Designing for the Pathos

We don't usually describe mathematicians or corporate executives as "emotional". But everyone is emotional--just in ways we don't recognize. Read about how my team and I use research and design to understand how our user's emotions work and design unique experiences that appeal to them.

 
 

IBM INCUBATOR PROGRAM | DESIGN LEAD & UX WRITER | OCT 2015

Branding IBM's Innovation Engine: A New Kind of Emotional Design

Executives at IBM face a lot of pressure to innovate continuously. IBM Design's Incubator Program helps executives pilot test their big ideas efficiently, but it has a hard time competing for an executive's attention. The problem is the Incubator Program's inconsistent identity and lack of emotional appeal. 

IBM executives have become non-reactive to aggressive marketing, but logic alone will not appeal to executives. The solution is to stop following simplified rules of emotional appeal but to investigate and design for the unique emotions of these human beings. Read about how I led a team of six to help IBM executives jumpstart a successful collaboration with IBM's innovation engine.