This is the product that we analysed during lecture time. On first glance, this watch is rather big, old fashioned. However, it is a top designer watch. Here is a typical story of a user of this watch.
Jackson is a 58 years old executive living in Singapore, landed property. He works for a MNC for the past 20 years. He started as a clerk doing desk job and rising through the ranks to an executive. He's very hardworking and productive. When it comes to rules, he always go by the book and makes little mistakes in his work. He would always ensure that everything is in order. He dislikes mess or disorder. He is not very ambitious and only wants to do best in his work. He would be very happy with a promotion but wouldn't ask for one. He believes great work would get rewarded eventually. His colleagues respect him for his experience and work attitude. He gets to travel overseas sometimes to meet up with other executives for discussion.
During his free time after work on weekdays, he would catch up with a friend or two to play chess at his friend's place. He believes keeping the mind active would ensure his brain don't fail easily as he age. During the chess game, they would have chinese tea served. Sometimes, they would have a chinese instrumental music appreciation session after the chess game. He would drink tea and listen to the music at the same time. He would feel very relaxed doing such activities after a long day of work.
He has a family of four, his wife, a daughter and a son. His son is 30 years old, a manager of an IT firm. His daughter is 28 years old, an accountant of a Big Four accounting firm. His wife is 56 years old, housewife. All of them live together happily in a landed property in Serangoon.
Being a family man who cares for his children and wife, he believes that being together is fate and that fate only last a few decades. Therefore, he feels fortunate to be with the ones he love and cherish those few decades of being together. His family loves him as much as he does. His friends envy him for having such a loving and close family. He is very happy that they can feel it too.
During weekends, he would spend most of his time with his wife. In the morning, he would bring them to a traditional coffee shop in Chinatown for a breakfast. In the afternoon when his children were out, he would watch tv, read newspapers or listen to his old chinese songs using his high end vacuum tube amplifier sound system. He belives in buying things that satisfy his needs and enjoyment and price does not matter. At night he would eat dinner with his family at the dining table together. Being a traditional man, he require his children to come back for dinner on Sunday. After that, he would read a novel before going to sleep. He believes reading keeps him knowledgeable.
Physio-Pleasure
- finds great meaning and do best in his work
- physically undemanding 8 to 5pm desk job
- Keeping his mind active through mind games like chess (Need Pleasure)
- Drinks tea while listening to music to soothe the mind after a chess game (Appreciation Pleasure)
Socio-Pleasure
- happy for being envied for having a loving family (Appreciation Pleasure)
- respected for being an experienced employee of the company (Appreciation Pleasure)
- feel fortunate being together with his family (Need Pleasure)
- family ties are very important to him and he is glad to have it
Psycho-Pleasure
- His office job is relatively simple and not stressful. However it requires some brain power for simple management of resources. Therefore keeping the mind active is the most important thing now because he is aging. As he is afraid that his mind would fail him too soon, he need to work his mind by thinking in chess games.
- He do a lot of reading, such as newspapers and books, to keep his knowledge up to date. It is also to ensure he remains knowledgeable in a modern society like Singapore. (Need Pleasure)
Ideo-Pleasure
- loves his job and believes "law and order". Everything must go by the book so that nothing goes wrong. No shortcuts would be tolerated to ensure the integrity of the company system.
- believes great work gets rewarded eventually. He fought through the ranks in the company for the past 20 years.
- feels proud for being rewarded by the company for his hard work over the years.
- believes friends are important and the need to catch with them frequently during his free time. (Need Pleasure)
- being a family man with traditional values, he cherishes his family very much. He believes fate brought them together and they only have a few decade together. Therefore he cherish the precious moments very much and giving the love to his love ones when he could. His family loves him too.
Product Specifications - Hand Phone (for Jackson)
Cost
1. Cost does not matter to him as long as it satisfy his requirements
Look and Feel
1. Simple, plain, rectangular and silverish (with probably brown cover)
2. Simple to use UI, relatively easy learning curve.
Need Pleasure
1. Mind games, such as chess, in-built
2. Contact list/address book - to contain the contacts of his list of friends in order to keep in constant contact with them
3. Able to receive news feed or sms (news).
4. Able to open e-book documents such as pdf.
Appreciation Pleasure
1. Music player capable (mp3) - for his chinese instrumental songs
2. Video call function - for keeping in touch with his family through video calls during his break times or overseas. Could also be used to solve the problem of travelling to meet executives overseas.
3. Photo gallery with memory storage - to keep his photos so that he can keep himself reminded of the sweet times when he's with his family.
Best phone recommendation
This is the best phone that suits the above specifications. It has a front silvery casing with maroon back cover. The complexity of the many number buttons are concealed as it is a slide phone. What you find is only the essential buttons to navigate the phone. It is a 3G phone that supports video calls, has a 5.0 megapixel camera and photo gallery for taking photos with his family. It has a contact list, web browser with wifi capability for him to read his news, ability to open simple pdf files for his e-book and music player with 1gb memory card for his music files.
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