Emotions are arguably the most powerful motivator for humans and yet most projects lack an implicit strategy to target emotions. This talk will present insight on how and why to use emotion as a strategic target for UX design. It will cover the 4 Stages of Accomplishing Goals, the factors that affect how strongly we feel about an experience, what causes us to focus more on the positive or negative aspects of an experience, what stops us dead in our tracks, and how to create an experience that satisfies both the logical and emotional parts of our brain.

1. Win User Loyalty By Targeting
Logic & Emotions
(but mostly emotions)
Mike Donahue
UX Architect - Citrix
July 2014
@mdonahue37
LinkedIn

2. WHAT DOES LOYALTY LOOK LIKE?

10. loyalty:
a strong feeling of support or
allegiance.

11. HOW DO WE BECOME
TATTOO-WORTHY?#

12. Logic & Language
Conscious
Senses & Emotion
Unconscious
THE 2 PART BRAIN

13. CONSCIOUS VS UNCONSCIOUS
Happens First
Happens Faster
Handle More

14. LOGIC VS EMOTIONS…
Assign Value
More Powerful
Last Longer
Are Inevitable

16. The 4 Stages of
Accomplishing Goals
How we experience everything.

17. 1: Awareness 3: Action 4: Association2: Assessment
The 4 Stages of Accomplishing Goals

18. Positive
Negative
Neutral
Emotional Response Wave
?
?
1: Awareness 3: Action 4: Association2: Assessment
risk reward will skill

19. goal:
the object of a person's ambition or
effort; an aim or desired result.

20. Gordon
Ramsey’s

21. Stage 1: Awareness
Logical AND emotional
expectations get set.

24. Stage 2: Assessment
We always assess risks before rewards.

25. It’s about self-preservation

26. 1: Awareness 3: Action 4: Association2: Assessment
Positive
Negative
Neutral
Emotional Response Wave
Pain!
Pain!
Pain!

27. Core
Simplicity
Factors
Fogg Behavioral
Model
Time
Money
Physical Effort
Brain Cycles
Social Deviance
Non-Routine
{

28. 1: Awareness 3: Action 4: Association2: Assessment
Positive
Negative
Neutral
Emotional Response Wave
Positive
Negative
NeutralPositive
Negative
Neutral
Simple goal - drive thru burger
Positive
Negative
Neutral
Complex goal - Hell’s Kitchen

30. 1: Awareness 3: Action 4: Association2: Assessment
Positive
Negative
Neutral
Emotional Response Wave
Less pain!
Adjusted expectation.

31. authenticity:
concerns the truthfulness of origins,
attributions, commitments, sincerity,
devotion, and intentions; genuine.

32. Trust Requires Authenticity.

33. “A lack of transparency results in
distrust and a deep sense of
insecurity.”
Dalai Lama

35. Stage 3: Action
Actions are more about will than skill.

36. “The essential difference between
emotion and reason is that
emotion leads to action while
reason leads to conclusions.”
Dr. Donald Calne

37. Core
Motivation
Factors
Fogg Behavioral
Model
Pain/Pleasure
Fear/Hope
Rejection/Acceptance
{

38. Simple Solution:
Scare users into action. Right?

39. Some people love gardening.

40. Some people, not so much.

41. Stage 4: Association
The users process of evaluating and valuing
the overall experience.

42. ( assessment + action )
expectation
experience =
The experience equation

43. “People will forget what you said,
people will forget what you did,
but people will never forget how
you made them feel.”
Maya Angelou

44. Make emotions
the target of UX.

45. Positive
Negative
Neutral
Emotional Response Wave
?
?
1: Awareness 3: Action 4: Association2: Assessment
risk reward will skill
StartFinish Reverse Engineer the Experience

46. What causes us to focus on
the negative or positive?

47. need or want?

48. Ask Yourself:
Will this {experience} significantly
enhance the users state and have I
made as simple as possible to attain?

49. DOUG DIETZ
Principle Designer at GE
Transforming Healthcare for Children and their Families

52. “When you design for meaning,
good things will happen.”
Doug Dietz,
Principal Designer for GE Healthcare

53. The End