E XC E P T
I O N A L D E S I G N M A R I S S A LO U I E I N G R E D I E N T S F O R

Twitter: @malouie
#UXNight

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Design Foundation1 We’ll go over…
Emotional Themes & Design Elements2 Bringing an Emotional Design Together3

Starting with a Solid Design
Foundation1

What is design?

Design is the fundamental soul
of a man-made creation that ends up expressing itself in successive outer layers. S T E V E J O B S

My goal as a designer
is to _____________.

E R I C PA
N My goal as a designer is to give other humans tools to shed their problems and achieve their dreams.

TA R A S R
I P U N V O R A S K U L My goal as a designer is to wake up everyday knowing my designs made a huge social impact and inspired others.

D E V I N
H A L L A DAY My goal as a designer is to design a solution so simple and revolutionary that it becomes integrated in every life to the point that they take it for granted.

My goal as a designer
is to make people feel GOOD )

Pleasurable Usable Reliable Functional Missing!!!
Maslow’s Hierarchy of Emotional Design

First order of business: create
an emotional brand

! ! ! Memorable, pleasurable
Speaks to users ! ! ! Makes users feel Is expressive EMOTIONAL BRAND

TRUMPET TECHNOLOGIES

algorithms happiness

BEHIND THE SCENES

Design team: NOT from d.school

B E YO N C
É Who needs a degree when you’re SCHOOLIN' LIFE? design ^

SUCCESS METRICS

One of the best apps
I’ve seen. Beautifully engineered, Ness is both attractive and intuitive. It’s easy, quick to use, and the interface has a minimalistic beauty to it. Some users are going as far to call this the best app in the App Store while many others have already made this a favorite. What users said

With a beautiful and sleek
design, this intelligent and intuitive app will leave you stunned. The reason why this app is better than Yelp isn't just because it recommends places to eat, it's because the entire interface is designed around the idea of actually helping someone decide where they are going to have their next meal, rather than providing a list of different options that is too taxing to sift through, and too boring to spark an interest in the next outing.

6,000,000
17
30,000,000
$13,200,000
750,000

Emotional Themes &
Design Elements2

Emotional design is beyond usability
and aesthetics

Which superpowers are in your
toolbox?

PR Design UI UX Product
Research Branding Marketing Sales Recruiting Product Management Engineering My toolbox: Everything involved in building a tech product

The more you know, the
more you can feel

Consumer psychologists say that people
buy according to how they feel about a product: emotions, desire. Not logic.

! ! ! Familiar or
new experience Curiosity ! ! Positive expectations! Enticing content ANTICIPATION

Connection ! ! ! !
! Matches my taste ! Satisfies a real need Play JOY

Clear language ! ! Easy
to use ! ! ! Privacy ! UGC, Curation TRUST

ANTICIPATION JOY TRUST PLEASURABLE Pleasurable
Missing!!! =

Want. Need. Love.

It’s dangerous ! ! Typography
! ! ! Bold visuals upfront ! Copywriting ANTICIPATION

Fresh content ! ! !
Easter eggs Visually rich ! ! ! Self-expression JOY

iPhone accessories Other clothes Lace
and crocheted clothes Tribal pattern clothes 100 most popular items

! ! ! Like-minded community
Easy to use ! ! Top brands and bloggers! Authenticity TRUST

BEHIND THE SCENES

SUCCESS METRICS

Through Wanelo I have quickly
learned what clothes make me excited. I no longer go into a store hoping something might peak my interest.....I know what "look" I'm after and how I want to feel. I have acquired so much insight to see how much fun it can be to dress in different moods, styles and venues. What users said This app is AMAZING. I'm addicted to it and all of my friends are getting into it and we love it!!

! I couldn’t have seashell
lamps in my garage without a mermaid tail and a swimming pool equipped with floats with beer holders. You may need rehab and financial counseling. Absolutely fabulous, daaahling. I love that the app updates are written in REAL people language! Love and muffins from me too. If you are a teenage girl, download this app. What users said

11,000,000
6,000,000
800,000,000
200,000
$100,000,000

Bringing an Emotional
Design Together3

Pleasurable Usable Reliable Functional Missing!!!
Maslow’s Hierarchy of Emotional Design

You can’t have an entertaining,
a delightful, an inspiring experience unless it’s well-designed and thought out. That’s where we’re focused in terms of design. M A R I S S A M AY E R

Where is the emotional design
in this feature? Where’s the cream filling?

I WILL NOT SHIP UNLESS
I… Look for ways to use animations Ask how we want users to feel Tap into my design superpowers Have a compelling brand as a foundation Understand human emotions

I WILL NOT SHIP UNLESS
I… Look for ways to include Easter eggs Believe my product is pleasurable Really want users to find it pleasurable Convey emotion through UI: funny, etc. Use emotive copywriting & content

Are we following the original
design brief?

Design Foundation1 We covered… Emotional
Themes & Design Elements2 Bringing an Emotional Design Together3

WE WILL SAY NO… FEATURE
OVERLOAD! ! ! ! BAD TASTE! !TECHNICAL INCOMPETENCE! ! ! UGLY EGOS!

tiny little EMOTIONAL SPIKES of
HAPPINESS

M A R I S
S A LO U I E Twitter @malouie ! Dribbble @malouie ! Slides slideshare.net/malouie ! Email marissa.louie@yahoo.com THANK YOU