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Emotional design

  1. 1. BY INUSE JANUARY 2020
  2. 2. BY INUSE JANUARY 2020 What is Emotional Design? Human's emotional response towards design
  3. 3. BY INUSE JANUARY 2020 What is Emotional Design? Emotional design strives to create products that elicit appropriate emotions, in order to create a positive experience for the user.
  4. 4. BY INUSE JANUARY 2020 All experiences create emotions, wether or not you design for them. Emotions guide every single decision you make.
  5. 5. BY INUSE JANUARY 2020 The (subjective) experience We react/ interpret We decide/ act A core part of any experience Emotions
  6. 6. BY INUSE JANUARY 2020 I. How do emotions work? II. 'Emotional Design'? III. Examples
  7. 7. BY INUSE JANUARY 2020 The (subjective) experience We react/ interpret We decide/ act A core part of any experience Emotions
  8. 8. BY INUSE JANUARY 2020 "The complex psychophysiological experience of an individual’s state of mind as it is interacting with biochemical (internal) and environmental (external) influences." https://courses.lumenlearning.com/boundless-psychology/chapter/biology-of-emotion/ HOW DO EMOTIONS WORK?
  9. 9. BY INUSE JANUARY 2020 Our emotions tell us: • How we are • How to interpret our surroundings • And help us communicate our needs and respond appropriately. It's a survival tool.
  10. 10. 001 BY INUSE JANUARY 2020 PHOTO CAPTION Emotions = our native language
  11. 11. 001 BY INUSE JANUARY 2020 PHOTO CAPTION Mixed emotions Plutchik's Wheel of Emotions - using emojis
  12. 12. BY INUSE JANUARY 2020 SECTION 001 We instinctively react
  13. 13. BY INUSE JANUARY 2020 Our autonomous nervous system is especially triggered by negative emotions such as fear, anger and disgust, when interpreting the surroundings - the Fight or Flight system. But today those reactions can be triggered by other types of stressful situations
  14. 14. 001 BY INUSE JANUARY 2020 Our 'fight or flight' and 'rest and digest' system is a part of this system of emotions
  15. 15. 001 BY INUSE JANUARY 2020 SECTION We react emotionally to people as well as objects
  16. 16. 001 BY INUSE JANUARY 2020 SECTION We read-in faces and living beings (shadows!) where there are none, we are hardwired that way!
  17. 17. 001 BY INUSE JANUARY 2020 SECTION We read-in faces and living beings (shadows!) where there are none, we are hardwired that way!
  18. 18. 001 BY INUSE JANUARY 2020 SECTION The man in the moon :)
  19. 19. 001 BY INUSE JANUARY 2020 SECTION The man in the moon :)
  20. 20. BY INUSE JANUARY 2020 Not just hardwired for 'faces' - we 'humanise' our surroundings, interpreting them as if they were humans.
  21. 21. 001 BY INUSE JANUARY 2020 SECTION Seeing animals, objects and phenomena as if they were human: antropomorphism
  22. 22. 001 BY INUSE JANUARY 2020 SECTION The 'Baby- Schema' = more positive perception
  23. 23. 001 BY INUSE JANUARY 2020 Even inanimate objects we build emotional relations to.
  24. 24. 001 BY INUSE JANUARY 2020 The emotions triggered by them are not necessarily depending on the 'surface' design, but by the holistic experience. Based on that we give them certain personality traits!
  25. 25. BY INUSE JANUARY 2020 .. this ability to interpret emotional expressions - is one side of empathy
  26. 26. BY INUSE JANUARY 2020 Empathy: our built-in ability to connect and relate to others
  27. 27. BY INUSE JANUARY 2020 SECTION 001 We are built for empathy. The stronger the mirroring, the stronger the empathy
  28. 28. BY INUSE JANUARY 2020 Three types of empathy Daniel Goleman: 'Social Intelligence'
  29. 29. BY INUSE JANUARY 2020 ... It doesn't matter what it is, we automatically react and want to build some sort of emotional relation or connection to it.
  30. 30. BY INUSE JANUARY 2020 If a UI doesn't respond in an empathetic way, ignores us or gives us error messages, it blocks us from relating (positively) and the result is a negative emotional reaction and response. 'The Media Equation' https://www.psychologyinaction.org/psychology-in-action-1/2015/12/27/the-psychology-of-computer-rage
  31. 31. BY INUSE JANUARY 2020 The (subjective) experience We react/ interpret We decide/ act A core part of any experience Emotions Empathy
  32. 32. BY INUSE JANUARY 2020 SECTION 001 The way we process and act on our interpretation of our surroundings can (famously) be divided into two categories. Daniel Kahnemann: 'Thinking fast and slow'
  33. 33. BY INUSE JANUARY 2020 System 1 System 2 95% • Fast/automatic • Familiar routines • Undemanding • Functions while tired, sick, stressed • Impressions/intuitions/ feeling, bias • Susceptible to errors • Jumping to conclusions 5% • Slow/effortful • Necessary for novel decisions/routines • Useful with harder questions • Tiring • Impaired by fatigue, illness, stress • Logic/ analysis/ reflection • Can overide errors through thought A higher load = higher reliance on System 1
  34. 34. BY INUSE JANUARY 2020 Bias Confirmation bias Conformism (seen here) Authority bias Loss aversion 'Do anything'
  35. 35. 001 BY INUSE JANUARY 2020 II. 'EMOTIONAL DESIGN'?
  36. 36. 001 BY INUSE JANUARY 2020 SECTION "The emotional side of design may be more critical to a product's success than it's pratical elements." "Attractive interfaces were perceived to be easier to use, i.e. “they worked better.” Don Norman's 'Emotional Design' from 2005:
  37. 37. 001 BY INUSE JANUARY 2020 SECTION Visceral Behavioral Reflective This level of design refers to the perceptible qualities of the object and how they make the user/observer feel. Has to do with the pleasure and effectiveness of use. Considers the rationalization and intellectualization of a product. Can I tell a story about it? Does it appeal to my self- image, to my pride? Three levels of processing design DELIGHT
  38. 38. 001 BY INUSE JANUARY 2020 Visceral - The GUT instinct
  39. 39. 001 BY INUSE JANUARY 2020 Behavioral - How does it feel to use?
  40. 40. 001 BY INUSE JANUARY 2020 Reflective - What are your feelings/thoughts about it?
  41. 41. 001 BY INUSE JANUARY 2020 SECTION Patrick Jordan 'Designing Pleasurable Products' 2002 1. Understand people holistically 2. Specify product benefits 3. Specify product properties 4. Evaluate design for pleasurability
  42. 42. BY INUSE JANUARY 2020 SECTION 001 Aaron Walter - 'Designing for emotion' "Human nature is reflected in every aspect of design"
  43. 43. BY INUSE JANUARY 2020 SECTION 001 .. great products and services should evoke positive emotions - which in term can soften future negative experiences
  44. 44. BY INUSE JANUARY 2020 SECTION 001 .. if we look at it on a higher level it is all about connection and relationships between a customer and a product/ brand/ service
  45. 45. BY INUSE JANUARY 2020 SECTION 001
  46. 46. BY INUSE JANUARY 2020 SECTION 001 People see only brand - they don't distinguish between touchpoints, sub brands, departments, etc
  47. 47. BY INUSE JANUARY 2020 SECTION 001 People see only brand - they don't distinguish between touchpoints, sub brands, departments, etc
  48. 48. BY INUSE JANUARY 2020 We need to be able to interpret, communicate and relate in a human enabled way to feel supported and understood
  49. 49. BY INUSE JANUARY 2020 The (subjective) experience We react/ interpret We decide/ act A core part of any experience Emotions Empathy
  50. 50. BY INUSE JANUARY 2020 III. EXAMPLES
  51. 51. 001 BY INUSE JANUARY 2020 SECTION Service design handling construction delays in traffic NSB: "Alternativ Reise"
  52. 52. 001 BY INUSE JANUARY 2020 SECTION Bad UX, brand love, difficult relationship HBO
  53. 53. 001 BY INUSE JANUARY 2020 SECTION Storytelling, SoMe, supporting MailChimp
  54. 54. 001 BY INUSE JANUARY 2020 SECTION Emotionally appealing, but mixes culture + commercial interests Coca-Cola
  55. 55. BY INUSE JANUARY 2020 SECTION 001 When can we use emotional design? What is ethical?
  56. 56. BY INUSE JANUARY 2020 Thanks!

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