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It can be shown that exceeding both utilitarian and hedonic needs of consumers leads towards greater satisfaction, delight and enduring consumer loyalty. If designers are to meet the progressively diverse needs of consumers, then access to consumer values, aspirations and the underlying logic of their social practice become increasingly important. If we accept that what people say, do and think are often different things, gaining access to these requirements is clearly a challenge. The challenge is not only concerned with how these requirements are accessed at source, through widely adopted ethnographically inspired techniques, but more towards how these requirements are communicated to the designer. There is a clear disconnect between the collection of consumer requirements and how these requirements are arranged and communicated as implications for design. This thesis details a governance framework for the output of ethnographically inspired research methods to provide an understanding of the arrangement and attributes a communication tool for ethnographic work should possess, particularly towards the more technical area of new product development. The framework bridges a gap between consumer research and design action, which may be used as an approach to facilitate innovation, targeted problem solving and offer creative direction for new product development. Following an exploratory review of the literature and a series of way-finding interviews with domestic appliance and consumer goods manufacturers, a pilot study was conducted to identify the philosophical and practical barriers faced by designers, when designing for consumer requirements beyond the functional. A detailed second level literature review explored the emergent themes and led towards a desktop review of over 30 different creative thinking design tools from the design & emotion movement, 24 different communication approaches for ethnographic work in design and a two year case study on communication within the design process.

An employed individual will spend between a quarter and a third of his or her waking life at the workplace. An estimated 40% of those in South Africa who are employed full-time work in offices. With the amount of time spend in buildings, the physical conditions in the workplace are important determinants of satisfaction, comfort, well-being, and effectiveness and can even play a role in mental health. The physical environment in offices should therefore be carefully planned, designed, and managed. This qualitative study, sought to develop an inter-cultural office design framework for South Africa combining Eastern and Western design principles. Specifically, it sought to obtain a better insight into design principles which can enhance the well-being of office workers; inter-cultural, gender neutral and age neutral design principles which can be applied in a South African context. To be able to answer these questions an intensive literature review was undertaken investigating both the Eastern design principles as expressed in feng shui and Western design principles as expressed in Environmental Social Science. The design principles of these two traditions were compared and all aspects where the two traditions did not support each other were included in the in-depth interviews. Twenty-five in-depth interviews were conducted By relying on various design cultures (e.g. Eastern and Western) an environment can be created which are pleasing and can enhance the well-being of the users. Underlying design principles are universal, but the symbolic expression thereof can differ from culture to culture. One of the conclusions from this study is that three quarters of design principles are v universal. There is no one size fits all solution and compromise is necessary from all involved. The compromise applies to the roughly a quarter of design aspects where subgroup differences have been detected. Any design should take individual and group difference into account. The only way to do this is to get proper input from all stakeholders at all stages of the design. It is critically important that the input starts before the design process commences. There are many design principles which can be implemented to improve the quality of work life of office workers in the South African context. Design can for example play a very important role in encouraging and facilitating formal and informal interaction in the workplace – bridging the gap between heterogeneous groups. Without forcing relationships, design can assist in naturally integrating heterogeneous groups. The physical environment must support the image and identity which needs to be communicated, facilitate communication and enable task accomplishment. Most of all it must become a place with which employees can identify and where they can develop a sense of place. From this study it can be concluded that not only form follows function but also that aesthetics follow function – a principle that design should be based on the primary purpose of the building, the workspace based on the needs of the stakeholders and from this starting point aesthetics will flow. / Psychology / D. Litt. et Phil. (Consulting Psychology)

An employed individual will spend between a quarter and a third of his or her waking life at the workplace. An estimated 40% of those in South Africa who are employed full-time work in offices. With the amount of time spend in buildings, the physical conditions in the workplace are important determinants of satisfaction, comfort, well-being, and effectiveness and can even play a role in mental health. The physical environment in offices should therefore be carefully planned, designed, and managed. This qualitative study, sought to develop an inter-cultural office design framework for South Africa combining Eastern and Western design principles. Specifically, it sought to obtain a better insight into design principles which can enhance the well-being of office workers; inter-cultural, gender neutral and age neutral design principles which can be applied in a South African context. To be able to answer these questions an intensive literature review was undertaken investigating both the Eastern design principles as expressed in feng shui and Western design principles as expressed in Environmental Social Science. The design principles of these two traditions were compared and all aspects where the two traditions did not support each other were included in the in-depth interviews. Twenty-five in-depth interviews were conducted By relying on various design cultures (e.g. Eastern and Western) an environment can be created which are pleasing and can enhance the well-being of the users. Underlying design principles are universal, but the symbolic expression thereof can differ from culture to culture. One of the conclusions from this study is that three quarters of design principles are v universal. There is no one size fits all solution and compromise is necessary from all involved. The compromise applies to the roughly a quarter of design aspects where subgroup differences have been detected. Any design should take individual and group difference into account. The only way to do this is to get proper input from all stakeholders at all stages of the design. It is critically important that the input starts before the design process commences. There are many design principles which can be implemented to improve the quality of work life of office workers in the South African context. Design can for example play a very important role in encouraging and facilitating formal and informal interaction in the workplace – bridging the gap between heterogeneous groups. Without forcing relationships, design can assist in naturally integrating heterogeneous groups. The physical environment must support the image and identity which needs to be communicated, facilitate communication and enable task accomplishment. Most of all it must become a place with which employees can identify and where they can develop a sense of place. From this study it can be concluded that not only form follows function but also that aesthetics follow function – a principle that design should be based on the primary purpose of the building, the workspace based on the needs of the stakeholders and from this starting point aesthetics will flow. / Psychology / D. Litt. et Phil. (Consulting Psychology)