SlideShare une entreprise Scribd logo
1  sur  28
Télécharger pour lire hors ligne
1
Firecat First Friday coworking & brownbag topic
delivered by Susan Price, CEO and Chief Digital
Strategist.
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
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
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
Across	
  cultures,	
  empathy	
  manifests	
  in	
  mentally	
  healthy	
  
individuals	
  at	
  very	
  young	
  ages.	
  “Arms	
  of	
  the	
  Angels”	
  with	
  
Sarah	
  McLaughlin	
  singing	
  –	
  it	
  works!	
  
5
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
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
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
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
Here	
  are	
  some	
  key	
  emo6ons	
  that	
  most	
  good	
  UX	
  designs	
  
manipulate.	
  
10
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
Manipula6on	
  of	
  the	
  emo6ons	
  of	
  our	
  users	
  can	
  feel	
  
creepy.	
  These	
  are	
  POWERFUL	
  tools	
  –	
  use	
  them	
  for	
  good,	
  
not	
  evil!	
  
12
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
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
Or	
  Wonder	
  Woman!	
  
15
Billie	
  Jean	
  King!	
  
16
Barbara	
  Jordan!	
  
17
They	
  don’t	
  have	
  to	
  be	
  all	
  women,	
  either,	
  I	
  decided.	
  So	
  –	
  
Leonardo	
  da	
  Vinci!	
  
18
Einstein!	
  OK,	
  enough.	
  Do	
  try	
  it	
  yourself.	
  
19
Another	
  key	
  takeaway	
  from	
  Aarron	
  Walters’	
  Designing	
  for	
  
Emo6on:	
  Manipulate	
  TIMING	
  to	
  get	
  different	
  emo6onal	
  
effects.	
  
20
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
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
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
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
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
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
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
Thanks	
  for	
  listening!	
  Feel	
  free	
  to	
  suggest	
  other	
  Firecat	
  
First	
  Friday	
  coworking	
  /	
  brown	
  bag	
  topics.	
  
28

Contenu connexe

Similaire à Designing for Emotion - Coworking Discussion

The Power of Storytelling | Lisa Horvat, Strategic Storytellers Inc.
The Power of Storytelling | Lisa Horvat, Strategic Storytellers Inc.The Power of Storytelling | Lisa Horvat, Strategic Storytellers Inc.
The Power of Storytelling | Lisa Horvat, Strategic Storytellers Inc.CanadaHelps / MyCharityConnects
 
The psychology of brand experience - creating brand personality
The psychology of brand experience - creating brand personalityThe psychology of brand experience - creating brand personality
The psychology of brand experience - creating brand personalityAndy Marshall
 
7 core principles of improv
7 core principles of improv7 core principles of improv
7 core principles of improvIan Mclaughlin
 
7 Core Principles of Improv
7 Core Principles of Improv7 Core Principles of Improv
7 Core Principles of ImprovBev Fox
 
7 Core Principles of Improv
7 Core Principles of Improv7 Core Principles of Improv
7 Core Principles of ImprovBev Fox
 
7 Core Principles of Improv
7 Core Principles of Improv7 Core Principles of Improv
7 Core Principles of ImprovIan Mclaughlin
 
DIY top10 neuro-advertising
DIY top10 neuro-advertisingDIY top10 neuro-advertising
DIY top10 neuro-advertisingKim Kingsbury
 
Walnut unlimited 12 human insights
Walnut unlimited   12 human insightsWalnut unlimited   12 human insights
Walnut unlimited 12 human insightsMRS
 
Creating a Healthy Digital Culture: How empathy can change our organizations
Creating a Healthy Digital Culture: How empathy can change our organizationsCreating a Healthy Digital Culture: How empathy can change our organizations
Creating a Healthy Digital Culture: How empathy can change our organizationsDomain7
 
Creating a Healthy Digital Culture by Kevan Gilbert (Now What? Conference 2015)
Creating a Healthy Digital Culture by Kevan Gilbert (Now What? Conference 2015)Creating a Healthy Digital Culture by Kevan Gilbert (Now What? Conference 2015)
Creating a Healthy Digital Culture by Kevan Gilbert (Now What? Conference 2015)Blend Interactive
 
Disruptive perception
Disruptive perceptionDisruptive perception
Disruptive perceptionLandor
 
Idea - The Currency of the 21st Century
Idea - The Currency of the 21st CenturyIdea - The Currency of the 21st Century
Idea - The Currency of the 21st CenturyNinja Van Vietnam
 
Story Telling Mckinley PCMA 2014 Montreal
Story Telling Mckinley PCMA 2014 MontrealStory Telling Mckinley PCMA 2014 Montreal
Story Telling Mckinley PCMA 2014 MontrealMcKinley Solutions
 
Executive Book Summary of MADE TO STICK
Executive Book Summary of MADE TO STICK Executive Book Summary of MADE TO STICK
Executive Book Summary of MADE TO STICK Anjali Mehta
 
Create a better website
Create a better websiteCreate a better website
Create a better websitetonycouto
 
Snap: 10 facts about the human brain to help you create a better website
Snap: 10 facts about the human brain to help you create a better websiteSnap: 10 facts about the human brain to help you create a better website
Snap: 10 facts about the human brain to help you create a better websiteSnap
 
We collaborations.v.2.0
We collaborations.v.2.0We collaborations.v.2.0
We collaborations.v.2.0Sanjay Rathee
 
Brand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitBrand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
 

Similaire à Designing for Emotion - Coworking Discussion (20)

#NOW (Extract)
#NOW (Extract)#NOW (Extract)
#NOW (Extract)
 
The Power of Storytelling | Lisa Horvat, Strategic Storytellers Inc.
The Power of Storytelling | Lisa Horvat, Strategic Storytellers Inc.The Power of Storytelling | Lisa Horvat, Strategic Storytellers Inc.
The Power of Storytelling | Lisa Horvat, Strategic Storytellers Inc.
 
The psychology of brand experience - creating brand personality
The psychology of brand experience - creating brand personalityThe psychology of brand experience - creating brand personality
The psychology of brand experience - creating brand personality
 
7 core principles of improv
7 core principles of improv7 core principles of improv
7 core principles of improv
 
7 Core Principles of Improv
7 Core Principles of Improv7 Core Principles of Improv
7 Core Principles of Improv
 
7 Core Principles of Improv
7 Core Principles of Improv7 Core Principles of Improv
7 Core Principles of Improv
 
7 Core Principles of Improv
7 Core Principles of Improv7 Core Principles of Improv
7 Core Principles of Improv
 
DIY top10 neuro-advertising
DIY top10 neuro-advertisingDIY top10 neuro-advertising
DIY top10 neuro-advertising
 
Walnut unlimited 12 human insights
Walnut unlimited   12 human insightsWalnut unlimited   12 human insights
Walnut unlimited 12 human insights
 
Creating a Healthy Digital Culture: How empathy can change our organizations
Creating a Healthy Digital Culture: How empathy can change our organizationsCreating a Healthy Digital Culture: How empathy can change our organizations
Creating a Healthy Digital Culture: How empathy can change our organizations
 
Creating a Healthy Digital Culture by Kevan Gilbert (Now What? Conference 2015)
Creating a Healthy Digital Culture by Kevan Gilbert (Now What? Conference 2015)Creating a Healthy Digital Culture by Kevan Gilbert (Now What? Conference 2015)
Creating a Healthy Digital Culture by Kevan Gilbert (Now What? Conference 2015)
 
The Digital Journeymen
The Digital JourneymenThe Digital Journeymen
The Digital Journeymen
 
Disruptive perception
Disruptive perceptionDisruptive perception
Disruptive perception
 
Idea - The Currency of the 21st Century
Idea - The Currency of the 21st CenturyIdea - The Currency of the 21st Century
Idea - The Currency of the 21st Century
 
Story Telling Mckinley PCMA 2014 Montreal
Story Telling Mckinley PCMA 2014 MontrealStory Telling Mckinley PCMA 2014 Montreal
Story Telling Mckinley PCMA 2014 Montreal
 
Executive Book Summary of MADE TO STICK
Executive Book Summary of MADE TO STICK Executive Book Summary of MADE TO STICK
Executive Book Summary of MADE TO STICK
 
Create a better website
Create a better websiteCreate a better website
Create a better website
 
Snap: 10 facts about the human brain to help you create a better website
Snap: 10 facts about the human brain to help you create a better websiteSnap: 10 facts about the human brain to help you create a better website
Snap: 10 facts about the human brain to help you create a better website
 
We collaborations.v.2.0
We collaborations.v.2.0We collaborations.v.2.0
We collaborations.v.2.0
 
Brand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitBrand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
Brand Box 5 - How To Say It - The Marketer's Ultimate Toolkit
 

Plus de Susan Price

Adopt & Adapt: A Faster Path to Experience Governance & Standards
Adopt & Adapt: A Faster Path to Experience Governance & StandardsAdopt & Adapt: A Faster Path to Experience Governance & Standards
Adopt & Adapt: A Faster Path to Experience Governance & StandardsSusan Price
 
Usable Design Systems with Marti Gold
Usable Design Systems with Marti GoldUsable Design Systems with Marti Gold
Usable Design Systems with Marti GoldSusan Price
 
Service Design & Service Blueprints
Service Design & Service BlueprintsService Design & Service Blueprints
Service Design & Service BlueprintsSusan Price
 
Remote Moderated Usability Testing & Tools
Remote Moderated Usability Testing & ToolsRemote Moderated Usability Testing & Tools
Remote Moderated Usability Testing & ToolsSusan Price
 
Segment for Success: Target specific customer groups to amplify your results
Segment for Success: Target specific customer groups to amplify your resultsSegment for Success: Target specific customer groups to amplify your results
Segment for Success: Target specific customer groups to amplify your resultsSusan Price
 
Segment for Success: Target specific customer groups to amplify your success
Segment for Success: Target specific customer groups to amplify your successSegment for Success: Target specific customer groups to amplify your success
Segment for Success: Target specific customer groups to amplify your successSusan Price
 
Strategy Sprints: Align Teams & Get Traction Quickly
Strategy Sprints: Align Teams & Get Traction QuicklyStrategy Sprints: Align Teams & Get Traction Quickly
Strategy Sprints: Align Teams & Get Traction QuicklySusan Price
 
Design Your Clients' Experience ... and your own
Design Your Clients' Experience ... and your ownDesign Your Clients' Experience ... and your own
Design Your Clients' Experience ... and your ownSusan Price
 
Social Media Freshness via Editorial Calendar
Social Media Freshness via Editorial CalendarSocial Media Freshness via Editorial Calendar
Social Media Freshness via Editorial CalendarSusan Price
 
Using LinkedIn for Business Development
Using LinkedIn for Business DevelopmentUsing LinkedIn for Business Development
Using LinkedIn for Business DevelopmentSusan Price
 
Modern Usability Tools & Techniques
Modern Usability Tools & TechniquesModern Usability Tools & Techniques
Modern Usability Tools & TechniquesSusan Price
 
Your 24/7 Portal: Optimize Your Website
Your 24/7 Portal: Optimize Your WebsiteYour 24/7 Portal: Optimize Your Website
Your 24/7 Portal: Optimize Your WebsiteSusan Price
 
Responsive Web Design - Breaking Points
Responsive Web Design - Breaking PointsResponsive Web Design - Breaking Points
Responsive Web Design - Breaking PointsSusan Price
 
TEDxSanAntonio Sponsors 2011
TEDxSanAntonio Sponsors 2011TEDxSanAntonio Sponsors 2011
TEDxSanAntonio Sponsors 2011Susan Price
 
Privacy & Transparency in Digital Life
Privacy & Transparency in Digital LifePrivacy & Transparency in Digital Life
Privacy & Transparency in Digital LifeSusan Price
 
Soc med lvcc_2010
Soc med lvcc_2010Soc med lvcc_2010
Soc med lvcc_2010Susan Price
 
Bmpr 10forseo july2010
Bmpr 10forseo july2010Bmpr 10forseo july2010
Bmpr 10forseo july2010Susan Price
 
TEDxSanAntonio sponsor presentation 2010
TEDxSanAntonio sponsor presentation 2010TEDxSanAntonio sponsor presentation 2010
TEDxSanAntonio sponsor presentation 2010Susan Price
 
Soc med northcc_cf_os_2010
Soc med northcc_cf_os_2010Soc med northcc_cf_os_2010
Soc med northcc_cf_os_2010Susan Price
 
Soc med 10for10_2010
Soc med 10for10_2010Soc med 10for10_2010
Soc med 10for10_2010Susan Price
 

Plus de Susan Price (20)

Adopt & Adapt: A Faster Path to Experience Governance & Standards
Adopt & Adapt: A Faster Path to Experience Governance & StandardsAdopt & Adapt: A Faster Path to Experience Governance & Standards
Adopt & Adapt: A Faster Path to Experience Governance & Standards
 
Usable Design Systems with Marti Gold
Usable Design Systems with Marti GoldUsable Design Systems with Marti Gold
Usable Design Systems with Marti Gold
 
Service Design & Service Blueprints
Service Design & Service BlueprintsService Design & Service Blueprints
Service Design & Service Blueprints
 
Remote Moderated Usability Testing & Tools
Remote Moderated Usability Testing & ToolsRemote Moderated Usability Testing & Tools
Remote Moderated Usability Testing & Tools
 
Segment for Success: Target specific customer groups to amplify your results
Segment for Success: Target specific customer groups to amplify your resultsSegment for Success: Target specific customer groups to amplify your results
Segment for Success: Target specific customer groups to amplify your results
 
Segment for Success: Target specific customer groups to amplify your success
Segment for Success: Target specific customer groups to amplify your successSegment for Success: Target specific customer groups to amplify your success
Segment for Success: Target specific customer groups to amplify your success
 
Strategy Sprints: Align Teams & Get Traction Quickly
Strategy Sprints: Align Teams & Get Traction QuicklyStrategy Sprints: Align Teams & Get Traction Quickly
Strategy Sprints: Align Teams & Get Traction Quickly
 
Design Your Clients' Experience ... and your own
Design Your Clients' Experience ... and your ownDesign Your Clients' Experience ... and your own
Design Your Clients' Experience ... and your own
 
Social Media Freshness via Editorial Calendar
Social Media Freshness via Editorial CalendarSocial Media Freshness via Editorial Calendar
Social Media Freshness via Editorial Calendar
 
Using LinkedIn for Business Development
Using LinkedIn for Business DevelopmentUsing LinkedIn for Business Development
Using LinkedIn for Business Development
 
Modern Usability Tools & Techniques
Modern Usability Tools & TechniquesModern Usability Tools & Techniques
Modern Usability Tools & Techniques
 
Your 24/7 Portal: Optimize Your Website
Your 24/7 Portal: Optimize Your WebsiteYour 24/7 Portal: Optimize Your Website
Your 24/7 Portal: Optimize Your Website
 
Responsive Web Design - Breaking Points
Responsive Web Design - Breaking PointsResponsive Web Design - Breaking Points
Responsive Web Design - Breaking Points
 
TEDxSanAntonio Sponsors 2011
TEDxSanAntonio Sponsors 2011TEDxSanAntonio Sponsors 2011
TEDxSanAntonio Sponsors 2011
 
Privacy & Transparency in Digital Life
Privacy & Transparency in Digital LifePrivacy & Transparency in Digital Life
Privacy & Transparency in Digital Life
 
Soc med lvcc_2010
Soc med lvcc_2010Soc med lvcc_2010
Soc med lvcc_2010
 
Bmpr 10forseo july2010
Bmpr 10forseo july2010Bmpr 10forseo july2010
Bmpr 10forseo july2010
 
TEDxSanAntonio sponsor presentation 2010
TEDxSanAntonio sponsor presentation 2010TEDxSanAntonio sponsor presentation 2010
TEDxSanAntonio sponsor presentation 2010
 
Soc med northcc_cf_os_2010
Soc med northcc_cf_os_2010Soc med northcc_cf_os_2010
Soc med northcc_cf_os_2010
 
Soc med 10for10_2010
Soc med 10for10_2010Soc med 10for10_2010
Soc med 10for10_2010
 

Dernier

Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 

Dernier (19)

Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 

Designing for Emotion - Coworking Discussion

  • 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
  • 18. They  don’t  have  to  be  all  women,  either,  I  decided.  So  –   Leonardo  da  Vinci!   18
  • 19. Einstein!  OK,  enough.  Do  try  it  yourself.   19
  • 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.   28