This document discusses emotional design and how interaction designers can meet users' emotional needs. It introduces an emotional design model that involves identifying a moment in the user experience, formulating a universal message based on the designer's emotional response, and developing design solutions. Examples are provided of how mobile apps and websites can address users' emotions when awaiting delivery of a product or losing their phone to make them feel attended to and reassured. The model aims to help designers move beyond just fulfilling functional needs and create experiences that also fulfill emotional needs.
9. The blind spot
•
From function to experience
Fulfilling functional needs
Fulfilling emotional needs
10. Functional needs
End users:
•
„I need a way to record audio”
•
„I need to buy this product”
•
„I need an overview of the creative industry in
Amsterdam”
12. Emotional needs
•
Basic human needs are pretty easy to predict
But emotions can be tricky:
•
Emotions are often complex and layered!
„Sad & hopeful”/„happy & surprised”/„grief & joy”
•
They can be hidden or latent
19. Missing step in the design
process: the message
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
Model created by: Flin Nortier & Marco van Hout
20. Experience design
improved design process
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
image: customerexperienceplanning.com
21. Emotional design
meeting the needs
1. Moment:
customer is awaiting delivery
of mobile phone
Details
Customer is anticipative/enthusiastic
about the product
Need: „I’m anxious to get hands-on”
Time until delivery is +- 2 weeks
Need: „I’m impatient”
image: customerexperienceplanning.com
22. Emotional design
meeting the needs
1 Moment: Customer is awaiting delivery of mobile phone
2. Response (universal message):
attend: „have an appetizer”
confirm: „it’s underway”
3. Design solutions:
Send a confirmation / status update e-mail, show package status when
customer logs in.
Offer access to free sms service, premium content, online interactive
demo of mobile phone.
25. Emotional design
meeting the needs
1. Moment:
customer lost her mobile phone
2. Response: „we’re sorry for your loss”
„how can we help?”
„here’s a special offer for a
replacement”
3. Design solutions:
Send a heart warming e-mail/give a call and offer
options to help out.
!
image: customerexperienceplanning.com
26. Emotional Design Model
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
Model created by: Flin Nortier & Marco van Hout
27. Emotional Design Model
before
1. Moment!
describe the moment!
2. Design solutions
convert your responses to concrete design solutions
28. Emotional Design Model
after
1. Moment!
describe the moment
2. Response: Universal message
consult your own intuitive emotional response!
3. Design solutions
convert your responses to concrete design solutions
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
29. Emotional Design Model
Message 1
Message 2
Message 3
2. Universal message
1. Moment
3. Design solution
1. MOMENT
2. UNIVERSAL MESSAGE
3. DESIGN SOLUTION
TIME
30. How?
1. Pick a moment in the customer journey
2. Explore this moment carefully!
•
via market-/usability research, role play, …
3. Formulate a universal message!
•
Look at your own intuitive emotional reaction!
•
Then discuss the universal message and refine for brand/
organisational values with the client.!
4. Create design solutions