Traditionally, products and services are designed and built according to various functional and non-functional requirements - things that the product or service should be or do. While this is important, there has been a lack of focus on emotional requirements - feelings that the product or service should induce in a user. Why are these "hidden" emotional requirements important?

Because the way we *feel* is important and should be considered!

In this talk, I support this bold claim with evidence by providing relevant facts, opinions, research, quotations, examples, hypotheticals, and more. Then, after supporting the claim, I'll offer a few practical methods by which to collect, create, and check emotional requirements. Finally, I use placebos as lens to view products and services and gain insight into emotional requirements.

Join me for a thoughtful and thorough exploration of The Hidden Requirements!

IMHO, this is the single, biggest problem in modern product and service development. If you disagree, it is likely because you haven't seen this talk!