Engage users by building empathy

Sometimes we are so focused on building a perfect product that we overlook and miss the emotional aspect.
We need to engage users by establishing a relationship of trust, making the users to feel welcomed and comfortable when using our products.
We are not building systems but instead platforms to communicate with our users and to make their lives easier.

Transcript

1. I am Ana Parada I am here because I love speak about design. You can find me anywhere as @dizparada Hello! 1
2. Engage users by building empathy
3. Digital products are getting boring nowadays 3
4. Boring, why? ◉ Designers are following the same UI patterns. ◉ Everyone knows at least what doesn’t work on a product. 4
5. Boring, why? Designers have always tried to understand the needs of users. Somehow they rarely focus on the emotions that designs evoke. 5
6. Boring, why? Objective metrics are the key to measure a product success. 6
7. Emotional design Now that everyone’s finally on the same page, we just might already be facing the next level challenge; Design needs to be pleasurable. 7
8. Emotional design 8 Functional Reliable Usable Pleasurable Missing
9. “ “Humans have always been emotional and have always reacted to the artifacts in their world emotionally” 9 Alan Cooper
10. Emotional design What is emotional design? 1 10
11. Emotional design ◉ Considering the emotions and leveraging the responses as part of the design process. 11
12. Emotional design ◉ Producing a particular experience for the user of the product/service by its design. 12
13. Emotional design 13 Functional Reliable Usable Convenient Enjoyable Experiences Product features Subjective characteristics Objective characteristics Significant
14. Emotional design Experiences evoke emotions and emotions become memorable. Good emotional design brings brand loyalty. 14
15. “ “Emotions are so powerful they influence our perception, decision making, and even memory — the more emotional an experience the better we remember it.” 15 Hey Designer Blog
16. Negative experiences ◉ Protect us from repeating mistakes. 16
17. Negativity bias As Humans we pay more attention to negative experiences over positive or neutral ones. 17
18. Positive experiences ◉ Fuel our curiosity. ◉ Appeal to repeat the experience. 18
19. Emotional design Main goal isn’t deceive or trick the user. But to be an additional layer on top of a product that has good functionality, reliability and usability. 19
20. Emotional design 01. Visceral 03. Reflective 02. Behavioral 20
21. How to implement emotional design How to start building empathy with you users? 1 21
22. Replicate the emotion What kind of emotions you are trying to inspire? 22
23. Emotional design ◉ “Who” is the brand? ◉ How will be the brand voice? Build your design persona 23
24. Contrast Looking very different from your competitors will make you stand out. 24
26. Humor Humour is relatable and makes for great conversation. 26
29. Surprise/novelty Presenting something new from time to time looks refreshing through the eyes of the user. 29
32. Customization Different users want different things, prepare your product to be adaptable. 32
34. Microinteractions Sometimes, it’s the little things that make experiences great and engaging. 34
36. Microcopy Be attentive and caring with your customers. 36
39. Emotional design Mistakes happen. But the cache of trust you build within your audience through emotional engagement, can save you in those moments. 39
40. Emotional design ◉ Has the power to inspire strong feelings. ◉ Can create a chain of positive word-of-mouth. ◉ Could be the essential element for a product to succeed. 40
41. “ 41 “People will forgive shortcomings, follow your lead, and sing your praises if you reward them with positive emotion.” Aaron Walter (on Designing for Emotion book)
42. 42 What if an interface could help you complete a critical task and put a smile on your face?
43. Any questions ? You can find me at ◉ @dizparada ◉ dizparada@gmail.com Thank you! 43