This document discusses emotional design and how to create products that evoke emotions. It explains that emotions play an important role in customer decisions and satisfaction. Emotional design is about making products enjoyable and pleasurable to use. The document provides various models of emotions and discusses how to use language, questions, and research to understand customer emotions. Examples are given of emotionally-designed products and websites that were successful because they made customers feel certain positive emotions like trust and satisfaction. Tools and resources for emotional design are also listed.

1. Emotional Design
Joely Gardner, PhD
Product Camp 2-27-10
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2. Agenda
1. Why bother with it?
2. What is Emotional Design?
3. How do you create emotional designs?
4. Examples
5. Group discussion of challenges and solutions
6. Resources
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3. Monetary value of emotions
“The customer rarely
buys what the company is
selling him.”
Peter Drucker
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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.
! Designing pleasurable, enjoyable products
is hard. That’s why it is a wonderful
challenge – and so much fun.
http://www.design-emotion.com/2004/12/15/getting-emotional-with-
donald-norman/
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8. Norman on emotions
! "To the practitioner of human
centered design, serving customers
means
! relieving them of frustration
! of confusion
! of a sense of helplessness
! Make them feel in control
! and empowered”
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10. Plutchik’s Basic Emotions
Basic emotions
Joy
Trust
Fear
Surprise
Sadness
Disgust
Anger
Anticipation
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11. PrEmo emotions
Pleasant emotions Unpleasant emotions
Desire Indignation
Pleasant surprise Contempt
Inspiration Disgust
Amusement Unpleasant surprise
Admiration Dissatisfaction
Satisfaction Disappointment
Fascination Boredom
http://studiolab.io.tudelft.nl/desmet/premo
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12. But HOW do I do it?
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13. A rare glimpse inside the brain
How do we know this?
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14. 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;197
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15. Left-Right Conflict
Say the COLOR not the word:
Black Blue
Yellow Green
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16. Engage the Left Brain
! Why?
! What are the benefits?
! Compare A to B
! What happens when...
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17. 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?
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18. Use the language of emotion
! What would you want to see that would
make you feel you can “trust” this product?
! REINFORCE desired behavior
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19. 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)
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20. The secret is to
“operationalize”
the desired feeling
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21. Designing products
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23. 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.”
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24. 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)
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26. Flip Video Designs
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27. Designing websites
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28. What emotion does this address?
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29. Emotional messages?
http://www.schwans.com/
#1 in website conversions, August 2009 – MARKETCHARTS.COM
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30. Emotional appeal of a pop-up
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31. Designing a service
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32. NetFlix
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33. Resources
! www.humaine.net
! http://www.ted.com/ (Technology, Education, Design)
! http://www.springerlink.com/content/8m620712861m0560/
- Article: “Emotional Design; Application of a Research-
Based Design Approach” Journal:
Knowledge, Technology & Policy, September 2007
! http://www.delmarresearch.com/ -- Bean’s Notes on
Customer Experience Advantage
! http://www.designingforhumans.com/idsa/
! http://www.designverb.com/
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34. Humaine.net
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35. http://studiolab.io.tudelft.nl/
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36. PrEmo (Product Emotion
Measurement Instrument)
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37. For a complimentary discussion,
contact:
Joely Gardner, PhD
Human Factors Research
760.510.1166
www.HumanFactorsResearch.com
joely.gardner@humanfr.com
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