Going beyond “User Experience” — The Rise of Emotional Design in UX

Why do we love some products and not others? 💓 It turns out it’s about more than just the features.

Emotional design, which focuses on creating user experiences that appeal to users’ feelings and emotions, has always been an influential design tool.

But why the focus on emotion? Research has shown that emotional design can increase user engagement and loyalty. When a product or service evokes positive emotions, users are likelier to return and recommend it to others.

Think about the products you use every day. The ones that make you feel something. Some products or services come to mind quicker than others.

Here are a few examples of products and apps that use emotional design:

1. 🧘🏻‍♀️Headspace: This meditation and mindfulness app uses calming colours and friendly, approachable language to create a sense of relaxation and well-being.
2. 🏳️ Duolingo: This language-learning app uses positive reinforcement and a sense of accomplishment to keep users motivated and engaged.
3. 🎶 Spotify: The music streaming app uses personalized recommendations and a sense of discovery to create a sense of excitement and connection with users.
4. 🏠 Airbnb: The home-sharing platform uses a sense of belonging and community to create a warm and welcoming experience for users.
5. 🏃🏼‍♂️ Nike Running: This fitness app uses a sense of challenge and achievement to keep users motivated and engaged.

These are just a few examples of how designers can use emotional design to create a positive and enjoyable user experience. Considering the emotions they want to evoke and designing with those in mind, these products and apps have built a strong connection with their users.

Let’s look at what UX designers can do to start incorporating emotional design into their work:

1. 👀 Understand your target audience: To design for emotion effectively, you need to understand the values, goals, and motivations of your users. Conduct user research and create personas to help you get to know your audience.
2. 🏁 Consider the user’s journey: Emotional design should be integrated throughout the user journey, from the initial interaction to the outcome. Consider the emotions you want to evoke at each stage and design accordingly.
3. ❣️Use visual and interactive elements: Visual and interactive elements such as colour, typography, and imagery can be powerful tools for creating emotion in UX design. Use them to make the desired emotional response in your designs.

In conclusion, emotional design is an essential aspect of UX design that can significantly impact user engagement and loyalty. By understanding your target audience, considering the user’s journey, and using visual and interactive elements effectively, you can create user experiences that appeal to users’ feelings and emotions.

So, while it’s important to consider usability and functionality, remember also to consider the emotional impact of your designs.

By designing for emotion, you can create products and services that users will love and want to use again and again.

What are some of your favourite examples of emotional design? 😋