A Tesla politely welcomes you to open it by presenting its handles as your approach. The Apple Watch coerces you to stand up by gently tapping your wrist. When you finish your ride in an Uber, you simply hop out without the anxiety of fumbling for your wallet in traffic. In business, these details would be considered ‘hygiene factors’ but they evoke emotion. They make the experience.
Yet these are the kinds of details that are left behind as we commodify design to be leaner or more agile. As we employ templates, frameworks and GELs in an effort to be efficient and consistent.
In this presentation I'll be drawing on some of the work we've been doing in health and finance and discussing how we've been helping our clients sit up and take notice of the details.