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Mediacurrent Introduction to Emotional Design 2019

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In this webinar, Mediacurrent's Creative Director, Sheree Hill, will examine the human factors and basic principles of emotional design. Learn techniques to keep your audience engaged and converting on your website.

You can find the recording here: https://players.brightcove.net/pages/v1/index.html?accountId=1027729815001&playerId=default&videoId=5987663516001&autoplay=true

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Mediacurrent Introduction to Emotional Design 2019

  1. 1. Intro to Emotional Design Hosted by: Sheree Hill Jan 2019
  2. 2. Intro to Emotional Design January 9, 2019
  3. 3. | 3 Mediacurrent is a full-service digital agency that implements world class open source software development, strategy and design to achieve defined goals for enterprise organizations seeking a better return on investment. Who We Are
  4. 4. | 4 As Creative Director at Mediacurrent, Sheree provides clients with an immersive and engaging user experience through empathy and behavioral science. With 15 years of award winning agency experience, Sheree has been privileged to work with iconic brands including Harley- Davidson, AT&T, Kellogg’s Special K, Tupperware, Budweiser, The Home Depot, Toyota Scion, Listerine, Dancing with the Stars, American Idol, Southeastern Conference Sports, NCAA and Sony Pictures. Her work in higher education includes University of Southern California, Alvernia, Georgia Tech and Emory University’s School of Business. Sheree Hill Creative Director linkedin/in/shereehill/ @flutter sheree.hill@mediacurrent.com
  5. 5. | 5 UX Design is centered in human behavior. By understanding human wants and desires, we create a tailored experience that speaks to fundamental human needs, ultimately leading to a predictable path of decision.
  6. 6. | 6
  7. 7. | 7 Cognition: Is about trying to understand the world
  8. 8. | 8 In design we try to understand the real needs of people
  9. 9. | 9 Maslow’s Hierarchy of Needs Level Need Self-Actualization Realization or fulfillment of one's talents and potentialities Creativity, Spontaneity, Traveling, Self Growth Esteem Dignity, Independence Recognition, Social Status, Education, Achievements, Mastery, Prestige Love & Belonging Emotional Support / Affiliating Friends, Family, Community, Intimacy, Relationships, Belonging Safety Preservation / Stability / Control Safety, Financial Security, Health, Protection from Elements Physiological Lifeforce Energy Air, Water, Food, Rest
  10. 10. | 10 Emotions: Are about assigning value
  11. 11. | 11 Value is what is critical to humans
  12. 12. | 12 3 Levels of human emotion
  13. 13. | 13 Level 1 Emotion: Visceral
  14. 14. | 14 Level 1 Emotion: Visceral (Body)
  15. 15. | 15 Level 1 Emotion: Visceral (Body)
  16. 16. | 16 Level 2 Emotion: Behavioral (Heart)
  17. 17. | 17 Behavior: Multiple Intelligences
  18. 18. | 18 Level 3 Emotion: Reflective (Mind)
  19. 19. | 19
  20. 20. | 20
  21. 21. | 21
  22. 22. | 22 We Don’t Ask, We Watch. Because What People Think They Need is Often Not Right. Don Norman
  23. 23. | 23
  24. 24. | 24
  25. 25. | 25 Emotions: are a powerful system in the body
  26. 26. | 26 Expression: Our Emotional Language
  27. 27. | 27 Joy
  28. 28. | 28 Microinteractions: Affirmation & Validation in Process Completion Emotional Design: Delighters
  29. 29. | 29 Microinteractions: Medium.com’s approach to cortical activation Emotional Design: Delighters
  30. 30. | 30 Anger
  31. 31. | 31 Emotional Design: Anger
  32. 32. | 32 Emotional Design: Defusing Negative Emotions
  33. 33. | 33 Emotional Design: Defusing Negative Emotions Facebook shows a screen skeleton first and then adds content as it's loaded.
  34. 34. | 34 Fear
  35. 35. | 35 Using friction in error prevention: MacOS confirming actions when permanently deleting items Emotional Design: Fear
  36. 36. | 36 Mailchimp example of command confirmation to delete Emotional Design: Using Friction in Error Prevention
  37. 37. | 37 Sadness
  38. 38. | 38 Neuroaesthetics: Empathy in Storytelling
  39. 39. | 39
  40. 40. | 40 Anticipation
  41. 41. | 41 Emotional Design: Anticipation as a Delighter
  42. 42. | 42 Surprise
  43. 43. | 43 Emotional Design: Surprise as a Delighter Yelp’s Pull To Refresh Frame: Brings a surprising whimsy into the user experience.
  44. 44. | 44 Comfort of Direction: Visual Perception of Unity An organized whole that is perceived as more than the sum of its parts.
  45. 45. | 45 The Gestalt Principles: Similarity & Anomaly
  46. 46. | 46 The Gestalt Principles: Continuation
  47. 47. | 47 The Gestalt Principles: Closure
  48. 48. | 48 The Gestalt Principles: Proximity
  49. 49. | 49 The Gestalt Principles: Figure and Ground
  50. 50. | 50 Much like storytelling, brands who focus on holistic user journeys rather than devices will set themselves apart in 2019. Thus, designers will need to adapt their approach in step with the direction the industry is taking.
  51. 51. | 51 Brand Intimacy - Device Agnostic Design
  52. 52. | 52 Emotional Design: Brand Intimacy
  53. 53. | 53
  54. 54. | 54 Emotional Design: GA Tech Brand Intimacy Fulfillment: The brand promises the achievement of something desired.
  55. 55. | 55 Emotional Design: Guardian Brand Intimacy Identity: the brand values that which the customer identifies with and projects a desirable lifestyle.
  56. 56. | 56 Emotional Design: Brand Intimacy Enhancement: the brand promises to make life easier and to help the customer to be smarter, as well as more effective, capable, and connected.
  57. 57. | 57 Emotional Design: Brand Intimacy Ritual: the brand aims to become part of the customer’s daily routine.
  58. 58. | 58 Emotional Design: Brand Intimacy Nostalgia: the brand offers attributes that are reminiscent of fond memories from a consumers’ past
  59. 59. | 59 Emotional Design: Brand Intimacy Indulgence: the brand appeals to the senses; luxurious
  60. 60. | 60 Emotional Design: Brand Personality
  61. 61. | 61 Emotional Design: Brand Personality
  62. 62. | 62
  63. 63. | 63 Do you need support? Please reach out to our speaker Sheree Hill with any questions. Need help with a Design, Development, or Digital Strategy project? Connect with us today! Sheree Hill Creative Director Mediacurrent sheree.hill@mediacurrent.com Thank you for joining! linkedin/in/shereehill/ @flutter sheree.hill@mediacurrent.com
  64. 64. Thank you! @Mediacurrent Mediacurrent.comFacebook.com/mediacurrent @Mediacurrent

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