The document discusses emotion-driven design, emphasizing its importance in creating online engagement and enhancing customer experience. It outlines four key reasons for caring about users' emotions, including better conversion rates, building trust, optimizing creativity, and emphasizing products. The author highlights that understanding and reacting to customer emotions is crucial for effective design that resonates with users and leads to meaningful interactions.

1. EMOTION
DRIVEN
DESIGN
THE CONVERSION
EXPERT'S BEST
KEPT SECRET
Jonathan
Friedman

2. THE CONCEPT OF
EMOTION- CENTRIC
DESIGN HAS MADE
ITS WAY AROUND
THE DESIGN
WORLD.
Having an EQ as a designer means that you can tap into how
your target audience feels and unlock the once-mysterious
door to online engagement and emotional captivation.
But first, you have to understand how to unearth the psyche of
your customer to arm your platform with the necessary tools to
react. After all, emotion happens in real time.

3. WHY EMOTION
DRIVEN DESIGN
WILL DOMINATE
2016
42% of millennials are interested in helping companies develop future products
and services.
Customers today are asking to be more hands on, which means there is no
excuse for businesses who aren’t generating data from their leads.
For their time and input, customers expect a product that understands their
emotions, that speaks in their voice and has inklings of their personality.

4. 4 REASONSwhy you absolutely must care about what
your users are feeling, and why you must
react as soon as their emotion has been felt:
As we now know, tapping into the
emotion that will create a wow-
experience for your target
audience, takes more than just
strategic marketing.

5. 1. CONVERT
BETTER
Targeted design allows for brands and
buyers to achieve value.
If the UX is targeted the customer can
know immediately whether or not
they’ve come to the right place, saving
both parties time
Tommy Walker makes the point
that,”Atmospheric Marketing" affects
our emotions and buying decisions just
as much in the digital world as it does in
the real world.”.

6. Humanizingyourbuyer-sellerinteractiondoesn’tstartandendat
thebeginningofthefunnel,itisamethodwhichshouldbe
reflectedthroughouteverytouchpointonyoursite.
Conversionsareaproductoffindingtherightpeopleand
offeringthemexactlywhattheyneedexactlywhenandwhere
theyneedit.
Emotion plays a role in determining
the design format that will best
suit your target audience so that
each side can get what they need
faster – a valuable conversion or a
great product.

7. 2. BUILD
TRUST
For companies selling something
more contentious or pervasively
mistrusted – the design of your
funnel can have a huge impact on
how you jump hurdles to build trust.

8. Knowing your audience and being aware of what emo
are feeling coming into the search – be it excited, hap
frustrated – can help you make the best design decis
your business.
AstudyconductedbyUXMagazinefoundthatlayeringcrucial
informationinarollovercanactuallycreatesuspicionwiththe
customer.Usersfeltthebrandwastryingtobreachtheirtrustandthat
theinformationpurposelywasn’tbeingmadetransparent.
Rolloverdesignistheperfecttoolforofferingcustomer’splayfuldesign
featuresandinteractiveinformation.

9. 3. OPTIMIZES
CREATIVITY
Emotional Branding is about
creating more than just a nice logo.
It is about flexing your businesses
relevant and distinctive attributes
and to create something meaningful
that symbolizes your brand and
customers alike.

10. The end goal is to offer your audience
happiness, despite whatever else they
might be feeling.
What this means for design is that being
attuned to the emotions of your
audience, and so much so that you are
experiencing their emotions in real time
and reacting accordingly, can allow you
to create with power and to project the
mission of your brand onto whatever
you design.

11. 4. ALLOWS
YOU TO
EMPHASIZE
PRODUCTS
What your product page can
accomplish is much more than a
perfectly crafted UX, but a mingling
of the emotional complexities of
each of your target audiences.

12. TAKEAWAYS
Given the very real task of connecting with your audience as more
than a money-hungry-bot, your brand’s greatest tool is something
that is (hopefully) secondary to the people behind the platform –
Emotions.
Standout design has the distinct power to take a user from simply
browsing to active clicking.
“Great design awakens the senses and takes the experience to the
next level, beyond the unexpected.”

13. TOGETHER, EMOTION
AND DESIGN, CAN
KEEP AN AUDIENCE
CAPTIVATED FAR
BEYOND CONVERSION.
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