“Designing for emotions is key. It means intentionally creating within the individual – staging, orchestrating, choreographing all good verbs for it – a response that triggers feelings beyond rationality. It is certainly an art form today, but the first step toward making it a science is identifying and understanding what emotions current offerings trigger, which is why I am very enamoured with the SusaGroup methodology.”

Joe Pine - Author of "The Experience Economy"

Lasting competitive advantage

Nowadays, when customers become more and more demanding and technological innovations only have a short lifespan, experience can be the key for generating differential advantage. This perspective can be applied to products, services, physical environments or brand identities. Once you understand the emotional drivers of your customers, you can improve your product or service accordingly!

Introduction to 'design for emotion'

This workshop engages you in a hands-on ‘design for emotion’ experience. By introducing our systematic approach to create concepts (products, services, interactions, etc.) that deliberately elicit predefined emotional responses, the workshop aims to facilitate a shift from an implicit to an explicit, structured and manageable perspective on consumer emotions in conceptual design processes.

Based on personal experiences, you will first explore universal principles in how emotions are elicited, using structures drawn from recent emotion theory. In the second stage, you will employ their newly drawn insights in a design application.

The workshop includes bite size pieces of theory plus various practical exercises to let you apply the theory and experience the process yourself.


The workshop is very suitable for marketers, design researchers, branding professionals, designers, UX / interaction designers and anybody involved in innovation/ design processes and product/ service development.