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Addiction or devotion? The complexity of our relationships between connected experiences, devices and people is increasing. Design ethnographer Kelly Goto presents underlying emotional indicators that ...

Addiction or devotion? The complexity of our relationships between connected experiences, devices and people is increasing. Design ethnographer Kelly Goto presents underlying emotional indicators that reveal surprising attachments to brands, products, services and devices. Move past addiction and into meaning — using contextual research and Why-Finding methods to understand the connections and disconnects between your customer and the products they love.

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Beyond Usable | Mapping Emotion to Experience Presentation Transcript

  • 1. Kelly Goto @go2girl MAPPING EMOTION TO EXPERIENCE BEYOND USABLE Monday, September 30, 13
  • 2. YOYU Monday, September 30, 13
  • 3. flickr user niznoz Monday, September 30, 13
  • 4. flickr user niznoz Monday, September 30, 13
  • 5. https://www.mylookout.com/resources/reports/mobile-mindset Monday, September 30, 13
  • 6. https://www.mylookout.com/resources/reports/mobile-mindset Monday, September 30, 13
  • 7. CHECKING HABIT Participants in the study checked their phones an average of 34 times a day, for about 30 seconds at a time about every 10 minutes. Surprisingly, the person was usually unaware of reaching for and unlocking the phone. It was a habitual, compulsive behavior. A. Oulasvirta (&) L. Ma E. Raita Helsinki Institute for Information Technology HIIT, Monday, September 30, 13
  • 8. CHECKING HABIT Once the brain becomes accustomed to this positive feedback, reaching out for the phone becomes an automatic action you don't even think about consciously, (...) Instead, the urge to check lives in the striatum, a part of the brain that governs habitual actions. A. Oulasvirta (&) L. Ma E. Raita Helsinki Institute for Information Technology HIIT, Monday, September 30, 13
  • 9. REWIRED When we go online, we enter an environment that promotes cursory reading, hurried and distracted thinking, and superficial learning. Even as the Internet grants us easy access to vast amounts of information, it is turning us into shallower thinkers, literally changing the structure of our brain. Source: Nicholas Carr: The Web Shatters Focus, Rewires Brains Monday, September 30, 13
  • 10. http://peoplestaringatphones.tumblr.com/ Monday, September 30, 13
  • 11. Facebook is celebrating all the wrong things. And it makes Facebook Home look like the best possible way to be the least present. Josh Elman, Medium Monday, September 30, 13
  • 12. zabisco.com Monday, September 30, 13
  • 13. adapted from ‘devolution - savage research Monday, September 30, 13
  • 14. USABILITY PLEASURE FUNCTIONALITY Monday, September 30, 13
  • 15. RITUAL www.evr.st FUNCTIONALITY USABILITY Monday, September 30, 13
  • 16. FUNCTIONALITY MEANING www.evr.st USABILITY Monday, September 30, 13
  • 17. Credit: AP Photo/Paul Sakuma Monday, September 30, 13
  • 18. MINDLESS to MEANINGFUL Monday, September 30, 13
  • 19. MINDLESS PLEASURE STIMULATION ZERO OUTPUT Monday, September 30, 13
  • 20. MEANINGFUL INTEGRATED HABITUAL LIFESTYLE INTEGRATION Monday, September 30, 13
  • 21. AUTOMATIC inter-conscious easily retrievable; semi-aware; MEANINGFUL Monday, September 30, 13
  • 22. AWARE AUTOMATIC MEANINGFUL unconscious unaware; deeply stored meaningful inter-conscious easily retrievable; semi-aware; conscious fits well, style is cool, feels great makes me feel important, unique and special I love it. sale! fancy / favorite brand Monday, September 30, 13
  • 23. AWARE AUTOMATIC MEANINGFUL unconscious unaware; deeply stored meaningful inter-conscious easily retrievable; semi-aware; conscious fits well, style is cool, feels great makes me feel important, unique and special I love it. sale! fancy / favorite brand Monday, September 30, 13
  • 24. CONTEXTUAL RESEARCH IN-DEPTH INTERVIEWS SOCIAL ANALYTICS ONLINE SURVEYS ANALYTICS / TRACKING how people live what people think Monday, September 30, 13
  • 25. CONTEXTUAL RESEARCH IN-DEPTH INTERVIEWS SOCIAL ANALYTICS ONLINE SURVEYS ANALYTICS / TRACKING how people live what people think unaware|implicit|EMOTIONAL a w a r e | e x p l i c i t | LOGICAL Monday, September 30, 13
  • 26. Today’s development probably goes towards integration of emotional values in products. Products must appear independent reflecting an individual life style.” Engineering Emotional Values in Product Design, 2005 Monday, September 30, 13
  • 27. Evolution of 'sensory engineering' 1970’s 1980’s 1990’s 2000’s 2010’s [1960‘s] QFD Quality Function Deployment seeks out ‘fuzzy’ needs and uncovers ‘wow’factor [1970‘s] Kansei Engineering can "measure" the feelings and adapt to product development. [1980‘s] Kano Method looks at Normal / Expected / Exciting requirements [1990‘s] Kansei introduced into the US [2001] Dotcom crash [2007] “Age of the iPhone” [2012] Convergence Monday, September 30, 13
  • 28. 感性工学 emotionalusability sensoryengineering Monday, September 30, 13
  • 29. Kansei Engineering was created to address this emotional side of product development. It ... attaches importance to customers' wants for emotional, sensory, and lifestyle-enhancing solutions with your product development, creating synergy for emotional branding. Engineering Emotion al Values in Product Design by Simon Schutte Monday, September 30, 13
  • 30. from: Engineering Emotional Values in Product Design by Simon Schütte Kansei Emotions Words Behavior and Attitudes KANSEI EXPERIENCE Monday, September 30, 13
  • 31. from: Engineering Emotional Values in Product Design by Simon Schütte SENSORY INPUT Mapping Building Trigger Kansei Affection Feeling Emotion Chisei Logics Recognition Understanding EMOTIONAL LOGICAL KANSEI EXPERIENCE Monday, September 30, 13
  • 32. kansei words Monday, September 30, 13
  • 33. Monday, September 30, 13
  • 34. WHY-FINDING Monday, September 30, 13
  • 35. Why-finding reveal key connectors that map experience to emotion. These connectors lie between what people are aware of and deeper meaning. Identifying these key connectors is an essential part of product strategy. Kelly Goto, gotomedia Monday, September 30, 13
  • 36. VIA MEANING ASPIRATION CONNECTION IDENTITY TRUST EASE-OF-USE Monday, September 30, 13
  • 37. MEETS MY NEEDS IT WORKS EMOTIONAL RATIONAL I LOVE IT AWARE (explicit) UNAWARE (implicit) Monday, September 30, 13
  • 38. MEETS MY NEEDS s EMOTIONAL RATIONAL easy to use simple efficient personalized sharing intuitive comfortable familiar customizable inspiring meaningful portable cool connected reliable AWARE (explicit) UNAWARE (implicit) I LOVE IT IT WORKS Monday, September 30, 13
  • 39. s AWARE (explicit) UNAWARE (implicit) EMOTIONAL RATIONAL simple MEETS MY NEEDS ASPIRATION EASE-OF-USE IDENTITY CONNECTION TRUST Monday, September 30, 13
  • 40. INPUT EXPERIENCE OUTPUT Psychological Sensory Memory Contextual Aspiration Connection Identity Trust Ease-of-use Monday, September 30, 13
  • 41. INPUT EXPERIENCE OUTPUT Psychological Sensorial Memory Contextual Aspiration Connection Identity Trust Ease-of-use =Nostalgia Monday, September 30, 13
  • 42. www.nest.com Monday, September 30, 13
  • 43. The Nest is really beautiful and it feels fantastic to touch and use. The display is just gorgeous and things like shifting to red when you ask for heat are both satisfying, intuitive and, well, delight inducing.” PC Magazine Blogger aspiration pleasure comfort www.nest.com Monday, September 30, 13
  • 44. Monday, September 30, 13
  • 45. When everyone is gone and I work at night, I can crank it up and it sounds beautiful.” Monday, September 30, 13
  • 46. My phone is ok—it’s a little slow. It doesn’t think so quick... It is not really responsive. It doesn’t really know if you’ve touched the screen.” Monday, September 30, 13
  • 47. 8AM 10AM 12AM 2PM 4PM 6PM 8PM Monday, September 30, 13
  • 48. device place task noise time limitations state / stage result feeling Monday, September 30, 13
  • 49. what device are you using? where are you? what are you doing? what “noise” is distracting you? what time of day is it? what limitations are there? what stage of the task are you in? are you able to complete your task? how does it make you feel? Monday, September 30, 13
  • 50. dscout.com Monday, September 30, 13
  • 51. dscout.com Monday, September 30, 13
  • 52. PRODUCT MENTALITYPRODUCT MINDSET Monday, September 30, 13
  • 53. DYNAMIC One-on-one | Contextual Web | Mobile App (full functionality) Autonomous Team Flexible Requirements Flexible Delivery (within timeframe) Iterative | Feedback-oriented PRODUCT-FOCUS STATIC Focus Groups Marketing Web Site (little functionality) Stakeholder-drama Business Req Absolute Hard Deadline (no flexibility) Tied to a legacy system MARKETING-FOCUS Monday, September 30, 13
  • 54. Kinect Nov 2010 Leap Motion July 2013 MYO Early 2014 Wii Sept 2005 PRODUCT-FOCUS Monday, September 30, 13
  • 55. (innovation) COMPLEXITY vs. COPING (desire) The governance crisis point Quantity & complexity of information Ability to deal with quantity & complexity of information Zap Think LLC TIME Monday, September 30, 13
  • 56. Everyday improvement is a state of mind which is not satisfied with the status quo and believes that things must be improved everyday. Everybody improvement means that every one from top management to the rank and file must be involved. Everywhere improvement means that Kaizen is cross-functional activities carried out not only on the shop floor, but also in all managerial functions. KAIZEN continuous improvement Monday, September 30, 13
  • 57. How do we get there?? Ease-of-use must already be 100% there. Long-term goals need to focus on meaning, not short-term pleasure. Mixed methods of research and continuous feedback need to be integrated into not only your process, but within your organizational culture. BEYOND USABLE Monday, September 30, 13
  • 58. Remember: People don’t advance as quickly as technology. BEYOND USABLE Monday, September 30, 13
  • 59. BEYOND USABLE Monday, September 30, 13
  • 60. A FINAL THOUGHT Monday, September 30, 13
  • 61. Ethos, or the ethical appeal, means to convince an audience of the author’s credibility or character. Pathos, or the emotional appeal, means to persuade an audience by appealing to their emotions. Logos, or the appeal to logic, means to convince an audience by use of logic or reason. www.phlegyas.com aristotle circa Monday, September 30, 13
  • 62. Monday, September 30, 13
  • 63. kelly@gotomedia.com twitter/skype; go2girl (disclaimer: I don’t tweet often] Monday, September 30, 13