Emotional Strategy for Balanced UX Design


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** Updated: 3/27/2014 - the content is mostly the same, simply reordered to improve the flow and the end has been changed to include what I feel is powerful and compelling example what happens when you begin your design with emotional outcomes in mind.

Emotions are arguably the most powerful of human motivators and yet most design projects lack an implicit strategy to use or target them as part of the overall experience design. A truly fulfilling experience is one that balances our logical and emotional needs and wants.

When an experience only satisfies the logical side of our mind we're often left with little feeling of connection to the experience. When an experience only speaks to our emotional side we're often left second guessing our choice because we can't rationally explain our choice to ourselves or others.

A balanced experience that satisfies both parts of our mind are the ones that create deep and lasting connections. These are the experiences that build loyalty with customers creating lasting relationships that survive even the worst of times.

In order to use emotions as both a targeted outcome for the experience and as a strategy to achieve that outcome we must first understand how have an experience. The 4 Stages of Accomplishing Goals provides this insight into HOW we experience everything. These 4 stages are the same for every person, they happen every time, and happen in the same order.

The 4 Stages of Accomplishing Goals also explains where, when and how emotions impact and influence our resulting experience. We'll learn not only how we experience everything but also WHY we choose to accomplish some goals and not others. Once we're clear on the 4 stages we can make emotions a strategic part of building a balanced user experience.

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  • If we’ll do more to avoid pain than to gain pleasure this should work every time. But it doesn’t. Why?
  • Emotional Strategy for Balanced UX Design

    1. 1. Emotional Strategy for Balanced UX Design Mike Donahue UX Architect - Citrix February 2014 @mdonahue37 | LinkedIn
    2. 2. (Logic & Language) (Senses &
    3. 3. Emotion only driven decisions often result in feelings of regret.
    4. 4. Logic only driven decisions often result in lack of connection.
    5. 5. Emotions Inevitable More Powerful Happen Faster Happen First Last Longer {
    6. 6. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
    7. 7. What is your strategy for targeting emotions?
    8. 8. Would you take off without a flight plan or compass?
    9. 9. The 4 Stages of Accomplishing Goals How we experience everything.
    10. 10. Every experience begins with a goal to be accomplished.
    11. 11. goal: the object of a person's ambition or effort; an aim or desired result.
    12. 12. Gordon RamseyGordon Ramsey
    13. 13. Stage 1: Awareness The moment we become aware of a goal to be accomplished.
    14. 14. Stage 2: Assessment Evaluate everything associated to accomplishing a goal.
    15. 15. Stage 3: Action The physical activities taken to accomplish a goal.
    16. 16. Stage 4: Association Define what accomplishing the goal means to us – our experience.
    17. 17. GordonGordon RamseyRamsey’s’s
    18. 18. Stage 1: Awareness Our experience begins the moment we become aware.
    19. 19. The moment we become aware logical and emotional expectations are set.
    20. 20. UX Responsibility Manage users expectations and emotions at the moment of awareness.
    21. 21. Our expectations are NOT always right.
    22. 22. Our expectations are NOT always based in reality.
    23. 23. UX Responsibility Start with how you want the user to feel at the end.
    24. 24. Make emotions the target of UX.
    25. 25. 1: Awareness 3: Action 4: Association2: Assessment Emotional Response Wave ? ? risk reward
    26. 26. UX Responsibility Set honest and appropriate expectations for users at every possible touch point.
    27. 27. Stage 2: Assessment We always assess risks before rewards.
    28. 28. It’s about self-preservation
    29. 29. People will do more to avoid pain than they will do to gain pleasure.
    30. 30. 1: Awareness 3: Action 4: Association2: Assessment Emotional Response Wave Pain ! Pain !Pain !
    31. 31. Core Simplicity Factors Fogg Behavioral Model Time Money Physical Effort Brain Cycles Social Deviance Non-Routine {
    32. 32. 1: Awareness 3: Action 4: Association2: Assessment Emotional Response Wave Simple goal - drive thru burger Complex goal - Hell’s Kitchen
    33. 33. Watch video on YouTube
    34. 34. What Apple was up against: • Already saturated market • Expensive compare to competition • “Cult of Apple” Reputation
    35. 35. What they did so well: • Implied simplicity • Emotional charged • Authentically Apple
    36. 36. 1: Awareness 3: Action 4: Association2: Assessment Emotional Response Wave Less pain! Adjusted expectation.
    37. 37. UX Responsibility Take control of the emotional wave to drive user behavior.
    38. 38. authenticity: concerns the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions; genuine.
    39. 39. Authenticity Creates Trust.
    40. 40. “A lack of transparency results in distrust and a deep sense of insecurity.” Dalai Lama
    41. 41. UX Responsibility Define who we (our clients/product/site) are and what we stand for, and then craft experiences that reflect those values.
    42. 42. If your site were a person what would they be like? Design personas can help.
    43. 43. Stage 3: Action Actions are more about will than skill.
    44. 44. “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Dr. Donald Calne
    45. 45. Core Motivation Factors Fogg Behavioral Model Pain/Pleasure Fear/Hope Rejection/Acceptan ce {
    46. 46. Simple Solution: Scare users into action. Right?
    47. 47. One man’s pain is another man’s pleasure.
    48. 48. Red Bull: World Record Skydive
    49. 49. Some people love gardening.
    50. 50. Some people, not so much.
    51. 51. UX Responsibility Know the users real pain point.
    52. 52. Stage 4: Association The users process of evaluating and valuing the overall experience.
    53. 53. ( assessment + action ) expectation = experience The experience equation
    54. 54. Desire Draws Our Focus to the Positive or Negative
    55. 55. need vs. want
    56. 56. need or want?need or want?
    57. 57. need based experience: No imperfection is too small to ruin the entire experience.
    58. 58. want based experience: Users are more willing to overlook imperfections, even large ones.
    59. 59. UX Responsibility Know whether we are designing to serve a users need (required) or want (desire).
    60. 60. Pulling it all together. How do we use emotions as strategic targets when designing for each of the 4 stages?
    61. 61. Evaluate & Validate: Will this {experience} significantly enhance the users state and have I made as simple as possible to attain?
    62. 62. 1. How do I want the user to feel when they have accomplished their goal? 2. What can I do so they feel that way when they are taking action to accomplish their goal? 3. What can I do so they feel that way when they are assessing the goal to be accomplished? 4. How do I set the appropriate expectation of feeling when they become aware of the goal? Association Action Assessment Awareness Reverse Engineer the User Experience
    63. 63. Logic
    64. 64. Logic AND Emotions
    65. 65. “When you design for meaning, good things will happen.” Doug Dietz, Principal Designer for GE Healthcare
    66. 66. Resources Books Designing for Emotions, Aarron Walter Start with the WHY, Simon Sinek Videos TEDx: Transforming healthcare for children and their families, Doug Dietz Start with the WHY, Simon Sinek