Through this data, (enterprise) companies can provide useful advice on upcoming appointments (e.g.
However, is this preferred?
What is the overallemotional impactthese personalized changes have on peoples lives?
And what responsibility do these companies and theirUX designershave in how personalization impacts design and emotion?
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Take the example of Google Inbox.
To provide the user with intelligent data based on the emails that he or she receives (e.g.
your favorite movies or your current and past job roles).
[Read:Designers!
distrust or fear).
This is why many smart speaker manufacturers create their products in a range of colors and materials (e.g.
Sonos, Bower & Wilkins, JBL).
Design and emotion
In 2003,Don Normancoined the termEmotional Designin his book of the same title.
Norman believes that good emotional design works onthree levels: visceral, behavioral, and reflective.
In short, the visceral level concerns itself with the aesthetic or attractiveness of an object.
The behavioral level considers the function and usability of the product.
Norman strongly emphasizes that technology should bring experiences of pleasure and joy to the user.
Booking.com, for example, does this through a variety of patterns.
I better hurry up and book my next choice before thats gone, too.
Negative emotional triggers arent necessarily a bad thing.
Understanding the target audience is vital to creating triggers that will effectively elicit the desired action.
Spotify is an excellent example of a company that uses positive emotional triggers in their product.
Its easy to use and makes things like sharing via social media intuitive and simple.
User research can reveal to designers what their specific audience desires as well as what they choose to avoid.
Creating personas andarchetypescan also be useful in this process.
Combining personalization with emotional design
Combining the personal and the emotional is where the real magic happens.
Personalization in design is all about visually communicating a message that is aimed directly at the individual user.
Emotional design focuses on the overall emotional impact design choices have, including those that involve personalization.
This can be done in many ways:
Equally important are Normans visceral, behavioral, and reflective levels.
One thingdesignersshould note is that personalization can carry privacy concerns for many users.
