Mit Usability ist es nicht getan. Damit der User zurück kommt, braucht es Emotionen.

1. Usability is so 2012...

2. MAKE THE USER SMILE
Emotional Design

3. About me
 Remy Blaettler
 Spent 8 years across the ocean
 Then back with my own translation agency
Supertext
 Chief of the System

5. User's hierarchy of needs
Functional
Usable
Reliable
Pleasurable
Missing

6. Why?
 Only bad usability leaves a lasting
impression
 Good usability is taken for granted
 We are looking for the «Have you seen
this» effect

7. Skeuomorphismus
Isn’t flat design bad for emotions?

8. Lets do it

9. R.I.P. Clippy 1997 - 2007

10. Be context sensitive
 Time
 Weather
 Place
 Etc.

13. Feathers

17. Greetings and goodbye
Boring
 Hello Remy
In the morning
 Good morning Remy
 Almost time for lunch?
Afternoon
 We hope you’re on the way home soon?

18. Greetings and goodbye
Evening
 Wow, still at work, Remy?
Before a holiday, instead of «Regards»
 Happy Easter!
 Enjoy your long weekend!

19. Use humor

28. Give automation a personality
 Emails are signed with «Boxed Ice Robot
Llama» at Boxed Ice
 Don’t do the noreply thing

29. Or be personal
 Sign automated emails a name
 Address the customer with his name
 Use the appropriate greeting (Du/Sie)
 Hey Paul
 Dear Mister Smith
 Make sure this is stored appropriately in
your CRM
 But then people might write back?!

30. Error Pages

38. Copywriting
Which is the most interesting way to
describe a 4,700-pound chandelier?
A. Blinged out
B. More brilliant than a studious Christmas
tree
C. A death trap
D. Really big and shiny

39. Copywriting
“The Tooth Fairy is a burglarizing fetishist
specializing in black-market ivory trade, and
she must be stopped. Today’s Groupon
helps keep teeth in mouths and out of the
hands of maniacal, winged phantasms.”

40. Copywriting
Pikante Sauce
EUR 1.95
Vulkanausbruch auf der Zunge
EUR 1.95

41. Copywriting
Nil-Kreuzfahrt, 14 Tage,
al inclusive, EUR 699
Liebesurlaub auf Kleopatras Spuren.
14Tage, all inclusive, EUR 699

42. Bills (Supertext Reminder)
Hi.
I’m the computer at Supertext. During the
cleanup of my hard drive, I found the
following open payment:
{ Payment Information }
Nobody knows about this here yet, please
pay quickly so it stays that way.

43. Next: Emotional CRM
“Emotional customers are not problematic
customers. They are customers who care.”
 Track your customers emotions
 From feedback
 Product reviews
 Social Networks
 And ACT upon them!

44. Next: Experience Design
Motion Sensor: Switches on the light, when
you enter the room
Path: No check-in necessary, the app
dectects automatically if a user stays in one
place.
Netflix: Who’s watching the movie? Me, my
wife or my friends? Recommend

45. Contact
remy@supertext.ch
@swissghostrider

46. Links
Examples
 Little Big Details
Link Collection
 http://mem.to/t/g/63Cvwe644
Better copywriting
 http://blog.supertext.ch/2010/01/referat-
im-technopark-zurich/

47. THANK YOU, THANK YOU!
The end.

51.  SupertextAG
 The first copywriting and translation agency
on the internet.

52. Emotions make the difference
Humans are not rational beings.
A human is a walking bag of squishy meat
and liquids, awash in chemicals.

53. Bad emotions are the worst
 Music
 Flash intro
 Full screen
 New windows
 Lost passwords during sign-up
 Errors 

56. Team Pages
Good place to play around a little
Ideas
 Handwritten signature
 Automatic daily horoscope
 Mouse-over pic with something funny
behind it
Avoid:
 Information that is too personal

62. Personal not personalized
 Be personal in e-mails, newsletters and on
your webpage.
 Personalization is often just another
feature that clutters the interface
 Du / Sie in German. Track it in your CRM
 «Hi Remy» sounds so much better than
«Dear Mister Blättler»

63. Error Pages
 Avoid them 
 Plan for all cases, check logs, analytics
 Use the same design

65. Error Pages
 Avoid them 
 Plan for all cases, check logs, analytics
 Use the same design
 Apologize and calm the user down

66. Error Pages
 Avoid them 
 Plan for all cases, check logs, analytics
 Use the same design
 Apologize and calm the user down
 Help with the next step / recovery
 Allow for feedback

68. Risks
 Emotions are emotions!
 Some will hate them. Some will love them.
 Be careful where you use them. If used
properly, they can be a very powerful way
to create an identity and a connection to
your brand.

69. Links
 Cool 404 Error Pages
 404 Best Practices
 Fab404
 Emotional Interface Design
 Don’t listen to Le Corbusier

70. You can download this presentation
from
blog.supertext.ch

71. Set the stage right

74. Typography
Blackrock
Western Store
Blackrock
Western Store