ED SCORE

Borrys Hasian

Emotional Design Score

Head of UX & Design, Rakuten Viki@borryshasian

This work is licensed under a Creative Commons Attribution 4.0 International License.

PROBLEMS

No clear approach in communicating why a product is bad and frustrating.

No structured method to compare our own product with competitors’ product.

Unclear actionable items to improve the experience.

In what ways might we design a method that helps people communicate feedback better with clear actionable items?

In what ways might we design a method that helps people discuss experience improvement ideas better with clear actionable items?

CHALLENGES

ED ScoreCommunicate feedback and discuss improvement better with clear actionable items.

Version Notes Date Author

0.1 Initial Draft Jan 6, 2016 Borrys Hasian

INSPIRATIONSDon Norman’s three levels of processing: Visceral, Behavioral, and Reflective.

Dieter Rams’s Ten Principles of Good Design.

Tom Kelley’s Creative Confidence

Jon Maeda’s Laws of Simplicity

Alan Cooper’s Goal-Directed Design

Reflective

Behavioral

Visceral

Self-image, personal satisfaction, memories

Appearance, touch, and feel

Function, performance, usability, and simplicity.

THREE LEVELS OF PROCESSING IN

THE BRAIN

10 Principles of Good Design

Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.

Good design makes a product understandable.Good design makes a product useful.

Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.

Good design is honest.Good design is environmentally friendly.Reflective

Behavioral

Visceral

10 Principles of Good Design

Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.

Good design makes a product understandable.Good design makes a product useful.

Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.

Good design is honest.Good design is environmentally friendly.Reflective

Behavioral

Visceral

10 Principles of Good Design

Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.

Good design makes a product understandable.Good design makes a product useful.

Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.

Good design is honest.Good design is environmentally friendly.Reflective

Behavioral

Visceral

10 Principles of Good Design

Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.

Good design makes a product understandable.Good design makes a product useful.

Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.

Good design is honest.Good design is environmentally friendly.Reflective

Behavioral

Visceral

ED (Emotional Design) Scale

Users' subjective reactions to the product's look, sound, smell/taste (if any).

The ability of users to achieve the goals.

Level of resource/effort consumed when doing tasks to achieve goals.

Less but better. Focusing on the essential aspects that matter to the users.

Users' subjective satisfaction or memory with the product.

Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.

Good design makes a product understandable.

Good design makes a product useful.

Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.

Good design is honest.Good design is environmentally friendly.

ED (Emotional Design) Scale

Users' subjective reactions to the product's look, sound, smell/taste (if any).

The ability of users to achieve the goals.

Level of resource/effort consumed when doing tasks to achieve goals.

Less but better. Focusing on the essential aspects that matter to the users.

Users' subjective satisfaction or memory with the product.

Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.

Good design makes a product understandable.

Good design makes a product useful.

Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.

Good design is honest.Good design is environmentally friendly.

ED (Emotional Design) Scale

Users' subjective reactions to the product's look, sound, smell/taste (if any).

The ability of users to achieve the goals.

Level of resource/effort consumed when doing tasks to achieve goals.

Less but better. Focusing on the essential aspects that matter to the users.

Users' subjective satisfaction or memory with the product.

Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.

Good design makes a product understandable.

Good design makes a product useful.

Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.

Good design is honest.Good design is environmentally friendly.

ED (Emotional Design) Scale

Users' subjective reactions to the product's look, sound, smell/taste (if any).

The ability of users to achieve the goals.

Level of resource/effort consumed when doing tasks to achieve goals.

Less but better. Focusing on the essential aspects that matter to the users.

Users' subjective satisfaction or memory with the product.

Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.

Good design makes a product understandable.

Good design makes a product useful.

Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.

Good design is honest.Good design is environmentally friendly.

Visceral

Behavioral

Reflective

ED ScaleUsers' subjective reactions to the product's look, sound, smell/taste (if any).

The ability of users to achieve the goals.

Level of resource/effort consumed when doing tasks to achieve goals.

Less but better. Focusing on the essential aspects that matter to the users.

Users' subjective satisfaction or memory with the product.

1. I think the product looks good.

2. I found that the product was easy to learn.3. I could achieve my goals easily.4. I found the features of the product satisfy my

needs.

5. I found that the product is troublesome to use.6. I felt that the performance of the product is

good.

7. I felt that the product is complicated.

8. I felt good when using the product.9. I think I would use the product again in the

future.10. I would recommend the product to my

friends/family.

Visceral

Behavioral

Reflective

ED ScaleUsers' subjective reactions to the product's look, sound, smell/taste (if any).

The ability of users to achieve the goals.

Level of resource/effort consumed when doing tasks to achieve goals.

Less but better. Focusing on the essential aspects that matter to the users.

Users' subjective satisfaction or memory with the product.

1. I think the product looks good.

2. I found that the product was easy to learn.3. I could achieve my goals easily.4. I found the features of the product satisfy my

needs.

5. I found that the product is troublesome to use.6. I felt that the performance of the product is

good.

7. I felt that the product is complicated.

8. I felt good when using the product.9. I think I would use the product again in the

future.10. I would recommend the product to my

friends/family.

Visceral

Behavioral

Reflective

ED ScaleUsers' subjective reactions to the product's look, sound, smell/taste (if any).

The ability of users to achieve the goals.

Level of resource/effort consumed when doing tasks to achieve goals.

Less but better. Focusing on the essential aspects that matter to the users.

Users' subjective satisfaction or memory with the product.

1. I think the product looks good.

2. I found that the product was easy to learn.3. I could achieve my goals easily.4. I found the features of the product satisfy my

needs.

5. I found that the product is troublesome to use.6. I felt that the performance of the product is

good.

7. I felt that the product is complicated.

8. I felt good when using the product.9. I think I would use the product again in the

future.10. I would recommend the product to my

friends/family.

Visceral

Behavioral

Reflective

ED ScaleUsers' subjective reactions to the product's look, sound, smell/taste (if any).

The ability of users to achieve the goals.

Level of resource/effort consumed when doing tasks to achieve goals.

Less but better. Focusing on the essential aspects that matter to the users.

Users' subjective satisfaction or memory with the product.

1. I think the product looks good.

2. I found that the product was easy to learn.3. I could achieve my goals easily.4. I found the features of the product satisfy my

needs.

5. I found that the product is troublesome to use.6. I felt that the performance of the product is

good.

7. I felt that the product is complicated.

8. I felt good when using the product.9. I think I would use the product again in the

future.10. I would recommend the product to my

friends/family.

ED SCALEStrongly disagree

Strongly agree

1 2 3 4 5

1. I think the product looks good.

2. I found that the product was easy to learn.

3. I could achieve my goals easily.

4. I found the features of the product satisfy my

needs.

5. I found that the product is troublesome to use.

6. I felt that the performance of the product is

good.

7. I felt that the product is complicated.

8. I felt good when using the product.

9. I think I would use the product again in the

future.

10. I would recommend the product to my

friends/family.

For 1,2,3,4,6,8,9,10

Temp Score = Scale -1

ED Score Calculation

For 5, 7

Temp Score = 5 - Scale

ED Score = Sum of Temp Score x 2.5

Example of use

ScenarioYou have an existing mobile app and want to improve the overall app experience.

3 Steps to Start1. Get at least 2 people (including you) to score

your app/web/product/service/feature/etc. You can also score competitor’s product as a reference.

2. Ask ‘WHY’ for any score gap, and refer to the 10 Principles of Good Design.

3. Set the next actionable items to close the gap.

Step 1: ED Scoring of a mobile app byDesigner vs Product Manager

Designer’s scoring Product Manager’s scoring

The score is not the main focus. It’s the WHY to the gap.

“Why did you put 2 on ‘... product looks good’?”

“Why did you put 3 on ‘... troublesome to use’?”

Step 2: Asking WHY

Refer to the 10 Principles of Good Design to set the next actionable items based on the experience gap.

Step 3: Actionable Items

UX Design has a lot of different methods/metrics to measure its success, so you need to find what works/doesn’t work for the team.

Try ED Scoring method to see if it works for you.

Come up with your own method based on the ED Score, and share with us.

WHAT’S NEXT?

● A checklist for actionable items (that maps to Ram’s principles).

● Each of the criterias from ED Scale could have different weight (e.g Performance is 15% and Look is 5%, where the rest are 10%).

● Etc.

FUTURE PLAN.To be added to the slides later.

Empathy. Experiment. Build ideas on top of others’.Tom Kelley’s Creative Confidence

Thank You. ありがとうございました. Gracias. 谢谢. Merci. Terima kasih. Obrigado

Borrys Hasian@borryshasian

Special thanks to Teo Choong Ching (@choongchingteo) and Esther (@estherfanll) from Rakuten Viki Design (RVD Twitter / RVD Facebook Page) for giving feedback on version 0.1

This work is licensed under a Creative Commons Attribution 4.0 International License.