Emotional Design Presentation @ Design by Fire Café, Utrecht (English translation)

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This story about emotional design was told by our designer Flin Nortier at the event Design by Fire Café in Utrecht, Jan 20th 2014.

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Emotional Design Presentation @ Design by Fire Café, Utrecht (English translation)

  1. 1. Emotional design Design for emotions in the end user Flin Nortier
  2. 2. We, as interaction designers, are the future of expressivity of organisations. This will be more and more digital.
  3. 3. Interaction design
  4. 4. Interaction design Concept image: Koos Looijesteijn
  5. 5. Interaction design Wireframes Concept image: Koos Looijesteijn
  6. 6. Interaction design Wireframes Graphic design + copywriting
  7. 7. Interaction design Graphic design + copywriting Programming
  8. 8. Interaction design design decisions Concept Wireframes Graphic design + copy writing Programming
  9. 9. The blind spot • From function to experience Fulfilling functional needs Fulfilling emotional needs
  10. 10. Functional needs End users: • „I need a way to record audio” • „I need to buy this product” • „I need an overview of the creative industry in Amsterdam”
  11. 11. Emotional needs End users: • „I need to feel safe” • „I want to feel loved” • „I want to feel like a rich person”
  12. 12. Emotional needs • Basic human needs are pretty easy to predict But emotions can be tricky: • Emotions are often complex and layered! „Sad & hopeful”/„happy & surprised”/„grief & joy” • They can be hidden or latent
  13. 13. Source: Plutchik, R. (2003)
  14. 14. Emotional design examples Flitsmeister
  15. 15. Emotional design examples or? Thriffty Uber
  16. 16. Experience design what is it? Jared Spool says: Aspired experience Current experience
  17. 17. Experience design why (financially)? Pine & Gilmore say:
  18. 18. Experience design how? image: customerexperienceplanning.com
  19. 19. Missing step in the design process: the message 1. MOMENT 2. UNIVERSAL MESSAGE 3. DESIGN SOLUTION TIME Model created by: Flin Nortier & Marco van Hout
  20. 20. Experience design improved design process 1. MOMENT 2. UNIVERSAL MESSAGE 3. DESIGN SOLUTION TIME image: customerexperienceplanning.com
  21. 21. Emotional design meeting the needs 1. Moment: customer is awaiting delivery of mobile phone Details
 Customer is anticipative/enthusiastic about the product
 Need: „I’m anxious to get hands-on” Time until delivery is +- 2 weeks
 Need: „I’m impatient” image: customerexperienceplanning.com
  22. 22. Emotional design meeting the needs 1 Moment: Customer is awaiting delivery of mobile phone 2. Response (universal message): 
 attend: „have an appetizer”
 confirm: „it’s underway” 3. Design solutions:
 Send a confirmation / status update e-mail, show package status when customer logs in. Offer access to free sms service, premium content, online interactive demo of mobile phone.
  23. 23. Customer Journey image: customerexperienceplanning.com
  24. 24. Customer Journey l needs motiona E change image: customerexperienceplanning.com
  25. 25. Emotional design meeting the needs 1. Moment: customer lost her mobile phone 2. Response: „we’re sorry for your loss”
 „how can we help?”
 „here’s a special offer for a replacement” 3. Design solutions:
 Send a heart warming e-mail/give a call and offer options to help out. ! image: customerexperienceplanning.com
  26. 26. Emotional Design Model 1. MOMENT 2. UNIVERSAL MESSAGE 3. DESIGN SOLUTION TIME Model created by: Flin Nortier & Marco van Hout
  27. 27. Emotional Design Model before 1. Moment! 
 describe the moment! 2. Design solutions
 convert your responses to concrete design solutions
  28. 28. Emotional Design Model after 1. Moment! 
 describe the moment 2. Response: Universal message
 consult your own intuitive emotional response! 3. Design solutions
 convert your responses to concrete design solutions 1. MOMENT 2. UNIVERSAL MESSAGE 3. DESIGN SOLUTION TIME
  29. 29. Emotional Design Model Message 1 Message 2 Message 3 2. Universal message
 1. Moment 3. Design solution 1. MOMENT 2. UNIVERSAL MESSAGE 3. DESIGN SOLUTION TIME
  30. 30. How? 1. Pick a moment in the customer journey 2. Explore this moment carefully! • via market-/usability research, role play, … 3. Formulate a universal message! • Look at your own intuitive emotional reaction! • Then discuss the universal message and refine for brand/ organisational values with the client.! 4. Create design solutions
  31. 31. Flin Nortier flin@sodastudio.nl www.sodastudio.nl
  32. 32. Click to feel

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