Feeling the future: how emotions help us design for tomorrow
In the world that is increasingly divided, people are demanding more. As customers and communities adapt their everyday lives, we look to understand their needs and behaviours – but what about understanding their emotions? This vital design dimension is often ignored and yet, as designers, we are ultimately responsible for connecting with people by making them feel! How do we bring a sense of emotion to emerging technologies and products to create more meaning and bring humanity back into our interactions? We design experiences that are as layered as us humans. Building connection - both real and virtual – is the foundation. Let’s use Emotional Design to embrace the change we are facing today and make the world a better place through creativity tomorrow. Join Yasmin and Greet as they explore what emotion will look like in tomorrow’s world and how this will impact design by pushing us to look beyond.
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Feeling the future: how emotions help us design for tomorrow
- 1. Feeling the future: How emotions help us design for tomorrow December 2020
- 2. Yasmin Borain Chief Experience Officer, Tribal Worldwide London Greet Jans Head of Experience, Future Platforms
- 3. “Design must seduce, shape, and perhaps more importantly, evoke an emotional response” April Grieman
- 4. Emotional Design Reflective (It completes me) Behavioural (I can master it) Don Norman’s emotional design Visceral (I want it!) Functional Task focus Anderson’s hierarchy of needs Reliable Experience focus Usable The missing piece Pleasurable Has meaning
- 5. Going beyond functional and usable and creating products that deliver positive experiences for users - products that people love. What is emotional design
- 6. When a positive connection is created with a brand 90% of us are more likely to stay loyal to brand Source: https://www.deloittedigital.com/us/en/blog-list/2019/in-our-feelings--how-emotion-elevates- customer-experience.html 88% are more likely to spend more 91% are willing to advocate on behalf of the brand
- 7. Till now we designed for one emotion Happiness Sadness Fear Disgust Anger Surprise
- 9. As humans, we are multi- layered Behaviours Emotions Motivations Habits Source: https://unsplash.com
- 10. Happy Sadness Disgust Fear Anger Happy Sadness Disgust Anger Fear Ecstasy Melancholy Intrigue Surprise Righteousness Melancholy Intrigue Surprise Righteousness Despair Self-loathing Anxiety Betrayal BetrayalAnxietySelf-loathing Prejudice Revulsion Revulsion Loathing Loathing Terror RageHatred Hatred And we are complex
- 11. Technology as an enabler “By 2022, your personal device will know more about your emotional state than your own family.” — Annette Zimmermann
- 12. Is emotion the main driver for changing lives for the better?
- 13. The world we live in now … Technology is better at understanding us - recognising, and responding to our emotions People want to express themselves and share their emotions Our society is focused on emotional intelligence and well-being
- 14. Designers need to create experiences Passive and sameness Loyalty by marketing strategy Purely functional and transactional interactions Recognising and responding Reinventing how brand behaves and creating new relationships Empathic interactions, increasing over time
- 15. BrandPeople Understand how people feel and why Navigate and design for all emotions (our multi-layered selves that changes over time) Build in different perspectives — embracing individuals, cultural diversity, and circumstances Building ‘emotional’ a relationship between Communicate with empathy. Be authentic and relevant
- 17. Elvie Pump
- 20. Emotional design Today Tomorrow Creating experiences that respond to people at any given moment. Going beyond functional and usable. Creating products people love.
- 21. The question is not whether experiences should have any emotions, but whether they can be anything without them.