Emotional Design (cont'd)

1. Select a brief passage from Chapter Three Emotional Design by Donald Norman and post it on your blog. Explain why you thought it was interesting.

The Devious Side of Design

"To the practitioner of human centered design, serving customers means relieving them of frustration, of confusion, of a sense of helplessness. Make them feel in control and empowered. To the clever salesperson, just the reverse is true. If people don't really know what they want, then what is the best way to satisfy their needs? In the case of human centered design, it is to provide them with the tools to explore by themselves, to try this and that, to empower themselves to success. To the sales staff, this is an opportunity to present themselves as rescuers "in shining armor," ready to offer assistance, to provide just the answer customers will be led to believe they had been seeking."

I chose this passage because it explored the type of role sales staff bring to the table and the significance of having a type of guidance when buying the ideal product. It also reflects the motivation one has when in search of a product when they know little about it.

2. Norman uses the terms Visceral Design, Behavioral Design, Reflective Design. Do these categories seem useful to you? Would other names or phrase make the categories clearer?

These categories definitely seem useful to me because they help the product evolve effectively when all of the components are present. In my opinion, each name is pretty much straight forward and truly emulates its purpose. Of course I'm pretty sure there are several names out there that can replace these categories, but these names work perfectly fine.

3. How could a designer decide if Visceral Design, Behavioral Design, or Reflective Design is more important for a particular product? Are some types of products more visceral, behavioral, or reflective?

A designer should base their decision of design depending on the type of product that is being introduced. There are definitely different variety of products that exceed a certain category. For example, napkins have more of a "behavioral" design than a "visceral" design.

Emotional Design

1. What do you feel were the author's key points in this chapter?

In the chapter Emotional Design, Norman focuses on three pivotal points which include: visceral design, behavioral design and reflective design. We explore a side of design where our main focus is our instincts towards the product.

• Visceral Design- mainly evoked by initial reactions
• Behavioral Design- appearances take a back seat, mainly focused on performance
• Reflective Design- referring to its efficiency and the meaning of the product's use

2. How does this chapter compare to the earlier writing (The Design of Everyday Things) by the same author?

Emotional Design shared many similar factors with the previous book, The Design of Everyday Things by expressing some of the same general concepts such as audience appeal. As I read this chapter, I felt as if the key points in this section were much more detailed, and concepts were explored more thoroughly. Focusing more in the connection between the consumer and the product, we learn what the consumer experiences when in contact with the product and the effects.

3. Give examples from your own experience, of 1) something that succeeds as Visceral Design, 2) something that succeeds as Behavioral Design, and 3) a Reflective Design success? What do you think makes each thing successful?

Visceral Design

Behavioral Design

Reflective Design

1. USB Drive- When I first came across this product, I was absolutely amazed with the design. I had never seen anything like it and was completely thrilled to own it. Its unique design immediately caught my attention, and I wasn't too concerned with its actual capacity which should've been my main priority.

2. College Planner- When it comes to being organized, I really don't worry too much about how my planner looks like. As long as it has a calendar and space for me to write my homework, then it works for me. That's why I didn't think twice when buying the generic student planner at the bookstore.

3. iPod Case- My iPod case is definitely successful in having a reflective design. Not only does my case protect my iPod, but it also reflects my personality. It would've been pretty easy just to buy a regular black case, but I was convinced that the floral case accentuated my prized possession.

1. Select a brief passage from Chapter One of The Design of Everyday Things (Donald Norman) and post it on your blog. Explain why you thought it was interesting.

"Whenever the number of possible actions exceeds the number of controls, there is apt to be difficult. The telephone system has twenty- four functions, yet only fifteen controls- none of them labeled for specific action. In contrast, the trip computer for the car performs seventeen functions with fourteen controls. With minor exceptions, there is one control for each function. In fact, the controls with more than one function are indeed harder to remember to remember and to use. When the number of controls equals the number of functions, each control can be specialized, each can be labeled. The possible functions are visible, for each corresponds with a control. If the user forgets the functions, the controls serve as reminders."

I chose this passage because it reflected an aspect of design that I originally didn't consider. The fact that Norman expresses the significance of having a designated control for a specific action, truly anticipates how the consumer will interact with the product. As mentioned earlier, if a product exceeds the number of controls, it is most likely that it will be very challenging for the consumer. In order for a product to be successful, it has to possess the quality of accesibility. The everyday day consumer essentially seeks a product that obtains an easy approach and evades strenous thinking. By having a specific button controlling an individual action, makes things much more simple and it is one less thing that the consumer has to worry about.

2. Norman's book was first published in 1988 and it still influences designers today. Why do you think this book continues to be influential 20 years later?

I believe this book continues to be influential now in modern times due to the general concepts that are expressed throughout the book. The concepts that are being presented are reasonable and explore multiple phases of the designing world. From evaluating every intricate angle of the design in its early stages, to anticipating any complications, the detailed explanations help demonstrate the essence of a design that is assembled and sought to be improved.

3. Based on this chapter, what factors would you include on a checklist for evaluating the design of a product?

From learning this past week of new components to consider, there are several new factors that I would include on a checklist when evaluating the design of a product. I would start off my check list with the key essentials such as visibility, mapping, conceptual model, and affordance. Something that I would incorporate to that checklist has to be designated controls for every possible action. This really helps the consumer in accessing the product without any difficulty of remembering controls with multiple actions.

The Design of Everyday Things

1. What do you feel were the author's key points in this chapter?

I feel that the author's key points in this chapter were the importance of visibility, mapping, affordances and the conceptual model. Throughout the reading, Norman stresses how viable these components are and how difficult it can be to oprerate a product when some of these features are absent.

• Visibility- Without having a clear view of the product and its features, this can cause a lot of confusion. The product wouldn't necessarily serve its purpose if the user doesn't know how to fully operate the product.


• Mapping- If a product doesn't have an easy-to-understand relationship with the way it needs to be conducted and the final outcome, the product pretty much would be useless.

• Affordances- Reffering to how the product is supposed to be used and the commands it can "afford" to do.


• Conceptual Map- This plays a pivotal role because it helps visualize how the product will respond when in use.

2. Think of a specific object that you have had difficulty using. How did design contribute to make it difficult to use? Does the usability problem arise from one of the principles that Norman discusses here?

An object that I've had extreme difficulty using, has to be my Blackberry phone. It has been little over two months and I'm still learning how to use all its features. The design somewhat contributes to why it has been difficult to use. Although most of the buttons are labeled, the majority of them have multiple functions. My phone exceeds the number of controls, making it difficult to accomplish little tasks such as going to my inbox.

3. How did the designers of the iPod address the principles that Norman discusses here?

The designers of the iPod address the principles that Norman discussed by explaining the elaborate process that they had to undergo in order to make it serve its purpose. Several components are shared, such as the importance of visibility and the conceptual map. Without these two important components, the iPod wouldn't be as succesful.

1. What elements of the design process does this article illustrate?
Some elements that are included in the design process that are illustrated in this article is the visual appeal, and the early stages of the product.
2. What factors would you use to evaluate a "perfect thing"?
Factors that are important to consider when evaluating a perfect thing include: the practicality of the product, how the consumer can benefit from the product rather than others in the market, and the public appeal.
3. Whether you own an iPod or not, you probably have some opinions of this product. What do you feel are its strengths and weaknesses?
Being an iPod owner for around two years now, I definitely have some opinions regarding the revolutionary media player. It has made music browsing way easier, but most importanly the capacity it holds its very convenient.

My name is Mayra Salcido and I'm from Oakland, California. After living in California for twelve great years, I moved to Texas which I spent five years living there. Living in two completely different states has definitely made me fully appreciate my surroundings, but most importantly it has made me more of an open minded person. I'm usually trying to try new things in order to expand my horizons. I love visiting new places and learning new things. As I start this seminar, I'm excited to learn the different aspects of design and the intricate phases products undergo in reaching the ideal design.