This is his second job since graduating with a business administration degree, majoring in finance.
Joe really regrets not working hard enough during his university years and has seen his friends and acquaintances went on to glamorous and esteemed jobs in the finance industry that allowed them to travel frequently. He likes to surround himself with friends whom he considered to be smart and witty. After seeing how ambitious and hardworking his friends are now, Joe has since been very driven in his work so as to attain his desired form of lifestyle. He really envies his friends who had bought cars, but Joe being more pragmatic knows it is impractical for him to get a car now even with the independence and convenience that would bring.
In his free time, Joe enjoys thrilling action-packed movies ranging from bond movies to the latest blockbuster. Also, he enjoys reading fictional books such as those by John Grisham, listening to artists such as U2, and magazines, ranging from FHM to men’s magazines. Recently, he upgraded his computer so that it could support his gaming pleasure online. Like any normal executive, Joe does not mind buying branded goods, but he takes more pleasure in buying things such as vintage watches, latest gadgets, gaming and sports equipments.
Joe believes in taking care of himself, he goes to the gym twice a week and plays soccer with his friends once a week to ensure that he stays in shape. He enjoys hanging out with his friends in person and over MSN, having dinners, karaoke sessions and watching soccer matches over at their house during the weekend. Furthermore, Joe makes sure that he keeps in touch with his ex-colleagues as he firmly believes in good networking.
He is also currently taking a Certificate of Financial Analyst course being very interested in investment and the finance industry. Recently, Joe is considering another job offer, working at a bank introduced by one of his university friends and he sees it as a great opportunity for him to gain a foothold in this industry he desperately wants to be part of.
Joe talked about this offer over with his parents and they were very encouraging even though they were slightly concerned over the demands of the job. Due to the salary increment and the prestige that comes with this job, Joe plans to change his job anyway. Also, some of his close friends who heard about his plans were extremely encouraging as they all felt that it was a good career change and were filled with envy that Joe had such good recommendations.
Physio-pleasure
Due to the nature of his job that does not require much physical activity, he goes to the gym twice a week and have soccer sessions with his friends in order to stay in shape - Need
He browse through men’s magazines so as not to appear unfashionable – Need
Takes pleasure in purchasing vintage watches and latest gadgets – Appreciation
Joe wants a car due to the pleasure and convenience it would bring, but knows it is not pragmatic to get it yet - Need
Socio-pleasure
He enjoys surrounding himself with friends whom he considers to be smart and witty, likes to hangout with them often, and also keep close contacts with his ex-colleagues – Need
Joe wants to have a sense of belonging within that group, hence the pressure to get a job that could elevate him to the glamorous lifestyle he perceives his friends to be having. - Need
Psycho-pleasure
Acceptance and prestige plays a big part in Joe’s life. He not only wants to be as successful as his friends, he wants to be admired for his networking skills and determination.
When he was recommended that job, he feels a sense of achievement and satisfaction, where his networking skills had paid off and he gets a job within his desired finance industry. - Appreciation
Ideo-pleasure
Joe prides himself on being sophisticated both in style and in intellect, and the things he buy reflects that he cares a lot about what others think of him. – need pleasure
Joe does not just want to be successful in monetary terms, the jobs he desires need to be just as prestigious and a sense of exclusiveness where others have no chance in getting that job but him. – appreciation pleasure
In terms of value systems, Joe is believes in individual freedom to do what he wants and self-sufficiency, at the same time he believes in being filial to his parents and to be pleasant with his friends and colleagues.
Product Benefit Specifications
There are three temporal categories of emotions, namely affect, emotion, and sentiment.
At the [behavioral level], this often entails a thorough usability evaluation, hence below are the list of basic practical specifications that a phone should have for Joe.
- Phone basics of calling, text messaging, web browsing and contacts management
- Music Playback
- Photos and Videos storage and playback capacity
- Gaming capabilities
- Three way conference calling capabilities
- Ability to sync with desktop wirelessly
- Large screen
- Usable key pad size
- Lightweight
- Reasonably priced
- Good interface design that allows for easy navigation
From the above, three way conference calling capabilities will allow Joe to fulfill one of his need, which is to maintain his personal relationships and networks. Music, games, photos and videos would appeal to his appreciation need where such functions could also aid in his networking activities.
[Visceral design] is important in covering the need appreciation pleasure for Joe. As he likes to be thought of having sophisticated, fashionable tastes and be the envy of his friends. Furthermore, the phone has to be unique, which means that it should be noticeably different from others.
- The design should be sleek and sophisticated, hence bulk is not desired neither is loud and ornate design. This would appeal to Joe's need pleasure.
- One of the most important appreciation pleasure for Joe is the want for glamour and prestige, hence the design needs to look expensive.
- Lastly, in terms of ergonomics, the design should conform nicely with the fit of his hands, similar to that of an iPod.
Emotional design at the reflective level, may actually require the company to develop a corporate image that is reflected upon the user. For instance the motto for Apple's consumers is "Think different" is expressed through their zeal for developing great designs. Hence for Joe, the brand of the phone needs to reflect individualism, uniqueness and modern.
No comments:
Post a Comment