principles of emotional design - uxpa 2015
TRANSCRIPT
Principles of Emotional DesignGarron Engstrom @GarronEngstrom
Jake Maynard @MaynardJ20
Sr. Interaction Designers @Intuit
Mission:
To improve our customers’ financial lives so
profoundly…they can’t imagine going back to
the old way
Brief history of design at Intuit1
2
3
Principles of emotional design
Future of emotional design
1993
TurboTax simplified tax prep
1993
A turning point
2007
“We realized that we were no longer as proud
of the experiences we were creating — that in
many cases we were no longer any better
than our competitors.”
Kaaren Hanson Former VP of Design @Intuit
“Intuit is the most well run, no
growth company in the Valley.”
Anonymous ???
“Design for Delight is our #1
weapon in attaining growth,
and there is no #2.”
Scott Cook Founder of Intuit
What problems we solve:
How we solve them:
How we go from usability to delight:
“Usable = Edible”Aarron Walter
Director of Design @Mailchimp
XD Forum Internal Design Conference
2014
“Intuit is a design-driven
company and we strive to get
better every day.”
Brad Smith Intuit CEO
Brief history of design at Intuit1
2
3
Principles of emotional design
Future of emotional design
Identify “own-able moments”
1
Own-able Moment (noun):
A moment in a product experience
when the customer is experiencing a
change or escalation of emotion.
Are “easter eggs” delightful?
Maybe…but they’re not own-able moments.
Uber own-able moment:
Payment (or lack of it)
Lean into the emotion
2
Emotional Design
=
Positive Emotion
Convey emotion visually
3
Levels of Perception
Visceral: appearance
Behavioral: how it works, how it feels
Reflective: interpretation and understanding
1
2
3
“Appearance can greatly influence
perceptions, and we carry that mental
model with us when sizing up a website”
Aarron Walter Director of Design @Mailchimp
“…immediately boosting
sales by 24% and driving
Apple to its first
profitable quarter in two
years.”
“…from geeky to pop…”
“For the first time ever,
the color of a computer
became an outlet for
self-expression”
www.fastcodesign.com
Visceral Design: iMac G3
“In ’67, the year of the
Summer of Love…The unique
and unconventional form of
the Bug perfectly matched
the new revolution.”
www.thebeetle.com
“It has a certain personality
to it, an endearing quality.”
www.theblaze.com
Source: http://goo.gl/G9pNoj
Visceral Design:
VW Beetle
TurboTax own-able moment:
Transmitting your taxes
From To
Social media response to this redesigned own-able moment
Humanize the technology
4
Source: http://goo.gl/Cxc5Zf
Eight Hundred smart, diverse and empathetic people
“I finally got around to doing taxes
yesterday. After our information was
transferred from last years return, it
asked if either of us had passed away. I
entered the information that [husband]
died on June 15, and a screen came up
that said “we’re sorry for your loss.” I sat
there and stared at it, crying, for a few
minutes. It was so cathartic! Please pass
on to the team how much that one little
sentence meant to me. Whoever
thought that up must be a very caring
person.”
Yes No
Yes NoYes No
Yes No
Credible Emotional
Conversational
UnprofessionalTransactional
Taxy
TurboTax
Voice & Tone
Credible v. Unprofessional
Emotional v. Transactional
Friendly v. Cold
Simple v. Complex
Transparent v. Vague
Warm v. Indifferent
Serious v. Light-hearted
Humble v. Extroverted
Scientific v. Subjective
Playful v. Apathetic
Inspiring v. Modest
Proactive v. Uneager
Economical v. Irrational
Reliable v. Unsteady
…
Voice & Tone Attributes
Brief history of design at Intuit1
2
3
Principles of emotional design
Future of emotional design
Emotional design will become more
about knowing, not assuming, the
emotional state of the user.
Emotional design will become more
about knowing, not assuming, the
emotional state of the user.
By using:
Facial recognition
Multi-sensor inputs
Biometrics
Using facial recognition
YouTube Video: https://goo.gl/EldoBj
Using multi-sensor inputs
Microsoft US Patent #: US 20100179759 A1
Source: http://goo.gl/Ty4ynb
Using biometrics
Source: http://www.mirror.co.uk/news/technology-science/technology/cant-wait-apple-watch-here-4352128Source: http://goo.gl/nJE20y
Identify own-able moments
Lean into the emotion
Convey emotion visually
Humanize the technology
1
2
3
4
Principles of Emotional Design
Thank you. @GarronEngstrom
@MaynardJ20
Collaborators and Shoutouts:
Ivy Tsai
Heather Daggett
Meghan Cartlidge
Thai Dang
Ria Hagan
John Caldwell
Andy Roe
& the rest of the TurboTax Team
The Harvard Business Review - Innovation Catalysts
Bloomberg Businessweek - Interview with Brad Smith and Kaaren Hanson
UX Magazine - Stop Sprinkling Emotion, Start Creating Magic and Meaning
Khan Academy - Interview with Scott Cook
Designing for Emotion - Aarron Walter
Emotional Design - Don Norman
Resources