Intro To Emotion Design- Pleasurability and Emotional Design- Experience Dynamics Web Seminar

Intro. to Emotion Design An Experience Dynamics training WEB SEMINAR With Frank Spillers, MS

About Your Speaker

Frank Spillers

Masters Cognitive Science

10 years User Centered Design experience

Founder, Experience Dynamics- leading Usability Design Research firm

Agenda

How does emotion factor into user experience? What is the impact of emotion on product user experience? How can websites and web applications benefit from the latest insights in emotion design? Is emotion a separate metric or related to usability? How are emotional responses best measured?

Why design for user emotions?

Identifying pleasurability- the “joy of use” metric

What do we know about user emotion and product interaction?

How does usability differ from emotion design?

Quantifying the impact of emotion with products; on the web; with web applications.

Why design for user emotions?

What is emotion design?

Focus on function in design is NOT enough

Neuroscience breakthroughs point to emotion

Designing to evoke and utilize emotions

A competitive differentiator (in the iphone age)

Identifying Pleasurability

Product generates good feelings

Product sustains good feelings

Product puts a smile on users face

Product is fun to use, delightful, exciting

Product feels good, works well, joy to own

Interface ‘friction’ is minimal

Some examples:

2. Identifying pleasurability- the “joy of use” metric

Physio Psycho Socio Ideo Grasp, grip, fit, texture etc. Cognitive needs, emotional appraisal Values, tastes, aspirations Social status, identity 4 pleasure areas

From Quality to Experience Service-oriented design

“ Flashbag” “ Clocky”

3. What do we know about user emotion and product interaction?

How Emotion Design works For Websites, portals, Intranets. Software, Web applications. Embedded or mobile devices, hardware products. -Perception of credibility -Trust -Perception of security -Overall perceived ease of use Google “What is Emotion Design?” -Improved user satisfaction -Perceived software quality -Subjective judgment or product "appealingness" (hedonic quality) -Deep attachment or bonding with the product -Perception of improved performance (attractive things work better) -Perception of pleasure

Create a “mini-vacation”

10 Rules to Augment Fun and Beauty in Interaction Design

1. Don’t think products, think experiences. Provide a context for the experience to unfold.

2. Don’t think beauty in appearance, think beauty in interaction. Aesthetics should guide the interaction, not be separated from usage .

3. Don’t think ease of use, think enjoyment of the experience. Problem-solving can be made enjoyable.

4. Don’t think buttons, think rich actions. Choose interactions that support the broader goal, not just the standard design element.

5. Don’t think labels, think expressiveness and identity. Instead of labeling icons and controls, design them to stand out or call screaming attention to the task.

6. Metaphor sucks. Choose unique identity over relying on tired and unreliable metaphors.

7. Don’t hide, don’t represent. Show. Choose transparency instead of hiding processes and describing what the user can’t see.

8. Don’t think affordances, think irresistibles. Beauty can evoke interaction, not just a functional clue or “affordance”.

9. Hit me, touch me, and I know how you feel . Study the rich actions surrounding a products use and design to those emotions.

10. Don’t think thinking, just do doing. Get hands on with the design early on. Keep visual representations in step with cognitive guidelines and requirements.

Source: Overbeeke et. al. “Let’s Make things Engaging” in Funology (book)

4. How does usability differ from emotion design?

What’s the difference?

Usability

Focus on functional use

Ease of use

Logic breaking points

Errors and failure modes

Emotion is un-reliable

Emotion Design

Focus on emotional response

‘ Joy of use’

Repulsion, falling out of synch

Delight and pleasure modes

Emotion as integral to usability

5. Quantifying the impact of emotion with products; on the web; with web applications.

Measuring Emotion

Emotion is not processed in the left brain

For adequate measurement you need to measure with non-verbal scales

PrEmo is the only proven and practical tool for measuring product emotion

LEMtool is a new tool for measuring web based emotions based on PrEmo framework

LEM Tool (Layered Emotion Measurement) Used by permission from the Susa Group.

Used by permission from the Susa Group. PrEmo Tool

10 Emotion Heuristics

Eva de Lera and Muriel Garreta-Domingo-

Google: “Ten emotion heuristics”

thank you ! Frank Spillers, MS [email_address] 1-800-978-9183 x100 www.experiencedynamics.com

About Experience Dynamics: Experience Dynamics is a professional usability design research firm. Through its User Centered Design services, Experience Dynamics assists organizations with removing the frustration and confusion that plagues most website and software development projects. Companies benefiting from Experience Dynamics actionable usability recommendations include AutoNation, IBM, Hewlett Packard, Intel, Verizon, Microsoft, Four Seasons, Washington Mutual, Bank One, Target, Land Rover, Providence Health System and KeyBank. About Experience Dynamics web seminars: Experience Dynamics offers a recurring set of usability web seminars on hot usability topics. The web seminars provide an overview and quick review of key issues and opportunities related to best practices in usability research. The seminars are presented by Frank Spillers, MS, a recognized expert in the field of usability engineering and user experience design. Experience Dynamics seminars are complimentary and are attended by companies including Intel, Citigroup, KeyBank, The Hartford, Fujitsu, Intuit, EMC Corp, Chase, US Bank, Apple, Amazon.com, Business Objects, Mentor Graphics, GM, Toyota and others.