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/ Designing Quality in TIII 
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Stephan Wensveen
/ Designing Quality in Tangible Intuitive Interactive Interfaces 
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Stephan Wensveen with many others
/ The physical and digital world 
Physical world! 
Clearly defined physical form and functionality 
Well established familiar use 
Language that everybody speaks / concrete 
! 
Digital world! 
Changeable and programmable functionality 
Needs an interface to be able to “use” 
Language you need to “learn” / abstract 
! 
! 
Bishop (1992)
/ Tangible Interaction Combining best of both worlds 
Bringing the flexibility and opportunities that the digital world offers into the 
physical world. 
! 
Characteristics (from Hornecker and Buur, 2006): 
! 
Tangibility and materiality 
Physical embodiment of data 
Embodied interaction and bodily movement are essential 
Embeddedness in real space. 
Hornecker, E., & Buur, J. (2006, April). Getting a grip on tangible interaction: a framework on physical space and social 
interaction. In Proceedings of the SIGCHI conference on Human Factors in computing systems (pp. 437-446). ACM.
/ Red thread 
Where do we come from? 
! 
What do we believe in?
/ Theoretical Anchoring 
Ecological 
Perception 
Phenomenology 
Pragmatism 
Rich 
Interaction 
Interaction 
Frogger 
Theories 
Rich Interface 
Alarm 
Clock 
Camera 
Funky Design 
Space 
Designs 
Fonckel 
Light 
Resonant 
Interaction 
Intuitive 
Interaction 
Frameworks 
Aesthetic 
Interaction
/ CHALLENGING THE STATUS QUO (Djajadiningrat et. al. 2000) 
1. Don’t think products, think experiences. 
2. Don’t think beauty in appearance, think beauty in interaction. 
3. Don’t think ease of use, think enjoyment of the experience. 
4. Don’t think buttons, think rich actions. 
5. Don’t think labels, think expressiveness and identity. 
6. Metaphor sucks 
7. Don’t hide, don’t represent. Show. 
8. Don’t think affordances, think irresistibles. 
9. Hit me, touch me, and I know how you feel. 
10. Don’t think thinking, just do doing 
Djajadiningrat, J. P., Overbeeke, C. J., & Wensveen, S. A. G. (2000, April). Augmenting fun and beauty: a pamphlet. In 
Proceedings of DARE 2000 on Designing augmented reality environments (pp. 131-134). ACM.
/ 3 views on Tangible Interaction Hornecker and Buur (2006) 
Data Centered view! 
Originated in Computer Science and HCI 
Relies on physical representation and manipulation of digital data 
! 
Perceptual Motor / Expressive Movement Centered view! 
Originated in Industrial and Product Design 
Exploits the sensory richness and action potential of physical objects 
! 
Space Centered view! 
Influenced from Arts and Architecture 
Combining real space and real objects with digital displays 
Hornecker, E., & Buur, J. (2006, April). Getting a grip on tangible interaction: a framework on physical space and social 
interaction. In Proceedings of the SIGCHI conference on Human Factors in computing systems (pp. 437-446). ACM.
/ Data Centered view Ulmer and Ishii (2001) 
1. Physical representations are computationally coupled to underlying 
digital information 
! 
2. Physical representations embody mechanisms for interactive control 
! 
3. Physical representations are perceptually coupled to actively mediated 
digital representations 
! 
4. Physical state of tangibles embodies key aspects of the digital state of 
the system 
Ullmer, B., & Ishii, H. (2000). Emerging frameworks for tangible user interfaces. IBM systems journal, 39(3.4), 915-931.
Data Centered view Ulmer and Ishii (2001) 
/Poco (2005) 
by Philip Ross
/ Perceptual Motor Centered view Djajadiningrat et al. (2002) 
Rich opportunities for differentiation in appearance and action possibilities 
! 
Expressive Aesthetics 
! 
Expressive Actions 
Djajadiningrat, T., Wensveen, S., Frens, J. and Overbeeke, K. (2004) Tangible products: redressing the balance between 
appearance and action. Personal and Ubiquitous Computing, Volume 8/5, Springer-Verlag London Ltd. pp. 294 - 309.
Perceptual Motor Centered view Djajadiningrat et al. (2002) 
/ 
Moto (2005) 
by Philip Ross
/ Semantic Approach 
! 
cognition/language 
semantics/semiotics 
icons/metaphor 
knowable 
Direct Approach 
! 
behavior/action 
affordances/effectivities 
feedforward/feedback 
tangible
/ 9. Hit me, touch me, and I know how you feel. 
Wensveen, S.A.G., Overbeeke, C.J., and Djajadiningrat, J.P. (2000) Touch me, hit me and I know how you feel. A design 
approach to emotionally rich interaction. Proceedings of DIS’00, Designing Interactive Systems. ACM, New York, 48-53.
/Alarm Clock 
by Stephan Wensveen
/ Controlled experiment 
The alarm clock can recognize the affective state of the user and the level 
of urgency from the way the user sets the alarm
/ Research through Design
C/hapter 5 Experiments 
hypothesis: 
The alarm clock can recognize the affective state of the user and the 
level of urgency from the way the user sets the alarm
C/hapter 5 Experiments 
hypothesis: 
The alarm clock can recognize the affective state of the user and the 
level of urgency from the way the user sets the alarm
/ Chapter 5 Affective state: Valence
/ Chapter 5 Affective state: Arousal
C/hapter 5 Urgency 
hypothesis: 
The alarm clock can recognize the affective state of the user and the 
level of urgency from the way the user sets the alarm
C/hapter 5 High urgency
C/hapter 5 Low urgency
C/hapter 5 Experiments 
‘watch film clip’ and empathize 
set the alarm clock 
fill in form
/
C/hapter 5 Experiments 
hypothesis: 
The alarm clock can recognize the affective state of the user and the 
level of urgency from the way the user sets the alarm
C/hapter 5 Action parameters 
! 
! 
‘ActionNo’: amount of actions 
‘Displace’: displacement of slider (1-60 min.) 
‘Duration’ of one action 
‘Waiting’ between two actions 
‘Speed’ of one action 
‘Sliders’: amount of sliders during one action
C/hapter 5 Pattern parameters 
Vertical symmetry
C/hapter 5 Pattern parameters 
Horizontal Symmetry
C/hapter 5 Pattern parameters 
Towards/Away
C/hapter 5 Pattern parameters 
Towards/Away
C/hapter 5 Pattern parameters 
Centralization
C/hapter 5 Pattern parameters 
Centralization
C/hapter 5 Pattern parameters 
Smoothness
C/hapter 5 Pattern parameters 
Smoothness
C/hapter 5 Results: Valence 
more balance 
more symmetry 
faster actions
C/hapter 5 Results: Arousal 
action towards user 
less V-symmetry 
faster actions 
smoother patterns 
less balance
C/hapter 5 Results: Urgency 
smoother patterns 
less balance 
less V-symmetry
direction 
modality 
direction 
modality 
dynamics 
direction 
modality 
direction 
modality 
dynamics 
/Interaction Frogger Framework 
direction 
modality 
direction 
modality 
dynamics 
by Stephan Wensveen 
inherent! 
feedback! 
augmented! 
feedback! 
functional! 
feedback! 
action! 
location 
dynamics 
expression 
time 
location 
dynamics 
expression 
time 
location 
expression 
time 
location 
expression 
time 
location 
expression 
dynamics 
modality 
direction 
time 
inherent! 
feedforward! 
augmented! 
feedforward! 
functional! 
feedforward! 
location 
dynamics 
expression 
time 
direction 
modality 
dynamics 
location 
direction 
modality 
dynamics 
expression 
time 
location 
expression 
time 
location 
expression 
time 
location 
expression 
dynamics 
modality 
direction 
time
/ 2. Don’t think beauty in appearance, think beauty in interaction. 
Research through Design by Philip Ross 
Ethics and Aesthetics targeting human values 
Embodied design approach 
Ross, P.R. & Wensveen, S.A.G. (2010). Designing behavior in interaction : using aesthetic experience as a mechanism 
for design. International Journal of Design, 4(2), 3-13.
/ CHALLENGING THE STATUS QUO (Djajadiningrat et. al. 2000) 
1. Don’t think products, think experiences. 
2. Don’t think beauty in appearance, think beauty in interaction. 
3. Don’t think ease of use, think enjoyment of the experience. 
4. Don’t think buttons, think rich actions. 
5. Don’t think labels, think expressiveness and identity. 
6. Metaphor sucks 
7. Don’t hide, don’t represent. Show. 
8. Don’t think affordances, think irresistibles. 
9. Hit me, touch me, and I know how you feel. 
10. Don’t think thinking, just do doing 
!
/ Designing for perceptive qualities (Deckers et al. 2012) 
inspired by phenomenology of perception (Merleau-Ponty, 1945) 
! 
new perspective on forming and framing an artifact’s intelligence from an 
action- and quality centered approach 
! 
notion of perceptual crossing 
! 
reciprocal nature of ‘I see you seeing me’. 
Deckers,E.J.L.,Levy,P.D.,Wensveen,S.A.G., Overbeeke, C.J., Designing for Perceptual Crossing: Applying and 
Evaluating Design Notions, International Journal of Design 6/3, (2012), 41-55.
/
/ Designing Quality in TIII 
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Stephan Wensveen
/ Designing Quality in Textile Intuitive Interactive Interfaces 
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Stephan Wensveen
/ Growth Plan for an Inspirational Test-Bed of Smart Textile Services 
Stephan Wensveen @swensveen 
Oscar Tomico @otomico 
Martijn ten Bhömer @mtbhomer 
Kristi Kuusk @kristikuusk 
Wensveen, S., Tomico, O., ten Bhömer, M., & Kuusk, K. (2014, June). Growth plan for an inspirational test-bed of 
smart textile services. In Proceedings of the 2014 conference on Designing interactive systems (pp. 141-150). ACM.
Inspirational Test-bed 
The goal of the test-bed is to inspire and inform the Dutch creative industries 
of textile, interaction and service design to combine their strengths and share 
opportunities.
/ Incubation / Nursery / Adoption 
/ 
Phases of growth 
Each phase ends with prototyping 
Each phase stimulates testing in ‘real life’ 
Each phase has its own characteristics 
Ross, P., & Tomico, O. (2009). The Growth Plan: An approach for considering social implications in Ambient Intelligent 
system design. In Proc. of the AISB 2009 convention (pp. 6-9).
/ Incubation Ph/ase / / 
material innovation 
conceptual curiosity 
personal craft and creativity
/ Incubation Phase 
/ / / 
material innovation
/ Incubation Phase 
/ / / 
conceptual curiosity
/ Incubation 
/ / / 
! 
! 
personal craft and creativity
/ / Nursery Pha/se / 
commitment in scaling up 
co-crafting with multiple disciplines 
confrontation
/ / / / 
commitment in scaling up 
Nursery Phase
Nursery Phase 
! 
co-crafting with multiple disciplines
/ 
ROLE OF THE BODY 
exploring how textiles can be dynamic and move, behave & change properties 
based on the way of being, walking & living
/ 
look at the movements that these objects empower, 
explore movements of others to create empathy
/ 
ideating on the body
/ 
material explorations on the body
/ 
lo-fi prototyping on the body
/ 
hi-fi prototyping on the body
/ 
‘the thing’ 
Sonia Aïssaoui (ArtEZ), Verena Schepperheyn (ArtEZ), Yiyu Chen (ArtEZ), 
Tamás Fejér (TU/e), Eef Lubbers (TU/e), Meerthe Heuvelings (TU/e)
/
/ / Nursery Pha/se / 
! 
! 
confrontation
/ / / Adoption Phase 
/ 
exhibition 
exposure 
enterprising
/ / / / 
Unlace 
by Eef Lubbers
Transition from Incubation to Nursery to Adoption 
more time and resources needed 
comes with personal and conceptual concessions 
transitions are too soon? 
difficult to align societal, academic and economic adoption
/
/ / / / 
TexTales
/ / / / 
Vigour
/ / / / 
Vigour
/ Conclusion 
What: Test-bed to inform and inspire the existing cultures of interaction 
and textile design to join strengths 
! 
How: Growth Plan in three phases as a methodological contribution 
! 
Why: Aim for a slower, more sustainable community and foundation 
towards a mature future of smart textile services
/ Acknowledgements 
We acknowledge all designers, researchers and partners from CRISP and Wearable Senses that 
made this research and pictorial possible. 
! 
This work is being carried out as part of the project “Smart Textile Services” sponsored by the Dutch 
Ministry of Economic Affairs under the CRISP program. 
! 
www.beta-textiles.com
/ Designing Quality in TIII 
quality and meaning are created in the interaction with the world 
! 
embodied and aesthetic interaction with product, experience and the entire 
innovation process 
! 
! 
! 
! 
! 
! 
! 
! 
10. Don’t think thinking, just do doing… and start making together

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Tiii presentation by dr. ir S.A.G. Stephan Wensveen

  • 1. / Designing Quality in TIII ! ! ! ! ! ! ! Stephan Wensveen
  • 2. / Designing Quality in Tangible Intuitive Interactive Interfaces ! ! ! ! ! ! ! Stephan Wensveen with many others
  • 3. / The physical and digital world Physical world! Clearly defined physical form and functionality Well established familiar use Language that everybody speaks / concrete ! Digital world! Changeable and programmable functionality Needs an interface to be able to “use” Language you need to “learn” / abstract ! ! Bishop (1992)
  • 4. / Tangible Interaction Combining best of both worlds Bringing the flexibility and opportunities that the digital world offers into the physical world. ! Characteristics (from Hornecker and Buur, 2006): ! Tangibility and materiality Physical embodiment of data Embodied interaction and bodily movement are essential Embeddedness in real space. Hornecker, E., & Buur, J. (2006, April). Getting a grip on tangible interaction: a framework on physical space and social interaction. In Proceedings of the SIGCHI conference on Human Factors in computing systems (pp. 437-446). ACM.
  • 5. / Red thread Where do we come from? ! What do we believe in?
  • 6. / Theoretical Anchoring Ecological Perception Phenomenology Pragmatism Rich Interaction Interaction Frogger Theories Rich Interface Alarm Clock Camera Funky Design Space Designs Fonckel Light Resonant Interaction Intuitive Interaction Frameworks Aesthetic Interaction
  • 7. / CHALLENGING THE STATUS QUO (Djajadiningrat et. al. 2000) 1. Don’t think products, think experiences. 2. Don’t think beauty in appearance, think beauty in interaction. 3. Don’t think ease of use, think enjoyment of the experience. 4. Don’t think buttons, think rich actions. 5. Don’t think labels, think expressiveness and identity. 6. Metaphor sucks 7. Don’t hide, don’t represent. Show. 8. Don’t think affordances, think irresistibles. 9. Hit me, touch me, and I know how you feel. 10. Don’t think thinking, just do doing Djajadiningrat, J. P., Overbeeke, C. J., & Wensveen, S. A. G. (2000, April). Augmenting fun and beauty: a pamphlet. In Proceedings of DARE 2000 on Designing augmented reality environments (pp. 131-134). ACM.
  • 8. / 3 views on Tangible Interaction Hornecker and Buur (2006) Data Centered view! Originated in Computer Science and HCI Relies on physical representation and manipulation of digital data ! Perceptual Motor / Expressive Movement Centered view! Originated in Industrial and Product Design Exploits the sensory richness and action potential of physical objects ! Space Centered view! Influenced from Arts and Architecture Combining real space and real objects with digital displays Hornecker, E., & Buur, J. (2006, April). Getting a grip on tangible interaction: a framework on physical space and social interaction. In Proceedings of the SIGCHI conference on Human Factors in computing systems (pp. 437-446). ACM.
  • 9. / Data Centered view Ulmer and Ishii (2001) 1. Physical representations are computationally coupled to underlying digital information ! 2. Physical representations embody mechanisms for interactive control ! 3. Physical representations are perceptually coupled to actively mediated digital representations ! 4. Physical state of tangibles embodies key aspects of the digital state of the system Ullmer, B., & Ishii, H. (2000). Emerging frameworks for tangible user interfaces. IBM systems journal, 39(3.4), 915-931.
  • 10. Data Centered view Ulmer and Ishii (2001) /Poco (2005) by Philip Ross
  • 11. / Perceptual Motor Centered view Djajadiningrat et al. (2002) Rich opportunities for differentiation in appearance and action possibilities ! Expressive Aesthetics ! Expressive Actions Djajadiningrat, T., Wensveen, S., Frens, J. and Overbeeke, K. (2004) Tangible products: redressing the balance between appearance and action. Personal and Ubiquitous Computing, Volume 8/5, Springer-Verlag London Ltd. pp. 294 - 309.
  • 12. Perceptual Motor Centered view Djajadiningrat et al. (2002) / Moto (2005) by Philip Ross
  • 13. / Semantic Approach ! cognition/language semantics/semiotics icons/metaphor knowable Direct Approach ! behavior/action affordances/effectivities feedforward/feedback tangible
  • 14. / 9. Hit me, touch me, and I know how you feel. Wensveen, S.A.G., Overbeeke, C.J., and Djajadiningrat, J.P. (2000) Touch me, hit me and I know how you feel. A design approach to emotionally rich interaction. Proceedings of DIS’00, Designing Interactive Systems. ACM, New York, 48-53.
  • 15. /Alarm Clock by Stephan Wensveen
  • 16. / Controlled experiment The alarm clock can recognize the affective state of the user and the level of urgency from the way the user sets the alarm
  • 18. C/hapter 5 Experiments hypothesis: The alarm clock can recognize the affective state of the user and the level of urgency from the way the user sets the alarm
  • 19. C/hapter 5 Experiments hypothesis: The alarm clock can recognize the affective state of the user and the level of urgency from the way the user sets the alarm
  • 20. / Chapter 5 Affective state: Valence
  • 21. / Chapter 5 Affective state: Arousal
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. C/hapter 5 Urgency hypothesis: The alarm clock can recognize the affective state of the user and the level of urgency from the way the user sets the alarm
  • 31. C/hapter 5 High urgency
  • 32. C/hapter 5 Low urgency
  • 33. C/hapter 5 Experiments ‘watch film clip’ and empathize set the alarm clock fill in form
  • 34. /
  • 35. C/hapter 5 Experiments hypothesis: The alarm clock can recognize the affective state of the user and the level of urgency from the way the user sets the alarm
  • 36. C/hapter 5 Action parameters ! ! ‘ActionNo’: amount of actions ‘Displace’: displacement of slider (1-60 min.) ‘Duration’ of one action ‘Waiting’ between two actions ‘Speed’ of one action ‘Sliders’: amount of sliders during one action
  • 37. C/hapter 5 Pattern parameters Vertical symmetry
  • 38. C/hapter 5 Pattern parameters Horizontal Symmetry
  • 39. C/hapter 5 Pattern parameters Towards/Away
  • 40. C/hapter 5 Pattern parameters Towards/Away
  • 41. C/hapter 5 Pattern parameters Centralization
  • 42. C/hapter 5 Pattern parameters Centralization
  • 43. C/hapter 5 Pattern parameters Smoothness
  • 44. C/hapter 5 Pattern parameters Smoothness
  • 45. C/hapter 5 Results: Valence more balance more symmetry faster actions
  • 46. C/hapter 5 Results: Arousal action towards user less V-symmetry faster actions smoother patterns less balance
  • 47. C/hapter 5 Results: Urgency smoother patterns less balance less V-symmetry
  • 48. direction modality direction modality dynamics direction modality direction modality dynamics /Interaction Frogger Framework direction modality direction modality dynamics by Stephan Wensveen inherent! feedback! augmented! feedback! functional! feedback! action! location dynamics expression time location dynamics expression time location expression time location expression time location expression dynamics modality direction time inherent! feedforward! augmented! feedforward! functional! feedforward! location dynamics expression time direction modality dynamics location direction modality dynamics expression time location expression time location expression time location expression dynamics modality direction time
  • 49. / 2. Don’t think beauty in appearance, think beauty in interaction. Research through Design by Philip Ross Ethics and Aesthetics targeting human values Embodied design approach Ross, P.R. & Wensveen, S.A.G. (2010). Designing behavior in interaction : using aesthetic experience as a mechanism for design. International Journal of Design, 4(2), 3-13.
  • 50.
  • 51. / CHALLENGING THE STATUS QUO (Djajadiningrat et. al. 2000) 1. Don’t think products, think experiences. 2. Don’t think beauty in appearance, think beauty in interaction. 3. Don’t think ease of use, think enjoyment of the experience. 4. Don’t think buttons, think rich actions. 5. Don’t think labels, think expressiveness and identity. 6. Metaphor sucks 7. Don’t hide, don’t represent. Show. 8. Don’t think affordances, think irresistibles. 9. Hit me, touch me, and I know how you feel. 10. Don’t think thinking, just do doing !
  • 52.
  • 53. / Designing for perceptive qualities (Deckers et al. 2012) inspired by phenomenology of perception (Merleau-Ponty, 1945) ! new perspective on forming and framing an artifact’s intelligence from an action- and quality centered approach ! notion of perceptual crossing ! reciprocal nature of ‘I see you seeing me’. Deckers,E.J.L.,Levy,P.D.,Wensveen,S.A.G., Overbeeke, C.J., Designing for Perceptual Crossing: Applying and Evaluating Design Notions, International Journal of Design 6/3, (2012), 41-55.
  • 54. /
  • 55. / Designing Quality in TIII ! ! ! ! ! ! ! Stephan Wensveen
  • 56. / Designing Quality in Textile Intuitive Interactive Interfaces ! ! ! ! ! ! ! Stephan Wensveen
  • 57. / Growth Plan for an Inspirational Test-Bed of Smart Textile Services Stephan Wensveen @swensveen Oscar Tomico @otomico Martijn ten Bhömer @mtbhomer Kristi Kuusk @kristikuusk Wensveen, S., Tomico, O., ten Bhömer, M., & Kuusk, K. (2014, June). Growth plan for an inspirational test-bed of smart textile services. In Proceedings of the 2014 conference on Designing interactive systems (pp. 141-150). ACM.
  • 58.
  • 59.
  • 60. Inspirational Test-bed The goal of the test-bed is to inspire and inform the Dutch creative industries of textile, interaction and service design to combine their strengths and share opportunities.
  • 61.
  • 62. / Incubation / Nursery / Adoption / Phases of growth Each phase ends with prototyping Each phase stimulates testing in ‘real life’ Each phase has its own characteristics Ross, P., & Tomico, O. (2009). The Growth Plan: An approach for considering social implications in Ambient Intelligent system design. In Proc. of the AISB 2009 convention (pp. 6-9).
  • 63. / Incubation Ph/ase / / material innovation conceptual curiosity personal craft and creativity
  • 64. / Incubation Phase / / / material innovation
  • 65. / Incubation Phase / / / conceptual curiosity
  • 66. / Incubation / / / ! ! personal craft and creativity
  • 67. / / Nursery Pha/se / commitment in scaling up co-crafting with multiple disciplines confrontation
  • 68. / / / / commitment in scaling up Nursery Phase
  • 69. Nursery Phase ! co-crafting with multiple disciplines
  • 70. / ROLE OF THE BODY exploring how textiles can be dynamic and move, behave & change properties based on the way of being, walking & living
  • 71. / look at the movements that these objects empower, explore movements of others to create empathy
  • 72. / ideating on the body
  • 73. / material explorations on the body
  • 74. / lo-fi prototyping on the body
  • 75. / hi-fi prototyping on the body
  • 76. / ‘the thing’ Sonia Aïssaoui (ArtEZ), Verena Schepperheyn (ArtEZ), Yiyu Chen (ArtEZ), Tamás Fejér (TU/e), Eef Lubbers (TU/e), Meerthe Heuvelings (TU/e)
  • 77. /
  • 78. / / Nursery Pha/se / ! ! confrontation
  • 79. / / / Adoption Phase / exhibition exposure enterprising
  • 80. / / / / Unlace by Eef Lubbers
  • 81. Transition from Incubation to Nursery to Adoption more time and resources needed comes with personal and conceptual concessions transitions are too soon? difficult to align societal, academic and economic adoption
  • 82. /
  • 83. / / / / TexTales
  • 84. / / / / Vigour
  • 85.
  • 86. / / / / Vigour
  • 87. / Conclusion What: Test-bed to inform and inspire the existing cultures of interaction and textile design to join strengths ! How: Growth Plan in three phases as a methodological contribution ! Why: Aim for a slower, more sustainable community and foundation towards a mature future of smart textile services
  • 88. / Acknowledgements We acknowledge all designers, researchers and partners from CRISP and Wearable Senses that made this research and pictorial possible. ! This work is being carried out as part of the project “Smart Textile Services” sponsored by the Dutch Ministry of Economic Affairs under the CRISP program. ! www.beta-textiles.com
  • 89. / Designing Quality in TIII quality and meaning are created in the interaction with the world ! embodied and aesthetic interaction with product, experience and the entire innovation process ! ! ! ! ! ! ! ! 10. Don’t think thinking, just do doing… and start making together