View
929
Download
1
Category
Preview:
Citation preview
PSYCHOLOGY OF DESIGN
Dr. Pamela RutledgeDirector, Media Psychology Research Center pamelarutledge@gmail.com
@pamelarutledge
BRAND STORY &VIRTUAL REALITYMedia Summit New York 2016
Emotions & InstinctsUnconscious
RationalConscious
Emotions MasteryPain and gain ParticipationSelf-focused Social validation
Safety/Control Purpose
Narrative
Needs & GoalsAttention starts here
Can I use it easily?
Why do I care?
Can I share this experience with others?
What do I expect from this experience?
How does it make me feel?
How does it help me see myself better?
Customer Perspective
Build A Decision TreeDo I have a good story*?
Yes
Who Is My Audience?
Tech Savvy
Low Tech
Social
No
Go Get One
Define, Quantify, Measure
To Match Tech Attributes w/User
Expectations
DEFINE, QUANTIFY, MEASURE & MATCH• Technology– Equipment burden
• Cost, physical interference• User perceptions of technology type,
& emotional archetype• User Experience–Emotions–Needs• Control, mastery, social
connection
Match Tech with User Expectations & Needs
Technology
User Needs
IMMERSION
In the Zone
• ”Extraordinary” experience• Sense of presence &
transportation• Suspension of disbelief;
decreased resistance to persuasion
Technology
User Needs
IMMERSION
Out of the Zone
• Disrupts story• Loss of control• Social isolation• High adoption hurdle• Loss of immersion• Negative experience reflects
back on brand
EXIT POINTS
Recommended