emotional design @ design by fire cafe, utrecht (20 jan 2014)
DESCRIPTION
Dit verhaal over emotional design is door onze ontwerper Flin Nortier gepresenteerd tijdens Design by Fire Cafe op 20 jan. Zijn eerdere artikel over dit onderwerp is te vinden op The Next Web: http://thenextweb.com/dd/2013/08/23/more-impact-through-emotional-design/TRANSCRIPT
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 [email protected] www.sodastudio.nl
Click to feel