Good designers already know how to make products attractive (visceral design) and how to appeal to self- and brand-image (reflective design). Good behavioral designers know how to make products usable and understandable–indeed, that's the focus of most of this conference. It's time now to turn our attention to pleasure and fun. Here, the challenge for designers is behavioral design, where expectations drive emotions. This is where hope and fear, and satisfaction and anger reside. Deliver on positive expectations and people experience pleasure. Deliver something different than expected, but equally satisfying, and people have fun. Fail to deliver, or leave people feeling out of control, and you get a wide range of negative emotions.
Expectation-driven design marks a new dimension for our discipline and provides a new framework for design. It shifts the emphasis from pure function to an emphasis on designs that both function well and offer people pleasure, enjoyment, a sense of accomplishment, and yes, even fun.
Some notes and highlights
Don Norman defines the framework in his book Emotional Design. All human beings have three levels of processing in common: visceral, behavioral, and reflective.
The levels of human disposition map to different dimensions of product design. The following table gives a rough overview:
AnecdoteDon got an email from a Japanese friend (sent from an airport):
anticipated – surprised
confident – worried
anxious – relieved
hopeful – fearful
pleased – upset
praise – pride
blame – guilt
Example: Notification alert in MS Office Word saying, “The spelling check is complete.”
Today people feel relief when they are done with a task. This is a negative feeling. Instead we want them to feel good.
Usability wants to make things easy to use, not fun. Academia should start to study fun. [note the dimensions of pleasure, fun, and joy]
Fear and Learning! by Jorgie, Dec 2008