Full Blog: Emotional Design

Book Author: Donald Norman

Summary:

In chapter 1, Norman discusses why attractive things are more efficient. Emotions help a person make decisions and when that person is happy, it increases thought processes and encourages creative thinking. He then goes on to explain how attractive design allows for a more enjoyable experience and helps people figure things out.

Norman also discusses the three levels of processing:

• visceral (the automatic layer),
•  behavioral (everyday behavior layer)
• reflective (contemplative layer).

He then discusses how the three levels interact with each other and how they relate to focus and creativity. 

In chapter 2, Norman talks about different levels of viewing a design:

• visceral design is about the initial impact of a product, about its appearance, touch and feel.
• the behavioural level is about use, about experience with a product. As expected if a system is easy to use and effective, the outcome of this experience determines our positive attitude towards it.
• reflective level:  where consciousness and the highest levels of feeling, emotions and cognition reside. This is where the interaction between product and user is important and the most vulnerable to variability.

Defining the interaction between the three levels is complex. Norman maps the levels as follows.

 visceral design-> appearance
behavioral design-> the pleasure and effectiveness of use
reflective design-> self-image, personal satisfaction, memories

He then gives the example of video games and proposes remaking the video game to cater to wider audiences rather than young males. This would increase buyers. He proposes changes such as making the controllers look more feminine, easy to use, and with more useful content. He also thinks the video game could be used in a kitchen as a cooking aid, or in the living room as a reference manual, or for students as a source of simulation, experiments, and useful information.
He then talks about how objects evoke memories, like pictures or souvenirs, and then talks about the feelings of self. Feeling of self is culturally specific and hence difficult to consider in a design. He finally talks abou the personality of products, and the importance of corporations in giving customers a sense of involvement, importance.

In chapter 3, Norman discusses the three levels of design. As mentioned in the previous chapter, we can resume them as the following:

visceral design is about the initial impact of a product, about its appearance, touch and feel.

the behavioural level is about use, about experience with a product. As expected if a system is easy to use and effective, the outcome of this experience determines our positive attitude towards it.

reflective level:  where consciousness and the highest levels of feeling, emotions and cognition reside. here is where the interaction between product and user is important and the most vulnerable to variability.

Norman also talks about the the process of design by committee and the process of design by the individual.

Discussion:

This was the second title by Donald Norman assigned as reading material for the class. Per instruction by Dr. Hammond, we stopped reading the book at chapter 3. The reason being that by that point we could figure the main points he was trying to convey. The rest of the book probably had more examples and illustrations of his concepts.  Through an eagle eye, Norman does a good job explaining to us the challenges a designer faces with respect to emotion. He also does a great job walking us through some of the processes that go on when a person is faced with a product. The ideas presented are interesting, and once again, just like in Design of Everyday Things, Norman is effective in illustrating his claims.

 

Book Reading #30 - Emotional Design

 Book Author: Donald Norman

Chapter 3: Three Levels of Design: Visceral, Behavioral, and Reflective
Summary

This is the last chapter Dr. Hammond has asked us to read. In this chapter, Norman discusses the three levels of design. As mentioned in the previous chapter, we can resume them as the following:

visceral design is about the initial impact of a product, about its appearance, touch and feel.

the behavioural level is about use, about experience with a product. As expected if a system is easy to use and effective, the outcome of this experience determines our positive attitude towards it.

reflective level:  where consciousness and the highest levels of feeling, emotions and cognition reside. here is where the interaction between product and user is important and the most vulnerable to variability.

Norman also talks about the the process of design by committee and the process of design by the individual.

Discussion

I understand why Dr. Hammond decided to make the class stop reading the book at chapter 3. Beginnning at chapter 3 we start to see recurring themes. When I read the name of the chapter, I was a bit confused because I thought I had already read, and blogged about this in my previous blog post. Nevertheless, the ideas presented are interesting, and once again he does a good job of illustrating his claims.

Book Reading #27 - Emotional Design

 Book Author: Donald Norman

Chapter 2: The Multiple Faces of Emotion and Design

Summary
In this second chapter, Norman talks about different levels of viewing a design:

• visceral design is about the initial impact of a product, about its appearance, touch and feel.
• the behavioural level is about use, about experience with a product. As expected if a system is easy to use and effective, the outcome of this experience determines our positive attitude towards it.
• reflective level:  where consciousness and the highest levels of feeling, emotions and cognition reside. here is where the interaction between product and user is important and the most vulnerable to variability.

Defining the interaction between the three levels is complex. Norman maps the levels as follows.

 visceral design-> appearance
behavioral design-> the pleasure and effectiveness of use
reflective design-> self-image, personal satisfaction, memories

He then gives the example of video games and proposes remaking the video game to cater to wider audiences rather than young males. This would increase the audience. He proposes changes such as making the controllers look more feminine, easy to use, and with more useful content. He also thinks the video game could be used in a kitchen as a cooking aid, or in the living room as a reference manual, or for students as a source of simulation, experiments, and useful information.
He then talks about how objects evoke memories, like pictures or souvenirs, and then talks about the feelings of self. Feeling of self is culturally specific and hence difficult to consider in a design. He finally talks abou the personality of products, and the importance of corporations in giving customers a sense of involvement, importance.

Discussion

I though Normans's analysis was interesting and I liked the part where he discussed souvenirs and photographs that aid us in remembering events. I have travelled a lot and don't remember all my trips but images definitely aid me in remembering the event. The idea of incorporating sound into photographs is also an interesting concept.

Book Reading #24 - Emotional Design

 Book Author: Donald Norman

Chapter 1: Attractive Things Work Better
Summary
In this first chapter, Norman discusses why attractive things are more efficient. Emotions help a person make decisions and when that person is happy, it increases thought processes and encourages creative thinking. He then goes on to explain how attractive design allows for a more enjoyable experience and helps people figure things out.

Norman also discusses the three levels of processing:

• visceral (the automatic layer),
•  behavioral (everyday behavior layer)
• reflective (contemplative layer).

He then discusses how the three levels interact with each other and how they relate to focus and creativity. 

 

Discussion

Having enjoyed Design of Everyday Things, I am curious to find out more about this book. I thought this chapter was a good introduction to the challenges a designer faces when considering the design from a kind of emotional point of view.

Full Blog: Design of Every Day Things

Summary

The Design of Everyday Things was written in 1988 by Donald Norman to point out the many errors in product design of his time, and to offer suggestions on how to eliminate these errors and improve the collective user experience. Most of the book talks about how faulty design is a real problem, and that it is all around us everyday. Through numerous anecdotes - some humorous, others grave - he recounts experiences where good and bad design made a significant impact on the user experience. One of the author's purposes is to train the reader to observe and recognize good and bad design on their own, and to understand that problems they have with everyday products are almost always not their own fault, but rather the fault of the designers of the product. The remainder of the book is dedicated to offering suggestions on how to improve design. Norman proposes a number of design principles such as conceptual models and mapping, feedback, and constraints and affordances that can be worked into the design of everyday objects to make them easier to use.

Discussion

 I liked that the author didn't simply point out product flaws, but rather offered suggestions for improving them. Norman at times appears to assume that people are generally very inept and must be protected from themselves. I think a product's success depends not only on the designer but also on the manufacturer, the seller, and the user. Norman, however, claims that we should all cast the blame at the designer. Admittedly, in many of the cases described in the book, the designer was at fault. And yes, designing by Norman's prescribed principles can very likely lead to better products. But to suggest that the designer is always solely responsible for the success and usability of a product is quite a stretch indeed.

Book Reading #21 - Design of Everyday Things



Book Author: Donald A. Norman

Chapter 7: User-Centered Design
Summary
This chapter is the final chapter of Design of Everyday Things. In it, Norman discusses the seven principles for transforming difficult tasks into simple tasks:

• use both knowledge in the world and knowledge in the head
• simplify the structure of tasks
• make things visible
• get the mapping right
• explore the power of constraints
• design for errors
• when all else fails, standardize

Norman also does a recap on previously mentionned models and mapping issues. He also discusses the automation of both the different styles and tools used in writing.

Discussion

Overall this was an interesting book that pointed out design problems that I never would have thought about. Norman also provides tips for designers to improve their techniques, which I think is useful for me, and future projects I may have. 

Book Reading #18 - Design of Everyday Things



Book Author: Donald A. Norman

CHAPTER 6: The Design Challenge

Summary
In this chapter about the challenges of design, Norman starts by talking about the process of "hill-climbing". This is the iterative process of improving a product. He then talks about things that hinder evolutionary design such as market competition, the pressure to be distinctive, and the curse of individuality.

Norman then attempts to explain why designers sometimes go astray in their designs. The reasons are:  priority given to  aesthetics, that designers are not typical users, and also that designers must cater to their users.

Norman also explains that every user is unique, which adds to the complexity of creating one product.
He then talks about two bad things designers tend to do: one is adding too many features into a product, and the other is making things too complex.

In the last portion of the book, Norman talks about computers, and their design.

Discussion

I liked the comments from Norman about computers, as it directly relates to this class. It's interesting to read his comments which are from about 20 years ago. I think most tech companies today do exactly what Norman wants, focus on user experience.

Book Reading #14 - Design of Everyday Things



Book Author: Donald A. Norman

CHAPTER 4: To Err is Human

Summary
In this chapter, Norman talks about two fundametal categories of errors: slips and mistakes. Slips result from automatic behavior, when subconsciours actions that are intended to satisfy our goals get waylaid en route. Mistakes result from conscious deliberations. Norman then gives us a list of slips, and accounts from colleagues and people making those slips. The types of slips are:

• Capture Errors: a frequently done activity takes charge of the one intended
• Description Errors: the intended action has much in common with others that are possible
• Data-driven Errors: Data-driven sensory triggers that cause a different action
• Associative Action Errors: Internal thoughts and associations that trigger us
• Loss-of-Activation Errors: forgetting
• Mode Errors: Devices with buttons, or knows with more than one function

Detection of slips can only take place if there is feedback.

Norman then goes on to explain how people take action based on memory, and the design of forcing functions to cue the user on the next steps to take.

He also alludes to social pressures that make us overlook our gut feelings, and go with another course of action. He cites in particular the example of a plane, or a nuclear power plant.

Discussion

I liked all the accounts from colleagues and people Norman to illustrate the types of slips  people have. Error is part of human nature, however, Norman gives practical things one can do to avoid them, or minimize them. 

Book Reading #11 - Design of Everyday Things



Book Author: Donald A. Norman

CHAPTER 4: Knowing What to Do

Summary
In this chapter, Norman explains how the design of objects can make them intuitevely easy to use, or more complicating, and confusing to use. His gives the example of a VCR and how its design does not give the user enough signals to know the proper course of action. LEGO's on the other hand is an example of well thought out parts and pieces that one can manipulate, and parts are intuitive due to their physical design constraints. Norman lists a number of constraints that can help us take action when faced with a new object:

• physical constraints
• semantic constraints
• cultural constraints
• logical constraints

He illustrates how these constraints can help with examples on switches, and door handles. He finally suggests improving objects by improving their visibility and feedback, and exploring the use of sound.


Discussion

This chapter expanded on some of the subjects mentionned in earlier chapters and provided solutions to everyday things we use. The enumeration of constraints illustrates how designing an object isn't a trivial matter.

Book Reading #8: Design of Everyday Things



Book Author: Donald A. Norman

CHAPTER 3: Knowledge in the Head and in the World

Summary
In this chapter, Norman discusses the topic of knowledge. Human nature can be faulty , in particular when it comes to memory. Norman gives the example of Jonathan Grudin's demo on typists' apparent lack of knowledge of keyboard keys when asked to replace them on a type machine. Some of our actions can show precision in behaviour, while in fact we are basing ourselves on imprecise knowledge. Not all
knowledge required for precise behavior has to stem from our head. Norman describes three ways in which we acquire knowledge. The first is through information in the world. When that is available, the need for learning diminishes. The second is that people remember a small amount of details in order to perform tasks. Finally, we learn how to do things because of the natural constraints that exist.
After this, Norman goes on to describe the difference between declarative knowledge, and procedural knowledge, then delves into the structure of memory. Humans essentially have short term memory and long term memory structures. The types of memory people acquire can be catergorized under:

• memory for arbitrary things 
• memory for meaningful relationships
• mememory through explanation

People need mental models in order to later derive the details of a behavior when needed.
This is why designers should provide users with appropriate models so as to avoid the user making one up in his/her mind.

Norman also talks about ways to lessen our burden when we need to remember things. One technique is putting the burden on the person we need to remind ourselves about, if that person needs us, or noting a reminder in a calendar.

Discussion

I liked the part of the chapter on reminders. It seems the author predicted the advent of PDA, and electronic organizers.

Book Reading #5 - Design of Everyday Things



Book Author: Donald A. Norman

CHAPTER 2: The Psychology of Everyday Actions

Summary

In this chapter, the author starts by explaining how people react to errors while using mechanical devices.
Humans will necessarily make errors when using devices and so Norman explains that when designing objects, the goal should be to minimize possible errors and their consequences. He also highlights the absurdity of humans blaming themselves when making errors with devices.
Norman gives examples of Aristotle's naive physics, which is the untrained human perception of physical phenomenons. Humans need to give some type of explanation to phenomenons which Norman qualifies as an explanatory nature. However this nature may lead to misunderstandings which can then lead to seriours consequences as in the case of an industrial plant. Norman then describes his seven stages of action :
Forming the goal, Forming the intention, Specifying an action, Executing  the action, Perceiving the state of the world, Interpreting the state of the world, and also Evaluating the outcome.
Norman then distinguishes two gulfs that can hinder us from achieving a desired action: gulfs of execution and gulfs of Evaluation. If a system is not designed properly,, there may be difficulties in knowing how to use a device, or difficulty in assessing whether we have achieve the actions we desire.
He finally describes how the seven stages of action can be used as design aids.


Discussion

While reading this chapter, I instantly thought about my experience in one of the HECC classrooms yesterday. Usually, I would unfold the work tablet tucked next to the seat by pulling towards me or by doing a swivel movement. In this case, I assumed the same mechanism would be used which was false. After a few tries I figured out that in order to set the tablet, I need to pull towards me in a diagonal motion. This did not occur to me eventhough one could see that tablet's axis was diagonal.
I think the seven stages of actions described by Norman are essential, but that the average person would probably rely on their current knowledge, however reliable that knowledge is.

Book Reading 1: Microblogs for Design of Everyday Things

Book Author: Donald A. Norman

CHAPTER 1: The Psychopathology of Everyday Things

Summary

In this first chapter, the author sets the basis of his rationale for the necessity of good design. To make the point clear, he utilizes multiple examples from  everyday interactions such as doors, projectors, and refrigerator systems. From these example, the fundamental design flaws are extracted and analyzed thoroughly. He also uses these examples to lay some of the recurring themes he will evoke throughout the book. The main ones are :

•  the importance of conceptual modeling and design visibility
• the use of psychological principles and mapping schemes for intuitive usage of objects
•  the importance of natural mapping and user feedback

Discussion

Eventhough the examples provided relate to pieces of equipment from  close to twenty years ago, he sucessfully extracts the design flaws and lays the correct approach to making these objects more accessible to the average person. I have to admit, I was concerned the read was a bit outdated but I can see how this information can apply to  today. The example given about phone made me recall the recent Iphone antenna problems. What is the use of a smarthphone if the most fundamental of features cannot be done: calling.