I first time I used the The 4 Pleasures technique was when working with Elyssa Sfar of UBIK in a workshop we were running last year for lécole de Design Nantes Atlantique.

The seminar focused on the Aging Population, ‘Design to Improve Life’ and we used a number of methodology techniques, mostly from IDEO, but also included this one, developed by Patrick Jordan, because of it’s user-centred approach around the ‘pleasure’ derived from products.

The Four Pleasures is a framework developed to look at human experience and to understand people.

There are many reasons why we are attached to products or services, and this paper focuses on some of the reasons but it doesn’t mention “pleasure”. This is the basis of Patrick Jordan’s methodology outlined below.

In order to connect with our customers and achieve market success, we need to provide them with positive, pleasurable experiences. These experiences can come into one of four categories – psychological, physical, social or ideological.

Physio-Pleasure: This is to do with the body – pleasures derived from the senses. In the context of products physio-pleasure would cover, for example, tactile and olfactory properties as well as ergonomic issues.

Socio-Pleasure: This is the enjoyment derived from relationships with others. Products and services may help to enhance or facilitate particular social situations and may confer social or cultural status on the user.

Psycho-Pleasure: This type of pleasure refers to people’s cognitive and emotional reactions, including their reactions to the products and services that they use.

Ideo-Pleasure: This concerns people’s values. It is important that the values embodied in products and services are consistent with the values of those for whom they have been designed.

MÉTHODOLOGIE “4 PLEASURES”

Elle a été développée par Pat W Jordan, Docteur en psychologie et Stratégiste en marketing et design. Elle consiste à révéler les besoins et motivations des usagers à travers 4 catégories:

PLAISIR PHYSIOLOGIQUE Plaisirs dérivés des sens. Dans le contexte d’une décoration intérieure, les plaisirs physiologiques s’adressent aux sens de la vue, du toucher, voire de l’odorat. Ceux-ci ayant de même des conséquences ergonomiques.

PLAISIR SOCIOLOGIQUE Satisfaction dérivée des relations avec les autres. Produits, environnements ou services peuvent faciliter ou mettre en valeur des situations sociales, ainsi que doter un statut culturel ou social sur l’utilisateur.

PLAISIR PSYCHOLOGIQUE Ceci se réfère aux réactions émotionnelles des personnes, incluant leurs réactions vis-à-vis du produit/environnement  ou des services qu’il procure.

PLAISIR IDEOLOGIQUE Ceci s’applique aux valeurs. Il est important que les valeurs incarnées dans un produit/environnement ou services soient compatibles avec les valeurs des utilisateurs.

So, the next time you design a product, really think about the pleasure you will give the user.