Exceptional Design is Emotional Design

E X C E P T I O N A L D E S I G N

M A R I S S A L O U I E

I N G R E D I E N T S F O R

Twitter: @malouie #UXNight

slideshare.net/malouie

Design Foundation1

We’ll go over…

Emotional Themes & Design Elements2

Bringing an Emotional Design Together3

Starting with a Solid Design Foundation1

What is design?

Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers.

S T E V E J O B S

My goal as a designer is to _____________.

E R I C PA N

My goal as a designer is to give other humans tools to shed their problems and achieve their dreams.

TA R A S R I P U N V O R A S K U L

My goal as a designer is to wake up everyday knowing my designs made a huge social impact and inspired others.

D E V I N H A L L A D AY

My goal as a designer is to design a solution so simple and revolutionary that it becomes integrated in every life to the point that they take it for granted.

My goal as a designer is to make people feel GOOD)

Pleasurable

Usable

Reliable

Functional

Missing!!!

Maslow’s Hierarchy of Emotional Design

First order of business: create an emotional brand

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Memorable, pleasurable

Speaks to users

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Makes users feel

Is expressive

EMOTIONAL BRAND

TRUMPET TECHNOLOGIES

algorithms happiness

BEHIND THE SCENES

Design team: NOT from d.school

B E Y O N C É

Who needs a degree when you’re SCHOOLIN' LIFE?

design^

SUCCESS METRICS

One of the best apps I’ve seen. Beautifully engineered, Ness is both attractive and intuitive. It’s easy, quick to use, and the interface has a minimalistic beauty to it.

Some users are going as far to call this the best app in the App Store while many others have already made this a favorite.

What users said

With a beautiful and sleek design, this intelligent and intuitive app will leave you stunned.

The reason why this app is better than Yelp isn't just because it recommends places to eat, it's because the entire interface is designed around the idea of actually helping someone decide where they are going to have their next meal, rather than providing a list of different options that is too taxing to sift through, and too boring to spark an interest in the next outing.

6,000,000

17

30,000,000

$13,200,000

750,000


Emotional design is beyond usability and aesthetics

Which superpowers are in your toolbox?

PR

Design

UI

UX

Product

Research

Bran

ding

Mar

ketin

g

Sale

s

Recr

uitin

g

Prod

uct

Man

agem

ent

Engi

neer

ing

My toolbox: Everything involved in building a tech product

The more you know, the more you can feel

Consumer psychologists say that people buy according to how they feel about a

product: emotions, desire.

Not logic.

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Familiar or new experience

Curiosity

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Positive expectations !

Enticing content

ANTICIPATION

Connection

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Matches my taste

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Satisfies a real need

Play

JOY

Clear language

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Easy to use

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Privacy

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UGC, Curation

TRUST

ANTICIPATIONJOYTRUST

PLEASURABLE

Pleasurable

Missing!!!

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Want. Need. Love.

It’s dangerous

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Typography

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Bold visuals upfront

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Copywriting

ANTICIPATION

Fresh content

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Easter eggs

Visually rich

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Self-expression

JOY

iPhone accessories

Other clothes

Lace and crocheted clothes

Tribal pattern clothes

100 most popular items

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Like-minded community

Easy to use

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Top brands and bloggers !

Authenticity

TRUST

BEHIND THE SCENES

SUCCESS METRICS

Through Wanelo I have quickly learned what clothes make me excited. I no longer go into a store hoping something might peak my interest.....I know what "look" I'm after and how I want to feel. I have acquired so much insight to see how much fun it can be to dress in different moods, styles and venues.

What users said

This app is AMAZING. I'm addicted to it and all of my friends are getting into it and we love it!!

!I couldn’t have seashell lamps in my garage without a mermaid tail and a swimming pool equipped with floats with beer holders. You may need rehab and financial counseling.

Absolutely fabulous, daaahling. I love that the app updates are written in REAL people language! Love and muffins from me too. If you are a teenage girl, download this app.

What users said

11,000,000

6,000,000

800,000,000

200,000

$100,000,000


Pleasurable

Usable

Reliable

Functional

Missing!!!

Maslow’s Hierarchy of Emotional Design

You can’t have an entertaining, a delightful, an inspiring experience unless it’s well-designed and thought out.

That’s where we’re focused in terms of design.

M A R I S S A M AY E R

Where is the emotional design in this feature?

Where’s the cream filling?

I WILL NOT SHIP UNLESS I…

Look for ways to use animations

Ask how we want users to feel

Tap into my design superpowers

Have a compelling brand as a foundation

Understand human emotions

I WILL NOT SHIP UNLESS I…

Look for ways to include Easter eggs

Believe my product is pleasurable

Really want users to find it pleasurable

Convey emotion through UI: funny, etc.

Use emotive copywriting & content

Are we following the original design brief?

Design Foundation1

We covered…



WE WILL SAY NO…

FEATURE OVERLOAD! !

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BAD TASTE! !TECHNICAL INCOMPETENCE!!

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UGLY EGOS!

tiny little EMOTIONAL SPIKES

of HAPPINESS

M A R I S S A L O U I E

Twitter @malouie !Dribbble @malouie !Slides slideshare.net/malouie !Email [email protected]

THANK YOU