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Design feeling: A secret superpower

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Design feeling: A secret superpower

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Design thinking is the big hype nobody escaped from the last couple of years. The problem with design thinking is that it relies almost entirely on thinking.

This analytic left-brain skill has resulted in a generation of products that are based on logic, but they miss passion. Just have a look at the immense “sameness” of most web design nowadays. In this talk you’ll learn about the strength of impulse, spontaneity, desire and intuition.

- Petra is an independent UI designer & consultant helping clients to visually brand their digital content. She is passionate about perception, design, beauty and colours, fascinated by the ability of design to evoke emotions, and the scientific reasoning behind it. if you want to book her for a life presentation, contact her via her website: volpelino.com

Design thinking is the big hype nobody escaped from the last couple of years. The problem with design thinking is that it relies almost entirely on thinking.

This analytic left-brain skill has resulted in a generation of products that are based on logic, but they miss passion. Just have a look at the immense “sameness” of most web design nowadays. In this talk you’ll learn about the strength of impulse, spontaneity, desire and intuition.

- Petra is an independent UI designer & consultant helping clients to visually brand their digital content. She is passionate about perception, design, beauty and colours, fascinated by the ability of design to evoke emotions, and the scientific reasoning behind it. if you want to book her for a life presentation, contact her via her website: volpelino.com

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Design feeling: A secret superpower

  1. 1. design feeling a secret superpower
  2. 2. Hi, I am Petra Sell, UI designer 
 & consultant.
  3. 3. –Paul Rand “Design is the silent ambassador of your brand.”
  4. 4. 1 statement 2 psychology 3 how-to
  5. 5. is UI design for you just the indulgent frosting?
  6. 6. –Aarron Walter “Would those persons show up to a job interview in their pyjamas because people only care about what they can do and not how they look?”
  7. 7. UX trend: complexion reduction
  8. 8. sameness effect —› products are look alikes
  9. 9. Will we turn into the same digital persona?
  10. 10. The problem with design thinking is that it relies almost entirely on thinking
  11. 11. Design Feeling calls for a return to what is natural and intuitive.
  12. 12. –Tim Brown, IDEO’s CEO “I should have been thinking so much less, and feeling so much more.”
  13. 13. Design Feeling is the most overlooked growth hack
  14. 14. Design is no stand-alone-solution
  15. 15. first: next:
 then: provide value functionable, reliable, usable target emotions
  16. 16. we all judge a book by it’s cover
  17. 17. the more emotional an experience, the better we remember.
  18. 18. Aesthetic design makes people more loyal of the brand and tolerant toward mistakes or failures.
  19. 19. let’s dive into the science
  20. 20. 3 levels of emotions to address in design: visceral behavioural reflective
  21. 21. First visceral reaction influences how users perceive relevance, credibility and usability.
  22. 22. keep in mind: we are irrational beings
  23. 23. we can talk to the unconscious by adding emotions
  24. 24. –Albert Einstein “The only real valuable thing is intuition.”
  25. 25. 95% of all decisions progressing is unconscious
  26. 26. super power: gut feeling
  27. 27. intuition is material: right brain scans constantly while left brain is consciously engaged
  28. 28. little test which city is bigger: 
 Detroit or Milwaukee?
  29. 29. brain filters out most info per second 10 billion sensory impulses; of which 40 consciously aware
  30. 30. this also leads to inattention blindness
  31. 31. https://youtu.be/z-Dg-06nrnc
  32. 32. eye fovea 
 > high res. narrow focus peripheral vision 
 > low res. guidance
  33. 33. 2 thumbs make up your focussed vision
  34. 34. humans have a very narrow focus
  35. 35. take care: eye tracking is only measuring central vision
  36. 36. how does design feeling work?
  37. 37. design support for unconscious mental processing
  38. 38. people need to belong/bond
  39. 39. stimulate different types of memory
  40. 40. tell the story with placement
  41. 41. save memory effort by using common ux patterns
  42. 42. Scrolling takes less brain power than clicking.
  43. 43. evoke emotions with 3C’s of interaction design Color Contrast Content
  44. 44. photos of humans easily evoke emotions
  45. 45. difficult content set in hard-to-read font, makes concentration bigger
  46. 46. but hard to read = hard to do
  47. 47. but most of all: use your intuition and gut feeling
  48. 48. design feeling is all about empathy
  49. 49. good designers are good listeners. They start by understanding, not solving.
  50. 50. https://youtu.be/1Evwgu369Jw
  51. 51. Meaning comes from usability & art
  52. 52. Anthropomorphism mirrow human emotions
  53. 53. side notes
  54. 54. atomic design (pattern) ‹ › creativity
  55. 55. design for all senses
  56. 56. upcoming: tab into mood of users to adjust interface
  57. 57. wrap up
  58. 58. –Aarron Walter “why do we settle for usable when we can make interfaces both usable and pleasurable?”
  59. 59. –Charlie Chaplin “we think too much and feel too little. More than machinery, we need humanity. More than cleverness, we need kindness and gentleness.”
  60. 60. thx for listening! @volpelino

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