Configuring the next generation handset by using an emotional design based MCDM framework

Most researches on product designs focused on product functionality and utility. However, customers make the purchasing decision by considering not only the product functionalities but also the feeling of using the product. Thus, how to arouse consumers´ emotion through product design has become a daily important issue. To resolve this problem, this research aims to develop a systematic emotional design based multiple criteria decision making (MCDM) framework consisting of the Analytic Network Process (ANP) and the Grey Relational Analysis (GRA). The customer requirements for the next generation 4G handset will first be collected and summarized by literature review. Then, the ANP will be introduced to determine the weights versus each requirement. Finally, the GRA will be introduced for deriving the relationships between requirements (criteria) and the functions (alternatives). The alternatives with the highest grey grades will be selected as the functions of the product. An empirical study based on the next generation 4G handset design will be leveraged for verifying the feasibility of the MCDM framework. The results demonstrate that from the aspect of emotional design, a suitable user interface is the most important factor for developing a success 4G handset. Furthermore, the touch panel handset is the optimal design to fulfill customers´ preferences toward the next generation mobile phones.