Principles of Emotional Design
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If you want to learn more about emotional design, check out our Skillshare course: http://skl.sh/1jqYHZ5 This talk has been presented at: - UXPA 2015 - SoCal UX Camp 2015 - SDXD September Meetup - Zillow Speaker Series
![¡°I ?nally got around to doing taxes
yesterday. After our information was
transferred from last years return, it
asked if either of us had passed away. I
entered the information that [husband]
died on June 15, and a screen came up
that said ¡°we¡¯re sorry for your loss.¡± I sat
there and stared at it, crying, for a few
minutes. It was so cathartic! Please pass
on to the team how much that one little
sentence meant to me. Whoever
thought that up must be a very caring
person.¡±
Yes No
Yes NoYes No
Yes No](https://image.slidesharecdn.com/principles-of-emotional-designpublic-150625175005-lva1-app6892/85/Principles-of-Emotional-Design-46-320.jpg)
Principles of Emotional Design
- 1. Principles of Emotional Design Garron Engstrom @GarronEngstrom Jake Maynard @MaynardJ20 Sr. Interaction Designers @Intuit
- 3. Mission: To improve our customers¡¯ ?nancial lives so profoundly¡they can¡¯t imagine going back to the old way
- 4. Brief history of design at Intuit1 2 3 Principles of emotional design Future of emotional design
- 5. 1993
- 11. ¡°We realized that we were no longer as proud of the experiences we were creating?¡ª?that in many cases we were no longer any better than our competitors.¡± Kaaren Hanson Former VP of Design @Intuit
- 12. ¡°Intuit is the most well run, no growth company in the Valley.¡± Anonymous ???
- 13. ¡°Design for Delight is our #1 weapon in attaining growth, and there is no #2.¡± Scott Cook Founder of Intuit
- 14. What problems we solve:
- 15. How we solve them:
- 16. How we go from usability to delight:
- 17. ¡°Usable = Edible¡± Aarron Walter Director of Design @Mailchimp
- 18. XD Forum Internal Design Conference 2014
- 19. ¡°Intuit is a design-driven company and we strive to get better every day.¡± Brad Smith Intuit CEO
- 20. Brief history of design at Intuit1 2 3 Principles of emotional design Future of emotional design
- 22. Own-able Moment (noun): A moment in a product experience when the customer is experiencing a change or escalation of emotion.
- 23. Are ¡°easter eggs¡± delightful? Maybe¡but they¡¯re not own-able moments.
- 25. Uber own-able moment: Payment (or lack of it)
- 26. Exercise 1: Identify own-able moments Dropbox Link: https://goo.gl/HbB9wP
- 31. Exercise 2: Identify the emotion Dropbox Link: https://goo.gl/JGsRzb
- 33. Levels of Perception Visceral: appearance Behavioral: how it works, how it feels Re?ective: interpretation and understanding 1 2 3
- 34. ¡°Appearance can greatly in?uence perceptions, and we carry that mental model with us when sizing up a website¡± Aarron Walter Director of Design @Mailchimp
- 35. ¡°¡immediately boosting sales by 24% and driving Apple to its ?rst pro?table quarter in two years.¡± ¡°¡from geeky to pop¡¡± ¡°For the ?rst time ever, the color of a computer became an outlet for self-expression¡± www.fastcodesign.com Visceral Design: iMac G3
- 36. ¡°In ¡¯67, the year of the Summer of Love¡The unique and unconventional form of the Bug perfectly matched the new revolution.¡± www.thebeetle.com ¡°It has a certain personality to it, an endearing quality.¡± www.theblaze.com Source: http://goo.gl/G9pNoj Visceral Design: VW Beetle
- 37. TurboTax own-able moment: Transmitting your taxes From To
- 38. Social media response to this redesigned own-able moment
- 45. Eight Hundred smart, diverse and empathetic people
- 46. ¡°I ?nally got around to doing taxes yesterday. After our information was transferred from last years return, it asked if either of us had passed away. I entered the information that [husband] died on June 15, and a screen came up that said ¡°we¡¯re sorry for your loss.¡± I sat there and stared at it, crying, for a few minutes. It was so cathartic! Please pass on to the team how much that one little sentence meant to me. Whoever thought that up must be a very caring person.¡± Yes No Yes NoYes No Yes No
- 48. Exercise 3: What¡¯s your voice? Dropbox Link: https://goo.gl/FQHcuH
- 49. Credible v. Unprofessional Emotional v. Transactional Friendly v. Cold Simple v. Complex Transparent v. Vague Warm v. Indi?erent Serious v. Light-hearted Humble v. Extroverted Scienti?c v. Subjective Playful v. Apathetic Inspiring v. Modest Proactive v. Uneager Economical v. Irrational Reliable v. Unsteady ¡ Voice & Tone Attributes
- 50. Brief history of design at Intuit1 2 3 Principles of emotional design Future of emotional design
- 51. Emotional design will become more about knowing, not assuming, the emotional state of the user.
- 52. Emotional design will become more about knowing, not assuming, the emotional state of the user. By using: Facial recognition Multi-sensor inputs Biometrics
- 53. Using facial recognition YouTube Video: https://goo.gl/EldoBj
- 54. Using multi-sensor inputs Microsoft US Patent #: US 20100179759 A1 Source: http://goo.gl/Ty4ynb
- 55. Using biometrics Source: http://www.mirror.co.uk/news/technology-science/technology/cant-wait-apple-watch-here-4352128Source: http://goo.gl/nJE20y
- 56. Identify own-able moments Lean into the emotion Convey emotion visually Humanize the technology 1 2 3 4 Principles of Emotional Design
- 57. Thank you. @GarronEngstrom @MaynardJ20 Collaborators and Shoutouts: Ivy Tsai Heather Daggett Meghan Cartlidge Thai Dang Ria Hagan John Caldwell Andy Roe & the rest of the TurboTax Team
- 58. The Harvard Business Review - Innovation Catalysts Bloomberg Businessweek - Interview with Brad Smith and Kaaren Hanson UX Magazine - Stop Sprinkling Emotion, Start Creating Magic and Meaning Khan Academy - Interview with Scott Cook Designing for Emotion - Aarron Walter Emotional Design - Don Norman Resources