5. BRANDING
FOR IRANIAN
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
6. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
7. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
8. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
16. NEW YORK
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
20. B COMMUNICATIONS
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
26. DRESSED AS
A WOMAN
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
IN
32. XD
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
is the practice of designing
products, processes, services,
events, omnichannel journeys,
and environments with a focus
placed on the quality of the user
experience and culturally
relevant solutions.
33. UX
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
(UX, UXD or UED) is the
process of enhancing user
satisfaction by improving the
usability, accessibility, and
pleasure provided in the
interaction between the user
and the product.
34. IXD
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
is the practice of
designing interactive
digital products,
environments, systems,
and services.
36. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
LIKE MANY OTHER
DESIGN FIELDS THEY
ALL HAVE AN INTEREST
IN FORM BUT THEIR
MAIN FOCUS IS ON
BEHAVIOR.
37. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
CHANGE OF
BEHAVIOR
THROUGH
‘EMOTIONS’
38. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
EMOTIONAL
DESIGN
39. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
?
40. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
FOR EVERY ACTION,
THERE IS AN EQUAL
AND OPPOSITE
REACTION.
- NEWTON
41. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
FOR EVERY DESIGN
ACTION, THERE IS AN
EMOTIONAL
REACTION.
- SOMEWHERE ON THE INTERNET
42. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
LET’S TALK
DESIGN
43. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
PURPOSE, PLANNING,
OR INTENTION THAT
EXISTS OR IS THOUGHT
TO EXIST BEHIND AN
ACTION, FACT, OR
MATERIAL OBJECT.
THAT’S DESIGN
44. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
WHAT ABOUT
EMOTIONAL
DESIGN THEN?
45. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
EMOTIONAL DESIGN
REVOLVES AROUND OUR
NEEDS AS HUMANS TO
BOND AND CREATE A
CONNECTION BETWEEN
MAN AND MACHINE.
[PRODUCT, INTERFACE, SPACE, ETC.]
46. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
SELF-ACTUALIZATION
SELF-ESTEEM
LOVE / BELONGING
SAFETY
PHYSIOLOGICAL
MASLOW’S HIERARCHY - HUMAN NEEDS
47. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
CREATIVITY
PROFICIENCY
USABILITY
RELIABILITY
FUNCTIONALITY
DESIGN HIERARCHY OF HUMAN NEEDS
48. “I NEED A WAY TO
RECORD AUDIO”
FUNCTIONAL NEEDS
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
49. “I NEED TO BUY THIS
PRODUCT”
FUNCTIONAL NEEDS
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
50. “WHAT’S THE BEST
PLACE TO EAT IN NYC?”
FUNCTIONAL NEEDS
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
51. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
“I NEED TO FEEL
SAFE”
EMOTIONAL NEEDS
52. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
“I WANT TO FEEL
LOVED”
EMOTIONAL NEEDS
53. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
“WHAT’S IT LIKE TO
FEEL RICH?”
EMOTIONAL NEEDS
55. TELL ME
SHOW ME
INVOLVE ME
USER GOALS
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
56. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
TELL ME
SHOW ME
INVOLVE ME
TIME/EXPERIENCE POOR
TIME/EXPERIENCE RICH
57. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
TELL ME
SHOW ME
INVOLVE ME
EXPLANATION
EXPERIENCE
58. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
APPEALING
GRAB THE USER’S ATTENTION AND
INFLUENCE THEIR PERCEPTION.
59. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
EFFECTIVE
GUIDE THE USER’S ATTENTION AND
MAKE SURE THEY FIND WHAT THEY
ARE LOOKING FOR.
60. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
PLEASURABLE
ALLOW THE USER TO APPRECIATE
YOUR PRODUCT, SITE, APP, ETC.
AND HAVE FUN.
61. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
MEMORABLE
BUILD A RELATIONSHIP WITH THE
USER AND ENSURE A POSITIVE
MEMORY OF YOU.
63. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
64. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
65. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
66. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
67. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
68. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
69. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
70. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
71. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
HOW
CAN WE
APPLY
THIS?
72. SENSE OF
BELONGING
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
73. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
WHAT
DOES
THAT
MEAN?
75. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
A MOMENT IN AN
EXPERIENCE WHEN THE
CUSTOMER IS
EXPERIENCING A CHANGE
OR ESCALATION OF
EMOTION.
OWN-ABLE MOMENT
79. UBER
LACK OF
PAYMENT
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
80. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
SPOTIFY
CONTEXTUAL
GENRES
81. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
MORE THAN
45% OF
PLAYLISTS ARE
BASED ON
CONTEXT
82. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
HOW DO WE
LOOK FOR
CONTEXT?
83. USER =
HUMAN
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
DUH!
84. HUMAN>
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
DEVICE, TECHNOLOGY, IDEA, PLATFORM, …
85. GET TO
KNOW YOUR
USER
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
89. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
PICK A
MOMENT
90. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
EXPLORE THE
SHIT OUT OF
THE MOMENT
91. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
FORMULATE
A GOALLOOK AT YOUR OWN INTUITIVE EMOTIONAL REACTION
92. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
LOOK AT
THE TOUGHT
PROCESSBRAKE IT DOWN INTO TASKS AND THE SORT OF QUESTIONS AND
CONSIDERATIONS THAT USERS WILL MAKE AT EACH STEP.
94. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
TALK ABOUT
IT WITH
SOMEONEREMEMBER WE ARE HUMANS DESIGNING FOR HUMANS
96. CREATE YOUR
DESIGN
SOLUTION
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
97. TRY IT OUT,
TEST IT,
BREAK IT…
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
BURN IT! [DON’T TRY THIS AT HOME]
98. GO BACK
AND DO IT
AGAIN
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
99. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
OH WAIT!
104. HOW CAN WE
MAKE TODDLERS
WASH THEIR
HANDS MORE?
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
106. GET
OUT OF
THE
HOUSE
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
109. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
110. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
111. @SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015
112. GET OUT
THERE AND
MAKE
SOMETHING
@SOHEIL_O — SOHEIL.OLIAEI@GMAIL.COM — FOR ACADEMY OF ART UNIVERSITY — SAN FRANCISCO, CA — JULY 2015
XD @ THE ACADEMY
SOHEIL OLIAEI — JULY 2015