O'Reilly logo

Design for How People Think by John Whalen

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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:

  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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required