Win User Loyalty by Targeting Logic AND Emotion (Mike Donahue)

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Emotions are arguably the most powerful motivator for humans and yet most projects lack an implicit strategy to target emotions. This talk will present insight on how and why to use emotion as a strategic target for UX design. It will cover the 4 Stages of Accomplishing Goals, the factors that affect how strongly we feel about an experience, what causes us to focus more on the positive or negative aspects of an experience, what stops us dead in our tracks, and how to create an experience that satisfies both the logical and emotional parts of our brain.

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Win User Loyalty by Targeting Logic AND Emotion (Mike Donahue)

  1. 1. Win User Loyalty By Targeting Logic & Emotions (but mostly emotions) Mike Donahue UX Architect - Citrix July 2014 @mdonahue37 LinkedIn
  2. 2. WHAT DOES LOYALTY LOOK LIKE?
  3. 3. loyalty: a strong feeling of support or allegiance.
  4. 4. HOW DO WE BECOME
 TATTOO-WORTHY?#
  5. 5. Logic & Language Conscious Senses & Emotion Unconscious THE 2 PART BRAIN
  6. 6. CONSCIOUS VS UNCONSCIOUS Happens First Happens Faster Handle More
  7. 7. LOGIC VS EMOTIONS… Assign Value More Powerful Last Longer Are Inevitable
  8. 8. The 4 Stages of 
 Accomplishing Goals How we experience everything.
  9. 9. 1: Awareness 3: Action 4: Association2: Assessment The 4 Stages of Accomplishing Goals
  10. 10. Positive Negative Neutral Emotional Response Wave ? ? 1: Awareness 3: Action 4: Association2: Assessment risk reward will skill
  11. 11. goal: the object of a person's ambition or effort; an aim or desired result.
  12. 12. Gordon
 Ramsey’s
  13. 13. Stage 1: Awareness Logical AND emotional expectations get set.
  14. 14. Stage 2: Assessment We always assess risks before rewards.
  15. 15. It’s about self-preservation
  16. 16. 1: Awareness 3: Action 4: Association2: Assessment Positive Negative Neutral Emotional Response Wave Pain! Pain! Pain!
  17. 17. Core
 Simplicity
 Factors Fogg Behavioral 
 Model Time Money Physical Effort Brain Cycles Social Deviance Non-Routine {
  18. 18. 1: Awareness 3: Action 4: Association2: Assessment Positive Negative Neutral Emotional Response Wave Positive Negative NeutralPositive Negative Neutral Simple goal - drive thru burger Positive Negative Neutral Complex goal - Hell’s Kitchen
  19. 19. 1: Awareness 3: Action 4: Association2: Assessment Positive Negative Neutral Emotional Response Wave Less pain! Adjusted expectation.
  20. 20. authenticity: concerns the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions; genuine.
  21. 21. Trust Requires Authenticity.
  22. 22. “A lack of transparency results in distrust and a deep sense of insecurity.” Dalai Lama
  23. 23. Stage 3: Action Actions are more about will than skill.
  24. 24. “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.” Dr. Donald Calne
  25. 25. Core
 Motivation
 Factors Fogg Behavioral 
 Model Pain/Pleasure Fear/Hope Rejection/Acceptance {
  26. 26. Simple Solution: Scare users into action. Right?
  27. 27. Some people love gardening.
  28. 28. Some people, not so much.
  29. 29. Stage 4: Association The users process of evaluating and valuing 
 the overall experience.
  30. 30. ( assessment + action ) expectation experience = The experience equation
  31. 31. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
  32. 32. Make emotions the target of UX.
  33. 33. Positive Negative Neutral Emotional Response Wave ? ? 1: Awareness 3: Action 4: Association2: Assessment risk reward will skill StartFinish Reverse Engineer the Experience
  34. 34. What causes us to focus on the negative or positive?
  35. 35. need or want?
  36. 36. Ask Yourself: Will this {experience} significantly enhance the users state and have I made as simple as possible to attain?
  37. 37. DOUG DIETZ Principle Designer at GE Transforming Healthcare for Children and their Families
  38. 38. “When you design for meaning, good things will happen.” Doug Dietz, Principal Designer for GE Healthcare
  39. 39. The End

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