emotional design presentation @ design by fire café, utrecht (english translation)
DESCRIPTION
This story about emotional design was told by our designer Flin Nortier at the event Design by Fire Café in Utrecht, Jan 20th 2014.TRANSCRIPT
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 [email protected] www.sodastudio.nl
Click to feel