Post on 17-Oct-2014
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Usability is so 2012...
MAKE THE USER SMILE Emotional Design
About me
Remy Blaettler
Spent 8 years across the ocean Then back with my own translation
agency Supertext Chief of the System
User's hierarchy of needs
Functional
Usable
Reliable
Pleasurable
Missing
Why?
Only bad usability leaves a lasting impression
Good usability is taken for granted
We are looking for the «Have you seen this» effect
Skeuomorphismus
Isn’t flat design bad for emotions?
Lets do it
R.I.P. Clippy 1997 - 2007
Be context sensitive
Time Weather Place Etc.
Feathers
Greetings and goodbye
Boring Hello Remy
In the morning Good morning Remy Almost time for lunch?
Afternoon We hope you’re on the way home soon?
Greetings and goodbye
Evening Wow, still at work, Remy?
Before a holiday, instead of «Regards» Happy Easter! Enjoy your long weekend!
Use humor
Give automation a personality
Emails are signed with «Boxed Ice Robot Llama» at Boxed Ice
Don’t do the noreply thing
Or be personal
Sign automated emails a name Address the customer with his name Use the appropriate greeting
(Du/Sie) Hey Paul Dear Mister Smith
Make sure this is stored appropriately in your CRM
But then people might write back?!
Error Pages
Copywriting
Which is the most interesting way to describe a 4,700-pound chandelier?
A. Blinged outB. More brilliant than a studious Christmas treeC. A death trapD. Really big and shiny
Copywriting
“The Tooth Fairy is a burglarizing fetishist specializing in black-market ivory trade, and she must be stopped. Today’s Groupon helps keep teeth in mouths and out of the hands of maniacal, winged phantasms.”
Copywriting
Pikante SauceEUR 1.95
Vulkanausbruch auf der Zunge
EUR 1.95
Copywriting
Nil-Kreuzfahrt, 14 Tage,al inclusive, EUR 699
Liebesurlaub auf Kleopatras Spuren.14 Tage, all inclusive, EUR 699
Bills (Supertext Reminder)
Hi.I’m the computer at Supertext. During the cleanup of my hard drive, I found the following open payment:
{ Payment Information }
Nobody knows about this here yet, please pay quickly so it stays that way.
Next: Emotional CRM
“Emotional customers are not problematic customers. They are customers who care.”
Track your customers emotions From feedback Product reviews Social Networks
And ACT upon them!
Next: Experience Design
Motion Sensor: Switches on the light, when you enter the room
Path: No check-in necessary, the app dectects automatically if a user stays in one place.
Netflix: Who’s watching the movie? Me, my wife or my friends? Recommend accordingly.
Contact
remy@supertext.ch
@swissghostrider
Links
Examples Little Big Details
Link Collection http://mem.to/t/g/63Cvwe644
Better copywriting http://blog.supertext.ch/2010/01/refe
rat-im-technopark-zurich/
THANK YOU, THANK YOU!The end.
Supertext AG
The first copywriting and translation agency on the internet.
Emotions make the difference
Humans are not rational beings.
A human is a walking bag of squishy meat and liquids, awash in chemicals.
Bad emotions are the worst
Music Flash intro Full screen New windows Lost passwords during sign-up
Errors
Team Pages
Good place to play around a little
Ideas Handwritten signature Automatic daily horoscope Mouse-over pic with something funny
behind it
Avoid: Information that is too personal
Personal not personalized
Be personal in e-mails, newsletters and on your webpage.
Personalization is often just another feature that clutters the interface
Du / Sie in German. Track it in your CRM
«Hi Remy» sounds so much better than «Dear Mister Blättler»
Error Pages
Avoid them Plan for all cases, check logs, analytics
Use the same design
Error Pages
Avoid them Plan for all cases, check logs, analytics
Use the same design Apologize and calm the user down
Error Pages
Avoid them Plan for all cases, check logs, analytics
Use the same design Apologize and calm the user down Help with the next step / recovery Allow for feedback
Risks
Emotions are emotions!
Some will hate them. Some will love them.
Be careful where you use them. If used properly, they can be a very powerful way to create an identity and a connection to your brand.
Links
Cool 404 Error Pages 404 Best Practices Fab404
Emotional Interface Design Don’t listen to Le Corbusier
You can download this presentation fromblog.supertext.ch
Set the stage right
Typography
Blackrock Western Store
Blackrock Western Store