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What is emotional design? Emotional design is about understanding how users perceive an industrial product, and using this knowledge to design a product that will create positive emotions for the user. How does it work? Because emotions are a subjective experience, the starting point of emotional design is a deep understanding of users' concerns and preoccupations. This can be done through user interviews and user observation. The emotional design approach I have developped is based on two user interviewing techniques:
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Analyzing user responses While users perform the two tasks I have just described (1. Free categorization, 2. Hedonical Ranking), the interviewer takes note of all of the arguments users put forward to explain and justify their choices and preferences.
The analysis of users' responses during the interviews can help understand which product features are particularly important to them, and why.
Determining the key product attributes Users focus their attention on specific product attributes, depending on their own preoccupations and concerns. Knowing which attributes users focus their attention on and why can help design a product that provides positive emotions to users.
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Perception and deception The amount of sensory information affects users' perception of a product. For example, users will react differently to a picture of a product than they would to the product itself. Thus one should compare users' perception of a product in different conditions: product on its own, product in context, picture of a product, etc. Understanding these differences can help understand a product's weaknesses and strenghts.
Four emotional design case studies I have applied my emotinal design approach to four design projects:
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