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Drive Users with Emotional Design

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What do you want your users to do? Great design means getting people to do what you want when they use your app. To accomplish this, the app must be useful, usable and DESIRABLE. This session will …

What do you want your users to do? Great design means getting people to do what you want when they use your app. To accomplish this, the app must be useful, usable and DESIRABLE. This session will focus on how to use emotional design to engage, delight and ultimately drive users to reach the product’s objective.

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  • Usability clears theway for a good experience by eliminating troublesome interface distractions, but a GREAT EXPERIENCE stems from something more – an awareness of why people could or do care… — Stephen Anderson, Seductive Interaction Design
  • Usability clears theway for a good experience by eliminating troublesome interface distractions, but a GREAT EXPERIENCE stems from something more – an awareness of why people could or do care… — Stephen Anderson, Seductive Interaction Design
  • More often, designers find ourselves working to get the user to want what we want.The goal is to create design that takes the user's long-term needs and desires into account, and helps him focus his attention and goals on accomplishing something worthwhile.And that well-designed web site doesn't encourage aimless clicking and eventual ennui. Instead, it pushes the user to come face to face with what's on offer and to decide (hopefully) to engage.A good airport is designed to encourage travelers not to slow down the journey of their fellows, not to get aimless or distracted (what the traveler wants in the short run) and miss a plane.A great book cover gets someone who isn't inclined to buy this book (if it had a plain paper wrapper) to pick it up and suddenly want what the author wants--for the reader to want to read it.Source:Seth Godin Blog: Great design = getting people to do what you wanthttp://sethgodin.typepad.com/seths_blog/2013/08/great-design-getting-people-to-do-what-you-want.html
  • Good scissors for kids ought to be fabulous at cutting paper but not so good at cutting sisters, no matter how much little brother wants to.Source:Seth Godin Blog: Great design = getting people to do what you wanthttp://sethgodin.typepad.com/seths_blog/2013/08/great-design-getting-people-to-do-what-you-want.html
  • Good scissors for kids ought to be fabulous at cutting paper but not so good at cutting sisters, no matter how much little brother wants to.Unethical design, then, is using the power of design to get the user to do something he regrets. Designing for 'everyone to do anything' is difficult to do well and ultimately a cop out. It absolves the designer of responsibility, sure, but it is also design without intent or generosity.Source:Seth Godin Blog: Great design = getting people to do what you wanthttp://sethgodin.typepad.com/seths_blog/2013/08/great-design-getting-people-to-do-what-you-want.html
  •  Toothbrush Gameshttps://www.youtube.com/watch?v=q_LC0-qP_84
  • Source:Seth Godin Blog: Great design = getting people to do what you wanthttp://sethgodin.typepad.com/seths_blog/2013/08/great-design-getting-people-to-do-what-you-want.html
  • Every decision you make on a daily basis are chosen with emotion… emotion is the gut instinct, a gut reactionThe Halo Effect is when one trait of a person or thing is used to make an overall judgment of that person or thing. It supports rapid decisions, even if biased ones. The Halo Effect is a well documented social-psychology phenomenon that causes people to be biased in their judgments by transferring their feelings about one attribute of something to other, unrelated, attributes. For example, a tall or good-looking person will be perceived as being intelligent and trustworthy, even though there is no logical reason to believe that height or looks correlate with smarts and honesty.  The Halo Effect works both in both positive and negative directions.Source: http://www.nngroup.com/articles/halo-effect/
  • Source:Seth Godin Blog:Evoking online trusthttp://sethgodin.typepad.com/seths_blog/2013/11/evoking-online-trust.html
  • Source:Designing for Emotion – Aarron Walterhttp://www.youtube.com/watch?v=ks91vBm3oT8
  • Consumer trust was the most critical challenge for Mint.com when it launched. Its crisp, clean and polished visual design helps evoke trust.
  • Source:Mobile Intranet Design by Jakob Nielsenhttp://www.nngroup.com/articles/mobile-intranet/
  • Source:Mobile Intranet Design by Jakob Nielsenhttp://www.nngroup.com/articles/mobile-intranet/
  • 37 Signals taught us a lot about simple design with their products
  • Agency:Mobiento Stockholm.
Summary: Inspiration can surprise you, because great ideas just happen. ScoreCleaner captures your musical ideas, in the moment. It's the only mobile app that translates a recording into a musical score - just press record and then start singing, playing, or humming. The app's unique technology, developed from years of sound research, translates your melodies and rythms into sheet music, and the intuitive mobile user interface makes it very easy to use. ScoreCleaner even syncs through the Cloud, so later you can take your idea further, and easily pass the music on. The underlying technology performs a musically intelligent interpretation of pitch, time signature, rhythm/meter, and tempo directly from monophonic audio input. There are no limitations with regards to musical style – ScoreCleaner tracks composite meters, syncopation, minor/major keys, free rhythm, and more. When finished, you can play the song back, using either MIDI piano sound or the original recording, store it in the ScoreCleaner Cloud service, and continue editing it in ScoreCleaner Desktop.Video casestudy:http://vimeo.com/62860276
  • Source:Designing for Emotion – Aarron Walterhttp://www.youtube.com/watch?v=ks91vBm3oT8
  • To engage users, website copy must speak to readers and not at them. Include words people can relate to, and avoid jargon, business speak, and feature-driven language. 1)Focus on the Benefits of Using the Product or Service, not the Features2) Use Words People Can Relate to, Instead of Industry or Business Jargon3) Speak to Your Readers, not at Them Our Recommendation: Put Readers FirstSource: Nielsen Norman GroupUser-centric vs. Maker-centric Language: 3 Essential Guidelineshttp://www.nngroup.com/articles/user-centric-language/by JANELLE ESTES
  • MasterCard has always been a part of the music scene, traditionally by sponsoring big-ticket concerts and festivals. But with the music industry in disarray, come opportunities to innovate. Introducing Miyamo, the music app that makes anyone’s iTune library social. Miyamo analyzes every track, from hip-hop to country, and generates a unique visual ID for each genre. Then on Facebook, Miyamo IDs let people share, comment on, and discover new music. With each discovery, the ID and Facebook timeline reflect listeners’ current tastes. By connecting music fans, Miyamo is proving that MasterCard can enrich people’s lives in more ways than one.#1 Ranked Free music app in Mexico#2 Free app in Mexico’s iTunes storeView the case study http://www.youtube.com/watch?v=o7ewYwflXDY
  • Source:Designing for Emotion – Aarron Walterhttp://www.youtube.com/watch?v=ks91vBm3oT8
  • Source:Designing for Emotion – Aarron Walterhttp://www.youtube.com/watch?v=ks91vBm3oT8
  • Source:Designing for Emotion – Aarron Walterhttp://www.youtube.com/watch?v=ks91vBm3oT8
  • MailChimp – party pooper mode – only 0.007% people want to poop on the party!Source:Designing for Emotion – Aarron Walterhttp://www.youtube.com/watch?v=ks91vBm3oT8
  • Source:Designing for Emotion – Aarron Walterhttp://www.youtube.com/watch?v=ks91vBm3oT8
  • Together iPad app for WWF by AKQAFor 50 years, World Wildlife Fund’s mission has been to create a future in which people live in harmony with nature. The WWF Together iPad app brings you closer to the stories of elephants, hales, rhinos, and other fascinating species. Discover their lives and the work of WWF in a way you’ve never seen before.View the case study https://www.youtube.com/watch?v=COPOEOnRnNk
  • An interactive multimedia documentary commemorating the 50th anniversary of the Cuban Missile Crisis.

The main feature lays out the full story of the Crisis, beginning in 1959 and continuing on until the missiles are removed in October 1962.

Historical dossier As you watch, 200 archival photos, videos, documents and audio recordings are automatically added to a digital dossier for further review at any time.

Mobile sync Smartphone users can link their phones with the film so these items get automatically sent to their phone in sync with the documentary playback.

Expert interviews 15 different subjects are explored in greater depth via expert interviews.

Calendar integration Follow the crisis "live" in real time by importing all JFK's secret ExComm recordings into your iCal or Google calendar, so you can "attend" the meetings live, 50 years after they happened.

What If? short film Set in an alternate 2012 in which the Cuban Missile Crisis escalated into nuclear war 50 years earlier, this intertwining tale tells the story of four fictional characters who each remember the horrors of nuclear war in their own way.View case study: http://cloudsovercuba.com/mobilecasestudy/View site: http://cloudsovercuba.com
  • Mood board
  • Mood board
  • Mood board
  • Transcript

    • 1. DRIVE USERS WITH ―TOUCHABLE‖ EMOTIONAL DESIGN Erin Daniels user-centric experience design @erinartworks
    • 2. EMOTIONAL DESIGN
    • 3. ―You will have no chance of creating something people will love unless you‘ve already made something people actually want.‖ — Alexis Ohanian – cofounder of Reddit
    • 4. ―Before your application can create an emotional relationship with the user, it must get the basics right. The emotional relationship, the delight, is what you layer on top of this base usability and technical competency.‖ — Aral Balkan, Designer of Feathers
    • 5. 3 Levels of Processing – Donald Norman VISCERAL pre-consciousness attractiveness first impression BEHAVIORAL use of product function performance usability REFLECTIVE full impact of thought & emotion message culture meaning of product or its use
    • 6. Optimal User Experience – Cindy Chastain FUNCTION BEAUTY PERFORMANCE EMOTION EASE-OF-USE MEANING tangible intangible OPTIMAL USER EXPERIENCE
    • 7. “THE DANGER IS IN CONFUSING ‘EASE OF USE’ WITH ACTUALLY DESIRING TO USE SOMETHING.‖ — Stephen Anderson, Seductive Interaction Design
    • 8. GREAT DESIGN Getting people to do what YOU want — Seth Godin
    • 9. Good scissors for kids are designed to be fabulous for cutting PAPER
    • 10. BUT NOT SISTERS…
    • 11. ―Great designers can easily answer the question, ‗What do YOU want the user to do?‘‖ — Seth Godin
    • 12. Emotion is the gut instinct, a gut reaction HALO EFFECT Quick decisions based on emotions (positive and negative)
    • 13. ―Make a good first impression.‖ — Alexis Ohanian, cofounder of Reddit
    • 14. EMOTIONAL DESIGN evoke trust simplify the workflow personalize delight make an emotional connection
    • 15. ―Interactions rarely happen with people we don't trust.‖ — Seth Godin
    • 16. EVOKE TRUST EMOTIONAL “Trust is a gut feeling …more than a rational process and visual design affects emotions in a very powerful way, perhaps more than any other stimuli.‖ – James Putorti
    • 17. Mint.com for iPad
    • 18. ―People liked ‗less.‘‖ — Jakob Nielsen
    • 19. THE WORKFLOW SCARY FOR DOCTORS EMOTIONAL SIMPLIFY Simplifying down to just a few options helped people not get confused by having a new interface, which would be
    • 20. Basecamp for iPhone
    • 21. ScoreCleaner for iPhone
    • 22. ―Products are people too.‖ — Aarron Walter
    • 23. ―The ability to personalize something makes it yours.‖ – Don Norman Have a conversation with readers EMOTIONAL PERSONALIZE
    • 24. Miyamo for iPhone
    • 25. ―The pleasurable layer is very powerful.‖ — Aarron Walter
    • 26. DELIGHT THEM reward them with positive emotion – Aarron Walter EMOTIONAL People will forgive your shortcomings, follow your lead, and sing your praises if you…
    • 27. ―Oh Mailchimp monkey. Just as I get frustrated with wrangling email addresses, you‘re there with your little witticisms to cheer me up!‖
    • 28. ―Empathy is the way we connect with one another, it is the platform for emotion.‖ – Aarron Walter
    • 29. MAKE AN emotional CONNECTION things make people feel good which in turn makes them think more creatively.‖ – Don Norman EMOTIONAL “Attractive
    • 30. WWF Together for iPad
    • 31. Sloans & Kenyon Auctioneers for iPad
    • 32. In conclusion EMOTIONAL DESIGN evoke trust simplify the workflow personalize delight make an emotional connection
    • 33. Tweet your favorite emotional design example! #EmotionalDesign @erinartworks #modeveast Erin Daniels user-centric design Thank you! @erinartworks