Emotional Design by Joely Gardner - pcSC Session 18

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Emotional Design by Joely Gardner - pcSC Session 18

  1. 1. Emotional Design Joely Gardner, PhD Product Camp 2-27-10 1
  2. 2. Agenda 1. Why bother with it? 2. What is Emotional Design? 3. How do you create emotional designs? 4. Examples 5. Group discussion of challenges and solutions 6. Resources 2
  3. 3. Monetary value of emotions “The customer rarely buys what the company is selling him.” Peter Drucker 3
  4. 4. The challenge… ! So, in Emotional Design, I don’t give rules. The rules and practical advice are in Chapter 8. Unfortunately, right now, the book only has seven chapters. ! Designing pleasurable, enjoyable products is hard. That’s why it is a wonderful challenge – and so much fun. http://www.design-emotion.com/2004/12/15/getting-emotional-with- donald-norman/ 5
  5. 5. Norman on emotions ! "To the practitioner of human centered design, serving customers means ! relieving them of frustration ! of confusion ! of a sense of helplessness ! Make them feel in control ! and empowered” 8
  6. 6. Plutchik’s Basic Emotions Basic emotions Joy Trust Fear Surprise Sadness Disgust Anger Anticipation 10
  7. 7. PrEmo emotions Pleasant emotions Unpleasant emotions Desire Indignation Pleasant surprise Contempt Inspiration Disgust Amusement Unpleasant surprise Admiration Dissatisfaction Satisfaction Disappointment Fascination Boredom http://studiolab.io.tudelft.nl/desmet/premo 11
  8. 8. But HOW do I do it? 12
  9. 9. A rare glimpse inside the brain How do we know this? 13
  10. 10. Emotions vs. Cognition fMRI validates that emotion and cognition contribute to the control of thought and behavior conjointly and equally. Khalid and Helander “Customer Emotional Needs in Product Design” Concurrent Engineering, 2006; 14;197 14
  11. 11. Left-Right Conflict Say the COLOR not the word: Black Blue Yellow Green 15 15
  12. 12. Engage the Left Brain ! Why? ! What are the benefits? ! Compare A to B ! What happens when... 16
  13. 13. Engage the Right Brain ! How did you feel about that? ! What was the experience like? ! Tell me more about that. ! Frustrations? ! Best of all possible worlds vs. worst nightmare? 17
  14. 14. Use the language of emotion ! What would you want to see that would make you feel you can “trust” this product? ! REINFORCE desired behavior 18
  15. 15. What tools access emotions? Open-ended questions Researcher’s response to context: ! Body language (“You look …”) ! Emotional tone (“You sound…”) ! Use of words (negative vs. positive) ! Sighs (wishes) ! Eye blinks (signifies confusion or discomfort) 19
  16. 16. The secret is to “operationalize” the desired feeling 20
  17. 17. Designing products 21
  18. 18. Norman on great products ! “If you want a successful product, test and revise. If you want a great product, one that can change the world, let it be driven by someone with a clear vision. The latter presents more financial risk, but it is the only path to greatness.” 23
  19. 19. Product Design: Economics vs. Hedonomics* iPod • Marketed late • Costs more • Best selling MP3 player Why? “Hedonomics!” • Easy to use • Aesthetically appealing • It’s “cool.” It “feels good.” * Greek: eco/oikos (household); nomos (law); hedo (pleasure) 24
  20. 20. Flip Video Designs 26
  21. 21. Designing websites 27
  22. 22. What emotion does this address? 28
  23. 23. Emotional messages? http://www.schwans.com/ #1 in website conversions, August 2009 – MARKETCHARTS.COM 29
  24. 24. Emotional appeal of a pop-up 30
  25. 25. Designing a service 31
  26. 26. NetFlix 32
  27. 27. Resources ! www.humaine.net ! http://www.ted.com/ (Technology, Education, Design) ! http://www.springerlink.com/content/8m620712861m0560/ - Article: “Emotional Design; Application of a Research- Based Design Approach” Journal: Knowledge, Technology & Policy, September 2007 ! http://www.delmarresearch.com/ -- Bean’s Notes on Customer Experience Advantage ! http://www.designingforhumans.com/idsa/ ! http://www.designverb.com/ 33
  28. 28. Humaine.net 34
  29. 29. http://studiolab.io.tudelft.nl/ 35
  30. 30. PrEmo (Product Emotion Measurement Instrument) 36
  31. 31. For a complimentary discussion, contact: Joely Gardner, PhD Human Factors Research 760.510.1166 www.HumanFactorsResearch.com joely.gardner@humanfr.com 37

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