Co-creation of Value in the Multidisciplinary Sharing Between Science and Design: The Case of a Portuguese Cutlery Industry

Conference: The Barcelona Conference on Arts, Media & Culture (BAMC2021)
Title: Co-creation of Value in the Multidisciplinary Sharing Between Science and Design: The Case of a Portuguese Cutlery Industry
Stream: Aesthetics and Design
Presentation Type: Virtual Presentation
Bernardo Providencia, University of Minho, Portugal
Germannya D'Garcia Araujo Silva, Federal University of Pernambuco, Brazil
Rosana Ferreira Alexandre, DTx- Colab, Portugal
Rute Silva, University of Minho, Portugal


This work presents partial results of the international cooperation project between Universities and a Portuguese cutlery industry that, based on Emotional Design and Cognitive Science, aims to create bonds with customers and distributors. In times of social isolation, the habit of dressing the table to share family moments is one of the ways to create affective memories. Thus, when a product manages to awaken emotional meaning in its user, a relationship of trust is created, and consequently, a competitive advantage in the market. Once the functionality and usability requirements are satisfied, the next goal is to meet the psychological and sociological needs of the users: the needs of belonging, competence, independence or self-fulfilment. To this end, issues such as motivation, memory, decision-making and behaviour are relevant factors to improve the experience. The value co-creation method extends the user's participation in the design process and favors the understanding and how to obtain positive emotions. In this research, a methodological innovation was proposed from the correlation between brain electrophysiological data and qualitative data from subjective evaluations to support the value co-creation process of tableware. The techniques of observation, semi-structured interviews and questionnaires with affective evaluation scales were associated with the physiological results of electroencephalography (EEG) with end users in order to elicit affective inputs in the creation of the artifacts. The first results pointed out that the emotional reactions aroused through the visual appearance, faded when the objects were touched and handled, especially with those that were innovative in shape and texture.

Virtual Presentation

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