Masterclass: Emotion Design for UX Differentiation 2123 MARCH 16TH 9:00AM PDT; 12:00PM EDT; 4:00 PM GMT; 8:30 PM IST NOTE: In the US? You should be one hour ahead with Daylight Savings Time. 2.5 hours

How does emotion design differentiate UX?

UX has a bias for ignoring emotion. Why? First, Cognitive Science (the field UX comes from) only recognized emotion as an aspect of cognition in the field in the 1980s. This left a legacy of downplaying the value or significance of emotion in UX research, measurement, and design approaches. For example, it took the grandfather of Human Centered Design (Don Norman) over a decade to discover emotion, which led to a book on the topic in 2003. His business partner (Jakob Nielsen), seems to have ignored the topic entirely, opting for the strong utilitarian instinct that drives UX:  Usability (ease of use). Usability assumes that emotion (joy of use) is a frivolous or "highly subjective" data point worth noticing, not serious enough to build into the design or measurement process. This Masterclass challenges that. Next, there is a belief among many UX practitioners that emotion is too intangible and difficult to represent or measure. All of these assumptions are incorrect, according to current research and UX practitioners who design using emotion as a tool for differentiation. Finally, since scientists have proven with fMRI (functional magnetic resonance imaging) scans that emotion drives almost every decision (there is no such thing as pure "rational" thinking), paying attention to emotion is critical for differentiated UX design. Emotion plays a role in not just how users rate your satisfaction survey or NPS, but how they navigate your design. Designs with more deliberate emotions that help users and leave lasting impressions differentiate.

Differentiating UX is critical now more than ever

This Masterclass centers around understanding the key principles and approaches of emotion design with an aim to incorporating them into your work. In this recent VR metaverse design workshop, we saw how emotion as a design tool is critical.  From B2C to B2B and B2E experiences, this masterclass will show you emotion as a design tool you actively work with, design for, test for, and measure on an ongoing basis. Frank Spillers will share his emotion framework based on peer-reviewed experiments, design challenges, and approaches to making emotion design practical he developed on client projects over 25 years at his UX consultancy Experience Dynamics.

Topics this Emotion Design masterclass will cover:

• What are the key principles of Emotion Design?
• What is emotional value and how can you build it into your UX design strategy?
• How to design not just for emotion- but with emotion as the affordance
• Defining your emotion design strategy
• Practical emotion design- ROI case; Techniques; Measurement

About Monthly MasterClasses:

These monthly meet-ups are topic-driven live events with an informal presentation by Frank Spillers and group activities and discussions. Monthly MasterClasses are included as part of your membership. They allow a deep dive into important UX topics, with insights drawn from process best practices and case studies from Frank’s two decades in the field.

Cost:

Not a member? $100 Members: FREE…join the UX Inner Circle to get this and enjoy access to $10,385 worth of value- recording trainings from 20 years of Frank Spillers’ work.

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Immersive 3D Toolkit

Story prototyping the Metaverse workshop Part 2 2096 3 hrs 21 min 3 hours (Part 2 of 2) total 6 hrs View part 1 here... Download the Immersive 3D UI Toolkit here 

Agenda

Here's the bottom line on the metaverse: Your metaverse experiences won't make a lasting impact if they are not emotionally compelling and engaging. The secret to doing this by using storytelling. In this two part workshop, 3D UX veteran Frank Spillers will teach you how to prototype for immersive experiences. Storytelling skills are critical for UX design in 3D. This applies to all immersive media and audiences: AR as well as VR, and to B2B as well as B2C. Immersive media offers an evolutionary shift building on our love of stories in traditional media (movies and books). Traditional storytelling exists in a third-person "UI". You can't see through your own eyes (unless that rare storyteller is so skilled they get you to totally imagine being there). Instead, immersive first-person storytelling, according to research, changes how we experience information. Story activates the potential to change perspectives and our experience with the immersive content. Story is also how we activate our user's imaginations which this spatial (3D) technology. This workshop teaches you how to design using storytelling as your UI medium. The focus is on prototyping with storytelling or "story-prototyping" in order to maximize the potential of immersive technology and content and to give users a great experience. By great experience, we mean one worth their time, one they will tell friends about, and one that changes them for that moment or forever. One of the premises of this workshop is: if your metaverse content is going to be relevant, it has to be emotionally compelling and engaging. If you want to learn how to design for AR or VR, take this workshop. Frank Spillers is one of the few instructors on the planet teaching intermediate to advanced UX design for immersive 3D. He has been working on this topic for 25 years and teaching it in workshops and online with the Interaction Design Foundation to over 30,000 students for the past six years. Story prototyping the Metaverse workshop Part 2 will cover:

• Metaverse beyond the hype: immersive experience design guidelines
• The immersive 3D interface toolkit: supporting spatial cognition
• The story arc and emotional engagement in VR vs. AR
• Constructing an “immersive story prototype” for VR/AR experiences.
• Social VR: designing for inclusion, safety, and emotion

About UX Inner Circle Workshops:

These workshops are live events with an informal presentation by Frank Spillers and group activities and discussions, with a more hands-on experience to learning the material presented. Online workshops are included as part of your UX Inner Circle membership. They allow a deep study of UX topics, with insights drawn from process best practices and case studies from Frank Spillers two decades in the field.

Beyond Translation: Getting cross-cultural design right 2091 1 hr 14min

Getting your focus right for Localization UX

Agenda:

If you ship your software, product, or service to markets outside your country, you probably do translation (or outsource it). You probably think you have localization covered. You're probably 50% right in your approach. The opportunities for reaching the Next Billion users are vast, but what stands between your company and that opportunity is not language translation. Instead, it is the ability to offer an experience that is culturally sensitive that makes the difference to global user adoption. Users in local markets will struggle to adopt your product if it does not feel right, feel local, or feel understanding of their cultural needs.  Therefore, a UX localization strategy is crucial. The Lunar New Year celebrated throughout Asia, aka Chinese New Year, is always a good reminder of cross-cultural design. Chinese exchange red envelopes or 'hongbao' with money for good luck. The most popular app in China, WeChat, attributed its rapid growth and adoption to the use of the red envelope metaphor (a virtual red envelope acts as the confirmation of money sent/received). That's a very real example of cultural fit and a reminder of why so many American companies have failed to compete against local solutions in China and India, the two largest populations in the world.

Cross-cultural UX design starts at home

Cross-cultural design is about crossing borders. The first border is your company culture (how you think they do things) vs your users' culture (how they actually do things). This is why user contact is vital in healthy UX efforts. Next, we cross the regional borders to learn that people in the South, North, East, or West think, speak and act a little differently. Here we can look at who we missed out, and which user groups or communities we have left out. This makes Inclusive Design critical to your cross-cultural design competency. Finally, we cross the national borders to explore other user groups in their locales, with the dynamics of national, regional, and local user culture all at play. In this Miniclass, short 30-minute webinar, we will cover distinctions in localization that bring access, digital literacy, cultural norms, inclusion, and cross-cultural user advocacy into focus. Based on his 20 yrs experience with global UX projects, Frank will make the case for the need for a UX-led approach to localization that reframes the goal of translation into one of cultural fit. Topics we will cover in Beyond Translation: Getting cross-cultural design right:

1. How to do Cross-cultural design "Beyond Translation"
2. Examples of cultural sensitivity of culturability in localization UX
3. Managing localization projects (and vendors) with a UX-led approach to culture
4. Q&A

About Miniclasses:

A brief, but deep-dive into a topic, led by Frank Spillers. The sessions provide an orientation to key points on a topic. The sessions are FREE to members of the UX Inner Circle.

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