Creating Pleasurable Experiences, Zach Pousman, ReMIX Atlanta

Designing PleasurableExperiences

ReMIX Atlanta 8 May 2010Zachary Pousman

Sr. Experience ArchitectIQ Interactive

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Convince youToday, Iʼll try to

that designing pleasurable experiences can help you build better products, connectmore closely with users, and be a differentiator for your business (or your clientʼs business).

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TheoryIʼll present a few theoretical foundations and formulations of pleasure (and try to get the holistic nature of human life).

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Practice

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Iʼll also present some themes and practical tips and tricks for designing for pleasure.

ExamplesOf course, examples speak louderthan anything else.

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Big stuff

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Small stuff

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Tiny stuff

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Depending on the context and audience,even things like sub-pixel renderingcan increase pleasure.

What is pleasure?

What kind of pleasures are there?

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Definition

Definition

er, we know it when we see it...

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Iʼm not sure a definition from the dictionary is helpful -- what is helpful is thinking of all the different kinds of pleasures that you experience. And then to remember that youʼre not (exactly) like everyone.

Seems like there are lots

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KindsTypes

Taxonomies

KindsTypes

Taxonomies

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People are not robots.

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People are not automatons, who are only interested in efficiency and effectiveness.People have a whole host of individual ʻways of beingʼ and ways of interacting in the world.

bodily security, property security, financial security,

breathing, homeostasis, food, water, sleep, sex

Survival

Safety

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morality, problem solving, creativity, personal growth

self-esteem, identity, achievement, confidence

friendship, family, intimacy

bodily security, property security, financial security

breathing, homeostasis, food, water, sleep, sex

Survival

Safety

Belonging / Love

Esteem

Self-actualization

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Survival

Safety

Belonging / Love

Esteem

Self-actualization

Maslow’s Hierarchy of Needs

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Physio-pleasure Socio-pleasure

Ideo-pleasure

the pleasure that comes from social life

Cognitive load (usability term), matching mental models

Psycho-pleasure

Sensorial pleasures

Identity, intellectual

4 types of PleasureDesigning Pleasurable Products(Jordan 2003, following Tiger 1992)

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Visceral

Reflectivethe pleasure that comes from social life, identity, etc.

Usability

Behavioral

Sensorial, nearly subconscious, pleasures

Emotional DesignDon Norman, 2003

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“Attractive things work better.”

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For evidence, see the CHI 2010 paper ʻAttractive phones don't have to work better: independent effects of attractiveness, effectiveness, and efficiency on perceived usabilityʼ by Quinn and Tran, 2010. There is one of these papers nearly every year where effectiveness is more correlated with aesthetics than with efficiency.

Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1

The Product Ecology

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“Most people make the mistake of thinking design is what it looks like.

That’s not what we think design is. It’s not just what it looks like and feels like...Design is how it works.”

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Hierarchy of design considerations

Functional

Reliable

Usable

Convenient

Pleasurable

Meaningful

From Stephen P. Anderson (via poetpainter.com)

Is there a business case for building into our systems?

Definitely.

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ROI: easy marketing, more use, longer-term use

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(but) match the experience to attributes that people care about

In order to get the best return on investment in pleasurable products, think about the individuals... Not everyone gets the same pleasure from the same experience inputs.

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Price

Quality

Think about restaurants

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Price

Quality

Taco BellSubway

Tacqueria Del Sol

JCT Kitchen

FarmBurger

Bachanalia

Antico Pizza Neopoletana

Rathbunʼs

Holman & Finch

Think about restaurants

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Examples(and themes)

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ExaggerationFrom Cartoons to the User InterfaceChang, B. and Ungar, D. Proceedings of UIST 1993

Physicality

“Please the senses”

“Touch gestures should provide a delightful experience to your application whether a single gesture is initiated, or a combination of chained gestures. Touch delights the senses as the user gets to see the interaction match the performance. Single, multi-touch, and even chained gestures can provide a more colorful, intuitive experience.”

From: Page 8 of Windows Phone 7 Guidelines Document

+

scroll

refresh

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Try it at www.health.msn.com

Progress: Achievements

Progress: Achievements

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Points!Points in Farmville are so ʻvaluableʼ that there are tons of cheat codes / plans...

Beyond badges, Foursquare also has points and a leaderboard

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Personality

whoops screen

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Personality

Personality

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Support reflection

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Say hello to Tableau Machine

Create a mirror of domestic space and the ‘vibe’ rhythms and moods of home life.

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Tableau MachineSystem Implementation Overview

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Quiet times such as watching TV, reading...

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Active times alone such as vacuuming, exercising...

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Social times such as family meals, homework, games...

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Wild times such as play, fighting, parties...

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Tableau Machine

• Three households in Atlanta GA

• 6-8 weeks• Elicitation techniques:

• Interviews• Feltboard• Wordgame• Print outs

Household A

Household B

Household C

Pleasures are momentary but also long-term

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‘NIKO’Household C

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Printing

Household B

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Household A

Household C

Household B

Average 1.46 / day

Average 3.16 / day

Average 12.64 / day

Printing

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Deepening of Reflection

Household C

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Social sharing / reputation

• reward activities you want. people feel a deep need to manage reputation

• Amazon ʻtop 500 reviewerʼ

• review was helpful, pleasure for the reader, not the writer.

Ambiguous Actions (users create the meaningfulness)

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‘Poke’

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‘Wink’

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‘Friend’/‘Follow’

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Open up spacesto unravel ambiguity

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People print. A lot.

http://www.flickr.com/photos/alexsegre/

3.2 billion reams of “office paper” used by “businesses” (in 2004).

Source: NADEP Environmental Program Office Report 2005.

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And usage is going up, not down.Global production in the pulp, paper and publishing sector is expected to increase by 77% from 1995 to 2020.

Source: OECD Environmental Outlook 2001

http://www.flickr.com/photos/alexsegre/

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Imprint

• Make visible the invisible traces that are frequently unexamined

• Data reflects back the social life

• Data about sustainability

• Growing catalog of visualizaitons

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Beyond paper....

EnergyManufacturingTonerPrintersTransportationEnvironmental degradation

Powersave: 100w @ 22hours = $0.50 / day

Active: 600w @ 2hours = $0.25 / dayhttp://cchrc.org/math.html

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Kiosk...

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Tag Cloud

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Tag Cloud

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Work vs Play

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Human vs Computer

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Refer to one another (specific to this community)

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Refer to one another (specific to this community)

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Refer to one another (specific to this community)

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Pages printed

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Looking for sites!

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Themes:ExaggerationPhysicalityProgressIdentityAmbiguity

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Thanks

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Zach PousmanSr. Experience ArchitectIQ Interactive

Follow me on Twitter @thinky (remember, points!)www.thinky.orgwww.iqinteractive.com

Acknowledgements:John Stasko PhD, Mario Romero PhD,Hafez Rouzati, Mason Poe, Mason BrownRoger Peters, Corey Schuman, Stephen Anderson@@

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