Don Norman in his book emotional design introduced the idea that any product design must reach the three levels of cognitive process: visceral, behavioral and reflective.
He on the first part of his book presents the theory of emotional design and the importance that has the cognitive process on design, however Don Norman in his book does not suggest a method to incorporate his idea to experience design, this theory could help experience designer understand how users think and perceive things threw their cognitive process and how this knowledge could help experience designer improved the products.
Designing for senses: Visceral design.
The design for visceral process means design for the senses, something that has a great first impact threw somebody senses.
Applying this to user experience means, design for visual appearance, incorporate tactile sensations, usually users Judge attractive interface to be more usable, Designing for this process no always is design beautiful things, you have to design accordingly to the context, take for example the medical or military market, this markets do not need beautiful things, however the majorities of designer work in the product and service industry. As a designer you should always have on mind that in the visceral process, the design delivers a promise which must be delivered on the behavioral process.
Completing users behavior- designing for behavioral process
This process relates more with experience Designers, specially the ones that work on interaction and usability. The designer must put a real interest on behavioral design because of its direct influence on the other two processes, the other two processes should be used as a support for this one.
At the end behavioral design is the reflection of the promises given to the user in the other two processes.
Looking for a long term product relation, design for the reflection process.
This is the most difficult process to design for, at this level it wont matter if you have a great design accordingly to the visceral and behavioral dosing, if you are not in the right place on the right time you wont succeed with your reflection design. Let’s put iPod for example, iPod has a Strong visceral design, it generates great impact to users, evokes emotions, and the reflective potential is enormous because of the experience and bond people have with music.
When a design fulfills people goals and motivations you will have a Strong emotional bond with the product, to apply the three processes to into a clear requirements for developers, experience Designers could use the Alan Cooper method: goals personas and scenarios.
Experience designer use models as a way to get to know future users, but they forget that is really hard to investigate the motivations of users. Curiously the three motivation goals cooper explain have a deep relations with Norman three Cognitive processes.
Experience goals: helps describing how a person feels with that product, this goal provides visual, external characteristics and Interactive feel.
End goals: its want a person needs to finish, these goals focus principally to Interactive design.These goals are what people need to accomplish, a product that serves this goal forms a deep emotional and behavioral bond with its user.
Life goals: these are the motivation, self respect, desires. If a product helps an user with the life goals, it will create a long relationship.
Scenario a way to create a design that meets the users goal
You can create context scenario to make a design that meets the user needs and motivation. Scenarios help out with the first interaction person has with new designed product.
There are two scenario techniques used often: pretending its magic and pretending its human.
By using the two methods, persona, goal and scenario with visceral, behavioral, and reflective processes, the Designers could make more delightful and fulfilling experiences.