PRODUCT: High platform wedge shoes
This week's assignment is to expand the RMA profile that we came up with in the seminar last week into a story and identify one handphone which will suit the user. But before that, let me give you a brief summary as to what Theresa and me have analysed in our initial RMA.
In our RMA, we analysed that the gender of the user will definitely be female who will either be in their late 20s/30s or those aunties who are the daring and bold sort. This is because the wedge itself looks very bold and daring with the striking colors of green, red, yellow and pink. For a user to wear this, they would have to have an outrageous personality to show what they dare to wear and buy. Therefore the user would definitely have to be a modern and trendy woman. She is attention-seeking and is definitely someone who is very fashion-conscious, one who would risk her health for fashion and does not care whether the things she wear will be comfortable. As observed, the wedge is so high that it will definitely be straining on the user's legs. She is not afraid to express herself and she is not scared that people will give her stares along the streets.
Her physiological features is that she is thin to medium built since the bottom of the wedge is quite narrow. Her shoe size should be small as the cutting of the shoe is also quite small. This shoe will attract women working in the creative industries who are the arty-farty kind and definitely not those who classify themselves as a career woman.
Using the 4-pleasure framework of
- Physio-pleasure: Pleasures connected with touch, taste and smell as well as feelings of sensual pleasure. Many aspects of visceral level with some behavioral level.
- Socio-pleasure: Enjoyment derived from relationships with others. Both aspects from behavioral and reflective level.
- Psycho-pleasure: Pertains to people's cognitive and emotional reactions. Mostly behavioral level.
- Ideo-pleasure: Pertains to people's values. Reflective level
*Building a user profile*
Name: Sarah Emilia Lee
Gender: Female
Age: 25
Occupation: Fashion designer in the main branch of Prada in Singapore
Salary: 4200 per month
Hobbies: Shopping, chilling out with friends on a friday night and travelling.
Sarah is a up and coming fashion designer at the young age of 25. Through connections, she is able to find a job as a designer in the head office of Prada in Singapore. Her family is rich and she has always had a good life. She had just graduate from a school of design in Paris a year ago after furthering her studies after finishing her design courses in Temasek Polytechnic. Sarah is talented and her talents has been properly nurtured since she was young when her parents discovered her talents for arts and crafts after kindergarden. She had been taking arts lessons since then. After secondary school, Sarah developed an interest in fashion design and she started drawing sketches of fashion clothings. Her mother happened to chance upon her drawing in her room one day and she was deeply impressed with her daughter's sketches. She therefore immediately send Sarah to take lessons in fashion design. Sarah has always excelled in her drawing and her parents were very excited that she has found a specific field to focus on.
When she furthered her studies in the Paris on fashion design, she was one of the top students there. When she came back, she was deeply influenced by the Western culture and she jumped on the chance to work in Prada after her aunt recommended her into the firm. With her western culture, she was just perfect for the job in Prada. Sarah is a high-flyer who wants to excel in the fashion world. She loves fashion and she wants to design clothes which is embedded with the Western and Asian culture. Sarah has always been out-spoken and therefore she has no problems expressing her opinions when it comes to meetings and discussions. Therefore her colleagues respect her for her abilities and her tough personality. She is not afraid to express herself even in front of her supervisiors.
Sarah also believes in socialising with associates in the business and she never fails to attend all the parties that was organized in order to know more famous people in the business. Sarah is out-going and an extrovert. She is very comfortable around new people and she always makes new friends easily. People like her cause she is generous and giving. She also believes that knowing more people in the business will only help her climb up the social ladder faster.
When she is not working or designing, Sarah likes to teach at a community center. She teaches drawing for free to a group of children aged from 5 to 10. She loves children and the reason why she chose to teach children is because she remembers how fun it was as a child to learn drawing. She wants to spread this happiness and this passion for art to children who are talented just like herself. She believes that Singapore does have talented individuals like herself but there need to be resources to uncover all these hidden talents. Training them from young would be very beneficial for these children and for the art world of Singapore in the future.
During her free time, Sarah loves hanging out and chilling with friends from her secondary school and friends from work. Sarah loves the night life and she always spends her Friday night after work clubbing or pubbing. She loves dancing and the beat of fast music like RnB. Sarah is outrageous in dressing and is a sexy girl who believes in flaunting her figure as she has a slim built. She is tall with a height of 170m. She loves pink and bright colours. She loves to stand out from the crowd and be the main attraction of the party. With her height and her outrageous personality, it is not hard to notice Sarah even among the wildest party. Sarah does not have a boyfriend even though she is a very pretty and outgoing girl. She loves dating and she does not want to commit to a guy until she is very sure that he is the one for her. She is confident of her abilities and she knows that she is a very good catch.
She maintains her friendships with friends via smses and phone calls most of the time. She is a technologically savvy girl who is very good with her handphone. She normally has a high phone bill at the end of the month which always exceeds 300 bucks. This is due to social networks and work commitments. Sarah thinks that handphone is like a body accessory as she has to bring it around wherever she goes and people will always see her with it. Therefore she believes in buying the latest and trendliest phone that is fashionable and fits in with her image. She loves pretty phones which is striking and bright. She changes handphones whenever she is bored with her current handset.
In order to maintain her good figure, Sarah works out twice a week. She is a member of California Fitness. She normally works out in the gym or takes aerobics lessons. She can spend up to 3 hours in California on her regular visit. Sarah also believes in a healthy diet. She loves salad and she eats vegetarian once a week.
Physio-Socio-Psycho-Ideo Analysis
Physio:
- Sarah loves to work out to keep her slim figure. This figure helps her looking healthy and sexy. She believes image is important in the fashion world and also keeps her in the center of attention during parties and events.
- Sarah eats healthy so that she remains slim.
- She loves partying because people usually looks at her and she loves being noticed and praised for being beautiful.
- She loves designing beautiful clothes and buying new clothes so that she can always remain trendy and be one of the fashion icon among her peers.
- Sarah loves hanging out with her friends and chilling out when she is not working. She is a party animal by nature.
- Sarah enjoys making new friends due to her outgoing nature. She believes that making friends who are accomplished through company functions will also aid her in her career. She thinks that this is nothing wrong when it comes to furthering her career.
- Sarah believes in managing her friendships and social contact via handphone sms and phone calls. She thinks that this will improve her relationship with friends. She derives pleasure from messages especially those that praises her.
Psycho:
- Sarah derives her greatest pleasure from drawing and designing. That is why she loves her job as it is her interest. She feels very good especially when her design is accepted and launched in Prada. She is proud of her design.
- Sarah also derives pleasure from teaching young children as she believes that she is developing talents like herself and everyone should have a chance to explore their artisitic talent.
- She loves working out because it helps her look good and this is psychologically benefitting for her.
- Buying pretty new phones enhances her status as a fashion trend-setter and this makes her feel good about herself. This is the reason why she loves shopping for new clothes too as she loves being praised.
- Sarah loves fashion which is why she believes in buying trendy clothes as it ties in with her ideals, values and occupation.
- Her love for fashion is the reason why she is so ambitious in her job. She wants to improve herself so that she can design more creative and innovative designs.
- She wants to be seen as a trend-setter which is the reason why she believes in getting the latest phones and designs.
In the physio-pleasure aspects, Sarah loves things which are bold and attractive. Therefore, the handphone of her choice would have to be something bold and pretty. The main criteria for her when she is picking out her handphone is the visceral aspects followed by the reflective aspects and then the behavioural aspects. This is because the design of the phone and how people see her is much more important than the functions of the phone for Sarah. For Sarah, as long as the phone has the basic functions which will showcase that she is up to date with the current technology like MP3s and camera in the phone and has the basic functions of enabling her to message and call her friends, she will be satisfied with the phone.
In the socio-pleasure sense, she has to be able to communicate with her peers on fashionability of the phone and what she wants is the seeking of approval from her peers whereby they will think that she is trendy and fashionable.
Psycho pleasure refers to the cognitive pleasure and emotional reactions to the products that they user. In this case, Sarah just needs to feel that the phone is user-friendly to her and she will love her phone based on the fact that she chose it according to her liking and fashion-consciousness.
Ideo-pleasure refers to the values in Sarah when she purchases a product. In my eyes, Sarah will be a attention-seeker. She is concerned with how many looks she gets and her image is utmost on her mind. She is not a conservative individual and is a daring and outgoing person who loves to make friends, the more the merrier.
Using this framework, I have picked out the perfect phone that Sarah will love.Motorola Razor V3 Bold Pink Handphone
The Motorola V3 Pink. I have chosen this phone because the color is bold and striking. The visceral factor is definitely there for Sarah because this is a phone fit for the ladies and the color is so striking that it will make heads to turn. You can practically see it from very far away that Sarah is coming. That is exactly the effect that Sarah wants to get from people. Sarah wants people to praise her that she has good taste and that she is fashionable and this phone is exactly what she wants. Sarah is not afraid to show and express her outrageous personality.
Another factor that I considered when choosing this phone for Sarah is that it is one of the slimmest phone now and as Sarah is outgoing, she loves to go out with friends and dress in fashionable clothes, this phone is so slim that she can put her phone in her clothing without the shape of the phone sticking out. Therefore she can easily treat this phone as her accessory with her clothing. These will satisfy her socio and physio pleasure as she is now hip and cool.
Her psycho pleasure will be enhanced by the behavioural aspects of the phone like how it is user-friendly and therefore easy to use. I have used this phone before and it is quite user-friendly once you get past the "I am a staunch Nokia user" syndrome. Moreover, the camera and Mp3 function will be enough to satisfy the functions that Sarah needs in her phone.
Her ideo pleasure will be served when her aspirations of being a fashion trend setter is accomplished. It is obvious that this is not a phone with lots of functions for those career executives who normally uses the blackberry and stuffs but one which just needs a phone which looks good and hides well. Sarah loves all things beautiful.
Therefore I feel that this phone will definitely be able to satisfy Sarah's needs in a phone!
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