emotional webdesign - how to make the user smile - frontend conf zürich 2011
DESCRIPTION
New version of my presentation from the UX Camp in Berlin. Ideas and Examples on how to make your website a little more personal.TRANSCRIPT
Usability is so 2010...
“The thinking processes that guide our commercial choices are complex and emotional, not logical and linear.”
MAKE THE USER SMILE Emotional Design
About me
Remy Blaettler«Chief of the System»
Engineer Spent some time to study and work
abroad Now back with my own company
Supertext
Maslow's hierarchy of needs
Physiological
Esteem
Love / Belonging
Safety
Self-actualization
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 little perky smile
No wow effect is needed
How?
Gameification Simplicity
Context Sensitive Humor, Irony Surprising Personal & Personality
R.I.P. Clippy 1997 - 2007
How not
Lets do it
Context Sensitive
Morning: Good morning Mister Blättler
Late evening greetingWow, working hard today, Remy?
Before a holiday Happy Easter!Enjoy your long weekend!
Give automation a personality
Emails are signed with «Boxed Ice Robot Llama» at Boxed Ice
Don’t do the noreply thing
And be personal
Sign e-mails with your name and your e-mail
Address the customer with his name Use the appropriate greeting
(Du/Sie)«Hey Remy» sounds so much better than «Dear Mister Blättler»
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
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Vulkanausbruch auf der Zunge
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Copywriting
Nil-Kreuzfahrt, 14 Tage,al inclusive, EUR 699
Liebesurlaub auf Kleopatras Spuren.14 Tage, all inclusive, EUR 699
The next level: 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!
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/
Supertext AG
The first copywriting and translation agency on the internet.
User's hierarchy of needs
Functional
Usable
Reliable
Pleasurable
Missing
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
R.I.P. Clippy 1997 - 2007
Feathers
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»
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
EveningWow, still at work, Remy?
Before a holidayInstead of always «Kind regards»Happy Easter!Enjoy your long weekend!
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
Bills (Supertext Reminder)Hi.I’m the computer at Supertext. During the cleanup of my hard drive, I found the following open payment:
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Nobody knows about this here yet, please pay quickly so it stays that way.
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
THANK YOU, THANK YOU!The end.