Dit verhaal over emotional design is door onze ontwerper Flin Nortier gepresenteerd tijdens Design by Fire Cafe op 20 jan. Zijn eerdere artikel over dit onderwerp is te vinden op The Next Web: http://thenextweb.com/dd/2013/08/23/more-impact-through-emotional-design/

1. Emotional design
Ontwerpen voor emoties in de eindgebruiker
Flin Nortier

2. Wij zijn de toekomst van de
expressiviteit van
organisaties. Deze zal meer en
meer digitaal worden.

3. Interaction design

4. Interaction design
Concept
image: Koos Looijesteijn

5. Interaction design
Wireframes
Concept
image: Koos Looijesteijn

6. Interaction design
Wireframes
Graphic design +
copywriting

7. Interaction design
Graphic design +
copywriting
Programming

8. Interaction design
design
decisions
Concept
Wireframes
Graphic design
+ copy writing
Programming

9. De blinde vlek
•
Van functie naar ervaring
Functionele behoeften vervullen
Emotionele behoeften vervullen

10. Functionele behoeften
End users:
•
„I need a way to record audio”
•
„I need to buy this product”
•
„I need an overview of the creative industry in
Amsterdam”

11. Emotionele behoeften
End users:
•
„I need to feel safe”
•
„I want to feel loved”
•
„I want to feel like a rich person”

12. Emotionele behoeften
•
Basic human needs are pretty easy to predict
But emotions can be tricky:
•
Emotions are often complex and layered!
„Sad & hopeful”/„happy & surprised”/„grief & joy”
•
They can be hidden or latent

13. Source: Plutchik, R. (2003)

14. Emotioneel ontwerp
voorbeelden
Flitsmeister

15. Emotioneel ontwerp
voorbeelden
or?
Thriffty
Uber

16. Experience design
wat is het?
Jared Spool zegt:
Aspired experience
Current experience

17. Experience design
waarom (financieel)?
Pine & Gilmore zeggen:

18. Experience design
Hoe?
image: customerexperienceplanning.com

19. Ontbrekende stap in
proces: boodschap
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
Model created by: Flin Nortier & Marco van Hout

20. Experience design
verbeterd ontwerpproces
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
image: customerexperienceplanning.com

21. Emotioneel ontwerp
meeting the needs
1. Moment:
customer is awaiting delivery
of mobile phone
Details
Customer is anticipative/enthusiastic
about the product
Need: „I’m anxious to get hands-on”
Time until delivery is +- 2 weeks
Need: „I’m impatient”
image: customerexperienceplanning.com

22. Emotioneel ontwerp
meeting the needs
1 Moment: Customer is awaiting delivery of mobile phone
2. Response (universal message):
attend: „have an appetizer”
confirm: „it’s underway”
3. Design solutions:
Send a confirmation / status update e-mail, show package status when
customer logs in.
Offer access to free sms service, premium content, online interactive
demo of mobile phone.

23. Customer Journey
image: customerexperienceplanning.com

24. Customer Journey
l needs
motiona
E
change
image: customerexperienceplanning.com

25. Emotioneel ontwerp
meeting the needs
1. Moment:
customer lost her mobile phone
2. Response: „we’re sorry for your loss”
„how can we help?”
„here’s a special offer for a
replacement”
3. Design solutions:
Send a heart warming e-mail/give a call and offer
options to help out.
!
image: customerexperienceplanning.com

26. Emotional Design Model
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
Model created by: Flin Nortier & Marco van Hout

27. Emotional Design Model
before
1. Moment!
describe the moment!
2. Design solutions
convert your responses to concrete design solutions

28. Emotional Design Model
after
1. Moment!
describe the moment
2. Response: Universal message
consult your own intuitive emotional response!
3. Design solutions
convert your responses to concrete design solutions
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME

29. Emotional Design Model
Boodschap 1
Boodschap 2
Boodschap 3
2. Universal message
1. Moment
3. Ontwerpoplossing
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME

30. Hoe?
1. Kies een moment in de customer journey
2. Verken dit moment zorgvuldig!
•
via markt-/gebruikersonderzoek, rollenspel, …
3. Formuleer een universele boodschap!
•
Bekijk je eigen emotionele reactie!
•
Bespreek dán de universele boodschap met de opdrachtgever
voor organisationele-/merkwaarden!
4. Creëer ontwerpoplossingen

31. Flin Nortier
flin@sodastudio.nl
www.sodastudio.nl

32. Click to feel