Measuring Product-Related Stigma in Design
Kristof Vaes (Universiteit Antwerpen)
P.J. Stappers (TU Delft - Codesigning Social Change)
Achiel Standaert (Universiteit Antwerpen)
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Abstract
Abstract: Many medical and assistive devices are experienced as unpleasant and uncomfortable. On top of their discomfort, product users may also experience social
unease. We label this process “product-related stigma” (PRS). This paper presents two measuring techniques that aim to objectively assess the
‘degree’ of PRS that is ‘attached’ to products. Both experiments focus on the behavioral deviations in the walking path of passers-by during a public and
unprepared encounter with a user of a stigma-sensitive product (dust mask). The ‘Dyadic Distance Experiment’ measures exact interpersonal distances, whereas
the ‘Stain Dilemma Experiment’ presents the passer-by with a choice in his walking path.
Both experimental techniques are predominantly suited as comparison tools, able to compare products on their PRS-eliciting potential.
Designers and developers can use these results to justify design decisions with quantitative data, to assess which product properties have influenced certain
reactions, and to what extent subsequent improvements have been successful.
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