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What do you want your users to do? Great design means getting people to do what you want when they use your app. To accomplish this, the app must be useful, usable and DESIRABLE. This session will focus on how to use emotional design to engage, delight and ultimately drive users to reach the product’s objective.
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DRIVE USERS WITH “TOUCHABLE”
EMOTIONAL DESIGN
@erinartworksErin Danielsuser-centric experience design
EMOTIONAL
DESIGN
“You will have no chance of creating something people will
love unless you’ve already made something people actually
want.” — Alexis Ohanian – cofounder of Reddit
“Before your application can create an emotional relationship with the user,
it must get the basics right. The emotional relationship, the
delight, is what you layer on top of this base usability and technical competency.”
— Aral Balkan, Designer of Feathers
3 Levels of Processing – Donald Norman
VISCERALpre-consciousness
attractivenessfirst impression
BEHAVIORALuse of product
functionperformance
usability
REFLECTIVEfull impact of
thought & emotionmessageculture
meaning of product or its use
Optimal User Experience– Cindy Chastain
OPTIMAL
USER EXPERIENC
E
FUNCTION
EASE-OF-USE
PERFORMANCE
tangible
BEAUTY
MEANING
EMOTION
intangible
“THE DANGER IS IN CONFUSING
‘EASE OF USE’ WITH ACTUALLY
DESIRING
TO USE SOMETHING.”— Stephen Anderson,
Seductive Interaction Design
Getting people to do what YOU want
— Seth Godin
GREAT DESIGN
Good scissors for kids are designed to be fabulous for cutting
PAPER
BUT NOT SISTERS…
“Great designers can easily answer the question,
‘What do YOUwant the user to do?’”
— Seth Godin
Emotion is the gut
instinct, a gut reaction
HALO EFFECT Quick decisions
based on
emotions(positive and
negative)
“Make a good first impression.”
— Alexis Ohanian, cofounder of Reddit
evoke trust
simplify the workflow
personalize
delight
make an emotional connection
EMOTIONAL
DESIGN
“Interactions rarely happen with
people we don't trust.”— Seth Godin
“Trust is a gut feeling
…more than a rational process
and visual design affects emotions in a very powerful way, perhaps more than any other stimuli.”
– James Putorti
EVOKE
TRUST
EM
OTIO
NA
L
Mint.com for iPad
“People liked ‘less.’”— Jakob Nielsen
Simplifying down to just a few options helped people not get confused by having a new interface, which would be
SCARY FOR DOCTORS
SIMPLIFYTHE WORKFLOW
EM
OTIO
NA
L
Basecamp for iPhone
ScoreCleaner for iPhone
“Products are people too.”
— Aarron Walter
“The ability to personalize
something makes it yours.”
– Don Norman
Have a conversation with readers
PERSONALIZE
EM
OTIO
NA
L
Miyamo for iPhone
“The pleasurable layer is very powerful.”
— Aarron Walter
People will forgive your shortcomings, follow your lead, and sing your praises if you…
reward them with positive emotion– Aarron Walter
DELIGHTTHEM
EM
OTIO
NA
L
“Oh Mailchimp monkey. Just as I get frustrated with wrangling email
addresses, you’re there with your little
witticisms to cheer me up!”
“Empathy is the way we connect with
one another, it is the platform for emotion.”– Aarron Walter
“Attractive things make people feel good
which in turn makes them think more creatively.”
– Don Norman
MAKE ANemotionalCONNECTION
EM
OTIO
NA
L
WWF Together for iPad
Sloans & Kenyon Auctioneers for iPad
evoke trust
simplify the workflow
personalize
delight
make an emotional connection
In conclusion
EMOTIONAL
DESIGN
Thank you!
Erin Danielsuser-centric design@erinartworks
Tweet your favorite emotional design example!#EmotionalDesign
@erinartworks#modeveast
