The longing for an emotional response. UX design is about designing experiences that are easy to use, allowing the user to complete a task in an enjoyable way, but what if we replace enjoyment with producing an emotional response instead, positive or negative, question mark.
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The evolution of the wise man
The modern human, Homo sapiens, also known as the “wise man”, has a complex brain and the ability to create art, use tools and utilize language. The wise man started to come about 100 000 years ago, leading to the first civilizations and agriculture developments somewhat 12 000 years ago.
Development from agriculture further led into the Industrial Revolution, helping manufacturing and enhancing production to service the present day of 8 billion people living in all corners of the world. The Earth’s population is predicted to reach almost 10 billion in 2050, which is 2 billion more in the next 25 years. This is the same interval from Y2K to today with the same increase of 2 billion people.
A long time ago; information, culture, styles or trends weren’t as wide-spread due to the lack of technology, and majority of the people were not traveling beyond their villages. We don’t know what we don’t know. The Internet started to gain regular household traction only by the 1990s. Today, however, it brings us closer together much easier, and information is shared faster and in larger quantities than ever before, magnifying the power of the wise man. Over 500 hours worth of content is uploaded to Youtube every minute, but just about two decades ago, it could take hours just to download a single video.
A wise man in a complex environment
We are able to store decades worth of information in our brain, but why do we often suffer from decision fatigue or cognitive overload? Is everything becoming so much easier now that it is actually making things harder? Are most things so accessible that it is actually harder to choose? I tend to find it harder to select what to eat when using an app, but easier if I will just physically go to an area with food and decide on the spot.
In the book “The Illusion of Choice”, Richard Shotton describes two researches that looked into how reducing the amount of choices with jam samples led to 7 times higher purchase rates between offering a sample of only 6 items versus 24 items. However, the probability of a choice paralysis was impacted based on the interviewee’s familiarity of the choices, preferences, difficulty of evaluation and the similarity of the items, making more choices sometimes a better alternative. Less is more, but sometimes more is better?
If we consider design as being the study and practice focused on the interaction between a person and a man-made environment or object, which takes into account aesthetics, functionality, context, culture and society. What are the considerations when designing solutions on a global scale? Why certain product succeed over others? Tapping into emotional responses is important as it is at the heart of how humans interpret reality. Create a connection by designing to address the three levels of cognitive response: visceral, behavioral and reflective.
How are trends or movements formed and why do some seem to resonate better than others? Was minimalism a thing in 1724? Perhaps this philosophy has been going through transformations simply due to the changes in the way we think about life, how we perceive things, and having access to more choices. In design, minimalism can help to focus on the things that matter, but as the human mind is complex — what do we really value? I live minimally, but don’t consider myself a minimalist — perhaps it just doesn’t spark an emotional response in me.
Let’s imagine artificial intelligence and machines are keeping the world go around in the year 9024, from flipping burgers to transporting goods to building shelters, etc. – what will a man do and what will be their motivation or purpose?
Humans evolve over time and we go through different economical situations, ideologies and movements throughout our lifetime, for example: Rococo, The Great Depression and the 80s to name a few. All having had different characteristic that impacted the daily life, products and design.
Are the modern day products and services so efficient, easy to use and enjoyable that we are actually longing for more human elements in the design — an emotional response? Is it wrong if an app scolds us rather than rewards us? It is not an enjoyable(positive) experience, but it triggers an emotional response that could work better than rewarding in certain contexts.
Actions speak louder than words. Emotions stimulate stronger than enjoyment
What to eat for dinner? Ah, it’s raining, maybe I could order some fish and chips from that restaurant downtown. It’s seems to be closed, let’s see if the same place is available in another app; still closed. What to do now? Let’s ask ChatGPT. Eh, a long answer asking about my mood, if I want something healthy, comforting and more details needed. Gosh, couldn’t it just suggest something?
What if ChatGPT, Claude or Gemini would just say: “Bro, go get a burger.”
How much would AI need to know about you to recommend an ideal option? Or to communicate with a fitting personality to not seem too machine-like or require further elaboration? Designing with emotion is not just a form of personalization, but user immersion as well. Brands often use personalities to communicate, why not AI? Meet Hilda, your sassy AI assistant that makes sure you don’t forget to tick off items from your checklist with it’s personality.
Notification: “You have a meeting at 15:00”
Hilda: “Geez, stop scrolling, meeting up in 5”
If something is written with ChatGPT and used as is, it is still relatively easy to recognize, right? On the other hand, if we think of an answer, which has the ability to switch and utilize a style of speaking of a policeman, lawyer, lover, classmate, etc. It could make a big difference on how we interact and interpret the information.
Emotional responses are not necessarily always positive (i.e. enjoyment), and negative emotions do not explicitly equate to a bad experience. The delivery and goals are just different.
Fictional AI-app on when user is commuting: “Accident on 22nd street, turn right on the next intersection to avoid it.”
Duolingo email marketing title when a user misses a streak: “How to say ‘quitter’ in Spanish?“
The email marketing example from the language-learning app Duolingo is not necessary enjoyment as is, but it is tapping into the emotions of the user. A lot of the strategy is also about the brand acting just like a fellow user. Depending on the age bracket or location, the reaction to this email might vary. It can be perceived with joy or anger. Perhaps AI could help to understand what kind of delivery of emotions would work best for the user concerned at the given time, and tailor the content and delivery based on that emotional factor. What we consider as enjoyable or usable changes with time and varies in context.
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Evolution of usability and the idea of what is enjoyable
What we consider as easy-to-use has changed and changes over time. Continuing on the example above about ordering food with an app. Few years back, if I didn’t want to cook, I’d have to go outside and to a location with a restaurant to see what was available. Now, I can easily browse and see what’s available online, or even order a delivery with a smartphone. This is not to say one is better than the other, but surely the example with the app is more efficient in terms of time. Which action is more enjoyable or valuable to the person is the great question.
A dial-up modem versus the speed and convenience of a WIFI, or a mobile phone in 2024 and 2004 vary greatly in terms of experience. We utilize design to improve our lives, but efficiency is only one possible direction. Design has a purpose and context is key. In the book “Design of Everyday Things“, Don Norman describes three different types of teapots and writes that the emotional element may be more critical to success than practicality.
Let’s look at three examples about making coffee based on the Design of Everyday Things teapot prologue.
One coffee maker is very efficient and gets the job done without any effort, something great for rushed mornings, plug and play and it’s ready almost instantly. This taps into the motivation of desiring for convenience and efficiency.
The second coffee maker on the other hand, is an amazing structure of glass pipes and containers that are connected, a beautifully designed complex art piece that resembles a chemistry experiment, light a candle and the coffee starts to move through the structure. This can create an interesting event when inviting a friend over, for example. It takes more effort to produce a cup of coffee, but there is an experience attached to the process that makes the viewer go wow. It has a storytelling experience, a thrill that is more about the process than the coffee itself.
Thirdly, perhaps the user wants the best quality coffee and goes through a lengthy process to make it happen from grinding coffee beans to measuring the correct water temperature to the weight of the coffee and more. It does not make the experience bad or less enjoyable as the goal is to produce the best and freshest quality possible, and this is what is needed to produce that. A design could help to solve this, but there is also the human element of being in control of the outcome and the process of creating that can outshine the convenience gain, again.
What the person finds enjoyable at that moment is not always about the easy-of-use and enjoyment, but rather the goal, the context and or the emotional response it creates.
Hard to use banking app sounds like a nightmare, right? Hard to master gameplay on the other hand, can be challenging and enjoyable. Context in design and designing for emotion are important factors in product development.
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Changing perceptions and attitudes
Design trends or the concept of what is easy-to-use are not the only things changing with time. Our attitudes and perceptions are also transforming with design and technology. One meme-style example can describe this change rather well:
1998: Don’t get into a car with strangers2008: Don’t meet a stranger from the Internet alone2018: Share a car-ride with a stranger from the Internet and sleep in a stranger’s home you booked on the Internet
Uber was created from the problem of not being able to hail a cab on a snowy evening in Paris, leading to thinking what if you could order a ride with your phone from your current location. Car pooling, hitchhiking and ordering a cab over the phone has been a thing for quite a long time, but combining it with the present technology has made ride-sharing apps a reality.
Solving a problem that many of us face on a regular basis can lead to us reassessing our perceptions, societal norms or stigmas, and prompt change in our behavior and attitudes.
Like in the example above, ordering a ride from a stranger rather only from an acquaintance. Similarly, AirBnB has been changing perceptions of renting out rooms or homes as bed and breakfast — initially, most people called them crazy.
Attitude is a small thing that makes a big difference- Winston Churchill
Design or a product has the power to change behavior, perception and attitudes, which usually stem from our surrounding environment (society) and culture.
A human designing for the people
Behavior is often influenced by our surroundings and experience. Design can influence our behavior by tapping into the emotional responses generated by the interaction.
What makes a difference between a human and a machine is the ability to convey emotions. Innovative design prompts us to reassess what we know and can lead to changes in behavior or attitude. Innovation doesn’t necessarily mean re-inventing the wheel, but also making use of existing knowledge to improve our lives, and spark an emotional response.
References and further reading
Introduction to Human EvolutionIndustrialization, Labor, and LifeHow many people Have Ever Lived on EarthA short history of the InternetYoutube for PressEvolution of Modern HumansWhat is Design?What is Emotional Design?A Brief History of Minimalism: How the Minimalist Movement HappenedWhy You Need a Brand Personality and How to Develop OneHuman Characteristics: BrainsDecision Fatigue: Definition, Examples and TipsThe Illusion of Choice by Richard ShottonThe Language of Advertising: Duolingo’s Marketing StrategyPrologue: Three TeapotsWhat is Uber all about? Fun Facts and Uber HistoryThe Inside Story Behind the Unlikely Rise of AirBnBWhat factors can affect behavior?
Design what makes us human was originally published in UX Collective on Medium, where people are continuing the conversation by highlighting and responding to this story.
