This keynote was given by Marissa Louie, Principal Designer at Yahoo! Abstract: There are millions of web sites and apps that exist, yet only a few of them are accessed on a regular basis. How do we design products that keep users coming back for more? The answer is simple – we integrate emotion into our designs. In this presentation, Marissa Louie will teach us: Emotional themes: What gets users hooked Emotional toolbox: Design elements that make your users feel great How to integrate positive emotions to influence behavior and increase user engagement How to add personality to a product -- Meet Marissa Marissa Louie is a UI, UX, and Product Designer whose designs have been experienced by over 1 billion users. She is a Principal Designer at Yahoo!, where she has led design efforts in Search and Homepage and Verticals. She founded First Designer Co., a design community that supports designers with mentorship, design critiques, and job opportunities. She has been an iOS Art Director at Apple, Product Designer at Ness Computing (acquired by OpenTable and now part of Priceline.com), and Co-founder of three tech startups. Her work has won numerous awards, including Apple's App Store Best of 2012 for Ness Computing.

1. E XC E P T I O N A L D E S I G N
M A R I S S A LO U I E
I N G R E D I E N T S F O R

2. Twitter: @malouie
#UXNight

3. slideshare.net/malouie

4. Design Foundation1
We’ll go over…
Emotional Themes & Design Elements2
Bringing an Emotional Design Together3

5. Starting with a Solid
Design Foundation1

6. What is design?

7. Design is the
fundamental soul of a
man-made creation
that ends up expressing
itself in successive
outer layers.
S T E V E J O B S

8. My goal as a designer is to
_____________.

9. E R I C PA N
My goal as a designer is to give other humans
tools to shed their problems and achieve
their dreams.

10. TA R A S R I P U N V O R A S K U L
My goal as a designer is to wake up everyday
knowing my designs made a huge social impact
and inspired others.

11. D E V I N H A L L A DAY
My goal as a designer is to design a solution so
simple and revolutionary that it becomes
integrated in every life to the point that they
take it for granted.

12. My goal as a designer is to
make people feel GOOD
)

13. Pleasurable
Usable
Reliable
Functional
Missing!!!
Maslow’s Hierarchy of
Emotional Design

15. First order of business:
create an emotional brand

16. !
!
!
Memorable, pleasurable
Speaks to users
!
!
!
Makes users feel
Is expressive
EMOTIONAL BRAND

17. TRUMPET TECHNOLOGIES

18. algorithms happiness

20. BEHIND THE SCENES

21. Design team: NOT from d.school

22. B E YO N C É
Who needs a degree when you’re
SCHOOLIN' LIFE?
design
^

24. SUCCESS METRICS

27. One of the best apps I’ve seen. Beautifully
engineered, Ness is both attractive and intuitive.
It’s easy, quick to use, and the interface has a
minimalistic beauty to it.
Some users are going as far to call this the best
app in the App Store while many others have
already made this a favorite.
What users said

28. With a beautiful and sleek design, this intelligent
and intuitive app will leave you stunned.
The reason why this app is better than Yelp isn't
just because it recommends places to eat, it's
because the entire interface is designed around
the idea of actually helping someone decide
where they are going to have their next meal,
rather than providing a list of different options
that is too taxing to sift through, and too boring to
spark an interest in the next outing.

30. 6,000,000
17
30,000,000
$13,200,000
750,000

32. Emotional Themes &
Design Elements2

33. Emotional design is beyond
usability and aesthetics

34. Which superpowers are
in your toolbox?

35. PR
Design
UI
UX
Product
Research
Branding
Marketing
Sales
Recruiting
Product
Management
Engineering
My toolbox:
Everything involved in building a tech product

36. The more you know, the more
you can feel

37. Consumer psychologists say
that people buy according
to how they feel about a
product: emotions, desire.
Not logic.

39. !
!
!
Familiar or new experience
Curiosity
!
!
Positive expectations!
Enticing content
ANTICIPATION

40. Connection
!
!
!
!
!
Matches my taste
!
Satisfies a real need
Play
JOY

41. Clear language
!
!
Easy to use
!
!
!
Privacy
!
UGC, Curation
TRUST

42. ANTICIPATION
JOY
TRUST
PLEASURABLE
Pleasurable
Missing!!!
=

43. Want. Need. Love.

47. It’s dangerous
!
!
Typography
!
!
!
Bold visuals upfront
!
Copywriting
ANTICIPATION

49. Fresh content
!
!
!
Easter eggs
Visually rich
!
!
!
Self-expression
JOY

50. iPhone accessories
Other clothes
Lace and
crocheted clothes
Tribal pattern
clothes
100 most popular items

51. !
!
!
Like-minded community
Easy to use
!
!
Top brands and bloggers!
Authenticity
TRUST

53. BEHIND THE SCENES

55. SUCCESS METRICS

56. Through Wanelo I have quickly learned what
clothes make me excited. I no longer go into a
store hoping something might peak my
interest.....I know what "look" I'm after and how I
want to feel. I have acquired so much insight to
see how much fun it can be to dress in different
moods, styles and venues.
What users said
This app is AMAZING. I'm addicted to it and all of
my friends are getting into it and we love it!!

57. !
I couldn’t have seashell lamps in my garage
without a mermaid tail and a swimming pool
equipped with floats with beer holders. You may
need rehab and financial counseling.
Absolutely fabulous, daaahling. I love that the app
updates are written in REAL people language!
Love and muffins from me too. If you are a
teenage girl, download this app.
What users said

59. 11,000,000
6,000,000
800,000,000
200,000
$100,000,000

60. Bringing an Emotional
Design Together3

61. Pleasurable
Usable
Reliable
Functional
Missing!!!
Maslow’s Hierarchy of
Emotional Design

62. You can’t have an entertaining,
a delightful, an inspiring experience
unless it’s well-designed and
thought out.
That’s where
we’re focused in
terms of design.
M A R I S S A M AY E R

63. Where is the emotional design
in this feature?
Where’s the cream filling?

64. I WILL NOT SHIP
UNLESS I…
Look for ways to use animations
Ask how we want users to feel
Tap into my design superpowers
Have a compelling brand as a foundation
Understand human emotions

65. I WILL NOT SHIP
UNLESS I…
Look for ways to include Easter eggs
Believe my product is pleasurable
Really want users to find it pleasurable
Convey emotion through UI: funny, etc.
Use emotive copywriting & content

66. Are we following the original
design brief?

67. Design Foundation1
We covered…
Emotional Themes & Design Elements2
Bringing an Emotional Design Together3

68. WE WILL SAY NO…
FEATURE OVERLOAD!
!
!
!
BAD TASTE!
!TECHNICAL INCOMPETENCE!
!
!
UGLY EGOS!

69. tiny little
EMOTIONAL SPIKES
of HAPPINESS

70. M A R I S S A LO U I E
Twitter @malouie
!
Dribbble @malouie
!
Slides slideshare.net/malouie
!
Email marissa.louie@yahoo.com
THANK YOU