Human Centered Industry - Emotional Engineering - page 38

Fig. 1 Birds can fl fly and walk
Let us take airplanes for example. Airplanes were invented to satisfy our dreams
to fl fly like a bird. At the time of this invention, the challenging issue was to fl y in the
air. That was the objective of the attempt. But once it succeeded, then the objective
changed to how it could be a better means of transportation. Our expectations
shifted from just being able to fl fly to using it as a means of comfortable and safe
transportation.
We do not fl fly just to get excitement anymore. We use them as a means of
traveling easily over a long distance. Airplanes are now just one of such traveling
means. They are no different from other means of transportation. But airplane
industries pay most of their attentions to how much they can improve their air-
planes. They do not care how they can link their industry with other transportation
industries such as cars, trains and ships (Fig. 1 ).
Situations are the same with other transportation industries. They are doing their
best, but only in their own ! fields and they do not care how they can partner with
others to provide a seamless and easy transportation. This is because they are
technology-driven. They do not come back to the basic human needs and consider
what humans are expecting (Fig. 2 ) .
Fig. 2 Basic needs