Public Lecture to demonstrate the significance of why and how to capture Happiness. UX modern practices in terms of Cognitive Happiness

1. Capturing
Happiness!
Dr.Mohammed Al-Husban
Senior Lecturer – Solent University
Head of UX – SMARTCITTI

2. 1- Why to capture Happiness?
2- What is Happiness?
3- How to capture Happiness?
4- Building a community! Better life
better workplace!?
Objectives

3. Power of
Happiness?

7. The rise of Ecosystemsand the trend’s implications for all businesses!
Ecosystems will account for 30 percent of global revenues by 2025.
The network of organizations that drives the creation and delivery of
informationTechnology products and services.
By 2025, as this revolution gains speed, McKinsey expects 12 distinctive and massive
ecosystems to emerge around fundamental human and organizational needs.
Why Happiness?....Why bother?

8. Ecosystems typically provide three types of value:
1.They act as gateways, reducing friction as customers switch
customers switch across related services. Facebook Messenger,
Messenger, for example, enables users to shop, check into a
hotel, message a friend, read the news, and chat with a
doctor—all through a single interface. Users need not toggle
between portals, manage separate log-ins, or spend mental
energy maintaining multiple services.
2. They harness network effects. Google Nest, the maker of an
maker of an ecosystem of smart-home products, provides its
customers with a monthly report card that illustrates their
energy use and compares it with that of their neighbours to
give the numbers context. At the same time, the company
creates value for utility providers by providing consolidated
information about demand to help them optimize production.
3.They integrate data across a series of services. One healthcare-
healthcare-data company extracts high-fidelity data from the
healthcare ecosystem and applies it to patients’ lives to
improve human health.
Why Happiness?....Why bother?

9. Why Happiness?....Why bother?
Global Sensors in Internet of Things
(IoT) Devices Market 2016-2022: 100
billion IoT Connected Devices will be
Installed by 2025 to Generate Revenue
of Close to $10 Trillion.
Sensors will continually detect and
analyse your data.
March 10, 2017 04:55 ET | Source: Research and Markets

10. Why Happiness?....Why bother?
Big Data
Making Sense
Machine Learning
Capturing
Smart
Ecosystem
Survival will
heavily be based
on Realtime AI-
Human reviews.
Machine will
monitor
behaviour and
measure
happiness.

11. UGC(User Generated Content)
is changing the landscape?!!
The sheer volume and authenticity of this user-generated
content (UGC) will always outpace and outperform the brand-
created content.
www.socialmediatoday.com

12. UGC is the largest untapped resource for brands.

14. Do CustomersTrust Online Reviews?
The facts don’t lie. No matter how fantastic
you make your product’s description, most
consumers are going to turn to reviews
before making a buying decision. In fact,
positive reviews will boost your sales
by 18%. And, if you are looking for
conversions, then look no further than user-
generated content (UGC), which is
customers talking about your products or
services. UGC will up your
conversion rate by 133%.
Why Happiness?....Why bother?

15. Do CustomersTrust Online Reviews?
The facts don’t lie. No matter how fantastic
you make your product’s description, most
consumers are going to turn to reviews
before making a buying decision. In fact,
positive reviews will boost your sales
by 18%. And, if you are looking for
conversions, then look no further than user-
generated content (UGC), which is
customers talking about your products or
services. UGC will up your
conversion rate by 133%.
1.Amazon Customer Reviews
2.Angie's List
3.Choice
4.Trustpilot
5.TestFreaks
6.Which?
7.ConsumerReports
8.TripAdvisor
9.Yelp
10.Google My Business
11.Yahoo! Local Listings
12.FinancesOnline
13.Influenster
14.G2 Crowd
15.TrustRadius
16.Salesforce AppExchange
17.Better Business Bureau
18.Glassdoor
19.Facebook Ratings and
Reviews
20.Twitter
21.Foursquare
22.Your Own Website
1.Forums
2.blogs
3.Social Media
4.Online news
5.Search engine
6.Video streaming
Why Happiness?....Why bother?

16. Do CustomersTrust Online Reviews?
The facts don’t lie. No matter how fantastic
you make your product’s description, most
consumers are going to turn to reviews
before making a buying decision. In fact,
positive reviews will boost your sales
by 18%. And, if you are looking for
conversions, then look no further than user-
generated content (UGC), which is
customers talking about your products or
services. UGC will up your
conversion rate by 133%.
1.Amazon Customer Reviews
2.Angie's List
3.Choice
4.Trustpilot
5.TestFreaks
6.Which?
7.ConsumerReports
8.TripAdvisor
9.Yelp
10.Google My Business
11.Yahoo! Local Listings
12.FinancesOnline
13.Influenster
14.G2 Crowd
15.TrustRadius
16.Salesforce AppExchange
17.Better Business Bureau
18.Glassdoor
19.Facebook Ratings and
Reviews
20.Twitter
21.Foursquare
22.Your Own Website
1.Forums
2.blogs
3.Social Media
4.Online news
5.Search engine
6.Video streaming
Ad-hoc just-in-time comment community
Why Happiness?....Why bother?

19. Reviews in the context of emotional review are rational
happiness experiences. A happiness you are aware of,
attentive to and ready to make the effort to share! What
do you want now is a platform to share those happy or
unhappy experiences and make the emotional impact.
Why Happiness?.... Why bother?

20. Why …… Because people lost faith in
businesses and government,
They trust communities and word of mouth
more than your business…..

22. UGC + IOT + ML + Rational Reviews + Social Commerce
Happiness
C2C
(Crowed souring)
( Sensors )
( Big Data )
( Ad-hoc Communities)
( Social Profiling )
Your existence in the emerging ecosystems economy will be defined by your ability to
Identify/Respond/Deal/Tackle/Cope
You must contribute to customer happiness
Ecosystems
Why Happiness?.... Why bother?

23. In commercial and academic human behavior research,
collecting emotional responses and feelings is central for
obtaining valuable insights into both conscious and
unconscious processes associated with observable actions,
thoughts, and memories of the respondent group of your
interest.
According to iMotion:

24. Why capture my feelings and emotions:
- We are emotional, that what makes us who we are.
- We experience great deal of emotions everyday.
- You meant to be happy, but we need to know what
makes us happy. Sustainability.
- Living a happy life starts with you being happy.
- When you are happy you perform better.
- There are loads of different variables that could make
you happy or trigger happiness (What)
- But Happiness occurs and triggered in a geospatial
location (place and time) that along with AI big data can
help capture what events and activities made you feel or
experience happiness.

25. Value of Happiness in Workplace!

26. Why Happiness?....Why bother?
Because it is your Competitive advantage
Customers
Employees
Suppliers
Competitors
Stakeholders
AIAgentsintheEcosystems

27. What is happiness?
What is Happiness?

28. What is happiness?
What is Happiness?
1.Happiness is a state, not a trait; in other words, it
isn’t a long-lasting, permanent feature or
personality trait, but a more fleeting, changeable
state.
2.Happiness is equated with feeling pleasure or
contentment, meaning that happiness is not to be
confused with joy, ecstasy, bliss, or other more
intense feelings.
3.Happiness can be either feeling or showing,
meaning that happiness is not necessarily an
internal or external experience, but can be both.
https://positivepsychologyprogram.com

29. Happiness Framework
According to researchers Chu Kim-Prieto, Ed Diener, and their
colleagues (2005), there are three main ways that happiness has
been approached in positive psychology:
1.Happiness as a global assessment of life and all its facets.
2.Happiness as a recollection of past emotional experiences.
3.Happiness as an aggregation of multiple emotional reactions
across time.
(Kim-Prieto, Diener, Tamir, Scollon, & Diener, 2005)
What is Happiness?

30. Feelings &
Emotions
What is Happiness?

31. Feelings & Emotions?
What is the difference?
Why is it important to know the difference? Personal level become more
emotionally-selfaware.
What can actually or physically be captured?
What is Happiness?

32. • Feelings are felt through immediate experience as a result of
outside stimuli (reacting with five physical senses) but no
cognitive thought has occurred, your brain is not involved in a
feeling, but your body is!
• Feelings are prethoughts.
• Emotions are afterthoughts
• Emotions are fabricated through your own thoughts and your
memory and reflected in your physical state (Primary
emotions), emotion are the physical results after your brain
processed the consciousness and spit out a thought,
• Intuition operates in the feeling world not the emotional world.
• Feelings ae neutral (You feel without judgement from your
brain)
• When you become emotional about your feelings that when
brain creates drama.

33. The Primary Emotions
Can you name these emotions?
What is Happiness?

34. The Primary Emotions (Robert Plutchiks)
What is Happiness?

37. Is Happiness a Feeling or Emotion?
Discuss with the person next to you?
This is a 5 min Mind teaser to boost your attention!!
What is Happiness?
https://www.youtube.com/watch?v=dOkyKyVFnSs

38. Feelings & Emotions?
What is Happiness?

39. Feelings & Emotions?
What is Happiness?
Emotions are
neurological
reactions to an
emotional stimulus.
A feeling is the side
product of
your brain perceivin
g an emotion and
assigning a certain
meaning to it.
Emotions on the other hand are what those feelings
mean. They are short lived and subjective. Our
interpretation of the intensity and particulars then
have an impact on us. These too fall into categories
and have both combinations and harmonics..
Feelings are senses detecting what
you feel through your 11 inputs:
Hearing
Taste
Sight
Smell
Heat
Cool
Pain
Pleasure
Sense of balance (vestibular)
Pressure
Motion (kinesthetic)
Emotions and feelings as closely related, but distinct instances – basically, they’re two sides of the same coin.
EcologicalConstructivist

40. The Emotional Vs Rational Models
Cognitively Processed
Implicit
Physically Perceived
Explicit
Ecological VS Constructivist
What is Happiness?
Feeling & Emotions Thoughts & Ideas
PrivateVS Public
SubjectiveVS Objective

41. The Emotional Vs Rational Models
Cognitively Processed
Implicit
Physically Perceived
Explicit
Ecological VS Constructivist
What is Happiness?
Feeling & Emotions Thoughts & Ideas
PrivateVS Public
SubjectiveVS Objective
Preprocess  Feeling
Postprocess  Emotion
Preprocess Thought
Postprocess  Idea

42. Can you categorise the following into Feelings and Emotions
Anger
Fear
Joy
Enthusiasm
Lust
Contentment
Bitterness
Worry
Love Sadness
Depression
What is Happiness?

43. Joy: is an emotion.
Worry: is a feeling. Fear: is an emotion.
Contentment: is a
feeling.
Enthusiasm: is an
emotion.
Bitterness: is a feeling. Anger: is an emotion.
Love: is a feeling. Lust: is an emotion.
Depression: is a feeling. Sadness: is an emotion.
What is Happiness?

44. The EmotionalVs Rational Models
Cognitively Processed
Implicit
Physically Perceived
Explicit
What is Happiness?

45. The EmotionalVs Rational Models
Cognitively Processed
Implicit
Physically Perceived
Explicit
What is Happiness?
Theme 4: Emotions shape decisions via the content of thought
Emotion and Decision Making, the Annual Review of Psychology. Harvard University

46. The Emotional Vs Rational Models
Cognitively Processed
Implicit
Physically Perceived
Explicit
Ecological VS Constructivist
What is Happiness?
Feeling & Emotions Thoughts & Ideas
PrivateVS Public SubjectiveVS Objective

47. The Emotional Vs Rational Models
Cognitively Processed
Implicit
Physically Perceived
Explicit
Ecological VS Constructivist
What is Happiness?
Feeling & Emotions Thoughts & Ideas
PrivateVS Public SubjectiveVS Objective
Business Route:

48. The Emotional Vs Rational Models
Cognitively Processed
Implicit
Physically Perceived
Explicit
Ecological VS Constructivist
What is Happiness?
Feeling & Emotions Thoughts & Ideas
PrivateVS Public SubjectiveVS Objective
Individual Route:
Happy Community

49. The EmotionalVs Rational Models
What is Happiness?
Feeling & Emotions Thoughts & Ideas
The component of emotions that scientists call subjective feelings refers to the way each individual
person experiences feelings, and this component is the most difficult to describe or measure.
Subjective feelings cannot be observed; instead, the person experiencing the emotion must describe it to
others, and each person's description and interpretation of a feeling may be slightly different. For
example, two people falling in love will not experience or describe their feeling in exactly the same ways.
Read more: http://www.humanillnesses.com/Behavioral-Health-Br-Fe/Emotions.html#ixzz5loq5XRMh

50. What is Happiness?
Happiness
Timelessly Frictionless Composite
conscious experience combines
personal joy, rational pleasure, valid
contentment, realistic satisfaction.
William James
1842 - 1910
My own attempt:

51. What is Happiness?
Σnow conx[(T + F + E)] I / E [Ti,P]Happiness =
N + 1 N + 1 N + 1

52. What is Happiness?
Happiness = The Sum of [ Context [ (Thought + Feeling + Emotion ) Idea ] ^ Event [Time / Place ] ]
Σnow conx[( T + F + E)] I / E [Ti,P]Happiness =
N + 1 N + 1 N + 1
Happiness in mathematical terms:

53. How to capture Happiness?
Happiness = The Sum of [ (Thought + Feeling + Emotion ) Idea ] ^ Event [Time / Place ]
• Can it be captured?
• What are we trying to capture?
• Why are we capturing it?

54. This Is What Your Emotions Look
Like
MATTHEW ZURAS
DECEMBER 31, 2013
How to capture Happiness?

55. How to capture Happiness?
Facial Expressions are the most important means of nonverbal communication. Emotions are communicated via facial
expressions.
Your Facial Expressions

56. How to capture Happiness?
Your Facial Expressions

57. Disgust is only revealed by our faces via one
culturally transferable expression.
https://www.dailymail.co.uk/sciencetech/article-
6594997/Humans-SEVENTEEN-different-facial-expressions-
convey-happiness-emotion.html
Experts have discovered that the human face is capable of contorting itself into more
happy faces than any other emotion. Only three facial guises successfully convey fear,
four show surprise, and five display sadness and anger. Happy faces range from a big
cheesy grin to a subtle smirk and even a mid-laugh snap
•The researchers found the human face can create 16,384
expressions.
•Only 35 of this huge amount are universal and mean the same in all
cultures.
•Nearly half of all these (17) are used to show the emotion of
happiness.
•Humans use three expression to convey fear and four to convey
surprise.
•There is only one facial expression which indicates disgust, experts
found

58. How to capture Happiness?

59. Does Your Voice Reveal More Emotion Than Your Face?
New research compares how well we can read other people’s emotions in their voices and faces.
BY EMMA SEPPALA | JUNE 19, 2017
https://greatergood.berkeley.edu/article/item/does_your_voice_reveal_more_emotion_than_your_face
How to capture Happiness?

62. How to capture Happiness?
Event
• Capturing happiness via cognitive awareness and user reflections and behaviour of what they say and do.
• ModernTechniques is to capture the Event that trigger happiness with the help of AI, Machine Learning and geospatial
context..

66. Usability and beyond

68. Emotional Design
• Design for Persuasion, Emotion andTrust (PET Design)
• Usability is no longer enough
• Access subconscious decision making engine and plug in your
business needs.
• Use Perception and Cognitive with emotions to promote PET.
• Identify feelings, emotions, ideas, thoughts while user interact with
digital products.

69. Making Emotional Connections and Associations
Marketing and sales do that already in Alpha State,
it is very effective in advertisement. But they do it
before acquisition or after retention but not during
engagement, this is UX, the information flow (The
story), The information design, The interaction
Design and The content.
•Trust techniques are for establishing credibility, providing
assurances and removing risk.
•Emotion is a prime determinant of the sense of subjective
well-being. Emotion-based techniques are about eliciting
a desired emotional response during a process.
•And the last one—persuasion techniques—the triggers to
an action. These techniques relate to the mechanics.
Practical, fast, cheap approach for business

70. Making Emotional Connections and Associations
Creating Emotional Connections
BY ANDREAS KOMNINOS
Practical, fast, cheap approach for business

71. Practical, fast, cheap approach for business
MarketTrends + Good Practices +Your Insights
Successful UX Design =

72. What should you do
1. Users want/need reassurance and confirmation that your
business will take care of them (TRUST), make the
connection at subconscious level. Don’t worry.
Booking.com Example.
2. Tell me what I need to know, how much, how many
items/people are there, tell me what people are saying.
How many products and services you sold, had people had
any issues before? (Persuasion)
3. Consider secondary and subsidiary routes, buying a house!
New referral businesses.
4. Chatbots are becoming popular https://www.tawk.to/
Practical, fast, cheap approach for business

77. Smart Citti
• The Project is designed to Map, Capture, Measure and Improve happiness in geospatial context.
• The project has a crossdisciplinarity nature which covers aspects from Cognitive Psychology,
Emotion Design, Artificial Intelligence, Geospatial data, Data Science, Sociology, Anthropology
and Computer Science.
• Our research shows that happiness is triggered by stimuli, a stimuli is produced as a respond to
an event, the event occurs in certain place at specific time.
• Digital Twin is a real time AI and People Powered Engine aggregates data relevant to Place, Time,
Legacy System Data, using machine learning, try to identify the Event and collect people
happiness in that place at the same time to make the right association through a highly
intelligent decision support system.

78. Case Study
SMARTCITTI
DEFINE
CAPTURE
MEASURE
MAKE SENSE
COMMERCIALIZE
Radical shift in Happiness ROI – Macro happiness
Business Model
Can we, if you think you
can define happiness,
think again?!
Challenges with
measuring happiness
New technologies – Using AR+
VR + Spatial context
ROI of Happiness
COMMUNITY BUILDING ?????
?
Context
EventHappy
Support Share
Workplace
Index
Map
BDBD

79. Building a Community at SmartCitti
Work place?!
Sharing your current emotional state is
extremely valid for your personal level and on
the community level. We have collected a
large number of emotional states.
We have identified issues with resources,
working hours, meetings, work schemes,
sprints, microwaves, parking and even toilets.

80. Conclusion
1. Individual: It is not important to be Happy, it is
important to feel happy … become more emotionally
self-awareness, you must have got a lot to celebrate.
2. Happiness is contiguous in workplace and proven to
boost productivity and creativity.
3. Business: Don’t promise make your customer happy,
contribute to their happiness, identify and gain
insights and share with them, rationally and
emotionally tackle their happiness. Customer as
active contributor.
4. Create an Emotion Connections. Community
Support.

81. m.alhusban@gmail.com
Mohammed.al-husban@solent.ac.uk
Mo@smartcitti.com