Emotion driven design Lillian Ayla Ersoy @lillaylaux

For every design action, there is an emotional reaction.

½

What is emotional design?

Emotional design revolves around our needs as humans to bond and create a connection between man and machine.

When you have two similar coffee products, emotional design is what makes you makes you choose one over the other.

”Designing an interface to be usable is like a chef creating edible food.” Aaron Walters, Design for emotion

“Emotional design is not about nice-to-have warm fuzzy experiences, it’s central to daily life and the decision-making process for consumers.

The more effectively we can apply emotional design in our site, the better conversion rates and sales will be.”

Aaron Walter, Design for emotion

DESIGN HEIRARCHY OF HUMAN NEEDS

FUNCTIONAL

RELIABLE

USABLE

PROFICIENCY

CREATIVITY PLEASURABLE

¨ Attractive things work better ¨ - Don Norman

Our designs should be:

APPEALING Grab attention

PLEASURABLE Have fun

MEMORABLE Build a relationship

EFFECTIVE Guide the user

The Emotional Design Scale

Design I I Emotion Motivation

What causes us to go from a passive ¨browsing¨ state to an active ¨doing¨state?

The protective frame

The protective frame

= Lets us focus on the object without distractions

Motivation

Book: This is service design thinking

Making the functional emotional

This carafe is not just a carafe. Meet BOO

Great design awakens the senses and

takes the experience to the next level,

beyond the unexpected.

So how can we apply this to our projects?

A sense of belonging

Stimulating visualization

Dare to stand out from the crowd

Are these two different brands?

Know your audience

Seduction

Gamification

Do you see the difference?

Engaging and relevant (Content design)

The art of engagement = focus

Human-like interactions

Jumping icons

Shaking icons

Embodiment – the 3 dots

Telling or guiding

Storytelling

Personality

When something goes wrong

“Emotional design is your insurance to maintain audience trust when things aren’t going your way” Aaron Walter, Design for emotion

So… how can we make this happen?

Emotional mapping

Picture: Kissm

etrics.com

Collaboration Foundation of good design

Dynamic journey mapping

Picture: Kissm

etrics.com

Emotional design turns casual users into fanatics, ready to tell others about their positive experience. – Aarron Walter

Stop focusing on what the digital product is.

Start focusing on the impact it leaves on the consumer.

Lillian Ayla Ersoy

Tweets @ lillaylaux

lillian.ersoy@bekk.no

RESOURCES AND FURTHER READING

§  Design for Emotion - Aaron Walter

§  This is Service Design Thinking - Marc Stickdorn, Jakob Schneider and co-authors

§  Stephen Anderson - Seductive design

§  Don Norman - Emotional Design: Why we love (or hate) everyday things

§  Michael Apter - Reversal Theory: The Dynamics of Motivation, Emotion and Personality (2007)

§  Sabina Idler - Not just pretty: Building emotion into your websites

http://uxdesign.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/

§  Tad Fry - Design with dissonance

http://uxdesign.smashingmagazine.com/2011/10/13/design-with-dissonance/

§  The evolutionary stability of a bi-stable system of emotions and motivations in species with an open-ended

capacity for learning

http://wiki.omega-research.org/The_evolutionary_stability_of_a_bi-

stable_system_of_emotions_and_motivations_in_species_with_an_open-ended_capacity_for_learning

RESOURCES AND FURTHER READING

§  Design and Emotion Conference: http://www.dande2012.com/

§  Design and Emotion Society: http://www.designandemotion.org/

§  Researching meaning: Making sense of behaviour Simon Norris http://www.nomensa.com/blog/2012/researching-meaning-making-sense-of-behaviour/

§  Heineken Club Concept. InSites Consulting http://blog.insites.eu/2012/09/20/our-heineken-concept-club-community-wins-best-presentation-award/

§  http://littlebigdetails.com/

§  http://designandemotion.org/blog/2011/07/29/getting-emotional-with-jeroen-van-erp/

§  https://social.ogilvy.com/why-edible-isn%E2%80%99t-good-enough-the-importance-of-emotional-design/

§  http://www.fortune3.com/blog/2012/03/web-design-study-first-impressions/