Storytelling is a powerful tool for any UX designer. It helps create a product and understand the people who use it. In this article, Marli Mesibov takes a real-life example of an app she helped to build in 2017 and explains five steps you can use to help you build a story into your user experience.
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Story structure can be the lens through which we view websites. It helps us step into the user’s shoes and understand where and how users interact with our websites. The user finds themselves on a journey through your website on the way to their goal. If you can see this journey from their perspective, you can better understand what they need at each step, and align your goals with theirs. We, web professionals and site owners, are characters in their story and it’s about time we acted like it.
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It used to be enough for user interface elements to “look professional” or simply to “add polish” to a website. But in the past few years we’ve come to expect more personal interactions and stronger relationships with the apps we use. Our relationship with the web has evolved dramatically over the past few years. It is a much more intimate relationship than it was before we had smartphones and tablets. Physically, the web is in our pockets. It’s on the couch. Custom images are a powerful design tool. They can tell a story and convey a distinct personality. Custom illustrations can be especially impactful. They can make our audience feel personally connected to an app or website, while being an integral part of the design.
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Emotions aren’t a problem to be solved. People are complicated. People change. People are often a little conflicted. Algorithms can have a hard time with that. Emotion-sensing data promises to balance machine logic with a more human touch, but it won’t be successful without human designers. It may be difficult to imagine all the ways that artificial intelligence with emotion-sensing or emotionally intelligent technology, will shape experience. Let’s start by looking at the most familiar type of emotionally intelligent technology: a conversational app.
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We’re moving away from the functional and technical characteristics of the industrial era, into a time when consumers are making buying decisions based on how they feel about a company and its offer. In a borderless world where people are increasingly doing their research and purchases online,companies that don’t take their branding seriously face imminent demise. Enter emotional branding. It’s a highly effective way to cause reaction, sentiments and moods, ultimately forming experience, connection and loyalty with a company or product on an irrational level.
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Emotional interaction is an important, but frequently neglected, component that must be considered in Web design. Crafting an element of surprise on Web pages can raise visitor engagement without obfuscating important content, sidelining mobile visitors or disadvantaging users who require accessibility features. Naturally, this must always be balanced with the need to guide users through the website.
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Today we’ll have a look at a few projects in which the consistent use of the well-known term “emotional design” can result in a great personality. Positive attitude often leads to people sharing and even advocating for your product with their peers.
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Emotional design has become a powerful tool in creating exceptional user experiences for websites. However, emotions did not use to play such an important role on the Web. Actually, they did not use to play any role at all; rather, they were drowned by a flood of rational functionality and efficiency.
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What is it that makes us loyal fans of the websites and apps we love? When we sat down to answer this question for ourselves, we found that the websites and apps we truly love have one thing in common: soul.
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We are very happy to present a sample chapter by Aarron Walter from the upcoming printed Smashing Book #3. In this chapter, Aarron explains how sharing our personalities can help us create lasting relationships with users, and how it can improve the bottom line of our business. The sample is also available for free download in PDF, EPUB and MobiPocket.
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