Design Beyond Aesthetics: The Power of Data and Emotion in Product Creation
A charity football match between Sideman and YouTube Allstars recently took place at West Ham United London Stadium in London. The match has generated over 50 million views across various web platforms, including YouTube, YouTube Shorts, Instagram Reels, TikTok, and other streaming platforms. Notable names that played the match were KSI, IShowSpeed, Miniminter, MrBeast , Danny Aarons, Zerkaa, Chandler Hallow, Niko, Max Fosh, Chunks, and Theo Baker, among others. It's worth noting that these individuals are not professional football players; most of them are content creators and famous internet stars.
This project began in 2016, and their first match was held at St Mary's Stadium in Southampton. They raised over ￡110,000 for the Saints Foundation during that event. This year, fans donated ￡1.95 million during the first half of the match, while KSI and Logan donated an additional ￡250,000. Unfortunately, I do not have proper information on the total amount donated at this moment.
This charity football event is not just about the game, but the entire experience surrounding it. The production quality is high, there are regular breaks, and there are even middle-game interviews. By focusing on the experience as a whole, the organizers of this event have created an emotional connection with their audience.
This emotional connection is not just created through the production quality but also through the gameplay itself. The players are not professionals, so the game is full of humorous moments and lighthearted fun. This creates a unique experience that is different from traditional football matches, which are more about passion and love towards football, club, or player.
This project is remarkable. You may be asking yourself how this relates to UX, UI, Product, or any other design and product development. Well, they did something a bit differently, and I would like to show you how the same thing could improve your designs and user engagement.
Who are the fans?
We should start with some research, right? So, who are the fans that attended this match?
Since this was not an ordinary football match with famous football stars like Cristiano Ronaldo, Messi, Haaland, and others, the audience was a bit different than usual. We could probably divide them into three categories:
If you compare these people with people who might attend the football match of Arsenal vs. Liverpool, you would see a slight difference in their perspective and emotion towards the event. People watching professional football matches might lean more towards the emotion of passion towards the sport, club, or player, but it is also possible they came for entertainment as well.
However, people who came to see the match of Sideman and YouTube stars were people who primarily attended the event for charity and fun. The same emotions can be applied to design as well, and it is essential to remember why a particular product is being built. It is because of the problem solution that our users needs and emotions, are one of the most important reasons users choose our brand, product, and service.
Data & Emotion-Driven Designs
When designing products, it is crucial to keep both data and emotion in mind. By analyzing data, designers can gain a better understanding of their users and create products that meet their needs. However, it is also important to evoke emotions in users since emotional connections can create a deeper relationship between users and products.
One example of a product that successfully combines data and emotion is the Peloton bike. Peloton uses data to personalize workouts for users but also creates emotional connections through features like live classes and a supportive community. This emotional connection has helped Peloton become a market leader in the fitness industry.
To create products that connect with users emotionally, designers can use several techniques. Storytelling can help evoke emotions in users and create a deeper connection. Creating a narrative around a product can help users relate to it on a personal level and form an emotional attachment. Personalization can create a sense of ownership and emotional investment in users. Using data to personalize products can help users feel like the product was designed specifically for them. Visual design is also crucial in creating an emotional connection. Using color, typography, and other visual elements can create an emotional response in users.
Designers should consider the emotional journey that users go through when interacting with a product. The user's emotional journey should be mapped out, and designers should consider how the product can be designed to enhance the emotional journey and create a positive emotional experience.
To further illustrate the importance of connecting design with emotion and data, we can look at the video game industry. Video games are a prime example of a product that combines data and emotion to create a unique experience for users. Game developers use data to create game mechanics that are challenging but not impossible, and they also use emotional storytelling techniques to create a sense of immersion in the game world. This emotional connection can create a deeper attachment to the game and make users more likely to continue playing and recommending the game to others.
There are tons of examples where big brands used both data and emotion to create remarkable products. Please feel free to share with me the one you believe did a really good job.
Balancing Data and Emotion in Design
While it is indeed vital to consider both data and emotion in design, finding the right balance between the two can be quite a daunting task. Focusing too much on data can lead to a product that is highly functional, but potentially bland and devoid of personality. Conversely, placing too much emphasis on emotion can result in a visually stunning product that is utterly unusable and lacking in functionality.
Therefore, designers should strive to attain a balance between data and emotion, keeping both aspects in mind throughout the entire design process. By conducting user research and analyzing data, designers can gain a better understanding of the users' needs and preferences. Utilizing emotional design techniques can also help forge an emotional connection with users, thereby increasing user engagement and satisfaction. To this end, designers should seek to create a product that seamlessly integrates both data and emotion, delivering a product of practical utility and aesthetic appeal.
Who made it right? Airbnb maybe?
Airbnb has become a prime example of how companies can successfully balance data and emotion in design. The use of data is prominent throughout the platform, helping users find their ideal accommodations based on their preferences. But it is not just about the data. Airbnb has also managed to create an emotional connection with its users through various features and services.
One of the ways Airbnb has achieved a personal connection is by using user data to provide personalized recommendations. This feature allows users to find accommodations that are tailored to their specific preferences. It makes the users feel special and valued, like the platform was designed just for them. As a parent, I often receive recommendations for family-friendly places that have nearby playgrounds and other activities we can enjoy together.
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But Airbnb's emotional connection with their users doesn't stop there. The platform also offers features like reviews, which allow users to share their experiences with other travelers. This sense of community helps users feel like they are part of a larger group of travelers, all with a shared passion for exploring new places.
Moreover, Airbnb offers unique experiences that are not available through traditional hotel booking platforms. These experiences are often hosted by locals and offer travelers a chance to immerse themselves in the culture of the place they are visiting. By offering these unique experiences, Airbnb creates a sense of adventure and excitement for its users.
In conclusion, Airbnb has successfully managed to balance data and emotion in design, creating a platform that is both functional and emotional. By providing personalized recommendations, fostering a sense of community, and offering unique experiences, Airbnb has become a go-to platform for travelers around the world.
The Role of Emotion in Branding
In addition to product design, there are many other factors that play a critical role in creating a successful brand. One such factor is the use of emotion in branding. Brands that are able to successfully evoke emotions in consumers are more likely to create a lasting impression and achieve brand loyalty.
There are countless examples of brands that use emotional branding to great effect, but one that stands out is Nike. The company's iconic "Just Do It" campaign is a masterclass in emotional branding, effectively tapping into feelings of empowerment and determination in consumers. By associating their brand with these emotions, Nike has been able to create a truly passionate following of loyal customers who are inspired by the brand's message.
UX Methods for Implementing Emotion in Design
There are several UX methods that designers can use to implement emotion in their designs. Of course, maybe some of them are not going to work in your case, but you have to try and see what can be done in order to create a product that is truly emotional to users. Here are some tips and tricks:
Empathy Mapping
Empathy mapping is a technique that helps designers understand their users emotions and experiences. By creating a map of a user's thoughts, feelings, and actions, designers can gain a better understanding of how users interact with their products. This understanding can help designers create products that meet users needs and elicit emotional responses.
Personas
Personas are fictional characters that represent user types. By creating personas, designers can gain a better understanding of their users needs, preferences, and emotions. Personas can help designers create products that are tailored to their users needs and elicit emotional responses. Please note that personas can sometimes be misleading, so it is important to be cautious when working with them.
Journey Mapping
Journey mapping is a technique that helps designers understand the emotional journey that users go through when interacting with a product. By mapping out the user's emotional journey, designers can identify pain points and opportunities for emotional engagement. This understanding can help designers create products that enhance the user's emotional journey and create positive emotional experiences.
Microinteractions
Microinteractions are small, subtle interactions that occur within a product. These interactions can create emotional connections with users by providing feedback, guidance, and delight. By designing microinteractions that are tailored to the user's emotions, designers can create products that are emotionally engaging.
Visual Design
Visual design is crucial in creating an emotional connection with users. Using color, typography, and other visual elements can create an emotional response in users. By designing visual elements that are tailored to the user's emotions, designers can create products that are emotionally engaging.
Storytelling
Storytelling can help evoke emotions in users and create a deeper connection. By creating a narrative around a product, designers can help users relate to it on a personal level and form an emotional attachment.
To implement emotion in design, designers should consider the emotional journey that users go through when interacting with a product. By using empathy mapping, personas, journey mapping, microinteractions, visual design, and storytelling, designers can create products that connect with users emotionally.
Conclusion
In conclusion, the power of emotion in product design cannot be understated. By combining data-driven design with emotional design techniques, designers can create products that not only meet users needs but also evoke an emotional response. The charity football match between Sidemen and YouTube Allstars is an excellent example of how emotional connections can be created through the entire experience of an event. Brands like Airbnb and Nike have also shown how effective emotional branding can be in creating a passionate following of loyal customers. By implementing empathy mapping, personas, journey mapping, microinteractions, visual design, and storytelling, designers can create products that connect with users on a deep emotional level, resulting in increased user engagement and satisfaction.