EMOTIONAL DESIGN HOW EMPATHY IS THE KEY TO GREAT PRODUCTS KEVIN KEARNEY
METAPHORS ARE CHEAP
EVEN APPLE CAN’T PULL THEM OFF
empathy
STEP 1 KILL THE EXPERTS
“The problem here is that while Apple can play the fashion game as well as any company, there is no evidence that it can play it fast enough.� 2007
“iPhone Dead In Water” 2011
STEP 2 IGNORE THE COMPETITION
YOUR COMPETITOR WON’T TELL YOU YOUR PRODUCT’S FUTURE
“TVS ARE ULTIMATELY ABOUT PICTURE QUALITY. HOW SMART THEY ARE [IS] A SECONDARY CONSIDERATION.” - CHRIS MOSELEY, SAMSUNG
✓ ✓ ✓ ✓ ✓
APPS! VOICE CONTROL! GESTURES! FACIAL RECOGNITION! TOUCH SENSITIVITY!
STEP 3 PAY ATTENTION
THIS IS NOT YOUR USER
NEITHER IS THIS
AND DEFINITELY NOT THIS
USERS AREN’T LEMMINGS
THESE ARE NOT PEOPLE
ALWAYS BE WATCHING
YOU CAN’T JUST WATCH
THIS IS ONLY ONE WAY TO LISTEN
LISTEN TO WHAT YOU DON’T WANT TO HEAR
THIS ISN’T NATURAL
GET IN THEIR HEADS
ONLY YOUR MOM LOVES YOUR VIDEOS
IF YOU HAVE TO GIVE A TOUR...
PEOPLE DON’T WANT TO HANG OUT ON YOUR SITE
YOU CAN’T “TRICK” USERS
I GET TO WRITE THEIR CONTENT FOR THEM!
YOU CAN’T DESIGN FOR EVERYONE
IDEAS ARE CHEAP
NOTHING HAPPENS OVERNIGHT
QUIT YOUR JOB/GET OFF OTHER PROJECTS
YOU CAN’T MANUFACTURE CARING
YOU COMPETE AGAINST DREAMS
( thanks )