Emotional Design

Emotional design is just a creative tool to express and give play to the designer’s thoughts and design goals. With the development of the times, this creative tool will become increasingly sharp. The book “Emotional Design” reveals three levels of human nature from the perspective of perceptual psychology, visceral, behavioural and reflective. It puts forward the importance of emotions and emotions in decision-making in daily life.

Viscera design-shape.

The more visual design conforms to instinctual thinking, the more likely it is to make users like it.

Behavioural level design-fun and efficiency in use.

Effectively completing tasks and having fun operating experiences are issues that behavioural level design needs to address.

Design for reflection level-self-image, personal satisfaction, memory.

The level of reflection is affected by the environment, culture, identity, identity, etc., and will be more complicated. Only when an emotional bond is established between the product, and the user and the self-image, satisfaction, and memory are affected through interaction can the product’s cognition be formed, and the product becomes the representative or carrier of emotion.

Interaction Design

Interaction design focuses on “user scenarios” and “user psychology.” The design object is “user behavior,” and the goal achieved is “useable, easy to use, and want to use.” Experience, emotion, dialogue, and logic are the basics of interaction design. Good interaction design makes the user’s understanding of the interface and the behavior to get feedback in line with psychological expectations.

When shopping on the website, users can browse featured products, search for specific products, track order status, and more. Based on the accumulation in life and the hint of the icon, after the user confirms the interactive elements and information, the user can interact based on experience. However, for some users, when users do not know what they can or should not do, the possibility of interaction will decrease. Although they may interact randomly, they continue to find and try other products. So for conventional devices, overall tips and guidelines when new users log in are essential. Lookfantastic uses a large amount of text to explain the icon in order to avoid the ambiguity of the icon, which reduces the user’s burden. However, when filtering products, only the brand and product use part can be filtered. If the optional brand that the user wants to refer to account for Most of the time, the user’s choice time will increase, but if the interaction function that excludes brands is added, the user experience will be enhanced.

 Shopping websites often display information on the number of products in the filter that match the filter value. The website chooses to display different homepages based on the customer’s profile, and shoppers will be affected by suggestions. Some shoppers want to receive this information to help them choose faster and smarter. At the same time, the website will also perform corresponding big data analysis on users. In most cases, the unsatisfied customers are not complaining, but choose to leave. So big data customer relationship management is a vital link. Nevertheless, Lookfantastic does not analyze users’ big data. Although it will not affect users’ shopping choices, it will affect users’ shopping experience. When users are not sure what products they want to buy, appropriate big data analysis is for users. Recommending some products will help users choose.

Although the timely response of the app is the best, there are always times when the app cannot respond in time for speed. In this case, in order to reduce the user’s anxiety, the user must be made aware that the APP is running its request, and the real process is being processed. Therefore, the APP should provide feedback to the user so that the user knows what is happening in the app at the right time.

The infinite loop animation provides feedback that the system is busy, but does not provide any information about how long the user will wait. Conventionally, this type of progress indicator should be used for fast response (within 2-10 seconds). Allowing users to stare at the spinning wheel or infinite linear animation for a more extended period of time will increase the bounce rate of the website or cause people to close the app. Another type of progress indicator indicates how long (roughly or exactly) an operation will take. This type of progress indicator is called a deterministic model. They are the most informative indicator types when waiting for animation feedback, because they show the current progress, how much has been done now, and how much is left unfinished. A visual indicator of a process approaching completion makes users feel relaxed and makes them more willing to wait.

For a new interaction method, a simple button transformation may not accurately express the interaction method, so when the user interacts with the device, use a dynamic image to prompt how to touch, rotate, shake and interact with the mobile device. Micro-interaction animation, this intelligent micro-interaction animation enhances the characteristics of emotional elements. However, for infrequently used device interactions, the frequency and time of dynamic prompts should be redesigned after user research. Prevent users from becoming bored frequently when they are unfamiliar with the interaction mode and reduce the interaction behavior and prompts. The guide page is not an excellent way to interact because the user must read all the information patiently and try to remember to force the user to learn before using the app. A good interaction should guide the user to gestures before and after the operation.

One way to improve the user experience is to avoid painful memories for users but to let them naturally identify the features of the product. From a design perspective, recognition is better than recall, both in terms of interface and content. In order to allow the user to continue the previously interrupted operation, a historical browsing history or a search history may be provided. Search engines provide users with historical search history to help them find what they have searched for before.


Affordance is derived from psychology and has been widely used in interaction design and human-computer interaction design. The article will first explain its purpose. Secondly, after the user has used it, the user will notice other uses of the item, to achieve a person-thing-person interaction mode.

In today’s technologically advanced and rapidly changing society, we are facing many mobile devices, and the characteristics of the technology are affecting people’s choices. One of the mobile devices that has the most impact on users is the iPad.

The iPad subtly blends technologies — touch keyboard, camera function, video playback, file processing and sending, etc. In terms of size, the iPad is a portable device that is neither as heavy as a laptop computer nor as a mobile phone because it has a small screen that affects the viewing and reading experience, but is more like an interactive toy.

So for students, the iPad is a portable schoolbag. Due to the rise of e-books and the digitization of documents, traditional paper books and courseware have caused a certain degree of waste of resources and environmental pollution, while also placing a certain degree of burden on students. The iPad can store a large number of e-books and electronic courseware. At the same time, teachers can increase interaction with students through some iPad software. Many apps can take notes on the iPad, which adds many conveniences to classroom interaction.

The iPad’s drawing capabilities have also brought convenience to many designers. Freehand drawing requires a certain amount of time to train, and drawing on the iPad is more like drawing on paper, reducing adaptation time.

With the advancement of AR technology, iPad is also more widely used for museum and exhibition hall interaction. Visitors can interact with the exhibits through an immersive experience by scanning a QR code or other means. An immersive interaction will produce a more profound impression and experience than a flat or glass communication.

Lo-fi & Hi-fi

Sketches are often used in the early conceptual stages of the product. Sketch prototypes can express essential interface functions and content layout. Basic sketches such as boxes, circles and some line segments can be used to express product prototypes. The advantage of sketches is that they are low in design cost and can be modified at any time.

The fidelity of the prototype can be divided into low accuracy, high fidelity. Low-fidelity prototypes can help us accurately split the page, as well as the function modules and presentation information of each page, determine the interface layout of each page element, the element layout in the low-fidelity prototype, and the functional modules need to be infinitely close to the product after the product goes online.

The high-fidelity prototype can realistically simulate the final visual effects, interaction effects and user experience of the product. The high-fidelity prototype is also the smallest viable product, with the same visual display and interaction as the real product. High-fidelity prototypes need to be colour-matched on a low-fidelity basis, with authentic images and icon icons inserted.

In the process from low fidelity to high fidelity, many user experience considerations are needed. The first is visual, and visual aesthetics will also affect the user experience to a certain extent. Excellent visual effects can enhance the user’s trust in the product.

From the layout, colour matching, interaction and other details to enhance the user experience, while considering the user’s emotional experience, looking for the user’s comfort point, is the path to low fidelity to high fidelity.

Maps& paths—feedback

Interaction design uses technology to connect people to the world and connect people, animals, objects and ideas around the world.

Maps(handles) and paths(buttons) are two different planning tools in interaction design. Maps are exploratory and most valuable, and paths should be no question, anyone can do it, but need Longer time, less efficient. The best interfaces combine both map(handles) and paths(buttons). The best way to get the most out of the features of Maps (handles) and paths (buttons) is through user feedback and continuous improvement.

In the design process, user feedback generated through the user’s do, see, know process becomes a pivotal point to enhance the product experience. Feedback can optimize the user experience, increase product conversion rates, and give users a psychological expectation. The designer can determine whether the operation is executed, whether it is revoked, what effect it will have after execution, what problems the user has encountered, how the problem is solved, etc., thereby improving the conversion rate of the user in the next step.

Feedback user sentiment is one of the critical references. Through the law of peak end, we can know that after the user’s experience of a thing, all that can be remembered is the experience at the peak and the period, and the proportion of good and bad experiences in the process, the time of good and bad experience. The length is almost no effect on memory. After the peak, the faster the endpoint appeared, the deeper the impression left on the user.


In project 2, our team conducted user research on Winchester’s tourism industry, looking for user pain points and improving user experience is our primary goal. In the initial planning, we divided into six parts for research, namely Winchester history, transportation, hotels, markets, restaurants and bars. We want to know what is mainly affecting Winchester’s tourism industry, so we used the questionnaire and field trips to fill in the questionnaire and engage in an in-depth dialogue with the tourists to quickly get closer and achieve the same reason. The heart helps to understand the tourists’ ideas better and deeply explore the user’s pain points. After the personal experience, we will have a deeper understanding and quickly analyze the user’s psychology through empathy.

First, I built a temporary user model. I conducted a questionnaire survey and interview with real tourists, which can define productive users more accurately and build user models based on data. The user model can quickly grasp the industry situation of the tourism industry, and also understand the deep motivation and psychology of the user.

After collecting and integrating the user questionnaire, I found two primary user groups, so I created two user models for reference. One is international students, and the other is Tourists from other cities and countries. Furthermore, let the two groups have a specific contrast. I mainly analyzed user pain points and Pleasure points. This will allow you to resolve the pain points in the next step of design while maximizing Pleasure points.

After making persona, considering the desire to show empathy and interview results better, I chose to make a User experience map. It clearly shows the traveller’s arrangement and planning of the itinerary, and profoundly explores the user’s ideas, combining The pain point improves the user experience through hidden images, and fundamentally solves the existing problems of Winchester tourism.

Design thinking

Design thinking

Design thinking is to understand the user’s background and culture, through the direct observation and qualitative data to find the user’s pain points, causing the user’s empathy bright ideas, develop the prototype and test through the user’s feedback to improve the prototype and then continue the test, solve some real problems by looping.

Nevertheless, the best design thinking is to solve the user’s problems and improve the user experience by using technology and other complicated interaction methods.

In the 1990s, most of them were based on design. During this period, many artists emerged, focusing on aesthetics and vision, ignoring the practicality of design.

With the change of design thinking, there has been a view centred on the user experience. At first, this view focused on empathy, emotional resonance and practicality. Designers then began to realize the use of prototypes, such as customer journey diagrams to explore problems and find solutions.

Although design thinking seems to have many failures, the essence of design is to learn from failures and improve innovation and product success through continuous improvement and improvement.

At the same time, repeated upgrades and tests can also effectively improve user satisfaction and product effectiveness. Design thinking combines different disciplines and combines user-centred design ideas with multiple disciplines through innovation to create more solutions.

The Future of Design

The relationship between design and user

The development of modern design has shifted from the traditional upgrade technology and the visual transformation to pay more attention to the user experience.

However, the traditional craftsmanship also pinned the personal feelings of the products.

How to better balance the relationship between the two is the only way to improve the user experience design.

First of all, the essence of design is to serve people. Better connecting people with science and technology is the fundamental responsibility of design. However, for industrial design, simple handicrafts can no longer meet the demand, so human-computer interaction is born. , user experience design, and service design. These are based on the needs of users and the user’s experience, and the design is more people-oriented.

It can be seen that a certain degree of change is needed for design education. Better analysis of social issues and understanding of the complexity of the problem is a must-have ability of a designer. Therefore, the education of design is not only limited to aesthetics, but also requires interdisciplinary learning and training, understanding most majors, and applying knowledge to build and develop the world. Now, these three industries have developed more maturely, and the user’s needs have changed from the experience of only pursuing products to the personal feeling of retaining the product while ensuring high quality and a great experience.

Therefore, based on better-improving people’s quality of life, the people-oriented design is the primary design point of view. Based on this point of view, there will be three significant directions for design to satisfy users, starting from the perspective of experience, from the perspective of feelings, and the perspective of inclusion experience and feelings. All three directions are correct, and the only basis is to use design thinking better to do people-oriented design.