Speaker: Leila Entezam Does your brand need an emotional story to connect with audiences? Are you looking for a way to increase engagement and transform your audience from one-time consumers to loyal fans? Learn how to incorporate the latest insights from psychology, neuroscience, decision making research, and business into your marketing campaign to transform your marketing from informational to unforgettable.

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Emotional Intelligence (EQ)-Centered
Design,
Using Emotions to Increase Brand
Engagement

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Last time I was here..
Psychology and Entrepreneurship
This time..
Psychology and “Product”

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• Introduction
• Definitions
• Research
• Interactive sensory exercise
• EQ in Tech
• Tools

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Quick Introduction
“Feel stuff to do stuff”

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• Definitions
• “Product”
• Emotional Intelligence (EQ)
• The capacity to be aware of, control, and express one's
emotions, and to handle interpersonal relationships
judiciously and empathetically (Google)
• “Being good at feelings –yours and others’”

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*https://www.inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html
**https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
***https://www.healthcare-informatics.com/news-item/ehr/survey-physicians-cite-ehrs-biggest-contributor-burnout
• Research
• Harvard Professor Says 95% of Purchasing Decisions Are
Subconscious*
• HBR: Research across hundreds of brands in dozens of categories
shows that the most effective way to maximize customer value is to
move beyond mere customer satisfaction and connect with customers
at an emotional level – tapping into their fundamental motivations and
fulfilling their deep, often unspoken emotional needs.**
THOUGHTS?

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• Feelings are the language your body uses to communicate with
you
• To create a feeling (engagement design), everything matters -
word choice, color, images, sounds, feedbacks
• Experiential sensory exercise (Smell, Feel, Hear, Sight,
Taste)
• What are you “leaving on the table”? (missed opportunities
to connect)

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• Additional considerations affecting impact
• Know your audience intimately
• Personal associations of your audience (ex – images
of fire/CA residents)
• Primal drivers (brain always in “are we safe/is this ok?”
mode, is your design triggering that?)

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•EQ in Tech
•Recognition technology
•Affectiva – detect human emotion from face and voice
•Sample application: prescription management
(Mabu Robot)
•Cyrano - identifies and responds to emotions,
commitment level, and communication style in real
time
•Sample application: mental health

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• Opportunity for Greater EQ
• Alexa
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• VR example

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Audience Examples

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• Tools
• Increase your self awareness (journal)
• Increase your knowledge (self-reflection materials)
• Increase your exposure to new experiences/people

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#humanizingtechnology #userexperience #humanengagement #emotionAI
Including EQ is a necessity, not a luxury.
How’s your company’s EQ?
Questions?
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