Designing for Emotion

Design 101 Jason Putorti Lead Designer, mint.com Follow me @novaurora Monday, November 2, 2009

Monday, November 2, 2009

What is design? Monday, November 2, 2009

Design isn’t decoration Monday, November 2, 2009

“What is design? It begins with ideas--ideas based in purpose. It requires a plan or a process. It yields innovation, invention or creation. It is successful if it elicits response--attention, desire, interaction or purchase.” Joe Duffy Monday, November 2, 2009

Design is communication Monday, November 2, 2009

Design is a process Monday, November 2, 2009

Why Design Matters Monday, November 2, 2009

Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Monday, November 2, 2009

Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Putting consumers and the product at the center of the equation is fundamental to a brand's success. Monday, November 2, 2009

“[Design is] proof of a company's commitment to people and to innovation.” Marc Gobé Monday, November 2, 2009

Early adopter love Monday, November 2, 2009

"Design is the message. It helps us communicate our strong point of difference. What you say is not as believable as what you show." Stig Gustavson Monday, November 2, 2009

We’re in an emotional economy Monday, November 2, 2009

People act on emotion Monday, November 2, 2009

Then back it up with reasoning (maybe) Monday, November 2, 2009

Design is a tool to affect emotion Monday, November 2, 2009

“A relevant and well-designed product will make its way into the world, will be spun across the blogosphere, will be sought after and endorsed in the most emotional fashion as a reward. Monday, November 2, 2009

“A relevant and well-designed product will make its way into the world, will be spun across the blogosphere, will be sought after and endorsed in the most emotional fashion as a reward. In an emotional economy, success is judged by a profound and indelible connection with people through sensory experiences. Monday, November 2, 2009

By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations. Monday, November 2, 2009

By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations. No amount of money can buy the media to ﬁx a boring product, no PR message will work once you lose that trust. Monday, November 2, 2009

By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations. No amount of money can buy the media to ﬁx a boring product, no PR message will work once you lose that trust. The best brands of all jam with their consumers to invent and imagine ideas designed for the future.” Marc Gobé Author of Emotional Branding Monday, November 2, 2009

Emotion brand Monday, November 2, 2009

A brand is not your name Monday, November 2, 2009

A brand is not your logo Monday, November 2, 2009

A brand is a personality Monday, November 2, 2009

Brand is how you feel Monday, November 2, 2009

P O W E R E D b y S E R V I C E™ Monday, November 2, 2009

How can I apply all this to my startup? Monday, November 2, 2009

Trust is an emotion, affected with design Monday, November 2, 2009

Create a relationship through interactions Monday, November 2, 2009

Evoke emotion by being unforgettable Monday, November 2, 2009

Every interaction is + or – to brand Monday, November 2, 2009

Shipping upgrade from Zappos +1 Monday, November 2, 2009

“Tell your friends” email –5 Monday, November 2, 2009

US Airways lost my bags –50 Monday, November 2, 2009

First Mover Advantage Monday, November 2, 2009

Design wins Monday, November 2, 2009

Match the aspirations of your users Monday, November 2, 2009

How mint.com did it Monday, November 2, 2009

Engineering-ﬁrst Monday, November 2, 2009

Design-ﬁrst Monday, November 2, 2009

A designer shouldn’t ‘skin’ the interface Monday, November 2, 2009

A designer shouldn’t ‘skin’ the interface A designer should solve the problem Monday, November 2, 2009

Be the opposite of the competition Monday, November 2, 2009

Them Us Colors Red Green Imagery Stock art of It’s the product, people stupid Features Lots, Simple, complex UX automatic Lots of steps, Setup < 5 minutes friction Products 11 1 Monday, November 2, 2009

Design for tasks Monday, November 2, 2009

Is it good for the user? Monday, November 2, 2009

Make experience delightful Monday, November 2, 2009

Show important info hide the rest Monday, November 2, 2009

Get away from the computer Monday, November 2, 2009

Our Big Problem Monday, November 2, 2009

I need your bank passwords. Trust me. Monday, November 2, 2009

Solution: Be beautiful Monday, November 2, 2009

Don’t apologize for it Monday, November 2, 2009

Don’t think of an elephant Monday, November 2, 2009

Make it a beneﬁt Monday, November 2, 2009

Be approachable Monday, November 2, 2009

Overwhelming return Monday, November 2, 2009

Delight the user when they’ve done what you want Monday, November 2, 2009

We focused on experience start to ﬁnish Monday, November 2, 2009

Q&A Monday, November 2, 2009

Designing for Emotion

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Notes on slide 1

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