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Design 101 Jason Putorti Lead Designer, mint.com Follow me @novaurora Monday, November 2, 2009
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Designing for Emotion

Aug 17, 2014

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Design

Jason Putorti

Talk on design and emotional branding, delivered at Rethink Hawaii on November 2, 2009.

A summary of the talk is available here:
http://tumblr.com/xf53xl0to
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Page 1: Designing for Emotion

Design 101Jason Putorti

Lead Designer, mint.com

Follow me @novaurora

Monday, November 2, 2009

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What is design?

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Design isn’t decoration

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“What is design? It begins with ideas--ideas based in purpose. It requires a plan or a process. It yields innovation, invention or creation. It is successful if it elicits response--attention, desire, interaction or purchase.”

Joe Duffy

Monday, November 2, 2009

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Design is communication

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Design is a process

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Why Design Matters

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Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy.

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Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy.

Putting consumers and the product at the center of the equation is fundamental to a brand's success.

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“[Design is] proof of a company's commitment to people and to innovation.”

Marc Gobé

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Early adopter love

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"Design is the message. It helps us communicate our strong point of difference. What you say is not as

believable as what you show."

Stig Gustavson

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We’re in an emotional economy

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People act on emotion

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Then back it up with reasoning (maybe)

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Design is a tool to affect emotion

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“A relevant and well-designed product will make its way into the world, will be spun across the blogosphere, will be sought after and endorsed in the most emotional fashion as a reward.

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“A relevant and well-designed product will make its way into the world, will be spun across the blogosphere, will be sought after and endorsed in the most emotional fashion as a reward.

In an emotional economy, success is judged by a profound and indelible connection with people through sensory experiences.

Monday, November 2, 2009

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By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations.

Monday, November 2, 2009

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By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations.

No amount of money can buy the media to fix a boring product, no PR message will work once you lose that trust.

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By forgetting to focus on the way your product will be experienced, and failing to respond to people's need to be stimulated, you #fail their expectations.

The best brands of all jam with their consumers to invent and imagine ideas designed for the future.”

Marc GobéAuthor of Emotional Branding

No amount of money can buy the media to fix a boring product, no PR message will work once you lose that trust.

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Emotion brand

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A brand is not your name

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A brand is not your logo

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A brand is a personality

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Brand is how you feel

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P O W E R E D b y S E R V I C E™

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How can I apply all this to my startup?

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Trust is an emotion, affected with design

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Create a relationship through interactions

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Evoke emotion by being unforgettable

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Every interaction is+ or – to brand

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Shipping upgrade from Zappos +1

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“Tell your friends” email –5

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US Airways lost my bags –50

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First Mover Advantage

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Design wins

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Match the aspirations of your

users

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How mint.com did it

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Engineering-first

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Design-first

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A designer shouldn’t ‘skin’ the interface

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A designer shouldn’t ‘skin’ the interface

A designer should solve the problem

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Be the opposite of the competition

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Them Us

Colors Red Green

ImageryStock art of

peopleIt’s the product,

stupid

FeaturesLots,

complex UXSimple,

automatic

SetupLots of steps,

friction< 5 minutes

Products 11 1

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Design for tasks

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Is it good for the user?

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Make experience delightful

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Show important infohide the rest

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Get away from the computer

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Our Big Problem

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I need your bank passwords.Trust me.

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Solution:Be beautiful

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Don’t apologize for it

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Don’t think of an elephant

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Make it a benefit

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Be approachable

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Overwhelming return

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Delight the user when they’ve done

what you want

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We focused on experience start to

finish

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Q&A

Monday, November 2, 2009