emotional design & human behavior

Emotional design and human behavior

Lillian Ayla Ersoy \\ @lillaylaux

For every design action, there is an emotional reaction.

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, it’s your emotions that chooses one over the other.

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

Why we love or hate everyday things, Donald Norman

The emotional side of design may be more critical to a product’s success than it’s practical elements. – Donald Norman

¨ Attractive things work better ¨ - Donald Norman

DESIGN HEIRARCHY OF HUMAN NEEDS

FUNCTIONAL

RELIABLE

USABLE

PROFICIENCY

CREATIVITY PLEASURABLE

Designed by Pascal Raabe with the help of City ID. http://w

ww.paznow.com

/ucd/

APPEARANCE The Visceral Level

Initial impact, touch and feel Gets us excited and curious

USABILITY The Behavioral Level

How things work with relevant "

functions that fulfills needs

IMPACT The Reflective Level (Long term)

Personal satisfaction, self image.

Is the product worth remembering

Our designs should be:

APPEALING Grab attention

PLEASURABLE Have fun

MEMORABLE Build a relationship

EFFECTIVE Guide the user

The Emotional Design Scale

“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

Plutchik’s Emotion Wheel

Emotional mapping Pic

ture

: Kissme

trics.c

om

Design I I Emotion Motivation

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

The protective frame

Cognitive synergies can produce alternative outcomes. Is the target group serious or playful?

The “protective frame” lets us focus on the object without distractions.

The “protective frame” helps us stay in the desired state of mind.

Motivation

Book: This is service design thinking

Making the functional emotional

This carafe is not just a carafe. Meet BOO

Good design solves a solution.

Emotional design awakens the senses, beyond the unexpected.

Tips on achieving emotional design

First impressions

Stimulating content

Seduction

Reward loyalty

Replace words with pictures

Emoticons, color & motion

Human-like gestures

Storytelling

Personality

Save the day when "things go wrong

Emotional design is your insurance to maintain audience trust when things aren’t going your way.


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


Stop focusing on what the service should do and start focusing on the impact it leaves on the consumer.

Thanks! @lillaylaux

slideshare.com/lillayla #emotionaldesign

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 websiteshttp://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/