Presentation by Duncan Thomas, Pomegranate, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

1. Emotional Design:
Duncan Thomas

2. 20 Mins of your life:
• Digital’s evolution to emotional.
• Emotional design framework.
• Cases in action.

3. 1960-80’s
Raiding the lost art!
90’s 2000’s 2016>
Emotional use in design
Height
Tech focused
Re-emergence of
Emotional design

4. Emotions…

5. 95% of our
decisions are
emotional.
*Professor Gerald Zaltman
So what’s all the fuss about?

6. So what’s all the fuss about?
Emotionally engaged
customers x2 more
valuable than satisfied.
*Harvard Business Review 2016

7. Commercial Impact
Growth Optimisation Differentiation
Risk £ Efficiency Opportunity

8. Transforming our understanding

9. Adding the real depth of knowledge

10. Where are
we heading?

11. From lists

12. Pages

13. Journeys

14. Emotional Experiences
Experiences

15. The global emotion
detection and recognition
market is expected to reach
$65 Billion by 2023
Report: Market Research Future 2018
Where next?

16. The impact of
Emotion on design

17. From transactions to relationships
Building the Emotional Design Framework
John

18. Goals not tasks
Life Goals
End Goals
Experience Goals
How do I want to feel from this…
What do I want to achieve
How can it add more meaning

19. Emotionally connected
VisceralExperience Goals I want it / I need it
Goals Emotional Design
BehaviouralEnd Goals It makes me feel smart
ReflectiveLife Goals I can tell stories about it

20. Emotional Framework
Experience Goals
Visceral
Motivations
Visceral Design
Hedonics
Visual Stimuli
System 1
Implicit
End Goals
Behavioural
Motivations
Behavioural
Design
UX Journeys,
Interaction &
Usability
Emotional
Usability
Life Goals
Reflective
Motivations
Reflective
Design
Decision Science
Brand Persona
Storytelling
Interviews
Workshops
TestingAffecting Impact Implement

21. The practical
application

22. Results in action
Bringing new relief
to IBS sufferers.
Visceral
Behavioural
Reflective

23. Anxiety / Trust
Medical
perceptions
Caring,
understanding
and friendly
Visceral
Triggers
Emotional
Framing
Motivations
Detractors
Attractors
John: 34 - IBS Suffer
Visceral
Engagement

24. 14 Days
Anxiety
Depth first
Happiness
Breadth first

25. Inclusion of humanNon Human
36% Increased CTR
ImageryColourShapeMessage
Gut
Stomach
Tummy

26. Increased Ad
CTR by 37%
£170k in 6 Mths
Trial Uptake
3,500
Conversion to
Purchase
> 45%
• Trial Strategy
• Acquisition Strategy
• Website
• Brand alignment

27. Results in action
Visceral
Behavioural
Reflective
Changing the world for
clinical Laboratories.

28. From Instruments
and Technology
Solutions and
Problem solvers
to
Behavioural
Mind shift

29. Changing the conversation A new way of interacting

30. Lab

32. Global digital comm’s
strategy and web roll out
40 Countries
Launches Sept 2019
4 Year Change programme
across Marketing and Sales
Achieved $32m uplift yr2
• Multi Channel Digital overhaul
• Communications Strategy
• Experiential
• Brand Transformation

33. Results in action
Visceral
Behavioural
Reflective
From Product to
Protector.

34. From functional
machines
Caring Brand
partner
to
Reflective Brand
Relationship

36. Diagnosing reality
Customer Pains Customer Service

37. Reduced CPA from
£18.30 to £3.80
= Saving over £1.8m
Customer Care Strategy
= £3m reatttibuted
Reduced redundant calls
by over 40%
= Saving £1.5m
• Multi-channel
• Acquisition Strategy
• Website
• Service Strategy

38. In Summary…

39. Pomegranate & Emotional Ignition
TM

40. Thank you all for listening
Get in touch at:
www.pomegranate.co.uk
duncan@pomegranate.co.uk
+44 (0)20 7336 7322
Making the journey as exciting as the destination

41. Emotional
Usable
Functional

42. Your turn...
Q & A