Psycho-Asthetic process being used

WE CREATE SOLUTIONS FOR OUR CLIENTS THAT…

Banner image showing approach of RKS Design
PA advanced design thinking framework banner image

It’s not how you feel about the design or experience,
it’s how the design makes you feel about yourself.

The roots of Psycho-Aesthetics (P/A) come from a uniquely pivotal time in which its founder Ravi Sawhney worked with dozens of cognitive and industrial psychologists developing the first touch screen interface at Xerox PARC, the birthplace of many of today’s technologies, including the Macintosh. During this challenging time, he found that several facts created barriers to its success:

1. People were not yet familiar with computers

2. People related to CRT screens as TVs and thereby knew only to never put their finger prints on the screen
3. They knew to stand back far enough to avoid its radiation. A button on the screen saying “touch to start” was met with great resistance, in part due to the presentation of the technology.

Imagine a foot-deep display with a 5-inch by 7-inch display buried inches inside a dark bezel. It was anything but intuitive. Success was finally attained after months of exploration, playing with various designs on screen, and working to reduce the perception of depth and darkness, all of which eventually allowed users who were new to the concept to immediately accept and interact with it. That was 1978.

Download our P/A workbook to learn more!

Download

THE PSYCHO-AESTHETICS PROCESS OVERVIEW

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1. Research
Conducting Global Research
Curating Trends
Generating Research Hypothesis
Creating Hypothetical Concepts
Conducting Ethnographic Studies
Interviewing Stakeholders
Creating Stimuli
Conducting Co-Creation Sessions
Creating Research Plan
Screening Criteria and Discussion Plans

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2. Synthesis
Generating Insights
Creating Go to Market Strategies
Benchmarking Competition
Developing Personas
Identifying Consumer Triggers
Developing Help Me Statements
Mapping Opportunity Zones
Developing Customer Experience Journey

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3. Key Attractors
Identifying Category Attractors
Defining Solution Criteria

Notebook with Pencil logo using RKS design

4. Hero’s Journey
Outlining Hero’s Journey for Key Personas
Defining Moments of Truth
Defining Avenues of Consumer Attraction
Engagement and Adoption / Purchase
Creating Viral Demand

Lightbulb logo from RKS design

5. Design
Brainstorming in Creative Immersion Sessions
Ideating & Conceptualizing
Creating & Iterating Concepts
Development of Wireframes
Mapping Proposed Solutions
Exploring Colors, Materials, & Finishes
Prototyping
P/A Validating of Proposed Solution
Developing the Brand
Developing Elevator Pitch

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6. Execution
Developing the Product / Service
Integrating Partnerships
Engineering/ Programming the Product
Creating Go-to-Market Solutions
Creating Fast Fails
Iterative Prototype Testing
Testing Beta Versions
Cycles of Design/ Engineering Improvements
Debugging
Tooling, Press Check, and Producing

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7. Design Moments of Truth
Empowering Consumers
Rewarding Customers
Creating Heroic Evangelists
Generating Viral Demand

THE HERO’S JOURNEY

The hero's journey logo

THE P/A MAP

P/A maps are a scalable design-strategy framework. They are a center point to Psycho-Aesthetics, providing a consistent lens to see the world through. By adopting P/A maps, we as designers develop relevance and understanding of how people see the world, resulting in our ability to empathize with them and their perceptions. Additionally, we find that using P/A maps trigger recall at a higher level than occur otherwise. Viewing visuals trigger recall of process and insights that

allow communication with higher levels of depth, clarity, and conviction. The maps become a new shared language between us and our stakeholders.It is used to map personas, brands, and offerings against the consumer’s Hierarchy of Needs, Desires, and Aspirations on one hand and levels of interactivity on the other. Once these entities are mapped, opportunity zones (White Space / Blue Ocean) can be identified and design directions can be designed and communicated.

PA Map with Self-Actualizing and Interactivity plotted

A few of the great institutions that use
our design thinking methodology.

List of RKS clients and their logos

P/A Workbook

download from RKS

Predictable Magic

download from amazon

Harvard Case Study: RKS Guitars

download from harvard

Harvard Case Study: Coffee Mug

download from harvard
Psycho-Asthetic process being used

WE CREATE SOLUTIONS FOR OUR CLIENTS THAT…

Banner showing three ways RKS creates designs
PA advanced design thinking framework banner image

It’s not how you feel about the design or experience, it’s how the design makes you feel about yourself.

THE ORIGINS OF P/A

The roots of Psycho-Aesthetics (P/A) come from a uniquely pivotal time in which its founder Ravi Sawhney worked with dozens of cognitive and industrial psychologists developing the first touch screen interface at Xerox PARC, the birthplace of many of today’s technologies, including the Macintosh. During this challenging time, he found that several facts created barriers to its success:

1.  People were not yet familiar with computers

2. People related to CRT screens as TVs and thereby knew only to never put their finger prints on the screen

3. They knew to stand back far enough to avoid its radiation. A button on the screen saying “touch to start” was met with great resistance, in part due to the presentation of the technology.

Imagine a foot-deep display with a 5-inch by 7-inch display buried inches inside a dark bezel. It was anything but intuitive. Success was finally attained after months of exploration, playing with various designs on screen, and working to reduce the perception of depth and darkness, all of which eventually allowed users who were new to the concept to immediately accept and interact with it. That was 1978.

DOWNLOAD OUR P/A WORKBOOK TO LEARN MORE

DOWNLOAD

THE PSYCHO-AESTHETICS PROCESS OVERVIEW

RKS PA Design thinking framework Research

•   Conducting Global Research

•   Curating Trends

•   Generating Research Hypothesis

•   Creating Hypothetical Concepts

•   Conducting Ethnographic Studies

•   Interviewing Stakeholders

•   Creating Stimuli

•   Conducting Co-Creation Sessions

•   Creating Research Plan

•   Screening Criteria and Discussion Plans

RKS PA Design thinking framework Synthesis logos

•   Generating Insights

•   Creating Go to Market Strategies

•   Benchmarking Competition

•   Developing Personas

•   Identifying Consumer Triggers

•   Developing Help Me Statements

•   Mapping Opportunity Zones

•   Developing Customer Experience Journey

RKS PA Design thinking framework Key Attractors logo

•   Identifying Category Attractors

•   Defining Solution Criteria

•   Defining Key Product Attractors

RKS PA Design thinking framework logos heroes journey

•   Outlining Hero’s Journey for Key Personas

•   Defining Moments of Truth

•   Defining Avenues of Consumer Attraction

•   Engagement and Adoption / Purchase

•   Creating Viral Demand

RKS PA Design thinking framework with different logos

•   Brainstorming in Creative Immersion Sessions

•   Ideating & Conceptualizing

•   Creating & Iterating Concepts

•   Development of Wireframes

•   Mapping Proposed Solutions

•   Exploring Colors, Materials, & Finishes

•   Prototyping

•   P/A Validating of Proposed Solution

•   Developing the Brand

•   Developing Elevator Pitch

RKS PA Design thinking framework Execution logo

•   Developing the Product / Service

•   Integrating Partnerships

•   Engineering / Programming the Product

•   Creating Go-to-Market Solutions

•   Creating Fast Fails

•   Iterative Prototype Testing

•   Testing Beta Versions

•   Cycles of Design / Engineering Improvements

•   Debugging

•   Tooling, Press Check, and Producing

•   Conducting Pilot Studies

•   Ramping Up Production

RKS PA Design thinking framework moments of truth logo

•   Empowering Consumers

•   Rewarding Customers

•   Creating Heroic Evangelists

•   Generating Viral Demand

THE HERO’S HOURNEY

The hero's journey logo

THE P/A MAP

P/A maps are a scalable design-strategy framework. They are a center point to Psycho-Aesthetics, providing a consistent lens to see the world through. By adopting P/A maps, we as designers develop relevance and understanding of how people see the world, resulting in our ability to empathize with them and their perceptions. Additionally, we find that using P/A maps trigger recall at a higher level than occur otherwise. Viewing visuals trigger recall of process and insights that allow communication with higher levels of depth, clarity, and conviction. The maps become a new shared language between us and our stakeholders. It is used to map personas, brands, and offerings against the consumer’s Hierarchy of Needs, Desires, and Aspirations on one hand and levels of interactivity on the other. Once these entities are mapped, opportunity zones (White Space / Blue Ocean) can be identified and design directions can be designed and communicated.

PA Map with Self-Actualizing and Interactivity plotted

A few of the great institutions that use our design thinking methodology.

List of RKS clients and their logos
RKS Design advanced design thinking psycho aesthetics

P/A Workbook

download from RKS

Predictable Magic

download from amazon

Harvard Case Study: RKS Guitars

download from harvard

Harvard Case Study: Coffee Mug

download from harvard