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This keynote was given on July 30, 2014 at UXNight Silicon Valley by Marissa Louie, Principal Designer at Yahoo! Abstract: There are millions of web sites and apps that exist, yet only a few of them are accessed on a regular basis. How do we design products that keep users coming back for more? The answer is simple – we integrate emotion into our designs. In this presentation, Marissa Louie will teach us: Emotional themes: What gets users hooked Emotional toolbox: Design elements that make your users feel great How to integrate positive emotions to influence behavior and increase user engagement How to add personality to a product -- Meet Marissa Marissa Louie is a UI, UX, and Product Designer whose designs have been experienced by over 1 billion users. She is a Principal Designer at Yahoo!, where she has led design efforts in Search and Homepage and Verticals. She founded First Designer Co., a design community that supports designers with mentorship, design critiques, and job opportunities. She has been an iOS Art Director at Apple, Product Designer at Ness Computing (acquired by OpenTable and now part of Priceline.com), and Co-founder of three tech startups. Her work has won numerous awards, including Apple's App Store Best of 2012 for Ness Computing.
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E X C E P T I O N A L D E S I G N
M A R I S S A L O U I E
I N G R E D I E N T S F O R
Twitter: @malouie #UXNight
slideshare.net/malouie
Design Foundation1
We’ll go over…
Emotional Themes & Design Elements2
Bringing an Emotional Design Together3
Starting with a Solid Design Foundation1
What is design?
Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers.
S T E V E J O B S
My goal as a designer is to _____________.
E R I C PA N
My goal as a designer is to give other humans tools to shed their problems and achieve their dreams.
TA R A S R I P U N V O R A S K U L
My goal as a designer is to wake up everyday knowing my designs made a huge social impact and inspired others.
D E V I N H A L L A D AY
My goal as a designer is to design a solution so simple and revolutionary that it becomes integrated in every life to the point that they take it for granted.
My goal as a designer is to make people feel GOOD)
Pleasurable
Usable
Reliable
Functional
Missing!!!
Maslow’s Hierarchy of Emotional Design
First order of business: create an emotional brand
!
!
!
Memorable, pleasurable
Speaks to users
!
!
!
Makes users feel
Is expressive
EMOTIONAL BRAND
TRUMPET TECHNOLOGIES
algorithms happiness
BEHIND THE SCENES
Design team: NOT from d.school
B E Y O N C É
Who needs a degree when you’re SCHOOLIN' LIFE?
design^
SUCCESS METRICS
One of the best apps I’ve seen. Beautifully engineered, Ness is both attractive and intuitive. It’s easy, quick to use, and the interface has a minimalistic beauty to it.
Some users are going as far to call this the best app in the App Store while many others have already made this a favorite.
What users said
With a beautiful and sleek design, this intelligent and intuitive app will leave you stunned.
The reason why this app is better than Yelp isn't just because it recommends places to eat, it's because the entire interface is designed around the idea of actually helping someone decide where they are going to have their next meal, rather than providing a list of different options that is too taxing to sift through, and too boring to spark an interest in the next outing.
6,000,000
17
30,000,000
$13,200,000
750,000
Emotional Themes & Design Elements2
Emotional design is beyond usability and aesthetics
Which superpowers are in your toolbox?
PR
Design
UI
UX
Product
Research
Bran
ding
Mar
ketin
g
Sale
s
Recr
uitin
g
Prod
uct
Man
agem
ent
Engi
neer
ing
My toolbox: Everything involved in building a tech product
The more you know, the more you can feel
Consumer psychologists say that people buy according to how they feel about a
product: emotions, desire.
Not logic.
!
!
!
Familiar or new experience
Curiosity
!
!
Positive expectations !
Enticing content
ANTICIPATION
Connection
!
!
!
!
!
Matches my taste
!
Satisfies a real need
Play
JOY
Clear language
!
!
Easy to use
!
!
!
Privacy
!
UGC, Curation
TRUST
ANTICIPATIONJOYTRUST
PLEASURABLE
Pleasurable
Missing!!!
=
Want. Need. Love.
It’s dangerous
!
!
Typography
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!
!
Bold visuals upfront
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Copywriting
ANTICIPATION
Fresh content
!
!
!
Easter eggs
Visually rich
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!
!
Self-expression
JOY
iPhone accessories
Other clothes
Lace and crocheted clothes
Tribal pattern clothes
100 most popular items
!
!
!
Like-minded community
Easy to use
!
!
Top brands and bloggers !
Authenticity
TRUST
BEHIND THE SCENES
SUCCESS METRICS
Through Wanelo I have quickly learned what clothes make me excited. I no longer go into a store hoping something might peak my interest.....I know what "look" I'm after and how I want to feel. I have acquired so much insight to see how much fun it can be to dress in different moods, styles and venues.
What users said
This app is AMAZING. I'm addicted to it and all of my friends are getting into it and we love it!!
!I couldn’t have seashell lamps in my garage without a mermaid tail and a swimming pool equipped with floats with beer holders. You may need rehab and financial counseling.
Absolutely fabulous, daaahling. I love that the app updates are written in REAL people language! Love and muffins from me too. If you are a teenage girl, download this app.
What users said
11,000,000
6,000,000
800,000,000
200,000
$100,000,000
Bringing an Emotional Design Together3
Pleasurable
Usable
Reliable
Functional
Missing!!!
Maslow’s Hierarchy of Emotional Design
You can’t have an entertaining, a delightful, an inspiring experience unless it’s well-designed and thought out.
That’s where we’re focused in terms of design.
M A R I S S A M AY E R
Where is the emotional design in this feature?
Where’s the cream filling?
I WILL NOT SHIP UNLESS I…
Look for ways to use animations
Ask how we want users to feel
Tap into my design superpowers
Have a compelling brand as a foundation
Understand human emotions
I WILL NOT SHIP UNLESS I…
Look for ways to include Easter eggs
Believe my product is pleasurable
Really want users to find it pleasurable
Convey emotion through UI: funny, etc.
Use emotive copywriting & content
Are we following the original design brief?
Design Foundation1
We covered…
Emotional Themes & Design Elements2
Bringing an Emotional Design Together3
WE WILL SAY NO…
FEATURE OVERLOAD! !
!
!
BAD TASTE! !TECHNICAL INCOMPETENCE!!
!
UGLY EGOS!
tiny little EMOTIONAL SPIKES
of HAPPINESS
M A R I S S A L O U I E
Twitter @malouie !Dribbble @malouie !Slides slideshare.net/malouie !Email [email protected]
THANK YOU
