There needs to be an emotional component as well—a source of inspiration that motivates users and has to be managed.
Designers, design researchers, and design thinkers suggest that role of emotions in design is vital component in the design management discipline. All products affect the emotions of users—emotionally neutral products do not exist. A steady growth in design research has been published that focuses on understanding the emotions of product users, and on the development of tools and techniques that facilitate an emotion-focused design process. Consumers are buying products to the experiences and emotions conveyed by products. Any design will elicit emotions from users, or convey emotions from its designer. The objective is to identify tools, methods, or insights that would help designers to design better by understanding and dealing with the effects of design on the emotions of the user. Any design decision can create a kind of unexpected and unwanted emotional side effect. An understanding of user emotions can help the designer to anticipate these emotional effects and therefore to avoid the ones that are unwanted.
While in the past design focused on products, our new challenge is to focus on people. An understanding of perceptions and the emotional connections people form with products and services is critical factors in advancing the practice of design.The first motivation in managing emotional component was to prevent unwanted effects and the second was to stimulate intended user responses. Organizations shall manage to stage rich and compelling user experiences as part of design management. Consumers shift from buying products to the experiences and emotions conveyed by the products. Users feel inadequate and frustrated by poor design (poorly developed user interfaces)
Schmitt (1999) introduced the concept of experiential marketing, transforming the then-popular features-and-benefits approach into one that focused on sensory responses and emotions. Schmitt stressed that emotions are key to developing new products, communicating with costumers, and in creating business partnerships as part of design management. Gaver, Dunne, and Pacenti (1999) introduced cultural probes, a research method that enables designers to obtain contextualized and rich insights into the experiences of difficult-to-reach user groups. Design management Research and Strategy shall be designed to model and understand the users who purchase and use the product whether it is a physical product, a software application, or a website.
Methods and deliverables as part of the managing emotions in design are
- Competitive Analysis
- Experience Maps
- Personas
- Stakeholder Interviews
- Usability Testing
- User Interviews
- User Research
The overall user experience is a function of a mix of different types of positive and negative emotions. Therefore, it is important for the designers to understand the relationship between the benefits they design into a product and the nature of the user experience as determined by its emotional content.
Teague is celebrating its 80-year anniversary as well as the legacy of founder Walter Dorwin Teague. Walter Teague was dedicated to furthering the role of design in everyday life and played a pivotal role in establishing design as it has become today.
Walter Dorwin Teague was a true pioneer; He understood the importance of emotion and believed the ultimate goal was to create a pleasurable experience for the users of the objects we design.
As the President and CEO of Teague, John Barratt is responsible for positioning the company for future success and building upon Teague’s rich heritage. When it comes to the product, sparks should fly. People make purchase decisions instantaneously. In a matter of seconds, they have a good idea of whether there is right fit. . Today, understanding the sense behind the sparks requires new thinking, new techniques, and new ways of getting close to your audience in order to come up with breakthrough ideas and strategies.
- 787-interior
The new interior design for the new Boeing 787 Dream liner was done by Teague. It looks like something completely out of the ordinary airplane interiors. Passenger well-being, on both an emotional and physical level, relies heavily on collaborative and research-orientated design practices. In designing the highly anticipated 787 Dream liner, Teague and Boeing employed a variety of design research techniques to determine the needs and desires of commercial travelers the world over. Defining and responding to the collective needs and desires of air travelers fueled the design process, permitting new, unconventional ideas to flourish and succeed in an industry renowned for strict standards. The results surpassed expectations.
Teague endlessly validated and iterated full scale models, it sent teams across the globe in flight to directly connect to the current experience, Teague employed new research techniques across cultures, engaged in cross-team integration. Teague considered every single element that consumers would meet and we did it persistently with passion over a period of many years.
The Dodge Super8 Hemi’s interior conveys a certain nostalgic optimism expressed in a modern, purposeful. The design team borrowed design cues from cars of the ’50s, but other evocative aspects from that era, such as jukeboxes and diners. The concept’s bold, in-your-face design shows ability to embrace love for the sedan and meld it with invigorating execution and technological advancement.
- DODGE SUPER 8 HEMI
The Dodge Super8 Hemi embodies the culture and essence of American optimism, said Freeman Thomas, Vice President – Advanced Design Strategy, DaimlerChrysler Corporation. One big trend again is retro, or nostalgia, going back to the past, and detail oriented. The other direction is going back-to-basics. Basics means very clean, very structured. The concept’s high-tech interior features stand in accord with its expressive exterior. The Dodge Super8 Hemi is equipped with an internet-based, multi-passenger Infotronic system, which accommodates data and information needs for driver and passengers. The goal of the Infotronic system is to provide information and entertainment services that meet the lifestyle of each individual driver or passenger.
EVANGEL, The Design Evangelion 