Emotion Trumps Facts & Reasons
Following is an excerpts from “Designing For Emotion” from Aaron Walter
For the longest time ever, Functionality, Usability and Reliability were considered benchmarks of any interaction design project. If the users’ needs were being met (Functional), it was relatively easy to use (Usable) and worked without glitches (Reliable), the product was considered the zenith of a positive user experience.
These aspects formed the underlaying three levels in the hierarchy of needs for design, which is based on the work of an American psychologist Maslow, who stated that humans are motivated to fulfill basic needs first, before moving on to the next, more advanced set.
The original version of the popular productivity tool Basecamp is a classic example of an approach that tackled the bottom of the needs pyramid very effectively, with an interface that was predictable, usable and required almost no learning.
Today, the landscape has changed. Long gone are the days when, you could make a usable interface and be considered doing well in interaction design industry. An app can be simple to use, but if it’s boring or cold it will feel harder to get through. Hence, to measure the success of our designs, we need a new yardstick that transcends usability to value extraordinary experiences.
Modern digital designers have redrawn the hierarchy of needs to include a new top tier comprising pleasure, fun and delight. Their designs have flourishes of aesthetics, whimsy, wit or any emotion their audience values, so the interface not only helps them to complete a critical task but also put a smile on the faces at the same time. They can relate to the brand’s personality clearly and are thrilled recommending it to a friend.
What worked great for Mailchimp is that the “high five” along with awesome product and customer service, all work together to make the brand worth talking about and draw in new customers.
My advice to incorporate emotions to your work is to start small with simple interaction patterns and see how your audience reacts. For instance, there are some situations like a banking or finance site in which a light, informal tone is inappropriate, and you need to appeal to different emotions that inspire confidence and trust in your audience. Still that is no excuse for cold, sterile experiences.
Mint was a pioneer in creating engagement through compelling interfaces and impeccable execution that gave the impression to its users that equal attention is paid behind the scenes for security and privacy, turning skeptics into signups.
Finally, emotional design is not just about creating positive experiences and adding wit or humor. It can also help us deal with tough situations like downtime, or bugs that affect a user’s workflow. A well-crafted response, and the cache of trust you accrue with your audience through prolonged emotional engagement, can save you in these times of trouble.
So, go ahead a step further than simply functional, reliable, and usable products to create a pleasurable experience. Channel your brand’s personality into your work so your users can feel like they’re interacting with a real human — not a corporate avatar.