Emotional Design
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Emotional Design






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Emotional Design Emotional Design Presentation Transcript

  • Emotional DesignHow to create & encourage emotional connections using design A talk by: Christina A. Brodbeck, Co-Founder of theicebreak, an app for couples. @jellyfishbloom
  • First, A Little Story to Start Things Off So, the other day I was in Starbucks and this woman’s cell phone started to ring and play a very loud ring tone… ♪♫♬♩♪♭♮♫
  • And the ring tone was Celine Dion It was “My Heart Will Go Own” from Titanic (yes, really) Some people groaned Some people were visibly chuckling My friend said “Really, Celine Dion?” Some people (like me) were reminded of happy memories (it so happens my first ever “real date” was watching Titanic)
  • Your product is a Celine Dion ring tone Everyone who interacts with it has some sort of an emotional reaction to it
  • Part I: How to create theemotional response you want
  • Emotional Design is not a new idea It’s just that traditionally we cared more about “does it work” than “does it connect.” But you need to care about both. In 2005 Donald Norman wrote a book called “Emotional Design” and he talked about a theory….that all good designs appeal to users on 3 levels: visceral, behavioral, and reflective You need to think about all 3 levels!
  • Visceral: Your gut reaction Not based on reason Influenced by: texture, sound, look-and-feel
  • Behavioral: How you interact with it For example -- Is it usable? Influenced by: effectiveness, how it functions
  • Reflective: What it means to you For example – Does it trigger memories? Influenced by: self image, nostalgia
  • Since we’re in Chicago…Take a minute…and think of one of yourfavorite “Chicago” brands or products
  • For me: Vienna Beef Hot Dogs I’m from Chicago, and live in California. I miss them. Really hard to get in San Francisco. Reflective: Brings back great memories of high school. Visceral: The texture. Harder casing than most hog dogs. Behavioral: Very effective. Fills me up & tasty.
  • How to Step 1: Personify Your Design & Brand Try this personification exercise. Answer these questions and collage it: …Your product walks into a bar Q. Are they male or female? What age are they? Q. What are they wearing? What shoes, pants, dress? Q. What’s their pickup line to “close” or “sell” someone? Q. 3 words that someone at the bar would use to describe them? This exercise establishes what emotions you want your product to evoke.
  • How to Step 2: Figure Out Your CoreDemographic & Design for Them Like Celine Dion, your product isn’t going to appeal to everyone, but find out who it does appeal to. Does your design & brand resonate with them? Test it with various groups of people. If not, who does it resonate with? You need to be willing to change your assumptions.
  • Real World Example: theicebreak In our initial closed beta of 80 people we found that theicebreak was resonating most with non-techies and non-early adopters. It was appealing to people with more traditional values. So we decided to design for them.Success: Today 81% of our users are from outside of CA and NY…places where generally people are more traditional.
  • Color Choice Pick a palette that appeals to your demographic and their geographic location Red: love, anger, passion, emergency, importance Orange: happiness, joy, youth, warning Yellow: optimisim, intelligence, positivity Green: money, sterile, safety, harmony Blue: peace, calm, trust, dependability, cold, aloof Purple: creativity, luxury, sophistication, seriousness Black: elegance, professionalism, sadness White: Cleanliness, dependability, trust, innocence
  • Tone & Language Language: You want to talk with your users not to you users Conversational speech makes users feel relaxed, at ease, and natural Small doses of humor makes people feel comfortable (like Freddie the Mailchimp mascot)
  • Design a Personal Relationship with Your Users Give it a personal touch Sign outgoing emails from the founder, ceo, or team (example: Pinterest) Highlight your team and their personalities as features on your blog, site, or app Highlight and feature users on your blog, site, or app
  • Turn Negative Experiences Into Positive Ones Intercept what could be perceived as bad and spin it as good Example: Hootsuite. When not updating/syncing Hootsuite shows their mascot owl being asleep. Instead of wondering why it’s not updating, users are given information and an action they can take via a cute owl
  • Tell a Relatable Story, Not Just the Facts Package facts and data so the user gets a result they can relate to instead of just a bunch of random information Tell them what the data means, and how it applies to their lives Examples: Weight loss sites. (Instead of just showing them a chart with the pounds lost, tell them “Congrats! You’ve lost 30 pounds. Just 10 more to go”)
  • Make it Familiar Use familiar icons and terms people already have a connection with Example: iPhone phone icon Makes people feel comfortable, relaxed, and brings back memories
  • Use “Aspirational” Photographs Sell users their dream. Use photos to spark emotions of what they aspire to want or be, but don’t have The fashion industry knows this well. Example: Vayable – travel site Large photo on the front page of a travel experience you would love to go on someday
  • Part II: How to design productswhere users tell you how they feelYour product = user’s emotions.(Difference – Part I: You tell themhow to feel. Part II: They tell youhow they feel)
  • We’ve Moved into The Emotional Web Trend: The Internet has moved beyond tools for functional need, and instead into tools for self-actualization and esteem Maslow’s Hierarchy of Needs Facebook Linkedin Amazon
  • Give Users Tools to Be Creative Let users show you how they feel through creation and curation This gives you insight into their emotions Examples: Instagram (filters), Viddy (music, filters), Stupeflix (editing tools), Pinterest (Curation)
  • Use Time-Relevant Prompts This way you can find out how someone is feeling at a precise moment, which generates more data for you. Examples: Karma – smart days, Facebook – friend got married say congratulations, just-in-time feedback popups
  • Use Minimal UI Make the UI more about the user than the product. Your UI should fade into the background. Let the user stand out. This way you find out what’s important to them and how they feel about things, by what the user showcases. Examples: Evernote Clearly – what they highlight, Pinterest – what’s on their board
  • Make them Feel Safe & Secure In safe spaces, people give more freely of their emotions. Then they will tell you how they feel. Example: theicebreak (intimate data = anonymous identities, which encourage honest answers)Success: 74% of users say theicebreak has helped their relationship. Overall happiness of our users has increased by 10%