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Are we getting the intended emotional response we set out to achieve? In this seminar, we explore the powerful effects of emotion in design; from the way we create interfaces to the way we communicate with our clients. We focus on methods that help us create engaging digital experiences that impacts the organization's brand entity by focusing on the customer’s wants and needs. Presentation from IxDA Oslo Meetup, 17. April, 2013
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Emotion driven design Lillian Ayla Ersoy @lillaylaux
For every design action, there is an emotional reaction.
½
What is emotional design?
Emotional design revolves around our needs as humans to bond and create a connection between man and machine.
When you have two similar coffee products, emotional design is what makes you makes you choose one over the other.
”Designing an interface to be usable is like a chef creating edible food.” Aaron Walters, Design for emotion
“Emotional design is not 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
DESIGN HEIRARCHY OF HUMAN NEEDS
FUNCTIONAL
RELIABLE
USABLE
PROFICIENCY
CREATIVITY PLEASURABLE
¨ Attractive things work better ¨ - Don Norman
Our designs should be:
APPEALING Grab attention
PLEASURABLE Have fun
MEMORABLE Build a relationship
EFFECTIVE Guide the user
The Emotional Design Scale
Design I I Emotion Motivation
What causes us to go from a passive ¨browsing¨ state to an active ¨doing¨state?
The protective frame
The protective frame
= Lets us focus on the object without distractions
Motivation
Book: This is service design thinking
Making the functional emotional
This carafe is not just a carafe. Meet BOO
Great design awakens the senses and
takes the experience to the next level,
beyond the unexpected.
So how can we apply this to our projects?
A sense of belonging
Stimulating visualization
Dare to stand out from the crowd
Are these two different brands?
Know your audience
Seduction
Gamification
Do you see the difference?
Engaging and relevant (Content design)
The art of engagement = focus
Human-like interactions
Jumping icons
Shaking icons
Embodiment – the 3 dots
Telling or guiding
Storytelling
Personality
When something goes wrong
“Emotional design is your insurance to maintain audience trust when things aren’t going your way” Aaron Walter, Design for emotion
So… how can we make this happen?
Emotional mapping
Picture: Kissm
etrics.com
Collaboration Foundation of good design
Dynamic journey mapping
Picture: Kissm
etrics.com
Emotional design turns casual users into fanatics, ready to tell others about their positive experience. – Aarron Walter
Stop focusing on what the digital product is.
Start focusing on the impact it leaves on the consumer.
Lillian Ayla Ersoy
Tweets @ lillaylaux
lillian.ersoy@bekk.no
RESOURCES AND FURTHER READING
§ 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
RESOURCES AND FURTHER READING
§ 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/
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