Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions.” Don Norman “Everything has a personality: everything sends an emotional signal. Norman believes that good emotional design works on three levels: visceral, behavioural and reflective. At almost twenty years later, the concepts still remain relevant.

In this article, we will discuss how emotional design plays a key factor in Spotify’s iconic, personalised experience, and what we can learn from it.ĭon Norman, often credited as the father of UX, coined the term ‘Emotional Design’ in his book, Emotional Design: Why We Love (or Hate) Everyday Things in 2003. So it is clear to see how important it is to provide fresh, personalised, regular content to customers. One of the main reasons why most app users churn within just 90 days is due to disengagement.

Personalisation results in an emotional user experience, which is key to driving app engagement. Spotify utilises positive emotional triggers throughout their product to delight users, like their custom mixes based on a user’s recently listened-to tracks. Something that stands out in particular about Spotify’s overall experience is its focus on personalisation, which can be drawn from a practice called Emotional Design. Spotify’s subscriber base has increased dramatically in the last few years and has more than doubled since early 2017. In fact, Statistic states that as of the first quarter of 2022, Spotify had 182 million premium subscribers worldwide, up from 158 million in the corresponding quarter of 2021. One particular app that myself and many others use to cater to our music-streaming and podcast-binging needs is Spotify. Curiously, I checked my own phone – which somehow holds 148 apps, with only 10 being used only a daily basis. On average, each smartphone user has 80+ apps on their phone, but only really launch around 9 apps per day. This is a list of a few of our favourites projects.īy Jasmine Bilham Published on May 22, 2022 Our case studies We’re grateful to have the chance to work with a range of companies, from stratups to corporate, from different industries.Product Execution™️ Product Design & Web Development.Brand Elevation™️ Brand Definition & Position.Idea to Vision™️ Product Validation & Strategy.

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