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Emotion Driven Design

Are we getting the intended emotional response we set out to achieve? In this seminar, we explore the powerful effects of emotion-driven design on human behavior.

Our decisions are based off of 10% logic and 90% emotion. Reversal Theory helps us understand how we constantly change from being «goal focused» to «explorative» and how we need to design for both of these states of mind.

Through methods and examples, we gain a greater understanding for how we create engaging experiences and long term commitments by focusing on emotional design.

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Emotion Driven Design

  1. 1. Emotion driven design Lillian Ayla Ersoy @lillaylaux
  2. 2. For every design action, there is an emotional reaction.
  3. 3. ½
  4. 4. What is emotional design?
  5. 5. Emotional design revolves around our needs as humans to bond and create a connection between man and machine.
  6. 6. When you have two similar coffee products, emotional design is what makes you makes you choose one over the other.
  7. 7. ”Designing an interface to be usable is like a chef creating edible food.” Aaron Walters, Design for emotion
  8. 8. “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
  11. 11. ¨ Attractive things work better ¨ - Don Norman
  12. 12. APPEARANCE The Visceral Level Initial impact, touch and feel Gets us excited and curious
  13. 13. USABILITY The Behavioral Level How things work with relevant " functions that fulfills needs
  14. 14. IMPACT The Reflective Level (Long term) Personal satisfaction, self image. Meaning of a product and whether its worth remembering
  15. 15. Appearance Usability Impact The Visceral Level The Behavioral Level The Reflective Level EMOTIONAL GOALS
  16. 16. Our designs should be: APPEALING Grab attention PLEASURABLE Have fun MEMORABLE Build a relationship EFFECTIVE Guide the user The Emotional Design Scale
  17. 17. Design I I Emotion Motivation
  18. 18. What causes us to go from a passive ¨browsing¨ state to an active ¨doing¨state?
  19. 19. The protective frame
  20. 20. The protective frame = Lets us focus on the object without distractions
  21. 21. Motivation Book:This is service design thinking
  22. 22. Making the functional emotional
  23. 23. This carafe is not just a carafe. Meet BOO
  24. 24. Great design awakens the senses and takes the experience to the next level, beyond the unexpected.
  25. 25. So how can we apply this to our projects?
  26. 26. A sense of belonging
  27. 27. Stimulating visualization
  28. 28. Dare to stand out from the crowd
  29. 29. Are these two different brands?
  30. 30. Know your audience
  31. 31. Reflective and social
  32. 32. Seduction
  33. 33. Gamification
  34. 34. Do you see the difference?
  35. 35. Engaging and relevant
  36. 36. Exciting
  37. 37. Attention to detail
  38. 38. Human-like interactions
  39. 39. Jumping icons
  40. 40. Shaking icons
  41. 41. Embodiment – the 3 dots
  42. 42. Telling or guiding
  43. 43. Storytelling
  44. 44. Personality
  45. 45. When something goes wrong
  46. 46. “Emotional design is your insurance to maintain audience trust when things aren’t going your way” Aaron Walter, Design for emotion
  47. 47. So… how can we make this happen?
  48. 48. Emotional mapping Picture:Kissmetrics.com
  49. 49. Collaboration Foundation of good design
  50. 50. Dynamic journey mapping
  51. 51. Picture:Kissmetrics.com
  52. 52. Emotional design turns casual users into fanatics, ready to tell others about their positive experience. – Aarron Walter
  53. 53. Stop focusing on what the digital product is. Start focusing on the impact it leaves on the consumer.
  54. 54. Lillian Ayla Ersoy Tweets @ lillaylaux lillian.ersoy@bekk.no
  55. 55. 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. 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/