Workshop on: “Creating Life Beyond Products”

Location. ICED15 Conference, July 27th-30th, 2015, Milano - Italy
Date. July 27th 2015
Organizer. Monica Bordegoni, Politecnico di Milano, Shuichi Fukuda, Keio University, Japan

Meet at 2.00 PM at the POLIfactory Lab (PoliMI Bovisa Campus – Building B7 - www.polifactory.polimi.it)

The attitude of designers has changed in recent years. They do not only design products that suit the customers, but they also give a new life to products and create a new lifestyle. Emotional Engineering is the enabler of this novel and innovative way of creating products : a novel product is inspired by emotions and elicits emotions. And emotions generate new lifestyle.

Issues related to emotions are closely related to multisensory ways of experiencing products, which are attracting and affecting us as customers and as users as well.

The workshop will host presentations of Emotional Engineering methods applied to the ideation and creation of new products, where multisensory interaction, product experience and novel methods for product innovation are the focus of the design studies. The presentations are aimed to stimulate discussion with the participants.

Four will be the presentations:
  • “Affordance-based design using sentiment analysis of customers reviews” Bernard Yannou, Professor in Design Engineering, Director of Laboratoire Genie Industriel, Design Engineering Team, CentraleSupélec, France
    • “How to Design Products/Service for Sustainable Happiness” Takashi Maneo, Dean and Professor, Graduate School of SDM, Keio University, Japan
    • “Aesthetic design of prosthetic devices”, Stefania Sansoni, Communication Design, Graphic Design and Fashion Design, University of Strathclyde, Glasgow, UK
    • “Affective Virtual Prototypes”, Monica Bordegoni, Professor of Virtual Prototyping, Politecnico di Milano, Italy

This year, the EE-SIG workshop will also host demonstrations of “Emotional Engineering in practice”.

We invite young researchers and PhD students to participate to the workshop and present and demonstrate their EE approach to product design through demonstrations and prototypes.

Please send an email to Monica Bordegoni (monica.bordegoni@polimi.it) if you would like to join the workshop and give a presentation or show your prototypes.

Workshop on: “Emotional Engineering in Digitalizing Age”

Location. ICORD2015 Conference, January 7th-9th 2015, Indian Institute of Science, Bangalore – India
Date. January 9th 2015, 12.00-13-30
Organizer. Shuichi Fukuda, Keio University, Japan

The workshop will be interactive and all participants will be encouraged to express their views on topics relevant for Emotional Engineering.
Following the workshop, the participants’ presentations and ideas will be published and shared with broader community trough the EE-SIG web page.

Presentation by S. Fukuda: “Emotional Engineering: an approach to Reformulate the Meaning of a Product”
Today is called a digital age. Digitalization and discretization are different. Discretization is just to divide the continuum into elements. But digitalization is not just discretization. It reformulates our experiences and provides them with a new meaning. For example, the same musical score can be construed and played in many different ways.
Emotional Engineering reformulates the meaning of a product. Most of the current product designs are based on the idea of transmission. Products are designed in the belief that if knowledge and technology are the same, they work in the same way. But they do not. The same product provides a different meaning by the way how users use it, just in the same way as it happens in music.

Workshop objectives. The workshop will discuss how our ways to interpret our experience, and our ways to interact with the outer world change with emotion. In addition, it will be pointed out that to design a product with a new technology in a new environment, we have to transform our knowledge and experience beyond just their transfers, and provide them with the new meaning through emotional engineering.


Workshop on: “Designing Products for Lifetime Perceived Value?”

Location. DESIGN2014 Conference, May 19th-22nd, 2014, Dubrovnik - Cavtat – Croatia
Date. May 19th 2014

Workshop objectives. Currently, most hardware products are designed for a one-time value. Their values are evaluated at the time of delivery. Hardware is developed to meet the design requirements and it is developed to realize these fixed functions of a final product. And its development is basically one way, or an open loop system.
But software is developed in a very different way, i.e., in a growing function way. Software developers constantly accept feedbacks from their customers and they upgrade their system step by step. This way of incremental improvements allows the customers to get accustomed to the system more easily and get confident in much shorter time. And they can provide better feedbacks, because they become familiar with it. Such lifetime value based product development will develop attachment to the product.
The product lifecycles are getting shorter and shorter to cope with the quick changes and growing diversifications. But if we introduce such a closed loop way of product development, customers will be more attached and affectionate to the products, and they will enjoy using our products much longer.
To such product development in hardware, we could introduce systems approach, where common platform or primary system does not substantially change over time while sub-components are changed from time to time to satisfy our customers more emotionally. This approach to change can be driven by collaborative design decision making processes, or even by new personal design and fabrication paradigms, which would lead to a more democratic view of creative design.
Then, we could reduce consumption of energy and resources and reduce cost, and multiply emotional satisfactions of our customers.

Following the workshop, the participants’ presentations and ideas will be published and shared with broader community trough the EE-SIG web page.

Authors are encouraged to submit papers on Emotional Engineering to the Design Methods conference topic, specifying that the paper is for EE-SIG. Accepted papers will be presented in the Design Methods topic sessions.
In addition, during the EE-SIG Workshop the authors will be invited to present shortly their research and view on Emotional Engineering in order to stimulate the debate. The workshop will be interactive and all participants will be encouraged to express their views on topics relevant for Emotional Engineering.


Workshop on: “Research on Emotional Engineering”

Location. LCPI, ARTS & METIERS PARISTECH, PARIS, France
Date. July 5th 2013 (9.00-17.00)

Workshop objectives. The purpose of this workshop is to debate why emotional enginnering is becoming a growing scientific field for several disciplines (design science, psychology, computer science). The workshop is composed of 2 parts.
  1. First, a discussion about “Why we are pursuing Research on Emotional Engineering” with 6 invited speakers from different sectors : Design, Engineering, Perception and Cognition, Computer Science.
  2. Second, the group will establish a common core of Emotional Engineering concepts. Expected outcomes are that some concepts regarding emotional engineering research will be formalised and that participants will propose a cross-disciplinary vision of these concepts.

Following the workshop, the participants’ presentations and ideas will be published and shared with broader community trough the EE-SIG web page.

Researchers and practitioners interested in the proposed topics are invited to attend the workshop and contribute with their ideas.

Moderator :
Jean-François Omhover, Associate Professor at Arts & Métiers ParisTech

Invited speakers: Topic: Why emotional engineering.
Shuichi Fukuda, EE-SIG Chair, Consulting Professor at Stanford University.
Monica Bordegoni, EE-SIG Co-chair, Professor at Politecnico di Milano.
Carole Bouchard, Professor at Arts & Métiers ParisTech.
Nadia Berthouze, Professor at University College of London – United Kingdom.
Jean-François Petiot, Professor at Ecole Centrale Nantes.
Xianyi Zeng, Professor, ENSAIT.


Workshop on: “Research on Emotional Engineering”

Location. CAD’13 Conference, Università di Bergamo, Italy
Date. June 19th 2013

Workshop objectives. The primary purpose of the workshop is to gather a community of researchers and practitioners from different disciplines and sectors interested in exchanging and discussing ideas and issues about the emerging role of emotions in the engineering disciplines in order to share a roadmap for further researches and investigations in this new interdisciplinary field.
Issues concerning “Research on Emotional Engineering” will be presented by four invited speakers from different sectors : Design, Engineering, Perception and Cognition. Researchers and practitioners interested in the proposed topics are invited to attend the workshop and contribute with their ideas.
Following the workshop, the participants’ presentations and ideas will be published and shared with broader community trough the EE-SIG web page.

Invited speakers:
Shuichi Fukuda, EE-SIG Chair, Consulting Professor at Stanford University
Monica Bordegoni, EE-SIG Co-chair, Professor at Politecnico di Milano
Marco Maiocchi, Professor at Politecnico di Milano
Alberto Gallace, Professor at Università di Milano - Bicocca


Workshop on: “Emotional engineering: new challenge in consumer products development”

Location. Dpt. of Mechanical Engineering, Politecnico di Milano, Italy
Date. November 19th 2012

Workshop objectives. In recent years the production of goods for the consumer market has exceeded that of industrial products. This has led to changes in the domains of design and production. Traditionally, the target users of industrial products (in the Business to Business - B2B market) are industries that decide to purchase a product on the basis of its technical features, functions and performance.
Differently, the target users of consumer products (in the Business to Consumer - B2C market) are the consumers who choose a product driven by other aspects, besides features and functions, such as the perceived value, the expected benefits, the emotions elicited, as well as features and functions.
Consequently, design process, design methods and tools, and design teams require transformational changes. And in fact, the design of consumer products is increasingly focusing on the user experience and emotions elicited. The design team must not only design the product, but also the user experience in relation with its use. The resulting product is expected to have high-perceived value and generate positive emotions in the consumer.
Besides, concepts developed at the beginning of the development process require early evaluation and testing with target users, performed through the use of appropriate and novel methods and tools which are user-oriented and user-centered. All this makes users and their emotions be integral part of the design process.
The primary purpose of the EE SIG workshop is to gather a community of researchers and practitioners from different disciplines and sectors interested in exchanging and discussing ideas and issues about the emerging role of emotions in the engineering disciplines in order to originate a roadmap for further researches and investigations in this new interdisciplinary field The participants’ presentations and ideas will be published and shared with broader community trough the EE-SIG web page.
The invited people are from different sectors : Design methods, Engineering, Design, Neuroscience, Perception and Cognition as well as representative of industrial sectors affected by the topic.

Participants :
Shuichi Fukuda, chairperson of EE-SIG ( Stanford University and ASME-CIE )
Monica Bordegoni ( Politecnico di Milano )
Hideki Aoyama ( Keio University )
Umberto Cugini ( Politecnico di Milano )
Roberto Fedeli ( Ferrari )
Francesco Ferrise ( Politecnico di Milano )
Anne Guenand ( UTC, France )
Marco Maiocchi ( Politecnico di Milano )
Franco Molteni ( Ospedale Valduce – Villa Beretta )
Dorian Marjanovic ( University of Zagreb and DesignSociety )
Paolo Monari ( Pmec-consulting, R&D process )
Marcello Mortillaro ( Swiss Center for Affective Sciences )
Nicola Palmarini ( IBM )
Jean-Francois Petiot ( Ecole Centrale de Nantes )

Interest expressed by :
Don Norman
Clive Grinyer ( Cisco )
Stefano Marzano ( Electrolux )
Massimo Negrotti ( Università di Urbino )