Assignment 2: Four pleasure analysis

04Feb08

Four pleasure analysis

* Expand RMA profile you worked on in the seminar room into a story (target user profile)
* Analyse user profile using four-pleasure framework
* Identify user need pleasures and pleasure of appreciation
* Prepare “product benefit specifications”* for a hand phone for your target user profile.

Profile
Yumi(not her real name) is a 17 year old high school student. Her father’s a doctor and her mother’s an accountant. Her parents are rarely at home given the nature of their jobs that require them to remain late in the office. Her parents try their best to make up to her by getting her presents on their work trips.

Yumi is an avid fan of japanese pop culture. Her room’s filled with manga comics and plush toys of various Japanese comic charactors. While she could easily buy her comics from a regular neighbourhood comics connection, she would rather head to kinokuniya to purchase her regular staple of comics and anime. Her favourite charactor would have to be Hello Kitty as she was showered with Hello Kitty toys since a young age. Hello Kitty and Dear Daniel is almost like a fairytale romance that she loves.

Yumi’s favourite haunts include sushine plaza, where she meets up with friends and goes through their latest comics. She loves to follow after the latest fashions from Japanese magazines like “Egg” and particularly likes her dresses with lace. She’s only 1.6metres tall but loves to wear her hemlines high up as they really make her legs look long and instantly makes her seem that much taller.

Another favourite pastime of hers is to go for a pedicure and manicure. Its an enjoyable time she has frequently as she changes different patterns and charactors to be painted or encrusted in crystal on her nails. Not to mention, her ever-changing nails are always a talking point for her friends as she takes pride in talking about her latest choices of designs and the fashion sense it makes.

Exercise is never a priority in her life, in fact, Yumi hates to sweat. She always reminds her friends how God has given her a body that would never grow fat no matter what she ate. She silently relishes in the comments of envy she gets from her peers.

Amongst her other hobbies, she loves to cosplay and in fact is a member of her polytechnic’s cosplay club. Though she’s been asked to be an executive committee member, she doesn’t revel in the idea of taking up responsibilities. “Life should be fun, not adult-like borish”, as she would frequently say.

Perhaps its this streak of dislike towards being responsible for anything that often creates tension within her family. Her parents expect her to “grow up” and be serious with her studies and her future, while she hates to have to imagine herself in a deskbound job or even this notion of doing anything that is not within her interests simply for the sake of having food, drink and shelter.

She hopes her interest in cosplay would someday bring her to Japan where she could be a designer for alternative fashions or at least be someway involved in the process.

Physio-Pleasure:

Yumi, dislikes any sort of strenuous activity. (Need)

She loves to distress with manicures (Appreciation)

Socio-pleasure:

Yumi loves to be the centre of attraction amongst her friends with her everchanging manicures and boasts about her weight (Need)

She hates responsibility. She’s a care-free soul who does not want any form of peer or social pressure(Need)

Psycho-pleasure:

She’s rather directionless in life, but would rather spend her time amidst activity with friends. Derives purpose in peer activity. (Need)

She also takes pride in cosplaying and designing her own clothes. It fulfills a sense of satisfaction. (Appreciation)

Ideo-pleasure:

She believes that life should not involve the mundane responsbilities of adulthood and tries to avoid sense of adult responsbilities(Need)

She believes in happily ever afters like Hello Kitty and Dear Daniel (Appreication)

Product Benefit Specifications: (Handphone)

Must be light to carry around for a lady

Preferably the cover and design is changeable frequently and a large variety of custom designs or patterns can be made

Allows user to dangle large handphone accessories like soft toys on it

Preferably pink with hello kitty designs available

A phone that will be able to match a lady’s manucure designs

Stylish and design similar to japanese phones (i.e. clam shell design)

Japanese branding

Able to take photos with neo-print like effects

Should be expensive. about $1000 without plans

Fabric lace like designs

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