PRODUCT REDESIGN ON THE BASIS OF FUNDAMENTAL HUMAN NEEDS BY APPLICATION OF CONTRARY THINKING by Wenyue Wang A thesis submitted to the Graduate Faculty of Auburn University in partial ful llment of the requirements for the Degree of Master of Industrial Design Auburn, Alabama August 2, 2014 Keywords: Contrary Thinking, Fundamental Human Needs, Redesign Copyright 2014 by Wenyue Wang Approved by Tin-Man Lau, Chair, Professor of Industrial Design Shu-Wen Tzeng, Associate Professor of Industrial Design Christopher Arnold, Associate Professor of Industrial Design PRODUCT REDESIGN ON THE BASIS OF FUNDAMENTAL HUMAN NEEDS BY APPLICATION OF CONTRARY THINKING Wenyue Wang Master of Industrial Design, Auguest 3, 2014 (B.S., Shanghai Donghua University, 2011) 120 typed pages Directed by Tin-man Lau Design activity is a process of discovering and solving problems. From the past to the present, designers have already come up with various approaches for research, analysis, ideation development, sketches, model building and nal showcasing. Behind all these design behaviors, design thinking is always guiding and supporting them. Like Herbert Simon in his book The Sciences of the Arti cial stated: Unlike analytical thinking, design thinking is a creative process based around the \building up" of ideas. There are no judgments early on in design thinking. Outside the box thinking is encouraged in these earlier processes since this can often lead to creative solutions. An example of a design thinking process could have seven stages: de ne, research, ideate, prototype, choose, implement, and learn. Within these seven steps, problems can be framed, the right questions can be asked, more ideas can be created, and the best answers can be chosen. The steps are not linear; they can occur simultaneously and can be repeated (Herbert A. Simon, 1969). In general, why you are designing, what you are designing and how to design are three basic starting points. To clear the mind before starting, the designer needs to choose and try ii di erent combinations based on these three points. This thesis will demonstrate one com- bination, which is of \Fundamental Human Needs," \Redesign" and \Contrary thinking." Fundamental human needs, according to Human Scale Development, \seen as ontological stemming from the condition of being human, are few, nite and classi able. They are also constant through all human cultures and across historical time periods. What changes over time and between cultures are the strategies by which these needs are satis ed" (Max- Neef, 1989). To ful ll these common needs, redesign is an important design direction. The behavior of redesign reminds us that there is no perfect design but always room for improve- ment. There are plenty of existing product designs based on fundamental human needs, and they still need to be redesigned in order to serve users better and make people?s life more convenient and comfortable. What is the design approach? Contrary thinking is an e ective approach that has been used in many other areas successfully for problem solving, but it has not been summarized and developed into a more systematic form. Thus, this thesis will demonstrate and introduce a guideline of the application of contrary thinking, to solve problems and to improve quality of concept generation for product redesign based on fundamental human needs. iii Acknowledgments The author would like to express her gratitude to those who have been always supporting in her educational career in Auburn University. First of all, I would like to thanks to my major professor, Tin-Man Lau, for his great kindness and paternal support in the past three years, for his intelligent insight and contin- uing patience throughout the course of this research, for his generous help and advice in all aspects of my life. Next to my Thesis Committee, Shu-Wen Tzeng and Christopher Arnold, I thank them for their great expertise, encouragement and insightful advice. Then to our Auburn ID laboratory specialist Robbert Capps and David Gowan, I thank them for their full assisting all the time with my nal model making and giving great advices. And to my classmates Tianyu Cui, Xuemei Yuan and Xue Dong, I thank them for their fully support and great encouragement during the model making and photo shooting process. I also would like to thank all professors and sta who work in Wallace Hall for all the great education and support. Special thanks to my husband, Ming Li, for his full support, great advice and love all the time. I am feeling very lucky to meet him in Auburn and nally become his lovely wife. And I want to thank all my family members for their great love, care and encouragement all the time. Without all of you, I would not able to complete all my study successfully and have such a good life in Auburn. A nal word of thanks goes out to all my friends from home in China and here in America. Your friendship makes my life colorful and full of great surprises and lovely memories. iv Style manual used: APA Publication Manual, Sixth Edition Computer software used: TeXworks, Adobe Photoshop CC, Adobe Illustrator CS6, Solid- works 2013, Keyshot 2013 v Table of Contents Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iv List of Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . x 1 INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1.1 Problem Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1.2 Need for Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 1.3 Objectives of Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.4 De nitions of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1.4.1 Product Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1.4.2 Design Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1.4.3 Creative Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1.4.4 Fundamental Human Needs . . . . . . . . . . . . . . . . . . . . . . . 6 1.4.5 Satis ers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 1.4.6 Redesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 1.4.7 Contrary Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 1.4.8 Exformation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1.4.9 Disadvantage Manipulation . . . . . . . . . . . . . . . . . . . . . . . 7 1.4.10 Function Transfer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1.4.11 Human Physical Needs . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1.4.12 Human Mental Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1.4.13 Human Interaction Needs . . . . . . . . . . . . . . . . . . . . . . . . 7 1.5 Assumptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 1.6 Scope and Limits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 vi 1.6.1 Scope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 1.6.2 Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 1.7 Procedure and Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 2 LITERATURE REVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 2.1 Design for Meeting Human Needs . . . . . . . . . . . . . . . . . . . . . . . . 13 2.1.1 Human Needs for Product . . . . . . . . . . . . . . . . . . . . . . . . 13 2.1.2 Human Needs for Good Design . . . . . . . . . . . . . . . . . . . . . 14 2.2 Goal: Fundamental Human Needs . . . . . . . . . . . . . . . . . . . . . . . 17 2.2.1 Traditional Classi cation of Human Needs . . . . . . . . . . . . . . . 18 2.2.2 Fundamental Needs and Satis er . . . . . . . . . . . . . . . . . . . . 22 2.2.3 Needs, Satis er and Product . . . . . . . . . . . . . . . . . . . . . . 25 2.3 Target: Redesign of Everyday Products . . . . . . . . . . . . . . . . . . . . . 27 2.3.1 \Exformation" and \Normal" . . . . . . . . . . . . . . . . . . . . . . 27 2.3.2 Redesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 2.4 Approach: Contrary Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . 29 2.4.1 Intro to Contrary Thinking: Simpli cation . . . . . . . . . . . . . . . 29 2.4.2 Contrary Thinking in Di erent Area . . . . . . . . . . . . . . . . . . 31 2.4.3 Principles of Contrary Thinking . . . . . . . . . . . . . . . . . . . . . 33 2.4.4 The Value of Contrary Thinking . . . . . . . . . . . . . . . . . . . . . 36 2.4.5 Limitations of Contrary Thinking . . . . . . . . . . . . . . . . . . . . 37 2.5 Conclusion: Studying Goal of Thesis . . . . . . . . . . . . . . . . . . . . . . 37 3 DESIGN APPROACH DEVELOPMENT BASE ON FUNDAMENTAL HUMAN NEEDS AND PRODUCT DESIGN . . . . . . . . . . . . . . . . . . . . . . . . . 39 3.1 Fundamental Human Needs Reclassi cation for Product Design . . . . . . . 39 3.2 FHN Analysis Approach Development Based On Fundamental Human Needs 43 3.3 Conclusion: Process of Applying FHN Analysis Approach . . . . . . . . . . 48 4 PRODUCT REDESIGN BY CONTRARY THINKING . . . . . . . . . . . . . . 50 vii 4.1 Two Approaches of Contrary Thinking . . . . . . . . . . . . . . . . . . . . . 50 4.2 Redesign Case Studies of Disadvantage Manipulation . . . . . . . . . . . . . 51 4.2.1 Basing on Fundamental Personal Physical Needs . . . . . . . . . . . . 51 4.2.2 Basing on Fundamental Personal Mental Needs . . . . . . . . . . . . 56 4.2.3 Basing on Fundamental Interaction Needs . . . . . . . . . . . . . . . 60 4.3 Redesign Case Studies of Function Transfer . . . . . . . . . . . . . . . . . . 64 4.3.1 Basing on Fundamental Personal Physical Needs . . . . . . . . . . . . 64 4.3.2 Basing on Fundamental Personal Mental Needs . . . . . . . . . . . . 68 4.3.3 Basing on Fundamental Interaction Needs . . . . . . . . . . . . . . . 75 4.4 Approach Development of Contrary Thinking . . . . . . . . . . . . . . . . . 77 4.4.1 Application of Disadvantage Manipulation . . . . . . . . . . . . . . . 77 4.4.2 Application of Function Transfer . . . . . . . . . . . . . . . . . . . . 79 5 GUIDELINE OF USING CONTRARY THINKING TO REDESIGN ON THE BASIS OF FUNDAMENTAL HUMAN NEEDS . . . . . . . . . . . . . . . . . 82 5.1 Scope of Application in Design Process . . . . . . . . . . . . . . . . . . . . . 82 5.2 Summary of Approach Manipulation Process . . . . . . . . . . . . . . . . . . 83 5.3 Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 6 FINAL DESIGN BY APPLICATION OF GUIDELINE . . . . . . . . . . . . . . 90 6.1 Coat Rack Redesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90 6.1.1 Design Opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90 6.1.2 Design Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 6.1.3 Concepts Development and Sketches . . . . . . . . . . . . . . . . . . 92 6.1.4 3D Model and Final Rendering . . . . . . . . . . . . . . . . . . . . . 93 6.1.5 Design Bene t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94 6.2 Floor Lamp Redesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 6.2.1 Design Opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 6.2.2 Design Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 viii 6.2.3 Concepts Development and Sketches . . . . . . . . . . . . . . . . . . 97 6.2.4 3D Model and Final Rendering . . . . . . . . . . . . . . . . . . . . . 99 6.2.5 Design Bene t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102 6.3 Library Table Redesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102 6.3.1 Design Opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102 6.3.2 Design Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 6.3.3 Concepts Development and Sketches . . . . . . . . . . . . . . . . . . 104 6.3.4 Final Two Concepts Scaled Model Test . . . . . . . . . . . . . . . . . 106 6.3.5 3D Model and Final Rendering . . . . . . . . . . . . . . . . . . . . . 108 6.3.6 Final Full Scale Model . . . . . . . . . . . . . . . . . . . . . . . . . . 113 6.3.7 Design Bene t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116 7 DISCUSSION AND CONCLUSIONS . . . . . . . . . . . . . . . . . . . . . . . . 118 Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121 ix List of Figures 2.1 The Design Process Serves People?s Needs. Adapted from Focus On Design (p.4), by Vello Hubel, & Diedra B. Lussow, 1984, New York, NY: McGraw Hill Ryerson Limited. Copyright 1984 by McGraw Hill Ryerson Limited. . . . . . . . . . . . 15 2.2 Maslow?s Hierarchy of Needs. Adapted from Maslow?s hierarchy of needs, In Wikipedia, n.d., Retrieved from http://en.wikipedia.org/wiki/Maslow?s hierarchy of needs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 2.3 Fundamental Human Needs by Max-Neef. Adapted from So, what do you do?, by Jay Tompt, 2012. Retrieved from https://www.transitionnetwork.org/stories/jay- tompt/2012-11/so-what-do-you-do. Copyright 2013 by Transition Network. . . . 23 2.4 Max-Neef?s Matrix of Needs and Satis ers, (p. 32). Adapted from Human Scale Development, by Max-Neef,1989. Copyright 1989 by Max-Neef. . . . . . . . . . 24 2.5 Connections Between Need, Satis er and Product . . . . . . . . . . . . . . . . . 26 2.6 Thoughts Simpli cation, (p. 29). Adapted from Design Methods, by J. Christo- pher Jones, 1922. New Yor, NY:Van Nostrand Reinhold. Copyright 1970 by John Chris Jones. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 3.1 FHN Reclassi cation Based On Needs of Product . . . . . . . . . . . . . . . . . 41 3.2 Chart of Cup and Fundamental Human Needs . . . . . . . . . . . . . . . . . . . 45 3.3 Chart of Cell Phone and Fundamental Human Needs . . . . . . . . . . . . . . . 46 x 3.4 Chart of Amazon Website and Fundamental Human Needs . . . . . . . . . . . . 47 3.5 Chart of Wix Website and Fundamental Human Needs . . . . . . . . . . . . . . 48 3.6 Process of FHN Analysis Approach . . . . . . . . . . . . . . . . . . . . . . . . . 49 4.1 Redesign, Contrary Thinking and Product Value . . . . . . . . . . . . . . . . . 50 4.2 Tea Cup Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 4.3 Chart of Tea Cup and Fundamental Human Needs . . . . . . . . . . . . . . . . 53 4.4 Sugar Spoon Redesign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 4.5 Chart of Sugar Spoon and Fundamental Human Needs . . . . . . . . . . . . . . 54 4.6 Public Dustbin Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 4.7 Chart of Public Dustbin and Fundamental Human Needs . . . . . . . . . . . . 56 4.8 Sakura Cup. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 4.9 Chart of Sakura Cup and Fundamental Human Needs . . . . . . . . . . . . . . 58 4.10 Bottle Rim Design. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58 4.11 Chart of Beverage Bottle and Fundamental Human Needs . . . . . . . . . . . . 59 4.12 Toilet Paper Redesign. Adapted from Designing Design. (p.27), by Kenya Hara, (2007), Switzerland: Lars Muller Publishers . . . . . . . . . . . . . . . . . . . . 60 xi 4.13 Chart of Toilet Paper and Fundamental Human Needs . . . . . . . . . . . . . . 61 4.14 Hospital Signage System Redesign. Adapted from Designing Design. (p.165), by Kenya Hara, (2007), Switzerland: Lars Muller Publishers . . . . . . . . . . . . 62 4.15 Chart of Signage System and Fundamental Human Needs . . . . . . . . . . . . 63 4.16 Extensible Wall Socket. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 4.17 Chart of Extensible Wall Socket and Fundamental Human Needs . . . . . . . . 65 4.18 Umbrella Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 4.19 Chart of Umbrella and Fundamental Human Needs . . . . . . . . . . . . . . . . 66 4.20 Broom Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 4.21 Chart of Broom and Fundamental Human Needs . . . . . . . . . . . . . . . . . 68 4.22 Tea Cup Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 4.23 Chart of Teacup and Fundamental Human Needs . . . . . . . . . . . . . . . . . 69 4.24 Curtain Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 4.25 Chart of Curtain and Fundamental Human Needs . . . . . . . . . . . . . . . . . 71 4.26 Table Lamp Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 xii 4.27 Chart of Table Lamp and Fundamental Human Needs . . . . . . . . . . . . . . 73 4.28 Bicycle Pedal Lock. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 4.29 Chart of Bicycle Lock and Fundamental Human Needs . . . . . . . . . . . . . . 74 4.30 Potato Chips Can Redesign. Adapted from http://www.qiqufaxian.cn. Copy- right 2007-2014 by Qiqufaxian.cn . . . . . . . . . . . . . . . . . . . . . . . . . . 75 4.31 Chart of Potato Chips Can and Fundamental Human Needs . . . . . . . . . . . 76 4.32 Disadvantage Manipulation Flowchart . . . . . . . . . . . . . . . . . . . . . . . 78 4.33 Function Transfer Flowchart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 5.1 The Design Process. Adapted from Writing an Internal or External Design Brief, 2013. Retrieved from http://showandtelldesign.com/writing-a-internal-or- external-design-brief-back-to-basics . . . . . . . . . . . . . . . . . . . . . . . . . 82 5.2 Brainstorm Process. Adapted from 24 Weeks of Windows Phone Metro Design, Ideation and Concept, by Arturo Toledo, 2012. Retrieved from http://ux.artu.tv/?p=206. 83 5.3 FHN Analysis Chart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 5.4 Features Generation by Using Di erent Color Notes. Retrieved from http://interactiondesign.sva.edu 86 5.5 Idea Generation. Retrieved from http://www.creative-constructs.com/sticky- note-ninjitsu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 5.6 Simple Disadvantage Manipulation Diagram . . . . . . . . . . . . . . . . . . . . 88 5.7 Simple Function Transfer Diagram . . . . . . . . . . . . . . . . . . . . . . . . . 88 xiii 6.1 Coat Rack with Many Clothes on It . . . . . . . . . . . . . . . . . . . . . . . . 90 6.2 FHN Analysis of Coat Rack . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 6.3 Inspiration of Coat Rack Redesign . . . . . . . . . . . . . . . . . . . . . . . . . 92 6.4 Ideas Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92 6.5 Final Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93 6.6 Appearance of \Falling" Coat Rack . . . . . . . . . . . . . . . . . . . . . . . . . 94 6.7 Tongued-and-grooved Joint and Branches Structure . . . . . . . . . . . . . . . . 95 6.8 Bottom Installation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 6.9 Usual Floor Lamp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 6.10 FHN Analysis of Floor Lamp . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 6.11 Inspiration of Floor Lamp Redesign . . . . . . . . . . . . . . . . . . . . . . . . . 97 6.12 Idea Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98 6.13 The Structure Con guration of the Final Concept . . . . . . . . . . . . . . . . . 98 6.14 Floor Lamp with Foldable Lamp Shade . . . . . . . . . . . . . . . . . . . . . . 99 6.15 Inside Appearance of Lamp Shade . . . . . . . . . . . . . . . . . . . . . . . . . 100 6.16 Fabric Folding Status . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 6.17 Detail of Folding Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 6.18 It is not healthy to Sit for A Long Time . . . . . . . . . . . . . . . . . . . . . . 102 xiv 6.19 FHN Analysis of Library Table . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 6.20 Top Boards Structure Con guration . . . . . . . . . . . . . . . . . . . . . . . . 104 6.21 Supporting Structure Con guration . . . . . . . . . . . . . . . . . . . . . . . . . 105 6.22 Details Structure Con guration . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 6.23 Scaled Model of Final Concept A . . . . . . . . . . . . . . . . . . . . . . . . . . 106 6.24 Scaled Model of Final Concept A . . . . . . . . . . . . . . . . . . . . . . . . . . 107 6.25 Scaled Model of Final Concept B . . . . . . . . . . . . . . . . . . . . . . . . . . 107 6.26 Scaled Model of Final Concept B . . . . . . . . . . . . . . . . . . . . . . . . . . 108 6.27 Top Board Opening and Closing Status in Perspective View . . . . . . . . . . . 109 6.28 Top Board Opening and Closing Status in Top View . . . . . . . . . . . . . . . 110 6.29 Top Board Opening and Closing Status in Left and Back View . . . . . . . . . . 111 6.30 Design Details around Drawer Slides Area . . . . . . . . . . . . . . . . . . . . . 112 6.31 Exploration View . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 6.32 Board Cutting by CNC Router Machine . . . . . . . . . . . . . . . . . . . . . . 113 6.33 Model Making Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 6.34 Perspective View . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 6.35 Front View and Cushion Area View . . . . . . . . . . . . . . . . . . . . . . . . . 114 6.36 Dents for Dragging Top Board and Steel Plate for Stopping Top Board . . . . . 115 6.37 Table in Used . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116 xv Chapter 1 INTRODUCTION 1.1 Problem Statement Our needs are various and numerous. The responsibility of design is to create and improve our products to satisfy needs that rely on material objects to be the intermediary. To understand the relationship between human and product is important and not di cult. We want to sit while we are working in an o ce, so therefore we need a chair and desk, or we do not want to spend too much time while we are traveling so we need vehicle and public transportation. Thus, product design guarantees the quality of satisfaction of human needs. When people use a product, it means they will use it to help them satisfy some kind of need. When we consider society, there are many common needs. Culture, location, or generation will not change them. Examples include those such as lovers wanting to stay together a longer time, which is based on mental needs, or not wanting to grab things with di culty, which is based on physical needs. These needs can be summarized and classi ed into \Fundamental Human Needs." Fundamental human needs do not change; however, what is changing is that numerous di erent products have been designed to help people ful ll these needs. From product and design side of view, these needs arise from and after when a product is being used. It is di erent from the situation when a person from an underdeveloped civilization does not know or need a product, which is before a product is being used. When we review all these products, we can nd that some of them are useful, comfortable and safe, but some of them do not perform well or contain potential danger. Designers still have problems coming up with the right product design based on fundamental human needs. 1 Common needs cause a desire for redesign. \The term ?re-design? includes this theme of society?s commonly shared and recognized objects or issues. Establishing daily products as the project?s theme is not some novel idea but is the most natural, appropriate method for reexamining the concept of design, because design deals with our common, shared values" (Kenya Hara, 2007). Nowadays, many companies and designers focus on developing new functions of product to attract customers and occupy the high-tech product market. How- ever, to redesign products that seem pretty \normal? in our daily life is also essential and valuable. It will refresh our conventional way of thinking. 1.2 Need for Study Contrary thinking is a way of problem-solving thinking. The di erence between it and other thinking approaches is that it will lead people to think in an opposite way toward a di erent, creative thinking mode. People usually solve problem through forward direction, but sometimes it works, sometimes it does not. There are plenty of examples among di erent elds of study telling us that applying backward thinking, or reverse thinking on certain issues, can cause unexpected e ects. This approach has been used in business investment and operation, scienti c problem solving, and manufacturing processes. It also has been used in product design and has brought us many impressive design ideas. Here are two examples. The rst one is MUJI?s famous redesign product: toilet paper. At rst look, they just redesigned the tube of toilet paper and turned it from a column to a cuboid. However the design thinking is from a conventional side of view: column tube is easier for dragging the paper out of the tube; but from a new sustainability side of view, the cuboid tube can prevent people from using too much paper, which also reminds people not to waste resources and protect the environment that humans rely on for survival. The second one is MUJI?S signage system for a local clinic. Instead of applying con- ventional thought by designing dark color signage to cover the dirt and make everything look clean, the designer intended to use pure white signage to remind people to the contrary 2 that everyone should have self-conscious awareness to keep this public space clean, for other people. In this case, contrary thinking design changes user?s behavior from passivity into initiative. From these two instances, we can realize that contrary thinking not only helps designer jumping out of the box to build creative design thinking and achieve a refreshing design, but also leads to a design emphasis on Human- Environmental friendly circumstances. In general, contrary thinking is a good thinking approach and it is worthy for study and application in the domain of product design. 3 1.3 Objectives of Study The objectives of this study are to demonstrate the detailed targets of this article based on the whole process of development thinking: To study connections between fundamental human needs and product design. To study the necessity of redesign for the product design eld. To collect design product cases based on fundamental human needs. To study the application of contrary thinking in design area and other elds. To collect product redesign cases based on fundamental human needs. To analyze the problem in the products we already have and see how people improve them or still have problems to solve. To summarize a design approach of contrary thinking applied in product redesign on the basis of fundamental human needs. To nally use these guidelines to design two projects in order to prove this approaches. To collect design cases, analyze them, and summarize the way contrary thinking is applied by designers. To collect products designed based on fundamental human needs and analyze good design and bad design. Analyze problems in the products we already have and see how people improve them or still have problems to solve. Develop guidelines of contrary thinking approaches applied in redesign on the basis of fundamental human needs Finally, reinforce these guidelines to design several projects. 4 1.4 De nitions of Terms 1.4.1 Product Design Product design is the process of creating a new product. It is a very broad concept and is e ective in the generation and development of ideas through a process that leads to new products. Product design has recently become a broad term inclusive of service, software, and physical product design. Other aspects of product design include engineering design, particularly when matters of functionality or utility (e.g. problem-solving) are at issue, though such boundaries are not always clear. 1.4.2 Design Thinking As a style of thinking, design thinking is generally considered the ability to combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and t solutions to the context. While design thinking has become part of the popular lexicon in contemporary design and engineering practice, as well as business and management, its broader use in describing a particular style of creative thinking- in-action is having an increasing in uence on twenty- rst century education across disciplines. 1.4.3 Creative Thinking Creative thinking is speci c thought processes that improve the ability to be creative. These thoughts processes include being in an optimal state of mind for generating new ideas, and thinking deliberately in ways that improve the likelihood of new thoughts occurring. It is to maximize the ability of the brain to think of new ideas. It is the ability to think of original, diverse and elaborate ideas. It is a series of mental actions that produce changes and developments of thought. It is the process of exploring multiple avenues of actions or thoughts. 5 1.4.4 Fundamental Human Needs Fundamental human needs are most basic needs of human. They are few, nite and classi able (as distinct from the conventional notion of conventional economic \wants" that are in nite and insatiable). They are also constant through all human cultures and across historical time periods. What changes over time and between cultures are the strategies by which these needs are satis ed. 1.4.5 Satis ers Satis ers are things that can contribute simultaneously to the satisfaction of di erent needs or, conversely, a need may require various satis ers in order to be met. Not even these relations are xed. They may vary according to time, place and circumstance. All needs satis ed can be classi ed into di erent categories of Fundamental Human Needs. 1.4.6 Redesign Redesign is any or all stages in the design process repeated at any time before, during, or after production. Redesign as discussed in this article focus on the time period after production. It refers to a redoing of the design of ordinary objects. It is an experiment, an attempt to look at familiar things as if it were our very rst encounter with them. Re-design is a means by which to correct and renew our feelings about the essence of design, hidden within the fascinating environment of an object that is so overly familiar to us that we can no longer see it. 1.4.7 Contrary Thinking Contrary thinking, also called reverse thinking, is a creative way of thinking. It usually will break with traditional opinion or go in an opposite way of general thinking. People develop familiar ways to solve problems, but contrary thinking will teach thinking in a di erent way, even a opposite way. 6 1.4.8 Exformation Exformation is an opposite concept of \information." Our lives are full of wonders and the unknown; thus people need constantly to wake up their fresh feelings. 1.4.9 Disadvantage Manipulation Designers use one or several relatively disadvantaged features in a product to achieve better design. 1.4.10 Function Transfer In this process, the designer transfers a certain function from a part of product to another part of the same product, or between a set of products that are usually used together. During this process, parts of the product or one of set of products can be abandoned or added. 1.4.11 Human Physical Needs Needs related to human ergonomics and completion of actions are satis ed by using a product. Usually these needs are necessary and basic ones for a functional product. 1.4.12 Human Mental Needs Needs which are beyond needs satis ed by products? basic functions are needed to improve product value and better serve user at a higher level. 1.4.13 Human Interaction Needs Needs related with interaction among humans and their environments are satis ed by using products. 7 1.5 Assumptions Assumptions are factors that this study uses to support the need for research and further investigation. This study was conducted based on the following assumptions: Design thinking need to be developed and strengthened. Designer always need to come up with more creative design thinking to improve their designs. Contrary thinking is welcome and popular. It has been applied widely in business and other elds. Designer will need this creative thinking during many phrases of design thinking or action. Contrary thinking has many subcategories and can be classi ed into a systematic approach. Fundamental Human Needs theory is reliable and applicable. All design activities serve and satisfy these basic needs. Some of them are directly connected to those needs, but some of them are not. Those indirect designs rely on features to enhance satis ers that can be classi ed into fundamental human needs. The design process can be simpli ed by classifying certain target human needs and then creating further design approaches. Redesign activities happen in many phases of the design process. But focusing on redesigning products in our daily living life to make user?s lives become much more comfortable and easier is meaningful and valuable. 8 1.6 Scope and Limits 1.6.1 Scope This study was conducted based on the following scope: Contrary thinking will be systematically analyzed and reclassi ed into a design ap- proach. Cases studies will be included and a detailed application of the process will be introduced speci cally. This approach has been proved and applied widely into business problem solving, and several product cases also have combined this thinking into its design thinking. This thinking is valuable and it should receive more attention. Fundamental Human Needs theory, presented in the book Development and Human Needs, discusses the relationship between basic needs, satis ers and economic products. In order to apply this theory into product design area, the needs mentioned in the book need to be reclassi ed to be used speci cally for designers. This study phase will be combined with contrary thinking to become a more detailed design approach. Redesign can be rede ned into a concept focusing on redesigning the products appear- ing in our daily lives. New functional products, or conceptual product may divert people?s attention, but it is the normal and usual ones that change and improve our lives. This world is lled with creative, fresh and di erence-seeking desires. It is nat- ural, but when we transfer these desires to redesigning a product, we can nd more surprises. 1.6.2 Limitations The limitations imposed on developing and completing the researches are as follows: Contrary thinking itself has a limitation of application scope. It is not omnipotent thinking and it cannot be used successfully in every situation and circumstance. In the formal part of this article, there will be a discussion about its range of application. 9 Only two approaches of the several mentioned in this study can be illustrated by the nal product. 10 1.7 Procedure and Methodology This research is intended to develop the design-thinking approach for product redesign based on fundamental human needs and contrary thinking with the following steps and methodology: Step 1. Research and analysis to three key words Collect material and information from books, articles, websites and all other re- sources about contrary thinking, fundamental human needs and product redesign. Study and analyze all the collected information. Develop the general idea of design approach from the aspects of function, range, bene t and disadvantage of these three key words. Step 2. Product design cases collection and study Collect product design cases relating to the three key words. Study cases to summarize how contrary thinking applies in product design. Study cases to summarize how fundamental human needs are satis ed in product design. Study cases to summarize how redesign works in product design. Summarize the connections among the cases from each key word. Step 3. Development of nal design approach Reclassify necessary concepts of each key word into speci c categories to support the whole approach usage process. Develop a ow chart to explain the detailed process of using the nal design approach. 11 Step 4. Two nal product designs Use two subcategory approaches under contrary thinking to test the design ap- proach. 12 Chapter 2 LITERATURE REVIEW 2.1 Design for Meeting Human Needs Everyday, we are surrounded by large numbers of products. Products exist for helping users save time and resource, moving and producing faster, or getting better results. Here is a very simple question, but we always ask: why do we need products? Many reasons can be cited, but the most fundamental one is that human have needs. 2.1.1 Human Needs for Product Human needs must be satis ed in every aspect but not all by material goods. Some needs could be satis ed without material product, such as needs of family or needs of rights. Some needs rely on one or several intermediaries, like products, to be satis ed, such as needs of furniture for living or needs of signs for guiding. However, the values of products are great, essential and indispensable. Just like Roozenburg and J.Eekels said, \A product is a material system, which is made by people for its properties. Because of these properties it can ful ll one or more functions. By ful lling functions a product satis es needs, and this gives people the possibility to realize one or more values" (N.F.M. Roozenburg & J.Eekels, 1991) From a macroscopic point of view, every product has been designed before manufac- turing and sale. Design activities are important processes to satisfy needs of humans by which designers combine creative and practical thinking into material objects. Vello and Diefra (1984) stated through the proper combination of elements, the designer ensures per- formance, achieves visual appeal and provides good value. To meet people?s needs is of the utmost importance. They also stated that evidence also seems to indicate that the reasons 13 for designing were very much the same as they are today. Either the designer believed the solution was a necessity (survival), or he or she believed the solution would improve quality of life (Vello & Diefra, 1984). That is why product design as problem solving is one of the very necessary and important activities to human from past to present. \As more of our basic needs are met, we increasingly expect sophisticated experiences that are emotionally satisfying and meaningful" (Tim Brown, 2008). 2.1.2 Human Needs for Good Design Though every product is a result of a complex design process, not all of them are doing well at serving human needs. Having good design thinking and approaches during the whole design process can help designers be more productive and creative. Vello and Diefra (1984) stated that to design is to orient oneself to a problem. This involves gathering proper information, observing basic function and utility, considering human factors, and selecting suitable structure, form, materials and methods (p.4). Figure 2.1 shows the general ow chart of the design process. Before the designing phase, what kind of design thinking or plan decides the project is going to a successful future design direction or a bad one? In Figure 2.1 we can see that \Special Resources" and \Considerations" are these two important phases. \Special resources" are usually objective situations, such as time, money and equipment, which most of time the designer does not have much choice. Luckily, what designer can control is the \Considerations" phase, which is where design thinking features such as human factors, visual appeal, and marketing. While many similar design process prototypes have been developed to provide a basic concept for designers, a more detailed and guiding approach should be created for \Considerations" to conduct design thinking. To further explore the \Considerations" phase, questions about what kind of features a good design product has should be o ered rstly. In the book Less and More: The Design Ethos of Dieter Rams, authors Klaus Klemp and Keiko Ueki-Polet (2011) introduced what Dieter Rams has o ered as his celebrated 10 Principles of \Good Design": 14 Figure 2.1: The Design Process Serves People?s Needs. Adapted from Focus On Design (p.4), by Vello Hubel, & Diedra B. Lussow, 1984, New York, NY: McGraw Hill Ryerson Limited. Copyright 1984 by McGraw Hill Ryerson Limited. Good Design Is Innovative: The possibilities for innovation are not, by any means, exhausted. Technological development is always o ering new opportunities for inno- vative design. But innovative design develops in tandem with innovative technology, and can never be an end in itself. Good Design Makes a Product Useful: A product is bought to be used. It has to satisfy certain criteria, not only functional but also psychological and aesthetic. Good design emphasizes the usefulness of a product while disregarding anything that could possibly detract from it. Good Design Is Aesthetic: The aesthetic quality of a product is integral to its use- fulness because products are used every day and have an e ect on people and their well-being. Only well-executed objects can be beautiful. Good Design Makes A Product Understandable: It clari es the product?s structure. Better still, it can make the product clearly express its function by making use of the user?s intuition. At best, it is self-explanatory. 15 Good Design Is Unobtrusive: Products ful lling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the users self-expression. Good Design Is Honest: It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept. Good Design Is Long-lasting: It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years even in todays throwaway society. Good Design Is Thorough Down to the Last Detail: Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer. Good Design Is Environmentally Friendly: Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product. Good Design Is as Little Design as Possible: Less, but better. Because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity. These ten principles are well-known theory and summarize good design features that should be conveyed in a good product. Among those ten features, \useful" is every essential one. If a product only has a good outlook but has no useful function, it should be categorized into artwork. However when we start to think further about the other features, we still generally are staying at a concept and abstract principle level, considering them as design guiding. They can inspire and remind designers of some key points of design, but not speci cally instruct the designer in how to think. In other words, behind each of those ten 16 features, there are thousands of sub-features that can be described into these ten. You may realize that words, such as innovation, are relative not absolute. If designers try to gure out designs utilizing these ten abstract principles directly, they will have a feeling of good design, but that feeling still can be ambiguous. Having an intuition of how to design well is very important, but deep thinking is logic and methods. \As a style of thinking, design thinking is generally considered the ability to combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and t solutions to the context" (Wikipedia: Design Thinking, 2012) We need a more speci c design guideline to help designers in inspiring idea generation. Where is the point to start for that guideline? In an interview with Tim Brown, who is the CEO of the Palo Alto-based design and innovation rm IDEO, Dr. Saj-nicole Joni (2010) pointed out that signi cantly changed constraints create many new needs. Brown stated that designers need to \ gure out what they are and how to serve them. Don?t assume that the proposition that you?ve been out in the market with before, the one that sells today, is going to be there in the future. To take this approach you need to get out into the world of those you serve and study constraints and people, looking for changes in need and behavior." Here, we come back to the very beginning of this chapter, that the goal of all the design activities is to satisfy our human needs. \Design thinking is a di erent way of approaching the big challenges we face. It starts o with really trying to serve people?s needs. It connects constraints with creativity, enabling us to look at old problems with new eyes and generate new possibilities" (Saj-nicole Joni, 2010). 2.2 Goal: Fundamental Human Needs Since we are ultimately designing for human needs after all, to gure out what those are, or how to consider human needs, is quite necessary. But, it seems quite obvious that everyone knows what needs they have, from the basic ones such as the need to drink water and eat food, to varying ones depending on di erent persons such as the need to see a movie 17 and join a party. Because those needs are speci c and di er depending on di erent people, many traditional academic studies regard human needs as in nite, changing, and various. While this idea makes sense on some level, it is not accurate. 2.2.1 Traditional Classi cation of Human Needs Human needs can be classi ed, and some basic, unchanging needs exist. From the past to present, many scholars have been trying to nd a good way to demonstrate principles and theories of classifying human needs. Among them, the famous Maslow?s hierarchy of needs theory (1943) classi es human needs into ve hierarchical levels: Physiological, Safety, Love/Belonging, Esteem, and Self-actualization, shown in Figure 2.2. Physiological Physiological needs are the physical requirements for human survival. If these require- ments are not met, the human body cannot function properly and will ultimately fail. Physiological needs are thought to be the most important; they should be met rst. Air, water, and food are metabolic requirements for survival in all animals, including humans. Clothing and shelter provide necessary protection from the elements. While maintaining an adequate birth rate shapes the intensity of the human sexual instinct, sexual competition may also shape said instinct. Safety With physical needs relatively satis ed, the individual?s safety needs take precedence and dominate behavior. In the absence of physical safety, due to war, natural disaster, family violence, childhood abuse, etc., people may (re-) experience post-traumatic stress disorder or transgenerational trauma. In the absence of economic safety due to economic crises and lack of work opportunities, these safety needs manifest themselves in ways such as a preference for job security, grievance procedures for protecting the individual from unilateral authority, savings accounts, insurance policies, reasonable 18 Figure 2.2: Maslow?s Hierarchy of Needs. Adapted from Maslow?s hierarchy of needs, In Wikipedia, n.d., Retrieved from http://en.wikipedia.org/wiki/Maslow?s hierarchy of needs. disability accommodations, etc. This level is more likely to be found in children because they generally have a greater need to feel safe. Safety and security needs include personal security, nancial security, health and well-being, and safety net against accidents/illness and their adverse impacts. Love and belonging After physiological and safety needs are ful lled, the third level of human needs is interpersonal and involves feelings of belongingness. This need is especially strong in childhood and can override the need for safety as witnessed in children who cling to abusive parents. De ciencies within this level of Maslow?s hierarchy due to hos- pitalization, neglect, shunning, ostracism, etc. can impact the individual?s ability to form and maintain emotionally signi cant relationships in general, such as friendship, intimacy, and family. 19 Esteem All humans have a need to feel respected; this includes the need to have self-esteem and self-respect. Esteem presents the typical human desire to be accepted and valued by others. People often engage in a profession or hobby to gain recognition. These activities give the person a sense of contribution or value. Low self-esteem or an inferiority complex may result from imbalances during this level in the hierarchy. People with low self-esteem often need respect from others; they may feel the need to seek fame or glory. However, fame or glory will not help the person build their self-esteem until they accept who they are internally. Psychological imbalances such as depression can hinder the person from obtaining a higher level of self-esteem or self-respect. Self-actualization This level of need refers to what a person?s full potential is and the realization of that potential. Individuals may perceive or focus on this need very speci cally. For example, one individual may have the strong desire to become an ideal parent. In another, the desire may be expressed athletically. For others, it may be expressed in paintings, pictures, or inventions. However, much criticism regarding this pyramid have been o ered. In what follows are some negative arguments towards this hierarchy of needs theory. In their extensive review of research based on Maslow?s theory, Wahba and Brid- well found little evidence for the ranking of needs that Maslow described or for the existence of a de nite hierarchy at all (Wahba & Bridwell, 1976). The order in which the hierarchy is arranged (with self-actualization described as the highest need) has been criticized as being ethnocentric by Geert Hofstede (1984). Maslow?s hierarchy of needs fails to illustrate and expand upon the di erence between the social and intellectual needs of those raised in individualistic societies and 20 those raised in collectivist societies. The needs and drives of those in individualistic societies tend to be more self-centered than those in collectivist societies, focusing on improvement of the self, with self-actualization being the apex of self-improvement. In collectivist societies, the needs of acceptance and community will outweigh the needs for freedom and individuality (Cianci & Gambrel, 2003). The term "Self- actualization" may not universally convey Maslow?s observations; this motivation refers to focusing on becoming the best person that one can possibly strive for in the service of both the self and others. Maslow?s term of self-actualization might not properly portray the full extent of this level; quite often, when a person is at the level of self-actualization, much of what they accomplish in general may bene t others or, \the greater self" (as cited in Wikipedia: Maslow?s hierarchy of needs, 2013). Thus, although Maslow?s hierarchy of needs theory reigns as a very popular framework in sociology research and secondary and postsecondary psychology instruction, it has largely been supplanted by attachment theory in graduate and clinical psychology and psychiatry (Van Ijzendoorn MH & Sagi-Schwartz A, 2008). In addition, many uncertain factors can make Maslow?s hierarchy of needs theory unreliable. For instance, \security of body" in gure 2.2, classi ed into \Safety," is not convincing. If we consider \Safety" from the perspective of every people, we can summarize that there are three general categorizes: Physical Safety, Mental Safety, and Property Safety. Leaving aside the last two, if people cannot prevent physical damage, there is a signi cant chance of losing life, and that should belong to basic human needs. It is the same reason that makes "health" belong to \Safety" category. Also, \problem solving," which belongs in the last hierarchy of needs in gure 2.2, is not convincing neither. Problem solving ability is a big and abstract concept. You can say people need to gure out how to play a game, which is not very urgent or a basic need. But if people need to solve a problem when they are facing danger that can threaten their lives, is \problem solving" ability not a basic need for humans? The answer is obviously not. 21 In general, due to the way that Maslow?s hierarchy of needs lacks universality and accuracy at several points, it cannot be a reliable theory to support a guideline utilizing design thinking to develop products. 2.2.2 Fundamental Needs and Satis er Another way of classifying human needs has been created by Artur Manfred Max Neef, who is a Chilean economist and environmentalist known mainly for his human development model based on fundamental human needs. In his article "Human Scale Development," author Max-Neef (1989) points out that some needs of human which can be classi ed are very basic and constant with regardless of culture, age, time and other elements, and these needs can be called Fundamental Human Needs. \Traditional ways to see needs of human are not quite accurate. For example, some theory points out that di erences between culture, ages, gender, history period, location should be considered into human needs satisfy process because of that needs of human are di erent and changing" (Max-Neef, 1989). Compared to the traditional point of view, Max- Neef (1989) states that Fundamental Human needs (FHN) are constant and classi able. \They are the same in all cultures and in all historical periods. What changes, both over time and through cultures, is the way or the means by which the needs are satis ed." The reason that it is easy to become confused about this concept is because we lack the ability to notice the di erence between needs and satis ers of those needs. Max-Neef points out that \A prevalent shortcoming in the existing literature and discussions about human needs is that the fundamental di erence between needs and satis ers of those needs is either not mide explicit or is overlooked"(1989). Max-Neef brings up the important term \satis er," which will be discussed later in the text. For example, \From the classi cation proposed, it follows that, food and shelter, for example, must not be seen as needs but as satis ers of the fundamental need for Subsistence"(1989). Figure 2.3 shows nine categories of fundamental human needs according to Max-Neef. 22 Figure 2.3: Fundamental Human Needs by Max-Neef. Adapted from So, what do you do?, by Jay Tompt, 2012. Retrieved from https://www.transitionnetwork.org/stories/jay- tompt/2012-11/so-what-do-you-do. Copyright 2013 by Transition Network. Further in gure 2.4, human needs have been classi ed according to axiological cate- gories and existential categories, which are two ways to describe fundamental human needs. Max-Neef believes that traditionally people think that human needs tend to be in nite and changing all the time, and that they are also in uenced by di erent cultural, environmental and historical times; however, human needs have special basic natural properties. There are ways to summarize fundamental human needs without concerning any other features of outside in uence. Furthermore, Max-Neef also gives a term to all the sub-level needs, which are the needs we discuss in further detail, called \Satis er." Our needs all can be classi ed into fundamen- tal needs, and our needs can be satis ed in order to ful ll the very basic needs. The relation between satis er and fundamental human needs are interactive, without a one-to-one corre- spondence. \For example, a mother breastfeeding her baby is simultaneously satisfying the infant?s needs for Subsistence, Protection, A ection and Identity."(Max-Neef, 1989) 23 Figure 2.4: Max-Neef?s Matrix of Needs and Satis ers, (p. 32). Adapted from Human Scale Development, by Max-Neef,1989. Copyright 1989 by Max-Neef. 24 But it should be clari ed that satis ers are abstract, such as privacy, physical health and work. They are intermediaries between Fundamental Human Needs and Products. \Economic goods are objects or artifacts which a ect the e ciency of a satis er, thus altering the threshold of actualization of a need, either in a positive or negative sense."(Max-Neef, 1989) In other words, we develop our creative thoughts and ideas into products in order to ful ll one or several satis ers for Fundamental Human Needs. \It is the satis ers which de ne the prevailing mode that a culture or a society ascribes to needs. Satis ers are not the available economic goods. They are related instead to everything which, by virtue of representing forms of Being, Having, Doing and Interacting, contributes to the actualization of human needs" (Max-Neef, 1989). Thus, from the de nition of fundamental human needs, it can be concluded that it is a useful approach and set of categories to understand and summarize human?s sub-needs (satis ers) into the very basic level, which is valuable and helpful in assisting other elds to complete further research. 2.2.3 Needs, Satis er and Product Products, which also can be called economic goods, are independent from satis er and needs, according to Max-Neef?s statement that Satis ers are not the available economic goods. \They are related instead to everything which, by virtue of representing forms of Being, Having, Doing and Interacting, contributes to the actualization of human needs" (1989). Then, what should products be considered as? Max-Neef also points out that the way in which needs are expressed through satis ers varies according to historical periods and cultures. Social and economic relations, de ned by historical and cultural circumstances, are concerned both with the subjective and the objective. Hence, satis ers are what render needs into historical and cultural, and economic goods that are their material manifestation. \On this basis, we can think of viable ways to organize and distribute the satis ers and goods so that they nurture the process of actualizing needs and reduce the possibilities of 25 frustration" (Max-Neef, 1989). From an opposite way, di erent products can convey fea- tures that enhance all the necessary satis ers to meet certain human needs. And it is not a one-to-one correspondence between products and satis ers; the same is true of needs and satis ers. One product can enhance several satis ers, and the same satisi er can appear in di erent products or features in a product, which is an interrelated relationship. So certain special resources and considerations in gure 2.1 are the ones which can determine what kind of satis ers will be needed in a certain design project. \A satis er is in an ultimate sense the way in which a need is expressed, goods are in a strict sense the means by which individuals will empower the satis ers to meet their needs" (Max-Neef, 1989). Figure 2.5: Connections Between Need, Satis er and Product Thus, the importance of how a product performs at completing this whole satisfying process is obvious. \Considered that economic goods are objects or artifacts which a ect 26 the e ciency of a satis er, thus altering the threshold of actualization of a need, either in a positive or negative sense" (Max-Neef, 1989). Nobody needs negative actualizations, so that Max also said \in a critical theory of society, it is not su cient to specify the predominant satis ers and economic goods produced within that society. They must be understood as products which are the result of historical factors and, consequently, liable to change. Thus, it is necessary to retrace the process of re ection and creation that conditions the interaction between needs, satis ers and economic goods" (1989). To develop a direct relation between needs and products will allow development of a discipline of product design thinking that better enhances any required satis er in design projects. 2.3 Target: Redesign of Everyday Products 2.3.1 \Exformation" and \Normal" Now we understand that design exists for human needs. But what kind of products should we focus on? Or what kind of design can better bene t human?s daily life? The term \Exformation" was o ered by Kenya Hara who is a famous a Japanese graphic designer and curator in his lecture at CAFA ART INFO, and he has worked as art director of Muji since 2001. As introduced by Kenya Hara (2012), Ex-formation, opposite to the familiar information, means exploration of the unknown. Kenya also points out that actually, our lives are full of wonders and the unknown; thus people need to constantly awake their novel feelings. \Known, Understood" is a horrible concept which means your works has nothing new. To succeed, one has to look for the unknown consciously (as cited in Sue Wang, 2011). Also, the book Super Normal: Sensation of The Ordinary by Naoto Fukasawa and Jasper Morrison (2008), proposes a new term called \normal," which is very similar to \exformation" theory. They all encourage designers to rethink products around and appearing in our lives, just as Naoto (2008) said: \I believe it?s re-realizing something that you already knew, re- acknowledging what you naturally thought was good in something." In their \Super Normal" 27 exhibition, Naoto and Jasper collected many daily objects recognized as super normal that \becomes evidence, testifying to thoughtful and deliberate design beyond pathos and the modernistic masquerade" (2008). 2.3.2 Redesign If saying \exformation" and \normal" can allow people to notice products around them, then \redesign" is the process to discover hidden creative design points in each product. Based on exformation theory, \Redesign" can be a good tool to excavate surprises in \normal product." Hara (2007) stated: Redesign refers to a redoing of the design of ordinary objects. You could call it an experiment, an attempt to look at familiar things as if it were our very rst encounter with them. Redesign is a means by which to correct and renew our feelings about the essence of design, hidden with in the fascinating environment of an object that is so overly familiar to us that we can no longer see it. Redesign itself requires improvement and creativity. In order to better satisfy our fun- damental needs, redesign can give designers a good perspective way to observing design targets, to think di erently. Also, common needs require redesign. The book Designing Design (Hara, 2007) points out \The term ?re-design? includes this theme of society?s commonly shared and recognized objects or issues. Establishing daily products as the projects theme is not some novel idea but is the most natural, appropriate method for reexamining the concept of design, because design deals with our common, shared values." In this book, Hara introduces an exhibition he produced named \RE-DESIGN: Daily Products of the 21st Century." Many famous redesigned product, as will be shown later in a formal context, such as toilet paper, exit/entry stamps, and matches were exhibited to people in that show. These designs can give people di erent experiences of ordinary things and demonstrate how creative and fresh feelings are obtained from ordinary product redesigns. 28 Redesign conveys a message that our product always can do better to serve people. Good expected quality of redesign results all depend on good design approaches and design thinking. They can make problems easier to solve and lead our design to be more convincing, reliable and creative. 2.4 Approach: Contrary Thinking 2.4.1 Intro to Contrary Thinking: Simpli cation Before we dig into design thinking to explore a good design approach, we should ask why design sometimes is di cult. In the book Design Methods, author Christopher Jones discussed three points about problem solving: 1.There are often long periods when the person who is about to make an orig- inal work appears to do nothing but take in information, work rather fruitlessly at seemingly trivial aspects of the problem, or give his attention to unrelated matters. This is known as ?incubation.? 2.The solution to a di cult problem, or the occurrence of an original idea, will often come all of a sudden (the leap of insight) and will take the form of a dramatic change in the way in which the problem is perceived (a change of set). The e ect of this transformation is often to turn a complicated problem into a simple one. 3. The enemies of originality are mental rigidity (Broadbent 1966b) and wishful thinking. These are evident when a person acts either in a far more regular way than the situation demands or else is incapable of perceiving the external realities that make his ideas unfeasible (J.Christopher Jones, 1992). First of all, he pointed out an initial fact at the beginning of solving problems: there is too much information the designer is required to consume, and too long a time the designer is required to spend to do so. Secondly, he believed that turning complicated problems into simple ones could be a key approach to redirect the whole process a positive direction. 29 Figure 2.6: Thoughts Simpli cation, (p. 29). Adapted from Design Methods, by J. Christo- pher Jones, 1922. New Yor, NY:Van Nostrand Reinhold. Copyright 1970 by John Chris Jones. Lastly, he makes us realize that our mind will easily be rigid or hold more expectations than realistic without fully understanding realities, which may result in unfeasible ideas. And these properties will limit our creativity. The process of simplicity will inspire the designer to think di erently, to be creative. \This recoding, or restructuring, process depends upon the use of a pattern which brings crucial aspects to the fore. Transformation of this pattern, in order to overcome di culties and to resolve con icts, depends, in this turn, upon two things: rstly, extensive and imme- diate knowledge of the sensitivity of the problem situation to major changes in design and secondly, freedom from either personal or social constraints upon unconventional thought and action" (Jones, 1992). In general, before any design activities start, the designer should be very clear on three main problems: What is being designed, what the goal is, and what approach should be used. From the previous discussion, \Fundamental Human Needs" is an ultimate objective 30 for designer to work better an order to achieve them. \Redesign" is premium design?s target in order to satisfy our needs. Thus, we need a good design approach to support the entire design process. To conquer problems and con icts, the designer always needs to have an innovative thinking approach to simplify problems. Just like Wason and Johnson (1968) said, \A problem arises when a living creature has a goal but does not know how this goal is to be reached. Whenever one cannot go from the given situation to the desired situation simply by action, then there has to be resource to thinking." But luckily, we know that \From these conclusions about creative thinking, we can infer that the main principle in dealing with complicated problems is to transform them into simple ones"(J.Christopher Jones, 1992), as can gure 2.6. 2.4.2 Contrary Thinking in Di erent Area Contrary thinking, also called reverse thinking, has been proven to be an e ective and creative thinking approach. People are used to thinking and acting in habitual ways when thinking and searching for answers. But sometimes if we change our target or analyze problems in a di erent way, backward conclusions, or thinking backwards and back from the known conditions to the solution, might simplify the problem. And the nal product we design can be impressive and clever. Contrary thinking operates through and gains powerful value from this thought process. \Contrary thinking is a deliberate shaking of the mind back and forth, reversing and reaf- rming plausible views to separate out the non-essential much as the gold panner shakes out unwanted pebbles. It is worth the e ort because it frees the mind of at least certain kinds of misconceptions that show their inconsistencies under dialectic analysis" (Bradbury, 2007). Contrary thinking has been used in many di erent elds. For example, an article named \Contrary Thinking (Action)" on the website Recovery Today Online, states that \an inter- esting phrase that is used in recovery circles is contrary thinking or contrary action. What it usually means is when the alcoholic is thinking or wanting to do a certain thing, that person 31 should pause and then go in the opposite direction" (Reverend Leo Booth, 2011). This is a usage of contrary thinking in alcoholism control. Another example shows contrary thinking has been used in business. In the book \Re- discovering the Wheel: Contrary Thinking and Investment Strategy, which writes about the formulation of a contrary thinking strategy. \The most primitive formulation of a contrary thinking stock-market strategy would be to keep tabs on what the small investor is thinking and doing and then study to think and do the opposite. If that were all there was to it this book could end right here, and this may be the most convincing explanation of why no one to my knowledge has yet written any kind of detailed study dealing with contrary thinking approaches: In earlier times, when the stock market was primarily in uenced by emotional and uninformed small investors, every professional worth his salt knew enough to take the opposite side of the little fellow who was obviously acting foolishly. No one would bother to write much less to read a book telling one nothing more than that" (Bradbury, 2007). A business story mentioned in the book Contrary Thinking In Marketing, people also successfully use contrary thinking to be winners in Sales Competition. \United States has a tomato sauce which compared with similar products; its concentration is too high. It is so thick that many housewives always feel inconvenient when they use it. The market outlook of this kind of sauce is not promising. Initially, the company would like to redevelop recipe to reduce the concentration and reproduce, but then they nd it very di cult and the risk is big. However, they believe that the shortness of the product is in fact its advantages. Because high concentrations indicate the tomato sauce has more ingredients, less water, the nutrient is richer, and it has more pure taste. So, they took e orts to make this view separate among market. Soon this sauce arrives at the top of market comparing to other similar products" (Hu, 2007). The examples mentioned above give us a good vision about the potential power of contrary thinking. It also has been used in product design. However there is no detailed 32 study about contrary thinking in the design area. Does this approach have value to be applied in product design? There are some existing cases showing contrary thinking has been used in design eld, for example, in MUJI?s redesigned product: toilet paper. They redesigned the tube of toilet paper and turned it from column to cuboid. The thinking behind this design is that a column tube is easier for dragging the paper out of the tube, which is conventional. But from a new sustainability side of view, the cuboid tube can prevent people from using too much paper, which will further remind us not to waste of resources and protect the environment. During the process of product design thinking, the designer needs to adopt unconven- tional opinion to create better solutions. In this way, di erent structures, functions, materials and other attitudes can be combined into products. For the designer, contrary thinking can result in with many unexpected creative inspiration. \Contrary thinking and action is sug- gesting that we don?t follow the old pattern, we move away from the old tapes that have been playing in our heads for years...and go in a contrary direction" (Reverend Leo Booth, 2011). Also like Bradbury(2007) said, \Contrary thinking, by itself, is neither a synthesis nor a strategy, but it is both synthetic and strategic in its problem-solving approach. As an exercise in disciplined skepticism it pushes the mind toward disbelief while restraining it this side of inactivity; the only purpose of the decision- making process, after all, is to make decisions." 2.4.3 Principles of Contrary Thinking In the article \Contrary Thinking: Letting You See Further" (2010, January 7), the author demonstrated that contrary thinking has six forms of application and two speci c approaches. Six Forms of Contrary Thinking: Contrary Principle: Usage of scienti c principles. Contrary Function: Usage of function reverse. 33 Contrary Structure: Usage of structure reverse. Contrary Attribute: Usage of material attribute in an opposite way. Contrary Process: Usage of an opposite way of habitual direction of process. Contrary Opinion: Usage of an opposite way of conventional perspective or comments. Two Functions of Contrary Thinking: Intrinsic Analysis: Analyze the basic features of the problem to create a new approach from a di erent perspective. Disadvantage Manipulatioin: Using shortcomings of objects to create a new approach. In order to better understand how exactly these approaches work, three examples can be provided: First, in history Galileo Galilei was requested by a doctor to invent the thermometer. After several failed experiments, when he was teaching an experimental class he noticed that changing the temperature of water can change its volume. Suddenly he realized that by observing volume of water, people can tell the temperature of water. This is a case of the principle of contrary application. The second example illustrates the function of contrary thinking. We all know that wind blown res tend to become larger, especially when a re is already burning strong, while in certain circumstances, portable pneumatic re extinguisher will use strong winds to dilute oxygen, which also can extinguish re. The last example is about the application of contrary structure. In Japan, there was a housewife who always became frustrated because every time when she fried sh, it became stuck onto the pan. She started to wonder if there was any way to heat from the top instead of the bottom. After several experiments, she nally invented a pan with a heater in the lid, which became a very popular product. 34 More cases about the application of contrary thinking exist, but only cases related to product have been provided here for further discussion. These cases have given us a very speci c understanding about what is contrary thinking and how it works in our lives. What should be noticed is that some of the products are invented, which is not the analysis target of this article, and some of them are redesigned product, which is the target and thuswill be analyzed for further development of our approach. Another way of classifying contrary thinking, which is speci cally based on product design, developed in the journal Contrary Thinking, asserts that contrary thinking usually works in three aspects: Reversed Thinking The Reversed Thinking approach is to think from the opposite direction of habitual thinking to observe things that are already known, which creates inventive thinking. It usually opposes things in ways of object?s function, structure, reasoning and other aspects. Converted Thinking The Converted Thinking approach encourages people to observe things at a di erent angles to replace the source of the current problem, moving attention to another target, when the normal approach does not work. Disadvantage Manipulation Disadvantage Manipulation is using aws and shortcomings to recreate them to be an advantage and bene t in problem solving. Conmmonalities can be found in the following ways of classi cation: Both classi cations mention \Disadvantage Manipulatioin". \Converted Thinking" in the second classi cation is similar to \intrinsic analysis" in the rst classi cation, which are both explain by thinking back to the basic level 35 to re-analyze the problem and create a new approach. But the description of those approaches are both too abstract. It is still ambiguous how this thinking exactly works. Further de nition or description of this approach should be developed. A very important di erence exists in these two classi cations: both classi cations men- tioned the feature reversing application, but the rst one regards it as the form of approach, and the second one regard it as an independent approach. Which approach is more accurate? In the above redesigned product example about the Japanese housewife moving the heat function from bottom to top of the pan. In form, \contrary structure" feature is fully shown in this design change. But this thinking process also belongs to the application of \converted thinking" because the housewife actually thinks back to the question of which direction of heat will not cause sh to stick to pan. Following the brief analysis, many product redesign cases to support \disadvantage manipulation" and \converted thinking" will be analyzed detail in chapter four. Many of these cases have been redesigned to a reversed form, such as dark color to white color, stable to unstable, and not like to like. However very few product redesign cases have been found to only support \reversed thinking" as an approach. Thus, according to these two classi cation examples, the contrary thinking approach applied to product design basically will contain \disadvantage manipulation" and \converted thinking," although further de nitions of these two are necessary. And \reversed thinking" will be regarded as a form of contrary thinking but not an approach of contrary thinking applied in product redesign. 2.4.4 The Value of Contrary Thinking To apply contrary thinking into product design idea generation process can inspire de- signers to come up with more design features and make their design more creative and interesting. There is no need to worried that this kind of contrary design will go out of toler- ance of product basic function without a leash, because all design by contrary thinking will 36 be guided under fundamental human needs. So that this combination of contrary thinking and fundamental human needs will create a innovative idea generation approach within a guiding, and they will lead designer to brainstorm a little bit more logically, but still have the same creative e ect on idea generation. 2.4.5 Limitations of Contrary Thinking Bradbury, in his book Rediscovering The Wheel: Contrary thinking and Investment Strategy (2007) mentioned that \contrary thinking does not solve the information problem by enabling us to cope with more variables, but it does, by allowing us to examine the problems and the approaches to them in di erent lights, help us to avoid waste motion and to concentrate our e orts in the areas we pick out for ourselves as being most pro table to study. Our judgment will still be faulty, but if we continue to identify and criticize the theses we are using, we should, in the slow learning process, come to eliminate some, improve others, and discover new ones more suitable to work with" (Bradbury, 2007). At the same time when we realize contrary thinking conveys great creative thinking, we should also notice that none of these approaches are omnipotent. \The contrary theory is a way of thinking, but let?s not overweigh it. It is more of an antidote to general forecasting than a system for forecasting. It is a thinking tool, not a crystal ball" (Hu, 2007). This is important to warn us that contrary thinking, or any kind of approaches, should be applied under a certain range of situations. Chapter 6 will provide the scope and limitations of the nal guideline speci cally. 2.5 Conclusion: Studying Goal of Thesis In summary, although contrary thinking has been used in product design, and several principles of contrary thinking have been created; there are no extensive research and sys- tematic guidelines supporting this valuable approach. There is not a clear connection from what is missing to how designers apply this. Thus, based on the theory of fundamental 37 human needs and satis ers, contrary thinking can be used to lead designer to gure out how to trade-o one or several satis ers in the simpli ed process of product design for the basic needs. Many articles and books have mentioned research about human needs in psychology and anthropology, about contrary thinking in business market or investment, and about innovation thinking in product design approaches. But very few of them have researched very deeply into the application of contrary thinking based on fundamental needs in product redesign. In other words, by combining contrary thinking, fundamental human needs and redesign, these three key words, this article will demonstrate a design guideline with certain limitations, worthwhile to research more deeply, detailed, and systematically in this wide product design world. 38 Chapter 3 DESIGN APPROACH DEVELOPMENT BASE ON FUNDAMENTAL HUMAN NEEDS AND PRODUCT DESIGN Designers may or may not notice that during the beginning research phrase of the very classic design process, we are trying to gure out why we are designing, either for an existing product with aws or for a problem, which needs a product to solves it. And that question will further lead us to a more basic one, which is what speci c needs of users can be satis ed by this product. During this whole thinking process, some designers will perform a deep analysis before they get involve into further design, but some of them will only have a super cial idea and keep on doing their next step of design. Just like Albert Einstein said, \the world as we have created it is a process of our thinking. It cannot be changed without changing our thinking." Product is a combination of art and science, which is actually as complex as other scienti c study outcome. To make a good product requires product designers to adjust their thinking and provide the right direction to guide their creative decision in any phrase of design. Thus, at the beginning of all phrases, knowing what needs we are designing for is very basic and essential. \The challenge to all of us is to internalize an approach to development based on human needs which, once understood, will guide our actions and expectations" (Max-Neef, 1989). 3.1 Fundamental Human Needs Reclassi cation for Product Design Economic goods as tools enhance various types of satis ers to ful ll our fundamental needs. \While a satis er is in an ultimate sense the way in which a need is expressed, goods are in a strict sense the means by which individuals will empower the satis ers to meet their needs" (Max-Neef, 1989). During the real design process, there is no real necessity to gure 39 out how product, satis er and fundamental human needs interact with each other. However, learning to utilize this whole theory to clear our design thinking at the beginning design phase in order to simplify problems is very important. Like this article mentioned before, how we arrange our design activities and focus our design thinking will in uence and lead our design result into very di erent ways. While the matrix of needs and satis ers has done a good job in describing the whole fundamental human needs theory, we still need to reclassify a speci c and direct matrix for reference of product designer?s design activity. In gure 2.4, according to axiological categories, Max-Neef classi ed fundamental human needs into nine basic needs, which are subsistence, protection, a ection, understanding, participation, idleness, creation, identity and freedom. But how do products enhance satis ers to meet all these basic needs? By the following explanations, each fundamental need can be understood in a way related to speci c types of product features. Subsistence: Basic features of usability and usefulness which guarantee the main func- tion of products. Protection: Features that prevent user from physical or property damage. A ection: Features that bring the user pleasure, joy, and comfort. Understanding: Features that help the user understand product function and how to use the product properly. Idleness: Features that help the user save time, resource and e orts. Creation: Features that allow the user to design or self-de ne. Identity: Features that have a branding and united feeling for the user such as company worker, or team member. 40 Figure 3.1: FHN Reclassi cation Based On Needs of Product 41 By using these seven rede ned fundamental needs, product user-friendly features can be classi ed as satis er enhancers meeting certain basic needs. And based on user-center design theory, which is \user-centered design tries to optimize the product around how users can, want, or need to use the product, rather than forcing the users to change their behavior to accommodate the product," user needs can be seen as essentials from the surrounding physical, mental, and environment, which is also a process of interaction, another category. The de nition of these three categories follows: Physical needs: Needs related to human ergonomics and completion of action are satis ed by using a product. Ususally these needs are necessary and basic for a functional product. Mental needs: Needs which are beyond needs satis ed by products? basic function are needed for improving product value and better serving users at a higher level. Usually these needs are not have-to-be-satis ed ones considering a functional product, but their existence are necessary for fundamental human needs, such as \a ection, \idleness" and \protection." Interaction needs: Needs related to interaction between human-human and human-environment are sat- is ed by using a product. Figure 3.1 is the chart of Fundamental Human Needs based on needs of product. The purpose of making this reclassi cation is to better guide the designer to simplify and clear their design thinking at the beginning of the design process. Due to the attributes of product, \freedom" cannot really be satis ed directly by a product, so it has been moved out of 42 the reclassi cation category. Also, \participation" is combined with interaction needs for minimum duplication. Like the relationship between fundamental human needs and satis ers, which is not one-to-one correspondence, the design features in this chart can also can appear in di erent needs at the same time. For instance, the feature \soft edge" can protect user from physical damage such as cutting the hand, but it also can bring user a visually comfortable feeling, which belongs to the a ection category. And to prevent misunderstanding when designers use this chart, it has to be clear that all the features should be seen and considered from the user?s side of view, not from the designer?s. And considering a better understanding of interaction needs, all the features in the chart also should be seen from user?s side of view. In other words, under public space, all these features satisfy each individual person, not a group. 3.2 FHN Analysis Approach Development Based On Fundamental Human Needs It is not enough to only have Figure 3.1, the chart of FHN reclassi cation. If we say the designer will start to think about product features in that way, which means categories as a thinking clearing process, there are still ambiguous approaches behind all these when they face real design action. Thus, an approach which we can call \FHN Analysis Approach" can be developed according to the FHN reclassi cation. The following studies will rstly show how \FHN Analysis Approach" works for an existing speci c product. Material Product Cup is a general name of all di erent types of cups. By the material category classi ca- tion, we have paper, plastic, glass, porcelain, wood, mental, and rubber cup. By usage di erences classi cation, we have teacup, co ee cup, wine glass, mug, etc. We cannot know which one is better without giving certain design circumstances, but we can know a cup, just as a product, can satisfy basic needs of humans and how each feature in this 43 product does that. In other words, in order to simplify this \cup" design, we consider it from an angle that all the di erent features exist for serving human needs. Here, for cup design, we generally can classify the features into two big categories, which are \user physical needs" and \user mental needs." All cups, which should also be designed well, have the same basic functions for user physical needs: containing liquid, holding with the hand and using for drink. And for basic mental needs, features such as comfort and preventing physical damage should also be considered in the design process. Other additional features, such as tea lter, handle, color and even branding logo all vary according to certain design targets. But we still realize no matter what the situation is, what special features are needed in this design, they still can be classi ed into Fundamental Human Needs, which is demonstrated in Figure 3.2. The features collected here are just examples. According to di erent situations, di erent features will be added to this chart. \Subsistence" is a very special and most basic feature. If a product fails to ful ll this category, we cannot regard it as a usable product. Thus, all the features belonging in this category should be rstly considered and satis ed during concept development. Also, when designers write down these kind of features, they should put them on the top of the list and try to avoid describing duplicate feature. No matter what kind of problems designers are dealing with, they can summarize all the necessary features into this chart to have a clear understanding and judgment. By creating this chart, we can not only easily tell how a product with features satis es each basic need, but also know which needs are speci cally more important than others. Products like cups, chairs, desks and tableware have a tendency to have the demand of needs in \Protection" and \A ection" beside the very basic needs \Subsistence". But, the same as material product, human needs can be di erent. Electric products with interfaces also require products to provide good interaction features, such as sound and 44 Figure 3.2: Chart of Cup and Fundamental Human Needs light feedback, even vibrating alerts. And due to more complex functions compared to cups and chairs this kind of product with interface systems also requires higher understanding for usual human behavior and cognitive ability. Figure 3.3 demonstrate these di erences compared to Figure 3.2. 45 Figure 3.3: Chart of Cell Phone and Fundamental Human Needs Website (or App) Website is a non-material product. Dissimilar to cups which usually will not have share features, website has another special attribute which is its interactive feature. This product not only needs to satisfy user personal physical and mental needs, but also need to complete a successful interaction process. Figure 3.4 demonstrates the thinking process with the additional \Interaction Needs" aspect through analysis of the Amazon website. 46 Figure 3.4: Chart of Amazon Website and Fundamental Human Needs The main function of Amazon is online shopping and branding product evaluation so that \protection," \understanding" and \identity" are more necessary needs for cus- tomers, and \understanding" has the highest rate. Compared to amazon.com, wix.com, an online portfolio or personal design website analyzed in 3.5, has di erent tendencies of demands. Figure 3.5 shows that as a self-design website, most of its function is as- sisting users in design and self-de nition. Thus compared to Amazon, \creation" needs are greatly satis ed here. In addition, \A ection," \Understanding," and \Idleness" are the other three main fundamental human needs satis ed in this case. From these two charts, we also can see that \understanding" is a very essential need that should be highly satis ed in website design work. 47 Figure 3.5: Chart of Wix Website and Fundamental Human Needs 3.3 Conclusion: Process of Applying FHN Analysis Approach In general, case studies shown in the last section attempt to explain that FHN Analysis Approach is convenient and e ective. Di erent products have di erent needs satisfying requirements of user. Once a designer has a target product, by analyzing using this chart they can easily know what are important and irreplaceable features, and which features can be traded-o according to certain requirements or under certain circumstances. Figure 3.6 shows a basic process of this FHN Analysis Approach. 48 Figure 3.6: Process of FHN Analysis Approach Furthermore, once a chart for a product has been created, it has two functions, which are idea generation assistance and evaluation: Idea generation Assistance: By laying down all the features from the designer himself or herself, FHN Analysis will clearly demonstrate an existing feature?s tendency distribution of a product, which can be seen as conventional perspective or habitual point of view. And by observation and further trade-o action, the designer can create many di erent feature combinations, which may not all be e ective, but the whole process can motivate a designer?s creative nerves to nally get a good idea. Evaluation: This function is available when several rst concepts have been created. According to the FHN analysis chart, the designer can recheck and adjust his or her ideas about which part does not satisfy necessary human needs, and which part can be weaker or stronger. The purpose of developing FHN Analysis Approach is for better demonstration of ap- plying contrary thinking into further creative thinking, which is discussed chapter ve. It also can be used independently as a thinking tool for simpli cation. 49 Chapter 4 PRODUCT REDESIGN BY CONTRARY THINKING If we say that a redesigned product is a result of sequence of actions that can be seen as adding or rearranging values of a product with original basic function, then contrary thinking is one of the approaches to creating good redesign. Adding, reducing and rearranging features of a product can be an interesting and creative redesign process. Figure 4.1: Redesign, Contrary Thinking and Product Value 4.1 Two Approaches of Contrary Thinking In chapter two, the way of classi cation of contrary thinking has been generally discussed according to two existing classi cation, which are \converted thinking" and \disadvantage manipulation." However, the existing de nition of \converted thinking" is ambiguous. The original de nition is: \Converted Thinking approach encourage people to observe things in a di erent angle of way to replace the current problem resource, move attention to another target, when normal approach does not work" (Zuoan Reading, 2010, January 7). 50 As an approach to guide designers? design thinking that sometimes can be confused and chaotic, it needs to be more simple and accurate to be understood and applied to save time and e ort. Thus by observing supporting product redesign cases, which will be discussed in the following sections in detail, a more speci c description of \converted thinking" is created. The rede nition of two approaches of contrary thinking is as follows: Disadvantage Manipulation Designers use one or several relatively disadvantageous features in product to achieve better design. Function Transfer The designer transfers a certain function from a part of product to another part of the same product, or between a set of products that are usually used together. During this process, parts of the product or one of set of products can be abandoned or added. To better understand how speci cally these approaches work in our design activities, we need to collect supporting cases to study and analyze. 4.2 Redesign Case Studies of Disadvantage Manipulation Designers usually avoid features that seem unacceptable to the public because conven- tional thinking usually will lead people to a xed mindset. But many cases have proven that it can be creative if we just convert these \shortcomings" to parts of a product. The following case studies will demonstrate how disadvantage manipulation works. Based on fundamental human needs, cases have been separated into sections divided by physical needs, mental needs, and interaction needs. 4.2.1 Basing on Fundamental Personal Physical Needs Tea Cup Redesign 51 Figure 4.2: Tea Cup Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn 1) Problem Solving: Separate tea and water. 2) Disadvantage Feature: Unstable bottom. 3) Design Intro: When drinking tea, many people don?t like tea leaves sticking on lips or ending up with leaves in the mouth. So many existing products show that the designer will design a lter to separate tea and water. Most existing lters are placed on the rim of the water bottle or cup, but in this case the designer wisely uses an unstable bottom to control the position of water and uses a small mesh lter to separate tea and water. 4) Analysis based on fundamental human needs: 52 Figure 4.3 demonstrates drinking tea this action requires product to satisfy protection, idleness and a ection other than the basic subsistence. Figure 4.3: Chart of Tea Cup and Fundamental Human Needs The designer trades o physical need \stable bottom" to ful ll mental need \separate tea and water," and at the same time satisfy \no leaking" to prevent the unstable bottom from causing hot water to pouring out, which will threaten \protection." Sugar Spoon Redesign 1) Problem Solving: Control sugar intake. 2) Disadvantage Feature: Leaking. 3) Design Intro: Many people like to add much sugar to their co ee, but we also know that too much sugar intake is not healthy for our body. Designers focus on this problem and apply 53 \leaking," this disadvantage feature, to sugar spoon to remind people to control the volume of their sugar intake. Also, making shape of the spoon like a skull can also remind people to care for their health. Figure 4.4: Sugar Spoon Redesign Figure 4.5: Chart of Sugar Spoon and Fundamental Human Needs 54 4) Analysis based on fundamental human needs: In this design, the feature \no leaking" is traded o by mental needs feature \con- trol volume of sugar." But at the same time it keeps feature \scoop sugar" as the \subsistence" feature so that this redesign is accepted. Public Dustbin Redesign Figure 4.6: Public Dustbin Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn 1) Problem Solving: Easy pouring of trash into a dustbin and letting people put the public tool back to its position. 2) Disadvantage Feature: Inclined bottom and instability 3) Design Intro: 55 After the user sweeps trash and dust into a dustpan, the next action will be to pour all trash into the dustbin. But in this action, the user has to lift the dustpan higher to achieve the height of dustbin, which is not convenient. Designers noticed this problem and use and inclined bottom to lower the dustbin height. After cleaning, this inclined dustbin also implied people will think \make it straight." This reminds people to put dustbin and broom back which will make the dustbin straight. 4) Analysis based on fundamental human needs: Similar to the rst cases, this design traded o \stable bottom" to get the feature \convenient" and \sharing", and also kept \no leaking" to prevent trash getting out of dustbin. Figure 4.7: Chart of Public Dustbin and Fundamental Human Needs 4.2.2 Basing on Fundamental Personal Mental Needs Cup Redesign 56 1) Problem Solving: Watermark ring is annoying. 2) Disadvantage Feature: Watermark ring 3) Design Intro: Many people don?t like watermark rings. Coaster are designed to prevent watermark and protect table. However in this case, the designer kept the watermark, this annoying feature, and make it look like a sakura ower by changing the shape of cup bottom, which change the way people see watermark ring. Figure 4.8: Sakura Cup. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn 4) Analysis based on fundamental human needs: This design keeps \no watermark ring" feature and combine it with the feature \good outlook" by creating a sakura bottom shape. Also at the same time the designer didn?t change the rim shape to sakura and kept the circle to satisfy \soft edges," which can prevent people from hurting their lips. 57 Figure 4.9: Chart of Sakura Cup and Fundamental Human Needs Bottle Rim Redesign Figure 4.10: Bottle Rim Design. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn 1) Problem Solving: Lovers want to stay longer when they are dating. 2) Disadvantage Feature: Small bottle rim. 58 3) Design Intro: When lovers are dating, they usually will buy a beverage while they are talking. But when they nish those beverages, it will remind them to go somewhere else or just say goodbye. Designer noticed this human mental need and designed a smaller rim for beverage bottle. Although it is not easy to drink fast, this feature can make lovers spend a longer time drinking the beverage, which makes lovers stay longer. 4) Analysis based on fundamental human needs: In this design, the feature ?big opening" is traded o by the mental needs \for lovers while dating," and this does not in uence the basic function of beverage bottles, which is the feature \contain beverage." Also, this redesign still guarantees feature \drink smoothly" which makes this redesign acceptable. Figure 4.11: Chart of Beverage Bottle and Fundamental Human Needs 59 4.2.3 Basing on Fundamental Interaction Needs Toilet Paper Redesign Figure 4.12: Toilet Paper Redesign. Adapted from Designing Design. (p.27), by Kenya Hara, (2007), Switzerland: Lars Muller Publishers 1) Problem Solving: Saving resources. 2) Disadvantage Feature: Hard to pull paper out. 60 3) Design Intro: If we only consider from a user?s perspective, toilet paper should be designed to be easily pulled out. But when we look at the big picture and consider limited global resources, we should realize everyone on earth has the responsibility to protect our environment and save resources. From this point of view, designers redesigned toilet paper cores and simply changed its shape from cylinder to cuboid, which will make toilet paper rolling a little bit slower and harder. But what is important is that this change does not in uence the basic function of toilet paper cores. Paper still can easily to be dragged out and the design can remind people to save paper. Also, cuboid core also change the shapes of toilet paper, which is easier for stacking. 4) Analysis based on fundamental human needs: Figure 4.13 is the chart that demonstrates the analysis of toilet paper based on FHN. Figure 4.13: Chart of Toilet Paper and Fundamental Human Needs 61 In this design, the feature \saving paper" was strengthened and \cylinder shape" was traded o . But these change didn?t in uence the feature of \Idleness," which means \easy rolling" just decrease its level from smoothly rolling to rolling. Hospital Signage System Redesign Figure 4.14: Hospital Signage System Redesign. Adapted from Designing Design. (p.165), by Kenya Hara, (2007), Switzerland: Lars Muller Publishers 1) Problem Solving: Maintaining public sanitation. 2) Disadvantage Feature: White color. 62 3) Design Intro: Public spaces, especially places like hospitals and restaurants, need to keep a tidy environment. So usually in order to prevent a wall, table or signage from getting dirty, the designer usually will choose a dark material to decorate things that easily are touched and get dirty. In this case, the designer contrarily applies white and soft material to all signage. He intends to remind people to maintain public sanitation by creating a clean and tidy environment. 4) Analysis based on fundamental human needs: In this design, the interaction feature \keep public place clean" is enhanced by using feature \easy to get dirty material" instead of the feature \dark color material." Figure 4.15: Chart of Signage System and Fundamental Human Needs 63 4.3 Redesign Case Studies of Function Transfer Function Transfer has been used in many product design cases, but it hasn?t been summarized into an approach. By moving one function from one part of product to another part of same product or between a set of products that are usually used together, design outcomes can be smart and creativity can be intrigued. The following product redesign cases show us the speci c working process of this approach. 4.3.1 Basing on Fundamental Personal Physical Needs Wall Socket Redesign Figure 4.16: Extensible Wall Socket. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn 1) Problem Solving: The plug wire is not long enough. 2) Transferred Function: Extendable wire. 64 3) Design Intro: The conventional way to extend a wire is focusing on plug?s wire. This design winsomely transfers this function to the wall socket by hiding an extendable wire into the wall and connecting with a movable socket. 4) Analysis based on fundamental human needs: Figure 4.17: Chart of Extensible Wall Socket and Fundamental Human Needs In this case, a plug and a wall socket are two products used together. The feature \extendable wire" is transferred from the plug wire with a conventional perspective to the wall socket in a creative point of view. In this way, it not only solves the main problem, but also hides part of the wire into the wall to make the wire look tidy. Umbrella Redesign 1) Problem Solving: Umbrella will ip over when blown by a strong wind. 2) Transferred Function: Folding structure. 65 Figure 4.18: Umbrella Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn Figure 4.19: Chart of Umbrella and Fundamental Human Needs 66 3) Design Intro: It is very common and inconvenient that our umbrella may ip over from strong winds. The designer in this case cleverly not only moved the supporting structure of umbrella from below to above the fabric, which prevents the fabric from ipping over, but also changes our conventional method of closing an umbrella from up to down. 4) Analysis based on fundamental human needs: The feature \sturdy folding structure" is transferred on the same carrier umbrella, but by inspiration of structure reversing form, the designer moved the folding structure from below the fabric to the top. Also, to satisfy the subsistence function \open and close," he or she changed the movable feature from folding structure to fabric. This design sacri ces feature \good outlook" for a trade-o . Broom Redesign Figure 4.20: Broom Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn 1) Problem Solving: Broom easily falls down 2) Transferred Function: Broom standing 3) Design Intro: 67 Usually an upright sweep set will provide a broom snap to hold the broom in an upright position. In this case the designer transfers this function from the dustpan to broom. 4) Analysis based on fundamental human needs: The broom and upright dustpan snap are a set of products to perform standing broom behavior and are conventionally used together. In this case, the feature \can stand" is trans- ferred from the dustpan to broom to ful ll mental needs \upright storage." Figure 4.21: Chart of Broom and Fundamental Human Needs 4.3.2 Basing on Fundamental Personal Mental Needs Tea Cup Redesign 1) Problem Solving: Wet tea bag will drip tea water while taking it out of the cup. 2) Transferred Function: Squeezing teacup. 68 Figure 4.22: Tea Cup Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn Figure 4.23: Chart of Teacup and Fundamental Human Needs 3) Design Intro: It is annoying that a teabag will drip water on the oor or table when the user takes the wet teabag out of the cup. But it is also inconvenient and unhealthy if a user squeezes 69 the teabag by hand. The designer in this case transfers this squeezing function to the tea cup, which will not only prevent the hand from polluting the tea water, but also save the user?s e ort of throwing away wet teabag by storing it on. 4) Analysis based on fundamental human needs: In this design case, in order to satisfy the needs \protection" and \idleness" by prevent- ing teabag dripping into hot tea water, the feature \ergonomic tting handle" carries the function \squeezing and xing teabag" from user?s hands. Curtain Redesign 1) Problem Solving: Bring the user a di erent way to change conventional behavior. 2) Transferred Function: Open the curtain and pull the curtain shut. Figure 4.24: Curtain Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn 3) Design Intro: Pulling the curtain to the left or right side to open it is a very common and usual behavior. In order to change this conventional life habit and bring a fresh feeling to an 70 ordinary object, the designer created a foldable curtain with many small magnets on it. By this way, people need to push the curtain up to open it instead of pulling two parts of the curtain to the sides. When closing the curtain, the user just needs to pull the curtain down instead of dragging two sides of curtains to the middle. 4) Analysis based on fundamental human needs: Curtain and curtain tiebacks and rings are a set of products to perform opening and shutting behavior. This design mainly satis es human?s \a ection" needs because that is the way that we open and shut curtains, which does not have any big problem from product design perspective. But changing our conventional behavior in our daily life can bring us a refreshed and innovative feeling, which can be called \a ection", by abandoning \pulling and dragging," and also transferring the \open and shut curtain" function from curtain tiebacks and rings to the curtain itself. Figure 4.25: Chart of Curtain and Fundamental Human Needs 71 Table Lamp Redesign Figure 4.26: Table Lamp Redesign. Adapted from http://www.qiqufaxian.cn. Copyright 2007-2014 by Qiqufaxian.cn 1) Problem Solving: Bring the user a di erent way to change conventional behavior. 2) Transferred Function: Control the brightness of light. 3) Design Intro: Similar to the last case, we usually will control brightness of light by turning the button on the light. But in order to create a di erent and innovative way to do the same thing, the designer creates a box with a window blind to control the brightness of light. 4) Analysis based on fundamental human needs: Inside the electric structure of light is the object to perform brightness control behavior. By transferring the function \control the brightness" from the light to the outside structure, this design also mainly satis es human?s \a ection" needs. In this case, the designer is not removing part of the product or moving the whole product out; instead he or she added a part to the original product to perform the same function. 72 Figure 4.27: Chart of Table Lamp and Fundamental Human Needs Bicycle Lock Redesign 1) Problem Solving: Prevent bicycle being stolen. 2) Transferred Function: Locking Bicycle. 3) Design Intro: Nowadays bicycle thieves are clever and they can break any kind of lock. To protect people?s safety, designer designed this pedal lock, so that if this lock is broken by a thefts, there is no pedal for the thief to use to ride away. 4) Analysis based on fundamental human needs: Bicycle and locks are a set of products that together prevent bicycle thief behavior. By transferring \sturdy locking structure" feature from the lock to the bicycle itself, this design cleverly satis ed the feature \stealing resistant" belonging to basic \protection" needs. Also, it is a good way to ful ll feature \easy storage." 73 Figure 4.28: Bicycle Pedal Lock. Adapted from http://www.qiqufaxian.cn. Copyright 2007- 2014 by Qiqufaxian.cn Figure 4.29: Chart of Bicycle Lock and Fundamental Human Needs 74 4.3.3 Basing on Fundamental Interaction Needs Potato Chips Can Redesign 1) Problem Solving: Bottom potato chips are hard to remove. 2) Transferred Function: Structure to easily take chips out of the can. Figure 4.30: Potato Chips Can Redesign. Adapted from http://www.qiqufaxian.cn. Copy- right 2007-2014 by Qiqufaxian.cn 3) Design Intro: When we pick potato chips out of the can we always feel inconvenienced because it is hard to get chips at the middle and bottom positions. If you hold the can upside down a little bit trying to pour the chips out, some small potato fragments will come 75 out and fall. Some cans of chips will have a plastic drawer to easily let chips in and out. In this case, the designer also considers that potato chips are a welcome food at a party and it is necessary to easily share them with many people. He or she transfers \taking chips out" thought to \changing the shape of bottle" and made a can which can be unfolded to become a big bowl with chips in it. 4) Analysis based on fundamental human needs: By FHN analysis, \idleness" and \protection" are the basic needs should be mainly satis ed for a potato chips product. In this design case, the designer transfers the fea- ture \structure to easily take chips out" from inside the structure to the can itself. In order to ful ll the feature \ take chips out," the designer abandoned \cylinder shape." At the same time this change also ful lled the feature \big rim of bottle." However, this design has a shortcoming due to the feature \ability to store chips." That means once the bottle has been unfolded, it is not easy to refold it to store chips. Figure 4.31: Chart of Potato Chips Can and Fundamental Human Needs 76 4.4 Approach Development of Contrary Thinking By collecting, observing and analyzing product cases, we can gain a general idea regard- ing how the two approaches of contrary thinking \disadvantage manipulation" and \Function Transfer" works. Thus, more a systematic instruction of the application of these two ap- proaches can be built as the core part of guidelines of contrary thinking. 4.4.1 Application of Disadvantage Manipulation To apply disadvantage manipulation approach, the following steps are: Identify the key problem and target product: The target product can be only one, two or more if they closely work together to complete an sequence of action. The identi ed problem is an unsolved need that needs to be written down as human mental needs in a chart of FHN analysis. Idea generation features.: According to the example of the FHN analysis chart mentioned earlier, the designer brainstorms all the related features by referencing the seven fundamental human needs and categorizes them into physical, mental and (if necessary) interaction needs. The designer alone or several people can complete this process together. No duplicated or very similar features should appear in this chart. Observe and nd features that can be changed into disadvantage feature, generating trade-o idea: For example, in order to solve a problem, represented by feature 2 under human mental and interaction needs in gure 4.32, feature 3 under human physical needs can be turned into a disadvantage feature. However this redesign change can in uence some features, becoming disadvantages too, which may in uence other \fundamental human needs." Thus, these features needs to be enhanced in a minor way or changed to 77 Figure 4.32: Disadvantage Manipulation Flowchart 78 continue satisfying related needs, such as feature 2 under physical needs in gure 4.32. But sometimes these sequence of redesign action may slightly weaken some needs, such as feature 3 under mental and interaction needs. But the designer must consider if this result is acceptable so that this feature can be sacri ced. Repeating step three to create several di erent concepts as back-up, examine them by referencing the seven fundamental human needs: A screening process is necessary to select the best solution. By reanalyzing these ideas under a FHN analysis chart, it is easier to nd out if there any change interferes with \subsistence" needs or if any change does not tting limitations and requirements. 4.4.2 Application of Function Transfer Several steps of the function transfer approach are identical to disadvantage manipula- tion. To apply the disadvantage manipulation approach, the following steps are: Identify the key problem, target function and products: One thing the designer needs to be aware of, when applying this approach, is that the target products need to be regarded as carriers. If there is only one product, then di erent parts of this product can be seen as carriers. If there are two or more products working together to complete a behavior, each product can be seen as di erent carriers. The reason to de ne \carrier" is to help the brain to separate products or parts of product to prepare for function transfer. Idea generation features One or more people generate all the related features of human physical needs, mental needs and interaction needs based on the key problem, target products and related behaviors. The sequence of idea generation can reference each of seven fundamental human needs. No duplicated or very similar features appear in this chart. 79 Figure 4.33: Function Transfer Flowchart 80 Observe and nd features that can be transferred from one carrier to another. Then, generate trade-o idea: For example, in order to satisfy feature 2 under mental and interaction needs in gure 4.33, feature 3 under physical needs was found to be able to move from a conven- tional carrier to a new carrier. With this redesign change, some features will be also in uenced, such as feature 4 under physical needs and feature 3 under mental and interaction needs. Feature 4 needs to be enhanced to support the transition of feature 3, but all these redesign changes cause feature 3 to not be fully satis ed. But this not a big in uence compared to the main function improvement, so this design concept is acceptable. Repeat step three to create several di erent concepts as back-up, examining them by referencing the seven fundamental human needs: Recheck ideas under FHN analysis chart, the same as with disadvantage manipulation. 81 Chapter 5 GUIDELINE OF USING CONTRARY THINKING TO REDESIGN ON THE BASIS OF FUNDAMENTAL HUMAN NEEDS 5.1 Scope of Application in Design Process In Chapter three and four we have discussed the details of using contrary thinking to redesign products considered from a fundamental human needs point of view. As a guideline for designers to apply in the design process, it is necessary to demonstrate when and where is appropriate to use this approach. Figure 5.1: The Design Process. Adapted from Writing an Internal or External Design Brief, 2013. Retrieved from http://showandtelldesign.com/writing-a-internal-or-external-design- brief-back-to-basics 82 There are many ways of de ning the product design process but most of them are very similar, such as gure 5.1, which is one of the very basic diagrams to describe the design process steps. According to the development of the approach combining contrary thinking and fundamental human needs, the goal of this guideline is to inspire designers to generate more creative ideas, evaluate all the potential ideas considering constrains and limitations, and make nal several best choices for further concepts development, such as gure 5.2 demonstrates, which are all based on satisfying human needs. Thus, this guideline belongs to the step \Idea generation and analysis". Figure 5.2: Brainstorm Process. Adapted from 24 Weeks of Windows Phone Metro Design, Ideation and Concept, by Arturo Toledo, 2012. Retrieved from http://ux.artu.tv/?p=206. 5.2 Summary of Approach Manipulation Process After we identify problems, understand constraints, and are ready to explore good ideas, we need to complete the two steps of the process of this \contrary thinking" brainstorm technique: Create the mind map by using \FHN Analysis Chart?." 83 Just like we introduced in chapter three and four, in order to apply FHN Analysis approach we need to ll in three main parts to complete this chart before we brain- storm, which are \target product," \product features" and \ fundamental human needs rating." Figure 5.3: FHN Analysis Chart 1) Target Product 84 When we write down the target product, our mind should not just focus on a product itself; instead we should also describe the series of human actions to use this product, and write it down simply into chart under the product name for easier recall. 2) Product Features Not just a random idea generation of any features, in order to help the designer to brainstorm with several guiding directions, this chart separates all the features relating to the product into three categories according to human needs, which are \user physical needs," \user mental needs" and \interaction needs." Some products that do not have interaction attribute can have the interaction needs section deleted, but if necessary, it also can be added. But when we look at these three needs, a problem arises which is that di erent people have di erent understanding about these three needs. So we need de nitions to guide the designer?s direction of thinking: The de nition of these three categories: { Physical needs: Needs related to human ergonomics and completion of actions satis ed by using a product. Usually these needs are necessary and basic ones for a functional product. { Mental needs: Needs which are beyond needs satis ed by the product?s basic function are needed for improving product value and better serving users at a higher level. Usually these needs are not have-to-be-satis ed ones considering a functional product, but their existence is necessary for fundamental human needs, such as \a ection, \idleness" and \protection". { Interaction needs: 85 Needs related to interaction between human-human and human-environment are satis ed by using a product. Just like gure 5.3, all the features in \user physical needs" are the ones that support basic completion of basic functions. But the features in \user mental needs" are the ones that are not really necessary but will provide more value to the product and better satisfy user needs. \Interaction needs" are mainly features that relate to public sharing or to environmental balance. Figure 5.4: Features Generation by Using Di erent Color Notes. Retrieved from http://interactiondesign.sva.edu In practice, the designer can do this brainstorm him or herself or ask a group of people, using di erent colors of sticky notes to separate the three human needs. 3) Rating Fundamental Human Needs No matter how all the features are written down, by categorizing all the features into seven fundamental human needs we can clearly understand two points: 86 { What needs have to be satis ed. { What needs are not very important, but may have potential. Thus, the value of this rating process is that it guides the designer?s direction of thinking and discovers potential design directions. Generation of di erent features through transformation by using contrary thinking approaches. According to the detailed development of contrary thinking approaches \disadvantage manipulation" and \function transfer" in chapter four, designer can try these two approaches by randomly combining di erent features notes to brainstorming, such as gure 5.5. Figure 5.5: Idea Generation. Retrieved from http://www.creative-constructs.com/sticky- note-ninjitsu The rede nitions of the two approaches are: 87 { Disadvantage Manipulation Designer uses one or several relatively disadvantaged features in the product to achieve better design. Figure 5.6: Simple Disadvantage Manipulation Diagram Function Transfer The designer transfers a certain function from one part of the product to another part of the same product, or between a set of products that are usually used together. Dur- ing this process, parts of the product or one of set of products can be abandoned or added. Figure 5.7: Simple Function Transfer Diagram 88 The speci c steps of applying these two approaches are in chapter four. By all these series of actions, the designer can fully stimulate his or her creativity and imagination. Good ideas then can be generated. 5.3 Limitations In former sections, sixteen product redesign cases has been detailed analyzed to prove the design result of applying contrary thinking techniques based on FHN analysis is convincing and creative. However due to the limited time for this research, more designer testing are needed to be further set up to demonstrate the application e ect on di erent designers with various design ability and knowledge of design. The result also need to compare to the result of same group of designers when they use other idea generation approaches and the result of same group of designer when they doesnt use any approach, although the comparison test has certain di cult to control in uence of various. 89 Chapter 6 FINAL DESIGN BY APPLICATION OF GUIDELINE 6.1 Coat Rack Redesign 6.1.1 Design Opportunity Coat rack is designed for users to hung their clothes when they come back home, which is convenient for temporary cloth storage. But usually people do not wear the same cloth everyday, so many of them will put on other clothes instead of the one hanging on the coat rack. After days go by, there will be more and more clothes hanging on the coat rack and people usually will forget to take them o of it. So a traditional coat rack lacks a feature that can remind people to wash or to wear the clothes on the coat rack, which can help users having a good life habit. Figure 6.1: Coat Rack with Many Clothes on It 90 6.1.2 Design Thinking By using approach of fundamental human needs analysis, chart 6.2 was created for cre- ative idea generation. After writing down as many features as possible that related with design target, according to disadvantage manipulation approach, feature \stable" can be traded o . By weakening the stability at visual level of the coat rack and enhancing the stability at physical level, feature \good cloth storage habit" as the design target can be achieved and it also can refresh users? knowledge of conventional coat rack stand. Figure 6.2: FHN Analysis of Coat Rack Just like when people see the tree with snow on it in gure 6.3, they have a potential tendency to adjust things back to straight or stable. So a stable coat rack stand with an unstable visual look can help this redesign to achieve the design goal. 91 Figure 6.3: Inspiration of Coat Rack Redesign 6.1.3 Concepts Development and Sketches Figure 6.4 is the sketches of idea development. The main goal is to design a \unstable" appearing coat rack stand with a stable physical structure. Figure 6.5 shows the three sketches of nal concepts. Figure 6.4: Ideas Development 92 Figure 6.5: Final Concepts The key points which has to be considered into this design are not only making it looks \unstable", but also controlling the minimum space occupied by the coat rack, avoiding any potential danger and keeping the aesthetic appearance. 6.1.4 3D Model and Final Rendering The material of the main body of coat rack is wood and the material of the base is acrylic. Steel nails, wood glue and tongued-and-grooved joint structure are applied to make the design more stable. The reason of choosing clear acrylics as the material of base part is that in this way, user can focus their attention on the wood part, which is visually unstable. And the clear acrylics are responsible for making the whole structure stable. Figure 6.7, Figure 6.8 show how the steel nails and tongued-and-grooved joint work in this design. 93 6.1.5 Design Bene t Comparing to other coat rack design, this redesigned coat rack has a better con gura- tion about guiding user to have a good cloth storage habit, which better ful ll the \a ection" fundamental human need. The reason why a good habit should be classi ed into \a ection" is that a good habit will lead user to have a better living environment and a positive attitude, which will increase user?s a ection feeling. Thus, we can say that this redesign has better design bene t than usual coat rack for the function of guiding user?s live habit. Figure 6.6: Appearance of \Falling" Coat Rack 94 Figure 6.7: Tongued-and-grooved Joint and Branches Structure Figure 6.8: Bottom Installation 6.2 Floor Lamp Redesign 6.2.1 Design Opportunity Usually, oor lamps are designed with an up or a down or two sides direction of light of the lampshade, which are unchangeable. And usually the way of changing light direction usually relies on steel support structure, like the lamps in gure 6.9. In order to change users? conventional behavior and provide a di erent way of changing light direction of a oor lamp, there is an interesting design opportunity to redesign the lampshade. 95 Figure 6.9: Usual Floor Lamp 6.2.2 Design Thinking By using the approach of fundamental human needs analysis, chart 6.10 demonstrates the related features of lamp according to the design target \di erent way to change light direction." In this chart, by applied function transfer approach, feature \adjust light direc- tion" is transferred from support structure to lampshade, which ful lls the \proper light" that belongs to idleness of human needs. Inspired by the Chinese product fan in gure 6.11, the lampshade can be redesigned to have a similar folding structure to create a changeable lamp shade, which can change the light direction according to user?s di erent needs. 96 Figure 6.10: FHN Analysis of Floor Lamp Figure 6.11: Inspiration of Floor Lamp Redesign 6.2.3 Concepts Development and Sketches To achieve the design purpose, which is redesigning lamp cover to control the light direction, many assumptions and brainstorming concepts have been created. 97 Figure 6.12: Idea Generation Figure 6.13: The Structure Con guration of the Final Concept 98 The majority of these concepts are basing on dividing a lamp cover evenly into several parts. By creating joints, these parts, made by wood, bamboo or fabric, can sway between certain degrees. Based on this thinking, more diversity designs can be created to play around controlling light direction. Considering the common sense that it is better to keep a product easy to use with delicate details, concept 11 is a good choice for nal concept development. 6.2.4 3D Model and Final Rendering Figure 6.14 demonstrates three status of the lamp shade of the same lamp. All the material except the lampshade part is designed to use steel and plastic with wood color paint. The material of the lampshade is fabric with proper hardness. Figure 6.14: Floor Lamp with Foldable Lamp Shade Figure 6.15 shows the detail structure of the lampshade. There are fteen fulcrums on the plastic circle connected with fteen plastic sticks, which are used for holding and 99 changing the fabric lampshade. Thus, by dragging the top or bottom area of the lampshade, a user can easily change the shape of the shade and then change the light direction. Figure 6.15: Inside Appearance of Lamp Shade The fabric of lampshade should not be too soft or too hard. Because if the fabric is too soft, the lampshade will lose the beauty and it also will in uence the e ect when top or bottom area of fabric fold together. If the fabric is too hard, it may cause the top or bottom of fabric to not fold together. Folding status is shown in gure 6.16. Figure 6.17 is a close shot of the detail of the fulcrum structure. These small fulcrum structures can be printed on a 3D printer to make a full-size model. 100 Figure 6.16: Fabric Folding Status Figure 6.17: Detail of Folding Structure 101 6.2.5 Design Bene t The design bene t of this oor lamp redesign is that it better ful ll user?s need for having multiple light direction option from one lamp. It is not only provide a downward light for reading, but also a up and down kind of all way through light and a upward light. The rst one has more functional meaning, and the last two have more stylish values. And all these at some level save the e ort or bring user a convenient to have more design feature from one product, so that this redesign better ful ll the fundamental human needs which is \Idleness." 6.3 Library Table Redesign 6.3.1 Design Opportunity Figure 6.18: It is not healthy to Sit for A Long Time Everyone has experienced after a long time sitting on a chair, his or her whole body feels wrong. It is not a good habit to sit hours without standing up or walking around a little bit. But due to some reasons, such as a paper has to be nished in a day or other deadline is coming, people will choose to have waist pain rather than failing to nish their 102 work in time. Thus, a workspace for people standing to read book or work on computer is necessary, although it is not as comfortable as sitting on chair. But still, standing to work on a high table is a little bit tiring, so that the function \lean against something" need to be included. 6.3.2 Design Thinking This design combines the two approaches of contrary thinking, which are disadvantage manipulation and function transfer. Firstly, the feature \ergonomic tting for sitting" is traded o by \prevent long time sitting", which create a disadvantage feature \not comfort- able" for guiding users toward to a better life behavior. At the same time, in order to reduce the \not comfortable" feature, this design will transfer the function \ lean against chair back" to table itself. By trading o these functions, this design can ful ll users? protection and idleness needs. Figure 6.19: FHN Analysis of Library Table 103 6.3.3 Concepts Development and Sketches The general shape is to design around the user so that many circle features are included. According to the waist thickness of the standing position of 95 percent of people, which are collected in book The Measure of Man and Woman: Human Factors in Design, it is necessary to design a movable top board to t 95 percent of users. At the beginning, there are two thoughts to make the top board move back and forth. One is to move toward the front; the other is to move along the side of left top board. The advantage of the second one compared to the rst one is that it will avoid nger injuries and any items being stuck into the slot between left board and top board. Figure 6.21 shows the idea generation of bottom supporting structure. The two nal concepts on the right corner at the bottom will be made into scale models for further testing. Figure 6.22 is the sketches which demonstrate details of the design. Figure 6.20: Top Boards Structure Con guration 104 Figure 6.21: Supporting Structure Con guration Figure 6.22: Details Structure Con guration 105 6.3.4 Final Two Concepts Scaled Model Test There are two di erent supporting structure demonstrated by the scaled models. Figure 6.23 and gure 6.24 are the photos of scaled model of concept A, and gure 6.25 and gure 6.26 are the photos of scaled model of concept B. Concept A contains many perpendicular structures at the supporting area, and the asymmetrical form provides the whole table a di erent sense of beauty. Concept B is more simpli ed than concept A. The position of two support boards under the main table board and the one support board at the pillow area creates an isosceles triangle shape, which is strong enough to hold three table boards to 43-inch height. And concept B uses less material than concept A, which can lower the price of material cost. Figure 6.23: Scaled Model of Final Concept A 106 Figure 6.24: Scaled Model of Final Concept A Figure 6.25: Scaled Model of Final Concept B 107 Figure 6.26: Scaled Model of Final Concept B 6.3.5 3D Model and Final Rendering Figure 6.27 and 6.28 shows the two status of this library table. All the dimensions are designed reference to ergonomic book The Measure of Man and Woman: Human Factors in Design, the dimensions allow the majority of users to walk in and out. Figure 6.29 shows the di erent perspective of views of this design. Figure 6.30 and gure 6.31 are detail rendering and exploration rendering of the table. From the exploration gure we can see that there are three top boards; two of them are above another one that has two grooves for installing two drawer slices. And the two drawer slices connect with top right board, which will complete the movable structure. The left top board not only connects with the board with grooves, but also xes with a wood vertical board with a soft thin leaning pillow. This part is designed for user to lean against for rest. The installation does not uses no nails. All the connections between each part rely on tongued-and-grooved joint structures, wood glue and wood sticks. 108 Figure 6.27: Top Board Opening and Closing Status in Perspective View 109 Figure 6.28: Top Board Opening and Closing Status in Top View 110 Figure 6.29: Top Board Opening and Closing Status in Left and Back View 111 Figure 6.30: Design Details around Drawer Slides Area Figure 6.31: Exploration View 112 6.3.6 Final Full Scale Model The full size model of the library table took about one month to nish. The following gures presents the process of working and photography of the nal model. Figure 6.32: Board Cutting by CNC Router Machine Figure 6.33: Model Making Process 113 Figure 6.34: Perspective View Figure 6.35: Front View and Cushion Area View 114 Figure 6.36: Dents for Dragging Top Board and Steel Plate for Stopping Top Board Figure 6.37: Table in Used 115 6.3.7 Design Bene t Bad living habit will cause bad impact on our health. This library table redesign aims to create a standing use table that can prevent user from sitting for a long time without any body strech, which is harmful for our blood circulation and it will cause many diseases. This design feature ful ll our \Protection" in fundamental hunman needs, but afterall it will be tired if we stand there for a long time. So that in order to decrease this disadvantage, feature \back cushion" is designed to ful ll user?s another fundamental human needs, which is \Idleness". So there is a balance composed by these two needs satisfaction. 116 Chapter 7 DISCUSSION AND CONCLUSIONS This thesis aims to develop a guideline of creative idea generation by applying contrary thinking into design process. The purpose of this guideline is to help designers have a more systematic and rational thinking for creative idea generation. Basically, there are three key words to guide and limit the whole thesis developing, which are fundamental human needs, redesign and contrary thinking. This research begins with an in-depth discussion of the relationship between human needs and products. Basing on Max-Neef?s theory of fundamental human needs around human scale development area, a reclassi cation of fundamental human needs for product design has been created. The reason of coming up with this reclassi cation is that instead of randomly brainstorming for creative ideas, the designer trades o and plays around with an amount of features systematically, which are designed into products for human needs satisfaction purpose, can create a screening process. This allows more ideas can be got and prevents from missing many good ones. Thus, rst part of the guideline has been developed in chapter three, which named \FHN Analysis Approach." Based on the FHN analysis chart, the second part of guideline can be generated. In chapters four and ve, contrary thinking is rede ned to t product redesign. By using its two techniques, which are \ disadvantage manipulation" and \function transfer," product features brainstormed by FHN Analysis can be strengthened or weakened for achieve a certain design purpose. A number of existing product design cases have been analyzed by contrary thinking approach to test if contrary thinking works in the way summarized in this thesis, and if the design results are creative, e ective and ful ll the fundamental human needs. 117 Although the key word "redesign" in this thesis does not have as direct a relation with guiding functions as the other two key words, it is brought up mainly to constrain the range of types of products discussed in this thesis. Due to the fact that the existing design cases analyzed show contrary thinking usually works as a redesign approach, there is not enough evidence to prove that it can also e ectively works as a new product invention approach. Further research is needed for future analysis. The nal three product designs in chapter six aim to prove the guideline of the two techniques of contrary thinking. The coat rack redesign intends to test the technique \ disadvantage manipulation," the oor lamp redesign intends to test the technique \ function transfer," and the library table redesign intends to test the e ect of combining these two techniques. Compared to the traditional use product, all three nal designs relatively solve identi ed problems better or bring users a di erent using experience. Designers can explore more applications of FHN Analysis and two contrary thinking techniques, as following suggestions: 1. Designer can play around with the combination of the two contrary thinking ap- proaches, such as two parts of a product are designed based on A approach, and another one part designed based on B approach. 2. Designer can try di erent areas of products using this guideline to evaluate the e ect of creative design, such as UI design and service design. 3. Designer can be trained in use of FHN analysis chart for idea generation, such as focusing on the needs \identity," \understanding," and \a ection" to redesign any product chosen. In the future, more observation and tests of these sets of approaching are needed. Ex- periment can be set up as following: 1. Up to 50 designers need to be chosen randomly for further testing. 2. Choose a design topic of product. Need to set up three groups of approach appli- cation for comparison. First group, no idea generation approach allowed for designers. The 118 Second group, designers will apply the approach developed mentioned in this thesis into idea generation. The third group, designers will apply other kind of idea generation approach into their design process. 3. In each group, vote their design products by evaluating their creative level. Compare results of these three groups of testing and get the conclusion. 4. If needed, several more times of the same test with di erent design topics are going to be set up for more accurate result. The di erence between design results with and without the use of this idea generation approach, or with the use of other idea generation approach, should be fully test and com- pared. However we should notice that there are many variables in this experiment that in uence the outcome of this experience. Three of them are explained in the following texts, but more variables are needed to be concluded in the future: 1. The order of these three groups of testing. Which approach is applied by designers rst will change the judgments when designer apply another approach. So multiple tests should be set up and results be compared. 2. The di erent levels of design ability of designers. It is important to choose designers randomly and to control these designers design abilities to avoid test errors. 3. The knowledge of the target design product. 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