How can you create emotionally resonant mobile experiences using user research?

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How can you create emotionally resonant mobile experiences using user research? This is a question that many mobile designers face, as they strive to design apps that engage, delight, and connect with users on a deeper level. In this article, we will explore some user research methods that can help you understand your users' emotions, needs, and motivations, and how to apply them to your mobile design process.

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Thomas Hallgren

UXD Mobile Product Design Consultant | Innovation | ex-Block.one | Dozens of Native-Mobile and Web-Responsive Apps |…

1 Emotions and mobile design

Why are emotions important for mobile design? Emotions are the driving force behind human behavior, decision making, and loyalty. They influence how users perceive, interact, and remember your app. Emotions can also affect your app's usability, accessibility, and desirability. Therefore, designing for emotions means creating mobile experiences that resonate with your users' feelings, values, and goals.

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Thomas Hallgren

UXD Mobile Product Design Consultant | Innovation | ex-Block.one | Dozens of Native-Mobile and Web-Responsive Apps | Financial Exchange | Health
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Users operating inside of emotions and feelings are frequently manipulated. I generally avoid projects that attempt to manipulate users emotions and feelings. You should too.

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2 User research methods for emotions

Discovering your users' emotions is possible through various user research methods. Surveys and interviews allow you to ask questions directly, or to infer them from answers. Observation and contextual inquiry enable you to observe users in their natural environment, and to understand how they use your app. Empathy mapping and personas help synthesize data and create visual representations of emotional profiles, such as pain points, goals, and emotions. All of these methods can provide valuable insight into your users' needs, preferences, expectations, characteristics, behaviors, and motivations.

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Thomas Hallgren

UXD Mobile Product Design Consultant | Innovation | ex-Block.one | Dozens of Native-Mobile and Web-Responsive Apps | Financial Exchange | Health
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Ethically, UX researchers and designers should avoid constructing flows and solutions that manipulate users by leveraging their feelings and emotions. Focus on ethical outcomes.

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3 Emotion-driven design principles

Using user research insights to design for emotions can be done by following some general design principles. For instance, aligning an app's purpose, tone, and aesthetics with users' emotional needs and values can create an emotionally resonant mobile experience. Additionally, providing users with positive feedback, rewards, and recognition is important. Reducing their cognitive load, stress, and anxiety is also key - use clear navigation, intuitive gestures, and helpful tips to simplify tasks. Finally, surprise and delight your users with unexpected features, humor, or personalization - Easter eggs, jokes, or recommendations can be used to entertain.

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4 Emotion testing and evaluation

To validate and improve your emotion-driven design solutions, there are various methods that can help you test and evaluate mobile experiences from an emotional perspective. Usability testing and heuristic evaluation measure app usability, accessibility, and desirability, while biometric and physiological measurements capture users' emotional reactions through facial expressions, eye movements, heart rate, or skin conductance. Additionally, sentiment analysis and emotion recognition analyze users' emotions based on their language, voice, or facial expressions with tools such as natural language processing, speech analysis, or computer vision. All of these methods require tools such as cameras, sensors, or wearable devices, or platforms such as Affectiva, iMotions, NeuroSky, IBM Watson, Amazon Comprehend, or Microsoft Azure.

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5 Emotion design examples

Are you looking for some ideas on how to incorporate emotion-driven mobile design into your app? There are several apps that have successfully leveraged emotional design elements into their mobile experiences. Headspace, for example, uses calming colors, soothing sounds, and friendly animations to help users practice mindfulness and meditation. Duolingo combines gamification, feedback, and personalization to make learning a new language enjoyable. Calm employs nature imagery, relaxing music, and storytelling to help people sleep better and reduce stress. Spotify uses mood-based playlists, recommendations, and social features to enable users to discover and enjoy music. Snapchat offers filters, stickers, and lenses to allow users to express themselves and communicate with friends.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create emotionally resonant mobile experiences using user research?

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2

3

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1 Emotions and mobile design

2 User research methods for emotions

3 Emotion-driven design principles

4 Emotion testing and evaluation

5 Emotion design examples

6 Here’s what else to consider

Mobile Design

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How can you create emotionally resonant mobile experiences using user research?

1

2

3

4

5

6

1 Emotions and mobile design

2 User research methods for emotions

3 Emotion-driven design principles

4 Emotion testing and evaluation

5 Emotion design examples

6 Here’s what else to consider

Mobile Design

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