Emotional Design @ Design by Fire Cafe, Utrecht (20 jan 2014)

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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/

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Emotional Design @ Design by Fire Cafe, Utrecht (20 jan 2014)

  1. 1. Emotional design Ontwerpen voor emoties in de eindgebruiker Flin Nortier
  2. 2. Wij zijn de toekomst van de expressiviteit van organisaties. Deze zal meer en meer digitaal worden.
  3. 3. Interaction design
  4. 4. Interaction design Concept image: Koos Looijesteijn
  5. 5. Interaction design Wireframes Concept image: Koos Looijesteijn
  6. 6. Interaction design Wireframes Graphic design + copywriting
  7. 7. Interaction design Graphic design + copywriting Programming
  8. 8. Interaction design design decisions Concept Wireframes Graphic design + copy writing Programming
  9. 9. De blinde vlek • Van functie naar ervaring Functionele behoeften vervullen Emotionele behoeften vervullen
  10. 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. 11. Emotionele behoeften End users: • „I need to feel safe” • „I want to feel loved” • „I want to feel like a rich person”
  12. 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. 13. Source: Plutchik, R. (2003)
  14. 14. Emotioneel ontwerp voorbeelden Flitsmeister
  15. 15. Emotioneel ontwerp voorbeelden or? Thriffty Uber
  16. 16. Experience design wat is het? Jared Spool zegt: Aspired experience Current experience
  17. 17. Experience design waarom (financieel)? Pine & Gilmore zeggen:
  18. 18. Experience design Hoe? image: customerexperienceplanning.com
  19. 19. Ontbrekende stap in proces: boodschap 1. MOMENT 2. UNIVERSAL MESSAGE 3. DESIGN SOLUTION TIME Model created by: Flin Nortier & Marco van Hout
  20. 20. Experience design verbeterd ontwerpproces 1. MOMENT 2. UNIVERSAL MESSAGE 3. DESIGN SOLUTION TIME image: customerexperienceplanning.com
  21. 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. 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. 23. Customer Journey image: customerexperienceplanning.com
  24. 24. Customer Journey l needs motiona E change image: customerexperienceplanning.com
  25. 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. 26. Emotional Design Model 1. MOMENT 2. UNIVERSAL MESSAGE 3. DESIGN SOLUTION TIME Model created by: Flin Nortier & Marco van Hout
  27. 27. Emotional Design Model before 1. Moment! 
 describe the moment! 2. Design solutions
 convert your responses to concrete design solutions
  28. 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. 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. 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. 31. Flin Nortier flin@sodastudio.nl www.sodastudio.nl
  32. 32. Click to feel

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