How to Express Your UX Emotions

HOW TO EXPRESS YOUR
EMOTIONS
Andrew Green
User Experience Designer

Wednesday, 6 October 2010 1

Manner.com.au

Experience
Design &
Product
Strategy

New Rule #1

Resist cliches,
buzzwords and
‘chart-toons’.


First up
Some types of buzzwords
(via Orwell)


Dead Metaphors


Dead Metaphors
Social Graph

(people you know)


Dead Metaphors
Thought Leader

(leader)


Dead Metaphors
Move heaven and earth

(try)

Then there’s...


Verbal False Limbs


Verbal False Limbs
Leverage.

(make use of)


Verbal False Limbs
Hypothosize.

(think of an idea)


But the worst!


Meaningless Words

(often delivered with authority)


Meaningless word
Service Design


Service design can be used to develop new
service solutions that create added value
for the users and competitive advantage
for the providers.


(designing for
everything)


Move away from
buzzwords by using
REAL language.


“I feel like a piece of beef being run, slowly,
through a meat grinder” - Murakami


This is what running feels
like to a lot of people.


Resist buzzwords and
describe your product
at an emotional,
fundamental level.


NIKE+ isn’t creating added value for the
users and competitive advantage for the
providers.

NIKE+ designed for the meat grinding
emotion. It didn’t leverage anything, added
value blah blah blah.


If you need to use buzzwords to
describe your experience...

...you’re either not ready to talk
about your experience or it
isn’t very good.


Talk about this...


...not this.


New Rule #1

Resist cliches,
buzzwords and
‘chart-toons’.


New Rule #2

Design for REAL
people.


Don’t design for
demographics,
psychographics -
design for
behaviour.

Consider: personal
transport


But ﬁrst we’ll...


...and then we’ll...


Hmmm, i think it
needs one more
thing...


SCHWEEET!


Whenever people
change behaviour,
emotion is at play.


Design for
behaviours and
goals.
Not Segments, ‘Channels’, even most
of the personas I’ve seen...


That is..


behaviours!
“I like to explore and stumble upon things that interest me”

Wandering
Behavioral DNA Journey across touchpoints
Exploring Enter Engage Extend
Consume experiences in a non-directed way

Snacking I’m into science stuff.
Seek digestible pieces of content in manageable What’s most popular? Maybe I should look
for more information.
sizes and formats
What’s next?
Grazing What’s interesting?
Range broadly across the world of content I’m in the mood for...
and experiences
I think I read something about... What are people saying
Buzz Seeking about this?
Seek buzz and what’s hot; popularity of content
and experiences is a useful filter for them

Collective Intelligence Seeking
Interested in following the larger conversation,
not necessarily contributing; What the crowd
Wandering Needs Wandering Opportunities
does is a useful filter

invite them to go deeper or start planning

partnerships and content portability

wandering but in one topic

randomly, by location in Museum, in packages movement more meaning (structured wandering)
(e.g., ‘speed’)

current conversation


goals!
(one goal per page & 3 ways to do it)
1 2 3 4 5

AMNH EXPLORER AMNH EXPLORER AMNH EXPLORER
AMNH EXPLORER http://www.amnh.org

Exhibit Name Item 1
Location

Item 2
Bookmark This Latest Exhibit Promotion

Existing Wayfinding Item 3 (current location) Camera image with
Functionality overlaid graphics
Item 1
Explore
Content Area
Item 2
Plan

Bookma
Locate Itinerary Visualize
Bookma
rks
Bookma
rks
Bookma
rks
Locate Itinerary Visualize Buy Tickets
rks

Bookmarks Locate Itinerary Visualize AMNH.ORG Home
As visitors move through This experience extends Any itinerary either saved An Augmented Reality When a visitor views the
the Museum, they are able the existing Wayfinding from the existing Wayfinder feature where visitors can web site through their
to use the Explorer to view application. application or online at the view physical exhibits phone, a mobile-optimized
more information about an AMNH.org website is listed through the ‘lens’ of the version is displayed,
Exhibit and also bookmark here. The visitor can re- explorer with overlays of shifting prominence to
it to My Museum. arrange the order, if graphics and information. functionality needed when
needed. on-the-go.


New Rule #2

Design for REAL
people.


New Rule #3

Get passionate and
tell real stories
Sell your ideas from an emotional, real angle. It’ll work.


I can’t really help
you with this. But
I’ll give an
example .


Consider a big idea
like ‘Liberty’.


Liberty:
‘an individual has the right to
behave according to one's own
personal responsibility and free
will.’


A HUGE idea.

Delivered passionately by
Lincoln aka the Gettysberg
address


Makes you wonder what
Lincoln’s vision might
look like in today’s
world...


☑
Does this
☑ look familiar?
☑
☑
☑
☑


Important ideas can get
lost in powerpoint
checklists.

Your idea needs a passionate
story - not a checklist.


So this is my main point


Sometimes, we use cliches,
imaginary people and
clinical delivery to express
really important emotions.


However, emotions are
geological upheavals of
thought.


Cliches and buzzwords are
damaging because they are
superﬁcial articulations of
very REAL emotions.


They disconnect an
emotion from an
experience.


The user experiences
we design are connected
to very real emotions.


If you have trained yourself to focus on
the buzz rather than the role of
emotion, it is not too late to change
your ways!


1
Resist cliches,
buzzwords and
‘chart-toons’.


2
Design for real
people.
(not segments)


3
Get passionate. Tell
real stories.


Express
yourself


Check it
1. Politics and the English Language, George Orwell. http://orwell.ru/library/
essays/politics/english/e_polit

2. How Proust Can Change Your Life, Alain De Botton http://www.amazon.com/
How-Proust-Change-Your-Life/dp/0679779159

3. Unsuck It - http://unsuck-it.com/

4. Death Sentence: The Decay of Public Language, Don Watson, http://
www.amazon.com/Death-Sentence-Decay-Public-Language/dp/1740512065


WE’RE HIRING
Come talk to us about it

Andrew Green Craig Hill Rob Scherer Stuart Partridge


How to Express Your UX Emotions

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