Engineering Joy through Design

Image Credit: Creative Commons | Flickr | Rhino Neal

Reynhardt Uys

World IA Day | Feb 2015 Johannesburg

It’s all about positive change!

For more information about us:

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Proudly sponsored by:

Reynhardt Uys

Rey has 12 years of experience in South Africa focused on delivering digital experiences and building design capability.

Associate Consultant at BSG

Specialising in Customer and User Experience

PS: Rey would rather watch paint dry, than use Whatsapp.

Design was almost always about function…

Image Credit: Creative Commons | Flickr | Michael Thorner

… now it is about a targeted emotive experience… Image Credit: Youtube| Dole Europe

Emotions were once fluffy and scary things.

Image Credit: Creative Commons | Flickr | Noa Liberman-Plashkes

Image Credit: Smashing Magazine | Shell Greenier

Don Norman’s Theory of Emotional Design

Plutchik’s Theory of Emotion - Wheel

But through great work done by clever people, we have practical models to use in design…

Image Credit: Blogger | Monica Lu

… and more

Emotional and design principles are now readily accessible worldwide.

INFORMATION ARCHITECTURE

I.A.

User

Content Context

Organisation Navigation

Labelling Structure

Image Credit: http://www.markopalski.com/

Journey

Motivation

Persuasion

Engagement

Image Credit: http://hintarea.com/

Was… Now also…

It starts with having a clear objective… What is it that you are trying to impact?

Just a moment?

Build an experience?

Create behavior change?

Convince me to click register

Journey through an online shop

Help me change my life

Frame of Reference

Key Motivators

Target Outcomes

Compelling

Messages

Design Elements

Also critical to know your audience… Who is it that you are trying to impact?

Image Credit: http://blog.blackboard.com/student-recruitment-strategies-find-your-target-student

Needs to focus on the cognitive and emotional views

And how the experience flows...

Image Credit: http://uxmastery.com Rail Europe Experience Map, by Adaptive Path

Flow of tasks as well as flow of target emotional outcomes

Designing Moments

Small Joys

Ottolenghi.co.uk

Visceral design – fast emotional impact. It looks yummy!

Our brains love pictures of people and smiling faces. Mirror neurons help replicate the feeling of happiness.

Your Karma

Turn that frown upside down! Overcome negative emotion risk through reflective nostalgia.

Image Credit: New Launches

Give the user a feeling of accomplishment through behavioral design.

Image Credit: talk android

Have you ever had fun picking your seat on an airplane? Small delighters add joy to menial tasks.

Creating Positive Change

Big Joys

Architecting change… SuperBetter by Jane McGonigal Making yourself better, through applied emotional science.

Overall concept is based in gamification and motivates the user to do small, but related, things in real and digital life, that lead up to the “EPIC win” that s/he sets at the beginning of the journey.

Optimal level of challenge, feedback loops, feel good strategies, community support

Integrates the functional, cognitive processes of setting up goals, task management, tracking changes, communicating around progress etc. with the emotional design focused on motivation for the user to succeed in an EPIC win!

Sounds great! But does it REALLY impact lives

Popmythology

Organic Authority

… and more

Known Motivators & Blocks

Architected Flows

Usable Designs

Known Users

With emotional design incorporated at the level of:

A Joyful Moment

A Delightful Journey

A Life-Changing Experience

Reynhardt Uys

+27 82 350 2879