Emotional designDesign for emotions in the end user

Flin Nortier

We, as interaction designers, are the future of expressivity of organisations. This will be more and more digital.

Interaction design

Interaction design

image: Koos Looijesteijn

Concept

Interaction design

Concept

Wireframes

image: Koos Looijesteijn

Interaction design

WireframesGraphic design + copywriting

Interaction designGraphic design + copywriting Programming

Interaction designdesign

decisions

WireframesConcept Graphic design + copy writing

Programming

• From function to experience

Fulfilling functional needs Fulfilling emotional needs

The blind spot

End users:

• „I need a way to record audio”

• „I need to buy this product”

• „I need an overview of the creative industry in Amsterdam”

Functional needs

End users:

• „I need to feel safe”

• „I want to feel loved”

• „I want to feel like a rich person”

Emotional needs

• Basic human needs are pretty easy to predict

But emotions can be tricky:

• Emotions are often complex and layered!

„Sad & hopeful”/„happy & surprised”/„grief & joy”

• They can be hidden or latent

Emotional needs

Source: Plutchik, R. (2003)

Emotional designexamples

Flitsmeister

Uber

or?

Thriffty

Emotional designexamples

Experience designwhat is it?

Aspired experience

Current experience

Jared Spool says:

Experience designwhy (financially)?

Pine & Gilmore say:

image: customerexperienceplanning.com

Experience designhow?

Model created by: Flin Nortier & Marco van Hout

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

Missing step in the design process: the message

image: customerexperienceplanning.com

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

Experience designimproved design process

meeting the needs1. Moment: customer is awaiting delivery of mobile phone

Details Customer is anticipative/enthusiastic about the product Need: „I’m anxious to get hands-on”

Time until delivery is +- 2 weeks Need: „I’m impatient”

image: customerexperienceplanning.com

Emotional design

1 Moment: Customer is awaiting delivery of mobile phone

2. Response (universal message): attend: „have an appetizer” confirm: „it’s underway”

3. Design solutions: Send a confirmation / status update e-mail, show package status when customer logs in.

Offer access to free sms service, premium content, online interactive demo of mobile phone.

meeting the needs

Emotional design

Customer Journey

image: customerexperienceplanning.com

image: customerexperienceplanning.com

Emotional needs

change

Customer Journey

meeting the needs1. Moment: customer lost her mobile phone

2. Response: „we’re sorry for your loss” „how can we help?” „here’s a special offer for a replacement”

3. Design solutions:Send a heart warming e-mail/give a call and offer options to help out.

!

image: customerexperienceplanning.com

Emotional design

Emotional Design Model

Model created by: Flin Nortier & Marco van Hout

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

1. Moment! describe the moment!

2. Design solutions convert your responses to concrete design solutions

Emotional Design Modelbefore

1. Moment! describe the moment

2. Response: Universal message consult your own intuitive emotional response!

3. Design solutions convert your responses to concrete design solutions

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

Emotional Design Modelafter

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

Emotional Design Model

Message 2Message 3

Message 1

1. Moment

2. Universal message

3. Design solution

How?1. Pick a moment in the customer journey

2. Explore this moment carefully!

• via market-/usability research, role play, …

3. Formulate a universal message!

• Look at your own intuitive emotional reaction!

• Then discuss the universal message and refine for brand/organisational values with the client.!

4. Create design solutions

Flin Nortier flin@sodastudio.nl www.sodastudio.nl

Click to feel