beyond usable | mapping emotion to experience

Kelly Goto@go2girl

MAPPING EMOTION TO EXPERIENCEBEYOND USABLE

Monday, September 30, 13

YOYU

Monday, September 30, 13

flickr user niznozMonday, September 30, 13

flickr user niznozMonday, September 30, 13

https://www.mylookout.com/resources/reports/mobile-mindset

Monday, September 30, 13

https://www.mylookout.com/resources/reports/mobile-mindset

Monday, September 30, 13

CHECKING HABIT

Participants in the study checked their phones an average of 34 times a day, for about 30 seconds at a time about every 10 minutes. Surprisingly, the person was usually unaware of reaching for and unlocking the phone. It was a habitual, compulsive behavior.

A. Oulasvirta (&) L. Ma E. RaitaHelsinki Institute for Information Technology HIIT,

Monday, September 30, 13

CHECKING HABIT

Once the brain becomes accustomed to this positive feedback, reaching out for the phone becomes an automatic action you don't even think about consciously, (...) Instead, the urge to check lives in the striatum, a part of the brain that governs habitual actions.

A. Oulasvirta (&) L. Ma E. RaitaHelsinki Institute for Information Technology HIIT,

Monday, September 30, 13

REWIREDWhen we go online, we enter an environment that promotes cursory reading, hurried and distracted thinking, and superficial learning.

Even as the Internet grants us easy access to vast amounts of information, it is turning us into shallower thinkers, literally changing the structure of our brain.

Source: Nicholas Carr: The Web Shatters Focus, Rewires Brains

Monday, September 30, 13

http://peoplestaringatphones.tumblr.com/Monday, September 30, 13

Facebook is celebrating all the wrong things. And it makes Facebook Home look like the best possible way to be the least present.Josh Elman, Medium

Monday, September 30, 13

zabisco.com

Monday, September 30, 13

adapted from ‘devolution - savage researchMonday, September 30, 13

USABILITY

PLEASURE

FUNCTIONALITY

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RITUAL

www.evr.st

FUNCTIONALITY

USABILITY

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FUNCTIONALITY

MEANING

www.evr.st

USABILITY

Monday, September 30, 13

Credit: AP Photo/Paul Sakuma

Monday, September 30, 13

MINDLESS to MEANINGFUL

Monday, September 30, 13

MINDLESS

PLEASURE

STIMULATION

ZERO OUTPUTMonday, September 30, 13

MEANINGFUL

INTEGRATED

HABITUAL

LIFESTYLE INTEGRATION

Monday, September 30, 13

AUTOMATIC inter-conscious

easily retrievable; semi-aware;

MEANINGFUL

Monday, September 30, 13

AWARE

AUTOMATIC

MEANINGFUL unconscious

unaware; deeply storedmeaningful

inter-conscious

easily retrievable; semi-aware;

conscious

fits well, style is cool, feels great

makes me feel important, unique and special

I love it.

sale! fancy / favorite brand

Monday, September 30, 13

AWARE

AUTOMATIC

MEANINGFUL unconscious

unaware; deeply storedmeaningful

inter-conscious

easily retrievable; semi-aware;

conscious

fits well, style is cool, feels great

makes me feel important, unique and special

I love it.

sale! fancy / favorite brand

Monday, September 30, 13

CONTEXTUAL RESEARCHIN-DEPTH INTERVIEWS

SOCIAL ANALYTICSONLINE SURVEYS

ANALYTICS / TRACKING

how people

live

what people think

Monday, September 30, 13

CONTEXTUAL RESEARCHIN-DEPTH INTERVIEWS

SOCIAL ANALYTICSONLINE SURVEYS

ANALYTICS / TRACKING

how people

live

what people think

unaw

are

| im

plic

it |

EMOT

IONA

L

a w a r e | e x p l i c i t | LOGICALMonday, September 30, 13

Today’s development probably goes

towards integration of emotional values in products. Products must

appear independent reflecting an

individual life style.”

Engineering Emotional Values in Product Design, 2005

Monday, September 30, 13

Evolution of 'sensory engineering'

1970’s 1980’s 1990’s 2000’s 2010’s

[1960‘s]QFD Quality Function

Deployment seeks

out ‘fuzzy’ needs and

uncovers ‘wow’factor

[1970‘s]Kansei Engineering

can "measure" the

feelings and adapt to

product development.

[1980‘s]Kano Method looks at

Normal / Expected /

Exciting requirements

[1990‘s]Kansei

introduced

into the US

[2001]Dotcom

crash

[2007]“Age of the

iPhone”

[2012]Convergence

Monday, September 30, 13

感性工学emotional usability

sensory engineering

Monday, September 30, 13

Kansei Engineering was created to

address this emotional side of product

development. It ... attaches importance

to customers' wants for emotional, sensory, and lifestyle-enhancing solutions with your product

development, creating synergy for

emotional branding.

Engineering Emotion al Values in

Product Design by Simon Schutte

Monday, September 30, 13

from: Engineering Emotional Values in Product Design by Simon Schütte

Kansei

Emotions Words

Behaviorand

Attitudes

KANSEI EXPERIENCE

Monday, September 30, 13

from: Engineering Emotional Values in Product Design by Simon Schütte

SENSORY

INPUT

Mapping Building Trigger

Kansei

AffectionFeelingEmotion

Chisei

LogicsRecognition

Understanding

EMOTIONAL

LOGICAL

KANSEI EXPERIENCE

Monday, September 30, 13

kansei words

Monday, September 30, 13

Monday, September 30, 13

WHY-FINDING

Monday, September 30, 13

Why-finding reveal key connectors that map experience to emotion. These

connectors lie between what people

are aware of and deeper meaning.

Identifying these key connectors is an

essential part of product strategy.

Kelly Goto, gotomedia

Monday, September 30, 13

VIAMEANING

ASPIRATIONCONNECTIONIDENTITYTRUSTEASE-OF-USE

Monday, September 30, 13

MEETS MY NEEDS

IT WORKS

EMOTIONAL

RATIONAL

I LOVE ITAWARE

(explicit)UNAWARE(implicit)

Monday, September 30, 13

MEETS MY NEEDS

style

EMOTIONAL

RATIONAL

easy to use

simple

efficient

personalized

sharing

intuitive

comfortablefamiliar

customizableinspiring

meaningful

portable

cool

connected

reliable

AWARE(explicit)

UNAWARE(implicit)

I LOVE IT

IT WORKS

Monday, September 30, 13

style

AWARE(explicit)

UNAWARE(implicit)

EMOTIONAL

RATIONAL

simple

MEETS MY NEEDS

ASPIRATION

EASE-OF-USE

IDENTITY

CONNECTION

TRUST

Monday, September 30, 13

INPUT EXPERIENCE OUTPUT

PsychologicalSensoryMemory

Contextual

AspirationConnection

IdentityTrust

Ease-of-use

Monday, September 30, 13

INPUT EXPERIENCE OUTPUT

PsychologicalSensorial

MemoryContextual

AspirationConnection

IdentityTrust

Ease-of-use

=Nostalgia

Monday, September 30, 13

www.nest.com

Monday, September 30, 13

The Nest is really beautiful and it feels fantastic to touch and use. The display is just gorgeous and things like shifting to red when you ask for heat are both satisfying, intuitive and, well, delight inducing.”

PC Magazine Blogger

aspiration

pleasure

comfort

www.nest.com

Monday, September 30, 13

Monday, September 30, 13

When everyone is gone and I work at night, I can crank it up and it sounds beautiful.”

Monday, September 30, 13

My phone is ok—it’s a little slow. It doesn’t think so quick... It is not really responsive. It doesn’t really know if you’ve touched the screen.”

Monday, September 30, 13

8AM 10AM 12AM 2PM 4PM 6PM 8PM

Monday, September 30, 13

device place task

noise time limitations

state / stage result feeling

Monday, September 30, 13

what deviceare you using? where are you? what are you

doing?

what “noise” is distracting you?

what time of day is it?

what limitations are there?

what stage of the

task are you in?

are you able to complete your

task?how does it

make you feel?

Monday, September 30, 13

dscout.com

Monday, September 30, 13

dscout.com

Monday, September 30, 13

PRODUCT MENTALITYPRODUCT MINDSET

Monday, September 30, 13

DYNAMIC

One-on-one | Contextual

Web | Mobile App(full functionality)

Autonomous Team

Flexible Requirements

Flexible Delivery (within timeframe)

Iterative | Feedback-oriented

PRODUCT-FOCUS

STATIC

Focus Groups

Marketing Web Site (little functionality)

Stakeholder-drama

Business Req Absolute

Hard Deadline (no flexibility)

Tied to a legacy system

MARKETING-FOCUS

Monday, September 30, 13

KinectNov 2010

Leap MotionJuly 2013

MYOEarly 2014

WiiSept 2005

PRODUCT-FOCUS

Monday, September 30, 13

(innovation) COMPLEXITY vs. COPING (desire)

The governance crisis point

Quantity & complexity of information

Ability to deal with quantity & complexity

of information

Zap Think LLC

TIME

Monday, September 30, 13

Everyday improvement is a state of mind which is not satisfied with the status quo and believes that things must be improved everyday.

Everybody improvement means that every one from top management to the rank and file must be involved.

Everywhere improvement means that Kaizen is cross-functional activities carried out not only on the shop floor, but also in all managerial functions.

KAIZENcontinuous improvement

Monday, September 30, 13

How do we get there??Ease-of-use must already be 100% there.

Long-term goals need to focus on meaning, not short-term pleasure.

Mixed methods of research and continuous feedback need to be

integrated into not only your process, but within your organizational culture.

BEYOND USABLE

Monday, September 30, 13

Remember: People don’t advance as quickly as

technology.

BEYOND USABLE

Monday, September 30, 13

BEYOND USABLE

Monday, September 30, 13

A FINAL THOUGHT

Monday, September 30, 13

Ethos, or the ethical appeal, means to convince an audience of the author’s credibility or character.

Pathos, or the emotional appeal, means to persuade an audience by appealing to their emotions.

Logos, or the appeal to logic, means to convince an audience by use of logic or reason.

www.phlegyas.com aristotle circa

Monday, September 30, 13

Monday, September 30, 13

kelly@gotomedia.comtwitter/skype; go2girl (disclaimer: I don’t tweet often]

Monday, September 30, 13