Presentation by Balaji Subramanian

DESIGNING FOR HUMANDESIGNING FOR EMOTION

Emotion is important to design because virtually all the decisions we make are made because of either

how we feel, or how we anticipate we’ll feel.

of every buying decision is driven by emotion50%

Emotional vs Experience Design

EmotionalApproach that emphasizes the importance of eliciting users’ positive emotional responses.

ExperienceDesign practice focused on human outcomes - the level of engagement and satisfaction the user derives from a product or service

Emotion is at the heart of experience design.

“Emotion plays a powerful role in our lives and has gained significant attention as a priority area of study

in interaction design”– Golman & Jordan

Emotional vs Usability Focus on functional use Ease of use Errors and failure modes

Focus on emotional response "Joy of Use" Delight and pleasure modes

The cheetah-inspired XUV500 emerged from a careful study of the African wildcat.

Design Inspiration: A Battle Tank

Norman’s 3 level product design - To address cognitive and emotional processing

Visceral Behavioral Reflective

Visceral Design Physical features (look, feel, sound) dominate. When we perceive

something as ‘pretty’, that judgment comes directly from the visceral level. Shape and form matter, physical feel, texture, materials matter

The principles underlying visceral design are wired in, consistent across people and cultures. If you design according to these rules, your design will always be attractive.

The visceral appearance works at best when people say‘I want it’ first, then ‘what does it do?’ and then at last‘what does it cost?’.

Behavioral Design Function Understanding  Usability Physical Feel 

Reflective Design Message, culture, the meaning of the product or its use  Evoking personal remembrance  Self-image  Long-term customer experienceThe headset had to reinforce the image of muscular men in team sports (so it had to have visceral appeal, and meet the behavioural objectives and satisfying the coaches). 

 “The main goal in designing the Coaches Headset, was to create a cool new look for the product that is often overlooked as a background item, and turn it into an image-building product that attracts the viewer’s attention even in the high energy, action-packed context of the football game.”

Design that speaks to emotion is… Clear and easily understood Visually appealing Enjoyable Memorable Personal

Emotion, Mood & Trait Emotions, moods, traits, and personality Emotions last for relatively short periods –

minutes or hours Moods are longer lasting, measured perhaps in

hours or days Traits are very long-lasting, years or even a

lifetime Personality is the particular collection of traits of a

person that last a lifetime.

A “Like” button with more emotions

Thank You