Expressive design questionnaire is a simple tool used to ensure that each solution (product, UX, retail, visual communication, packaging, and experience) is developed in alignment with the criteria that make it distinctly Samsung.
It should be used at the beginning of a project and continuously along the journey to review progress and guide meaningful decisions.
Define the product role first
If used for a product, clarify upfront the intended role of the product:
Expressive presence or expressive harmony?
Then, check whether the solution embodies the four principles of expressive design, considering the target audience.
1.
User definition
Who are we designing for, and what real need or aspiration are we solving?
Clearly articulate:
- For [Target audience]
- who [Key need or frustration],
- this design aims to deliver [Emotional meaning or aspiration]
- through [Key expressive design elements or design strategy]
2.
Functional relevance
Does the product meaningfully improve the user’s experience?
Ask:
- *Does it solve a real frustration, need, or aspiration?
- *Does it make life easier, better, or more enjoyable?
- *Would users notice the difference compared to alternatives?
If the answer is weak, the functional design may be cosmetic or not functionally relevant, rather than meaningful, and it shouldn’t be considered expressive design.
3.
Distinctiveness
Is this design obviously recognizable and unmistakably differentiated?
Ask:
- *Is this product unmistakably different than any competitor, at a glance?
- *Could this design belong to another brand?
- *Does it express a clear personality and an original point of view?
If the design feels generic or similar to competitors, it lacks expressive power, and it shouldn’t be considered expressive design.
4.
Emotional impact - Aesthetics
Is there a memorable aesthetic element that creates emotional impact?
Ask:
- *Is there a striking proportion, detail, or form that particularly delights you?
- *Is the CMF distinctive or expressive, in unexpected ways?
- *Is there a visual element that makes the product memorable and worth sharing?
If nothing stands out visually, the design may lack aesthetic presence, and it shouldn’t be considered expressive design.
5.
Emotional impact - Functionality
Is there a smart functional moment in the experience that creates a meaningful emotional response?
Ask:
- *Does the product do something clever in a way that creates a moment of delight, surprise, or sense of magic?
- *Is there an intelligent feature or interaction that not only works well, but makes you feel something?
- *Does the functionality transform a task into a meaningful or memorable experience worth sharing?
If the functional experience feels predictable, it may lack functional magic, and it shouldn’t be considered expressive design.
6.
Final question
Would a user feel something special, memorable, and worth sharing, when seeing and using this product?
If the answer is yes, the design is likely achieving expressive design.
Expressive design quick questionnaire
1.
User definition
Who are we designing for, and what real need or aspiration are we solving?
2.
Functional relevance
Does the product meaningfully improve the user’s experience?
3.
Distinctiveness
Is this design obviously recognizable and unmistakably differentiated?
4.
Emotional impact - Aesthetics
Is there a memorable aesthetic element that creates emotional impact?
5.
Emotional impact - Functionality
Is there a smart functional moment in the experience that creates a meaningful emotional response?
6.
Final question
Would a user feel something special, memorable, and worth sharing, when seeing and using this product?