In this episode, we delve into techniques and strategies for developing apps that resonate emotionally with users. Learn how to design user interfaces and interactions that not only meet functional needs but also establish a meaningful connection with your audience.
In today’s competitive app landscape, merely having a functional app isn’t enough. Emotional design involves crafting experiences that evoke specific feelings, such as joy, calmness, or motivation. Think about leveling up in a game or the tranquility from a meditation app; that's emotional design in action.
As discussed by Simon and Kerry on our podcast, emotional design involves intentional strategies. For instance, awarding points for task completion or using small celebrations to boost user motivation are clever ways to tap into our brain's reward system. Such features enhance the user experience and keep them coming back. But the real power lies in personalization—understanding user preferences and adapting to their needs.
Apps achieve personalization through tracking usage patterns, employing machine learning, and allowing customization. Music streaming apps, for instance, curate playlists based on listening history. However, this raises questions about data privacy and how much users are willing to share in exchange for personalized experiences. While personalization can forge connections and fulfill fundamental human needs, it's vital to remain cautious of its darker side, where manipulation could occur.
Frustration is the enemy of good design. Apps should be intuitive and easy to navigate, reducing negative emotions like anxiety or confusion. Simplicity not only enhances usability but also evokes a sense of calm and control. The Headspace Meditation app is an excellent example, with its clean interface and soothing design elements.
Determining an app's emotional impact isn’t straightforward. Session length and social sharing are indicators, but they don't provide a complete picture of user experience. Diving deeper into user feedback, reviews, and even facial expressions while using the app can offer insights into emotional engagement.
There’s a fine line between creating engaging experiences and manipulating users. Emotional design poses ethical considerations—especially in apps related to mental health, finance, or dating. Developers need to prioritize user wellbeing alongside engagement and profitability. Users, on their part, should be aware of these techniques and make informed choices about app interactions.
Emotional design presents a powerful opportunity to connect with users on a deeper level. As we use apps, considering how they affect our feelings is vital. Both developers and users share the responsibility of fostering a landscape that prioritizes ethical design and digital wellness.
Next time you open an app, reflect on how it makes you feel. Are you uplifted and motivated, or do you find yourself anxious or stressed? Keep these reflections in mind as we navigate the intersections of technology, psychology, and emotion.
Join us in our next episode of The Feel Factor for more insights into this captivating world. Until then, goodbye!
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Simon: Hello, and welcome to the Feel Factor podcast from the team here at Glance. This is our weekly look at everything mobile, psychology and emotion related. With me on the podcast is Kerry.
Kerry: Great to be here, Simon.
Simon: And today we're looking at something I love to talk about, emotional design. So Kerry, we're going to look at how we can create emotionally engaging app experiences.
And honestly, it's got me taking a fresh look at all the apps I use on my phone.
Kerry: Yeah, I know what you mean. Um, you know, it's interesting because it used to be enough for an app to just function well, right?
Simon: Right.
Kerry: But these days it's like the app landscape has gotten so competitive that apps actually have to make us feel something.
It's really that emotional connection that I guess separates the good apps from the good apps. The great ones and what keeps users coming back time and time again.
Simon: So, okay, let's break down this whole emotional design thing. It might sound a little, I don't know, touchy feely at first,
Kerry: but
Simon: this approach to design has some really interesting ideas, right?
Kerry: Yeah, you know, it really is about intentionally crafting an experience for people that evokes these emotions. Specific emotions, um, you know, think about when you level up in a game or that sense of calm you get from a meditation app. That's the power of emotional design at work.
Simon: Yeah.
Kerry: And, uh, and one thing that we often talk about with clients is how to actually tap into our natural human desire for rewards.
Simon: Yeah, that's a really great example. Like awarding points for completing tasks, you know, just to keep people using the app, it makes you realize, Oh, That's why I keep refreshing my social media feed. Exactly. Like it's that little reward. It's so clever because, you know, those, those rewards really do tap into our brain's reward system.
And, and then we just crave more of that positive feedback loop, right?
Kerry: Oh, a hundred percent.
Simon: As an example, take apps that like celebrate your progress with, you know, small animations or positive messages. It's subtle, but it's very effective.
Kerry: It is. Um, It's not just about those like superficial rewards that we get.
Right. Sure. We also talk a lot about this idea of going deeper, like actually understanding the real life situations that people are in when they're using the app and how important that is.
Simon: Right.
Kerry: So imagine a fitness app, for example, that not only tracks your workout, but it can also sense when you're feeling discouraged
Simon: and
Kerry: offers a pep talk or like adjust the difficulty level to kind of keep you going.
Simon: Nice.
Kerry: That's when emotional design becomes truly powerful.
Simon: Yeah. When it anticipates your needs and adapts accordingly.
Kerry: Yeah.
Simon: That is really powerful. It is. It's almost like having a personal trainer in your pocket.
Kerry: Yeah. Cheering you on and just like understanding exactly what you need in that moment.
Simon: Yeah.
And that level of personalized support can be incredibly motivating.
Kerry: Absolutely. And
Simon: this kind of ties into another key aspect of emotional design, which is creating experiences that are tailored to each individual user.
Kerry: So that's really interesting.
Simon: Yeah, it is.
Kerry: How do you think apps actually achieve that sense of being personalised?
Is it as simple as remembering my preferences, or is there something more to it?
Simon: Yeah, great question. Well, there's definitely a lot happening behind the scenes. It's a combination of code that tracks your usage patterns, machine learning that adapts to your behaviour, and smart design choices that allow for that customisation and flexibility.
Kerry: Got it.
Simon: Um, so Think about music streaming apps that curate playlists based on your listening history, right? Or news apps that prioritise stories based on what you've been reading.
Kerry: Oh, okay. So it's not just about, like, remembering my name or what I clicked on last time.
Simon: Yeah. It's about
Kerry: actually understanding my habits.
Yeah. And, and predicting what I might want next.
Simon: Exactly.
Kerry: That's pretty clever. But couldn't that get a bit creepy?
Simon: Yeah, it definitely raises some interesting questions about, you know, data privacy and, and, and how much information we're willing to share in exchange for that more personalised experience. I
Kerry: can see that.
But,
Simon: uh, you know, done well. Personalisation can be a powerful tool.
Kerry: Yeah.
Simon: For, for creating a real sense of connection and belonging.
Kerry: Yeah, which are pretty fundamental human needs, right?
Simon: Absolutely, and that sense of connection ultimately is what keeps us engaged and, and coming back to those apps.
Kerry: Yeah, but I'm guessing there's also like a darker side to all of this, right?
Simon: Yeah, you're right to be cautious. There's a fine line between creating a delightful experience and actually manipulating users. You know, it's like any powerful tool, right? Sure. It can be used for good or for bad.
Kerry: That's true. And we often talk about the, the more ethical concerns around emotional design.
I mean, it makes sense though. We want to make sure we're not being manipulated.
Simon: Definitely. Like take, for example, the infinite scroll feature.
Kerry: Yeah, that's a great example.
Simon: A lot of social media apps use it. You know, it's designed to keep you engaged by, by constantly feeding you new content. But it can also lead to, you know, Mindless scrolling, in a sense of never being satisfied, so that's emotional design being used to keep us hooked, even if it's not necessarily in our best interest.
Kerry: So it's like they're hijacking our brain's natural reward system for their own gain, right?
Simon: Yeah.
Kerry: That's a little unsettling.
Simon: Well, it just means that we need to be more mindful of how our apps are influencing our emotions and our behaviours.
Kerry: And I guess that's why it's so crucial to understand the nuances of emotional design.
Simon: Exactly.
Kerry: Both the positive and the potentially negative, right?
Simon: Yeah, and another area that I think often gets overlooked is the importance of simplicity. Sure. We often help clients realize how frustration is the enemy of, of a good user experience.
Kerry: Well, I've definitely deleted apps in a fit of rage after struggling to figure out how they work.
Simon: Yeah, I've been there.
Kerry: But I, I never really connected that frustration to the idea of emotional design though.
Simon: Yeah, it's a common mistake to focus only on the positive emotions that we want to evoke.
Kerry: Right.
Simon: But, you know, negative emotions like frustration, confusion, or anxiety can be just as powerful,
Kerry: and
Simon: they can drive users away in droves.
Kerry: Totally, and think about like a banking app that's difficult to navigate, or a shopping app that bombards you with notifications. Like those negative experiences can really erode trust and loyalty.
Simon: Yeah. So
Kerry: simplicity isn't just about like making things easy to use. No,
Simon: it's not. It's
Kerry: also about creating a sense.
of calm and control.
Simon: Exactly. A well designed app should make you feel like you're in the driver's seat. You're guiding the experience rather than being overwhelmed by it. Very true. A great example of this is the Headspace Meditation app. Its clean interface, soothing colours and clear instructions create a sense of tranquillity and ease which perfectly complements the app's purpose.
Kerry: That's so true. It's funny how we often don't even notice good design, right?
Simon: Right.
Kerry: It just feels natural and intuitive. But when an app is poorly designed It's like nails on a chalkboard.
Simon: It's all you can focus on.
Kerry: Exactly. And that's why investing in good design is crucial, even if it doesn't have all the flashy attention grabbing features.
Simon: But
Kerry: this brings up a tricky question. How do we actually measure whether an app is emotionally engaging?
Simon: That's a really good point.
Kerry: Feelings aren't easy to measure, are they? I mean, it's easy to say this app makes me feel happy, but how do you actually prove that?
Simon: Does
Kerry: that mean developers are just guessing and hoping for the best?
Simon: Well Not entirely. There are some clues we can look for. We always look at things like session length and social sharing as indicators of user engagement. Right. So if people are spending more time in an app and telling their friends about it, that's a pretty good sign that it's resonating with them on an emotional level.
Kerry: But Couldn't people be using an app for a long time out of habit?
Simon: Yeah, they could be.
Kerry: Or even like frustration, even if they don't actually enjoy it.
Simon: Yeah. How
Kerry: can we tell the difference between those kinds of engagement?
Simon: That's a valid point. Session length alone doesn't tell the whole story, right? Right.
We need to dig deeper and look at other metrics like user feedback reviews and even things like facial expressions or physiological responses while using the app.
Kerry: Wow. So we're talking about like actually analyzing people's faces to see if they're genuinely enjoying the app.
Simon: It's definitely next level, but it's certainly gaining traction.
As technology advances, we're getting better at measuring and understanding human emotions in all kinds of contexts, including our interactions with technology.
Kerry: That's fascinating.
Simon: It makes you wonder what other creative ways we could use to gauge those emotional responses to apps. Mm hmm. But, um, getting back to emotions, there are also some specific emotions that our designers often aim for, right?
Right. Like happiness, excitement, and nostalgia. Yeah. Those are the usual suspects that come to mind easily. But we also focus on some deeper emotions like feeling reassured.
Kerry: Yeah.
Simon: Listened to and supported.
Kerry: Now those are interesting. How do you design for those kinds of feelings?
Simon: Seems
Kerry: like you'd need a much deeper understanding of human psychology, right?
Simon: You're absolutely right. Creating an app that evokes those deeper emotions requires a lot of empathy. Right. And a willingness to step into the shoes of your users.
Kerry: So it's about going beyond, I guess, thinking about like what features people want.
Simon: Yep.
Kerry: And understanding their needs and motivations on a deeper level.
Simon: Exactly. For example, imagine a financial management app that, that not only helps you track your spending, but also provides personalised advice and encouragement. Okay. You know, that sense of being supported and guided can be incredibly reassuring.
Kerry: Mm hmm.
Simon: Especially when it comes to something as emotionally charged as money.
Kerry: Yeah. That's a great example that makes you realise that almost any app, regardless of its purpose, could be designed to evoke those deeper, more meaningful emotions.
Simon: Absolutely. And I think that's where the real future of emotional design lies. Right. In creating apps that not only entertain us, or make our lives easier, but also connect with us on a deeper, more human level.
Kerry: Yeah, that's very true.
Simon: And that brings us back to that double edged sword we were talking about earlier. If an app can make you feel supported and reassured, it can probably also make you feel anxious or insecure.
Kerry: That's so true. The same techniques that can be used to create positive emotional experiences can also be used to manipulate users or exploit their vulnerabilities.
Exactly. That's a sobering thought. It
Simon: makes you realise that there's a lot of responsibility that comes with wielding this power of emotional design.
Kerry: Yeah, it's almost like we need like a whole new set of guidelines for how to design ethically in this new world of emotional design, right?
Simon: Yeah, we always caution clients against creating apps that are intentionally addictive, especially where they don't benefit the end user.
Like, it's one thing to design a game that's addictive, right? In a fun, harmless kind of way. But we need to be careful.
Kerry: But what about apps that deal with mental health or finances or even dating?
Simon: Exactly. It can be a slippery slope. Take, for instance, a social media app that uses, you know, notifications and personalised content to keep users constantly engaged.
Right. While this might seem harmless on the surface, It can lead to, you know, feelings of inadequacy, anxiety, even depression, if not used in moderation.
Kerry: So how do we strike a balance then? How can developers create apps that are engaging and rewarding, without crossing that line into manipulation or exploitation?
Simon: That's the million dollar question, and there's no easy answer.
Kerry: Sure.
Simon: It requires a shift in mindset, I think, both from developers and users. Okay. Developers need to prioritize user well being alongside engagement and profitability. Sure. And as users, I think we need to be more aware of the techniques being used to influence our emotions and make conscious choices about how we interact with these apps.
Kerry: It feels like a collective responsibility then.
Simon: It is.
Kerry: It's not just on us as developers to do the right thing.
Simon: Yeah.
Kerry: But also on us, as users, to be more discerning and set healthy boundaries for ourselves.
Simon: Absolutely. Supporting apps that prioritise ethical design and practising digital wellness. We have a real opportunity to shape the future of the app landscape.
Kerry: This has really opened my eyes to a whole new way of thinking about the apps I use every day and those that we build for our clients. Yeah, it's
Simon: really interesting. Remember, emotional design is a powerful tool, and like any tool, it can be used for good or for bad, right? Exactly. The key is to be aware of its potential impact, and make conscious choices about how we engage with it.
Kerry: Great stuff. So, as we wrap up this episode on emotional design, let's leave our listeners with this thought. Sure. The next time you open an app, take a moment to consider how it makes you feel, whether feeling happy, nervous, or excited. engaged and motivated? Or are you feeling stressed, anxious or inadequate?
Simon: Well said, and as always, thanks for joining us on The Feel Factor. We'll see you next time for another look into the fascinating world of technology, psychology and emotion. Until next time, goodbye.