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Overlap of emotion and usability

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Discussion on usability are centered around logic, timing and goal completion. For a subject so focused on humans there is very little focus on the most human element, emotion. In this presentation I discuss how usability and emotion are inseparable and how you can use emotion to create more enjoyable websites.

Discussion on usability are centered around logic, timing and goal completion. For a subject so focused on humans there is very little focus on the most human element, emotion. In this presentation I discuss how usability and emotion are inseparable and how you can use emotion to create more enjoyable websites.

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Overlap of emotion and usability

  1. 1. THE OVERLAP OF EMOTION AND USABILITY by Ross Johnson of 3.7 DESIGNS @3pointRoss / @37Designs
  2. 2. I AM ROSS “DANGER” JOHNSON @3pointRoss @37Designs
  3. 3. My background is a bit diverse... DESIGNER SOCIAL SCIENTIST DEVELOPER EDUCATOR
  4. 4. I founded a company in 2005 3.7 DESIGNS WEB DESIGN BRANDING USER EXPERIENCE DIGITAL MARKETING WORDPRESS (YEAH BABY)
  5. 5. I started teaching in 2008 WASHTENAW COMMUNITY COLLEGE In 2012 I began teaching at MICHIGAN STATE UNIVERSITY
  6. 6. Wrote a book in 2011 the SIX LAYERS of DESIGN My research is the foundation for much of this discussion.
  7. 7. Whether designing commercial themes or custom ones for clients (or yourself) GREAT DESIGN LEADS TO GREAT EXPERIENCES. GREAT EXPERIENCES LEAD TO SUCCESSFUL WEBSITES.
  8. 8. HOW DO WE APPROACH USABILITY / UX?
  9. 9. Now that we know what “UX” is... WHAT ARE THE DELIVERABLES?
  10. 10. INFORMATION ORGANIZATION
  11. 11. LAYOUT & WORKFLOW
  12. 12. PROCESS MAPS
  13. 13. USABILITY STUDIES
  14. 14. Ease of use Frequency of use Difficulty to keep track of location in website Learn ability Information facilitation Look & feel appeal Site content Site organization ✓
  15. 15. ALL HELPFUL & VALUABLE BUT...
  16. 16. IS THIS YOUR USER?
  17. 17. IS THIS YOUR USER?
  18. 18. SO I ASK... IS THIS YOUR USER?
  19. 19. WHAT’S MISSING?
  20. 20. LET ME INTRODUCE YOU TO HUMANS...
  21. 21. FOR A SUBJECT SO FOCUSED ON HUMANS, THERE IS LITTLE EMPHASIS ON THE MOST HUMAN CHARACTERISTIC
  22. 22. EMOTION
  23. 23. EMOTION DRIVES ALL OF OUR BEHAVIOR. WE JUSTIFY DECISIONS WITH LOGIC AFTER THEY ARE MADE.
  24. 24. THE PLANK EXAMPLE...
  25. 25. BEHAVIOR IS PREDOMINANTLY DRIVEN BY THE SUBCONSCIOUS.
  26. 26. X 1. Weinschenk, Ph.D. Neuro Web Design
  27. 27. AN EMOTIONAL QUESTION? WHAT CEREAL DO YOU WANT? 2. Emotional Design, Norman
  28. 28. EMOTIONS MOTIVATION ACTIONS JUSTIFICATION
  29. 29. EMOTIONS SITE OBJECTIVES GOOD EXPERIENCES
  30. 30. UX != MAKE IT LOGICAL
  31. 31. UX == MANAGING EMOTIONS
  32. 32. PRIME EXAMPLE: AESTHETIC USABILITY EFFECT. 3. Norman, Emotional Design
  33. 33. MANAGING EMOTIONS FOR UX... HOW?
  34. 34. Three Types of Emotional Responses: VISCERAL BEHAVIORAL REFLECTIVE
  35. 35. SUBCONSCIOUS VISCERAL BEHAVIORAL REFLECTIVE CONSCIOUS
  36. 36. Old Brain VISCERAL
  37. 37. FIGHT or FLIGHT DANGER or OPPORTUNITY
  38. 38. FIGHT or FLIGHT DANGER or OPPORTUNITY
  39. 39. VILAYANUR RAMACHANDRAN BRAIN IS MADE UP OF 100 BILLION NEURONS. MOTOR NEURONS FIRE WHEN PERFORMING ACTIONS.
  40. 40. VILAYANUR RAMACHANDRAN THOSE SAME NEURONS FIRE WHEN YOU WATCH SOMEONE PERFORM THE SAME ACTION.
  41. 41. VILAYANUR RAMACHANDRAN THE LIMBIC SYSTEM AND THE AMYGDALGA
  42. 42. VILAYANUR RAMACHANDRAN SEEING IMAGERY OF IMPORTANCE CAUSES PHYSICAL REACTIONS.
  43. 43. “FEELS” SAFE
  44. 44. “FEELS” UNSAFE
  45. 45. VISUALS EMOTIONAL REACTIONS MOOD & MINDSET
  46. 46. What does it “feel” like to use? BEHAVIORAL
  47. 47. INLINE WITH TRADITIONAL UX FACETS
  48. 48. Learn and Love COST BENEFIT PRINCIPLE
  49. 49. Why we hate LONG WEB FORMS...
  50. 50. Why we DON’T READ INSTRUCTIONS UNLESS WE HAVE TO.
  51. 51. And love CALORICALLY DENSE FOOD
  52. 52. EFFORT BENEFIT TO OBTAIN OF OBTAINING
  53. 53. Hick’s Law in Action EXAMPLE 4. Weinschenk, Ph.D. Neuro Web Design
  54. 54. Selective Disregard EXAMPLE #2
  55. 55. RECOGNITION OVER RECALL
  56. 56. PROGRESSIVE DISCLOSURE
  57. 57. MINIMIZE ALL OPTIONS
  58. 58. ULTIMATELY MINIMIZE EFFORT REQUIRED.
  59. 59. Influencing Ones Conscious Thought REFLECTIVE
  60. 60. Basic influence: HOW DO I REMEMBER EXPERIENCING THIS WEBSITE?
  61. 61. Mid Level Influence: DOES THIS REMIND ME OF A GOOD OR BAD EXPERIENCE?
  62. 62. Mid Level Influence: DOES THIS SEEM LOOK LIKE IT SHOULD BE USABLE? 5. Blink, Gladwell
  63. 63. Mid Level Influence: IS THIS A PRESTIGIOUS WEBSITE?
  64. 64. Mid Level Influence: IS THIS A PRESTIGIOUS WEBSITE?
  65. 65. Mid Level Influence: IS THIS A PRESTIGIOUS WEBSITE?
  66. 66. THANK YOU Ross Johnson of 3.7 DESIGNS @3pointRoss / @37Designs Recommended Reading Neuro Web Design by Weinschenk, Ph.D. 100 Things Every Designer Needs to Know About People by Weinschenk, Ph.D. The Design of Everyday Things by Don Norman Emotional by Don Norman Designing with the Mind in Mind by Jeff Johnson Blink by Malcolm Gladwell Designing for Emotion by Aarron Walter

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