Why Emotion is Critical to Good User Experience


When selling a product or offering a service, user experience is as important as the product or service itself. A company could have the greatest product in the world–one that solves a huge problem consumers face–but if using your product creates an undesirable experience, users will be less likely to use it. Occasionally, having a great product or service is enough, but it certainly makes a great deal of difference if your product or service solves a problem and also creates a positive experience for the user.


When the user’s feelings and emotions are overlooked, there becomes a disconnect between the product and the users. Sometimes designers create products solely centered around solving the intended problem as efficiently as possible, instead of creating the entire experience. This often leads to unnatural or clunky processes that leave something to be desired from the user perspective. Users can begin to feel unimportant or left out–all because the experience doesn’t cater to the way they are using the product or service. Taking into account how the user feels when using the product, or their emotional state when they need to use the product can enhance their experience immensely.


For instance: imagine your product helps people solve a problem while the user is under stress. Recognizing this and taking steps to subtly soothe or calm them with something as simple as using colors and shapes that induce feelings of tranquility will yield a better experience for them–because not only did you solve their problem, but you made the experience more pleasurable. In this case, it’s important to show the user that you understand their situation and would like to help them reach a solution without any more stress.


It’s important to keep the user in mind when creating experiences. An easy way to do so is to include the user in the design process. This can be easily achieved by taking periodic breaks in development to test the product or service on a group of users and capturing their feedback. One their feedback is captured, it is easy to make changes to the product or service while it is still under development to ensure that the users will be have a good experience with it when it launches. If your product is already live, it’s important to pay attention to the feedback the users give your product and make changes wherever necessary.


It’s no secret that people are drawn to things that make them feel good, and the same goes for products and services. When people use a product that appeals to their emotions, they either recognize it outright or subconsciously, and start to create loyalty to that product. It goes without saying that loyalty is incredibly important when selling–you want the people that use your product to continue doing so in the future. Creating this type of loyalty through positive user experiences leads to your users becoming salespeople themselves–and your biggest advocates–online, in social media, and in person. Taking the right steps to create an experience, rather than just a product, reaps benefits long after the initial sale.