Prof. Ts Dr Hjh. Anitawati Mohd Lokman
Faculty of Computer & Mathematical Sciences,
Universiti Teknologi MARA
Ts. Dr. Anitawati Mohd Lokman is a Professor at the Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA (UiTM), Malaysia. She received her Bachelor of Engineering in Information Engineering from the University of Fukui, Japan in 1994, and a Master of Science in Information Technology from UiTM in 2001. She obtained a PhD in Science, specializing in Kansei Engineering and Emotional User Experience under the supervision of Professor Mitsuo Nagamachi, the founder of Kansei Engineering. She is a pioneer of Kansei Engineering in Malaysia, entrusted with the knowledge by her Guru with collaboration in research projects, co-authoring books and research articles, and sharing knowledge transfer in workshops and tutorials in Malaysia and abroad. She has also given keynote address at several international conferences and seminars. With favourable response to Kansei Engineering field, she founded the Malaysia Association of Kansei Engineering Malaysia (MAKE) in 2015, and was appointed the first president. She is also the Head of Research Initiative Group for Emotion, Kansei & Design Engineering (RIG EKDE) at UiTM. She has gained recognition locally and internationally, and is becoming expert reference in Kansei Engineering, Emotive Web, Happiness & Wellbeing, Quality of Life, and Interface & Interaction Design. She is active in introducing Kansei Engineering into other fields such as Culture & Design, Social Media, Public Service, Robot Interaction, and Internet Application. She has published more than 100 books, journal articles, conference papers, among others. Among recognitions she received was Best Writer Award 2016, Best Researcher Award 2017, Appointed as IEEE Senior Member, and Kansei Expert from the International Kansei Design Institute. She was also awarded the 30 Women Achievers & Leaders of Malaysia Award 2017 presented by Tan Sri Datin Paduka Hajah Zaleha Ismail on behalf of CHRO Asia and Women Leadership Excellence Awards 2018 from CMO Asia. In 2018, she successfully hosted The 7th International Conference on Kansei Engineering & Emotion Research (KEER 2018), in Kuching, Sarawak, Malaysia, in collaboration with KEER International Board and UiTM. In the 6th World Woman Leadership Congress & Awards, she was cited as Pioneering Woman Leader for her contribution in pioneering Kansei & Emotive Engineering in the country and South East Asia.
Title: Emotional UX: The Kansei Engineering Methodology
Synopsis:
Users’ or consumers’ feelings aren’t actionable, but the strategies built to affect them are. How do we embed consumers’ emotions, the feelings they want to experience, into a product or service design? Firstly, we need to understand that emotions are the atoms that make up the molecules of an experience strategy. From there, we proceed with the required science on how to put the molecules together. Over the past 50 years, albeit it is embedded in their culture, Japan has been using a method called Kansei Engineering (KE) to discover valuable inputs to innovate winning product designs. Not long after, the shift in the adoption of the method has been increasing in the other part of the world including the West. The purpose of KE is to understand how the properties and characteristics of a product create specific emotional responses in the customer, so that a product can be designed to evoke powerful emotions in customers (desired feelings). The Kansei in KE is loosely translated to mean psychological feeling and emotion. To design a product via Kansei approach means to understand the primary emotion the new product should evoke. The keynote will introduce cases of the adoption of KE in computing domain, by understanding the primary emotional driver to the specific domain, deconstructing it to a deeper underlying emotion, and mapped to product features. It will introduce how Kansei’s power could be harnessed and applied to non-tangible products and experiences putting its focus to Emotional UX and computing domain.