Relation between user and product/brand

Relation between user and product/brand Best possible user experience?

Emotions play a central role Emerging body of literature on how to evoke positive emotions with products International Conference on Design & Emotion

frustration fear sadness

Positive and negative emotions Rich experiences Negative emotions Positive emotions

So what do negative emotions contribute? Subjective transformation Emotions momentarily change how our bodies and minds work, with effects on our muscles and nerves, and on memory, thoughts, perception of time and space, focus, and preferences. This has a huge impact on our experience.

1. Problem statement Fear ‘Alive’ Intense In-the-moment

1. Problem statement Sadness Calm Significant Connected

Why are rich experiences interesting for design? Meaningful relationships Negative emotions make experiences more interesting and engaging, and are a key element in meaningful relationships

awe sadness anxiety reluctance

Why are rich experiences interesting for design? • Meaningful relationships • Negative emotions make experiences more interesting and engaging, and are a key element in meaningful relationships • Authenticity • In user contexts that inherently involve some form of negative emotions (and there are many), it is better to work with the existing negative emotions than against them

Authenticity

Implications • Companies have surpassed the traditional positive-negative dichotomy to build stronger relationships with users • The boundary between products and ‘entertainment’ has blurred. • Product experiences are being designed like a storyteller composes a narrative

Discussion

Relation between user and product/brand