1. 1
Firecat First Friday coworking & brownbag topic
delivered by Susan Price, CEO and Chief Digital
Strategist.
2. Luckily
for
us
as
designers,
there
are
certain
emo6ons
that
are
hard-‐wired
into
every
human
being.
It’s
worth
studying
how
to
tap
into
those
emo6ons
and
use
them
to
impel
users
to
do
what
we
want
them
to
do.
2
3. Across
cultures,
human
beings
respond
with
warmth
to
baby
animals.
Especially
baby
mammals.
Even
people
who
don’t
like
kiAens,
puppies,
or
ducks.
We
can
engender
delight
and
openness
by
showing
these.
3
4. We’re
wired
to
find,
and
respond
with
posi6ve
emo6ons
to,
faces.
Brands
abound
that
simulate
the
eyes
and
mouth,
like
OXO.
When
somebody
is
looking
DIRECTLY
at
us
in
a
photo
or
video,
we
are
HARD
WIRED
to
pay
aAen6on.
Similarly,
when
the
depicted
person
looks
AT
something
–
even
only
by
virtue
of
a
layout
trick,
we
LOOK
IN
THAT
DIRECTION.
And
you
thought
you
were
smarter
than
your
dog
when
you
fake
throwing
the
s6ck!
4
5. Across
cultures,
empathy
manifests
in
mentally
healthy
individuals
at
very
young
ages.
“Arms
of
the
Angels”
with
Sarah
McLaughlin
singing
–
it
works!
5
6. The
tongue-‐thrust
is
a
universal
gesture
of
disgust
–
again,
across
cultures.
Based
on
pushing
something
disgus6ng
out
of
our
mouths.
We
work
to
engender
posi6ve
emo6ons
in
our
marke6ng
–
to
inspire,
to
delight.
But
we
work
the
nega6ve
emo6onal
space
too.
6
7. Fear
is
an
emo6on
that
we
MUST
ac6vate
in
order
to
get
people
to
take
ac6on
or
change.
We’ve
got
to
be
careful
with
fear;
it’s
easy
to
overdo.
But
we
ac6vate
anxiety
when
we,
for
example,
want
someone
to
sign
up
for
a
service,
or
buy
insurance.
Fear
of
loss.
Fear
of
missing
out
on
something.
Fear
of
making
the
wrong
decision.
7
8. Maslow’s
famous
hierarchy
of
needs.
We
work
our
way
UP
the
pyramid.
It’s
no
good
trying
to
get
love
or
be
actualized
if
you’re
starving,
or
going
2
weeks
solid
without
sleep.
8
9. One
of
the
best
takeaways
from
Aarron
Walter’s
book
Designing
for
Emo6on
was
this
mapping
of
user
experience
design
focus
to
the
Maslow
Hierarchy.
We
start
out
making
something
func6onal,
then
have
it
work
reliably.
Aer
that
–
we
make
it
USABLE,
a
place
I’ve
spent
a
lot
of
my
career
working
on.
But
the
top
part
of
the
pyramid
in
UX
has
largely
been
missing
in
a
LOT
of
UX
design.
We’re
leaving
behind,
to
a
large
extent,
the
6p
of
the
pyramid
where
real
change
happens.
9
10. Here
are
some
key
emo6ons
that
most
good
UX
designs
manipulate.
10
11. Like
all
design,
it
gets
beAer
the
more
you
think
about
it.
In
a
brilliant
film,
every
object
in
frame,
every
angle,
every
light
level
has
been
carefully
planned
out.
We
spend
a
lot
of
6me
at
Firecat
studying
our
target
users
–
what
mindsets,
beliefs,
and
likely
emo6onal
states
they
are
coming
in
with.
What
are
their
problems,
their
fears?
Match
them
where
they
are
–
then
take
them
where
you
want
them.
Let’s
get
started.
11
12. Manipula6on
of
the
emo6ons
of
our
users
can
feel
creepy.
These
are
POWERFUL
tools
–
use
them
for
good,
not
evil!
12
13. A
friend
of
mine,
an
execu6ve
coach,
told
me
a
story
of
him
going
to
see
the
famous
business
guru,
Stephen
Covey
(of
the
7
habits).
Covey
used
a
cobranding
trick
to
get
his
audience
to
think
beAer
of
him.
He’d
use
a
giant
screen
behind
him
and
run
a
clip
of
Ben
Kingsley
playing
Gandhi.
Stephen
Covey
=
Gandhi.
You
know
–
selfless,
saintlike,
wise,
powerful,
a
force
for
change.
13
14. So
I
started
thinking
–
who
would
I
project
behind
ME?
I
had
so
much
fun
with
this;
I
highly
recommend
it.
Ann
Richards
came
to
mind.
14
20. Another
key
takeaway
from
Aarron
Walters’
Designing
for
Emo6on:
Manipulate
TIMING
to
get
different
emo6onal
effects.
20
21. Surprise
–
such
as
the
unexpected
parallax
effects,
anima6on,
or
just
unusual
placement
or
humor
can
be
highly
effec6ve.
Our
adrenaline
rate
actually
goes
up
–
and
that
makes
an
event
much
more
memorable.
21
22. On
the
other
end
of
the
6ming
scale
is
an6cipa6on.
Make
people
wait
for
it
–
like
piling
on
the
benefits
before
you
show
the
price,
in
a
squeeze
page,
or
a
Ronco
commercial.
22
23. Here
are
some
best
prac6ces
for
leveraging
emo6on
in
UX
design.
I
will
add
here:
Check
out
Designing
for
Emo6on
and
other
books
from
A
List
Apart.
Make
notes
when
a
website,
mobile
app
or
other
interface
or
object
makes
you
happy,
or
mo6vates
you
to
take
an
ac6on
in
an
unexpected
way.
Look
for
how
you’re
being
manipulated.
One
last
bit
of
advice
–
In
order
to
delight,
it’s
fine
to
reference
yourself.
Make
YOURSELF
delighted.
You
may
not
please
everyone,
but
chances
are,
you’ll
connect
with
the
folks
that
maAer
to
YOU.
23
24. Speaking
TRUST
is
a
huge
emo6on
that
we
need
to
strive
to
build.
A
UX
is
a
RELATIONSHIP,
and
rela6onships
take
6me
to
build
trust.
24
25. Don’t
forget
the
amazing
power
of
MUSIC
and
AUDIO
to
s6mulate
and
manipulate
emo6ons.
Even
when
you’re
designing
a
SILENT
UX,
it
can
be
very
helpful
to
iden6fy
what
music
you
WOULD
play
–
it
helps
inspire
the
visuals
and
the
tone
of
the
text.
I
have
created
playlists
for
various
emo6onal
states.
I
have
Pissed
Off,
Tristesse,
to
take
me
from
nega6ve
to
posi6ve,
gradually.
They
really
work!
And
when
I’m
in
a
good
mood,
I
can
stay
that
way
with
She’s
Happy
or
Ojeat
or
Contempla6ve.
25
26. As
much
as
we
like
to
think
we
make
decisions
with
our
vastly
ra6onal
minds
and
keen
intellects
–
it’s
not
nearly
as
true
as
we
like
to
think.
The
default
choice
in
any
user
flow
is
extremely
persuasive
and
powerful.
A
UX
is
like
a
sentence
–
you
can
change
the
meaning
–
or
outcome
-‐
completely
by
moving
the
elements
around.
26
27. Dan
Ariely
is
a
pioneer
in
a
new
field
called
Behavioral
Economics.
He’s
the
author
of
Predictably
Irra6onal
and
other
great
books
that
explode
the
long-‐held
beliefs
of
tradi6onal
economists
that
human
beings
make
ra6onal
decisions
about
uses
of
money,
6me
and
other
important
things.
27
28. Thanks
for
listening!
Feel
free
to
suggest
other
Firecat
First
Friday
coworking
/
brown
bag
topics.
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