We live in a world where we want to feel again!
Emotional design has been around for decades but surprisingly only targets emotions in a one-dimensional way. For us to design 'moments that matter and last' we need to experiment with an emotional lens that is multi-layered. This requires bravery and creative thinking.
Together we will explore how to build connections between people, brands & society beyond behaviours and needs. Designing delightful moments is one thing, but after a while the novelty wears off. Let’s use Emotional Design to embrace the change we are facing today and make the world a better place through creativity tomorrow.
We’ll explore how to ...
• Navigate and design for all emotions
• Move from functional to emphatic interactions
• Layer emotions into Design Thinking
This talk at SXSW: https://schedule.sxsw.com/2022/events/PP118131
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Play with the Power of Emotions in Design
1. Play with the Power
of Emotions in Design
#emotionaldesign
2. Greet Jans
Head of Experience,
Future Platforms
Yasmin Borain
Chief Experience Officer,
Tribal Worldwide London
3. Today
3:30 - 3:35 Why we are here today? 5 min
3:35 - 3:50 Get inspired 15 min
3:50 - 3:55 Let's Workshop: The brief 5 min
3:55 - 4:10 Reframing the problem 15 min
4:10 - 4:25 Define needs + emotions 15 min
4:25 - 4:50 Concepting 25 min
4:50 - 5:00 Wrap up 10 min
4. “Designing for humans ...
their decisions and
behaviours are governed
as much by their
physiological, emotional
and cultural context."
Ete, CEO
“Recognising that our
emotions are complex,
interconnected and not
rational.”
Rakhi, CDO
“Looking underneath the
surface to those universal
human truths through
creativity, compassion
and curiosity.”
Jessica, Founder
Emotional design is ...
5. When a positive
connection is
created with a
brand
90%
of us are
more likely
to stay loyal
to brand
deloittedigital.com/us/en/blog-list/2019/in-our-feelings--how-emotion-elevates-customer-experience.html
88%
are more
likely to
spend more
91%
are willing to
advocate
on behalf of
the brand
6. Till now we
designed for
one emotion
Joy Sadness Grateful
Motivated Anger Surprise
9. Happy Sadness Disgust Fear Anger
Happy
Sadness
Disgust
Anger
Fear
Ecstasy Melancholy Intrigue Surprise Righteousness
Melancholy
Intrigue
Surprise
Righteousness
Despair
Self-loathing
Anxiety
Betrayal
Betrayal
Anxiety
Self-loathing
Prejudice
Revulsion
Revulsion Loathing
Loathing
Terror
Rage
Hatred
Hatred
And we
are
complex
10. The world we live in now
is about building
'emotional' relationships
11. Brand
People +
Society
Understand how
people feel and
why
Navigate and design
for emotional states
(multi-layered)
Include people —
embrace individuals,
cultural diversity, and
circumstances
12.
13.
14.
15. Passive & sameness
Loyalty by marketing strategy
Interactions that are
functional & transactional
Recognising & responding
Reinventing how brand behaves
& creating new relationships
Empathic interactions,
increasing over time
From To
Let’s create experiences
18. Key insights
Problem to solve Who we design for
People are looking for
different, more flexible
ways to work out.
• It’s hard to find
personalised content
(content overload)
• They want to mix digital
workouts with in gym
sessions
• Fitness needs to meet
their lifestyle.
People who are one foot
in, one foot out.
They are easily persuaded
by other things. Fitness is
just one of their options,
next to meeting friends.
It’s hard to get them loyal
to your brand.
• Digital sessions are equally
valued to in gym sessions
since the pandemic.
• Many have tried something
new and some of these
habits have become
permanent, e.g. live stream
classes, track devices,
personality driven session, …
• People are looking after their
mental and physical health in
combination with their sleep
and eating.
The brief
21. Reframing the problem - template
Behaviours - How people act? Habits - What people do regularly without thinking?
Motivations - What people want / drives them? Current emotions - What feelings come together?
22. Reframing the problem - some examples
Behaviours - How people act? Habits - What people do regularly without thinking?
Motivations - What people want / drives them? Current emotions - What feelings come together?
• People are experimenting with working out
online instead of going to a gym
• Open to try out a lot, but making them
commit to something (long term) is a lot
harder
• Stick to a class, product or trainer for a bit
and then on to the next every 4-8 weeks
• Will scroll endlessly on Instagram for their
food and workout inspiration
• Fight between mind and body
• Social aspect of working out is their main
driver
• Motivated + energised
• Insecure + empowered
• Sense of achievement + determination
25. Define needs + emotion - template
Functional need (JTBD)
<insert verb + object>
Emotional need
<insert multiple emotion>
When
Phase in Journey
+
Opportunity
areas
+
26. Define needs + emotion - some examples
Functional need (JTBD)
<insert verb + object>
Emotional need
<insert multiple emotion>
When
Phase in Journey
+
Opportunity
areas
+
• Find and book a class
directly from social
channels
to be inspired + focused Before
• Be able to flex and adapt
class times, duration and
location
to feel empowered +
dynamic
Before + during
• Find home workouts that
give the same vibe and
experience as in the
studio
to stay motivated +
energised
Before
• Get real time feedback to
get the most out of a
workout
to feel empowered +
dynamic
Before + after
29. Crazy 8s driven by emotion
8 min
Heads down - go for quantity!
10 min
Pick your favourite and validate
it with another emotion set.
5 min
Quick sharing with everyone