Emotion driven design
Lillian Ayla Ersoy @lillaylaux
For every design action,
there is an emotional reaction.
½
What is emotional design?
Emotional design revolves around our
needs as humans to bond and create a
connection between man and machine.
When you have two similar coffee products,
emotional design is what makes you makes
you choose one over the other.
”Designing an interface to be usable is
like a chef creating edible food.”
Aaron Walters, Design for emotion
“Emotional design is not about nice-to-have warm fuzzy
experiences, it’s central to daily life and the decision-
making pr...
MASLOW’S HEIRARCHY – HUMAN NEEDS
PHYSIOLOGICAL
SAFETY
LOVE/ BELONGING
SELF-ESTEEM
SELF-
ACTUALIZATION
DESIGN HEIRARCHY OF HUMAN NEEDS
FUNCTIONAL
RELIABLE
USABLE
PROFICIENCY
CREATIVITY
PLEASURABLE
¨ Attractive things work better ¨ 
- Don Norman
APPEARANCE
The Visceral Level

Initial impact, touch and feel
Gets us excited and curious
USABILITY
The Behavioral Level

How things work with relevant "
functions that fulfills needs
IMPACT
The Reflective Level (Long term)

Personal satisfaction, self image.
Meaning of a product and 
whether its worth re...
Appearance Usability Impact
The Visceral Level The Behavioral Level The Reflective Level
EMOTIONAL GOALS
Our designs should be:
APPEALING
Grab attention
PLEASURABLE
Have fun
MEMORABLE
Build a relationship
EFFECTIVE
Guide the us...
Design I I Emotion
Motivation
What causes us to go from a passive
¨browsing¨ state to an active ¨doing¨state?
The protective frame
The protective frame
= Lets us focus on the object without distractions
Motivation
Book:This is service design thinking
Making the functional emotional
This carafe is not just a carafe.
Meet BOO
Great design awakens the senses and
takes the experience to the next level,
beyond the unexpected.
So how can we apply this to our projects?
A sense of belonging
Stimulating visualization
Dare to stand out from the crowd
Are these two different brands?
Know your audience
Reflective and social
Seduction
Gamification
Do you see the difference?
Engaging and relevant
Exciting
Attention to detail
Human-like interactions
Jumping icons
Shaking icons
Embodiment – the 3 dots
Telling or guiding
Storytelling
Personality
When something goes wrong
“Emotional design is your insurance to maintain
audience trust when things aren’t going your way”
Aaron Walter, Design for...
So… how can we make this happen?
Emotional mapping
Picture:Kissmetrics.com
Collaboration
Foundation of good design
Dynamic journey mapping
Picture:Kissmetrics.com
Emotional design turns casual users into fanatics,
ready to tell others about their positive experience.
– Aarron Walter
Stop focusing on what the digital product is.
Start focusing on the impact it leaves on the consumer.
Lillian Ayla Ersoy
Tweets @ lillaylaux
lillian.ersoy@bekk.no
RESOURCES AND FURTHER READING
§  Design for Emotion - Aaron Walter
§  This is Service Design Thinking - Marc Stickdorn, ...
RESOURCES AND FURTHER READING
§  Design and Emotion Conference:
http://www.dande2012.com/
§  Design and Emotion Society:...
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
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Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
Emotion Driven Design
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Emotion Driven Design

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Are we getting the intended emotional response we set out to achieve? In this seminar, we explore the powerful effects of emotion-driven design on human behavior.

Our decisions are based off of 10% logic and 90% emotion. Reversal Theory helps us understand how we constantly change from being «goal focused» to «explorative» and how we need to design for both of these states of mind.

Through methods and examples, we gain a greater understanding for how we create engaging experiences and long term commitments by focusing on emotional design.

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  • -It takes less than half a second for an online visitor to form an opinion about your brand.

    How can we make an impact in that ½ a second that creates an lasting impression?
  • physiological needs as humans to emote and bond.

    connection between man and machine.

    there’s a person, not a machine at the other end of the connection”
  • Taking coffee to the next step, forming an image and lifestyle around your coffee machine. – whole experience of buying coffee
  • “Designing an interface to be usable is like a chef creating edible food.”

    pleasurable or memorable experience.

    Creating a user experience that’s purely usable isn’t enough.

    As users, we desire personality with our interactions.

    Personality is the way we connect with one another.

    Products and services should be designed more like people with personalities than objects. Designing for emotion can create bonds with our targeted users, which ultimately gains their trust and has them coming back for more.

  • ¨Attractive things work better¨

    Makes problemsolving easier

    Attractive products trigger creativity and expand our mental processers, makings us more tolerant of minor difficulties.
  • What do they want and how can we switch our users motivation from being passive to intrinsically motivated
    Reversal theory
  • Humans are very complicated:
    Sometimes there is a contradiction:
    What people say is one thing; what they do another

    Most of our decisions are driven by some form of emotion than rational thinking. True for even the most logical people.
    Cannot do lab testing, must be in real situations to reflect actual behaviour.
  • Digital experiences: we can switch at any moment between goal-focused and activity-focused behaviour. 
    To design meaningful interaction we need to consider both our activities and the goals we may wish to complete as a dynamic relationship that is in a constant state of flux.

    It helps us introduce activity as a vital ingredient in the design process which can often be negated or avoided because of the over emphasis on defining ‘goal-driven behavior’

    We have switched (REVERSED) from one state to another.
    We reverse / switch between meta-motivational states which directly effects arousal and therefor behaviour.

    Removal of our sense of control can be very distructive , we tend not to like it unless we allow it .



  • We also need to take into consideration the state of mind the user is in.
    Serious or playful state = Cognitive synergy: Incompatible characteristics joined together to produce alternativ outcome:
    Example: Scared in horror movie coverted to good emotions in playful state



  • Trust and the emotional experience here is VITAL to cause a user to reverse motivational state from passive to active. Cues and frustration and nudge you back into a TELIC state. More likely to abandon. The simpler and æsthetically pleasing, the easier it is to reverse and complete the task.
  • INTERNAL DESIGN GOALS
    Before you get started on anything, ask yourself what your own goals are. This does not mean you should put yourself at the center of attention for the rest of the process, but it is important to know what image you want to communicate, what your values and visions are, and how you want others to see you.
  • Quality products take time and care to make. Websites are not just websites anymore, but they are constantly forced into tight deadlines because they are digital. I’m BOO from Norway Says and MUUTO
  • Asked people through service design, what there emotions, and followed people clubbing.

    Designed a touch bar disk that you could press to indicate you are the next in line
    Played games, so you could interact with others while you waiting
  • We will go through 20 different elements in design that can take our designs from usable to emotional.
  • Curiosity
    Viusally appealing
    Pattern recognition
  • Sell a lifestyle –cater to women that want high quality and feel a bit different
  • Momondo vs. FINN Reise
  • Use human like features to become recognizable
  • Next or get started on a buttons
  • Next or get started on a buttons
  • Next or get started on a buttons
  • A good laugh or even a little smile can break the ice and make people feel comfortable,
    Mailchimp: Freddie as a friendly mascot who “welcomes users and makes them feel at home.” Freddie perfectly mirrors the brand’s traits, such as trustworthiness, simplicity and informality, without making the whole website look goofy. The mascot works because Freddie cracks jokes that “you can share with your mama,” but at the same time he never gets in the way of your workflow. This is important. Humor can get people involved, but it should never annoy visitors.


    Have you tried MailChimp? It's a cool service to send gazillions of emails to your clients. A pretty boring task normally, but what makes MailChimp interesting is their branding.
  • At some point you have down time or human error, etc., and this obviously does not like users.

    But! When you have a positive emotional connection with users, then it is much more likely to forgive and continue to use and love the system. When an error occurs, the response of users to be based on how their relationship to the system already. If you already have a good emotional relationship and so tackling failure to communicate calm and honest, and have updates ("We're working as hard as we can!"), Insurance and regrets, one can largely calm negative emotions and turning them back to the positive.

    Digital interactions that actually cause us to leave out of frustration. Give up since you are not getting the information you want.
    The more time we spend, the more we invest
    Our emotional felings amplify when we connect on a deeper level. Why we should use gamification and emotional design principes to make more engaging

    NATURAL ABONDONMENT: when you can leave because you feel you have done what you need to do – CONTROL back in the hands of the user.
    Example – prosess - can leave and come back. Saved information

    Unfortunately, we are still forcing too many people to abandon digital experiences because the investment in the surface level, and more importantly the understanding of what is meaningful to the audience at this level has not received appropriate investment in time and effort.  The consequence is ‘forced’ abandonment and represents a massive commercial risk.

    = RECOVERY SERVICE
    Happens when a service or product breaks. A way a company can really show they care about their customers!
    Brand reputation goes up. Increased Customer Loyalty


  • Take for instance a TV spot called “Smiles” we created for Volkswagen that debuted around the presidential debates to lighten the vitriolic mood.

    It featured one of the most effective ways to create comfort.

    It showed a series of clips of real people laughing uncontrollably in order from infant, to child, to adult, to elder without a single word or car, ending on the logo and line: "It’s not the miles, it’s how you live them."
  • Emotion Driven Design

    1. 1. Emotion driven design Lillian Ayla Ersoy @lillaylaux
    2. 2. For every design action, there is an emotional reaction.
    3. 3. ½
    4. 4. What is emotional design?
    5. 5. Emotional design revolves around our needs as humans to bond and create a connection between man and machine.
    6. 6. When you have two similar coffee products, emotional design is what makes you makes you choose one over the other.
    7. 7. ”Designing an interface to be usable is like a chef creating edible food.” Aaron Walters, Design for emotion
    8. 8. “Emotional design is not about nice-to-have warm fuzzy experiences, it’s central to daily life and the decision- making process for consumers. The more effectively we can apply emotional design in our site, the better conversion rates and sales will be.” Aaron Walter, Design for emotion
    9. 9. MASLOW’S HEIRARCHY – HUMAN NEEDS PHYSIOLOGICAL SAFETY LOVE/ BELONGING SELF-ESTEEM SELF- ACTUALIZATION
    10. 10. DESIGN HEIRARCHY OF HUMAN NEEDS FUNCTIONAL RELIABLE USABLE PROFICIENCY CREATIVITY PLEASURABLE
    11. 11. ¨ Attractive things work better ¨ - Don Norman
    12. 12. APPEARANCE The Visceral Level Initial impact, touch and feel Gets us excited and curious
    13. 13. USABILITY The Behavioral Level How things work with relevant " functions that fulfills needs
    14. 14. IMPACT The Reflective Level (Long term) Personal satisfaction, self image. Meaning of a product and whether its worth remembering
    15. 15. Appearance Usability Impact The Visceral Level The Behavioral Level The Reflective Level EMOTIONAL GOALS
    16. 16. Our designs should be: APPEALING Grab attention PLEASURABLE Have fun MEMORABLE Build a relationship EFFECTIVE Guide the user The Emotional Design Scale
    17. 17. Design I I Emotion Motivation
    18. 18. What causes us to go from a passive ¨browsing¨ state to an active ¨doing¨state?
    19. 19. The protective frame
    20. 20. The protective frame = Lets us focus on the object without distractions
    21. 21. Motivation Book:This is service design thinking
    22. 22. Making the functional emotional
    23. 23. This carafe is not just a carafe. Meet BOO
    24. 24. Great design awakens the senses and takes the experience to the next level, beyond the unexpected.
    25. 25. So how can we apply this to our projects?
    26. 26. A sense of belonging
    27. 27. Stimulating visualization
    28. 28. Dare to stand out from the crowd
    29. 29. Are these two different brands?
    30. 30. Know your audience
    31. 31. Reflective and social
    32. 32. Seduction
    33. 33. Gamification
    34. 34. Do you see the difference?
    35. 35. Engaging and relevant
    36. 36. Exciting
    37. 37. Attention to detail
    38. 38. Human-like interactions
    39. 39. Jumping icons
    40. 40. Shaking icons
    41. 41. Embodiment – the 3 dots
    42. 42. Telling or guiding
    43. 43. Storytelling
    44. 44. Personality
    45. 45. When something goes wrong
    46. 46. “Emotional design is your insurance to maintain audience trust when things aren’t going your way” Aaron Walter, Design for emotion
    47. 47. So… how can we make this happen?
    48. 48. Emotional mapping Picture:Kissmetrics.com
    49. 49. Collaboration Foundation of good design
    50. 50. Dynamic journey mapping
    51. 51. Picture:Kissmetrics.com
    52. 52. Emotional design turns casual users into fanatics, ready to tell others about their positive experience. – Aarron Walter
    53. 53. Stop focusing on what the digital product is. Start focusing on the impact it leaves on the consumer.
    54. 54. Lillian Ayla Ersoy Tweets @ lillaylaux lillian.ersoy@bekk.no
    55. 55. RESOURCES AND FURTHER READING §  Design for Emotion - Aaron Walter §  This is Service Design Thinking - Marc Stickdorn, Jakob Schneider and co-authors §  Stephen Anderson - Seductive design §  Don Norman - Emotional Design: Why we love (or hate) everyday things §  Michael Apter - Reversal Theory: The Dynamics of Motivation, Emotion and Personality (2007) §  Sabina Idler - Not just pretty: Building emotion into your websites http://uxdesign.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/ §  Tad Fry - Design with dissonance http://uxdesign.smashingmagazine.com/2011/10/13/design-with-dissonance/ §  The evolutionary stability of a bi-stable system of emotions and motivations in species with an open-ended capacity for learning http://wiki.omega-research.org/The_evolutionary_stability_of_a_bi- stable_system_of_emotions_and_motivations_in_species_with_an_open-ended_capacity_for_learning
    56. 56. RESOURCES AND FURTHER READING §  Design and Emotion Conference: http://www.dande2012.com/ §  Design and Emotion Society: http://www.designandemotion.org/ §  Researching meaning: Making sense of behaviour Simon Norris http://www.nomensa.com/blog/2012/researching-meaning-making-sense-of-behaviour/ §  Heineken Club Concept. InSites Consulting http://blog.insites.eu/2012/09/20/our-heineken-concept-club-community-wins-best-presentation-award/ §  http://littlebigdetails.com/ §  http://designandemotion.org/blog/2011/07/29/getting-emotional-with-jeroen-van-erp/ §  https://social.ogilvy.com/why-edible-isn%E2%80%99t-good-enough-the-importance-of-emotional-design/ §  http://www.fortune3.com/blog/2012/03/web-design-study-first-impressions/
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