The importance of emotional design - Digital Shoreditch 2013

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Jon Dodd, CEO of Bunnyfoot delivered a talk about the importance of emotion in creating engaging and persuasive designs that deliver superior user experiences. With a focus on considering emotional responses in customers during design phase, his presentation covered a brief introduction to user centred design including the theories and methods of producing emotive designs, how this sits within a wider framework of persuasion centred design, and the potential ways of observing and measuring emotional engagement to optimise the success of digital campaigns.

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The importance of emotional design - Digital Shoreditch 2013

  1. 1. ON THE IMPORTANCE OF EMOTIONAL DESIGNJON DODDCEO and Co-Founder
  2. 2. 2WHERE I CAME FROM...Escaped from academic neuroscience Face perception Attractiveness Shampoo bottles Car shapes Trust... Decisions
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  4. 4. 4ESCAPED...Started user (customer) experienceconsultancy Bunnyfoot in 1999In fact this is a lie... We were a usability and accessibility consultancy Then a user centred design consultancy Then a UX consultancy Now a joined up customer experience consultancy
  5. 5. Hopefully throwing some light onhow we get it to do what we wantYour customerToday we are going to be lookinginside this a bit
  6. 6. Most of us humans arrogantlysuppose decisions are rationaland consciousThe cortex (and someother parts) is whereconscious thought isthought to occur
  7. 7. But most of our behaviourincluding ‘complex’ behaviour isnon-conscious (sub-conscious)The ‘older’ parts ofthe brain – the brainstem and mid-brainwork ceaselessly toregulate us andcontrol us
  8. 8. 8WHO IS REALLY IN CONTROL HERE?ConsciousNon-consciousIn design we need to understandand design for both
  9. 9. 9THE BUNNYFOOT HIERARCHY OF CUSTOMER ACTION (HCA)IT’S A USEFUL WAY OF FRAMING SOME OF WHAT WE WILL COVER
  10. 10. 10CREATING PROFITABLE CUSTOMER EXPERIENCE WITH HCAEmotional affect principles (e.g. Norman, Kano)Intrinsic motivation, avoiding visceral -ves, causing arousal, fun, surprise...Research/testbehavioural responsesApplythe rulese.g. MVT, analytics, User test(usability, eyetracking, emotion...)Design principles (e.g. Norman)Usability principles (e.g. Schiederman, Nielsen, Molich )Principles of perception (visual, auditory…)Attractive product/price/serviceAttractive tools and servicesMarket researchImprove(& repeat)BUILD IN PERSUASION & EMOTION WITH THE SAME UCD METHODS & ETHOS THATARE USED TO DELIVER USABLE DESIGN OF DESIRABLE PRODUCTS & SERVICESPersuasion and Trust principles from the fields ofbehavioural economics and sociology (e.g. Cialdini, Fogg)
  11. 11. 11LOVES TO DOEMOTION, AROUSAL, ATTENTION
  12. 12. 12IT’S A BIT MORE THAN THIS
  13. 13. 13EMOTION IS IMPORTANTPeople forget what you say,but they remember how you madethem feel”“
  14. 14. 14EMOTION IS IMPORTANT“Emotional campaigns aremore than twice as effectiveLes Binet
  15. 15. 15EMOTION IS UNIVERSALThe best and most beautiful things in theworld cannot be seen or even touched.They must be felt with the heart.Helen Keller“
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  17. 17. 17EMOTION IS UNIVERSAL
  18. 18. 18THE AESTHETIC-USABILITY EFFECT, AND SO MUCH MORE“Attractive things make people feel good,which in turn makes them think morecreatively……making it easier for people to find solutionsto the problems they encounter.Don Norman
  19. 19. 20EXERCISEThink back to the first time you saw and used an iPhoneThink about where you were who showed you what you did what you thought what you felt
  20. 20. 21NORMAN’S 3 CHARACTERISTICS OF DESIGN TO OBSERVEVisceral Behavioural ReflectiveEmotional Design: Why We Love (or Hate) Everyday Things,Donald Norman, Basic Books, 2005Initial impact orappearanceHow it feels to use What it make you thinkabout+ others think - of you
  21. 21. 22THERE ARE LOTS OF OTHER SOURCES AND THEORIESKanoMaslow Fogg
  22. 22. 23BUT HOW CAN YOU ASSESS IT? OR MEASURE IT?Subjective ObjectiveVerbal reportQuestionnairesPic from emotionalpictures (faces)ECG? fMRI etc…Big white coat effect + notpracticalPupil dilation(via eyetracking)Doesn’t work well –methodological issuesFacial behavioural responseThere could be somethingin this…Fundamentalproblems because ofself reportbut can be usefulIn the end it’s a mix of methods that works
  23. 23. 24FACIAL BEHAVIORAL RESPONSEBase emotions Cognition ‘Emognition’ Fear Happiness Sadness Anger Disgust Confusion Concentration Doubt Intrigue Consideration Amusement Surprise Guilt Empathy Anxiety Frustration EmbarrassmentCODES FOR 17 STATES
  24. 24. 25Eyes and eyelids (such asblinking or tightening)Facial muscle contractionsHOW WE CODE FOR FBRWrinkles that appear ordisappearLocation and shape ofeyebrowsWhite exposed in eyes andpupil placement /dilationChanges in the chinNostrils (such as flaring)Cheeks twitchingLip movements
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  38. 38. 39@jonbunnyfootjon@bunnyfoot.com0845 644 0650THANKS

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