In my previous blog, I talked about why creating an emotional experience through design is so important to a product/site/app’s success. But if you think about it, it’s odd that this is the case; we humans like to think we’re rational beings, superior to our animal counterparts; when we make decisions – to buy a BMW over a Tesla, to get our coffee from Costa instead of Starbucks – we make them objectively, based on logic – not instinct or emotion.
Persuasive design has received a lot of media attention recently. At the end of 2017, before Facebook’s more recent data leak difficulties, a number of high profile Silicon Valley technologists spoke out against the platforms that they helped build. Facebook’s founding president Sean Parker criticised the development of functionality that “exploit[s] a vulnerability in human psychology” in order to “consume as much of your time and conscious attention as possible”. The next day Chamath Palihapitiya, Vice President for User Growth at Facebook until 2011 said he felt “tremendous guilt” for his role in developing interactions that play on “short-term, dopamine-driven feedback loops” to maximise engagement.
As human beings, there are few things we find as engaging and exciting as stories. Since our earliest origins, storytelling has been a way for us to communicate with one another – just look at cave paintings, for example.
A couple of weeks ago, I attended a meet-up in London run by the Service Design Network, where we discussed how we can improve the way we design for those who are vulnerable, as well as how to build trust through design.
Building trust is not an easy task – but if businesses aren’t able to achieve it, or lose it, the results can be fatal (you only need to look at the recent news about Facebook to grasp the impact that loss of confidence can have).
Think about a piece of creative – whether it’s a television advert, an email, a website or a physical object – that has had a lasting effect on you. It’s likely that as you’re picturing it, a huge part of what you remember will be the emotion you felt at the time. When you think about it, you won’t just recall what it was and what it looked like; you’ll remember if the images made you smile, or if the copy made you feel inspired.
We recently ran our Design for Persuasion course where we look at ways to inspire trust, build emotional rapport and trigger action amongst your target audience. To get a good mix of knowledge and practical application we asked our participants to work on a design challenge, giving expression to some of the principles learnt.
Bunnyfoot Consultant / Norwegian Huldra, Julie Zoe Kjernes, has developed a shiny new training course: Designing for Emotion. The course emphasises that great usability is no longer enough to be a differentiator in the user experience market. Learn how designing emotional experiences can have a real impact on your customer experience and keep people coming back for more!
On July 28th 2016, Bunnyfoot will be running an afternoon workshop on how to create exceptional customer experiences. The workshop will be hosted at The Goldsmiths Centre in Farringdon and run by 2 of our expert UX consultants Jon Dixon and Julie Zoe Kjernes.