Design for How People Think

Chapter 14 Emotion: The Unspoken Reality

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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:

1. 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?

2. Enhance

   What will enhance ...