usefullness of the inbuilt applications as well as hardware and software features combined together. To measure the importance of the applications which user can download and use on the device extra application was added as another factor. Ergonomics was changed in to controls without tiring. This was done to make the term ergonomic more clear to users. So ultimately the factors which which were finalised are Brand, packaging, design, colour, pattern, animation, screen design, material, easy to use, controls without tiring, product mechanism, interaction, acoustics, performance, number of features, usefullness of standard software feature, extra applications.

2.1.6 Generating demographic data: It was also important to generate demographic data from the users who have taken the survey.

Demographic data such as gender, education level, age and details of the tablet computers they use.

This including the operating system and number of family member and how many of them use the same tablet (shared device).

2.2 Analysis and Findings of the Research For the effectiveness of the HUX, large the sample size better are the results. 700 user responses for the questionnaire were approved. Diagrams which were generated by the HUX algorithm were analysed

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Figure 55

using affinity diagram to categorise the data which helps to identify patterns in it. (Shafer, et al. 2005)

Through the analysis, two key actionable insights were finalised and prioritised.

2.3 Usefulness of standard software feature: The usefulness of the software feature, as seen in the figure 56 - second circle from the left, is exactly on the average level in the diagram. Improving this would give a strategic advantage to a business who is aiming for the best user experience.

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2.3 Key Observation HUX: 1. The overall rating of usefulness of the software feature (17) is just above the average rating in the diagram.

2. This factor is most densely connected in HUX diagram shown in third circle from the left in figure 56.

3. The strong link between the material and usefulness of software feature and perceived performance on the tablet.

4. This factor being important factor users rate it on average.

Figure 56

2.4 Acoustic and interaction: There is a strong link between the perceived quality of acoustics and perceived smoothness of interaction.

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2.5 Key Observation HUX: 1. Almost Below average position on Non Linear Representation (NLR) curve as seen in the figure 57, in non linear representation.

2. Interaction strongly influences acoustics, performance, design (young users under 35), Standard Software Features.

3. Perceived Smooth interaction directly influences quality of design and performance of the tablet. Look at the thickness of the connections.

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Figure 57

All figures in this thesis, except those which are mentioned below, are illustrated by the author. The rest, mentioned below are retrieved from Figure 2 : http://www.sydneydesign.com.au/2011/wp-content/uploads/2011/05/10035_kikkomank11555gkn0.jpg Figure 3 : http://images.rakuten.com/PI/0/500/30611289.jpg Figure 9 : http://1.bp.blogspot.com/-5o1HufYmQIo/TkVekEU529I/AAAAAAAACyE/nhif76N4jUk/s1600/Muji_CD_Player_-_2.jpg Figure 11 : http://www.muji.net/ Figure 12 : http://www.muji.net/catalog/pdf/catalog_13ss_kitchen01.pdf Figure 13 : http://www.muji.net/ Figure 17 : https://d2lsod3xpjaepj.cloudfront.net/files/assets/1000/219/sizes/950_2x.jpg Figure 19 : https://www.vitsoe.com/gb/downloads Figure 25 : https://www.vitsoe.com/gb/downloads Figure 26 : http://www.apple.com/pr/products/ipad/ipad.html Figure 27 : http://www.designboom.com/wp-content/uploads/2012/12/apple04.jpg Figure 29 : http://www.designboom.com/wp-content/uploads/2012/12/apple09.jpg Figure 30 : http://www.designboom.com/wp-content/uploads/2012/12/apple05.jpg Figure 31 : http://en.wikipedia.org/wiki/File:Apple_mac_quadra_800.jpg Figure 32 : http://en.wikipedia.org/wiki/File:Power_Mac_G3_AIO_corrected.jpg Figure 33 : Apple innovation scope - Peter McGrory 2012 Figure 34 : http://www.blogcdn.com/www.engadget.com/media/2008/09/ipod-nano-4g08nano_blue-9sep08.jpg Figure 35 : http://www.apple.com/pr/products/itunes/itunes.html Figure 36 : http://www.teknomag.com/media/gallery/2935/apple-iphone-music-coverflow.jpg Figure 37 : http://www.flickr.com/photos/designingwebinterfaces/4340255840/in/set-72157623376852294/ Figure 39 : http://www.apple.com/pr/products/icloud/icloud.html Figure 54 : http://www.convergencecatalyst.com/downloads.php Figure 56 : designaffairs GmbH, Munich Figure 57 : designaffairs GmbH, Munich

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Below given is a survey questionnaire which was used during Holistic User Experience study conducted in collaboration with designaffairs GmbH. Sample size : Out of 700 Users of tablet computers, 196 are Women

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