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Emotional Design for Meaningful Conversions

Creating great emotional design is important to enhance positive experiences for your users. Before thinking of conversions, you need to understand the mind of the user and their motivations. To understand how to provide best emotional responses, we must also learn to anticipate the outcomes.

Before we get into the art of emotional design, let’s learn the 3 key dimensions of Interaction Design:

1. Words – Communication tone and style.

2. Objects – Physical objects we use to interact with

3. Visuals – Visual representations and design

Out of the 3, words are the foundation of interaction design. Through the words you choose and how you convey your message, has great influence towards your users.

Interaction Design

Now that we understand the components of interaction design, let’s learn the art and strategy inĀ improving the emotional experience. I have grouped this into a 3 Step process where you can ask your users, customers or yourself these questions. You can run these steps as many times as you like on any part of your website.

Step 1: How does your user feel as they enter your website or app?

Think of the environments they are in – at work? or on the go? Usually, users are in the hurry and if your website loads slowly, chances are they will leave your site. Remember that first impressions matters most of the time no matter how great your content is. A few more questions can arise such as “What can I do to improve the feel of my website in order for me to convey the right message?”. Ask your friends or colleague, and allow their answers to be as honest. Write down your findings and keep a record as you improve on your next iteration.

Step 2: Is this the best and effective way for users to get what they want?

Whether you are starting a blog or ecommerce site, remember the number one purpose of your site. If a user is searching flights for a trip on a travel site, avoid pop-ups or unnecessary information that plainly isn’t relevant. Instead, display the flight checker as big and intuitively as possible. Make it easy for users to enter details, scroll, tap and read. Creating this smooth flow is vital in the perception of how you care for your brand and services. A good tip is also to provide “Recommendations” and “Additional Information” as these leave a good impression of how helpful your brand is towards them.

Step 3: Did I sweeten the deal?

Once your user are done (and pleased!) with what she/he has been searching for, you might want to introduce a deal, free coupon, or thank you note – this simply reminds them why they should come back to you. For example, you are interested in boxing, and after reading about basics in boxing, you receive a pop-up for a Free Trial Day Pass. Who wouldn’t want to miss that? Simply because you are sweetening the deal by giving more of what your user’s wants. Many marketers are experts at this step. However, do not make it too deceptive or annoying (posting too many pop-ups) as it will turn down your conversions.

Emotional design can create user delight and customer satisfaction. Learning these simple steps can help you solve and tackle UX problems in parts of your website. Also, gathering feedback and taking notes once in a while will help you to to master a solid strategy that can engage your users more personally.

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