Multi Sensory Design

Designers who intentionally try to create specific cooperation with Marieke Sonneveld and Geke Ludden the target expression feel, sound, smell, and look? experiences for people, such as delight, trust or the in 2004. Since 2008 the MSD approach is also being While exploring the world, you should be curious feeling of being cared for, are more likely to succeed used in projects for industrial companies about the sensory properties of objects, especially if they are aware of the messages conveyed by the the ones people hardly ever seem to pay attention different sensory channels and of their contribution to Outline of the MSD approach to: In what ways can you pick up or manipulate an the overall experience. Such a multisensory approach 1. Selecting the target expression object? What sounds can it produce? How does it feel enriches the product experience, avoids unwanted MSD takes the expression of the object (e.g., if you touch it in different ways? What does it smell conflicting messages, and results in products that eagerness, cheerfulness, innocence) as the design like? Try to go beyond obvious choices: objects that are also comprehensible for users with sensory starting point (Sonneveld et al., 2008). In a business look tough may actually feel quite elegant! impairments. context, the target expression may be provided by Each sensory modality is sensitive to a different the marketing department on the basis of consumer 4. Sensory Analysis type of energy and is stimulated by different product research. Alternatively, you may start out from the In the next step you try to describe and understand properties. As a consequence, the modalities usually effect you want to achieve among future users (e.g., the relationships between the perceived sensory provide different pieces of product information, which feeling safe, inspire), and determine which object properties and the product expression. Try to find may or may not overlap (Schifferstein & Spence, and interaction qualities are needed to achieve the out why certain samples seem related to a specific 2008). desired effect. expression and try to determine the physical For instance, a bus stop may look attractive and properties that evoke the target expression. During welcoming, but leave the waiting passenger standing 2. Conceptual exploration this process, you may discover that an expression in a cold breeze, next to a smelly trashcan, or with After the target expression has been selected, you can manifest itself in different ways: Elegance may be a lot of traffic noise. On the other hand, the colour, need to develop an understanding of this expression. related to flowing, uninterrupted movements, but also taste, and texture of ice cream, the look and feel You may start out by writing down the associations to simple and straightforward solutions. of its- package, and the crispiness of the biscuit that come to mind when thinking about this may all contribute to being completely immerged in expression. Making a collage can support this process. 5. Mind map savouring it. Therefore, the main challenge in Multi What does the expression make you think of? The results of the previous stages serve as the Sensory Design (MSD) projects is to come up with an starting point for a mind map. This mind map integrated design, in which all sensory impressions 3. Sensory exploration organises the information that was acquired in the support the expression of the product. Subsequently, you collect samples that seem to evoke previous stages, while trying to maintain the richness Hendrik Schifferstein initiated the development of the target expression (figure 1) for different sensory of the data. the MSD approach at TU Delft. He developed the modalities (e.g., pictures, materials, fragrances, The target expression is displayed in the centre of first MSD elective course for Master students in fabrics, computer sounds, foods, plants). How does the map, where several outward branches connect

it to the main concepts defining the core of the fig. 1.22 Explore Design expression. On their turn, these main concepts may Framework for

be linked to other concepts, which may be linked the Multi Sensory product to other concepts or sensory dimensions. From the Design approach visual samples visual properties centre of the map to the periphery, the descriptors in the map will become less conceptual, more integrated auditory samples tactual properties concrete, and more sensory. New concepts may be sensory added to the map if links seem to be missing or if concept of expression auditory properties a set of concepts can be summarised under a new tactual samples label. In the end, the mind map should indicate olfactory properties how a particular concept may be translated into a olfactory samples perceivable product aspect that makes the concept physically tangible. If the final design involves a branded product, brand associations can be added to the mind map, in order to make clear how the design can contribute to the 7. Model making Sensory Design, the final design needs to be brand image. You may decide to modify or disregard Staying in touch with the physical counterparts of presented in a multisensory way; a set of slides some parts of the map in the design process, if these a specific product expression is a safeguard that will not suffice! If final prototypes are not yet conflict with the brand image. enables you to develop an integrated user-product available, you can show drawings, you can let the interaction that makes sense to prospective users and audience feel foam models, you can let them feel 6. User-interaction scenario engages them. Actually sensing a specific property and smell materials, and you can play sound files. By developing an interaction scenario, the time often differs from one’s expectations when trying A storyboard can show the involvement of the various dimension is included in the design process. The to imagine it. In an MSD process, visual sketching senses in the different stages of human-product scenario describes the actions users perform, and digital modelling should be left to a minimum, interaction. the feedback they receive from the product, the otherwise visual impressions and cognitive reasoning instructions users receive, and so on. A scenario is will tend to dominate your design choices. You should Conclusion usually set within a certain context, defining a typical try to ‘sketch’ in all your senses, in order to assess The essential element of MSD is that perceptual user and an environment in which the interaction the sensory aspects of your concepts. You can make knowledge obtained through explorations in all takes place. In the MSD approach, scenarios are collages and explorative, physical models for the sensory modalities is explicitly incorporated in the used to identify all the sensory touch points during different senses, and assess their appropriateness in design process (figure 1.21). The ultimate design the encounter: Which senses are stimulated when the proposed user context. challenge is to develop a product that provides you pick up the product, when you unwrap it, when users with an interesting, rich experience, and is you use it, or when you store it? What does this 8. Multisensory presentation nevertheless perceived as a coherent whole. contribute to the overall expression? In order to communicate the benefits of a Multi Example References and Further Reading Figure 1.22 shows the results of a student project Lindstrom, M. (2005). ‘Brand sense: build powerful brands in which the assignment was to design a ‘cute’ hand through touch, taste, smell, sight, and sound.’ New York: Free tool. The socket set was developed for the feminine Press. do-it-yourself handywoman, who wants to be Schifferstein, H.N.J., Desmet, P.M.A. (2008). ‘Tools facilitating reassured that the tools will not harm her. multisensory product design’, The Design Journal, 11(2), The student wanted the tools to seduce the 137-158. handywoman by their enthusiasm to do the job well, without showing any heavy-duty behavior Schifferstein, H.N.J., Spence, C. (2008). ‘Multisensory product in movements or sounds. The final socket set is experience.’ In Schifferstein, H.N.J. & Hekkert, P. (eds.) Product characterised by a rounded, organic shape and soft, Experience (pp. 133-161). Amsterdam: Elsevier. pastel colours. It is presented in a box that resembles Sonneveld, M.H., Ludden, G.D.S., Schifferstein, H.N.J. (2008) a jewellery case. When opened, a sweet, comforting ‘Multi Sensory Design in education’. In Desmet, P.M.A., smell emerges. Tzvetanova, S.A., Hekkert, P., Justice, L. (eds). Dare to desire. Proceedings from the 6th conference on Design and Emotion. School of Design, Hong Kong Polytechnic University, 6-9 October 2008, Hong Kong, China, pp 1-11.

fig. 1.23 A cute socket set, developed through the MSD approach

Delft Design Guide | Part 1 | Emerging Design Methods | Multi Sensory Design – 1.7