What is Emotional Design? | Interaction Design Foundation (IxDF) - Deepstash

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What is Emotional Design? | Interaction Design Foundation (IxDF)

interaction-design.org

What is emotional design?

Emotional design is the concept of how to create designs that evoke emotions which result in positive user experiences. Designers aim to reach users on three cognitive levels—visceral, behavioral and reflective—so users develop o...

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Don Norman‘s 3 levels of design

  1. Visceral —Users’ gut reactions to or their first impressions of your design; e.g. an uncluttered user interface.
  2. Behavioral —Users subconsciously evaluate how your design helps them achieve goals, and how easily. They should feel satisfied t...

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10 ways to apply emotional design (1-3)

  1. Give your work a signature personality – a face/mascot for users to identify with that suits your brand/organization/industry (e.g., MailChimp’s Monkey, Freddie).
  2. Have your design engage users as a character Include personal touche...

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10 ways to apply emotional design (4-6)

4. Craft copy with the right tone to inspire or accommodate emotions . Write appropriate terms/phrases (e.g., Slack’s “You’re here! The day just got better.” greeting). Use fonts and styles that suit the image you want to project.

5. Customize microcopy (la...

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10 ways to apply emotional design (7-10)

7. Personalize the experience for different users . (E.g., show users what else they might like, based on their information.)

8. Offer prizes and surprises (e.g., let users check how many likes they have and find new log-in background images). Consider incl...

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Had a conversation with a Food Brand last week with a clear challenge in customer service experience. They get complaints from customers every week. After so much probing I found out they have no customer experience design and customer journey map since their formation in 2014. Sharing this article was influenced by that conversation.

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