Emotions in UX Design… a mobile UI designer’s perspective

DePaul HCI. Sep 2009

Can you imagine…

BMW only sells you cars?

Coke just talks about their fizzy citrus drinks?

What if Diesel just promotes comfort & styles of their jeans?

All these products have several things in

common.

Why get so emotional?Why now?

Interaction design a profession is also changing

Customer loyalty has become very finicky

emotive Design

Ok then, how would one approach emotive design?

User’s alues

Context

Frameworks

Reflective

Behavioral

Visceral

SensoryInput

MotorOutput

Don Norman’s Frameworkon Relationship between Information Processing and Design Goals

Level of Information Processing

Ravi Chitturi’s Frameworkon user’s trade-offs between Hedonistic and Utilitarian Benefits

Utilitarian Benefits : Functional & usable, keeps me out of troubleHedonic Benefits : Good looking, pleasant, helps me promote myself

Expectations Met

Expectations Un-met

Expectations Met

Expectations Un-met

Delight, Excitement*

Guilt, Anxiety

Confidence, Security

Anger, Disappointment*

Insights from the Two Frameworks

• Like reliability, usability is important and expected.

• Pushing beyond usability bring in sensorial qualities (e.g. aesthetics & playfulness)

• Focus on meaningful of features that matching user value and aspirations.

Identifying User Value & Context of Problem

• Approach with Empathy.• Don’t just ask. Watch.• Never, ever, outsource understanding.

Tools & Methods

People & Resources• Emotional Design – Don Norman• Making Meaning – Steve Diller, Nathan Shedroff, and Darrel Rhea• Design & Emotions Society

– http://www.designandemotion.org/– Design & Emotions Conference 2010, Chicago

• Ravi Chitturi– Department of Marketing, Lehigh University

• Pieter Desmet: studiolab.io.tudelft.nl/desmet/• Dave Armano: http://darmano.typepad.com/logic_emotion/

About

• Alfred Lui is a Sr. User Interaction Designer in Chicago, specialized in Social Media.

• Alfred worked in Japan, Canada and United States. He currently lives in Chicago, but dreams about retiring in Paris.

• w: www.connection76.com• t: @connection76• e: alui@connection76.com