Wristwatch Development Based on Kansei Engineering

Customer is the main goal for new product development projects, so the success in understanding and implementing customer needs will ensure to product success. Affective product design aims to incorporate customer's affective needs into design variables of a new product so as to optimize customers' affective satisfaction. This paper tries to show how to discover customer's affective needs and develop product specification through Kansei Engineering methodology through identifying wristwatch specification based on customer need. To reach the purpose, focus group discussion was run to identify product attributes and parameters. Five Kansei words and their combinations were analyzed. Kansei words applied were strong, fit size, comfortable, safe, and multifunction. Semantic differential was applied to explore customer needs. Then, conjoint analysis was applied to analyze relation between customer needs and design attributes and parameters. A database was applied to simplify the customers to choose desired wristwatch specification.