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 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
”” 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 enlightened times, the around with jerks”best way to impress women wasto own a hot car” MAGE: http://500px.com/photo/15008197 -
But...“I remember being in awe of theseas a kid back in the early 80s” MAGE: www.retrothing.com -
But...“Back then people who carriedthem on their shoulders seemedto be screaming for attention” IMAGE: www.friendsreunited.co.uk -
And...“It revolutionized the way peoplecarried their music with them”(not the iPod) IMAGE: http://www.ﬂickr.com/photos/34019036@N05/ -
And...“It revolutionized the way familiesprepared, cooked and ate dinner”(both beneﬁcial and harmful) IMAGE: http://scenteddemented.com/blog/ -
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,simplicity and directness of an object.Emotion was purposely never mentioned... IMAGE: www.artnet.com -
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 -
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 -
A So yes.Design is by deﬁnition emotion-based.“Design, at its most basic level, is aboutrendering objects more desirable.” (Greenhalgh, 1993)
“” 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)
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 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
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
Adopted from Stephen P. Anderson’s consumer needs pyramid
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.
Experience ““ FUN “Contemporary capitalist societies are increasingly preoccupied with “having fun” and with the pursuit of pleasure.” Kotchemidova, 2005
Experience ““ Engagement Creating engagement by focusing not only on beauty, but also on beautiful interactions
Experience ““ Ease of use Improve the ease of use of products, with a focus on emotion
Experience ““ Authenticity Making products that ﬁt people’s real needs (meaningful)
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
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
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... design.However, it is exactly these personal, socialand cultural contexts that emotional designis all about.It is indeed about appropriateness.
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
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 is ‘practice what you preach’.
Personal That is why I will hate this website if my attititude is that I do not like bright, screaming colors.
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.
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.
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).
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.
Urban Digital LifeThe challenge lies in whichscreen presents what and forwhich purpose?
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.
Role for Emotion-Driven Design Support rituals Alter behavior and moodActivities, needs and Enrich the experienceconcerns
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.
Learn to design 4 emotion workshop master classwww.getemocional.com
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