Festival of marketing, 2017

1. Designing for emotion:
Enhancing user experiences with
personalisation
by Rob Edwards
4th October 2017

2. Designing for emotion:
Enhancing user experiences with personalisation
Hello

3. Designing for emotion:
Enhancing user experiences with personalisation
Emotional design and its value
The competitive edge
Enhancing emotion with personalisation
Creating personalised experiences
Personalisation in product

4. • Content marketing
• Fundraising page acquisition campaigns
• CRM journeys
• Bespoke, branded campaigns
Marketing and me

5. Acquisition Conversion Activation Page Value
Key levers

6. Human-centred design
A creative approach to
problem solving, defined by
IDEO as:
A process that starts with
the people you're designing
for and ends with new
solutions that are tailor made
to suit their needs.

7. “As a crowdfunder, I want to be able to
post interesting updates in order to
encourage friends to donate to my page”
Problem statement

8. Designing for emotion:
Enhancing user experiences with personalisation
Emotional design and its value

9. “The emotional side of
design may be more
critical to a product’s
success than it’s
practical elements”
Don Norman,
Emotional Design: Why we love
(or hate) everyday things

10. Emotion vs Cognition
“Emotions stimulate the limbic
part of the brain 3,000 times
faster than the neo-cortex, the
rational part of our brain.”
Stu Schlackman
Image credit: Forbes magazine

11. Levels of experience
In Emotion Design, Norman
explores the idea that our
brains process our experience
of a product on three levels.
“Gut instinct” (good or bad)
with no conscious thought
VISCERAL
BEHAVIOURAL
REFLECTIVE
How the product makes us
feel while we’re using it
Meaning we put on product and
connection to self-image
Cognitive
Reactive
Conscious
thought

12. Hierarchy of user needs
Aaron Walter adapted
Maslow’s hierarchy of
needs to create the
hierarchy of user needs.
Source: Aaron Walter,
Designing for Emotion
SURVIVAL
SAFETY
LOVE/BELONGING
ESTEEM
SELF-
ACTUALISATION
Emotional
Design
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

13. Designing for emotion:
Enhancing user experiences with personalisation
The competitive edge

14. Emotional design alone
doesn't make a product
great, but it has the power
to inspire strong feelings.
When products have
similar functionality, how
they make you feel is
the difference.

15. Emotions influence our perception,
decision making and even memory.
The more emotional an experience, the
better we remember it.

16. Emotional design has been an important growth hacking tool for
digital brands such as Mailchimp, Monzo and Slack

17. Emotional techniques:
• Contrast and Delight
• Personality and Humour
• Surprise and Reward

18. Designing for emotion:
Enhancing user experiences with personalisation
Enhancing emotional engagement
with personalisation

19. Emotional
Design
Personalisation
THE SWEET
SPOT

20. Consumers place more value
on personalised experiences
and products.
Share a coke
Sales volume +11%
Revenue +11%
Market share +1.6%
Image credit: Level Marketing

21. Personalisation
doesn’t have to be
complicated.

22. The Finish Line
Audience: Runners and their supporters
Timing: Post London Marathon
Goals: Views, Shares and Page value
Results: 172,000 views, £24k raised, 10,000 visits
back to JustGiving fundraising pages
A personalised, animated scrolling
experience to celebrate the impact of
charity fundraisers for London
marathon 2016.

24. Year in Review
Audience: Fundraisers and supporters
Timing: New Year 2017
Goals: Sharing and Page creation
Results: 376,000 views (70% of views came
from social posts), 10k shares, 60k raised
Personalised summary of 2016
activity on JustGiving platform,
highlighting both individual and
collective impact.

25. Cheer Squad
Audience: Friends of marathon runners
Timing: 2 weeks before Great North Run
Goals: GIFs generated, Shares and Page value
Results: 70% of landing page views converted
to shared GIFs
We created a themed GIF generator to
allow supporters to give their
fundraiser a big cheer on social.

26. Vests of the Best
Audience: Runners and their supporters
Timing: Post London Marathon 2017
Goals: Sharing and Page value
Results: 70k raised within 24hrs from associated
fundraising pages
Celebrating marathon fundraisers
with personalised digital running
vests - Symbolic of commitment to
event and fundraising effort.

27. Designing for emotion:
Enhancing user experiences with personalisation

28. Designing for emotion:
Enhancing user experiences with personalisation
Creating personalised experiences

29. 1. Understand the user
Try creating an Empathy map.
It’s a collaborative tool help everyone
get to understand the user you are
designing for.
Image credit: Anthony Hall, Arc Touch

30. 2. Timing and context
Journey mapping - How is the
user feeling and what are their
motivations at this time?
Look for clues in current
behaviours both on and off your
platform e.g. GA, Social media

31. Magic moments
• Committing to the event
• First donation
• Hitting target or milestone
• Pre event anticipation
• Post race glow

32. 3. Bringing data to life
• Create an Atomised list
• Highlight most compelling
• Build context and narrative
around data
Be creative and sensitive with
personalised data within limitations
of timing and content.

33. Designing for emotion:
Enhancing user experiences with personalisation
Personalisation in product:
Letting users tell their own story

34. Storytelling
Creative storytelling tools allow users to create points of
punctation in the narrative they share with supporters.
Start
Establish
routine
Rising
action
Climax
Falling
action
Denouement

35. The Hook Canvas
1. What internal trigger are
you addressing?
2. What’s the external trigger?
5. What “bit of work” is done to
increase likelihood of returning?
3. What’s the simplest action
in anticipation of reward?
4. Is the reward fulfilling, yet
leaves the user wanting more?
Source: The Hook Model by Nir Eyal

36. Fogg Behavioural Model
User’s level of motivation
and ability determines if
action will occur or not.
Source: Dr. BJ Fogg,
Stanford University
MOTIVATION
ABILITY
Trigger
Fails
Trigger
Succeeds

41. Designing for emotion:
Enhancing user experiences with personalisation
Thank you.
Questions?

42. Designing for emotion:
Enhancing user experiences with personalisation
References and links

43. Designing for emotion:
Enhancing user experiences with personalisation
Don Norman, Emotional Design
https://www.nngroup.com/videos/emotional-design/
Aaron Walter, Designing for Emotion
https://abookapart.com/products/designing-for-emotion
Hooked, Nir Eyal
https://www.nirandfar.com/hooked
Article: A practical guide to empathy mapping
https://www.uxpin.com/studio/blog/the-practical-guide-to-empathy-maps-
creating-a-10-minute-persona/