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Feeling the future:
How emotions help us
design for tomorrow
December 2020
Yasmin Borain
Chief Experience Officer,
Tribal Worldwide London
Greet Jans
Head of Experience,
Future Platforms
“Design must seduce,
shape, and perhaps more
importantly, evoke an
emotional response”
April Grieman
Emotional
Design
Reflective
(It completes me)
Behavioural
(I can master it)
Don Norman’s emotional design
Visceral
(I want it!)
Functional
Task focus
Anderson’s hierarchy of needs
Reliable
Experience focus
Usable
The missing piece
Pleasurable
Has
meaning
Going beyond functional and
usable and creating products that
deliver positive experiences for
users - products that people love.
What is emotional design
When a positive
connection is
created with a
brand
90%
of us are
more likely
to stay loyal
to brand
Source: https://www.deloittedigital.com/us/en/blog-list/2019/in-our-feelings--how-emotion-elevates-
customer-experience.html
88%
are more
likely to
spend more
91%
are willing to
advocate
on behalf of
the brand
Till now we
designed for
one emotion
Happiness Sadness Fear
Disgust Anger Surprise
As
humans,
we are
multi-
layered
Behaviours
Emotions
Motivations
Habits
Source: https://unsplash.com
Happy Sadness Disgust Fear Anger
Happy
Sadness
Disgust
Anger
Fear
Ecstasy Melancholy Intrigue Surprise Righteousness
Melancholy
Intrigue
Surprise
Righteousness
Despair
Self-loathing
Anxiety
Betrayal
BetrayalAnxietySelf-loathing
Prejudice
Revulsion
Revulsion Loathing
Loathing
Terror
RageHatred
Hatred
And we
are
complex
Technology
as an enabler
“By 2022, your personal
device will know more
about your emotional
state than your own
family.”
— Annette Zimmermann
Is emotion the main
driver for changing
lives for the better?
The world we live in now …
Technology is
better at
understanding
us - recognising,
and responding
to our emotions
People want
to express
themselves
and share
their emotions
Our society is
focused on
emotional
intelligence and
well-being
Designers need to create experiences
Passive and sameness
Loyalty by marketing strategy
Purely functional and
transactional interactions
Recognising and responding
Reinventing how brand behaves
and creating new relationships
Empathic interactions,
increasing over time
BrandPeople
Understand how
people feel and why
Navigate and design for all
emotions (our multi-layered
selves that changes over
time)
Build in different
perspectives — embracing
individuals, cultural diversity,
and circumstances
Building ‘emotional’ a
relationship between
Communicate with
empathy. Be authentic
and relevant
Source: https://www.insider.com/most-creative-face-masks-people-
have-designed-2020-5
Elvie Pump
Source: https://9to5google.com/2019/06/27/google-maps-
crowdedness-predictions/
Source: https://www.elvie.com
Emotional
design
Today Tomorrow
Creating
experiences
that respond
to people at
any given
moment.
Going
beyond
functional
and usable.
Creating
products
people love.
The question is not whether
experiences should have any
emotions, but whether they can
be anything without them.
YASMIN
linkedin.com/in/yasminborain
Twitter @coelestine
GREET
linkedin.com/in/greetjans
Twitter @teergsnaj

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Feeling the future: how emotions help us design for tomorrow