Benefits:
Attendees will have the opportunity to collectively investigate how emotions play their roles in consumer decision making. Then they jointly discover the ways to capitalize the emotional reactions from consumers and optimize product designs.

Questions:
 •  How important is the emotional factor in product success?
 •  Does good designs work well both on the emotional and usability aspects?
 •  Is brand success more related to usability, capability or emotional appeal?
 •  What are the emotional attributes that are most critical to consumer products?
 •  What are the emotional attributes that are most critical to enterprise products?
 •  Does negative emotion always lead to unfavorable design?
 •  What are the attribute of the product that makes you feel it is reliable?
 •  What are the good examples of capturing positive emotion? Why?
 •  What are the bad examples of creating negative emotional reaction? Why?
 •  What will happen if emotional expectations mismatch with the level of usability?

Audience:
Everyone who believes emotion should be considered in product design. Attendees typically include managers, decision makers, designers and researchers who are seeking new breakthrough in designing products beyond enhancing usability.

Format:
Session chair will moderate the round table, by initiating questions, encourage and coordinate discussions, provide key comments in debates and sum up key points out of the discussions. Attendees will participate in a format like a focus group.