Win hearts, win users with emotional design
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Transcript of Win hearts, win users with emotional design
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EMOTIONAL
DESIGN
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Uber chases
emotional connection
and teams with Spotify
to offer personalised
music experiencehttp://www.thedrum.com/news/2014/11/17/uber-chases-emotional-connection-and-teams-spotify-offer-personalised-music
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“Emotional design is the
BACKBONEof e-commerce design.”
— Kirsten Green, Founding Partner
of Forerunner Ventures
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“You will have no chance of creating
something people will love unless
you’ve already made something
people actually want.”
— Alexis Ohanian, co-founder of Reddit
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asdf movie https://www.youtube.com/watch?v=1lOEkYKYS9Q
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“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.”
— Aral Balkan, Designer of Feathers
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Maslow’s hierarchy of human needs
Aaron Walter https://speakerdeck.com/aarron/learning-to-love-humans-emotional-interface-design
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Optimal User Experience– Cindy Chastain
OPTIMAL
USER EXPERIENCE
FUNCTION
EASE-OF-USE
PERFORMANCE
tangible
BEAUTY
MEANING
EMOTION
intangible
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usable = edible
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“The pleasurable layer
is very powerful.”
— Aarron Walter, Designing for Emotion
& Designer of MailChimp
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“Empathy is the way we connect
with one another,
it is the platform
for emotion.”
— Aarron Walter, Designing for Emotion
& Designer of MailChimp
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“The danger
is in confusing
‘EASE OF USE’ with ACTUALLY
DESIRINGTO USE SOMETHING.”
— Stephen Anderson,
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3 Levels of Processing – Donald Norman
VISCERAL
pre-consciousness
attractiveness
first impression
BEHAVIORAL
use of product
function
performance
usability
REFLECTIVE
full impact of
thought & emotion
message
culture
meaning of product
or its use
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“Make a good
FIRST IMPRESSION.” — Alexis Ohanian, co-founder of Reddit
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HALO EFFECT
GUTREACTION
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GOOD for me?
BAD for me?
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“Interactions rarely
happen with people
we don't trust.”— Seth Godin
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Word of mouth
Direct interaction
Graphics
Tone of voiceT R
U S
T
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OF
MOUTH
WORD
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“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
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MINT for iPad
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Urgency rarely leads to trust.
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Oh Mailchimp monkey,
Just as I get frustrated
with wrangling email
addresses, you’re there
with your little witticisms
to cheer me up!
Aarron Walter Designing for Emotion http://www.youtube.com/watch?v=ks91vBm3oT8
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“Products are
people too.”
— Aarron Walter, Designing for Emotion
& Designer of MailChimp
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Viktor Hertz http://www.viktorhertz.com/50717/2154528/gallery/work-in-progress-bars
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“Attractive things make people
FEEL GOODwhich in turn makes them
think more creatively.”— Don Norman
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Appealing
Effective
Pleasurable
MemorableDE
SIG
N
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Design goals
Prospective users
Context of use
FO
UN
DA
TI
ON
O
F
GO
OD
DE
SIG
N
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RESOURCES Designing For Emotion by Aarron Walter
http://www.abookapart.com/products/designing-for-emotion
The Basics Of Emotional Design by Nancy Young http://www.hongkiat.com/blog/emotional-design/
The Personality Layer by Simon Schmidhttp://www.smashingmagazine.com/2012/07/18/the-personality-layer/
Not Just Pretty: Building Emotion Into Your Websites by Sabina Idlerhttp://www.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/
Seductive Interaction Design, Stephen Andersonhttp://www.amazon.com/Seductive-Interaction-Design-Effective-Experiences/dp/0321725522
The Art & Science of Seductive Interactions, Stephen Andersonhttp://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions
Emotional Design: Why We Love (or Hate) Everyday Things by Don Normanhttp://www.amazon.com/Emotional-Design-Love-Everyday-Things/dp/0465051367
User-centric vs. Maker-centric Language: 3 Essential Guidelines by Janelle Estes, Nielsen Norman Grouphttp://www.nngroup.com/articles/user-centric-language/
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Create a product
people will
#EmotionalDesign
@erinartworks
#modevcon