Play with the Power of Emotions in Design
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We live in a world where we want to feel again! Emotional design has been around for decades but surprisingly only targets emotions in a one-dimensional way. For us to design 'moments that matter and last' we need to experiment with an emotional lens that is multi-layered. This requires bravery and creative thinking. Together we will explore how to build connections between people, brands & society beyond behaviours and needs. Designing delightful moments is one thing, but after a while the novelty wears off. Let’s use Emotional Design to embrace the change we are facing today and make the world a better place through creativity tomorrow. We’ll explore how to ... • Navigate and design for all emotions • Move from functional to emphatic interactions • Layer emotions into Design Thinking This talk at SXSW: https://schedule.sxsw.com/2022/events/PP118131
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Play with the Power of Emotions in Design
- 1. Play with the Power of Emotions in Design #emotionaldesign
- 2. Greet Jans Head of Experience, Future Platforms Yasmin Borain Chief Experience Officer, Tribal Worldwide London
- 3. Today 3:30 - 3:35 Why we are here today? 5 min 3:35 - 3:50 Get inspired 15 min 3:50 - 3:55 Let's Workshop: The brief 5 min 3:55 - 4:10 Reframing the problem 15 min 4:10 - 4:25 Define needs + emotions 15 min 4:25 - 4:50 Concepting 25 min 4:50 - 5:00 Wrap up 10 min
- 4. “Designing for humans ... their decisions and behaviours are governed as much by their physiological, emotional and cultural context." Ete, CEO “Recognising that our emotions are complex, interconnected and not rational.” Rakhi, CDO “Looking underneath the surface to those universal human truths through creativity, compassion and curiosity.” Jessica, Founder Emotional design is ...
- 5. When a positive connection is created with a brand 90% of us are more likely to stay loyal to brand deloittedigital.com/us/en/blog-list/2019/in-our-feelings--how-emotion-elevates-customer-experience.html 88% are more likely to spend more 91% are willing to advocate on behalf of the brand
- 6. Till now we designed for one emotion Joy Sadness Grateful Motivated Anger Surprise
- 9. Happy Sadness Disgust Fear Anger Happy Sadness Disgust Anger Fear Ecstasy Melancholy Intrigue Surprise Righteousness Melancholy Intrigue Surprise Righteousness Despair Self-loathing Anxiety Betrayal Betrayal Anxiety Self-loathing Prejudice Revulsion Revulsion Loathing Loathing Terror Rage Hatred Hatred And we are complex
- 10. The world we live in now is about building 'emotional' relationships
- 11. Brand People + Society Understand how people feel and why Navigate and design for emotional states (multi-layered) Include people — embrace individuals, cultural diversity, and circumstances
- 15. Passive & sameness Loyalty by marketing strategy Interactions that are functional & transactional Recognising & responding Reinventing how brand behaves & creating new relationships Empathic interactions, increasing over time From To Let’s create experiences
- 16. Let's workshop
- 17. Empathise Define Ideate Test Prototype Focus for today
- 18. Key insights Problem to solve Who we design for People are looking for different, more flexible ways to work out. • It’s hard to find personalised content (content overload) • They want to mix digital workouts with in gym sessions • Fitness needs to meet their lifestyle. People who are one foot in, one foot out. They are easily persuaded by other things. Fitness is just one of their options, next to meeting friends. It’s hard to get them loyal to your brand. • Digital sessions are equally valued to in gym sessions since the pandemic. • Many have tried something new and some of these habits have become permanent, e.g. live stream classes, track devices, personality driven session, … • People are looking after their mental and physical health in combination with their sleep and eating. The brief
- 19. Reframing the problem Define needs + emotions Concepting
- 20. Reframing the problem 15 min Define needs + emotions Concepting
- 21. Reframing the problem - template Behaviours - How people act? Habits - What people do regularly without thinking? Motivations - What people want / drives them? Current emotions - What feelings come together?
- 22. Reframing the problem - some examples Behaviours - How people act? Habits - What people do regularly without thinking? Motivations - What people want / drives them? Current emotions - What feelings come together? • People are experimenting with working out online instead of going to a gym • Open to try out a lot, but making them commit to something (long term) is a lot harder • Stick to a class, product or trainer for a bit and then on to the next every 4-8 weeks • Will scroll endlessly on Instagram for their food and workout inspiration • Fight between mind and body • Social aspect of working out is their main driver • Motivated + energised • Insecure + empowered • Sense of achievement + determination
- 24. Reframing the problem 15 min Define needs + emotions Concepting
- 25. Define needs + emotion - template Functional need (JTBD) <insert verb + object> Emotional need <insert multiple emotion> When Phase in Journey + Opportunity areas +
- 26. Define needs + emotion - some examples Functional need (JTBD) <insert verb + object> Emotional need <insert multiple emotion> When Phase in Journey + Opportunity areas + • Find and book a class directly from social channels to be inspired + focused Before • Be able to flex and adapt class times, duration and location to feel empowered + dynamic Before + during • Find home workouts that give the same vibe and experience as in the studio to stay motivated + energised Before • Get real time feedback to get the most out of a workout to feel empowered + dynamic Before + after
- 27. Pick 1 needs + emotion
- 28. Reframing the problem Define needs + emotions 25 min Concepting
- 29. Crazy 8s driven by emotion 8 min Heads down - go for quantity! 10 min Pick your favourite and validate it with another emotion set. 5 min Quick sharing with everyone
- 30. Wrap up 15 min
- 31. Key takeaways Shape the role emotions have in design Understand how people feel and why Navigate and design for emotional states
- 32. Today Going beyond functional and usable. Creating products people love. Tomorrow Designing for emotional states. Creating experiences around people.