emotional strategy for balanced ux design
DESCRIPTION
** Updated: 3/27/2014 - the content is mostly the same, simply reordered to improve the flow and the end has been changed to include what I feel is powerful and compelling example what happens when you begin your design with emotional outcomes in mind. Emotions are arguably the most powerful of human motivators and yet most design projects lack an implicit strategy to use or target them as part of the overall experience design. A truly fulfilling experience is one that balances our logical and emotional needs and wants. When an experience only satisfies the logical side of our mind we're often left with little feeling of connection to the experience. When an experience only speaks to our emotional side we're often left second guessing our choice because we can't rationally explain our choice to ourselves or others. A balanced experience that satisfies both parts of our mind are the ones that create deep and lasting connections. These are the experiences that build loyalty with customers creating lasting relationships that survive even the worst of times. In order to use emotions as both a targeted outcome for the experience and as a strategy to achieve that outcome we must first understand how have an experience. The 4 Stages of Accomplishing Goals provides this insight into HOW we experience everything. These 4 stages are the same for every person, they happen every time, and happen in the same order. The 4 Stages of Accomplishing Goals also explains where, when and how emotions impact and influence our resulting experience. We'll learn not only how we experience everything but also WHY we choose to accomplish some goals and not others. Once we're clear on the 4 stages we can make emotions a strategic part of building a balanced user experience.TRANSCRIPT
![Page 1: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/1.jpg)
Emotional Strategy forBalanced UX DesignMike DonahueUX Architect - CitrixFebruary 2014
@mdonahue37 | LinkedIn
![Page 2: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/2.jpg)
(Logic & Language)
(Senses & Emotion)
![Page 3: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/3.jpg)
Emotion only driven decisions often result in feelings of regret.
![Page 4: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/4.jpg)
Logic only driven decisions often result in lack of connection.
![Page 5: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/5.jpg)
Emotions
InevitableMore PowerfulHappen FasterHappen FirstLast Longer
{
![Page 6: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/6.jpg)
“People will forget what you said, people will forget what
you did, but people will never forget how you made
them feel.”Maya Angelou
![Page 7: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/7.jpg)
What is your strategy for targeting emotions?
![Page 8: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/8.jpg)
Would you take off without a flight plan or compass?
![Page 9: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/9.jpg)
The 4 Stages of Accomplishing GoalsHow we experience everything.
![Page 10: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/10.jpg)
Every experience begins with a goal to be accomplished.
![Page 11: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/11.jpg)
goal:the object of a person's ambition or effort; an aim or desired result.
![Page 12: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/12.jpg)
Gordon RamseyGordon Ramsey
![Page 13: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/13.jpg)
Stage 1: AwarenessThe moment we become aware of a goal to be accomplished.
![Page 14: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/14.jpg)
Stage 2: AssessmentEvaluate everything associated to accomplishing a goal.
![Page 15: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/15.jpg)
Stage 3: ActionThe physical activities takento accomplish a goal.
![Page 16: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/16.jpg)
Stage 4: AssociationDefine what accomplishing the goal means to us – our experience.
![Page 17: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/17.jpg)
GordonGordonRamseyRamsey’’ss
![Page 18: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/18.jpg)
Stage 1: AwarenessOur experience begins the moment we become aware.
![Page 19: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/19.jpg)
The moment we become aware logical and emotional expectations are set.
![Page 20: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/20.jpg)
UX Responsibility
Manage users expectations and emotions at the moment of awareness.
![Page 21: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/21.jpg)
Our expectations are NOT always right.
![Page 22: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/22.jpg)
Our expectations are NOT always based in reality.
![Page 23: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/23.jpg)
UX Responsibility
Start with how you want the user to feel at the end.
![Page 24: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/24.jpg)
Make emotions the target of UX.
![Page 25: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/25.jpg)
1: Awareness 3: Action 4: Association
2: Assessment
Emotional Response Wave
?
?risk reward
![Page 26: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/26.jpg)
UX Responsibility
Set honest and appropriate expectations for users at every possible touch point.
![Page 27: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/27.jpg)
Stage 2: AssessmentWe always assess risks before rewards.
![Page 28: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/28.jpg)
It’s about self-preservation
![Page 29: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/29.jpg)
People will do more to avoid pain than they will do to gain pleasure.
![Page 30: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/30.jpg)
1: Awareness 3: Action 4: Association
2: Assessment
Emotional Response Wave
Pain!
Pain!Pai
n!
![Page 31: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/31.jpg)
CoreSimplicityFactorsFogg Behavioral Model
TimeMoneyPhysical EffortBrain CyclesSocial DevianceNon-Routine
{
![Page 32: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/32.jpg)
1: Awareness 3: Action 4: Association
2: Assessment
Emotional Response Wave
Simple goal - drive thru burger
Complex goal - Hell’s Kitchen
![Page 33: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/33.jpg)
Watch video on YouTube
![Page 34: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/34.jpg)
What Apple was up against:• Already saturated market• Expensive compare to competition• “Cult of Apple” Reputation
![Page 35: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/35.jpg)
What they did so well:• Implied simplicity• Emotional charged• Authentically Apple
![Page 36: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/36.jpg)
1: Awareness 3: Action 4: Association
2: Assessment
Emotional Response Wave
Less pain!
Adjusted expectation.
![Page 37: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/37.jpg)
UX Responsibility
Take control of the emotional wave to drive user behavior.
![Page 38: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/38.jpg)
authenticity:concerns the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions; genuine.
![Page 39: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/39.jpg)
Authenticity Creates Trust.
![Page 40: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/40.jpg)
![Page 41: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/41.jpg)
“A lack of transparency results in distrust and a
deep sense of insecurity.”Dalai Lama
![Page 42: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/42.jpg)
UX Responsibility
Define who we (our clients/product/site) are and what we stand for, and then craft experiences that reflect those values.
![Page 43: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/43.jpg)
If your site were a person what would they be like?Design personas can help.
![Page 44: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/44.jpg)
Stage 3: ActionActions are more about will than skill.
![Page 45: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/45.jpg)
“The essential difference between emotion and reason
is that emotion leads to action while reason leads to
conclusions.”Dr. Donald Calne
![Page 46: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/46.jpg)
CoreMotivationFactorsFogg Behavioral Model
Pain/PleasureFear/HopeRejection/Acceptance
{
![Page 47: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/47.jpg)
Simple Solution:
Scare users into action. Right?
![Page 48: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/48.jpg)
One man’s pain is another man’s pleasure.
![Page 49: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/49.jpg)
Red Bull: World Record Skydive
![Page 50: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/50.jpg)
Some people love gardening.Some people love gardening.
![Page 51: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/51.jpg)
Some people, not so much.Some people, not so much.
![Page 52: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/52.jpg)
UX Responsibility
Know the users real pain point.
![Page 53: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/53.jpg)
Stage 4: AssociationThe users process of evaluating and valuing the overall experience.
![Page 54: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/54.jpg)
( assessment + action )expectation =
experience
The experience equation
![Page 55: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/55.jpg)
Desire Draws Our Focus to the Positive or Negative
![Page 56: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/56.jpg)
need vs. want
![Page 57: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/57.jpg)
need or want?need or want?
![Page 58: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/58.jpg)
need based experience:No imperfection is too small to ruin the entire experience.
![Page 59: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/59.jpg)
want based experience:Users are more willing to overlook imperfections, even large ones.
![Page 60: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/60.jpg)
UX Responsibility
Know whether we are designing
to serve a users need (required)
or want (desire).
![Page 61: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/61.jpg)
Pulling it all together.How do we use emotions as strategic targets when designing for each of the 4 stages?
![Page 62: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/62.jpg)
Evaluate & Validate:Will this {experience} significantly enhance the users state and have I made as simple as possible to attain?
![Page 63: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/63.jpg)
1. How do I want the user to feel when they have accomplished their goal?
2. What can I do so they feel that way when they are taking action to accomplish their goal?
3. What can I do so they feel that way when they are assessing the goal to be accomplished?
4. How do I set the appropriate expectation of feeling when they become aware of the goal?
Association
Action
Assessment
Awareness
Reverse Engineer the User Experience
![Page 64: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/64.jpg)
LogicLogic
![Page 65: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/65.jpg)
Logic AND EmotionsLogic AND Emotions
![Page 66: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/66.jpg)
“When you design for meaning, good things will
happen.”Doug Dietz,
Principal Designer for GE Healthcare
![Page 67: Emotional Strategy for Balanced UX Design](https://reader038.vdocuments.site/reader038/viewer/2022103111/54c7049b4a7959a27c8b45b8/html5/thumbnails/67.jpg)
ResourcesBooksDesigning for Emotions, Aarron Walter
Start with the WHY, Simon Sinek
VideosTEDx: Transforming healthcare for children and their families, Doug Dietz
Start with the WHY, Simon Sinek