Emotional Design, as defined by Aaron Walter, is the use of psychology and craftsmanship to create an experience for users that makes them feel like there’s a person, not a machine, at the other end of the connection. Sandra Gonzalez founder of UX & RP, delivers a thought provoking presentation where she scratches the surface on the origins as well as principles and strategies for implementing Emotional Design. During the presentation, which she based on Aaron Walter’s book, Designing for Emotion, she showcases industry leading websites which have implemented some of the strategies such surprise and anticipation to bring this principles to life. She wraps up this session going over some transactional websites that have successfully, embed emotional design to communicate with its users.

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@UXforChangeUK #UX4G
How to Embed Emotional Design
into a Transactional Website
Sandra Gonzalez
UX & RP

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Revolution Something Lost and
Something Found
Designing
for Emotion
By Aarron Walter
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Revolution Something Lost and
Something Found
“As the machine found its place in our world, the
human hand’s presence in everyday objects
slowly faded. “
Aaron Walter
Designing for Emotion by Aarron Walter

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Revolution Something Lost and
Something Found
“We could reduce our industry to a commodities
race, like those who manufactured the industrial
revolution.“
Aaron Walter
Designing for Emotion by Aarron Walter

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Revolution Something Lost and
Something Found
“Or we could follow a different path, one paved
by the artists, designers, and architects of the
Arts and Crafts movement, who believed that
preserving the human touch and showing
ourselves in our work isn’t optional. It’s
essential. “
Aaron Walter
Designing for Emotion by Aarron Walter

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What is Emotional Design?
“Emotional design…uses psychology and
craftsmanship to create an experience for users
that makes them feel like there’s a person, not a
machine, at the other end of the connection. “
Aaron Walter
Designing for Emotion by Aarron Walter

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What is the fastest growing
language in the UK?

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Emoji is the fastest growing language
Study done by Professor Vyv Evans, from Bangor University

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Human Needs
“No matter our age,
gender, race, or
station in life, we all
have basic needs
that must be met.“
Abraham Maslow
Designing for Emotion by Aarron Walter

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Users Needs
“What if we
translated Maslow’s
model of human
needs into the needs
of our users? It
might look
something like this.“
Aaron Walter
Designing for Emotion by Aarron Walter

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by Aaron Walter
Designing for Emotion by Aarron Walter

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Pleasurable Experiences
“Why do we settle for usable when we can make
interfaces both usable and pleasurable?“
Aaron Walter
Designing for Emotion by Aarron Walter

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THREE PRINCIPLES OF
EMOTIONAL DESIGN

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LET YOUR BRAND PERSONALITY SHOW
Principle #1

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Let Your Brand Personality Show
“Emotional design turns casual users into
fanatics ready to tell others about their positive
experience.“
Aaron Walter
Designing for Emotion by Aarron Walter

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BABY-FACE BIAS
Principle #2

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“Evolution has given us
baby goggles that help us
look past such shortcomings
and trigger waves of
positive emotions when we
see a little one’s face. “
Aaron Walter
Jeff Atwood
Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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THE WORLD IS OUR MIRROR
Principle #3

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Have anyone seen Donald in
Mathmagic Land?
https://youtu.be/AJgkaU08VvY?t=7m

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Designing for Emotion by Aarron Walter

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PERSONALITY
Chapter
available on
A List Apart
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http://alistapart.com/article
/personality-in-design

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PERSONALITY
“Emotional design’s primary goal is to facilitate
human-to-human communication. “
Aaron Walter
Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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STRATEGIES FOR IMPLEMENTING
EMOTIONAL DESIGN

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SURPRISE
STRATEGY #1

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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ATICIPATION
STRATEGY #2

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PRIME
STRATEGY #3

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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IS BETTER TO ASK FORGIVENESS…

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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HOW TO EMBED EMOTIONAL DESIGN
INTO A TRANSACTIONAL WEBSITE?

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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Designing for Emotion by Aarron Walter

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Thanks for your
time 
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