Loyal user bases are built through emotion. But it can be difficult to gauge the success of emotional design, as users often have trouble articulating their emotional state during product experiences. Fortunately, there are a growing number of technologies that allow us to read and quantify users’ emotional states in real time, without their having to tell us anything.
At Bing, we seek to inspire users through our daily homepage images, and to delight them with search features that offer elegant solutions for their needs. Using facial electromyography (EMG), we’ve found new ways to tell when we’re successful. Facial EMG reads from the muscle groups of the face to infer when users are enjoying an experience, and when they are frustrated. We’ve learned that delight is measurable, and we’re able to harness this knowledge to thoughtfully and deliberately design experiences that maximize our emotional impact with users.
You will learn:
- When is it valuable to use consumer neuroscience methods such as facial EMG, and why use facial EMG versus facial coding?
- How does Bing employ emotional design to enhance its user experience?
- What can you do right now to create more emotionally compelling product experiences?