1.
Emotion driven design
Lillian Ayla Ersoy @lillaylaux

2.
For every design action,
there is an emotional reaction.

3.
½

4.
What is emotional design?

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Emotional design revolves around our
needs as humans to bond and create a
connection between man and machine.

6.
When you have two similar coffee products,
emotional design is what makes you makes
you choose one over the other.

7.
”Designing an interface to be usable is
like a chef creating edible food.”
Aaron Walters, Design for emotion

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“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

9.
MASLOW’S HEIRARCHY – HUMAN NEEDS
PHYSIOLOGICAL
SAFETY
LOVE/ BELONGING
SELF-ESTEEM
SELF-
ACTUALIZATION

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DESIGN HEIRARCHY OF HUMAN NEEDS
FUNCTIONAL
RELIABLE
USABLE
PROFICIENCY
CREATIVITY
PLEASURABLE

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¨ Attractive things work better ¨
- Don Norman

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APPEARANCE
The Visceral Level
Initial impact, touch and feel
Gets us excited and curious

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USABILITY
The Behavioral Level
How things work with relevant "
functions that fulfills needs

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IMPACT
The Reflective Level (Long term)
Personal satisfaction, self image.
Meaning of a product and
whether its worth remembering

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Appearance Usability Impact
The Visceral Level The Behavioral Level The Reflective Level
EMOTIONAL GOALS

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Our designs should be:
APPEALING
Grab attention
PLEASURABLE
Have fun
MEMORABLE
Build a relationship
EFFECTIVE
Guide the user
The Emotional Design Scale

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Design I I Emotion
Motivation

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

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The protective frame

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The protective frame
= Lets us focus on the object without distractions

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Motivation
Book:This is service design thinking

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Making the functional emotional

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This carafe is not just a carafe.
Meet BOO

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Great design awakens the senses and
takes the experience to the next level,
beyond the unexpected.

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So how can we apply this to our projects?

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A sense of belonging

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Stimulating visualization

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Dare to stand out from the crowd

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Are these two different brands?

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Know your audience

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Reflective and social

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Seduction

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Gamification

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Do you see the difference?

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Engaging and relevant

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Exciting

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Attention to detail

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Human-like interactions

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Jumping icons

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Shaking icons

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Embodiment – the 3 dots

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Telling or guiding

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Storytelling

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Personality

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When something goes wrong

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“Emotional design is your insurance to maintain
audience trust when things aren’t going your way”
Aaron Walter, Design for emotion

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So… how can we make this happen?

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Emotional mapping
Picture:Kissmetrics.com

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Collaboration
Foundation of good design

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Dynamic journey mapping

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Picture:Kissmetrics.com

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

53.
Stop focusing on what the digital product is.
Start focusing on the impact it leaves on the consumer.

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Lillian Ayla Ersoy
Tweets @ lillaylaux
lillian.ersoy@bekk.no

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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 websites
http://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

56.
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/