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Emotion Driven Design
The document discusses emotional design, highlighting its importance in creating connections between users and products to enhance decision-making and consumer satisfaction. It emphasizes the role of emotions in influencing user experience and the need for designs to be appealing, memorable, and effective in guiding users. Various concepts and frameworks related to emotional design, including the emotional design scale and principles of usability, are also presented as tools for improving user engagement and conversion rates.
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Emotion Driven Design
- 1. Emotion driven design LillianAyla Ersoy @lillaylaux
- 2. For every designaction, there is an emotional reaction.
- 3.
- 4. What is emotionaldesign?
- 5. Emotional design revolvesaround our needs as humans to bond and create a connection between man and machine.
- 6. When you havetwo similar coffee products, emotional design is what makes you makes you choose one over the other.
- 7. ”Designing an interfaceto be usable is like a chef creating edible food.” Aaron Walters, Design for emotion
- 8. “Emotional design isnot about nice-to-have warm fuzzy experiences, it’s central to daily life and the decision- making process for consumers. The more effectively we can apply emotional design in our site, the better conversion rates and sales will be.” Aaron Walter, Design for emotion
- 9. MASLOW’S HEIRARCHY –HUMAN NEEDS PHYSIOLOGICAL SAFETY LOVE/ BELONGING SELF-ESTEEM SELF- ACTUALIZATION
- 10. DESIGN HEIRARCHY OFHUMAN NEEDS FUNCTIONAL RELIABLE USABLE PROFICIENCY CREATIVITY PLEASURABLE
- 11. ¨ Attractive thingswork better ¨ - Don Norman
- 13. APPEARANCE The Visceral Level Initialimpact, touch and feel Gets us excited and curious
- 14. USABILITY The Behavioral Level Howthings work with relevant " functions that fulfills needs
- 15. IMPACT The Reflective Level(Long term) Personal satisfaction, self image. Meaning of a product and whether its worth remembering
- 16. Appearance Usability Impact TheVisceral Level The Behavioral Level The Reflective Level EMOTIONAL GOALS
- 17. Our designs shouldbe: APPEALING Grab attention PLEASURABLE Have fun MEMORABLE Build a relationship EFFECTIVE Guide the user The Emotional Design Scale
- 18. Design I IEmotion Motivation
- 19. What causes usto go from a passive ¨browsing¨ state to an active ¨doing¨state?
- 21.
- 22. The protective frame =Lets us focus on the object without distractions
- 23. Motivation Book:This is servicedesign thinking
- 24. Making the functionalemotional
- 25. This carafe isnot just a carafe. Meet BOO
- 30. Great design awakensthe senses and takes the experience to the next level, beyond the unexpected.
- 31. So how canwe apply this to our projects?
- 32. A sense ofbelonging
- 34.
- 36. Dare to standout from the crowd
- 37. Are these twodifferent brands?
- 38.
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- 42.
- 44.
- 45. Do you seethe difference?
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- 49.
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- 57. Embodiment – the3 dots
- 58.
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- 64. When something goeswrong
- 66. “Emotional design isyour insurance to maintain audience trust when things aren’t going your way” Aaron Walter, Design for emotion
- 67. So… how canwe make this happen?
- 69.
- 70.
- 71.
- 72.
- 73. Emotional design turnscasual users into fanatics, ready to tell others about their positive experience. – Aarron Walter
- 75. Stop focusing onwhat the digital product is. Start focusing on the impact it leaves on the consumer.
- 76. Lillian Ayla Ersoy Tweets@ lillaylaux [email protected]
- 77. RESOURCES AND FURTHERREADING § Design for Emotion - Aaron Walter § This is Service Design Thinking - Marc Stickdorn, Jakob Schneider and co-authors § Stephen Anderson - Seductive design § Don Norman - Emotional Design: Why we love (or hate) everyday things § Michael Apter - Reversal Theory: The Dynamics of Motivation, Emotion and Personality (2007) § Sabina Idler - Not just pretty: Building emotion into your websites http://uxdesign.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/ § Tad Fry - Design with dissonance http://uxdesign.smashingmagazine.com/2011/10/13/design-with-dissonance/ § The evolutionary stability of a bi-stable system of emotions and motivations in species with an open-ended capacity for learning http://wiki.omega-research.org/The_evolutionary_stability_of_a_bi- stable_system_of_emotions_and_motivations_in_species_with_an_open-ended_capacity_for_learning
- 78. RESOURCES AND FURTHERREADING § Design and Emotion Conference: http://www.dande2012.com/ § Design and Emotion Society: http://www.designandemotion.org/ § Researching meaning: Making sense of behaviour Simon Norris http://www.nomensa.com/blog/2012/researching-meaning-making-sense-of-behaviour/ § Heineken Club Concept. InSites Consulting http://blog.insites.eu/2012/09/20/our-heineken-concept-club-community-wins-best-presentation-award/ § http://littlebigdetails.com/ § http://designandemotion.org/blog/2011/07/29/getting-emotional-with-jeroen-van-erp/ § https://social.ogilvy.com/why-edible-isn%E2%80%99t-good-enough-the-importance-of-emotional-design/ § http://www.fortune3.com/blog/2012/03/web-design-study-first-impressions/
Editor's Notes
- #4 -It takes less than half a second for an online visitor to form an opinion about your brand. How can we make an impact in that ½ a second that creates an lasting impression?
- #6 physiological needs as humans to emote and bond. connection between man and machine. there’s a person, not a machine at the other end of the connection”
- #7 Taking coffee to the next step, forming an image and lifestyle around your coffee machine. – whole experience of buying coffee
- #8 “Designing an interface to be usable is like a chef creating edible food.” pleasurable or memorable experience. Creating a user experience that’s purely usable isn’t enough. As users, we desire personality with our interactions. Personality is the way we connect with one another. Products and services should be designed more like people with personalities than objects. Designing for emotion can create bonds with our targeted users, which ultimately gains their trust and has them coming back for more.
- #10 ¨Attractive things work better¨ Makes problemsolving easier Attractive products trigger creativity and expand our mental processers, makings us more tolerant of minor difficulties.
- #20 What do they want and how can we switch our users motivation from being passive to intrinsically motivated Reversal theory
- #21 Humans are very complicated: Sometimes there is a contradiction: What people say is one thing; what they do another Most of our decisions are driven by some form of emotion than rational thinking. True for even the most logical people. Cannot do lab testing, must be in real situations to reflect actual behaviour.
- #22 Digital experiences: we can switch at any moment between goal-focused and activity-focused behaviour. To design meaningful interaction we need to consider both our activities and the goals we may wish to complete as a dynamic relationship that is in a constant state of flux. It helps us introduce activity as a vital ingredient in the design process which can often be negated or avoided because of the over emphasis on defining ‘goal-driven behavior’ We have switched (REVERSED) from one state to another. We reverse / switch between meta-motivational states which directly effects arousal and therefor behaviour. Removal of our sense of control can be very distructive , we tend not to like it unless we allow it .
- #24 We also need to take into consideration the state of mind the user is in. Serious or playful state = Cognitive synergy: Incompatible characteristics joined together to produce alternativ outcome: Example: Scared in horror movie coverted to good emotions in playful state
- #26 Trust and the emotional experience here is VITAL to cause a user to reverse motivational state from passive to active. Cues and frustration and nudge you back into a TELIC state. More likely to abandon. The simpler and æsthetically pleasing, the easier it is to reverse and complete the task.
- #27 INTERNAL DESIGN GOALS Before you get started on anything, ask yourself what your own goals are. This does not mean you should put yourself at the center of attention for the rest of the process, but it is important to know what image you want to communicate, what your values and visions are, and how you want others to see you.
- #29 Quality products take time and care to make. Websites are not just websites anymore, but they are constantly forced into tight deadlines because they are digital. I’m BOO from Norway Says and MUUTO
- #33 Asked people through service design, what there emotions, and followed people clubbing. Designed a touch bar disk that you could press to indicate you are the next in line Played games, so you could interact with others while you waiting
- #39 We will go through 20 different elements in design that can take our designs from usable to emotional.
- #40 Curiosity Viusally appealing Pattern recognition
- #46 Sell a lifestyle –cater to women that want high quality and feel a bit different
- #53 Momondo vs. FINN Reise
- #54 Use human like features to become recognizable
- #56 Next or get started on a buttons
- #57 Next or get started on a buttons
- #58 Next or get started on a buttons
- #61 A good laugh or even a little smile can break the ice and make people feel comfortable, Mailchimp: Freddie as a friendly mascot who “welcomes users and makes them feel at home.” Freddie perfectly mirrors the brand’s traits, such as trustworthiness, simplicity and informality, without making the whole website look goofy. The mascot works because Freddie cracks jokes that “you can share with your mama,” but at the same time he never gets in the way of your workflow. This is important. Humor can get people involved, but it should never annoy visitors. Have you tried MailChimp? It's a cool service to send gazillions of emails to your clients. A pretty boring task normally, but what makes MailChimp interesting is their branding.
- #63 At some point you have down time or human error, etc., and this obviously does not like users. But! When you have a positive emotional connection with users, then it is much more likely to forgive and continue to use and love the system. When an error occurs, the response of users to be based on how their relationship to the system already. If you already have a good emotional relationship and so tackling failure to communicate calm and honest, and have updates ("We're working as hard as we can!"), Insurance and regrets, one can largely calm negative emotions and turning them back to the positive. Digital interactions that actually cause us to leave out of frustration. Give up since you are not getting the information you want. The more time we spend, the more we invest Our emotional felings amplify when we connect on a deeper level. Why we should use gamification and emotional design principes to make more engaging NATURAL ABONDONMENT: when you can leave because you feel you have done what you need to do – CONTROL back in the hands of the user. Example – prosess - can leave and come back. Saved information Unfortunately, we are still forcing too many people to abandon digital experiences because the investment in the surface level, and more importantly the understanding of what is meaningful to the audience at this level has not received appropriate investment in time and effort. The consequence is ‘forced’ abandonment and represents a massive commercial risk. = RECOVERY SERVICE Happens when a service or product breaks. A way a company can really show they care about their customers! Brand reputation goes up. Increased Customer Loyalty
- #66 Take for instance a TV spot called “Smiles” we created for Volkswagen that debuted around the presidential debates to lighten the vitriolic mood. It featured one of the most effective ways to create comfort. It showed a series of clips of real people laughing uncontrollably in order from infant, to child, to adult, to elder without a single word or car, ending on the logo and line: "It’s not the miles, it’s how you live them."