social acceptance modelling | Dyson
Development of technology acceptance methodologies.
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problem
The Dyson Zone faced a challenge of social acceptance — its bold form and colours made wearers stand out in ways many found uncomfortable. For a new product category, the key question was how to assess public acceptance of the technology and reduce the social barriers to wearing it.
solution
Introduction of a new catageory level technology acceptance test for new product formats. This product testing and validation technique would assess the trade-offs between the social criteria, cost, and product benefits.
Technology Acceptance Modelling (TAM2)
I led the effort to improve social acceptability for the Dyson Zone, developing a testing programme based on the TAM2 framework to understand how users perceive and adopt wearable technology. Because wearables interact with culture, fashion, and personal expression, the programme evaluated factors such as colour, geometry, and overall design language. From this, I established design insights and guidelines for future head-worn products.
The framework was later formalised into a product verification test. I subsequently travelled to Shanghai and Beijing to evaluate the social acceptance of upcoming wearable concepts with users in real-world contexts.
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