April 2019
Beginner
238 pages
5h 18m
English
Content preview from Design for How People Think
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Chapter 14 Emotion: The Unspoken Reality
[ 14 ]
Emotion: The Unspoken Reality
We might know what our customers are trying to do on a logical level (e.g., buy a car), but what are they trying to accomplish on a deeper level? What emotions do those goals or fears of failure illicit? Based on those emotions, how “Spock-like,” or analytical, will a person be in their decision making?
In this chapter, we return to the last of our Six Minds: emotion (Figure 14-1). As we discuss emotion, we’ll consider these questions:
- What immediate emotions are our users experiencing as they interact with our products or services?
- Which comments pertain to who this person is (i.e., their self-concept)?
- What are they trying to accomplish in life?
- What are they most afraid of having go wrong? Why?
- Who are our customers on a deeper level?
- What will make them feel accomplished?
Figure 14-1
Emotion often forms deep within the cortex and lower systems
Live a Little (Finding Reality, Essence)
When talking about emotion, I want you to be thinking about it on three planes:
- Appeal
What will draw customers in immediately? An exclusive offer? Some feature that ticks one of their microdecision-making boxes? During a customer experience, what specific events or stimuli (e.g., encountering a password prompt or using a search function) are associated with emotional reactions?
- Enhance
What will enhance ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.