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E XC E P T I O N A L D E S I G N
M A R I S S A LO U I E
I N G R E D I E N T S F O R
Twitter: @malouie
#UXNight
slideshare.net/malouie
Design Foundation1
We’ll go over…
Emotional Themes & Design Elements2
Bringing an Emotional Design Together3
Starting with a Solid
Design Foundation1
What is design?
Design is the
fundamental soul of a
man-made creation
that ends up expressing
itself in successive
outer layers.
S T E V E J O B S
My goal as a designer is to
_____________.
E R I C PA N
My goal as a designer is to give other humans
tools to shed their problems and achieve
their dreams.
TA R A S R I P U N V O R A S K U L
My goal as a designer is to wake up everyday
knowing my designs made a huge social impact
and inspired others.
D E V I N H A L L A DAY
My goal as a designer is to design a solution so
simple and revolutionary that it becomes
integrated in every life to the point that they
take it for granted.
My goal as a designer is to
make people feel GOOD
)
Pleasurable
Usable
Reliable
Functional
Missing!!!
Maslow’s Hierarchy of
Emotional Design
First order of business:
create an emotional brand
!
!
!
Memorable, pleasurable
Speaks to users
!
!
!
Makes users feel
Is expressive
EMOTIONAL BRAND
TRUMPET TECHNOLOGIES
algorithms happiness
BEHIND THE SCENES
Design team: NOT from d.school
B E YO N C É
Who needs a degree when you’re
SCHOOLIN' LIFE?
design
^
SUCCESS METRICS
One of the best apps I’ve seen. Beautifully
engineered, Ness is both attractive and intuitive.
It’s easy, quick to use, and the interface has a
minimalistic beauty to it.
Some users are going as far to call this the best
app in the App Store while many others have
already made this a favorite.
What users said
With a beautiful and sleek design, this intelligent
and intuitive app will leave you stunned.
The reason why this app is better than Yelp isn't
just because it recommends places to eat, it's
because the entire interface is designed around
the idea of actually helping someone decide
where they are going to have their next meal,
rather than providing a list of different options
that is too taxing to sift through, and too boring to
spark an interest in the next outing.
6,000,000
17
30,000,000
$13,200,000
750,000
Emotional Themes &
Design Elements2
Emotional design is beyond
usability and aesthetics
Which superpowers are
in your toolbox?
PR
Design
UI
UX
Product
Research
Branding
Marketing
Sales
Recruiting
Product
Management
Engineering
My toolbox:
Everything involved in building a tech product
The more you know, the more
you can feel
Consumer psychologists say
that people buy according
to how they feel about a
product: emotions, desire.
Not logic.
!
!
!
Familiar or new experience
Curiosity
!
!
Positive expectations!
Enticing content
ANTICIPATION
Connection
!
!
!
!
!
Matches my taste
!
Satisfies a real need
Play
JOY
Clear language
!
!
Easy to use
!
!
!
Privacy
!
UGC, Curation
TRUST
ANTICIPATION
JOY
TRUST
PLEASURABLE
Pleasurable
Missing!!!
=
Want. Need. Love.
It’s dangerous
!
!
Typography
!
!
!
Bold visuals upfront
!
Copywriting
ANTICIPATION
Fresh content
!
!
!
Easter eggs
Visually rich
!
!
!
Self-expression
JOY
iPhone accessories
Other clothes
Lace and
crocheted clothes
Tribal pattern
clothes
100 most popular items
!
!
!
Like-minded community
Easy to use
!
!
Top brands and bloggers!
Authenticity
TRUST
BEHIND THE SCENES
SUCCESS METRICS
Through Wanelo I have quickly learned what
clothes make me excited. I no longer go into a
store hoping something might peak my
interest.....I know what "look" I'm after and how I
want to feel. I have acquired so much insight to
see how much fun it can be to dress in different
moods, styles and venues.
What users said
This app is AMAZING. I'm addicted to it and all of
my friends are getting into it and we love it!!
!
I couldn’t have seashell lamps in my garage
without a mermaid tail and a swimming pool
equipped with floats with beer holders. You may
need rehab and financial counseling.
Absolutely fabulous, daaahling. I love that the app
updates are written in REAL people language!
Love and muffins from me too. If you are a
teenage girl, download this app.
What users said
11,000,000
6,000,000
800,000,000
200,000
$100,000,000
Bringing an Emotional
Design Together3
Pleasurable
Usable
Reliable
Functional
Missing!!!
Maslow’s Hierarchy of
Emotional Design
You can’t have an entertaining,
a delightful, an inspiring experience
unless it’s well-designed and
thought out.
That’s where
we’re focused in
terms of design.
M A R I S S A M AY E R
Where is the emotional design
in this feature?
Where’s the cream filling?
I WILL NOT SHIP
UNLESS I…
Look for ways to use animations
Ask how we want users to feel
Tap into my design superpowers
Have a compelling brand as a foundation
Understand human emotions
I WILL NOT SHIP
UNLESS I…
Look for ways to include Easter eggs
Believe my product is pleasurable
Really want users to find it pleasurable
Convey emotion through UI: funny, etc.
Use emotive copywriting & content
Are we following the original
design brief?
Design Foundation1
We covered…
Emotional Themes & Design Elements2
Bringing an Emotional Design Together3
WE WILL SAY NO…
FEATURE OVERLOAD!
!
!
!
BAD TASTE!
!TECHNICAL INCOMPETENCE!
!
!
UGLY EGOS!
tiny little
EMOTIONAL SPIKES
of HAPPINESS
M A R I S S A LO U I E
Twitter @malouie
!
Dribbble @malouie
!
Slides slideshare.net/malouie
!
Email marissa.louie@yahoo.com
THANK YOU

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