presented by Petra Sell – independent UI designer & consultant Design thinking is the big hype nobody escaped from the last couple of years. The problem with design thinking is that it relies almost entirely on... thinking This analytic left-brain skill has resulted in a generation of products that are based on logic, but they miss passion. Just have a look at the immense “sameness” of most web design nowadays. In this talk you’ll learn about the strength of impulse, spontaneity, desire and intuition.

1. design feeling
a secret superpower

2. Hi,
I am Petra Sell,
UI designer
& consultant.

3. –Paul Rand
“Design is
the silent ambassador
of your brand.”

4. 1 statement
2 psychology
3 how-to

5. is UI design
for you just the
indulgent frosting?

6. –Aarron Walter
“Would those persons show up
to a job interview in their
pyjamas because people only
care about what they can do
and not how they look?”

7. UX trend:
complexion reduction

8. sameness effect
—› products are look alikes

11. Will we turn
into the same
digital persona?

12. The problem with design
thinking is that it relies
almost entirely on
thinking

13. Design Feeling calls for a
return to what is natural
and intuitive.

14. –Tim Brown, IDEO’s CEO
“I should have been
thinking so much less, and
feeling so much more.”

15. Design Feeling
is the
most overlooked
growth hack

16. Design is no
stand-alone-solution

17. first:
next:
then:
provide value
functionable,
reliable, usable
target emotions

19. we all judge
a book by it’s cover

20. the more emotional an
experience, the better we
remember.

21. Aesthetic design makes
people more loyal of the
brand and tolerant toward
mistakes or failures.

25. let’s
dive
into
the
science

26. 3 levels of emotions to
address in design:
visceral
behavioural
reflective

27. First visceral reaction
influences how users
perceive relevance,
credibility and usability.

28. keep in mind:
we are
irrational beings

29. we can talk
to the unconscious
by adding emotions

30. –Albert Einstein
“The only real valuable
thing is intuition.”

31. 95% of all decisions
progressing is unconscious

32. super power:
gut feeling

33. intuition is material:
right brain scans constantly
while left brain is
consciously engaged

34. little test
which city is bigger:
Detroit or Milwaukee?

35. brain filters out most info
per second
10 billion sensory
impulses; of which
40 consciously aware

36. this also leads to
inattention blindness

37. https://youtu.be/z-Dg-06nrnc

38. eye fovea
> high res. narrow focus
peripheral vision
> low res. guidance

39. 2 thumbs
make up
your focussed vision

40. humans have a
very narrow focus

41. take care:
eye tracking is only
measuring central vision

42. how does
design feeling
work?

43. design support for
unconscious
mental processing

44. people need to
belong/bond

45. stimulate
different types
of memory

46. tell the story with
placement

47. save memory effort by
using common ux patterns

48. Scrolling
takes less brain power
than clicking.

49. evoke emotions with
3C’s of interaction design
Color
Contrast
Content

50. photos of humans
easily evoke emotions

51. difficult content
set in hard-to-read font,
makes concentration bigger

52. but
hard to read
= hard to do

53. but most of all:
use your intuition
and gut feeling

54. design feeling is all about
empathy

55. good designers are
good listeners.
They start by
understanding,
not solving.

56. https://youtu.be/1Evwgu369Jw

57. Meaning
comes from
usability & art

59. Anthropomorphism
mirrow human emotions

60. side notes

61. atomic design (pattern)
‹ ›
creativity

62. design for all senses

63. upcoming:
tab into mood of users to
adjust interface

64. wrap up

65. –Aarron Walter
“why do we settle for
usable when we can make
interfaces both usable and
pleasurable?”

66. –Charlie Chaplin
“we think too much and
feel too little. More than
machinery, we need
humanity. More than
cleverness, we need
kindness and gentleness.”

67. thx for listening!
@volpelino