Design orientado para o dilema : uma abordagem pela perspectiva da maternidade

Abstract

The area of study of emotional design explores the space of influence and contribution of design in the psychological sphere of users with the aim of generating design strategies that can stimulate certain emotions or facilitate their well-being. In this context, the starting point for the design process is the investigation of the user's concerns, an aspect that determines the dynamics of his motivations and emotions. The theoretical-methodological approach dilemma-driven design investigates a specific aspect of the concerns: its point of conflict, factor responsible for much of the emotional discomfort we daily experience. The method stimulates the generation of design strategies capable of balancing the conflicting concerns (dilemmas) of the users in order to facilitate their greater perception of well-being. The purpose of this research is to verify how the use of conflicting concerns can contribute to the design design process. For this, it was chosen a object of study characterized by their emotional conflicts: the experience of motherhood. The empirical research was structured in the qualitative exploratory nature and had the directives of dilemma-driven design as the guiding method. Its first stage consisted of a focus group with users (mothers) to discover their concerns and main dilemmas. This content was used as a theoretical substrate for the design process, composed of two workshops in which designers developed PSS (product-service system) design ideas, and one of the groups projected to conflicting concerns oriented by the dilemma-driven design method, and the other designed for multiple concerns with free methods. The results of the research suggest a new format for the dilemma (multipolar), capable of meeting multiple conflicting concerns simultaneously. In addition, it opens the way for PSS projects aimed at impacting several users, and the debate about the positive influence provoked by the designer-user on the design process performance.