Version 2.0 of Emotion Driven Design (an earlier talk) Are we getting the intended emotional response we set out to achieve? In this seminar, we explore the powerful effects of emotion-driven design on human behavior. Our decisions are based off of 10% logic and 90% emotion. Reversal Theory helps us understand how we constantly change from being «goal focused» to «explorative» and how we need to design for both of these states of mind. Through methods and examples, we gain a greater understanding for how we create engaging experiences and long term commitments by focusing on emotional design.

1. Emotional design
and human
behavior
Lillian Ayla Ersoy @lillaylaux

2. For every design action,
there is an emotional reaction.

3. ½

4. What is emotional design?

5. Emotional design revolves around our
needs as humans to bond and create a
connection between man and machine.

6. When you have two similar coffee
products, it’s your emotions that
chooses one over the other.

7. ”Designing an interface to be usable is
like a chef creating edible food.”
Aaron Walters, Design for emotion

8. Why we love or hate everyday things, Donald Norman
The emotional side of design
may be more critical to a
product’s success than it’s
practical elements.
– Donald Norman

9. ¨ Attractive things work better ¨
- Donald Norman

10. DESIGN HEIRARCHY OF HUMAN NEEDS
FUNCTIONAL
RELIABLE
USABLE
PROFICIENCY
CREATIVITY
PLEASURABLE

11. DesignedbyPascalRaabewiththehelpofCityID.http://www.paznow.com/ucd/

12. APPEARANCE
The Visceral Level
Initial impact, touch and feel
Gets us excited and curious

13. USABILITY
The Behavioral Level
How things work with relevant "
functions that fulfills needs

14. IMPACT
The Reflective Level (Long term)
Personal satisfaction, self image.
Is the product worth remembering

15. Our designs should be:
APPEALING
Grab attention
PLEASURABLE
Have fun
MEMORABLE
Build a relationship
EFFECTIVE
Guide the user
The Emotional Design Scale

16. “Emotional design is not about nice-to-have warm fuzzy
experiences, it’s central to daily life and the decision-
making process for consumers.
The more effectively we can apply emotional design in
our site, the better conversion rates and sales will be.”
Aaron Walter, Design for emotion

17. Plutchik’s Emotion Wheel

18. Emotional mapping
Picture:Kissmetrics.com

19. Design I I Emotion
Motivation

20. What causes us to go from a passive
¨browsing¨ state to an active ¨doing¨state?

22. The protective frame

23. Cognitive synergies can produce alternative
outcomes. Is the target group serious or playful?

24. The “protective frame” lets us focus
on the object without distractions.

25. The “protective frame” helps us
stay in the desired state of mind.

26. Motivation
Book:This is service design thinking

27. Making the functional emotional

28. This carafe is not just a carafe.
Meet BOO

37. Good design solves a solution.
Emotional design awakens the
senses, beyond the unexpected.

38. Tips on achieving emotional design

39. First impressions

42. Stimulating content

44. Seduction

46. Reward loyalty

48. Replace words with pictures

51. Emoticons, color & motion

53. Human-like gestures

55. Humor

57. Storytelling

59. Personality

61. Save the day when "
things go wrong

63. Emotional design is your insurance to maintain
audience trust when things aren’t going your way.
Aaron Walter, Design for emotion

64. Emotional design turns casual users into fanatics,
ready to tell others about their positive experience.
Aaron Walter, Design for emotion

66. Stop focusing on what the service should do and
start focusing on the impact it leaves on the consumer.

67. Thanks!
@lillaylaux
slideshare.com/lillayla
#emotionaldesign

68. RESOURCES AND FURTHER READING
§ Design for Emotion - Aaron Walter
§ This is Service Design Thinking - Marc Stickdorn, Jakob Schneider and co-authors
§ Stephen Anderson - Seductive design
§ Don Norman - Emotional Design: Why we love (or hate) everyday things
§ Michael Apter - Reversal Theory: The Dynamics of Motivation, Emotion and Personality (2007)
§ Sabina Idler - Not just pretty: Building emotion into your websites
http://uxdesign.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/
§ Tad Fry - Design with dissonance
http://uxdesign.smashingmagazine.com/2011/10/13/design-with-dissonance/
§ The evolutionary stability of a bi-stable system of emotions and motivations in species with an open-
ended capacity for learning
http://wiki.omega-research.org/The_evolutionary_stability_of_a_bi-
stable_system_of_emotions_and_motivations_in_species_with_an_open-
ended_capacity_for_learning

69. RESOURCES AND FURTHER READING
§ Design and Emotion Conference:
http://www.dande2012.com/
§ Design and Emotion Society:
http://www.designandemotion.org/
§ Researching meaning: Making sense of behaviour Simon Norris
http://www.nomensa.com/blog/2012/researching-meaning-making-sense-of-behaviour/
§ Heineken Club Concept. InSites Consulting
http://blog.insites.eu/2012/09/20/our-heineken-concept-club-community-wins-best-presentation-
award/
§ http://littlebigdetails.com/
§ http://designandemotion.org/blog/2011/07/29/getting-emotional-with-jeroen-van-erp/
§ https://social.ogilvy.com/why-edible-isn%E2%80%99t-good-enough-the-importance-of-emotional-
design/
§ http://www.fortune3.com/blog/2012/03/web-design-study-first-impressions/