Emotional Design for Google Launchpad

Emotional DesignBorrys Hasian

UX Design Mentor

Jakarta - Nov 2015

Expected Utility Experienced Utility Remembered Utility

Should I come back?

Users decision to come back

Attractive things work better.

Personality

Visceral

Behavioral

Reflective

Peak-end rulePeak

End

Emotional Design

Expected Utility Experienced Utility Remembered Utility

Should I come back?

Users decision to come back

The levels of processing in the brainProduct Personality

Visceral

Behavioral

Reflective

Appearance, touch, and feel

Function, performance, usability, and simplicity.

Self-image, personal satisfaction, memories

Motor

Cooper’s method to define Personality:Brand Experience Workshop

adaptableadventurousaffableaffectionateagreeableambitiousamiableamicableamusingbravebrightbroad-mindedcalmcarefulcharmingcommunicativecompassionate conscientiousconsiderateconvivialcourageous

courteouscreativedecisivedetermineddiligentdiplomaticdiscreetdynamiceasygoingemotionalenergeticenthusiasticexuberantfair-mindedfaithfulfearlessforcefulfrankfriendlyfunny

generousgentlegoodgregarioushard-workinghelpfulhonesthumorousimaginativeimpartialindependentintellectualintelligentintuitiveinventivekindlovingloyalmodestneatnice

optimisticpassionatepatientpersistent pioneeringphilosophicalplacidpluckypolitepowerfulpracticalpro-activequick-wittedquietrationalreliablereservedresourcefulromanticself-confidentself-disciplined

Examples of brand attributes (adjectives)

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