The document discusses how to incorporate human experiences into product development, emphasizing the importance of understanding emotions in design. It introduces tools and frameworks, such as the 'energy graph' for mapping feelings and Don Norman's levels of emotional design. The call to action encourages individuals to draw on personal experiences to enhance the work process.

1. How to bring human experiences
into your work.
Gin Atkins, Head of Product
@ginatkins

2. We know people are at the core of what we
do. Yet, our best developers, designers, and
product managers are rarely able to talk about
people with as much confidence and nuance as
they talk about ruby, typefaces or commercial
strategy.
@ginatkins

3. @ginatkins

4. @ginatkins

5. @ginatkins

6. @ginatkins

7. @ginatkins

8. 1) A tool to help us think and talk
2) A framework to help us document
3) A call to action to help us get better
@ginatkins

9. 1) The tool
@ginatkins

10. H
L
+-
@ginatkins
Energy graph
- Used in acting
- A spectrum of experience
- Paul Currie
Lightstream Entertainment

11. H
L
+-
@ginatkins
Energy graph
- Used in acting
- A spectrum of experience
- Paul Currie
Lightstream Entertainment
Angry Excited
PeacefulSad

12. H
L
+-
@ginatkins
Energy graph
- Used in acting
- A spectrum of experience
- Paul Currie
Lightstream Entertainment
Amped
Chuffed
Depressed
Cranky

13. H
L
+-
Using numbers, after each
music track you hear,
mark on the graph how it
made you feel.
@ginatkins

14. Compare your graphs
with the people at
your table.
- Where do you differ?
- Where do you align?
- Listen to the language.
@ginatkins

15. 1)
2)
3)
4)
5)
The Circle of Life, The Lion King soundtrack
Gobbledigook, Sigur Ros
Monsters Books and Boggarts, HP soundtrack
Pitbull Terrier, Die Antwood
Walkaway, Meet Jo Black
Tracks
@ginatkins

16. 2) The framework
@ginatkins

17. @ginatkins
Don Norman’s 3 Levels of [Emotional] Design
Functional
The aesthetic - how it
looks and makes us
feel when we first
engage with it.
The experience of the
product in use. We
often think of this level
when we think of user
experience.
The rationalization
and intellectualization
of a product. Does it
appeal to my self-
image, to my pride?
@ginatkins
Visceral Behavioural Reflective
Beautiful, sleek, great,
clean, gross, ugly
Simple, clear, complex,
annoying, confusing
Cool, shmick, bogan,
woke, fab

18. Source: https://jtbd.info/replacing-the-user-story-with-the-job-story-af7cdee10c27 @ginatkins
User Story

19. Source: https://jtbd.info/replacing-the-user-story-with-the-job-story-af7cdee10c27 @ginatkins
User Story Jobs To Be Done

20. @ginatkins
JTBD
Functional Emotional
When I’m listening to music
I want a device that holds all my music
So I can listen to anything at any time.
When I’m listening to music
I want to feel
@ginatkins
JTBD
Functional Emotional
When I’m listening to music
I want a device that holds all my
music
So I can listen to anything at
any time
When I’m listening to music
I want a device that looks good
So I feel as cool as the artists I’m
listening to

21. @ginatkins
JTBD
Functional Emotional
Both released in 2001

22. @ginatkins
JTBD
Functional Emotional

23. @ginatkins
JTBD
Functional Emotional

24. @ginatkins
JTBD
Functional Emotional

25. @ginatkins
JTBD
@ginatkins
JTBD
What is the functional JTBD? What is the emotional JTBD?
- Visceral
- Behavioural
- Reflective
- Other?

26. 3) The call to action
@ginatkins

27. @ginatkins
Draw on your own experience
Internal | Emic : From within the social group, from the
perspective of the subject.
External | Etic : From outside, from the perspective of
the observer.

28. This is us!
@ginatkins
Draw on your own experience
Internal | Emic : From within the social group, from the
perspective of the subject.
!
"
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