Addiction or devotion? The complexity of our relationships between connected experiences, devices and people is increasing. Design ethnographer Kelly Goto presents underlying emotional indicators that reveal surprising attachments to brands, products, services and devices. Move past addiction and into meaning — using contextual research and Why-Finding methods to understand the connections and disconnects between your customer and the products they love.

1. Kelly Goto
@go2girl
MAPPING EMOTION TO EXPERIENCE
BEYOND USABLE
Monday, September 30, 13

2. YOYU
Monday, September 30, 13

3. flickr user niznoz
Monday, September 30, 13

4. flickr user niznoz
Monday, September 30, 13

5. https://www.mylookout.com/resources/reports/mobile-mindset
Monday, September 30, 13

6. https://www.mylookout.com/resources/reports/mobile-mindset
Monday, September 30, 13

7. CHECKING HABIT
Participants in the study checked their
phones an average of 34 times a day, for
about 30 seconds at a time about every
10 minutes. Surprisingly, the person was
usually unaware of reaching for and
unlocking the phone. It was a habitual,
compulsive behavior.
A. Oulasvirta (&) L. Ma E. Raita
Helsinki Institute for Information Technology HIIT,
Monday, September 30, 13

8. CHECKING HABIT
Once the brain becomes accustomed to
this positive feedback, reaching out for
the phone becomes an automatic action
you don't even think about consciously,
(...) Instead, the urge to check lives in
the striatum, a part of the brain that
governs habitual actions.
A. Oulasvirta (&) L. Ma E. Raita
Helsinki Institute for Information Technology HIIT,
Monday, September 30, 13

9. REWIRED
When we go online, we enter an
environment that promotes cursory
reading, hurried and distracted thinking,
and superficial learning.
Even as the Internet grants us easy
access to vast amounts of information, it
is turning us into shallower thinkers,
literally changing the structure of our
brain.
Source: Nicholas Carr: The Web Shatters Focus, Rewires Brains
Monday, September 30, 13

10. http://peoplestaringatphones.tumblr.com/
Monday, September 30, 13

11. Facebook is celebrating all the wrong things. And it
makes Facebook Home look like the best possible way
to be the least present.
Josh Elman, Medium
Monday, September 30, 13

12. zabisco.com
Monday, September 30, 13

13. adapted from ‘devolution - savage research
Monday, September 30, 13

14. USABILITY
PLEASURE
FUNCTIONALITY
Monday, September 30, 13

15. RITUAL
www.evr.st
FUNCTIONALITY
USABILITY
Monday, September 30, 13

16. FUNCTIONALITY
MEANING
www.evr.st
USABILITY
Monday, September 30, 13

17. Credit: AP Photo/Paul Sakuma
Monday, September 30, 13

18. MINDLESS to MEANINGFUL
Monday, September 30, 13

19. MINDLESS
PLEASURE
STIMULATION
ZERO OUTPUT
Monday, September 30, 13

20. MEANINGFUL
INTEGRATED
HABITUAL
LIFESTYLE INTEGRATION
Monday, September 30, 13

21. AUTOMATIC inter-conscious
easily retrievable;
semi-aware;
MEANINGFUL
Monday, September 30, 13

22. AWARE
AUTOMATIC
MEANINGFUL unconscious
unaware;
deeply stored
meaningful
inter-conscious
easily retrievable;
semi-aware;
conscious
fits well, style is cool,
feels great
makes me feel
important, unique
and special
I love it.
sale! fancy / favorite brand
Monday, September 30, 13

23. AWARE
AUTOMATIC
MEANINGFUL unconscious
unaware;
deeply stored
meaningful
inter-conscious
easily retrievable;
semi-aware;
conscious
fits well, style is cool,
feels great
makes me feel
important, unique
and special
I love it.
sale! fancy / favorite brand
Monday, September 30, 13

24. CONTEXTUAL RESEARCH
IN-DEPTH INTERVIEWS
SOCIAL ANALYTICS
ONLINE SURVEYS
ANALYTICS / TRACKING
how
people
live
what
people
think
Monday, September 30, 13

25. CONTEXTUAL RESEARCH
IN-DEPTH INTERVIEWS
SOCIAL ANALYTICS
ONLINE SURVEYS
ANALYTICS / TRACKING
how
people
live
what
people
think
unaware|implicit|EMOTIONAL
a w a r e | e x p l i c i t | LOGICAL
Monday, September 30, 13

26. Today’s development probably goes
towards integration of emotional
values in products. Products must
appear independent reflecting an
individual life style.”
Engineering Emotional Values in Product Design, 2005
Monday, September 30, 13

27. Evolution of 'sensory engineering'
1970’s 1980’s 1990’s 2000’s 2010’s
[1960‘s]
QFD Quality Function
Deployment seeks
out ‘fuzzy’ needs and
uncovers ‘wow’factor
[1970‘s]
Kansei Engineering
can "measure" the
feelings and adapt to
product development.
[1980‘s]
Kano Method looks at
Normal / Expected /
Exciting requirements
[1990‘s]
Kansei
introduced
into the US
[2001]
Dotcom
crash
[2007]
“Age of the
iPhone”
[2012]
Convergence
Monday, September 30, 13

28. 感性工学
emotionalusability
sensoryengineering
Monday, September 30, 13

29. Kansei Engineering was created to
address this emotional side of product
development. It ... attaches importance
to customers' wants for emotional,
sensory, and lifestyle-enhancing
solutions with your product
development, creating synergy for
emotional branding.
Engineering Emotion al Values in
Product Design by Simon Schutte
Monday, September 30, 13

30. from: Engineering Emotional Values in Product Design by Simon Schütte
Kansei
Emotions Words
Behavior
and
Attitudes
KANSEI EXPERIENCE
Monday, September 30, 13

31. from: Engineering Emotional Values in Product Design by Simon Schütte
SENSORY
INPUT
Mapping Building Trigger
Kansei
Affection
Feeling
Emotion
Chisei
Logics
Recognition
Understanding
EMOTIONAL
LOGICAL
KANSEI EXPERIENCE
Monday, September 30, 13

32. kansei words
Monday, September 30, 13

33. Monday, September 30, 13

34. WHY-FINDING
Monday, September 30, 13

35. Why-finding reveal key connectors
that map experience to emotion. These
connectors lie between what people
are aware of and deeper meaning.
Identifying these key connectors is an
essential part of product strategy.
Kelly Goto, gotomedia
Monday, September 30, 13

36. VIA
MEANING
ASPIRATION
CONNECTION
IDENTITY
TRUST
EASE-OF-USE
Monday, September 30, 13

37. MEETS MY
NEEDS
IT
WORKS
EMOTIONAL
RATIONAL
I LOVE IT
AWARE
(explicit)
UNAWARE
(implicit)
Monday, September 30, 13

38. MEETS MY
NEEDS
s
EMOTIONAL
RATIONAL
easy to use
simple
efficient
personalized
sharing
intuitive
comfortable
familiar
customizable
inspiring
meaningful
portable
cool
connected
reliable
AWARE
(explicit)
UNAWARE
(implicit)
I LOVE IT
IT
WORKS
Monday, September 30, 13

39. s
AWARE
(explicit)
UNAWARE
(implicit)
EMOTIONAL
RATIONAL
simple
MEETS MY
NEEDS
ASPIRATION
EASE-OF-USE
IDENTITY
CONNECTION
TRUST
Monday, September 30, 13

40. INPUT EXPERIENCE OUTPUT
Psychological
Sensory
Memory
Contextual
Aspiration
Connection
Identity
Trust
Ease-of-use
Monday, September 30, 13

41. INPUT EXPERIENCE OUTPUT
Psychological
Sensorial
Memory
Contextual
Aspiration
Connection
Identity
Trust
Ease-of-use
=Nostalgia
Monday, September 30, 13

42. www.nest.com
Monday, September 30, 13

43. The Nest is really beautiful and it feels fantastic
to touch and use. The display is just gorgeous
and things like shifting to red when you ask for
heat are both satisfying, intuitive and, well,
delight inducing.”
PC Magazine Blogger
aspiration
pleasure
comfort
www.nest.com
Monday, September 30, 13

44. Monday, September 30, 13

45. When everyone is
gone and I work at
night, I can crank it
up and it sounds
beautiful.”
Monday, September 30, 13

46. My phone is ok—it’s a
little slow. It doesn’t
think so quick... It is
not really responsive.
It doesn’t really know
if you’ve touched the
screen.”
Monday, September 30, 13

47. 8AM 10AM 12AM 2PM 4PM 6PM 8PM
Monday, September 30, 13

48. device place task
noise time limitations
state / stage result feeling
Monday, September 30, 13

49. what device
are you using? where are you? what are you
doing?
what “noise” is
distracting you?
what time of
day is it?
what limitations
are there?
what stage of
the
task are you in?
are you able to
complete your
task?
how does it
make you feel?
Monday, September 30, 13

50. dscout.com
Monday, September 30, 13

51. dscout.com
Monday, September 30, 13

52. PRODUCT MENTALITYPRODUCT MINDSET
Monday, September 30, 13

53. DYNAMIC
One-on-one | Contextual
Web | Mobile App
(full functionality)
Autonomous Team
Flexible Requirements
Flexible Delivery (within
timeframe)
Iterative | Feedback-oriented
PRODUCT-FOCUS
STATIC
Focus Groups
Marketing Web Site
(little functionality)
Stakeholder-drama
Business Req Absolute
Hard Deadline
(no flexibility)
Tied to a legacy system
MARKETING-FOCUS
Monday, September 30, 13

54. Kinect
Nov 2010
Leap Motion
July 2013
MYO
Early 2014
Wii
Sept 2005
PRODUCT-FOCUS
Monday, September 30, 13

55. (innovation) COMPLEXITY vs. COPING (desire)
The governance
crisis point
Quantity & complexity of
information
Ability to deal with
quantity & complexity
of information
Zap Think LLC
TIME
Monday, September 30, 13

56. Everyday improvement
is a state of mind which is not
satisfied with the status quo and
believes that things must be
improved everyday.
Everybody improvement
means that every one from top
management to the rank and file
must be involved.
Everywhere improvement
means that Kaizen is cross-functional
activities carried out not only on the
shop floor, but also in all managerial
functions.
KAIZEN
continuous improvement
Monday, September 30, 13

57. How do we get there??
Ease-of-use must already be 100% there.
Long-term goals need to focus on
meaning, not short-term pleasure.
Mixed methods of research and
continuous feedback need to be
integrated into not only your process, but
within your organizational culture.
BEYOND USABLE
Monday, September 30, 13

58. Remember: People don’t
advance as quickly as
technology.
BEYOND USABLE
Monday, September 30, 13

59. BEYOND USABLE
Monday, September 30, 13

60. A FINAL THOUGHT
Monday, September 30, 13

61. Ethos, or the
ethical appeal,
means to convince
an audience of the
author’s credibility
or character.
Pathos, or the
emotional appeal,
means to persuade
an audience by
appealing to their
emotions.
Logos, or the
appeal to logic,
means to convince
an audience by use
of logic or reason.
www.phlegyas.com aristotle circa
Monday, September 30, 13

62. Monday, September 30, 13

63. kelly@gotomedia.com
twitter/skype; go2girl
(disclaimer: I don’t tweet often]
Monday, September 30, 13