Emotional Design (Duncan Thomas, Pomegranate)
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Presentation by Duncan Thomas, Pomegranate, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)
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Emotional Design (Duncan Thomas, Pomegranate)
- 2. 20 Mins of your life: • Digital’s evolution to emotional. • Emotional design framework. • Cases in action.
- 3. 1960-80’s Raiding the lost art! 90’s 2000’s 2016> Emotional use in design Height Tech focused Re-emergence of Emotional design
- 4. Emotions…
- 5. 95% of our decisions are emotional. *Professor Gerald Zaltman So what’s all the fuss about?
- 6. So what’s all the fuss about? Emotionally engaged customers x2 more valuable than satisfied. *Harvard Business Review 2016
- 7. Commercial Impact Growth Optimisation Differentiation Risk £ Efficiency Opportunity
- 9. Adding the real depth of knowledge
- 11. From lists
- 12. Pages
- 13. Journeys
- 15. The global emotion detection and recognition market is expected to reach $65 Billion by 2023 Report: Market Research Future 2018 Where next?
- 16. The impact of Emotion on design
- 17. From transactions to relationships Building the Emotional Design Framework John
- 18. Goals not tasks Life Goals End Goals Experience Goals How do I want to feel from this… What do I want to achieve How can it add more meaning
- 19. Emotionally connected VisceralExperience Goals I want it / I need it Goals Emotional Design BehaviouralEnd Goals It makes me feel smart ReflectiveLife Goals I can tell stories about it
- 20. Emotional Framework Experience Goals Visceral Motivations Visceral Design Hedonics Visual Stimuli System 1 Implicit End Goals Behavioural Motivations Behavioural Design UX Journeys, Interaction & Usability Emotional Usability Life Goals Reflective Motivations Reflective Design Decision Science Brand Persona Storytelling Interviews Workshops TestingAffecting Impact Implement
- 22. Results in action Bringing new relief to IBS sufferers. Visceral Behavioural Reflective
- 23. Anxiety / Trust Medical perceptions Caring, understanding and friendly Visceral Triggers Emotional Framing Motivations Detractors Attractors John: 34 - IBS Suffer Visceral Engagement
- 25. Inclusion of humanNon Human 36% Increased CTR ImageryColourShapeMessage Gut Stomach Tummy
- 26. Increased Ad CTR by 37% £170k in 6 Mths Trial Uptake 3,500 Conversion to Purchase > 45% • Trial Strategy • Acquisition Strategy • Website • Brand alignment
- 27. Results in action Visceral Behavioural Reflective Changing the world for clinical Laboratories.
- 28. From Instruments and Technology Solutions and Problem solvers to Behavioural Mind shift
- 29. Changing the conversation A new way of interacting
- 30. Lab
- 32. Global digital comm’s strategy and web roll out 40 Countries Launches Sept 2019 4 Year Change programme across Marketing and Sales Achieved $32m uplift yr2 • Multi Channel Digital overhaul • Communications Strategy • Experiential • Brand Transformation
- 33. Results in action Visceral Behavioural Reflective From Product to Protector.
- 34. From functional machines Caring Brand partner to Reflective Brand Relationship
- 36. Diagnosing reality Customer Pains Customer Service
- 37. Reduced CPA from £18.30 to £3.80 = Saving over £1.8m Customer Care Strategy = £3m reatttibuted Reduced redundant calls by over 40% = Saving £1.5m • Multi-channel • Acquisition Strategy • Website • Service Strategy
- 38. In Summary…
- 39. Pomegranate & Emotional Ignition TM
- 40. Thank you all for listening Get in touch at: www.pomegranate.co.uk duncan@pomegranate.co.uk +44 (0)20 7336 7322 Making the journey as exciting as the destination
- 42. Your turn... Q & A