5.2 Emotional Design for User Engagement

Question 1

What is the wheel of emotions?

Answer 1

A circular diagram that breaks down different emotions and how these are related.

Question 2

What are Norman’s three levels of design?

Answer 2

1. Visceral
2. Behavioral
3. Reflective

Question 3

What is the Visceral level?

Answer 3

The first experience level is all about first impressions and our initial gut feeling about something. It’s subconscious, immediate, and shaped by our senses—our first look, smell, feel, or taste.

Question 4

How can you trigger an experience at a visceral level?

Answer 4

By designing an attractive user interface because the first level is triggered immediately.

An attractive product has a higher chance of catching a user’s attention.

Question 5

What is the Behavioral level?

Answer 5

The behavioral level touches on how we feel when we use a product. This level is all about UX

If you’ve moved past the visceral experience level and have the user’s attention but fail to present them with a product they can actually use, you’ll fail to engage users and risk them becoming distracted and seeking out different products.

Question 6

How can we trigger an experience at a behavioral level?

Answer 6

It can be triggered by a great user experience

Question 7

What is the Reflective level?

Answer 7

The reflective experience happens after we’ve used a product. It’s about creating lasting value and an overall impression of the product.

In other words, it speaks to how we remember a product and how we feel when we do so