Story
I would like to introduce you to Roger Gilbert. Roger is an upper class middle-aged conservative man. He is a Director at an Engineering Firm. Roger works long hours during the week, roughly 6am - 7pm each day. He is always connected with the firm and works from home after hours regularly.
Roger lives a balanced life full of healthy hobbies like working out at the gym, tennis, and gardening with his wife. He spends his weekends doing things he loves that he doesn't have time to do during the week. Roger also loves golf and plays often at his country club. At any time in his day both during the week and on weekends, Roger expects to get calls from work regarding time critical tasks.
His children are in their mid-20s with one in his last year of University and the other married with one child on the way. Roger also enjoys catching up with them at least weekly. This means his once full house is empty and he has turned the unused bedrooms into an entertainment den and a personal study.
Although Roger has many possessions that are expensive and a reflection of his status, that is one of his least priorities. He buys nice things for their purpose and does not believe that one's assets should represent anyone.
Four-pleasure Analysis
Physio-pleasure
- Roger lives a balanced life and works out regularly - Need pleasure
- He also enjoys golf and various hobbies around the house (e.g. gardening) - Appreciation pleasure
Socio-pleasure
- Roger wants to be constantly available to the company - Need pleasure
- Roger has an extremely busy schedule and loves to fit in personal interests when he can - Appreciation pleasure
- Roger's personal social needs relate to his family and close group of friends. He wants to be as family oriented as possible and doesn't want his work to hinder these relationships.
Psycho-pleasure
- Roger always wants to be spending his time effectively. If he is not doing work for the company he wants to be improving his health or spending time with family. He values his time a lot and hates to see any of it wasted.
- Roger works as an engineer and believes it is important to understand how things work. His favourite products are the ones that he fully understands. Roger is easily annoyed if he feels he doesn't understand how to utilize something.
Ideo-pleasure
- Roger feels that he is extremely blessed and tries not to take anything for granted. He tries to give back whenever possible and loves new ways of helping others.
- Roger is content with his professional situation and doesn't really want to be promoted any higher than he already is. He feels that the work will increase exponentially if he enter the executive managment team of the firm. He does however attempt to help other move up in the company and does whatever he can to help.
- Roger wants to be seen by other as an example of how to live a well balanced life. He is comfortable and happy to see that young professionals are willing to listen to the wisdom he has gathered over his career
Physio Socio Psycho Ideo balanced life Company Time use Give Back hobbies Appointments Understanding Positive Family Example
Product benefit Specifications
The hand phone I would design for Roger would have four main benefit specifications. The specifications are mainly features and do not specify the appearance of the phone. The phone should be slim and futuristic however this is not a priority for Roger, functionality matters a lot more; hence the specifications deal mainly with functions of the phone.
- The phone should have internet access and importantly have email access. The benefit of this is that way Roger can stay in touch with his company and family.
- The phone should have an extensive calendar. One that allows Roger to rely on it solely. It must help him plan his day and make it more efficient.
- The phone must be capable of sending and receiving large amounts of data. This is important not only for Roger’s work but also personally. It will allow him to receive pictures from his children.
- The phone should be lightweight and easy for Roger to carry with him throughout his day and while he works out. It should be able to clip onto his belt that way it is always close to him.
