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Sep 24, 2006

The Four Pleasures: Usability and Beyond - Cambridge, UK

Via Usability News 

Event Date: 11 September 2006 to 11 September 2006
Patrick Jordan will describe a framework for describing people holistically called 'The Four Pleasures'.
Date: Monday 11th September
Time: 6.30 for 6.45
Venue: Microsoft Research, Cambridge
Cost: The event is FREE and you do not need to be a UK UPA member to attend
Registration: Please email cambridge.usability@gmail.com to reserve a place.

Location map and directions: www.research.microsoft.com/aboutmsr/visitmsr/cambridge

An overview:
Products and services should bring pleasure to those who use them and profit to those who create them. To do this effectively they must connect with the consumer in a compelling manner. Effective innovation means designing products that meet both our practical and emotional needs. It speaks to our personalities and values — our hopes, fears, dreams and aspirations. If we are to connect fully with consumers then we have to fully understand them. Having a deep and thorough understanding of people is the key to designing the products and services that people will want to buy and that they will find useful and enjoyable.

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

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

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

Physio-Pleasure: This is to do with the body - pleasures derived from the senses. In the context of products physio-pleasure would cover, for example, tactile and olfactory properties as well as ergonomic issues.
Socio-Pleasure: This is the enjoyment derived from relationships with others. Products and services may help to enhance or facilitate particular social situations and may confer social or cultural status on the user.
Psycho-Pleasure: This type of pleasure refers to people’s cognitive and emotional reactions, including their reactions to the products and services that they use.
Ideo-Pleasure: This concerns people’s values. It is important that the values embodied in products and services are consistent with the values of those for whom they have been designed.

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