Currently viewing the tag: "Emotional experiences"

My memories and their emotions

A few days ago I attended a lecture by Don Norman on the Engineering College at Porto. It was a fun talk and he left some provocations, including one that I held back and write here:

“…the important, is not the experience but the memory of that experience.”

This led me to think that if we want the experience to be repeated, which is useful in terms of business, so we will have to find a way to create a positive memory of that experience.

To clarify any questions that this expression could bring by bad translation or lack of context I did a little research and found something similar:

“It is the overall experience that matters. And it starts from when you hear about a product … experience is more memory-based than reality. If your product is wonderful, memory you excuse all sorts of incidental things. “– Don Norman

This statement can be both true for the product and services or perhaps because of its nature most notorious in services.

Throughout our life, through experience, we build meaning, values and memories as we build up our knowledge. Past experiences, including our emotional experiences, contribute to the formation of the “self”.

In general, and often, I think, we have an answer or at least a predisposition to solve a problem of a particular way before all our wisdom start functioning and this, in my opinion, can apply to the design of services.

It is our emotions that create this predisposition to solve problems.

As Irina Solovyova said: “emotional experiences retained in memory are so important and active in the design process as cognition or thinking … Memory of emotional experience is a distinct kind of memory different from the memory of events or knowledge. Memory of emotional experience triggers emotions that influence decision-making, it influences the formation of the belief and value system of a designer. Memories of emotional experience along with other kinds of experience and knowledge contribute to the construction of the image-banks that serve as a source of design ideas. “

This means that emotions have a central role in the construction of meaning. In other words, through the understanding and use of past experiences we can imagine possible futures.

The memories of past experience are shaped by beliefs and beliefs shaped by memories.

But are some of these beliefs that build the widespread tendency of people to produce the future based on past data, but without the corresponding emotional charge. It is a reality that already has caused great inconveniences.

The tough design that “If you can’t measure, it does not matter, because it cannot be managed” hinders and prevents the imagination and the development of new ideas. The development of the idea leads to their evaluation and any conclusion must be compared with the objectives, requirements and restrictions inherent in the context of its application.

Our environment is full of things unknown, hidden needs, which exist but that neither, we or businesses, consumers or users, know or know articulate.

The application of these ideas should then be the result not only of the memories of our experiences as creators but also of memories that we want to “build” through the experiences of users or consumers.

When we combine these two experiences (total) we create the opportunity to respond to all instead of promptly find answers and that’s given us with the help of the observation of routines that allow tacit understanding of contextualized situations.

The notion of context must be present in the remarks in order to be able to identify needs and opportunities allowing this way create experiences with impact that are will be retained in the memory of its users or consumers.

The memories of several experiments are much more “live” the greater the impact of this experience in our lives.

Your contribution is very welcome!

Unbalanced the routine and combine things!

“Scientists can invent technologies, manufacturers can make products, engineers can make them function and marketers can sell them, but only designers can combine insight into all these things and turn a concept into something that’s desirable, viable, commercially successful and adds value to people’s lives.”-Design Council

When we think of something for people, some of us think in stimulating the senses of the people and this is creating products or services useful, usable and desirable that allows us later to tell true stories.

Starting with the collection of insights of the real needs of the people some interdisciplinary teams may give rise to a great idea and get to the construction of a concept that allows the design of an experience “unique” to propose to clients.

These are emotions, experiences that are established based on specific beliefs and perceptions that we have established at some moment in our life.

Emotions disturb the usual balance of our routine because it is a complex psycho-physiological experience of a person that involves “physiological arousal, expressive behaviors and conscious experience”.

When we do a research on the behavior of people with a view to the proposal for a significant experience for them, we should not forget that emotion is associated with mood, temperament, personality and motivation.

While the motivations are the energy and direction of behavior emotions provide the affective component.


By our own experience we know that some emotions occur in a short period of time and others can last for years and we know that there is a difference between the emotion and the results of the emotion, principally with regard to emotional expressions and behaviors.

It is also true that not everyone behaves the same way against a particular emotional state, for example, not everyone flees when feels threatened and not everyone cries when he is sad.

How can we create a comprehensive emotional impact in an ecosystem or extended group of people?

An emotion is a response from our understanding of the situation.

Emotions are triggered by personal beliefs. The fear is based on the belief that we are in danger and pleasure is experienced when we believe that we have some value, that is, each emotion is a specific response to a particular type of trial. 

“All emotions presuppose or have as their preconditions, certain sorts of cognitions – an awareness of danger in fear, recognition of an offense in anger, appreciation of someone or something as lovable in love. Even the most hardheaded neurological or behavioral theory must take account of the fact that no matter what the neurology or the behavior, if a person is demonstrably ignorant of a certain state of affairs or facts, he or she cannot have certain emotions.”- Solomon

This difference in behavior can be very important in the results that we obtain when we propose an experiment on people.

In a simplistic way we can consider that there are complex emotions, which may arise with cultural conditioning, and basic emotions. These basic emotions can eventually blend to form an enlarged image of human emotional experience. For example disgust and anger could mingle with contempt.

Today with the spread of technological channels may seem simple to influence people’s behavior towards the lead to acceptance of our proposed experiment and its consequent activation that will facilitate the expression of positive emotions.

However, many projects fail because people don’t understand what factors lead to behavior change, i.e. so that a particular behavior can happen, a person must have, at the same time, a proper motivation, be sufficiently capable and possess an effective trigger. Only by combining these three factors will be a desired behavior.

The context in which people are situated, the challenges which they are proposed, the means of communication available and the existing sense of community are factors which may facilitate or block our proposals of emotional experience.

Co-create experiences is a good way of having success in this adventure!

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