beyond usable | mapping emotion to experience
TRANSCRIPT
Kelly Goto@go2girl
MAPPING EMOTION TO EXPERIENCEBEYOND USABLE
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YOYU
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flickr user niznozMonday, September 30, 13
flickr user niznozMonday, September 30, 13
https://www.mylookout.com/resources/reports/mobile-mindset
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https://www.mylookout.com/resources/reports/mobile-mindset
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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,
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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
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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
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zabisco.com
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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
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Credit: AP Photo/Paul Sakuma
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MINDLESS to MEANINGFUL
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MINDLESS
PLEASURE
STIMULATION
ZERO OUTPUTMonday, September 30, 13
MEANINGFUL
INTEGRATED
HABITUAL
LIFESTYLE INTEGRATION
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AUTOMATIC inter-conscious
easily retrievable; semi-aware;
MEANINGFUL
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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
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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
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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
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感性工学emotional usability
sensory engineering
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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
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from: Engineering Emotional Values in Product Design by Simon Schütte
Kansei
Emotions Words
Behaviorand
Attitudes
KANSEI EXPERIENCE
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from: Engineering Emotional Values in Product Design by Simon Schütte
SENSORY
INPUT
Mapping Building Trigger
Kansei
AffectionFeelingEmotion
Chisei
LogicsRecognition
Understanding
EMOTIONAL
LOGICAL
KANSEI EXPERIENCE
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kansei words
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Monday, September 30, 13
WHY-FINDING
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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
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VIAMEANING
ASPIRATIONCONNECTIONIDENTITYTRUSTEASE-OF-USE
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MEETS MY NEEDS
IT WORKS
EMOTIONAL
RATIONAL
I LOVE ITAWARE
(explicit)UNAWARE(implicit)
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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
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style
AWARE(explicit)
UNAWARE(implicit)
EMOTIONAL
RATIONAL
simple
MEETS MY NEEDS
ASPIRATION
EASE-OF-USE
IDENTITY
CONNECTION
TRUST
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INPUT EXPERIENCE OUTPUT
PsychologicalSensoryMemory
Contextual
AspirationConnection
IdentityTrust
Ease-of-use
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INPUT EXPERIENCE OUTPUT
PsychologicalSensorial
MemoryContextual
AspirationConnection
IdentityTrust
Ease-of-use
=Nostalgia
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www.nest.com
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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.”
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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.”
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8AM 10AM 12AM 2PM 4PM 6PM 8PM
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device place task
noise time limitations
state / stage result feeling
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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?
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dscout.com
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dscout.com
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PRODUCT MENTALITYPRODUCT MINDSET
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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
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KinectNov 2010
Leap MotionJuly 2013
MYOEarly 2014
WiiSept 2005
PRODUCT-FOCUS
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(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
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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
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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
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Remember: People don’t advance as quickly as
technology.
BEYOND USABLE
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BEYOND USABLE
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A FINAL THOUGHT
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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
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Monday, September 30, 13
[email protected]/skype; go2girl (disclaimer: I don’t tweet often]
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