Digital Product Design: Understanding Emotional Design

Jake + Garron, Product Designers @ Intuit & Facebook

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7 Lessons (14m)
    • 1. Introduction & Why Emotional Design?

    • 2. Project Introduction

    • 3. Storyboards & Journey Lines

    • 4. "Ownable Moments"

    • 5. Design Techniques to Create Emotional Experiences

    • 6. Real World Examples of Emotional Design

    • 7. Project Demonstration


Project Description

Design an emotionally compelling experience


For your project, you will use our emotional design principles to improve an app or experience. Feel free to use the product or app that you are currently working on or choose from one of these:

  1. Venmo (or another banking app)
  2. Spotify (or another music app)
  3. Strava (or another fitness app)

You will compile a journey line for your chosen product, identify a key ownable moment and the emotions tied to it as well as create concepts of how to inject emotional design into that moment.

Also, attached is a PDF worksheet to help you through the three steps. Feel free to use that as a way to organize your thoughts. You can either stop there, or for you overachievers, you can wireframe or prototype your emotional experience.


  1. Draw a journey line for the app or product of your choice. Identify and describe all of the highs and lows
  2. Choose one of those moments on the journey line, write it out, and list all the emotions the user might be feeling
  3. Redesign this ownable moment using the design techniques described in the course. Feel free to design a single screen or an entire flow.

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