In 2022, a banking app in Malaysia noticed something strange:
Users would reach the final page of opening an account…
and then freeze before the last step.
Technical issue?
Wrong copy?
Complex UI?
None of the above.
📌 People were anxious about making a financial commitment.
A single emotionally supportive line —
“You can always change this later”
— increased completions by 29% overnight.
They didn’t redesign the flow.
They redesigned how people feel.
UX is not just experience design —
it’s emotion design.
When we design for human feelings,
we design for success.
Creativity = Repetition of Courage
Innovation isn’t lightning.
It’s persistence.
- Teams who innovate consistently:
- Question default answers
- Learn from failed attempts
- Share half-formed ideas
- Stay curious longer than comfortable
Magic is made by those who keep trying new.
The 5 Emotional Drivers in UX
(With simple examples)
Confidence
“Am I doing the right thing?”
Clear guidance removes hesitation
Example:
Progress bars and success checkmarks
Control
“Can I undo this?”
Freedom lowers anxiety
Example:
Undo buttons, retries, clear exits
Belonging
“People like me use this”
Inclusion builds adoption
Example:
Community presence, relatable visuals
Joy
“This feels great!”
Positive micro-moments drive habit
Example:
Subtle haptics, delightful micro-animations
Trust
“Is this safe?”
Essential for payments, datahabit
Example:
Security badges, transparency messages
Emotionally Blind UX = Lost Growth
| UX Miss | Emotional Reaction |
|---|---|
| Ambiguous steps | Fear |
| Too much info | Stress |
| No feedback | Confusion |
| Forced commitments | Resistance |
| Robotic tone | Detachment |
If users don’t feel good → they don’t convert.
Creativity = Repetition of Courage
Innovation isn’t lightning.
It’s persistence.
- Teams who innovate consistently:
- Question default answers
- Learn from failed attempts
- Share half-formed ideas
- Stay curious longer than comfortable
Magic is made by those who keep trying new.
Case Study
Emotional UX Unlocked Adoption
Client
-
RideNest Mobility — Brazil
(Micro-mobility & scooter rentals)
Challenge
- Anxiety during the payment + ID verification caused high drop-offs
ODW Emotion-Led Fixes
- Friendly tone at sensitive points
- “You can review before confirming” reassurance
- Safety badges with simple icons
- Animated visual success cues
- Microcopy like “This takes less than 30 seconds!”
9-Week Results
| KPI | Improvement |
|---|---|
| Completed signups | +36% |
| First rental conversions | +44% |
| Support ticket queries | –22% |
| App trust score | Strong jump |
They didn’t change functionality.
They changed feelings.
Final Thought
Users don’t remember the flows.
They remember how the flow made them feel.
Emotion drives:
Trust
Completion
Loyalty
Advocacy
- sales@odw.rocks
- +91 9312342222
