Authors unknown
The purpose of this paper is to evaluate a new perimeter of design thinking with respect to the value of unconscious human behaviour, as well as the direction for the development of innovative product design. In this study, Verbal Protocol Analysis (VPA) is used as a method to bring out into the open that somewhat mysterious cognitive ability of designers. Designers were asked to sketch a conceptual product design based on given design brief. The design brief consist with four images of interaction between user and products which are categorized into four attributes of unconscious everyday human behaviour. In this session, designers verbalized their thoughts, feelings and beliefs while doing their conceptual sketches. There are two objectives in this study. The first objective of this paper is to find out what words are generally used by designers to describe their perception towards the theory of unconscious human behaviour in product design. The second objective is to determine how designers reflect the theory by generating the innovative concept. This has led to the following implications: 1. The identification of general understanding and perception of the theory of unconscious human behaviour in product design, including the similarities and contradicting elements. 2. The development of an understanding on how these perceptions, expressed as an adjective, influences or can be used as a basis of identifying problem in design. The study has shown that in finding a fit between human values, designers should start to understand critically and look at every tiny factor existing in human unconscious behaviour. It is hoped the study will establish an understanding of the value of unconscious human behaviour, achieve a new knowledge and develop significant information on understanding the user’s implicit needs to design concept of an innovative solution. Key Words: unconscious human behaviour; design thinking; conceptual sketches