Emotional Design: A Strategic Imperative. Agenda 5/7/10. You don t get points for must have s. Joely Gardner, PhD ASP, May 22, 2010
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1 Emotional Design: A Strategic Imperative Joely Gardner, PhD ASP, May 22, Agenda 1. Why bother with it? 2. What is Emotional Design? 3. How is it strategic? 4. How do you create emotional designs? 5. Examples 6. Group discussion of challenges and solutions 7. Resources 2 You don t get points for must have s What Excitement happens over time?? (Unknown WOW s) Time X X Performance (Spoken) X Didn t do it at all (Or very poorly) X X Neutral X Basic (Expected) Adapted from the work of Professor Noriaki Kano Did it Very well 3 1
2 Monetary value of emotions The customer rarely buys what the company is selling him. Peter Drucker 4 What is it? Brain child of Dr. Donald Norman Emotional Design: Why we love (or hate) everyday things (2003) 5 The challenge So, in Emotional Design, I don t give rules. The rules and practical advice are in Chapter 8. Unfortunately, right now, the book only has seven chapters
3 Norman on emotions Human centered design means Relieving customers of frustration Of confusion Of a sense of helplessness Make them feel in control And empowered 7 Go beyond expected change! NEEDS = Verbs Nouns 8 Where to start? 9 3
4 Plutchik s Wheel of Emotion feature/2001/4/the-nature-of-emotions 10 Plutchik s Basic Emotions Basic emotions Joy Trust Fear Surprise Sadness Disgust Anger Anticipation 11 A rare glimpse inside the brain How do we know this? 12 4
5 5/7/10 Emotions vs. Cognition fmri validates that emotion and cognition contribute to the control of thought and behavior conjointly and equally. Khalid and Helander Customer Emotional Needs in Product Design Concurrent Engineering, 2006; 14; Left-Right Conflict Say the COLOR not the word: Black Blue Yellow Green Engage the Left Brain Why? What are the benefits? Compare A to B What happens when
6 5/7/10 Engage the Right Brain How did you feel about that? What was the experience like? Tell me more about that. Frustrations? Best of all possible worlds vs. worst nightmare? 16 Use the language of emotion What would you want to see that would make you feel you can trust this product? 17 What tools access emotions? Open-ended questions Researcher s response to context: Body language ( You look ) Emotional tone ( You sound ) Use of words (negative vs. positive) Sighs (wishes) Eye blinks (signifies confusion or discomfort) 18 6
7 The secret is to operationalize the desired feeling 19 Designing products 20 Can hardware have an emotional appeal? 21 7
8 Norman on great products If you want a successful product, test and revise. If you want a great product, one that can change the world, let it be driven by someone with a clear vision. The latter presents more financial risk, but it is the only path to greatness. 22 Product Design: Economics vs. Hedonomics* ipod Marketed late Costs more Best selling MP3 player Why? Hedonomics! Easy to use Aesthetically appealing It s cool. It feels good. * Greek: eco/oikos (household); nomos (law); hedo (pleasure) 23 Flip Video Developed by Pure Digital Technologies in 2006 and acquired by Cisco Systems in 2009 for $590M For a business case study:
9 Flip Video Designs 25 Designing websites 26 What emotion does this address? 27 9
10 Emotional messages? #1 in website conversions, August 2009 MARKETCHARTS.COM 28 Emotional appeal of a pop-up 29 Designing a service 30 10
11 5/7/10 NetFlix 31 Resources (Technology, Education, Design) - Article: Emotional Design; Application of a Research -Based Design Approach Journal: Knowledge, Technology & Policy, September Bean s Notes on Customer Experience Advantage Humaine.net 33 11
12 5/7/ PrEmo (Product Emotion Measurement Instrument) 35 Did we cover the following? 1. Why bother with it? 2. What is Emotional Design? 3. How is it strategic? 4. How do you create emotional designs? 5. Examples 6. Group discussion of challenges and solutions 7. Resources 36 12
13 For a complimentary discussion, contact: Joely Gardner, PhD Human Factors Research joely.gardner@humanfr.com 37 13
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