Nicola Evans - Architecting a system of suggestion - wiad17

Transcript

1. Architecting a system of suggestion Creating structure and meaning from emotion and aesthetics
2. Nic. Shopify. Content strategist. Quite like content stuffs.
4. What we knew Catch alls catch no one (bring on the buckets) Suggestion was replaced by choice The prominent emotion > action points were foggy People make gut decisions when it comes to imagery
5. The BIG question (for me) What role does emotion play in purchase decisions in a store experience like this? (And can we better map this experience to emotional states?)
6. Observed, direct UR Task analysis Card sorting Focus groups Feedback / stats
7. Instinctual observation Analyse subtleties of choice More Columbo style UXR Self-definition (listen, watch) Identity awareness
8. Emotional patterns
9. The BIG question (for me) Are we encouraging visceral decision making with this experience? Can we turn preference into suggestion by design?
10. Emotion: Overwhelmed Answer: Wayfinding
11. Emotion: Confused Answer: Form and function
12. Emotion: Disheartened Answer: Inspire & assure
13. Designing suggestion Little breadcrumbs of confidence and context that can guide an experience and appease an emotion.
14. Suggestion is……. Giving a navigational nudge Providing extra context Delivering a pattern of learning Offering moments of delight and gratification Matching expectations
15. Emotion: Overwhelmed Answer: Wayfinding
16. Emotion: Confused Answer: Form and function
17. Emotion: Confused Answer: Form and function
18. Emotion: Disheartened Answer: Inspire & assure
19. Emotion: Disheartened Answer: Inspire & assure
20. Suggestion will only play an aesthetic role if emotions aren’t recognised. An experience, especially a predominantly visual one, should be anchored and defined by those emotions.
21. In a nutshell…. • Use ad hoc, creative ways to pull instinctual insight from users. • Use that emotional insight to design your purpose/journey. • Deliver/organize content based on emotional state and business needs. • Recognize that choice can undercut suggestion.
22. Thanks! Nic Evans @distilco