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We would like to invite you to an inspiring talk about how to integrate emotion-driven innovation in your business and improve customer experiences, by Professor Marco van Hout: Get Emotional! Integrate emotion-driven innovation in your business and improve customer experiences.
IE Business School Master Class
Get Emotional! Integrate emotion-driven innovation in your business and improve customer experiences
When: Wednesday, March 11, 2015 at 19:00 (Madrid time)
Where: JW Marriott Hotel Shanghai at Tomorrow Square, 399 Nanjing West Road, Huangpu District, Shanghai 200003, China
RSVP: Click here
About the Master Class:
I am sure you can relate to this: We all experience. It is virtually impossible not to continuously experience the world around us. Emotions shape and affectively color our experiences. In different stages of our lives we will experience particularly designed products and services that will resonate emotionally with us.
The influence of the ‘emotional quality’ of consumer products on purchase decisions is growing. Companies are forced to make the difference on the basis of providing a full and meaningful experience for the consumer. Nowadays it is more difficult to distinguish products based on their technological advances or quality. Consumers are looking for products, brands and services that give them a feeling of wellbeing, happiness or create a memorable or meaningful experience.
Brands like Apple, LEGO or Coca-Cola have a long history in their ability to communicate with consumers on a meaningful level. Their clients are not just followers of the brand - they are true fans.
Companies are challenging their designers and R&D department to (positively) manipulate the emotional impact of their designs. It becomes vital to have a profound understanding of how products elicit emotions and how tools that evaluate the emotional impact of a certain design can be used. Designing products with an emotional fit requires an integrated approach
The Get Emotional! Master Class will engage participants in a hands-on ‘design for emotion’ experience. By introducing a systematic approach to designing products that deliberately elicit predefined emotional responses; the Master Class aims to facilitate a shift from an intuitive to a structured and manageable perspective on user emotion in conceptual design processes.
About the Speaker
Professor Marco van Hout is a passionate design professional and researcher with over 13 years of experience. Specialized in emotion-driven design, design processes, UX and finding disruptive solutions for wicked problems. He is an expert in understanding, measuring and designing emotional impact in the context of products, services and interaction.
Marco is part of the MediaLAB Amsterdam where he works to improve the program and develop new ways of working for multidisciplinary design teams in lab contexts. He is also a co-founder of SusaGroup, an internationally renowned company known for the development and implementation of emotion measurement tools (SusaTools) and innovation and design methods for optimizing the user experience and emotional impact.
The session will be informative and participative with a final challenge!
Also, you may take this opportunity to sign up for the IE Global Admissions Test if you have already begun your application process. To find out more about this test, please click here.
Additionally you may take this opportunity to sign up for a One-to-One Interview, if you have already begun your application process.
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