Designing to evoke emotions
The emotional side of UX
Every day, millions of people have frustrating experiences with digital products—unclear buttons, confusing flows, or errors that make no sense. You’ve probably been there. How did it feel? Do you remember? That feeling represents the emotional impact of design. A dimension that goes beyond its functional purpose.
That’s why good design should take care of the user. It should protect us from frustration, simplify our day, and give us back our time and confidence. Every click matters. Because every frustrating interaction steals a bit of emotional energy. When you consider this, you begin to understand that design is an act of respect. It tells the user: “I value you. I don’t want to waste your time.”
In this context, usability metrics (time on task, clicks, customer journey…) don’t capture that emotional impact. They can’t measure how a user feels. To design for emotional impact, we need to pay attention to different patterns.
How can you do this?
Redefine what good design means: Start with a feeling, not a feature. Designing isn’t just about solving a technical problem—it’s about creating a specific emotional experience. When you place that feeling at the center, many decisions change.
Frame design as an ethical responsibility: Designing well is a form of respect. Focus on removing all that invisible friction. Good design, like a good host, guides without intruding. It gives clear signals, responds to the user’s intent, and avoids confusion.
Simplify: Respectful design doesn’t overwhelm from the start. It begins with a clear, simple, progressive interface. And if the user needs more, let them activate it on their terms.
In the end, design isn’t just about building screens. It’s about crafting experiences that support and empower users. That’s why the real challenge of design is to protect the user's emotional energy. And that requires sensitivity, empathy, and commitment. So next time you design a feature, don’t just ask “does it work?” Ask yourself: “How do I want the user to feel when they use it?”