Design is a way of life, a point of view. It involves the whole complex of visual communications: talent, creative ability, manual skill, and technical knowledge. Aesthetics and economics, technology and psychology are intrinsically related to the process

We were all taught (or have learnt) that there are two parts to experience: ‘What do users need to do?’ (Pragmatism) and how do users want to feel?’ (Hedonism). This UX balancing act is no longer in in a state of equilibrium: smart fridges will soon re-order our food but we’re losing the motivation to leave the house. Against an avalanche of pragmatic UX advice, this post defines a new path, a path that delivers less, but with feeling.

Out of balance

We know how to improve the pragmatic characteristics of an experience (simplicity, purpose, usability, functionality), but we need to do more. MVPs have been re-labelled MVaPs (Minimum Valuable Products); MLPs (Minimum Lovable Products) and SLCs (Simple, Lovable, Complete) but usually ‘Lovable’ just refers to ‘elegant/simple UX’ and/or ‘fun/ beautiful design’, or worse: more pragmatic utility. What’s holding us back from contending with love and hedonism directly?

Seeing things differently

We can start to understand the hedonistic mapping real emotion. Imagining emotional states is poor substitute. A great of mapping real emotions is to conduct more anticipatory research (pre-experience research). In this way we can map our.

Hedonistic states: their needs, motivations, predispositions, expectations and mood. Start each project with a thorough research phase: create a real user journey that is based on interviews/studies with users.