•Introduction •Background •Playtime •3 Divisions •Design •Usability •H-C Etiquette •Limitations •Hedonism •Culture •Cost-Justifying •Conclusions •Questions

Emotional Design

Presented by Paul Aumer-Ryan School of Information


• Emotional Design; also called:
– – – – – Hedonic Design Affective Design Affective Human Factors Design Human-Centered Design Empathetic Design

•Introduction •Background •Playtime •3 Divisions •Design •Usability

•H-C Etiquette •Limitations •Hedonism •Culture •Conclusions •Questions •Cost-Justifying

• Quick definition: focuses on the influence of emotions on the way we interact with objects.

MOTIONAL DESIG Introduction • Who should care: – – – – – Designers Programmers Engineers Inventors & Creators Producers •Introduction •Background •Playtime •3 Divisions •Design •Usability •H-C Etiquette •Limitations •Hedonism •Culture •Cost-Justifying •Conclusions •Questions • Who it affects: – Everyone! .

MOTIONAL DESIG Background • Multidisciplinary: – – – – – – – Information Sciences Cognitive Science Computer Science Artificial Intelligence Philosophy Art & Design Software & Game Development •Introduction •Background •Playtime •3 Divisions •Design •Usability •H-C Etiquette •Limitations •Hedonism •Culture •Cost-Justifying •Conclusions •Questions .

MOTIONAL DESIG Background • Where did it come from? – Human Factors / Ergonomics – Human-Computer Interaction •Introduction •Background •Playtime •3 Divisions •Design •Usability •H-C Etiquette •Limitations •Hedonism •Culture •Cost-Justifying •Conclusions •Questions • Why is it a separate field? – Ask Descartes and Aristotle. Subjective . – Rational vs. Emotional – Objective vs.

MOTIONAL DESIG Background •Introduction •Background •Playtime •3 Divisions •Design • Contests classic approaches •Usability that treat human behavior as •H-C Etiquette •Limitations ‘stimulus-response’ and •Hedonism •Culture consider emotions as noise •Cost-Justifying •Conclusions •Questions .

com/arb93 •Usability •H-C Etiquette • panic: •Limitations •Hedonism • Google Maps: •Culture •Cost-Justifying http://tinyurl.MOTIONAL DESIG Playtime •Introduction •Background •Playtime • Fold n’ Drop: •Design • •3 Divisions Conclusions •Questions .

MOTIONAL DESIG 3 Divisions • Let’s categorize emotions! • Niels Engelsted: – Affect (environmental response) – Emotion (based on memory) – Sentiment (long-term. love and hate) – Visceral Design (evolutionary responses) – Behavioral Design (bodily activity) – Reflective Design (mental activity) •Introduction •Background •Playtime •3 Divisions •Design •Usability •H-C Etiquette •Limitations •Hedonism •Culture •Cost-Justifying •Conclusions •Questions • Donald Norman: .

MOTIONAL DESIG Design •Introduction •Background •Playtime • Designing for Norman’s 3 levels: •3 Divisions • Visceral design -> product •Design •Usability appearance •H-C Etiquette •Limitations • Behavioral design -> usability •Hedonism • Reflective design -> self-image •Culture •Cost-Justifying •Conclusions •Questions – Google: playful. avant-garde . anti-corporate – Apple’s iPod: stylish.

and overall well•Limitations being” (Klein. social relationships. anxiety and •Design similar emotional states can affect not only the •Usability interaction itself.MOTIONAL DESIG Usability •Introduction •Background •Playtime • How does emotional design relate to usability? •3 Divisions • “Frustration. Moon. •Questions . 2002). anger. but also productivity. confusion. •Hedonism • Frustration is doubly troublesome to computer •Culture users: they must deal with the source of •Cost-Justifying frustration (the misbehaving computer) and •Conclusions the emotional response. & Picard. •H-C Etiquette learning.

MOTIONAL DESIG Usability • Emotional design as an extension •Background to standard usability practices •Playtime •3 Divisions • Standard practice: eliminate •Design sources of frustration by •Usability •H-C Etiquette addressing them in the design •Limitations phase •Hedonism •Culture • Additional practice: make •Cost-Justifying application deal with unavoidable •Conclusions user frustration by addressing the •Questions user’s emotions •Introduction .

MOTIONAL DESIG Human-Computer Etiquette • The Media Equation (Reeves •Background & Nass) •Playtime •3 Divisions • “Humans readily generalize •Design •Usability their expectations from •H-C Etiquette human-human interaction to •Limitations •Hedonism human-computer interaction •Culture •Cost-Justifying regardless of whether or not •Conclusions that is the intent of system •Questions designers” (Miller 2004). •Introduction .

Nicholson. too. •Questions .MOTIONAL DESIG Human-Computer Etiquette •Introduction •Background •Playtime • Computers As Social Actors (CASA) •3 Divisions • “All interfaces. •H-C Etiquette & Wojcikiewicz 2001-2003). from Mishra. •Limitations •Hedonism • Design implication: treat the •Culture application as if it will be a human •Cost-Justifying interacting with the users •Conclusions • Personify! Your users will. have personality” •Usability (Topffer’s law. however badly •Design developed.

my spreadsheet program •Cost-Justifying is really cool. if the task is tedious. •Limitations the tool must deal with this •Hedonism •Culture • In other words.MOTIONAL DESIG Limitations •Introduction •Background •Playtime • “Emotions are relevant to activity and not to the actions or operations that realize •3 Divisions •Design it” (Aboulafia & Bannon. but I still have to type in all •Conclusions the darn numbers •Questions . 2004). an application is a tool to •H-C Etiquette fulfill some task. •Usability • In other words.

MOTIONAL DESIG Limitations •Introduction •Background • Design implication: you can’t •Design avoid the emotional effects •Usability of the task your program •H-C Etiquette •Limitations supports. but you can help •Hedonism •Culture the user deal with those •Cost-Justifying effects •Conclusions •Playtime •3 Divisions •Questions .

minimize the bad •Introduction •Background •Playtime •3 Divisions •Design •Usability •H-C Etiquette •Limitations •Hedonism •Culture •Cost-Justifying •Conclusions •Questions . – My purpose is a simple optimization problem: maximize the good.MOTIONAL DESIG Hedonism • Hedonism mathematically defined: – There are good emotions and bad emotions.

MOTIONAL DESIG Hedonism • Problems: – Nuclear technicians laughing and singing songs during a meltdown – Many tasks require anxiety and tension (“bad” emotions) to be completed successfully – Games are really the only area that hedonistic design can apply to •Introduction •Background •Playtime •3 Divisions •Design •Usability •H-C Etiquette •Limitations •Hedonism •Culture •Cost-Justifying •Conclusions •Questions .

but not a different brand” •Hedonism (Nass 2004). •Culture • There are internationalization issues •Cost-Justifying with emotional design that must be •Conclusions addressed •Questions . •Design people will politely reciprocate to the •Usability •H-C Etiquette second computer if it is the same brand •Limitations as the first.MOTIONAL DESIG Culture •Introduction •Background •Playtime • Uh-oh. some things aren’t universal •3 Divisions • Follow-up to the media equation study: “In a collectivist culture like Japan.

MOTIONAL DESIG Cost-Justifying • And now for something •Introduction •Background completely different… •Playtime •3 Divisions • Emotional design isn’t all •Design sunshine and puppy dogs— •Usability •H-C Etiquette someone has to pay the •Limitations designers •Hedonism •Culture • And inevitably someone has •Cost-Justifying •Conclusions to convince the money •Questions holders that their money is well-spent .

and so •Usability all of the good cost-justifying •H-C Etiquette •Limitations techniques can be applied •Hedonism •Culture here •Cost-Justifying •Conclusions • Hedonistic design is also •Questions easy: happier customers buy things .MOTIONAL DESIG Cost-Justifying • The aspect of emotional •Introduction •Background design that deals with user •Playtime frustration can already be •3 Divisions •Design considered usability.

g..MOTIONAL DESIG Cost-Justifying • An emotionally appealing •Introduction •Background product can convince users •Playtime to spend more time learning •3 Divisions •Design to use it (e. iPod) •Usability •H-C Etiquette• Paying attention to the •Limitations emotions of executives in •Hedonism •Culture your company can better •Cost-Justifying •Conclusions prepare you to make your •Questions case for cost-justifying usability .

MOTIONAL DESIG Cost-Justifying • But it seems like more •Introduction •Background research needs to be done on •Playtime the quantitative effects of •3 Divisions •Design other emotions before we •Usability can address their influence •H-C Etiquette •Limitations on: •Hedonism •Culture •Cost-Justifying •Conclusions •Questions – – – – Productivity ROI (Return On Investment) Social ROI Accessibility .

MOTIONAL DESIG Conclusions • There’s no such thing as an idyllic design – Norman says we can’t design for all the levels at once (visceral. reflective) – There will always be internationalization issues •Introduction •Background •Playtime •3 Divisions •Design •Usability •H-C Etiquette •Limitations •Hedonism •Culture • “Know thy user!” •Cost-Justifying • “Know thy user’s tasks!” •Conclusions •Questions • “Know thy user’s emotional state!” . behavioral.

MOTIONAL DESIG Questions •Introduction •Background • Is the term ‘usability’ too … emotionless? •Playtime •3 Divisions • Do you think the cost-justifying •Design techniques for emotional design are •Usability •H-C Etiquette any different than those for usability? •Limitations • Does emotional design allow for more •Hedonism inventiveness than standard usability? •Culture • •Cost-Justifying Can emotional design negatively affect •Conclusions accessibility? •Questions • Other questions? .

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