Click The Happy Button: Can Digital Become Emotional?
Will it one day be possible to seek happiness through the possibilities that our digital world makes available? The creative director at digital agency Deepend Nitin Mistry looks at the potential power of adding an emotional layer to the functional web, aligning digital tools with the emotional spectrum of the human condition.
Whether it’s a container for content, a communications tool or digital utility, the internet was, and predominantly still is, a functional space. This has caused it to evolve in a particular way, one devoid of empathy to certain aspects of the human condition, namely emotion. Is this something that should, or ever could, be addressed? Can the online experience be enhanced to derive more meaning using the language of emotion?
Initial attempts at imbuing feelings into digital communications seem juvenile. Emoticons for instance, mock the complexity of emotions with a cheeky wink and a churlish kitsch. Why is it that one can only ‘Like’ things? Wouldn’t it be nice to share using other facets of our emotional range with perhaps a, ‘I’m so angry’ button, or ‘it made me cry in a happy way’ button?
Some categories are more intuitively aligned to adopt emotions. Take the ever changing ‘browse by mood’ feature on Spotify. Created using expert suggestions and friend’s playlists, it guides users based on whether they want to ‘Have a laugh’, feel ‘forever alone’ or want to indulge in ‘anthems of angst’. Content segmentation by emotion is one solution and, in retrospect, a natural first step.
Interestingly, we have been very good at converting certain real world tools into digital ones. Maps are a case in point – now a common digital tool that, on a functional level, was an intuitive progression for its printed forebear. It detects where you are, you tell it where you want to be, and it instantly maps the quickest route depending on your mode of travel.
But being complex individuals perhaps we don’t want to reach our destinations ASAP. Maybe you’re feeling romantic and want take the scenic route. Or perhaps you want to experience “happiness” on your journey by way of seeing as much greenery as possible.
Researchers at Yahoo have developed a GPS algorithm using crowd-sourced data that allows users to choose a ‘Happy Route’ between two points, placing emphasis on the journey rather than the destination. It’s one idea that points to an abundance of possibilities.
By considering the emotional nature and motivations of people, we can add a human layer to an experience that, to date, has been purely rational and perfunctory. Adding this filter of emotional empathy can help elevate even the most utilitarian of functions into something with deeper resonance. Like the Yahoo Happy Routes idea, the challenge is in recognising when it will enhance the native function in a genuinely useful way.
Imagine then an email tool that could alter the message based on the tone we wanted to convey. Whether it be authoritative, jovial or disappointment, it could be an indispensable lifesaver for this particularly impersonal channel where miscommunication of intent is common.
Communication is one area where opportunities abound; another is context. Consider a simple bus timetable app that detects when your bus is running late and knowing the user is stressed or annoyed, responds with an appropriate goodwill gesture; a discount off the next trip or a free music track to lift the spirits.
Moving from screen-based interactions to the ‘Internet of Things’ provides even more scope for digital experiences to be augmented by emotional nuance.
Recognising that its owner has had a stressful day – based on scanning your calendar, communications and biometrics – imagine a home that configures itself around their emotional needs. Ambient lighting, temperature adjusted to induce calm, recipes suggested based on how they could improve mood, TV and music playlists created to increase positivity and induce laughter; sounds like science fiction, but all entirely possible with today’s technology.
One challenge to overcome is the subjectivity of emotions – what makes one person happy may not work for another. How do we quantify the subjectivity of feelings into a resolute, mathematical data set? Surely in the era of ‘big data’ there is enough information out there to give us some indicators of an individual’s emotional language.
There is a huge opportunity with this approach to uncover untapped possibilities in the technological space. The challenge is in recognising the right opportunities and creating solutions that speak to our emotional selves. When perfunctory tasks become conduits for experiences beyond the rational, and when we begin to express our broader humanity onto the digital canvas, then perhaps the idea of a happy button doesn’t seem so naive or far-fetched.
Want to learn more about the Experience Economy? Click here for Deepend’s indepth look.
Please login with linkedin to comment
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.