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Semelhante a Win hearts, win users with emotional design
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Win hearts, win users with emotional design
- 3. Uber chases emotional connection and teams with Spotify to offer personalised music experience http://www.thedrum.com/news/2014/11/17/uber-chases-emotional-connection-and-teams-spotify-offer-personalised-music
- 4. “Emotional design is the BACKBONE of e-commerce design.” — Kirsten Green, Founding Partner of Forerunner Ventures
- 5. “You will have no chance of creating something people will love unless you’ve already made something people actually want.” — Alexis Ohanian, co-founder of Reddit
- 7. “Before your application can create an emotional relationship with the user, it must get the basics right. The emotional relationship, THE DELIGHT, is what you layer on top.” — Aral Balkan, Designer of Feathers
- 8. Maslow’s hierarchy of human needs Aaron Walter https://speakerdeck.com/aarron/learning-to-love-humans-emotional-interface-design
- 9. Optimal User Experience – Cindy Chastain OPTIMAL USER EXPERIENCE FUNCTION PERFORMANCE EASE-OF-USE tangible BEAUTY EMOTION MEANING intangible
- 11. usable = edible
- 15. “The pleasurable layer is very powerful.” — Aarron Walter, Designing for Emotion & Designer of MailChimp
- 16. “Empathy is the way we connect with one another, it is the platform for emotion.” — Aarron Walter, Designing for Emotion & Designer of MailChimp
- 17. “The danger is in confusing ‘EASE OF USE’ with ACTUALLY DESIRING TO USE SOMETHING.” — Stephen Anderson,
- 18. 3 Levels of Processing – Donald Norman VISCERAL pre-consciousness attractiveness first impression BEHAVIORAL use of product function performance usability REFLECTIVE full impact of thought & emotion message culture meaning of product or its use
- 19. “Make a good FIRST IMPRESSION.” — Alexis Ohanian, co-founder of Reddit
- 20. HALO EFFECT GUT REACTION
- 21. GOOD for me? BAD for me?
- 22. “Interactions rarely happen with people we don't trust.” — Seth Godin
- 23. Word of mouth Direct interaction Graphics Tone of voice T R U S T
- 24. WORD OF MOUTH
- 26. “Trust is a gut feeling… more than a rational process and visual design affects emotions in a very powerful way, perhaps more than any other stimuli.” — James Putorti
- 27. MINT for iPad
- 28. Urgency rarely leads to trust.
- 29. Oh Mailchimp monkey, Just as I get frustrated with wrangling email addresses, you’re there with your little witticisms to cheer me up! Aarron Walter Designing for Emotion http://www.youtube.com/watch?v=ks91vBm3oT8
- 30. “Products are people too.” — Aarron Walter, Designing for Emotion & Designer of MailChimp
- 34. “Attractive things make people FEEL GOOD which in turn makes them think more creatively.” — Don Norman
- 37. Appealing Effective Pleasurable Memorable DESIGN
- 38. F O U N D A T I O N O F G O O D DE S IGN Design goals Prospective users Context of use
- 39. RESOURCES Designing For Emotion by Aarron Walter http://www.abookapart.com/products/designing-for-emotion The Basics Of Emotional Design by Nancy Young http://www.hongkiat.com/blog/emotional-design/ The Personality Layer by Simon Schmid http://www.smashingmagazine.com/2012/07/18/the-personality-layer/ Not Just Pretty: Building Emotion Into Your Websites by Sabina Idler http://www.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/ Seductive Interaction Design, Stephen Anderson http://www.amazon.com/Seductive-Interaction-Design-Effective-Experiences/dp/0321725522 The Art & Science of Seductive Interactions, Stephen Anderson http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions Emotional Design: Why We Love (or Hate) Everyday Things by Don Norman http://www.amazon.com/Emotional-Design-Love-Everyday-Things/dp/0465051367 User-centric vs. Maker-centric Language: 3 Essential Guidelines by Janelle Estes, Nielsen Norman Group http://www.nngroup.com/articles/user-centric-language/
- 40. Create a product people will #EmotionalDesign @erinartworks #modevcon
Notas do Editor
- Emotional design and how you can increase your userbase by using emotional design when designing your app. Design for People is a new digital experience design consultancy located in McLean Virginia (Washington DC area).
- We experience a wide rage of emotions. From positive emotions like Pleasure, Joy, Surprise to Negative emotions Sadness, Anger Emotional design helps you to evoke emotions in your users: Pleasure, joy, surprise (do something unexpected and fun) expectation (tell something interesting before the launch) Exclusivity, Anticipation
- Great brands know the power in making an emotional connection with their audience. Uber recently partnered with Spotify to build an emotional connection with their users. Uber customers who have a premium account with Spotify will be able to link their playlists to the Uber app and select the music they want to hear when they get in a taxi.
- your product strategy and functionality need to be right before you start thinking about adding emotional design.
- Humans need to achieve elementary states of being, such as health and safety, before they can start thinking about higher-level needs, such as self-actualization. Aaron Walter, Designing for Emotion
- Cindy Chastain, SVP User Experience & Design at MasterCard
- The color of the paint on the walls, the drapes, the furniture and decorations… the smells…… the music playing, create an experience.. … emotion
- Just because something is edible, doesn’t mean you’re going to want to eat it. You can get your daily intake of vitamins and minerals from any kind of food, a piece of dry toast, or a boring sandwich… or… Source: Designing for Emotion – Aarron Walter http://www.youtube.com/watch?v=ks91vBm3oT8
- Emotional design is the sweet layer on top, but we wouldn’t want to do this. Image source: http://www.edutopia.org/blog/serious-games-not-chocolate-broccoli-matthew-farber
- Good wine and a delicious meal that is well presented. Source: Designing for Emotion – Aarron Walter http://www.youtube.com/watch?v=ks91vBm3oT8
- The experience of connecting with friends. This gives us pleasure, this makes us happy.
- Source: Designing for Emotion – Aarron Walter http://www.youtube.com/watch?v=ks91vBm3oT8
- When we empathize with people we understand how they feel. When we know how people feel we can design to evoke a specific emotion.
- Just because something is usable doesn’t mean people will want to use it.
- The appearance of a design makes up only one level of visual design — the visceral design. The behavioral level relates to how the product works, and the reflective level relates to the long-term impact of the design.
- Your mom always told you to make a good first impression. Job interview or Blind date You never have a second chance to make a good first impression
- Which guy would you rather do business with? Quick decisions based on emotions (positive and negative) Every decision you make on a daily basis is chosen with emotion… emotion is the gut instinct, a gut reaction The Halo Effect is when one trait is used to make an overall judgment of that person or thing. It supports rapid decisions, even if biased ones. The Halo Effect is a well documented social-psychology phenomenon that causes people to be biased in their judgments by transferring their feelings about one attribute of something to other, unrelated, attributes. A tall or good-looking person will be perceived as being intelligent and trustworthy, even though there is no logical reason to believe that height or looks correlate with intelligence and honesty. Source: http://www.nngroup.com/articles/halo-effect/
- Emotion is how we make decisions.
- People will not buy something from a site or app they don’t trust. Source: Seth Godin Blog: Evoking online trust http://sethgodin.typepad.com/seths_blog/2013/11/evoking-online-trust.html
- Word of mouth – The most effective, by far. If I’ve heard good things about you from people I know, the entire relationship changes. You get the benefit of the doubt. (brand) Direct interaction – Have you previously interacted with me in some way beyond the passive? The way I feel about that will alter our interaction. Graphics – What do you look like? What does it remind me of? Tone of voice – A variation of graphics, it has to do with your copy, with your video, with the urgency of your offer.
- When people endorse products they love through Solebrity on their social networks, they get a cut of the deal. This is an app built on trust through word of mouth. Solebrity also makes people feel good about themselves, they’re like a celebrity on their social network – with their own endorsement deals.
- Direct interaction – Have you previously touched me or interacted with me in some way beyond the passive? The way I feel about that ping will alter our interaction. If this is the first time you're reaching out, you can bet a piece of spam is read differently than something that comes via mutual introduction.
- Consumer trust was the most critical challenge for Mint.com when it launched. Its crisp, clean and polished visual design helps evoke trust.
- Tone of voice – A variation of graphics, it has to do with your copy, with your video, with the urgency of your offer. Urgency rarely leads to trust.
- MailChimp, party pooper mode – only 0.007% people want to poop on the party!
- Add personality to your products. What do they look like? How do they speak to you? How do they behave? When you think of a product as a person, you give it personality.
- Who says progress bars can’t be fun? Here are some by Swedish graphic artist Viktor Hertz
- Sometimes products don’t feel very well or they go down.
- Source: Designing for Emotion – Aarron Walter http://www.youtube.com/watch?v=ks91vBm3oT8
- Appealing - Grab the user’s attention and influence their perception. Effective - Guide the user’s attention and make sure they find what they are looking for. Pleasurable - Allow the user to appreciate your app and have fun. Memorable - Build a relationship with the user and ensure a positive memory of you. Source: Not Just Pretty: Building Emotion Into Your Websites http://www.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/
- Internal Design Goals – know your values and visions and what image you want to communicate Prospective Users – know who you are designing for. Your future users will be the people who purchase and use your app, so make sure you know what they want. Create personas to understand the demographics, affinities, needs and wants of your target audience. Context of use – Know the situations and circumstances of your users when they will be using the app. Understanding the context helps you understand your users better so you can communicate more effectively Source: Not Just Pretty: Building Emotion Into Your Websites http://www.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/
- Create a product people will love and win more users.