The document discusses designing websites and digital experiences to influence users on an emotional level beyond usability alone. It covers topics like how non-conscious decision making dominates over conscious reasoning, the role of emotions in decisions, and how measuring implicit responses through biometrics can provide insights beyond traditional surveys. New techniques are needed to account for both implicit and explicit responses in order to understand and influence the full user experience.

1. Designing for PET
Professor Karen Cham FRSA
Academic Lead for Connected Futures & Brighton Digital Catapult Centre
University of Brighton

2. ‘PET’ Persuasion Emotion & Trust
Beyond Usability: Designing Web Sites for Persuasion, Emotion, and Trust
“The next wave in Web site design is persuasive design, designing for
persuasion, emotion, and trust. While usability is still a fundamental
requirement for effective Web site design, it is no longer enough…
https://www.uxmatters.com/mt/archives/2009/01/beyond-usability-designing-web-sites-for-persuasion-emotion-and-trust.php
(Schaffer 2009)

3. How the User Feels
…the future of great Web design is
about creating customer engagement
and commitment in a way that clearly
impacts business results and
measurable goals. Whether a Web
site is e-commerce, informational, or
transactional, it must motivate people
to make decisions online that lead to
conversion of one sort or another”
https://www.uxmatters.com/mt/archives/2009/01/beyond-
usability-designing-web-sites-for-persuasion-emotion-and-
trust.php (Schaffer 2009)

4. page 4
Non-Conscious
Dominates Perception & Decision Making
Dr. Gerald Zaltman, Harvard University
Executive Committee of Harvard University’s Mind, Brain and Behavior
Interfaculty Initiative
“95% of the consumer’s
decisions are made at the non-
conscious level.”
https://hbr.org/2002/06/hidden-minds

5. page 5
Emotions Play a Critical Role in Decision Making
“Patients with damage to emotional parts of the
brain cannot make decisions despite having no
change in IQ”.
Antonio Damasio, Professor of Neuroscience, Psychology and Philosophy
University of Southern California

6. page 6
Cognitive Neuroscience Dual Process Theory
Implicit Explicit
System 1 System 2
Unconscious
Emotion
Conscious
Reason
Limbic
System
Pre-Frontal
Cortex
Associative
Very Fast
Effortless
Involuntary
Here&Now
Non-Conscious
RuleFollowing
Slow
Effortful
Controlled
Future Plans
Conscious

7. page 7
Simplified Cognitive Timeline
0N 100 200 300 400 500 600 700 800 900 1sec 1.1 1.2
OBSERVATION REACTION EXPRESSION
SYSTEM 1
IMPLICIT
Often referenced as:
Non-Conscious
Non-articulated
Pre-Cognitive
PET
research
needs to
measure here
Traditional Research
measures here
SYSTEM 2
EXPLICIT
Often referenced as:
Conscious
Articulated
Post-Cognitive
Expressed

8. page 8
Measuring System I Leads to New & Powerful Insights
Neuro
Research
measures here
New biometric -tools
capture responses at the
non-conscious level;
instinctive, innate
reactions, at the root of
perception.
Traditional methods
capture ‘considered’
responses in surveys and
focus groups
the most effective research involves blending System 1 (Biometric) and System 2 (traditional) tools

9. Neuro Marketing Example

10. page 10
We we are typically not aware of
non-conscious emotional influences
Thinking about feelings and emotions changes them
Traditional research suffers from a lot of ‘data-noise’ from
differences in people’s ways of expressing themselves
Unavoidably, such responses are filtered and distorted by
the very act of thinking about the response and sharing
them with the facilitator.
New science-led techniques can now measure response
before the brain engages in post-rationalizing and reporting

11. page 11
Neuro Testing
• Evaluates Emotional, Non-Conscious
response
• Combination with Eye-tracking yields
information on where people look and
how they are reacting
• Records Think and Feel, not just Say
• Quantified data of qualitative responses
• Identifies cause-effect triggers and
potential for activating sensory cues
• Yields fresh, deeper, richer actionable
insights to guide R+D and brand
development

12. page 12
Integrated Biometric Insights Testing Methods
4 emails 2 TV ads
EEG Data, Eye Tracking & Explicit Response Testing

13. page 13
EEG: Example Deliverables
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Ad A: Emotional Engagement
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5
6
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2
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Summary (example)
1. (5 Secs) Emotional disengagement when shot moves to backs of heads. Consider shortening the shot or framing it differently to maintain view of
the viewers’ faces; 2. (9-10 Secs) Higher emotional engagement during this scene, but could be more engaging if shot showed some faces looking
towards the camera; 3. (15 Secs) Good brightness/colour-contrast of the phone in the fairly dark room helps maintain engagement; 4. (21 Secs) As
main character looks down, emotional engagement drops; 5. (22 Secs) reactions of the crowd drive emotional engagement up; 6. (27-28 Secs)
Engagement returns to reasonably high level for end branding

14. page 14
EEG Example Deliverables
Emails Showing Emotional ‘hot zones’
Overall Score: 73% Overall Score 87%
Blending EEG with Eye-Tracking scores reveals the most emotionally engaging sections of the emails. This then
informs recommendations on how to edit or optimise them, pulling-in findings from previous Neuroscience studies

15. Neuro Design
‘the new frontier of packaging and product design’

16. What’s wrong with UGC ?
Quantifying Value Mechanics

17. where does the established brand value lie
when representing the product ?

18. Digital Transformation of Value Chains

19. Measuring the Branded UX
A branded user
experience (UX) can
only be considered as
successful if it meets
or exceeds the brand
values, however
standard usability
research and testing
methods prove
inadequate across
complex multiple
touchpoints
Raida Shakiry, MRes, 2013

20. Mass Customisation
“BagEngine” - an online co-design tool for
high end fashion accessories
the need to maintain brand value means
brand specific value mechanics and shape
grammars had to be defined, biometric
evaluation of emotional engagement in
aspects of the brand helped define product
semantic ‘memes’ eg for Mulberry, being
invited to ‘queue’
BagServant, CreativeWorks London

21. Multi Touchpoint UX

22. .
This framework integrates standard usability testing with biometrics methods and tools, in order to carry out an
effective evaluation of the multichannel branded UX by taking a ‘dual process approach’.
“Perceived needs and emotional responses to brands: A dual-process view“ Journal of Brand Management (2014) 21, 23–42. doi:10.1057/bm.2013.21; published online 1 November 2013
Cognitive UXD Dual Process Testing

23. Measuring the Immersive UX
6 month research project undertaken by MA UXD
alumni Carl Yates in collaboration with Seren Ltd.
and funded by London Fusion
using MyndPlay Brainband, GSR looking at what
types of bio feedback can help us measure the
emotional interaction experienced in gameplay
and how those measures could inform the
development cycle
Carl found a correlation between peaks and
troughs in attention span and a games meta critic
score

24. Emotional States & Brainwave Data

25. Mapping Emotional Interaction (2013)
investigating how biometric data
such as eye tracking, facial
recognition, EEG, EMG, GSR,
might augment evaluating the UX
in dynamic immersive
experiences such as gameplay

26. Measuring the Cognitive UX

27. Nudge Architecture

28. Nudge Interface

29. Stop Smoking App (2011)

30. IoT FOG, AR/VR & 5G
Internet/Cloud/Servers
Core
Network/Routers/re
gional
Access Edge Nodes
(neighbourhood)
Gateway CPE
(building street)
Endpoint / Things
What makes sense of all the ‘things’ ?

31. Internet/Cloud/Servers
Core
Network/Routers/regional
Access Edge Nodes
(neighbourhood)
Gateway CPE
(building street)
Endpoint / Things
INTERFACE
USER
The User

32. CUX in the FOG/AR/VR
Realtime, Connected
and a Responsive
Feedback loop, driven
by an intelligent
architecture Users Experience

33. Data Driven Cognitive UX Nudge Architecture
Human Motives
Human Motives
Intelligent
decision architecture

34. UoB Creative Methods Lab