(Oct 2009) Emotions and Design, a Mobile UI Designer's Perspective

Emotions in UX Design… a mobile UI designer’s perspective
Mobile Monday Chicago. Oct 2009

Can you imagine…

BMW only sells you cars?

Coke just talks about their fizzy citrus drinks?

What if Diesel just promotes comfort & styles of their jeans?

All these products have several things in common.

Why get so emotional?Why now?

Interaction design a profession is also changing

Customer loyalty has become very finicky

emotive Design

Ok then, how would one approach emotive design?

User’s alues

Context

Frameworks

Don Norman’s Framework
on Relationship between Information Processing and Design Goals
Reflective
Sensory
Input
Motor
Output
Behavioral
Visceral
Level of Information Processing

Ravi Chitturi’s Framework
on user’s trade-offs between Hedonistic and Utilitarian Benefits
Expectations Met
Expectations Met
Delight, Excitement*
Guilt, Anxiety
Expectations Un-met
Expectations Un-met
Confidence, Security
Anger, Disappointment*
Utilitarian Benefits: Functional & usable, keeps me out of trouble
Hedonic Benefits : Good looking, pleasant, helps me promote myself

Insights from the Two Frameworks
Like reliability, usability is important and expected.
Focus on meaningful of features that matching user value and aspirations.
Push beyond usability bring in sensorial qualities and character into interaction design.

Identifying User Value & Context of Problem

Approach with Empathy.
Don’t just ask. Watch.
Never, ever, outsource understanding.

Tools & Methods

People & Resources
Emotional Design – Don Norman
Making Meaning – Steve Diller, Nathan Shedroff, and Darrel Rhea
Design & Emotions Society
http://www.designandemotion.org/
Design & Emotions Conference 2010, Chicago
Ravi Chitturi
Department of Marketing, Lehigh University
Pieter Desmet: studiolab.io.tudelft.nl/desmet/
Dave Armano: http://darmano.typepad.com/logic_emotion/

About
Alfred Lui is a Sr. User Mobile Interaction Designer in Chicago, specialized in Social Media.
Alfred worked in Japan, Canada and United States. Led design workshops and talks in US, UK and Sweden.
He currently lives in Chicago, but dreams about retiring in Paris.
w: www.connection76.com
t: @connection76
e: alui@connection76.com