This document discusses emotional design and how interaction designers can meet users' emotional needs. It introduces an emotional design model that involves identifying a moment in the user experience, formulating a universal message based on the designer's emotional response, and developing design solutions. Examples are provided of how mobile apps and websites can address users' emotions when awaiting delivery of a product or losing their phone to make them feel attended to and reassured. The model aims to help designers move beyond just fulfilling functional needs and create experiences that also fulfill emotional needs.

1. Emotional design
Design for emotions in the end user
Flin Nortier

2. We, as interaction designers,
are the future of expressivity
of organisations. This will be
more and more digital.

3. Interaction design

4. Interaction design
Concept
image: Koos Looijesteijn

5. Interaction design
Wireframes
Concept
image: Koos Looijesteijn

6. Interaction design
Wireframes
Graphic design +
copywriting

7. Interaction design
Graphic design +
copywriting
Programming

8. Interaction design
design
decisions
Concept
Wireframes
Graphic design
+ copy writing
Programming

9. The blind spot
•
From function to experience
Fulfilling functional needs
Fulfilling emotional needs

10. Functional needs
End users:
•
„I need a way to record audio”
•
„I need to buy this product”
•
„I need an overview of the creative industry in
Amsterdam”

11. Emotional needs
End users:
•
„I need to feel safe”
•
„I want to feel loved”
•
„I want to feel like a rich person”

12. Emotional needs
•
Basic human needs are pretty easy to predict
But emotions can be tricky:
•
Emotions are often complex and layered!
„Sad & hopeful”/„happy & surprised”/„grief & joy”
•
They can be hidden or latent

13. Source: Plutchik, R. (2003)

14. Emotional design
examples
Flitsmeister

15. Emotional design
examples
or?
Thriffty
Uber

16. Experience design
what is it?
Jared Spool says:
Aspired experience
Current experience

17. Experience design
why (financially)?
Pine & Gilmore say:

18. Experience design
how?
image: customerexperienceplanning.com

19. Missing step in the design
process: the message
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
Model created by: Flin Nortier & Marco van Hout

20. Experience design
improved design process
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
image: customerexperienceplanning.com

21. Emotional design
meeting the needs
1. Moment:
customer is awaiting delivery
of mobile phone
Details
Customer is anticipative/enthusiastic
about the product
Need: „I’m anxious to get hands-on”
Time until delivery is +- 2 weeks
Need: „I’m impatient”
image: customerexperienceplanning.com

22. Emotional design
meeting the needs
1 Moment: Customer is awaiting delivery of mobile phone
2. Response (universal message):
attend: „have an appetizer”
confirm: „it’s underway”
3. Design solutions:
Send a confirmation / status update e-mail, show package status when
customer logs in.
Offer access to free sms service, premium content, online interactive
demo of mobile phone.

23. Customer Journey
image: customerexperienceplanning.com

24. Customer Journey
l needs
motiona
E
change
image: customerexperienceplanning.com

25. Emotional design
meeting the needs
1. Moment:
customer lost her mobile phone
2. Response: „we’re sorry for your loss”
„how can we help?”
„here’s a special offer for a
replacement”
3. Design solutions:
Send a heart warming e-mail/give a call and offer
options to help out.
!
image: customerexperienceplanning.com

26. Emotional Design Model
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
Model created by: Flin Nortier & Marco van Hout

27. Emotional Design Model
before
1. Moment!
describe the moment!
2. Design solutions
convert your responses to concrete design solutions

28. Emotional Design Model
after
1. Moment!
describe the moment
2. Response: Universal message
consult your own intuitive emotional response!
3. Design solutions
convert your responses to concrete design solutions
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME

29. Emotional Design Model
Message 1
Message 2
Message 3
2. Universal message
1. Moment
3. Design solution
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME

30. How?
1. Pick a moment in the customer journey
2. Explore this moment carefully!
•
via market-/usability research, role play, …
3. Formulate a universal message!
•
Look at your own intuitive emotional reaction!
•
Then discuss the universal message and refine for brand/
organisational values with the client.!
4. Create design solutions

31. Flin Nortier
flin@sodastudio.nl
www.sodastudio.nl

32. Click to feel