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15 Lesssons From Emotion Design Experience Dynamics Web Seminar

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15 Lesssons From Emotion Design Experience Dynamics Web Seminar

  1. 1. 15 Lessons from Emotion Design An Experience Dynamics training WEB SEMINAR With Frank Spillers, MS
  2. 2. About Your Speaker <ul><li>Frank Spillers </li></ul><ul><li>Masters Cognitive Science </li></ul><ul><li>10 years User Centered Design experience </li></ul><ul><li>Founder, Experience Dynamics- leading Usability Design Research firm </li></ul>
  3. 3. Agenda <ul><li>What is ‘emotion design’? How can you incorporate emotion into your product, website or application? How do Web 2.0 sites and apps do emotion design? What makes for a compelling and emotionally engaging experience? </li></ul><ul><ul><li>1. What is Emotion Design? </li></ul></ul><ul><ul><li>2. 15 Lessons from Emotion Design </li></ul></ul><ul><ul><li>3. How is Emotion Design being used in product design and Web online strategy today? </li></ul></ul><ul><ul><li>4. How Web 2.0 can add emotional design to your customer experience. </li></ul></ul><ul><ul><li>5. Aspects of emotion design that help you differentiate. </li></ul></ul>
  4. 4. <ul><li>What is Emotion Design? </li></ul>
  5. 5. What is Emotion Design? <ul><li>Elements that make a design emotionally compelling </li></ul><ul><li>The emotional qualities evoked by a design </li></ul><ul><li>The affective aspects which facilitate interaction </li></ul><ul><li>The ‘ emotional signature ’ of a design </li></ul>
  6. 6. <ul><li>Directly manipulating a user’s natural appraisal process (trigger to emotion) … </li></ul><ul><li>…by designing an “Appraisal Mirror” (intended appraisal that would guide user to positive emotion) </li></ul>Instead of Design for Human Error , it’s Design for Human Appraisal
  7. 7. 2. 15 Lessons from Emotion Design
  8. 8. ?
  9. 9. 1. Don’t use Look and Feel to fool, because people will find out what’s under the “hood”
  10. 10. 2. Beauty is in the eye of the beholder
  11. 11. 3. Don’t abuse the term “ ease of use ”
  12. 12. 4. Cognition includes emotion
  13. 13. 5. Don’t act like objectivity is all that counts
  14. 14. 6. People problem solve with “ negative emotions ”
  15. 15. Function of emotional state changes <ul><li>Explore or manipulate the interface </li></ul><ul><li>Produce a shift in concentration, memory </li></ul><ul><li>Free up cognitive resources </li></ul><ul><li>Alter social arrangement/ group dynamics </li></ul>11/20 Spillers, F. 2004, &quot;Emotion as a Cognitive Artifact and the Design Implications for Products That are Perceived As Pleasurable&quot;
  16. 16. Case Study: Sharp Zaurus 12/20
  17. 17. “ The Dodge Super8 Hemi’s interior conveys a certain nostalgic optimism expressed in a modern, purposeful design,” said interior designer Bill Chergosky. “We not only borrowed design cues from cars of the ’50s , but other evocative aspects from that era, such as jukeboxes and diners.” 6. Look at values and value systems to discover “ emotional signature ”
  18. 18. 7. Study trend demographics and people’s behavior (psychographics)
  19. 19. 8. Consider the factors surrounding the user and the product
  20. 20. 9. Balance logic (features) with emotion (habits)
  21. 21. 10. Find the sweet spot, hint: it’s non-verbal
  22. 22. 11. Know your own design influences <ul><li>Nielsen/ Norman story </li></ul>
  23. 23. 12. Make your user experience personable adj : (of persons) pleasant in appearance and personality Our idea: producing fun, useful products. Our trend: setting the trend. Our vision: bringing a smile to everyday routines.
  24. 24. 13. Differentiate with ‘ extended experiences ’
  25. 25. 14. Give them High-Touch Design
  26. 26. 15. Remember your EA ( Emotional Architecture )
  27. 27. 15 Lessons from Emotion Design <ul><li>Don’t use Look and Feel to fool, because people will find out what’s under the “hood” </li></ul><ul><li>Beauty is in the eye of the beholder </li></ul><ul><li>Don’t abuse the term “ease of use” </li></ul><ul><li>Cognition includes emotion </li></ul><ul><li>Don’t act like objectivity is all that counts </li></ul><ul><li>People problem solve with “negative emotions” </li></ul><ul><li>Study trend demographics and people’s behavior (psychographics) </li></ul><ul><li>Consider the factors surrounding the user and the product </li></ul><ul><li>Balance logic (features) with emotion (habits) </li></ul><ul><li>Find the sweet spot, hint: it’s non-verbal </li></ul><ul><li>Know your own design influences </li></ul><ul><li>Make your user experience personable </li></ul><ul><li>Differentiate with ‘extended experiences’ </li></ul><ul><li>Give them High-Touch Design </li></ul><ul><li>Remember your EA (Emotional Architecture) </li></ul>
  28. 28. 3. How is Emotion Design being used in product design and Web online strategy today?
  29. 29. Lenovo phone with body mass indicator (Martha McClintock 1998)
  30. 30. LG phone points to Mecca
  31. 31. Logitech’s hand waving alarm clock
  32. 33. Microsoft- “Mesh”
  33. 36. Meet Up’s profile builder
  34. 37. 4. How Web 2.0 can add emotional design to your customer experience.
  35. 41. 5. Aspects of emotion design that help you differentiate.
  36. 42. Emotion as differentiator <ul><li>Immerse yourself in your user’s everyday experiences. </li></ul><ul><li>Prioritize design decisions around an intended emotional response. </li></ul><ul><li>Take informed risks. </li></ul><ul><li>Don’t just make it simple, make it elegant. </li></ul>
  37. 43. thank you ! Frank Spillers, MS [email_address] 1-800-978-9183 x100 www.experiencedynamics.com
  38. 44. About Experience Dynamics: Experience Dynamics is a professional usability design research firm. Through its User Centered Design services, Experience Dynamics assists organizations with removing the frustration and confusion that plagues most website and software development projects. Companies benefiting from Experience Dynamics actionable usability recommendations include AutoNation, IBM, Hewlett Packard, Intel, Verizon, Microsoft, Four Seasons, Washington Mutual, Bank One, Target, Land Rover, Providence Health System and KeyBank. About Experience Dynamics web seminars: Experience Dynamics offers a recurring set of usability web seminars on hot usability topics. The web seminars provide an overview and quick review of key issues and opportunities related to best practices in usability research. The seminars are presented by Frank Spillers, MS, a recognized expert in the field of usability engineering and user experience design. Experience Dynamics seminars are complimentary and are attended by companies including Intel, Citigroup, KeyBank, The Hartford, Fujitsu, Intuit, EMC Corp, Chase, US Bank, Apple, Amazon.com, Business Objects, Mentor Graphics, GM, Toyota and others.

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