This document discusses how companies can create emotional connections with customers through product design. It argues that focusing only on brand, design and functionality is not enough anymore and companies must find ways to surprise and delight users. It provides examples of "embedded courtesy" - subtle product behaviors and interactions that create positive emotional experiences for customers. The document advocates designing products to understand customer emotions, cognition and behaviors and testing ideas through prototypes and experiments. The goal is to create products that are remarkable and cause people to remark about them.

1. Towards an Emotional Connection
Parrish Hanna

2. I anticipate its future USE
I predict the EXPERIENCE of use
I predict the consequences of
OWNERSHIP

4. Where does Nokia hide that emotion?

5. Nokia LifeBlog

6. Where does Disney hide that emotion?

8. Where does Apple hide that emotion?

13. “Marketing is too important to leave to the marketing department”
Bill Hewlett
Co-founder of Hewlett-Packard

21. Today
Brand + form + colors, materials & finish + usable functions

22. Today
Brand + form + colors, materials & finish + usable functions
Future
That is not enough to win.

23. Focus on surprise and delight – it is unsurpassed in creating brand loyalty
1

24. “I plugged the audio recorder into my iPod and
it turned into a tape recorder. No downloads,
plug-ins, drivers. It just worked.”

25. “I can set playlists on my ipod and my car (a
mini) will let me access them through the pre-
set buttons on the radio. It somehow made my
ride to work more fun.”

26. “The sleep mode indicator on my Apple
Powerbook is a small LED slit that emits a
green glow. It slowly brightens and dims,
mimicking the rhythm of breadth. It’s as if the
computer is resting, and I breath out with it.”

27. “When using my TiVo, I always forward too far
when fast-forwarding through a commercial.
The system automatically rewinds to the very
end of the commercial. I love that.”

28. “I’ll turn off the windshield wipers on my Saab
… and ten seconds later, the car does one
more wipe to catch that stray drop. The drop
is always there.”

29. Hotmail – Junk folder & Empty command
Auto seat adjustment memory
SnagIt software – toolbar in PowerPoint, highlights
last visited site, capture, new page & auto embed
Gmail - grouped subject thread feature
“When I log into my Mac and I mistype the
password, the password window wiggles back and
forth as if shaking it's head No.“
A few others …

30. "Sorry to interrupt but haven't you been in front of
this computer long enough? We here at MINI are
worried you're not getting enough exposure to the
sun and stars. Don't worry, we'll be here all week.
So get going. Save your retinas for the road."

31. Soft Innovation Edgecraft Delighters

32. Embedded Courtesy

33. How does Embedded Courtesy become a use case?

34. Your phone is your identity
2

35. It is your communities, your network and your media … all within reach.

36. Profiles + Address Book + Content = Identity

37. How do we enable people to be who they want to be,
and be in total control?

38. How do we enable them to be …
Social
Clever
Whimsical
Entertaining
Desirable
There

39. Cognition – What people think
Emotion – What people feel
Behavior – What people do

40. The ultimate texture for design is a direct experience in which a Designer
can understand the essence of an emotion

41. Talk to at least one customer each week

42. Make models that anticipate and predict a customer’s interactions with a product

43. Experiment, test (or launch), fail, get smarter, iterate

44. Design for …
The display at the store
The first five minutes of use
Everyday use
5 years of use
Ease of disposal

45. To achieve success now you can't be invisible, you must
be remarkable. That means your products and your
company must have attributes that cause people to
remark about them.

46. Measuring success by behavior:
over 8,000 prospect buyers made $2,000 deposits on a vehicle that they
had never seen

48. Send me your favorite examples of embedded courtesy.
Thank you.
Parrish_h@hotmail.com