Emotional designOntwerpen voor emoties in de eindgebruiker

Flin Nortier

Wij zijn de toekomst van de expressiviteit van organisaties. Deze zal meer en meer digitaal worden.

Interaction design

Interaction design

image: Koos Looijesteijn

Concept

Interaction design

Concept

Wireframes

image: Koos Looijesteijn

Interaction design

WireframesGraphic design + copywriting

Interaction designGraphic design + copywriting Programming

Interaction designdesign

decisions

WireframesConcept Graphic design + copy writing

Programming

De blinde vlek• Van functie naar ervaring

Functionele behoeften vervullen Emotionele behoeften vervullen

Functionele behoeften

End users:

• „I need a way to record audio”

• „I need to buy this product”

• „I need an overview of the creative industry in Amsterdam”

Emotionele behoeften

End users:

• „I need to feel safe”

• „I want to feel loved”

• „I want to feel like a rich person”

Emotionele behoeften• Basic human needs are pretty easy to predict

But emotions can be tricky:

• Emotions are often complex and layered!

„Sad & hopeful”/„happy & surprised”/„grief & joy”

• They can be hidden or latent

Source: Plutchik, R. (2003)

Emotioneel ontwerpvoorbeelden

Flitsmeister

Uber

or?

Thriffty

Emotioneel ontwerpvoorbeelden

Experience designwat is het?

Aspired experience

Current experience

Jared Spool zegt:

Experience designwaarom (financieel)?

Pine & Gilmore zeggen:

image: customerexperienceplanning.com

Experience designHoe?

Model created by: Flin Nortier & Marco van Hout

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

Ontbrekende stap in proces: boodschap

image: customerexperienceplanning.com

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

Experience designverbeterd ontwerpproces

meeting the needs1. Moment: customer is awaiting delivery of mobile phone

Details Customer is anticipative/enthusiastic about the product Need: „I’m anxious to get hands-on”

Time until delivery is +- 2 weeks Need: „I’m impatient”

image: customerexperienceplanning.com

Emotioneel ontwerp

1 Moment: Customer is awaiting delivery of mobile phone

2. Response (universal message): attend: „have an appetizer” confirm: „it’s underway”

3. Design solutions: Send a confirmation / status update e-mail, show package status when customer logs in.

Offer access to free sms service, premium content, online interactive demo of mobile phone.

meeting the needs

Emotioneel ontwerp

Customer Journey

image: customerexperienceplanning.com

image: customerexperienceplanning.com

Emotional needs

change

Customer Journey

meeting the needs1. Moment: customer lost her mobile phone

2. Response: „we’re sorry for your loss” „how can we help?” „here’s a special offer for a replacement”

3. Design solutions:Send a heart warming e-mail/give a call and offer options to help out.

!

image: customerexperienceplanning.com

Emotioneel ontwerp

Emotional Design Model

Model created by: Flin Nortier & Marco van Hout

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

1. Moment! describe the moment!

2. Design solutions convert your responses to concrete design solutions

Emotional Design Modelbefore

1. Moment! describe the moment

2. Response: Universal message consult your own intuitive emotional response!

3. Design solutions convert your responses to concrete design solutions

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

Emotional Design Modelafter

2. UNIVERSAL MESSAGE

1. MOMENT

3. DESIGN SOLUTION

TIME

Emotional Design Model

Boodschap 2Boodschap 3

Boodschap 1

1. Moment

2. Universal message

3. Ontwerpoplossing

Hoe?1. Kies een moment in de customer journey

2. Verken dit moment zorgvuldig!

• via markt-/gebruikersonderzoek, rollenspel, …

3. Formuleer een universele boodschap!

• Bekijk je eigen emotionele reactie!

• Bespreek dán de universele boodschap met de opdrachtgever voor organisationele-/merkwaarden!

4. Creëer ontwerpoplossingen

Flin Nortier flin@sodastudio.nl www.sodastudio.nl

Click to feel