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Emotional Design (Duncan Thomas, Pomegranate)

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Presentation by Duncan Thomas, Pomegranate, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

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Emotional Design (Duncan Thomas, Pomegranate)

  1. 1. Emotional Design: Duncan Thomas
  2. 2. 20 Mins of your life: • Digital’s evolution to emotional. • Emotional design framework. • Cases in action.
  3. 3. 1960-80’s Raiding the lost art! 90’s 2000’s 2016> Emotional use in design Height Tech focused Re-emergence of Emotional design
  4. 4. Emotions…
  5. 5. 95% of our decisions are emotional. *Professor Gerald Zaltman So what’s all the fuss about?
  6. 6. So what’s all the fuss about? Emotionally engaged customers x2 more valuable than satisfied. *Harvard Business Review 2016
  7. 7. Commercial Impact Growth Optimisation Differentiation Risk £ Efficiency Opportunity
  8. 8. Transforming our understanding
  9. 9. Adding the real depth of knowledge
  10. 10. Where are we heading?
  11. 11. From lists
  12. 12. Pages
  13. 13. Journeys
  14. 14. Emotional Experiences Experiences
  15. 15. The global emotion detection and recognition market is expected to reach $65 Billion by 2023 Report: Market Research Future 2018 Where next?
  16. 16. The impact of Emotion on design
  17. 17. From transactions to relationships Building the Emotional Design Framework John
  18. 18. Goals not tasks Life Goals End Goals Experience Goals How do I want to feel from this… What do I want to achieve How can it add more meaning
  19. 19. Emotionally connected VisceralExperience Goals I want it / I need it Goals Emotional Design BehaviouralEnd Goals It makes me feel smart ReflectiveLife Goals I can tell stories about it
  20. 20. Emotional Framework Experience Goals Visceral Motivations Visceral Design Hedonics Visual Stimuli System 1 Implicit End Goals Behavioural Motivations Behavioural Design UX Journeys, Interaction & Usability Emotional Usability Life Goals Reflective Motivations Reflective Design Decision Science Brand Persona Storytelling Interviews Workshops TestingAffecting Impact Implement
  21. 21. The practical application
  22. 22. Results in action Bringing new relief to IBS sufferers. Visceral Behavioural Reflective
  23. 23. Anxiety / Trust Medical perceptions Caring, understanding and friendly Visceral Triggers Emotional Framing Motivations Detractors Attractors John: 34 - IBS Suffer Visceral Engagement
  24. 24. 14 Days Anxiety Depth first Happiness Breadth first
  25. 25. Inclusion of humanNon Human 36% Increased CTR ImageryColourShapeMessage Gut Stomach Tummy
  26. 26. Increased Ad CTR by 37% £170k in 6 Mths Trial Uptake 3,500 Conversion to Purchase > 45% • Trial Strategy • Acquisition Strategy • Website • Brand alignment
  27. 27. Results in action Visceral Behavioural Reflective Changing the world for clinical Laboratories.
  28. 28. From Instruments and Technology Solutions and Problem solvers to Behavioural Mind shift
  29. 29. Changing the conversation A new way of interacting
  30. 30. Lab
  31. 31. Global digital comm’s strategy and web roll out 40 Countries Launches Sept 2019 4 Year Change programme across Marketing and Sales Achieved $32m uplift yr2 • Multi Channel Digital overhaul • Communications Strategy • Experiential • Brand Transformation
  32. 32. Results in action Visceral Behavioural Reflective From Product to Protector.
  33. 33. From functional machines Caring Brand partner to Reflective Brand Relationship
  34. 34. Diagnosing reality Customer Pains Customer Service
  35. 35. Reduced CPA from £18.30 to £3.80 = Saving over £1.8m Customer Care Strategy = £3m reatttibuted Reduced redundant calls by over 40% = Saving £1.5m • Multi-channel • Acquisition Strategy • Website • Service Strategy
  36. 36. In Summary…
  37. 37. Pomegranate & Emotional Ignition TM
  38. 38. Thank you all for listening Get in touch at: www.pomegranate.co.uk duncan@pomegranate.co.uk +44 (0)20 7336 7322 Making the journey as exciting as the destination
  39. 39. Emotional Usable Functional
  40. 40. Your turn... Q & A

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