tunnel vision vs. imagination: a designer’s cheat sheet

January 23, 2014

an uncontrollable cough wakes you in the middle of the night. you look to your side and see your wife coughing too. it takes you a moment to realize that you’re inhaling smoke.

​without thinking twice, you turn on the lights and run to your son’s room. you pick up his limp body and make it to the front door. you turn the door handle and pull. nothing. the smoke is building up. the flames are getting closer. in your panic, you keep turning the door handle repeatedly, harder and harder. you don’t know if your son is unconscious or sleeping. you start violently kicking the door.

if this was any other uneventful morning, you would’ve been relaxed. without thinking, you would’ve already known that you lock the door every evening and keep the key in the door for easy unlocking.

a negative environment can make simple tasks difficult.
a positive one can make difficult tasks easier.

this is called ‘affect’…

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3 big questions to ask about your audience

January 5, 2014

“who are you trying to reach? if you say […] everyone, i’ll know you’re likely to reach no one.” —Seth Godin.
imagining the world from the eyes of your audience helps you design the right emotional experience for them. so how do you start imagining? by understanding your audience and their worldview. here are questions that the casafekra team uses for that purpose…

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does emotional intelligence make you a better designer?

November 14, 2013

customers buy on emotion and then justify with logic. emotional intelligence does make us better designers. a substantial body of research supports this. better designers understand the relationship between their designs and the resulting emotional experience. that’s because the emotional connection to a design is what engages us in the first place. then we attempt to rationalize those emotions. the iPod was not the 1st mp3 player, but it was the 1st to be delightful. so what is emotional intelligence really?

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