INGREDIENTS OF THE DESIGN PROCESS: GOING THROUGH EMOTIONAL PASSAGE
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Badke-Schaub, P.
Author: Shin, Cliff
Section: Human Behaviour in Design
Conventional design processes have been successful the past decades. As our society becomes faster and more complicated, so customers’ needs are becoming more complex. Discovering insights about those customers has been challengers because consumers want products that are more than just pretty objects. This paper will present a design research method, “Emotional Passage” as a way to access customers’ real emotions and thoughts. The Emotional passage process for design consists of pain diagnosing, metaphor elicitation, proper questioning, and face studying. The paper will explore each component and discuss the reasons behind each component. The paper will illustrate how important emotions are in the design. Also, this paper will present how to implement each component to the different stages in real projects or the classrooms.