Emotions in design process. How to find an emotional touchpoint with the user

Nargis Guseynova
Aalto University School of Science, International Design Business Management, Finland

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Ingår i: ServDes.2012 Conference Proceedings Co-Creating Services; The 3rd Service Design and Service Innovation Conference; 8-10 February; Espoo; Finland

Linköping Electronic Conference Proceedings 67:9, s. 77-82

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Publicerad: 2013-10-16

ISBN: 978-91-7519-482-0

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


The main aim of this paper is to discuss the importance of the emotional connection between the designer and the user in user - centered design process.

In order to find an inspiration; enjoy the process of creating product/service; designers should find a way to people’s minds and hearts. Different principles could be applied when dealing with the emotional state of users and designers: ethnographic approach reveals an understanding of the users by exploring their natural environment; empathy helps designers to understand how it feels like to be the user; share the same thoughts and feelings; and participatory approach brings users and designers at the same table to share their personal experience and find an important touch points through the enjoyable process of co-creation.

In this paper principles listed above will be discussed as well as their practical implementation based on the case “Design and Psychiatric Care”.


Emotions; ethnography; participatory design; empathy; psychiatric care


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