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EMOTIONAL 
DESIGN
Uber chases 
emotional connection 
and teams with Spotify 
to offer personalised 
music experience 
http://www.thedrum.com...
“Emotional design 
is the 
BACKBONE 
of e-commerce design.” 
— Kirsten Green, Founding Partner 
of Forerunner Ventures
“You will have no chance of creating 
something people will love unless 
you’ve already made something 
people actually wa...
asdf movie https://www.youtube.com/watch?v=1lOEkYKYS9Q
“Before your application can create 
an emotional relationship with the user, 
it must get the basics right. 
The emotiona...
Maslow’s hierarchy of human needs 
Aaron Walter https://speakerdeck.com/aarron/learning-to-love-humans-emotional-interface...
Optimal User Experience 
– Cindy Chastain 
OPTIMAL 
USER 
EXPERIENCE 
FUNCTION 
PERFORMANCE 
EASE-OF-USE 
tangible 
BEAUTY...
usable = edible
“The pleasurable layer 
is very powerful.” 
— Aarron Walter, Designing for Emotion 
& Designer of MailChimp
“Empathy 
is the way we connect 
with one another, 
it is the platform 
for emotion.” 
— Aarron Walter, Designing for Emot...
“The danger 
is in confusing 
‘EASE OF USE’ 
with ACTUALLY 
DESIRING 
TO USE SOMETHING.” 
— Stephen Anderson,
3 Levels of Processing 
– Donald Norman 
VISCERAL 
pre-consciousness 
attractiveness 
first impression 
BEHAVIORAL 
use of...
“Make a good 
FIRST IMPRESSION.” 
— Alexis Ohanian, co-founder of Reddit
HALO 
EFFECT 
GUT 
REACTION
GOOD for me? 
BAD for me?
“Interactions rarely 
happen with people 
we don't trust.” 
— Seth Godin
Word of mouth 
Direct interaction 
Graphics 
Tone of voice 
T R U S T
WORD 
OF 
MOUTH
“Trust is a gut 
feeling… more than a rational 
process 
and visual design affects emotions 
in a very powerful way, perha...
MINT for iPad
Urgency rarely leads to trust.
Oh Mailchimp monkey, 
Just as I get frustrated 
with wrangling email 
addresses, you’re there 
with your little witticisms...
“Products are 
people too.” 
— Aarron Walter, Designing for Emotion 
& Designer of MailChimp
Viktor Hertz http://www.viktorhertz.com/50717/2154528/gallery/work-in-progress-bars
“Attractive things 
make people 
FEEL GOOD 
which in turn makes them 
think more creatively.” 
— Don Norman
Appealing 
Effective 
Pleasurable 
Memorable 
DESIGN
F O U N D A T I O N O F G O O D 
DE S IGN 
Design goals 
Prospective users 
Context of use
RESOURCES 
 Designing For Emotion by Aarron Walter 
http://www.abookapart.com/products/designing-for-emotion 
 The Basic...
Create a product 
people will 
#EmotionalDesign 
@erinartworks 
#modevcon
Win hearts, win users with emotional design
Win hearts, win users with emotional design
Win hearts, win users with emotional design
Win hearts, win users with emotional design
Win hearts, win users with emotional design
Win hearts, win users with emotional design
Win hearts, win users with emotional design
Win hearts, win users with emotional design
Win hearts, win users with emotional design
Win hearts, win users with emotional design
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Win hearts, win users with emotional design

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Tap into your users’ emotions to engage, delight and ultimately drive users to reach the product’s objective. Design for People, Inc. is a design consultancy that is focused on innovation and advocates the customer experience. http://designforpeople.co

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Win hearts, win users with emotional design

  1. 1. EMOTIONAL DESIGN
  2. 2. Uber chases emotional connection and teams with Spotify to offer personalised music experience http://www.thedrum.com/news/2014/11/17/uber-chases-emotional-connection-and-teams-spotify-offer-personalised-music
  3. 3. “Emotional design is the BACKBONE of e-commerce design.” — Kirsten Green, Founding Partner of Forerunner Ventures
  4. 4. “You will have no chance of creating something people will love unless you’ve already made something people actually want.” — Alexis Ohanian, co-founder of Reddit
  5. 5. asdf movie https://www.youtube.com/watch?v=1lOEkYKYS9Q
  6. 6. “Before your application can create an emotional relationship with the user, it must get the basics right. The emotional relationship, THE DELIGHT, is what you layer on top.” — Aral Balkan, Designer of Feathers
  7. 7. Maslow’s hierarchy of human needs Aaron Walter https://speakerdeck.com/aarron/learning-to-love-humans-emotional-interface-design
  8. 8. Optimal User Experience – Cindy Chastain OPTIMAL USER EXPERIENCE FUNCTION PERFORMANCE EASE-OF-USE tangible BEAUTY EMOTION MEANING intangible
  9. 9. usable = edible
  10. 10. “The pleasurable layer is very powerful.” — Aarron Walter, Designing for Emotion & Designer of MailChimp
  11. 11. “Empathy is the way we connect with one another, it is the platform for emotion.” — Aarron Walter, Designing for Emotion & Designer of MailChimp
  12. 12. “The danger is in confusing ‘EASE OF USE’ with ACTUALLY DESIRING TO USE SOMETHING.” — Stephen Anderson,
  13. 13. 3 Levels of Processing – Donald Norman VISCERAL pre-consciousness attractiveness first impression BEHAVIORAL use of product function performance usability REFLECTIVE full impact of thought & emotion message culture meaning of product or its use
  14. 14. “Make a good FIRST IMPRESSION.” — Alexis Ohanian, co-founder of Reddit
  15. 15. HALO EFFECT GUT REACTION
  16. 16. GOOD for me? BAD for me?
  17. 17. “Interactions rarely happen with people we don't trust.” — Seth Godin
  18. 18. Word of mouth Direct interaction Graphics Tone of voice T R U S T
  19. 19. WORD OF MOUTH
  20. 20. “Trust is a gut feeling… more than a rational process and visual design affects emotions in a very powerful way, perhaps more than any other stimuli.” — James Putorti
  21. 21. MINT for iPad
  22. 22. Urgency rarely leads to trust.
  23. 23. Oh Mailchimp monkey, Just as I get frustrated with wrangling email addresses, you’re there with your little witticisms to cheer me up! Aarron Walter Designing for Emotion http://www.youtube.com/watch?v=ks91vBm3oT8
  24. 24. “Products are people too.” — Aarron Walter, Designing for Emotion & Designer of MailChimp
  25. 25. Viktor Hertz http://www.viktorhertz.com/50717/2154528/gallery/work-in-progress-bars
  26. 26. “Attractive things make people FEEL GOOD which in turn makes them think more creatively.” — Don Norman
  27. 27. Appealing Effective Pleasurable Memorable DESIGN
  28. 28. F O U N D A T I O N O F G O O D DE S IGN Design goals Prospective users Context of use
  29. 29. RESOURCES  Designing For Emotion by Aarron Walter http://www.abookapart.com/products/designing-for-emotion  The Basics Of Emotional Design by Nancy Young http://www.hongkiat.com/blog/emotional-design/  The Personality Layer by Simon Schmid http://www.smashingmagazine.com/2012/07/18/the-personality-layer/  Not Just Pretty: Building Emotion Into Your Websites by Sabina Idler http://www.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/  Seductive Interaction Design, Stephen Anderson http://www.amazon.com/Seductive-Interaction-Design-Effective-Experiences/dp/0321725522  The Art & Science of Seductive Interactions, Stephen Anderson http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions  Emotional Design: Why We Love (or Hate) Everyday Things by Don Norman http://www.amazon.com/Emotional-Design-Love-Everyday-Things/dp/0465051367  User-centric vs. Maker-centric Language: 3 Essential Guidelines by Janelle Estes, Nielsen Norman Group http://www.nngroup.com/articles/user-centric-language/
  30. 30. Create a product people will #EmotionalDesign @erinartworks #modevcon

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