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Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
Designing for Emotion - Coworking Discussion
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Designing for Emotion - Coworking Discussion

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Inspired by Aarr

Inspired by Aarr

Published in: Design, Technology
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  • Loved the presentation Susan. Yea. I would have liked to see you present as well. Especially slide 24! And, you and I do have trust! Thanks.
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  • Susan,
    Thank you for sharing your presentation. I wish I had been able to see you present it. Next time.
    Don
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  • 1. 1 Firecat First Friday coworking & brownbag topic delivered by Susan Price, CEO and Chief Digital Strategist.
  • 2. Luckily  for  us  as  designers,  there  are  certain  emo6ons  that   are  hard-­‐wired  into  every  human  being.  It’s  worth   studying  how  to  tap  into  those  emo6ons  and  use  them  to   impel  users  to  do  what  we  want  them  to  do.   2
  • 3. Across  cultures,  human  beings  respond  with  warmth  to   baby  animals.  Especially  baby  mammals.  Even  people  who   don’t  like  kiAens,  puppies,  or  ducks.     We  can  engender  delight  and  openness  by  showing  these.   3
  • 4. We’re  wired  to  find,  and  respond  with  posi6ve  emo6ons   to,  faces.  Brands  abound  that  simulate  the  eyes  and   mouth,  like  OXO.     When  somebody  is  looking  DIRECTLY  at  us  in  a  photo  or   video,  we  are  HARD  WIRED  to  pay  aAen6on.  Similarly,   when  the  depicted  person  looks  AT  something  –  even  only   by  virtue  of  a  layout  trick,  we  LOOK  IN  THAT  DIRECTION.   And  you  thought  you  were  smarter  than  your  dog  when   you  fake  throwing  the  s6ck!   4
  • 5. Across  cultures,  empathy  manifests  in  mentally  healthy   individuals  at  very  young  ages.  “Arms  of  the  Angels”  with   Sarah  McLaughlin  singing  –  it  works!   5
  • 6. The  tongue-­‐thrust  is  a  universal  gesture  of  disgust  –  again,   across  cultures.  Based  on  pushing  something  disgus6ng   out  of  our  mouths.     We  work  to  engender  posi6ve  emo6ons  in  our  marke6ng   –  to  inspire,  to  delight.  But  we  work  the  nega6ve   emo6onal  space  too.     6
  • 7. Fear  is  an  emo6on  that  we  MUST  ac6vate  in  order  to  get   people  to  take  ac6on  or  change.  We’ve  got  to  be  careful   with  fear;  it’s  easy  to  overdo.  But  we  ac6vate  anxiety   when  we,  for  example,  want  someone  to  sign  up  for  a   service,  or  buy  insurance.  Fear  of  loss.  Fear  of  missing  out   on  something.  Fear  of  making  the  wrong  decision.   7
  • 8. Maslow’s  famous  hierarchy  of  needs.  We  work  our  way   UP  the  pyramid.  It’s  no  good  trying  to  get  love  or  be   actualized  if  you’re  starving,  or  going  2  weeks  solid   without  sleep.   8
  • 9. One  of  the  best  takeaways  from  Aarron  Walter’s  book   Designing  for  Emo6on  was  this  mapping  of  user   experience  design  focus  to  the  Maslow  Hierarchy.  We   start  out  making  something  func6onal,  then  have  it  work   reliably.  Aer  that  –  we  make  it  USABLE,  a  place  I’ve  spent   a  lot  of  my  career  working  on.  But  the  top  part  of  the   pyramid  in  UX  has  largely  been  missing  in  a  LOT  of  UX   design.  We’re  leaving  behind,  to  a  large  extent,  the  6p  of   the  pyramid  where  real  change  happens.     9
  • 10. Here  are  some  key  emo6ons  that  most  good  UX  designs   manipulate.   10
  • 11. Like  all  design,  it  gets  beAer  the  more  you  think  about  it.   In  a  brilliant  film,  every  object  in  frame,  every  angle,  every   light  level  has  been  carefully  planned  out.  We  spend  a  lot   of  6me  at  Firecat  studying  our  target  users  –  what   mindsets,  beliefs,  and  likely  emo6onal  states  they  are   coming  in  with.  What  are  their  problems,  their  fears?     Match  them  where  they  are  –  then  take  them  where  you   want  them.  Let’s  get  started.   11
  • 12. Manipula6on  of  the  emo6ons  of  our  users  can  feel   creepy.  These  are  POWERFUL  tools  –  use  them  for  good,   not  evil!   12
  • 13. A  friend  of  mine,  an  execu6ve  coach,  told  me  a  story  of   him  going  to  see  the  famous  business  guru,  Stephen   Covey  (of  the  7  habits).  Covey  used  a  cobranding  trick  to   get  his  audience  to  think  beAer  of  him.  He’d  use  a  giant   screen  behind  him  and  run  a  clip  of  Ben  Kingsley  playing   Gandhi.  Stephen  Covey  =  Gandhi.  You  know  –  selfless,   saintlike,  wise,  powerful,  a  force  for  change.   13
  • 14. So  I  started  thinking  –  who  would  I  project  behind  ME?  I   had  so  much  fun  with  this;  I  highly  recommend  it.  Ann   Richards  came  to  mind.   14
  • 15. Or  Wonder  Woman!   15
  • 16. Billie  Jean  King!   16
  • 17. Barbara  Jordan!   17
  • 18. They  don’t  have  to  be  all  women,  either,  I  decided.  So  –   Leonardo  da  Vinci!   18
  • 19. Einstein!  OK,  enough.  Do  try  it  yourself.   19
  • 20. Another  key  takeaway  from  Aarron  Walters’  Designing  for   Emo6on:  Manipulate  TIMING  to  get  different  emo6onal   effects.   20
  • 21. Surprise  –  such  as  the  unexpected  parallax  effects,   anima6on,  or  just  unusual  placement  or  humor  can  be   highly  effec6ve.  Our  adrenaline  rate  actually  goes  up  –   and  that  makes  an  event  much  more  memorable.   21
  • 22. On  the  other  end  of  the  6ming  scale  is  an6cipa6on.  Make   people  wait  for  it  –  like  piling  on  the  benefits  before  you   show  the  price,  in  a  squeeze  page,  or  a  Ronco  commercial.   22
  • 23. Here  are  some  best  prac6ces  for  leveraging  emo6on  in  UX   design.  I  will  add  here:  Check  out  Designing  for  Emo6on   and  other  books  from  A  List  Apart.  Make  notes  when  a   website,  mobile  app  or  other  interface  or  object  makes   you  happy,  or  mo6vates  you  to  take  an  ac6on  in  an   unexpected  way.  Look  for  how  you’re  being  manipulated.     One  last  bit  of  advice  –  In  order  to  delight,  it’s  fine  to   reference  yourself.  Make  YOURSELF  delighted.  You  may   not  please  everyone,  but  chances  are,  you’ll  connect  with   the  folks  that  maAer  to  YOU.   23
  • 24. Speaking  TRUST  is  a  huge  emo6on  that  we  need  to  strive   to  build.  A  UX  is  a  RELATIONSHIP,  and  rela6onships  take   6me  to  build  trust.     24
  • 25. Don’t  forget  the  amazing  power  of  MUSIC  and  AUDIO  to   s6mulate  and  manipulate  emo6ons.  Even  when  you’re   designing  a  SILENT  UX,  it  can  be  very  helpful  to  iden6fy   what  music  you  WOULD  play  –  it  helps  inspire  the  visuals   and  the  tone  of  the  text.     I  have  created  playlists  for  various  emo6onal  states.  I   have  Pissed  Off,  Tristesse,  to  take  me  from  nega6ve  to   posi6ve,  gradually.  They  really  work!  And  when  I’m  in  a   good  mood,  I  can  stay  that  way  with  She’s  Happy  or   Ojeat  or  Contempla6ve.   25
  • 26. As  much  as  we  like  to  think  we  make  decisions  with  our   vastly  ra6onal  minds  and  keen  intellects  –  it’s  not  nearly   as  true  as  we  like  to  think.  The  default  choice  in  any  user   flow  is  extremely  persuasive  and  powerful.  A  UX  is  like  a   sentence  –  you  can  change  the  meaning  –  or  outcome  -­‐   completely  by  moving  the  elements  around.   26
  • 27. Dan  Ariely  is  a  pioneer  in  a  new  field  called  Behavioral   Economics.  He’s  the  author  of  Predictably  Irra6onal  and   other  great  books  that  explode  the  long-­‐held  beliefs  of   tradi6onal  economists  that  human  beings  make  ra6onal   decisions  about  uses  of  money,  6me  and  other  important   things.     27
  • 28. Thanks  for  listening!  Feel  free  to  suggest  other  Firecat   First  Friday  coworking  /  brown  bag  topics.   28

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