Why taking into account the emotions of people who use your product?


Nowadays we don't talk about intelligence but about intelligences (with an "s") and among these the emotional intelligence. It is a particularly interesting soft-skill, even indispensable for any designer.

Neurosciences are trying to explain cognitive processes.

The neuroscientist Antonio Damasio has shown in his book Descartes' Error that the areas of reasoning and emotions are located at the same level in the human brain (i.e. in the pre-frontal cortex and the amygdala). That’s why these cognitive processes are intimately linked.

Decision-making and behaviors are the result of reasoning.

However because of the imbrication of the cognitive areas of reasoning and #emotions, emotions have an impact on the initial reasoning and consequently an impact on the initial behaviors.

Alain Damasio - Picture of Jean-Baptiste Huynh - The New York Times

In UX Design and in Design Thinking, designers use this neuroscientific discovery.

When the #uxdesigners create user journey, they describe the different steps a user takes to perform a certain task. These steps are the different behaviors of the user.

The UX Designers also highlight the emotions felt by the user on the user journey. They use all their empathy to determine these emotions: either by observing or by questioning (good questions can reveal unconscious #emotions).

And your customers

How do they feel about using your service or product?
An audit of their user experience will allow you to detect areas of improvement and especially the opportunities available to you.

Let's discuss

Detecting emotions allows to better understand behaviors.

By identifying negative emotions in an user journey, the UX Designers can determine which pain points of the user journey need to be improved in order to offer an even more satisfying and engaging #experience.

That’s why, given how the human brain works, the #uxdesigners must use all their emotional intelligence to detect the #emotions of users, to better understand users behaviors and thus improve the tool or service addressed to them.

This principle of defining a user path can be found in many projects. Here are some of my references:

Consider users emotions to add value to your product or service

In considering users #emotions in designing, your product or service can truly meet the needs and expectations of its users and so ensure its success or its add value.

For further more on intelligences, I recommend reading the special issue of the magazine "Sciences Humaines" n°345.