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Emotion and usability

Why is it so that some products become a huge success and other don’t? I bet that each of you has racked his brains with this question for a while. I also did it many, many times. Why do I catch myself buying products every now and then that don’t offer any usability? Why do I keep things that I hardly ever use? And how come there are objects that I use every day without even noticing, as a habit? This talk will answer all these questions by looking into the emotional connections we establish with certain products. We will quantify our perception of objects to get a deeper understanding of the various factors that affect us. We will discuss emotions, usability, conceptual models and much more relating to Don Norman’s famous framework for the Three Levels of Design.

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Emotion and usability

  1. 1. 1 Emotion & Usability
  2. 2. 2 Hi  I’m Stefan  UX Architect at Infragistics  IDF local leader
  3. 3. 3
  4. 4. 4 What makes us human?
  5. 5. 5 React
  6. 6. 6 Envision
  7. 7. 7  For us humans they work together Two types of information processing  Affective processing  Cognitive processing  Stimulus Stimulus  Perceive  React  Relate  Imagine
  8. 8. 8 Norman’s three levels of design  Visceral – unconscious perception of appeal  Behavioral  Reflective
  9. 9. 9 Norman’s three levels of design  Visceral  Behavioral – unconscious perception of task appropriateness  Reflective
  10. 10. 10 Mental model  The model each user creates for the utilization of the product Mental modelConceptual model Product appearance
  11. 11. 11 Norman’s three levels of design  Visceral  Behavioral  Reflective – conscious envisioning thinking
  12. 12. 12 Illustrating the levels when buying shoes  Visceral  Behavioral  Reflective
  13. 13. 13 Illustrating the levels with a smartphone purchase  Visceral  Behavioral  Reflective
  14. 14. 14 Emotion  Distinct and subjective feeling state in response to external stimuli or a mental process
  15. 15. 15
  16. 16. 16 Experience over and over again
  17. 17. 17 Emotions stick
  18. 18. 18 Emotion in UIs  Elicit  Detect  Transfer
  19. 19. 19 Emotion in UIs  As a primary or a secondary expression tool
  20. 20. 20 Emotion in UIs  As a primary or a secondary expression tool
  21. 21. 21 Emotion in UIs  As a primary or a secondary expression tool
  22. 22. 22 Emotion in UIs  Positive and negative emotions depend on context
  23. 23. 23 Emotion in UIs  Positive and negative emotions depend on context
  24. 24. 24 Microsoft create a sense of stability and security with a pleasant snap at the end after gradually slowing down. Anemotions Image credits: http://www.davidmcgavern.com/ company-animation-styles/
  25. 25. 25 Disney offers squeeze, stretch and bouncing to convey playfulness and give life to objects. Anemotions Image credits: http://www.davidmcgavern.com/ company-animation-styles/
  26. 26. 26 Facebook uses the spring at the end to give comfort and predictability but at the same time playfulness. Anemotions Image credits: http://www.davidmcgavern.com/ company-animation-styles/
  27. 27. 27 Google use slight easing at the end but moves faster to give a sense of speed. Anemotions Image credits: http://www.davidmcgavern.com/ company-animation-styles/
  28. 28. 28 Looney Tunes gives a sense of familiarity and joy by replicating behaviors of specific cartoon characters. Anemotions Image credits: http://www.davidmcgavern.com/ company-animation-styles/
  29. 29. 29 Apple offers calmness and predictability by mimicking acceleration and deceleration as in nature. Anemotions Image credits: http://www.davidmcgavern.com/ company-animation-styles/
  30. 30. 30 In short  Information processing  Norman’s three levels of design  Emotion  Emotion in digital products  Anemotions
  31. 31. 31  sivanov@infragistics.com stefanivanovux

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Why is it so that some products become a huge success and other don’t? I bet that each of you has racked his brains with this question for a while. I also did it many, many times. Why do I catch myself buying products every now and then that don’t offer any usability? Why do I keep things that I hardly ever use? And how come there are objects that I use every day without even noticing, as a habit? This talk will answer all these questions by looking into the emotional connections we establish with certain products. We will quantify our perception of objects to get a deeper understanding of the various factors that affect us. We will discuss emotions, usability, conceptual models and much more relating to Don Norman’s famous framework for the Three Levels of Design.

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