Jon Dodd, CEO of Bunnyfoot delivered a talk about the importance of emotion in creating engaging and persuasive designs that deliver superior user experiences. With a focus on considering emotional responses in customers during design phase, his presentation covered a brief introduction to user centred design including the theories and methods of producing emotive designs, how this sits within a wider framework of persuasion centred design, and the potential ways of observing and measuring emotional engagement to optimise the success of digital campaigns.

1. ON THE IMPORTANCE OF EMOTIONAL DESIGN
JON DODD
CEO and Co-Founder

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WHERE I CAME FROM...
Escaped from academic neuroscience
 Face perception
 Attractiveness
 Shampoo bottles
 Car shapes
 Trust...
 Decisions

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ESCAPED...
Started user (customer) experience
consultancy Bunnyfoot in 1999
In fact this is a lie...
 We were a usability and accessibility consultancy
 Then a user centred design consultancy
 Then a UX consultancy
 Now a joined up customer experience consultancy

5. Hopefully throwing some light on
how we get it to do what we want
Your customer
Today we are going to be looking
inside this a bit

6. Most of us humans arrogantly
suppose decisions are rational
and conscious
The cortex (and some
other parts) is where
conscious thought is
thought to occur

7. But most of our behaviour
including ‘complex’ behaviour is
non-conscious (sub-conscious)
The ‘older’ parts of
the brain – the brain
stem and mid-brain
work ceaselessly to
regulate us and
control us

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WHO IS REALLY IN CONTROL HERE?
Conscious
Non-conscious
In design we need to understand
and design for both

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THE BUNNYFOOT HIERARCHY OF CUSTOMER ACTION (HCA)
IT’S A USEFUL WAY OF FRAMING SOME OF WHAT WE WILL COVER

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CREATING PROFITABLE CUSTOMER EXPERIENCE WITH HCA
Emotional affect principles (e.g. Norman, Kano)
Intrinsic motivation, avoiding visceral -ves, causing arousal, fun, surprise...
Research/test
behavioural responses
Apply
the rules
e.g. MVT, analytics, User test
(usability, eyetracking, emotion...)
Design principles (e.g. Norman)
Usability principles (e.g. Schiederman, Nielsen, Molich )
Principles of perception (visual, auditory…)
Attractive product/price/service
Attractive tools and services
Market research
Improve
(& repeat)
BUILD IN PERSUASION & EMOTION WITH THE SAME UCD METHODS & ETHOS THAT
ARE USED TO DELIVER USABLE DESIGN OF DESIRABLE PRODUCTS & SERVICES
Persuasion and Trust principles from the fields of
behavioural economics and sociology (e.g. Cialdini, Fogg)

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LOVES TO DO
EMOTION, AROUSAL, ATTENTION

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IT’S A BIT MORE THAN THIS

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EMOTION IS IMPORTANT
People forget what you say,
but they remember how you made
them feel”“

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EMOTION IS IMPORTANT
“Emotional campaigns are
more than twice as effective
Les Binet

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EMOTION IS UNIVERSAL
The best and most beautiful things in the
world cannot be seen or even touched.
They must be felt with the heart.
Helen Keller
“

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EMOTION IS UNIVERSAL

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THE AESTHETIC-USABILITY EFFECT, AND SO MUCH MORE
“Attractive things make people feel good,
which in turn makes them think more
creatively…
…making it easier for people to find solutions
to the problems they encounter.
Don Norman

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EXERCISE
Think back to the first time you saw and used an iPhone
Think about
 where you were
 who showed you
 what you did
 what you thought
 what you felt

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NORMAN’S 3 CHARACTERISTICS OF DESIGN TO OBSERVE
Visceral Behavioural Reflective
Emotional Design: Why We Love (or Hate) Everyday Things,
Donald Norman, Basic Books, 2005
Initial impact or
appearance
How it feels to use What it make you think
about
+ others think - of you

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THERE ARE LOTS OF OTHER SOURCES AND THEORIES
Kano
Maslow Fogg

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BUT HOW CAN YOU ASSESS IT? OR MEASURE IT?
Subjective Objective
Verbal report
Questionnaires
Pic from emotional
pictures (faces)
ECG? fMRI etc…
Big white coat effect + not
practical
Pupil dilation
(via eyetracking)
Doesn’t work well –
methodological issues
Facial behavioural response
There could be something
in this…
Fundamental
problems because of
self report
but can be useful
In the end it’s a mix of methods that works

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FACIAL BEHAVIORAL RESPONSE
Base emotions Cognition ‘Emognition’
 Fear
 Happiness
 Sadness
 Anger
 Disgust
 Confusion
 Concentration
 Doubt
 Intrigue
 Consideration
 Amusement
 Surprise
 Guilt
 Empathy
 Anxiety
 Frustration
 Embarrassment
CODES FOR 17 STATES

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Eyes and eyelids (such as
blinking or tightening)
Facial muscle contractions
HOW WE CODE FOR FBR
Wrinkles that appear or
disappear
Location and shape of
eyebrows
White exposed in eyes and
pupil placement /dilation
Changes in the chin
Nostrils (such as flaring)
Cheeks twitching
Lip movements

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@jonbunnyfoot
jon@bunnyfoot.com
0845 644 0650
THANKS