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Emotional Intelligence (EQ)-Centered
Design,
Using Emotions to Increase Brand
Engagement

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EQ-Centered Design
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Last time I was here..
Psychology and Entrepreneurship
This time..
Psychology and “Product”

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EQ-Centered Design
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• Introduction
• Definitions
• Research
• Interactive sensory exercise
• EQ in Tech
• Tools

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EQ-Centered Design
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Quick Introduction
“Feel stuff to do stuff”

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EQ-Centered Design
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• Definitions
• “Product”
• Emotional Intelligence (EQ)
• The capacity to be aware of, control, and express one's
emotions, and to handle interpersonal relationships
judiciously and empathetically (Google)
• “Being good at feelings –yours and others’”

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EQ-Centered Design
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*https://www.inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html
**https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
***https://www.healthcare-informatics.com/news-item/ehr/survey-physicians-cite-ehrs-biggest-contributor-burnout
• Research
• Harvard Professor Says 95% of Purchasing Decisions Are
Subconscious*
• HBR: Research across hundreds of brands in dozens of categories
shows that the most effective way to maximize customer value is to
move beyond mere customer satisfaction and connect with customers
at an emotional level – tapping into their fundamental motivations and
fulfilling their deep, often unspoken emotional needs.**
THOUGHTS?

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EQ-Centered Design
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• Feelings are the language your body uses to communicate with
you
• To create a feeling (engagement design), everything matters -
word choice, color, images, sounds, feedbacks
• Experiential sensory exercise (Smell, Feel, Hear, Sight,
Taste)
• What are you “leaving on the table”? (missed opportunities
to connect)

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EQ-Centered Design
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• Additional considerations affecting impact
• Know your audience intimately
• Personal associations of your audience (ex – images
of fire/CA residents)
• Primal drivers (brain always in “are we safe/is this ok?”
mode, is your design triggering that?)

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EQ-Centered Design
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•EQ in Tech
•Recognition technology
•Affectiva – detect human emotion from face and voice
•Sample application: prescription management
(Mabu Robot)
•Cyrano - identifies and responds to emotions,
commitment level, and communication style in real
time
•Sample application: mental health

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EQ-Centered Design
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• Opportunity for Greater EQ
• Alexa
• Clip 1
• Clip 2
• Clip 3
• VR example

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EQ-Centered Design
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Audience Examples

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EQ-Centered Design
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• Tools
• Increase your self awareness (journal)
• Increase your knowledge (self-reflection materials)
• Increase your exposure to new experiences/people

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EQ-Centered Design
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#humanizingtechnology #userexperience #humanengagement #emotionAI
Including EQ is a necessity, not a luxury.
How’s your company’s EQ?
Questions?
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