Design for
Emotional Impact
Akarsh Sanghi & Moritz Kronberger
#emotionalimpactWorkshop at The Family, Berlin
Write down the name of the last product or
service that you had a really great experience
with and why.
Exercise
Saves time Magical to use Gives you joy
Makes life easy Fun to use
Write
~ 3 minutes
Who are we?
Akarsh Sanghi & Moritz Kronberger
-Delhi, India
-Design @ N26
-Salzburg, Austria
-Design @ Zalando
What does it mean “Design for Emotional impact”?
Why is it important ?
How can you get started?
Today
“We are not in the design business,
we are in the people business”
Anne Pascual
A product should be more than something functional
and/or aesthetically pleasing and it should evoke an
emotion through th...
Visceral | Behavioral | Reflective
Don Norman’s framework
Visceral design
is about the initial impact a product has,
it’s appearance.
Behavioral design
is about look and feel-the overall experience of
using a product.
Reflective design
is about ones thoughts afterwards-how it makes
one feel.
Emotional design turns customers into
brand evangelists.
Why is it important?
An emotional connection between a product and
its users can increase engagement, trust and
satisfaction.
Why is it importa...
Share-back
Framework
Functional
Usable
Emotional
Functional
Usable
Emotional
Product market fit
Significant no. of people use it
Absolutely love the product
How to get started?
Motion Design
Why?
Disney knew that if they wanted to captivate their
audience they needed a layer of emotional
engagement. It’s how the...
Source:https://vimeo.com/93206523;Cento Lodigiani
Source:https://vimeo.com/93206523;Cento Lodigiani
Motion Principle 1
Motion conveys meaning.
https://material.io/guidelines/motion/material-motion;Google
Source:https://medium.freecodecamp.com/the-principles-of-ux-choreography-69c91c2cbc2a;Rebecca Ussai Henderson
Motion Principle 2
Motion creates spatial awareness.
Motion Principle 3
Learn from the real world.
Source:https://material.io/guidelines/material-design/material-properties;Google
Motion Principle 5
Delight the user.
Motion Principle 5
Less is more.
5 Principles of Motion
Motion conveys meaning.
Less is more.
Learn from the real world.
Motion creates spatial awareness.
...
What else
In early 2017, Airbnb launched the following campaign…
Around the same time, we also saw this happening…
Functional
Usable
Emotional
What else?
Thank you
#emotionalimpactWorkshop at The Family, Berlin
Contact us
@akarshsanghi mail@akarshsanghi.com
moritz.kronberger@gmail.com@mrtzio
https://material.io/guidelines/motion/material-motion;Google
https://www.ted.com/talks/don_norman_on_design_and_emotion
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)
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"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)

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Good products work, but amazing ones bring joy & delight.✨
Designing for functionality is not enough anymore. Users want full experiences that are emotionally appealing.
So how can you spark passion in your users' heart? 

In this workshop, Akarsh Sanghi and Moritz Kronberger will explore how to design products that create an emotional connection by leveraging the power of motion design. 

In 45mins, you will learn:
● Why motion design is important for digital experiences, and how it can foster user engagement, trust, & satisfaction.
● How to leverage motion to create more emotional experiences for your users.
● How to draw inspiration from your environment to inform motion in your product.

Moritz is a designer from from Austria focused on creating unique and joyful interactions in digital products. By day he is working at Zalando’s innovation team, The Studio and at night working on building his own product, Marble. He loves burgers, electronic music and can be found zipping around Berlin on his UNU. 

Akarsh is a designer and engineer from India currently working as a designer at N26. He co-created Marble along with Mortiz Kronberger. Previously he has studied, lived and worked in Delhi, Amsterdam, Copenhagen, Singapore and plans to continue his cross cultural wanderings. 

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"Designing for Emotional Impact"  by Akarsh Sanghi (N26) & Moritz K. (Zalando)

  1. 1. Design for Emotional Impact Akarsh Sanghi & Moritz Kronberger #emotionalimpactWorkshop at The Family, Berlin
  2. 2. Write down the name of the last product or service that you had a really great experience with and why. Exercise
  3. 3. Saves time Magical to use Gives you joy Makes life easy Fun to use
  4. 4. Write ~ 3 minutes
  5. 5. Who are we? Akarsh Sanghi & Moritz Kronberger
  6. 6. -Delhi, India -Design @ N26 -Salzburg, Austria -Design @ Zalando
  7. 7. What does it mean “Design for Emotional impact”? Why is it important ? How can you get started? Today
  8. 8. “We are not in the design business, we are in the people business” Anne Pascual
  9. 9. A product should be more than something functional and/or aesthetically pleasing and it should evoke an emotion through the use of pleasures. Patrick W.Jordan What is design for emotional impact?
  10. 10. Visceral | Behavioral | Reflective Don Norman’s framework
  11. 11. Visceral design is about the initial impact a product has, it’s appearance.
  12. 12. Behavioral design is about look and feel-the overall experience of using a product.
  13. 13. Reflective design is about ones thoughts afterwards-how it makes one feel.
  14. 14. Emotional design turns customers into brand evangelists. Why is it important?
  15. 15. An emotional connection between a product and its users can increase engagement, trust and satisfaction. Why is it important?
  16. 16. Share-back
  17. 17. Framework Functional Usable Emotional
  18. 18. Functional Usable Emotional Product market fit Significant no. of people use it Absolutely love the product
  19. 19. How to get started? Motion Design
  20. 20. Why? Disney knew that if they wanted to captivate their audience they needed a layer of emotional engagement. It’s how they became some of the first animators to create full-length feature films that captured an audience’s heart and made characters feel believable and relatable. Rebecca Ussai Henderson
  21. 21. Source:https://vimeo.com/93206523;Cento Lodigiani Source:https://vimeo.com/93206523;Cento Lodigiani
  22. 22. Motion Principle 1 Motion conveys meaning.
  23. 23. https://material.io/guidelines/motion/material-motion;Google
  24. 24. Source:https://medium.freecodecamp.com/the-principles-of-ux-choreography-69c91c2cbc2a;Rebecca Ussai Henderson
  25. 25. Motion Principle 2 Motion creates spatial awareness.
  26. 26. Motion Principle 3 Learn from the real world.
  27. 27. Source:https://material.io/guidelines/material-design/material-properties;Google
  28. 28. Motion Principle 5 Delight the user.
  29. 29. Motion Principle 5 Less is more.
  30. 30. 5 Principles of Motion Motion conveys meaning. Less is more. Learn from the real world. Motion creates spatial awareness. Delight the user.
  31. 31. What else
  32. 32. In early 2017, Airbnb launched the following campaign…
  33. 33. Around the same time, we also saw this happening…
  34. 34. Functional Usable Emotional What else?
  35. 35. Thank you #emotionalimpactWorkshop at The Family, Berlin
  36. 36. Contact us @akarshsanghi mail@akarshsanghi.com moritz.kronberger@gmail.com@mrtzio
  37. 37. https://material.io/guidelines/motion/material-motion;Google
  38. 38. https://www.ted.com/talks/don_norman_on_design_and_emotion

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