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Samenvatting - Understanding Values (IOB2-4) $8.57
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Samenvatting - Understanding Values (IOB2-4)

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In this file, you'll find the summary of the course Understanding Values! Taught at TU Delft.

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  • December 21, 2023
  • 9
  • 2023/2024
  • Summary
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Understanding Values
Week 2: User values
Intended user = target group; group in the marke3t that you focus on with a product/service/idea
Who is your user?
Variables of segmentation:
 Geographic: cities, regions, world regions, identity factors (language, climate, lifestyle)
 Demograpic: age ((e.g. generations) , gender, life-cycle stage, dwelling classification
 Psychographic: values, beliefs, opinions, interests
 Behavioural: occasions, benefits sought, usage rate, users status
What is their problem?
Needs vs wants: A need is something that is necessary to live and function. A want is something that
can improve your quality of life.
The value of a design outcome can be judged by how well the outcome solves problems and satisfies
needs.
Job-to-be-done = a problem encountered or a need
Clusters:
 Functional: What does it help you do/achieve?
 Emotional: How do you want to feel when you use/own it/
 Social: What effect does owning/using must have on your (place In the) social system?




Pains: obstacles, challenges, annoyances, worries, …
Gains: easier, faster, better, cheaper, delights, …
Value proposition statement = the one sentence pitch on value for whom
The value (worth) of design outcomes for users (effect)
User value arises from interpretation and appropriation  every designer anticipates on this
Design outcomes are never neutral  values can be intentionally or unconsciously embodied; how
the design will promote or hinder certain values of a user is a result of a complex interactionThe
mediation theory = technologies, when they are used, help to shape relations between human beings
and the world
Delegation = deliberate inscription of intentionalities (amplification reduction) and scripts (invitations
and inhibitions)  anti- of pro-zwerver bankjes
Design with intent: motivate (bv. energiebesparing), facilitate (bv. vlieg in wc), inhibit (bv. ov-poortjes)
Value types: functional, social, emotional, economic, symbolic, historical, cultural, aesthetic, political,
environmental, brand, …

, Means-end chain model:




Values and attitudes: Values are highly abstract, transsituational guides. Attitudes are tendencies to
evaluate something/someone positively or negatively.  Values shape attitudes, and the
ambivalence in our attitudes




Cognitive dissonance = changing behavior/beliefs to address the discomfort of the inconsistency
between beliefs and/or behaviors
Addressing intra-personal tensions: resolve, moderate, trigger

TED talk on dialogues
Responsible management = the commitment to acknowledging the ethical and environmental impact
of business decisions, ensuring businesses make a positive and sustainable impact
Socratic dialogue: silence, trust, open mind, curiosity,

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