An Emotional Unboxing Experience - Are (Emotional) Designers the Perfect Gift for a World in Change?

AnEmotionalUnboxingExperienceAre (emotional) designers theperfect gift for a world in change?

AnEmotional Keynote presentationUnboxing given at Factor Clave Congreso 30/09/2011Experience Querétaro, MexicoAre (emotional) designers theperfect gift for a world in change?

Twitter: @demaderawww.design-emotion.comwww.susagroup.com Emotional design Experience design Tools & Methods Strategies/ ideation Teaching/ workshops Not design itself

ProductsWebServices Bic, Energizer, Decathlon, Fidelity, KLM, Lenovo, Mars, Microsoft, Toyota, Unilever, Wilkinson....

Story‣

Unboxing‣

The Independent 14/01/2009The ultimate geek porn

“Hardcore” Photo: Swat Blog

“Softcore” Photo: Gadgets & Tech

Unboxing‣the world

Facing economical, ecological and social challenges

Economy‣ The financial crisis creates enormous uncertainty Photo credits: http://www.sxc.hu/pro le/mhein73

“Self-interested pursuit of wealth, whichis the basis of many economies in the West,is not sustainable...” (Dr. Victoria Thoresen) Photo credits: http://www.sxc.hu/pro le/ColinBroug

Ecology‣ Environmental and ecological threats become evident Photo credits: Luis Parades

Ecology‣ Exhaustive: 20% consumes 80% of resources Photo credits: http://www.sxc.hu/pro le/lonniehb Parades

Social‣ Dense population and increase of ‘share’ puts society under pressure Photo credits: Emily Ellison

Global Village‣ Not more challenges, but our connected world increases the impact Photo credits: http://www.sxc.hu/pro le/jeinny

‣ AnxietyDespite unprecedented wealth there is vast insecurity, unrest and dissatisfaction Photo credits: http://www.sxc.hu/pro le/demonteiro

‣ We are the worldWe feel that we are the world. We can shape our world according to our design Photo credits: USA for Africa

‣ We are our stuffThe things that we own often define who we are. We identify with them Photo credits: http://www.sxc.hu/pro le/Moon_Beam

‣ Stuff99% of stuff that is mined, purchased and used ends up on a landfill within 6 months Photo credits: Chris Jordan

‣ ResponsibilityWhy do we feel we need so much stuff? Do designers have a part in this? Photo credits: Tofslie

The world is a challenging gift... facing economical, ecological and social challenges However, we have ‘designed’ our world that way ... and should take our responsibility. How do designers fit in this? Do we have a part inSo... the ‘design’ of the world and can we change it?‣

Unboxing‣the designer

What role does design and the designer have in this world?

Design‣

Why do we design?‣ We love to design and redesign Photo credits: http://www.sxc.hu/pro le/brittahaal

“Our current age sees everything as an object of manufacture,as something which can be got hold of and improved, oraltered, to produce better or more effective outcomes.” (Laurence Paul Hemming) Photo credits: Brankopopvicblog

To meet a need (in a new way, in a better way) To achieve a goal To make a statement. ‣ Purpose We don’t design for the sake of designing, we design for a purpose Photo credits: http://www.sxc.hu/pro le/jeinny

“There are more professions more harmful than industrial design - but only very few” (Victor Papanek, 1984)Design as guilty party Photo credits: Hasse / Tweakers.net

True‣ Decisions that affect future environmental impact are often made in the design phase Photo credits: http://www.ronpatrickstuff.com/

But...‣ Decisions that affect future environmental impact are often made in the design phase! Photo credits: W.I.K. and me

Design in a‣changing world

“Events, threats and opportunities aren’t just coming atus faster or with less predictability... Photo credits: http://www. ickr.com/photos/sierragoddess/

they are converging and influencing each other to create entirely new situations...These first-of-their-kind developmentsrequire unprecedented degrees of creativity. (Capatilising on Complexity / 2010 IBM CEO study) Photo credits: http://www. ickr.com/photos/sierragoddess/

Time to shine‣ It’s design’s time to shine in a challenging world Photo credits:http://www.sxc.hu/pro le/shadowkill

Today, integration, rather than raw technology,has become the pressing problem of our world. This is what designers, above all else, are good at. (Belinda Lanks - Fast Company) Photo credits: Takeoka Mini Car Products Co Ltd

Can design‣save the world?

An ongoing discussion Photo credits: designer-daily.com

I am somewhere‣in the middle

Design can HELP save (or better: change) the world Photo credits: designer-daily.com

‣ A storyDesign for small change with big impacts. (Chappell Ellison - Good.is) Photo credits: 2nd Green Revolution

Plastic bags in supermarkets Photo credits: Gulf News

Small ‘design’ intervention, with a big impact Photo credits: Good.is

‘Small’ actions‣Big impacts?

‣ OLTPCFor one child, world changing Photo credits: RKS Design/ Kor Water

‣ Cachiiing!Fundraising made fun. Everyone a collection box in their hand. For some world changing Photo credits: Designit - Denmark

‣ CheetahProstetic foot. For this person world changing Photo credits: Runnerworld.co.za

‣ KORUse less water bottles. Could be world changing Photo credits: RKS Design/ Kor Water

‣ DisconnectWorld changing ideas and products not always get to the people Photo credits: the nancialdaily.com

Designers‣

Critique‣ There is often critique on designers Photo credits: http://www.sxc.hu/pro le/coscurro

“There are many things wrong with designin our world, but designers, as a group ofpeople, are not the problem... Photo credits: D. Sherwin / Changeorder.typepad.com

... If we can design our way into difficulty, wecan design our way out. What would MacGyver do? Photo credits: MacGyver

Useless product category?Sensitivity to context, relationships andto consequences are key aspects to thetransition from mindless developmentto design mindfulness.” (John Thackara)

Start by‣questioning

‣ Deep EcologyLearn from other disciplines Photo credits: http://www. ickr.com/photos/emonxie/

Deep ecology seeks to develop ecologicalwisdom by focusing on deep experience,deep questioning and deep commitment. Arne Naess (1973) Photo credits: http://www.sxc.hu/pro le/guitargoa

Deep ecology Why do we need this? Can we go without? Why and how Mindful design Design How can we improve this product, service or activity?Deep ecology -vs- Design Photo credits: http://www.sxc.hu/pro le/mzacha

Go deep Work smartMindful‣ Designers as facilitators of change rather than individual object creators Photo credits: http://www. ickr.com/photos/thejoeyway/

Design can be a great gift as long as... Designers understand the impact of their designs They don’t pretend to save the world, but take small steps to assist world change Go deep, question everything. Work smart, go into all the details to get the best solutionSo...‣ Mindful design prevails. Context, relationships, consequences and meaning are always considered

Mindful =‣Meaningful

As mindfulness would indicate empathy and human centeredness... ... mindful has to be meaningful (to others) Photo credits: http://www.sxc.hu/pro le/jeinny

Meaningful‣= Emotional

“Great design (thinking) results in functio-nally and emotionally satisfying solutions /experiences where the emotional value isgenerated through the creation of meaning” (Tim Brown) Photo credits: Whirlwind Wheelchair

Emotional‣design

Emotions, enrich, guide and ennoble lifeThey play a vital role in how we understandour environment, learn and behave

All design is emotional...intended, or unintended. It evokes an emotional response

Some refer to fun as emotional design

‣ FunHow to change behaviour by making things fun

Yes, this is also emotional design

And this... Photo credits: JJaeyoung Ha

And even this Photo credits: http://www.armaghelectrical.com

It’s about emotional impact... Not necessarily only positive!But also... Photo credits: Jennifer Noon Design

Intensify achievement Empower for actionNegative emotions to design richer experiences / Steven Fokkinga (TU Delft) Photo credits: http://www.ics.uci.edu/~eppstein

Emotional design is to design a product orservice with the intention to evoke predefinedemotions. Photo credits: Sexy urinal

Emotional design can assist designers todesign change... ... as it puts people before technology ... and runs on the basis of meaning, mindfulness and empathy.

Emotional design can create the connectionwith a product that is needed... ... to make it more sustainable.

In that sense. Emotional design can be... The way for designers to connect with people in a more profound way A practical method to incorporate experience centeredness into designSo...‣ A way to create sustainibility through connection. The Factor Clave? :-)

Books that may inspire you...

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

‣ Non-verbal self report instrument ‣ 12 animated validated characters‣ PrEmoEmotional experience of products ‣ ‣ Measures low intensity and mixed character www.premo-online.com

Need to know more? marco.vanhout@susagroup.com Twitter: @demadera www.susagroup.com

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An Emotional Unboxing Experience - Are (Emotional) Designers the Perfect Gift for a World in Change?

by Marco van Hout on Oct 05, 2011

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An Emotional Unboxing Experience - Are (Emotional) Designers the Perfect Gift for a World in Change? — Presentation Transcript