aesthetical design and customer-oriented approaches of kano model and regression method: the case study writing pen

in designing a product designers should take in to consideration several factors such as customers’ needs and opinion as well as the designing features and the relationship between these two.since each designer has his own idea, it is worth for both designer and producers to find a way for combining the customer needs and the designing of the product increases with the rate of customer satisfaction and it can be a key principle to compete in the present ever- changing market. in this paper, a systematic and structural approach to product design is presented accordance with the demands of the customer and products features. in proposed approach, kano model, vikor method and linear regression procedures for establishing the relationship between the aesthetic elements of the product and the customers’ requirements. designing ball point pen was selected as the case study, because of the wide range of users and improve the shape of this product can be effective on customer demand. using this approach, the designers can integrate customer opinion in an effective way with the designing obligations and provide model which are not only acceptable in terms of design and but also are appealing to the customers and quality of product design effect on the customer’s satisfaction level, and encourage consumer to repeat their purchase. since this product is made up of different pieces, adapting the design of each piece with the customer needs are effective.it can be said, beauty and utility demands can lead to making the product which, beside the designing beauty element, satisfaction the customer needs. to accomplish this, methods should be used which, can translate the customers need to the designing obligations. proposed approachis used to translate the costumers’ needs to the designing feature.in order to do that, opinions and demands of customers about design of pen are identified and classified in two categories, aesthetic and functional. 44 best-selling product samples were collected using questionnaires, field research and interviews with vendors. then 9 products were identified by clustering. to spot the representative for each cluster, the opinion of small group of customer were asked. the methodology was that a picture of each product was printed on card and based on the customer idea’s, the representative of each group was selected. in the next stage, 89 customers were selected randomly and asked to evaluate each pen on 15 criteria. the importance of each product was calculated by applying vikor method, also customer needs were identified and prioritized byapplying kano model. finally, the characteristics of the products that were more attractive to customers were determined by quantitative approach (linear regression). the prototype of product was designed according to the principles of industrial design was compared with similar products on the market in customer perspective. analysis of the results of this evaluation show that sample design was approbate by customers. the results can be of great help in designing product and for product’s who attempt to apply the customer’s opinion in designing their product.