Expecto Perfectum!

Minjeong Kim Karen Shakespear Cecilia Yang March 11, 2009

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dog trainers
have special insight into the human-dog relationship.

dog trainers
train dogs through a method called ‘clicker training’

dog trainers
train dogs through a method called ‘clicker training’

rather than punish bad behavior,

dog trainers
train dogs through a method called ‘clicker training’

reward good behavior.

nugget: dog trainers also train many other types of animals

nugget: dog trainers also train many other types of animals

insight: a spectrum of different attitudes towards dogs

dog: person

dog: engineer-able creature

insight: a spectrum of different attitudes towards dogs

professional dog trainers dog: person dog: engineer-able creature

insight: a spectrum of different attitudes towards dogs

kids dog: person

most dog owners

professional dog trainers dog: engineer-able creature

observation: conflicts arise from the ‘family member’ frame

kids dog: person

most dog owners

professional dog trainers • stuffed dog toys lead to bowel obstructions

• owners reinforce barking creature behavior • roughhousing between dogs upsets owners

dog: engineerable

observation: conflicts arise from the ‘family member’ frame

kids dog: person

most dog owners

professional dog trainers • stuffed dog toys lead to bowel obstructions

• owners reinforce barking creature behavior • roughhousing between dogs upsets owners

dog: engineerable

observation: conflicts arise from the ‘family member’ frame

kids dog: person

most dog owners

professional dog trainers • stuffed dog toys lead to bowel obstructions

• owners reinforce barking creature behavior • roughhousing between dogs upsets owners

dog: engineerable

why don’t dog owners operant-condition their dogs?

why don’t dog owners operant-condition their dogs?

feels unnatural “we don’t want dogs only to listen to us when we’re giving them treats”

why don’t dog owners operant-condition their dogs?

feels unnatural “we don’t want dogs only to listen to us when we’re giving them treats”

too complicated “they don’t want to admit they can’t train their dogs” “children are notoriously unreliable”

why don’t dog owners operant-condition their dogs?

feels unnatural “we don’t want dogs only to listen to us when we’re giving them treats”

too complicated “they don’t want to admit they can’t train their dogs” “children are notoriously unreliable”

impatience “most people don’t want to put in months and months of consistent work”

the needs of dog owners that emerge are conflicting

feels unnatural “we don’t want dogs only to listen to us when we’re giving them treats”

too complicated “they don’t want to admit they can’t train their dogs” “children are notoriously unreliable”

impatience “most people don’t want to put in months and months of consistent work”

the needs of dog owners that emerge are conflicting

feels unnatural “we don’t want dogs only to listen to us when we’re giving them treats”

too complicated “they don’t want to admit they can’t train their dogs” “children are notoriously unreliable”

impatience “most people don’t want to put in months and months of consistent work”

the need to intuitively treat the dog like a family member

the needs of dog owners that emerge are conflicting

feels unnatural “we don’t want dogs only to listen to us when we’re giving them treats”

too complicated “they don’t want to admit they can’t train their dogs” “children are notoriously unreliable” the need to shape dog’s instinctive behavior through systematic training

impatience “most people don’t want to put in months and months of consistent work”

the need to intuitively treat the dog like a family member

the needs of dog owners that emerge are conflicting

feels unnatural “we don’t want dogs only to listen to us when we’re giving them treats”

too complicated “they don’t want to admit they can’t train their dogs” “children are notoriously unreliable” the need to shape dog’s instinctive behavior through systematic training

impatience “most people don’t want to put in months and months of consistent work”

the need to intuitively treat the dog like a family member

the need for encouragement to keep training

general design principles that address needs

the need to intuitively treat the dog like a family member

the need to shape dog’s instinctive behavior through systematic training

the need for encouragement to keep training

general design principles that address needs
capitalize on frameworks that are familiar to all members of the family

the need to intuitively treat the dog like a family member

the need to shape dog’s instinctive behavior through systematic training

the need for encouragement to keep training

general design principles that address needs
capitalize on frameworks that are familiar to all members of the family implicitly embed features of positive reinforcement: audible, consistent, and timely rewards

the need to intuitively treat the dog like a family member

the need to shape dog’s instinctive behavior through systematic training

the need for encouragement to keep training

general design principles that address needs
capitalize on frameworks that are familiar to all members of the family implicitly embed features of positive reinforcement: audible, consistent, and timely rewards give owners immediate feedback of dog’s progress

the need to intuitively treat the dog like a family member

the need to shape dog’s instinctive behavior through systematic training

the need for encouragement to keep training

solution 1: Puppy Polaroid “Make photos as fun for your dogs as they are for you”

accessory mounts to any digital camera. each picture taken releases a dog treat.

capitalize on frameworks that are familiar to all members of the family

implicitly embed features of positive reinforcement: audible, consistent, and timely feedback & rewards

give owners immediate feedback of dog’s progress

solution 1: Puppy Polaroid

solution 2: Expecto Perfectum! “Cast a spell on your dog”

fantasy role play for kids and their dogs. package comes with wand and DVD.

capitalize on frameworks that are familiar to all members of the family

implicitly embed features of positive reinforcement: audible, consistent, and timely feedback & rewards

give owners immediate feedback of dog’s progress

solution 2: Expecto Perfectum! demo

a. Swish the wand and stop. Then say the spell.

implicitly embed features of positive reinforcement: audible, consistent, and timely feedback & rewards

solution 2: Expecto Perfectum! demo

a. Swish the wand and stop. Then say the spell.

implicitly embed b. features of positive Praisereinforcement: audible,give the dog and consistent, and timely a treat. feedback & rewards

solution 2: Expecto Perfectum! demo

a. Swish the wand and stop. Then say the spell.

implicitly embed b. features of positive Praisereinforcement: audible,give the dog and consistent, and timely a treat. feedback & rewards

c. Repeat the command, and the dog might wave higher!

summary principle: Create products that treat dogs like dogs, but allow owners to see them as people.

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