AnEmotionalUnboxingExperienceAre (emotional) designers theperfect gift for a world in change?
AnEmotional                                           Keynote presentationUnboxing                              given at F...
Twitter: @demaderawww.design-emotion.comwww.susagroup.com       Emotional design      Experience design       Tools & Meth...
ProductsWebServices           Bic, Energizer, Decathlon, Fidelity, KLM, Lenovo,           Mars, Microsoft, Toyota, Unileve...
Story‣
Unboxing‣
The Independent 14/01/2009The ultimate geek porn
“Hardcore”             Photo: Swat Blog
“Softcore”             Photo: Gadgets & Tech
Unboxing‣the world
Facing economical, ecological and social challenges
Economy‣    The financial crisis creates enormous uncertainty                                                        Photo...
“Self-interested pursuit of wealth, whichis the basis of many economies in the West,is not sustainable...” (Dr. Victoria T...
Ecology‣    Environmental and ecological threats become evident                                                          P...
Ecology‣    Exhaustive: 20% consumes 80% of resources                                                Photo credits: http:/...
Social‣    Dense population and increase of ‘share’ puts society under pressure                                           ...
Global Village‣    Not more challenges, but our connected world increases the impact                                      ...
‣ AnxietyDespite unprecedented wealth there is vast insecurity, unrest and dissatisfaction                                ...
‣ We are the worldWe feel that we are the world. We can shape our world according to our design                           ...
‣ We are our stuffThe things that we own often define who we are. We identify with them                                   ...
‣ Stuff99% of stuff that is mined, purchased and used ends up on a landfill within 6 months                               ...
‣ ResponsibilityWhy do we feel we need so much stuff? Do designers have a part in this?                                   ...
The world is a challenging gift...           facing economical, ecological and social challenges           However, we hav...
Unboxing‣the designer
What role does design and the designer have in this world?
Design‣
Why do we design?‣    We love to design and redesign                                     Photo credits: http://www.sxc.hu/...
“Our current age sees everything as an object of manufacture,as something which can be got hold of and improved, oraltered...
To meet a need (in a new way, in a better way)                                                                            ...
“There are more professions more                         harmful than industrial design                         - but only...
True‣    Decisions that affect future environmental impact are often made in the design phase                             ...
But...‣    Decisions that affect future environmental impact are often made in the design phase!                          ...
Design in a‣changing world
“Events, threats and opportunities aren’t just coming atus faster or with less predictability...                          ...
they are converging and influencing each other to create                                entirely new situations...These fi...
Time to shine‣    It’s design’s time to shine in a challenging world                                                      ...
Today, integration, rather than raw technology,has become the pressing problem of our world.                  This is what...
Can design‣save the world?
An ongoing discussion                        Photo credits: designer-daily.com
I am somewhere‣in the middle
Design can HELP save (or better: change) the world                                                     Photo credits: desi...
‣ A storyDesign for small change with big impacts. (Chappell Ellison - Good.is)                                           ...
Plastic bags in supermarkets                               Photo credits: Gulf News
Small ‘design’ intervention, with a big impact                                                 Photo credits: Good.is
‘Small’ actions‣Big impacts?
‣ OLTPCFor one child, world changing                                Photo credits: RKS Design/ Kor Water
‣ Cachiiing!Fundraising made fun. Everyone a collection box in their hand. For some world changing                        ...
‣ CheetahProstetic foot. For this person world changing                                                 Photo credits: Run...
‣ KORUse less water bottles. Could be world changing                                                  Photo credits: RKS D...
‣ DisconnectWorld changing ideas and products not always get to the people                                                ...
Designers‣
Critique‣    There is often critique on designers                                           Photo credits: http://www.sxc....
“There are many things wrong with designin our world, but designers, as a group ofpeople, are not the problem...          ...
... If we can design our way into difficulty, wecan design our way out.                                                   ...
Useless product category?Sensitivity to context, relationships andto consequences are key aspects to thetransition from mi...
Start by‣questioning
‣ Deep EcologyLearn from other disciplines                               Photo credits: http://www. ickr.com/photos/emonxie/
Deep ecology seeks to develop ecologicalwisdom by focusing on deep experience,deep questioning and deep commitment.       ...
Deep ecology        Why do we need this?                           Can we go without?                           Why and ho...
Go deep                                                                                         Work smartMindful‣    Desi...
Design can be a great gift as long as...           Designers understand the impact of their designs           They don’t p...
Mindful =‣Meaningful
As mindfulness would indicate empathy and human centeredness...                                              ... mindful h...
Meaningful‣= Emotional
“Great design (thinking) results in functio-nally and emotionally satisfying solutions /experiences where the emotional va...
Emotional‣design
Emotions, enrich, guide and ennoble lifeThey play a vital role in how we understandour environment, learn and behave
All design is emotional...intended, or unintended. It evokes an emotional response
Some refer to fun as emotional design
‣ FunHow to change behaviour by making things fun
Yes, this is also emotional design
And this...              Photo credits: JJaeyoung Ha
And even this                Photo credits: http://www.armaghelectrical.com
It’s about emotional impact...                                  Not necessarily only positive!But also...                 ...
Intensify achievement           Empower for actionNegative emotions to design richer experiences / Steven Fokkinga (TU Del...
Emotional design is to design a product orservice with the intention to evoke predefinedemotions.                         ...
Emotional design can assist designers todesign change...              ... as it puts people before technology    ... and r...
Emotional design can create the connectionwith a product that is needed...              ... to make it more sustainable.
In that sense. Emotional design can be...           The way for designers to connect with people           in a more profo...
Books that may inspire you...
Since 1999           the Design & Emotion Society                     raises issues           and facilitates dialogue amo...
‣   Non-verbal self report instrument                                   ‣   12 animated validated characters‣ PrEmoEmotion...
Need to know more?   marco.vanhout@susagroup.com                               Twitter: @demadera                         ...
 An Emotional Unboxing Experience - Are (Emotional) Designers the Perfect Gift for a World in Change?
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An Emotional Unboxing Experience - Are (Emotional) Designers the Perfect Gift for a World in Change?

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Factor Clave Congreso

Keynote presentation - by Marco van Hout on 30 September 2011, Querétaro, Mexico.

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An Emotional Unboxing Experience - Are (Emotional) Designers the Perfect Gift for a World in Change?

  1. 1. AnEmotionalUnboxingExperienceAre (emotional) designers theperfect gift for a world in change?
  2. 2. AnEmotional Keynote presentationUnboxing given at Factor Clave Congreso 30/09/2011Experience Querétaro, MexicoAre (emotional) designers theperfect gift for a world in change?
  3. 3. Twitter: @demaderawww.design-emotion.comwww.susagroup.com Emotional design Experience design Tools & Methods Strategies/ ideation Teaching/ workshops Not design itself
  4. 4. ProductsWebServices Bic, Energizer, Decathlon, Fidelity, KLM, Lenovo, Mars, Microsoft, Toyota, Unilever, Wilkinson....
  5. 5. Story‣
  6. 6. Unboxing‣
  7. 7. The Independent 14/01/2009The ultimate geek porn
  8. 8. “Hardcore” Photo: Swat Blog
  9. 9. “Softcore” Photo: Gadgets & Tech
  10. 10. Unboxing‣the world
  11. 11. Facing economical, ecological and social challenges
  12. 12. Economy‣ The financial crisis creates enormous uncertainty Photo credits: http://www.sxc.hu/pro le/mhein73
  13. 13. “Self-interested pursuit of wealth, whichis the basis of many economies in the West,is not sustainable...” (Dr. Victoria Thoresen) Photo credits: http://www.sxc.hu/pro le/ColinBroug
  14. 14. Ecology‣ Environmental and ecological threats become evident Photo credits: Luis Parades
  15. 15. Ecology‣ Exhaustive: 20% consumes 80% of resources Photo credits: http://www.sxc.hu/pro le/lonniehb Parades
  16. 16. Social‣ Dense population and increase of ‘share’ puts society under pressure Photo credits: Emily Ellison
  17. 17. Global Village‣ Not more challenges, but our connected world increases the impact Photo credits: http://www.sxc.hu/pro le/jeinny
  18. 18. ‣ AnxietyDespite unprecedented wealth there is vast insecurity, unrest and dissatisfaction Photo credits: http://www.sxc.hu/pro le/demonteiro
  19. 19. ‣ We are the worldWe feel that we are the world. We can shape our world according to our design Photo credits: USA for Africa
  20. 20. ‣ We are our stuffThe things that we own often define who we are. We identify with them Photo credits: http://www.sxc.hu/pro le/Moon_Beam
  21. 21. ‣ Stuff99% of stuff that is mined, purchased and used ends up on a landfill within 6 months Photo credits: Chris Jordan
  22. 22. ‣ ResponsibilityWhy do we feel we need so much stuff? Do designers have a part in this? Photo credits: Tofslie
  23. 23. The world is a challenging gift... facing economical, ecological and social challenges However, we have ‘designed’ our world that way ... and should take our responsibility. How do designers fit in this? Do we have a part inSo... the ‘design’ of the world and can we change it?‣
  24. 24. Unboxing‣the designer
  25. 25. What role does design and the designer have in this world?
  26. 26. Design‣
  27. 27. Why do we design?‣ We love to design and redesign Photo credits: http://www.sxc.hu/pro le/brittahaal
  28. 28. “Our current age sees everything as an object of manufacture,as something which can be got hold of and improved, oraltered, to produce better or more effective outcomes.” (Laurence Paul Hemming) Photo credits: Brankopopvicblog
  29. 29. To meet a need (in a new way, in a better way) To achieve a goal To make a statement. ‣ Purpose We don’t design for the sake of designing, we design for a purpose Photo credits: http://www.sxc.hu/pro le/jeinny
  30. 30. “There are more professions more harmful than industrial design - but only very few” (Victor Papanek, 1984)Design as guilty party Photo credits: Hasse / Tweakers.net
  31. 31. True‣ Decisions that affect future environmental impact are often made in the design phase Photo credits: http://www.ronpatrickstuff.com/
  32. 32. But...‣ Decisions that affect future environmental impact are often made in the design phase! Photo credits: W.I.K. and me
  33. 33. Design in a‣changing world
  34. 34. “Events, threats and opportunities aren’t just coming atus faster or with less predictability... Photo credits: http://www. ickr.com/photos/sierragoddess/
  35. 35. they are converging and influencing each other to create entirely new situations...These first-of-their-kind developmentsrequire unprecedented degrees of creativity. (Capatilising on Complexity / 2010 IBM CEO study) Photo credits: http://www. ickr.com/photos/sierragoddess/
  36. 36. Time to shine‣ It’s design’s time to shine in a challenging world Photo credits:http://www.sxc.hu/pro le/shadowkill
  37. 37. Today, integration, rather than raw technology,has become the pressing problem of our world. This is what designers, above all else, are good at. (Belinda Lanks - Fast Company) Photo credits: Takeoka Mini Car Products Co Ltd
  38. 38. Can design‣save the world?
  39. 39. An ongoing discussion Photo credits: designer-daily.com
  40. 40. I am somewhere‣in the middle
  41. 41. Design can HELP save (or better: change) the world Photo credits: designer-daily.com
  42. 42. ‣ A storyDesign for small change with big impacts. (Chappell Ellison - Good.is) Photo credits: 2nd Green Revolution
  43. 43. Plastic bags in supermarkets Photo credits: Gulf News
  44. 44. Small ‘design’ intervention, with a big impact Photo credits: Good.is
  45. 45. ‘Small’ actions‣Big impacts?
  46. 46. ‣ OLTPCFor one child, world changing Photo credits: RKS Design/ Kor Water
  47. 47. ‣ Cachiiing!Fundraising made fun. Everyone a collection box in their hand. For some world changing Photo credits: Designit - Denmark
  48. 48. ‣ CheetahProstetic foot. For this person world changing Photo credits: Runnerworld.co.za
  49. 49. ‣ KORUse less water bottles. Could be world changing Photo credits: RKS Design/ Kor Water
  50. 50. ‣ DisconnectWorld changing ideas and products not always get to the people Photo credits: the nancialdaily.com
  51. 51. Designers‣
  52. 52. Critique‣ There is often critique on designers Photo credits: http://www.sxc.hu/pro le/coscurro
  53. 53. “There are many things wrong with designin our world, but designers, as a group ofpeople, are not the problem... Photo credits: D. Sherwin / Changeorder.typepad.com
  54. 54. ... If we can design our way into difficulty, wecan design our way out. What would MacGyver do? Photo credits: MacGyver
  55. 55. Useless product category?Sensitivity to context, relationships andto consequences are key aspects to thetransition from mindless developmentto design mindfulness.” (John Thackara)
  56. 56. Start by‣questioning
  57. 57. ‣ Deep EcologyLearn from other disciplines Photo credits: http://www. ickr.com/photos/emonxie/
  58. 58. Deep ecology seeks to develop ecologicalwisdom by focusing on deep experience,deep questioning and deep commitment. Arne Naess (1973) Photo credits: http://www.sxc.hu/pro le/guitargoa
  59. 59. Deep ecology Why do we need this? Can we go without? Why and how Mindful design Design How can we improve this product, service or activity?Deep ecology -vs- Design Photo credits: http://www.sxc.hu/pro le/mzacha
  60. 60. Go deep Work smartMindful‣ Designers as facilitators of change rather than individual object creators Photo credits: http://www. ickr.com/photos/thejoeyway/
  61. 61. Design can be a great gift as long as... Designers understand the impact of their designs They don’t pretend to save the world, but take small steps to assist world change Go deep, question everything. Work smart, go into all the details to get the best solutionSo...‣ Mindful design prevails. Context, relationships, consequences and meaning are always considered
  62. 62. Mindful =‣Meaningful
  63. 63. As mindfulness would indicate empathy and human centeredness... ... mindful has to be meaningful (to others) Photo credits: http://www.sxc.hu/pro le/jeinny
  64. 64. Meaningful‣= Emotional
  65. 65. “Great design (thinking) results in functio-nally and emotionally satisfying solutions /experiences where the emotional value isgenerated through the creation of meaning” (Tim Brown) Photo credits: Whirlwind Wheelchair
  66. 66. Emotional‣design
  67. 67. Emotions, enrich, guide and ennoble lifeThey play a vital role in how we understandour environment, learn and behave
  68. 68. All design is emotional...intended, or unintended. It evokes an emotional response
  69. 69. Some refer to fun as emotional design
  70. 70. ‣ FunHow to change behaviour by making things fun
  71. 71. Yes, this is also emotional design
  72. 72. And this... Photo credits: JJaeyoung Ha
  73. 73. And even this Photo credits: http://www.armaghelectrical.com
  74. 74. It’s about emotional impact... Not necessarily only positive!But also... Photo credits: Jennifer Noon Design
  75. 75. Intensify achievement Empower for actionNegative emotions to design richer experiences / Steven Fokkinga (TU Delft) Photo credits: http://www.ics.uci.edu/~eppstein
  76. 76. Emotional design is to design a product orservice with the intention to evoke predefinedemotions. Photo credits: Sexy urinal
  77. 77. Emotional design can assist designers todesign change... ... as it puts people before technology ... and runs on the basis of meaning, mindfulness and empathy.
  78. 78. Emotional design can create the connectionwith a product that is needed... ... to make it more sustainable.
  79. 79. In that sense. Emotional design can be... The way for designers to connect with people in a more profound way A practical method to incorporate experience centeredness into designSo...‣ A way to create sustainibility through connection. The Factor Clave? :-)
  80. 80. Books that may inspire you...
  81. 81. Since 1999 the Design & Emotion Society raises issues and facilitates dialogue among practitioners, researchers, and industry in order to integrate salient themes of emotional experience into the design profession. www.designandemotion.org
  82. 82. ‣ Non-verbal self report instrument ‣ 12 animated validated characters‣ PrEmoEmotional experience of products ‣ ‣ Measures low intensity and mixed character www.premo-online.com
  83. 83. Need to know more? marco.vanhout@susagroup.com Twitter: @demadera www.susagroup.com

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