Why now is the time to combine data-driven and Emotion-Driven Design

The first article in a series on emotions and user experience

This series explores the foundations of emotion, how it shapes human behaviour and decision-making and how we can work with it thoughtfully and ethically in UX.

This is not just a philosophical reflection. Combining data-driven and emotion-driven design has become essential in today’s digital landscape. This article looks at four reasons why.

Think about the last time an app or website made you feel something. Maybe Spotify’s Discover Weekly playlist made you feel understood. Or perhaps a booking site frustrated you with unexpected fees at checkout.

Emotions shape our decisions, influence our relationships and give meaning to our lives—including our digital ones.

In UX, emotions are receiving more attention. For centuries, science treated logic and reason as the primary drivers of human behaviour, while emotions were often dismissed as messy and difficult to measure. That mindset influenced the way digital experiences were designed: emotional needs were often treated as an afterthought or a “nice to have”.

We are entering a different era—one shaped by emotion, relationships and authenticity. Emotions are central to how we design, create and connect.

Emotional design itself is not a new idea. Pioneers such as Hartmut Esslinger of Frog Design have championed the principle that “form follows emotion” for decades. What has changed is the urgency.

Designing for emotion goes beyond adding attractive visuals or moments of delight to a user flow. It is also about more than making people feel “happy” or “satisfied”. It means creating meaningful, lasting connections in an increasingly crowded and competitive digital world.

Foto von Helena Lopes: https://www.pexels.com/de-de/foto/mann-smartphone-laptop-internet-27086290/

What has changed? Artificial intelligence

AI is transforming the way we interact with technology. It can provide vast amounts of data and help us make predictions, but it does not inherently understand human emotion. That is where designers, researchers and creators have an important role to play.

Here are four reasons why bringing data and emotion together is increasingly important to the future of digital products.

1. Information is abundant; meaningful experiences stand out

I grew up in the 1990s, so I remember being amazed by how much information the internet could provide. Those days are long gone. Knowledge is now so readily available that we barely think twice about having it at our fingertips.

People still need information. They also seek connection, stories and experiences that feel meaningful.

Imagine using an online travel platform to plan a trip to Venice. A typical platform might show you the cheapest flights and hotels. That is useful, but it may not feel particularly personal.

Now imagine a platform that asks, “What kind of trip are you dreaming of?”

If you are looking for romance, it might suggest a gondola ride at sunset and cosy restaurants along the canals. If you love history, it could point you towards lesser-known landmarks and museums. If you are seeking adventure, it might help you find quiet side streets or local spots away from the crowds.

Instead of simply selling a ticket, the platform helps make the planning experience feel tailored to you. You are not just a customer; you are at the centre of your own trip.

That is one way brands can stand out. By creating emotional connections, they can build experiences people remember and trust.

2. The “sea of sameness” in product design

If you have used a few apps recently, you may have noticed how similar many of them look and feel. This is partly because designers follow established usability guidelines. Those guidelines support consistency, but products can end up blending together.

Many best practices make products intuitive. At the same time, they can contribute to a “sea of sameness”. The products we remember often offer something more: a playful animation, a thoughtful message or a feature that feels as if it was designed with us in mind.

Emotion-driven design gives products room for personality. It can help brands create experiences that feel distinctive and memorable. Function matters and so do connection and authenticity.

3. Emotion makes experiences more memorable

Research on memory has consistently found that emotional experiences can be more memorable than neutral ones. The amygdala, a brain region involved in emotional processing, plays an important role in how emotional experiences are encoded and retained.

For designers, this has practical implications. When a product evokes an emotional response—joy, surprise or even nostalgia—people may be more likely to remember the interaction. That memory can contribute to a lasting relationship with the brand.

Duolingo is one example. Its playful animations and encouraging reminders, such as “Don’t give up—you’re doing great!”, add an emotional dimension to the learning experience and can motivate users to keep going.

4. Users are more alert to manipulation and dark patterns

Over the years, I have noticed a shift in how people interact with digital products. Some users act impulsively and are more vulnerable to tactics designed to exploit immediate gratification. At the same time, more people are becoming aware of their own behaviour and are developing stronger expectations around emotional intelligence and ethics in the products they use.

This shift is accompanied by greater awareness of manipulative design tactics, commonly known as dark patterns. These tactics exploit cognitive biases to steer people towards actions they did not intend to take, such as signing up for a subscription by mistake or overlooking hidden charges.

They may produce short-term gains. Over time, however, they can lead to dissatisfaction, damaged trust and unhealthy dependence on digital products.

Today’s users increasingly value transparency, authenticity and respect. They are quicker to recognise exploitative practices and more willing to hold brands accountable. For designers, this points towards a future built on ethical, emotionally intelligent experiences.

Ethical design is a moral responsibility and a practical one. Tactics that exploit dopamine-driven responses can alienate users and contribute to dissatisfaction. Dr Anna Lembke, an expert in addiction medicine, has observed:

“Despite endless sources of entertainment at our fingertips, the data indicates that we’re becoming increasingly unhappy.”

This paradox invites all of us—not only designers—to step back and ask: What kind of world are we building?

Businesses can respond by creating digital experiences that genuinely support people, both mentally and emotionally. A product does not need to be therapeutic to treat people with care. But teams should ask whether they are trying to build a lasting relationship with users—or simply secure one purchase by exploiting sensitive reward systems and people’s emotional and cognitive vulnerabilities.

Thoughtful interactions can help build trust. Instead of pressuring people with messages such as “Book now before it’s too late!”, a brand could say:

“Take your time. We’ll save your preferences for you.”

It is a small example, but this kind of approach respects people’s wellbeing and can support trust over time. Bringing emotional intelligence into design helps ensure technology serves people, including their mental health.

Growing awareness of dark patterns creates an opportunity. Designers and researchers can help shape a digital landscape that supports emotional growth, encourages meaningful connection and rejects manipulation. We can create technology that inspires, respects and genuinely serves its users.

A side note: I know this can sound idealistic, even a little like a fairy tale. Yet we can already see changes in user behaviour. People are demanding better experiences, calling out exploitative practices and choosing brands that align with their values.

That outlook is idealistic, but it is grounded in observable trends. And there will always be a darker side: digital products competing for people’s attention, emotions, time and money.

Conclusion

The “Age of Heart Frequency” is more than a catchy phrase. It points to a shift in how we think about design: emotional intelligence is becoming essential.

In a world increasingly shaped by AI, human understanding is a competitive advantage. Data can help us predict what people might do. Understanding emotion and cognition can help explain why they do it—and how to build meaningful connections that last.

As designers, researchers and psychologists, our responsibility extends beyond usability. We shape experiences that influence how people interact with the digital world and, in turn, with one another.

We can design for efficiency and joy, for functionality and trust and for retention that respects people.

Data and emotion work together to help us understand users more fully. They allow us to create experiences that are both insightful and empathetic. This is how products can stand out in a crowded digital landscape—and how technology can serve people rather than exploit them.

The question is not whether emotion-driven design matters. The question is whether we can afford to ignore it. The digital products that lead in the coming decade will be those that value authenticity, connection and ethical engagement. When you design with emotional intelligence, you are building more than a product. You are building a relationship.

So here is the challenge: will you create shallow interactions or meaningful experiences? Will you chase quick wins or invest in trust? The answers will shape both your work and the legacy you leave in the digital world.

I have decided to help shape a world where digital products make people feel seen, understood, valued and respected. Anything less feels wrong to me. I want to help create emotionally intelligent products that connect with people without exploiting vulnerable emotional states or taking shortcuts through our cognitive processes. I hope you’ll join me.

Further reading

Here are a few books and papers for exploring the topic further. With AI at your fingertips, finding more information takes seconds. I am sharing these recommendations with humility and an open heart. I hope you enjoyed this first article in my series on emotions and human-computer interaction. It was not the easiest piece to write and I am proud to have finished it.

Thank you for reading. I hope it resonated with you.

• Book: Emotional Design: Why We Love (or Hate) Everyday Things by Donald A. Norman

• Book: Hooked: How to Build Habit-Forming Products by Nir Eyal

• Research paper: “The Role of Emotions in Human-Computer Interaction” (2002), a foundational paper on how emotions influence digital interactions

• Research paper: Tang, L., Yuan, P., & Zhang, D. (2023). “Emotional Experience during Human-Computer Interaction: A Survey.” International Journal of Human–Computer Interaction, 40(8), 1845–1855. https://doi.org/10.1080/10447318.2023.2259710

In the second article, I’ll explore seven principles of Emotion-Driven Design (EDD) that can change how you understand users’ emotions. I’ll share the key ideas behind each principle and practical examples of how to apply them ethically in digital products.