Presentation prepared by Group Designing for 20: Sam Holzhauer, Joe Obarzanek, and Sammy Moross Emotion By Aarron Walter
Ultimate Goal: Create a user ● experience that stands out and Emotional Design remains “remarkable” long-term Information Niche: Web designers seeking success and reputability Designing for positive emotional ● engagement provides positive interface feedback Aspect of UX Design that makes ● users feel a personal connection with the interface
Ch. 1 - Emotional Design Ch. 2 - Designing for Humans Overview Ch. 3 - Personality → Ch. 4 - Emotional Engagement - Surprise - Anticipation - Priming CChapterhapters Ch. 5 - Overcoming Obstacles Ch. 6 - Forgiveness Ch. 7 - Risk and Reward
Surprise amplifies emotional ● Surprise & response Delight Surprising moments squeeze ● Shaking things up! emotion into split seconds, which intensify reactions and imprint stronger memories The “unexpected” tends to frame ● attention and make surprising elements more salient for users
Ecommerce website for digital ● Photojojo! photography Revamped online shopping ● Text Example experience by personifying the shopping cart Cart is sad until user clicks “Add to ● Cart” Cart is only happy when his belly is ● “full” of products to purchase! Users crave cart’s delightful reaction, ● so will likely add more items to cart to replicate cart’s happiness
Password Password Strength Meters ● Security Feature indicate the “power” of users’ password choices when signing Real-world Example up for new sites Creates a fun, “game-like” ● atmosphere for users → make the strongest password possible to earn the green status!
Instead of using the normalized ● Dragging scrolling convention, this baking company’s website Navigation (http://www.jacquico.com/) uses a dragging feature to navigate content Real-world Example Dragging → more hands-on approach ● that allows users to explore freely
The Pink Nation App incorporates ● Unique App many special interactive elements to promote specials or products Interactions Gestures like swiping, scratching, ● tracing, tapping, shaking, etc. are Real-world Example embedded in daily features for users to engage in
Implications for Attentional resources are limited, ● so… UX Practitioners: Use elements of surprise to direct ○ attention and shape user behavior Surprise Users navigate & process content ● quickly, so... No “surprise” here! Breaking up “monotony” of typical ○ web interactions with surprise prompts users to slow down and reassess the material Emotional responses follow ● surprising features, so… Brain relies on “gut reactions” to ○ influence rapid decisions (leading to “impulse” signups or purchases)
Next... Surprise’s Temporal Opposite - ● much more drawn out Anticipation! Creates excitement around the ● brand or product Allows smooth implementation ●
Key: Foreshadowing! Anticipation is created when we ● foreshadow a desired event Give the audience ample time to ● ponder what it means The reason trailers hype us up so ● much for the movie
Another Key: Anticipation encourages us to ● use our imagination to create a Imagination! personalized experience This creates a powerful yearning ● to see if the outcome meets our imagined expectations Sparks conversation about ● possible outcomes
Exclusivity Example from the book: Twitter ● paired with Millions of users - much at stake ○ Slowly introduce new features to a ● Anticipation few users prevent unintended consequences or bad user experience Disguise this as a ‘velvet rope’ event - ● only certain individuals lucky enough to be experiencing it Created a powerful emotional ● influence for users
Anticipation in Video games! our Lives... - “EXCLUSIVE Beta Codes”
Implications for UX Practitioners: When users’ expectations are ● fulfilled, a lasting, positive mark is Anticipation made on the product or brand Pairing exclusivity with anticipation ● aids in creating excitement and gathering feedback from public Give the user the perfect amount of ● anticipation
Psychological principle ● Priming Anticipation/Surprise in systems ● can prime users to achieve goals
Priming Exposure to a stimulus shapes ● the response to another stimulus Priming can be purposeful or ● accidental in UX Design
MailChimp Accidental priming ● Freddie - Text Example Randomized greetings → Surprise ● primes the users to perceive the app as fun, usable and trustworthy A cheerful momentum helped to ● enhance usable workflow Variable rewards phenomenon ● inspired curiosity in the user
MailChimp Explanation Human-to-human connection ● revealed personality A shift in tone from the ● customers when speaking to support team People “channel their inner ● Freddie” through jokes, tweets
Coupon Codes Outside Example If a site includes an option for a ● coupon code, many users are primed to leave the checkout flow to search for promo codes People do not like to miss out on ● sales, makes them happier
Investigation People primed with rude words ● Outside Example were more likely to interrupt an investigator than those primed with neutral words People primed with polite words ● were less likely to interrupt an investigator than those primed with neutral words
MailChimp: An emotionally ● Implications for engaging interface can have the same effect as good design UX Practitioners: Coupon Codes: Include purchase ● Priming options in design to encourage user decision making Investigation: Choice of content ● should be considered when designing an interface
Success! Author satisfies goal of outlining ● “remarkable” user experiences by explaining how emotional design encourages positive interactions and lasting impressions
SURPRISE: Elements of surprise create ● Key Takeaways fun, lighthearted user experiences that encourage users to come back for more! ANTICIPATION : Allows for easier and ● ● less consequential UX design ● implementation ● ● PRIMING : Priming can enhance the ● user’s workflow through emotional engagement
Thank you! Questions?
Recommend
More recommend
