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Emotive vs. logical categories: How They Impact the Way We Browse

Tiya
March 04, 2019

Emotive vs. logical categories: How They Impact the Way We Browse

Purchases within certain categories such as jewelry are emotional in nature. We buy them strictly because we want them as they serve no utilitarian purpose. On the other hand, purchases within categories such as laptops are more rational and need based – focusing on technical features and benefits.

This deck focuses on understanding whether the degree of emotionality associated with a product category has an impact on the way a user prefers to browse for products and if more “emotive” categories require additional navigation that structures products in non-hierarchical groupings.

Tiya

March 04, 2019
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  1. Emotive vs. Logical Categories: How They Impact the Way We

    Browse Tiya Zulu, Content Strategist
  2. • To understand whether the degree of emotionality of a

    product category impacts the way users prefer to browse for products • To understand if more ‘emotive’ categories require additional navigation 2 Purpose Purpose
  3. What I will Cover • The Best Buy Problem •

    Emotional Design • Emotional IA examples • Discussion
  4. The Best Buy Problem Task-Orientated Weighs Pros & Cons Rational

    Factors>Emotional Factors Research Specification-focused
  5. Emotional Design – Don Norman, 2003 • Visceral Sensorial, nearly

    subconscious, pleasures • Behavioural Usability • Reflective The pleasure that comes from social life, identity etc.
  6. Emotionally Intelligent Design – Pamela Pavliscak, 2018 The 5 building

    blocks of Happiness • Ease of Use Autonomy, Control, Mastery • Trust Authenticity, Respect, Care • Creativity Play, Discovery, Variety • Connection Like-minded, Presence, Community • Meaning Continuity, Narrative
  7. Philosophy – Wellness Beauty • Visual Navigation Design • Shop

    by Concern – recognizing feelings of anxiety a user may be feeling
  8. Philosophy – Wellness Beauty • Visual navigation design • Inspirational

    navigation path • Images are product white backgrounds with emotion-evoking elements
  9. Summary •Emotions are the root cause •Happiness is a broad

    word •Emotional Design is grounded in the well-being of the user •Emotional Design is about cultivating positive emotions •Delight is a bonus on top of an already useful & usable experience •Designing for delight solves for both mental models •Designing for Delight can be implemented in small, thoughtful ways