A bit more emotion,a little less emotionalFuture perspectives for emotion-driven designers
Me     Designer/Researcher     SusaGroup     Amsterdam University of Applied     Sciences     The Design & Emotion Society
ChangeConscious      Designer?   The Elephant & The Rider                           The big take away of this metaphore is...
Emergence of.Emotion       in the design discourse.
””      Since 90’s“The face of (product) design is changing”“We can no longer ignore the importantrole that emotions play”
Q      A divorce?This would indicate that previously,functionality and emotion were not in arelationship at all...
But...“In less enlightened times, thebest way to impress women wasto own a hot car”
But... New? Women wised up and realized it was better to buy their own hot cars so they wouldnt have to ride“In less enlig...
But...“I remember being in awe of theseas a kid back in the early 80s”                                    MAGE: www.retrot...
But...“Back then people who carriedthem on their shoulders seemedto be screaming for attention”                           ...
And...“It revolutionized the way peoplecarried their music with them”(not the iPod)                                    IMA...
And...“It revolutionized the way familiesprepared, cooked and ate dinner”(both beneficial and harmful)                     ...
Q       Ha! So......lots of good examples in history toillustrate functional and emotional designs,right?
However...Modernism, which actually shaped theworld as we know it today...... did only emphasize function, honesty,simplic...
But, even...Modernists had a heart.“Here is the machine for resting. I thought of the western cowboy smoking his pipe,his ...
But, even...Modernists had a heart.Despite the modernist rhetoric that has accompanied it, this space was highly sensual a...
A       So yes.Design is by definition emotion-based.“Design, at its most basic level, is aboutrendering objects more desir...
“”       F <> E“I have a taste for austerity and utility, but that’scertainly not to say I have no appetite for pleasure.Q...
Q      But...If functionality and emotion are indeed farfrom mutually exclusive......what made us suddenly focus on it?
Focus on emotion, to improve  1 Purchases                      2 User ExperienceIt became more important to      A new foc...
Purchases1           ““      Distinguish            “Nowadays it is often (even more) difficult            to distinguish ...
Adopted from Stephen P. Anderson’s consumer needs pyramid
Experience 2            “ “ Emotion ≠ UX             Emotion does not equal user experience,             however it is at ...
Experience             ““      FUN             “Contemporary capitalist societies are             increasingly preoccupied...
Experience             ““      Engagement             Creating engagement by focusing not             only on beauty, but ...
Experience             ““      Ease of use             Improve the ease of use of products, with             a focus on em...
Experience             ““      Authenticity             Making products that fit people’s real             needs (meaningful)
The substance of.Emotion                   driven design
Let’s see what Don said             ““             “Did you ever wonder why cheap wine             tastes better in fancy ...
Let’s see what Don says now             ““            “...long-ago I touted the virtues of a            human-centered des...
Q       But...Is that all there is to it?So does/did emotional design fail?
A      No.Norman is right that ‘spectacular’ lookingdesigns do not always fit our own context,but that is as old as well......
PersonalWhen a product benefits our           1   Fit my goalspersonal concerns and context,we will feel positive about it ...
Personal           That is why these will not work, if           my goal is not ‘to live healthy’.
Personal           That is why this website on a.o.           ‘Feng-Shui’ will not appeal to me           if my standard i...
Personal           That is why I will hate this website           if my attititude is that I do not           like bright,...
So...         A        In the case of the Samsung TV set        Norman talked about.        It did not fit his living room,...
Emotion-driven design                  It is about how                  something makes you                  feel.        ...
Emotion-driven design          ‘Steps’          In short it is about                           knowing what makes         ...
Q       But...That’s what I always try to do!?
A   Exactly!
Process   Measure/learn     Understand    Fingerprint   ConceptualiseThe what           The why        The what       The ...
Mindshift              !            With emotional appeal as an intended            outcome, you come up with different   ...
Remember             !           To consider each and every stakeholder           in the user-group.           They all ha...
The future of.Emotion                driven design
Screens          Mobile first?          The statement of mobile first is already          getting outdated in terms of exper...
Urban Digital LifeThe challenge lies in whichscreen presents what and forwhich purpose?
Media façades and urban screens to...
AdvertisingInformationArt, culture and aestheticsEntertainmentAlter (mood, persuasion, ...)Improve customer experiencesCom...
AdvertisingNothing more than an animated billboard
Advertising PotentialUsing the screen to interact with the viewerFitness First add by N=5 >
Communication    Communicate through public screensBiepbeep, Almere. Post tweets on the screen@schermalmere >
Communication PotentialCombine advertising with communicationUpload photo ‘galleryforeveryone.com’ by GoogleChrome and sho...
Communication PotentialCam on one side, screen on the other: Adidas is allin - promotional interactive screen >
Entertainment    Screens can entertain the public through games, or    via mobile interaction or Internet.Virtual rugby at...
Alter    Screens can be used to alter mood, or persuade    people to behave a certain wayInteractive screens react to spee...
AlterScreens can be used to alter mood, or persuadepeople to behave a certain wayMoodwall, Amsterdam >
Ongoing research MoodwallIncrease safety perception through light, color,movement and aesthetic appeal.Moodwall, Amsterdam >
Improve customer experiencesAdding dimensions to the customer experienceTweet Mirror by Nedap >
Necessary activities                                  Optional activities                                  Social activiti...
Personal concerns
UX     The user experience as we knew it moved     away from our home and is now     omnipresent in urban digital life.   ...
Role for Emotion-Driven Design   Support rituals       Alter behavior and moodActivities, needs and   Enrich the experienc...
Role for Emotion-Driven Design             We as UX/ Interaction designers have a         !   responsibility in aligning a...
Finally.Promotion
Tools         measure emotion       PrEmo             LEMtool          LEMstickersProducts/ services   Interfaces/ media  ...
Learn            to design 4 emotion  workshop master classwww.getemocional.com
Since 1999           the Design & Emotion Society                     raises issues           and facilitates dialogue amo...
Oct. 2014                            JOIN US!            www.designandemotion.org
marco.vanhout@susagroup.com                    Twitter: @demaderaThanks!            www.susagroup.com
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A bit more emotion, a little less emotional - future perspectives for emotion-driven designers

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keynote presentation, given at IxDA Oslo meetup April 17 2013.

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A bit more emotion, a little less emotional - future perspectives for emotion-driven designers

  1. 1. A bit more emotion,a little less emotionalFuture perspectives for emotion-driven designers
  2. 2. Me Designer/Researcher SusaGroup Amsterdam University of Applied Sciences The Design & Emotion Society
  3. 3. ChangeConscious Designer? The Elephant & The Rider The big take away of this metaphore is that change can come easily when Elephants and Riders move together. The challenge for the rider is to learn how to engage the elephant and appeal to its emotions.Subconscious User? Jonathan Haidt
  4. 4. Emergence of.Emotion in the design discourse.
  5. 5. ”” Since 90’s“The face of (product) design is changing”“We can no longer ignore the importantrole that emotions play”
  6. 6. Q A divorce?This would indicate that previously,functionality and emotion were not in arelationship at all...
  7. 7. But...“In less enlightened times, thebest way to impress women wasto own a hot car”
  8. 8. But... New? Women wised up and realized it was better to buy their own hot cars so they wouldnt have to ride“In less enlightened times, the around with jerks”best way to impress women wasto own a hot car” MAGE: http://500px.com/photo/15008197 -
  9. 9. But...“I remember being in awe of theseas a kid back in the early 80s” MAGE: www.retrothing.com -
  10. 10. But...“Back then people who carriedthem on their shoulders seemedto be screaming for attention” IMAGE: www.friendsreunited.co.uk -
  11. 11. And...“It revolutionized the way peoplecarried their music with them”(not the iPod) IMAGE: http://www.flickr.com/photos/34019036@N05/ -
  12. 12. And...“It revolutionized the way familiesprepared, cooked and ate dinner”(both beneficial and harmful) IMAGE: http://scenteddemented.com/blog/ -
  13. 13. Q Ha! So......lots of good examples in history toillustrate functional and emotional designs,right?
  14. 14. However...Modernism, which actually shaped theworld as we know it today...... did only emphasize function, honesty,simplicity and directness of an object.Emotion was purposely never mentioned... IMAGE: www.artnet.com -
  15. 15. But, even...Modernists had a heart.“Here is the machine for resting. I thought of the western cowboy smoking his pipe,his feet up above his head, leaning against afireplace: complete restfulness”Le Corbusier IMAGE: purecontemporary.blogs.com  -
  16. 16. But, even...Modernists had a heart.Despite the modernist rhetoric that has accompanied it, this space was highly sensual and was apparently designed for sensorial pleasure. IMAGE: commons.wikimedia.org  -
  17. 17. A So yes.Design is by definition emotion-based.“Design, at its most basic level, is aboutrendering objects more desirable.” (Greenhalgh, 1993)
  18. 18. “” F <> E“I have a taste for austerity and utility, but that’scertainly not to say I have no appetite for pleasure.Quite the contrary. I firmly believe that plain, simplethings are superior to flashy, complicated ones,precisely because ultimately they are morepleasurable.” (Terence Conran, 1985)
  19. 19. Q But...If functionality and emotion are indeed farfrom mutually exclusive......what made us suddenly focus on it?
  20. 20. Focus on emotion, to improve 1 Purchases 2 User ExperienceIt became more important to A new focus on users, andmake a difference on different proving a more pleasurable userconsumer needs-levels in order experience, automaticallyto influence purchase decisions indicated an important role for emotions
  21. 21. Purchases1 ““ Distinguish “Nowadays it is often (even more) difficult to distinguish products on the basis of their technological functioning or quality. Consequently, emotional responses to consumer products are often a decisive factor in purchase decisions.” Desmet, 2006
  22. 22. Adopted from Stephen P. Anderson’s consumer needs pyramid
  23. 23. Experience 2 “ “ Emotion ≠ UX Emotion does not equal user experience, however it is at its core: they shape the experience by being either positive or negative or a mix of both.
  24. 24. Experience ““ FUN “Contemporary capitalist societies are increasingly preoccupied with “having fun” and with the pursuit of pleasure.” Kotchemidova, 2005
  25. 25. Experience ““ Engagement Creating engagement by focusing not only on beauty, but also on beautiful interactions
  26. 26. Experience ““ Ease of use Improve the ease of use of products, with a focus on emotion
  27. 27. Experience ““ Authenticity Making products that fit people’s real needs (meaningful)
  28. 28. The substance of.Emotion driven design
  29. 29. Let’s see what Don said ““ “Did you ever wonder why cheap wine tastes better in fancy glasses? Why sales of Macintosh computers soared when Apple introduced the colorful iMac? New research on emotion and cognition has shown that attractive things really do work better.” Donald Norman, 2004
  30. 30. Let’s see what Don says now ““ “...long-ago I touted the virtues of a human-centered design, one that takes real needs of people into account. Yes, people have emotional needs, and aesthetic pleasure is a good thing. But lets take another look at how these new devices add to our aesthetic pleasure: they fail miserably.” Donald Norman, 2012
  31. 31. Q But...Is that all there is to it?So does/did emotional design fail?
  32. 32. A No.Norman is right that ‘spectacular’ lookingdesigns do not always fit our own context,but that is as old as well... design.However, it is exactly these personal, socialand cultural contexts that emotional designis all about.It is indeed about appropriateness.
  33. 33. PersonalWhen a product benefits our 1 Fit my goalspersonal concerns and context,we will feel positive about it and 2 Fit my standardswhen it harms them, negative. 3 Fit my attitudes
  34. 34. Personal That is why these will not work, if my goal is not ‘to live healthy’.
  35. 35. Personal That is why this website on a.o. ‘Feng-Shui’ will not appeal to me if my standard is ‘practice what you preach’.
  36. 36. Personal That is why I will hate this website if my attititude is that I do not like bright, screaming colors.
  37. 37. So... A In the case of the Samsung TV set Norman talked about. It did not fit his living room, because he felt it did not. It would not meet his personal concerns.
  38. 38. Emotion-driven design It is about how something makes you feel. And therefore any well executed user-focused design has an emotional design in it.
  39. 39. Emotion-driven design ‘Steps’ In short it is about knowing what makes your audience click, 1 Research deciding what you would like to evoke, 2 Strategy and making sure that your product (the rider) 3 Creativity benefits the concerns of its user (the elephant).
  40. 40. Q But...That’s what I always try to do!?
  41. 41. A Exactly!
  42. 42. Process Measure/learn Understand Fingerprint ConceptualiseThe what The why The what The how
  43. 43. Mindshift ! With emotional appeal as an intended outcome, you come up with different designs. These designs will create meaning by benefitting your user’s concerns.
  44. 44. Remember ! To consider each and every stakeholder in the user-group. They all have concerns that need to be aligned in your solution.
  45. 45. The future of.Emotion driven design
  46. 46. Screens Mobile first? The statement of mobile first is already getting outdated in terms of experience. Urban digital life includes public screens, personal screens and more and more interfaces inbetween.
  47. 47. Urban Digital LifeThe challenge lies in whichscreen presents what and forwhich purpose?
  48. 48. Media façades and urban screens to...
  49. 49. AdvertisingInformationArt, culture and aestheticsEntertainmentAlter (mood, persuasion, ...)Improve customer experiencesCommunicationParticipation
  50. 50. AdvertisingNothing more than an animated billboard
  51. 51. Advertising PotentialUsing the screen to interact with the viewerFitness First add by N=5 >
  52. 52. Communication Communicate through public screensBiepbeep, Almere. Post tweets on the screen@schermalmere >
  53. 53. Communication PotentialCombine advertising with communicationUpload photo ‘galleryforeveryone.com’ by GoogleChrome and shown on Times Square >
  54. 54. Communication PotentialCam on one side, screen on the other: Adidas is allin - promotional interactive screen >
  55. 55. Entertainment Screens can entertain the public through games, or via mobile interaction or Internet.Virtual rugby at BBC Big Screen in Liverpool >
  56. 56. Alter Screens can be used to alter mood, or persuade people to behave a certain wayInteractive screens react to speedby Electroland (LA, VS) >
  57. 57. AlterScreens can be used to alter mood, or persuadepeople to behave a certain wayMoodwall, Amsterdam >
  58. 58. Ongoing research MoodwallIncrease safety perception through light, color,movement and aesthetic appeal.Moodwall, Amsterdam >
  59. 59. Improve customer experiencesAdding dimensions to the customer experienceTweet Mirror by Nedap >
  60. 60. Necessary activities Optional activities Social activitiesActivities in public spaces (Gehl, 1971)
  61. 61. Personal concerns
  62. 62. UX The user experience as we knew it moved away from our home and is now omnipresent in urban digital life. For us UX designers this means we need to move outside as well. Consider the complete urban space as your playground and working field.
  63. 63. Role for Emotion-Driven Design Support rituals Alter behavior and moodActivities, needs and Enrich the experienceconcerns
  64. 64. Role for Emotion-Driven Design We as UX/ Interaction designers have a ! responsibility in aligning all screen experiences out there. A focus on emotion will help you because of its importance for experience in general and its cross-contextual character.
  65. 65. Finally.Promotion
  66. 66. Tools measure emotion PrEmo LEMtool LEMstickersProducts/ services Interfaces/ media Focus groups/ sessionswww.premotool.com www.lemtool.com
  67. 67. Learn to design 4 emotion workshop master classwww.getemocional.com
  68. 68. Since 1999 the Design & Emotion Society raises issues and facilitates dialogue among practitioners, researchers, and industry in order to integrate salient themes of emotional experience into the design profession. www.designandemotion.org
  69. 69. Oct. 2014 JOIN US! www.designandemotion.org
  70. 70. marco.vanhout@susagroup.com Twitter: @demaderaThanks! www.susagroup.com

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