The Impact of Emotional Design on Customer Journey Mapping

By Aleksandr Anisin (aaanisin@edu.hse.ru)

In the rapidly evolving landscape of global business, the pursuit of customer satisfaction and loyalty has become more competitive than ever. Companies are increasingly recognizing that providing high-quality products or services is no longer sufficient to secure a competitive advantage. Instead, the emphasis has shifted toward creating meaningful and memorable customer experiences that foster emotional connections with the brand. This shift underscores the growing importance of emotional design—a design philosophy that prioritizes the emotional responses elicited by products and services to enhance user satisfaction and engagement [1].

Emotional design extends beyond aesthetics — it delves into the psychological and emotional states of users, aiming to evoke positive feelings that influence behaviuor and perception [2]. By tapping into emotions such as joy, trust, surprise, and even nostalgia, businesses can create experiences that resonate on a deeper level, thereby differentiating themselves in a crowded marketplace. This approach is particularly relevant in the context of customer journey mapping, a strategic tool used to visualise and analyse the end-to-end experience a customer has with a brand [3].

Customer journey mapping involves charting every interaction a customer has with a company, from initial awareness to post-purchase support. It provides a holistic view of the customer’s experience, identifying critical touchpoints where customer interactions occur [3]. By understanding these touchpoints, organizations can identify pain points and opportunities for enhancement, ultimately aiming to improve customer satisfaction and loyalty.

A Customer Journey Map (CJM) overview visualizes customer interactions with a brand across stages: Awareness, Consideration, Purchase, Retention, and Advocacy. It highlights customer goals, actions, emotions, and pain points at each stage, showing where to improve experiences. Key elements include customer personas, touchpoints, and emotional journey. CJMs boost customer-centricity, cross-functional collaboration, and loyalty by identifying areas to streamline and enhance the journey for optimal satisfaction. [15]

Example of CJM is as follows:

Figure 1 - Example of Customer Journey Map

This study employs a qualitative research approach to investigate the impact of emotional design on customer journey mapping. The methodology focuses on a multiple case study analysis of selected companies renowned for integrating emotional design into their customer experiences.

An exploratory case study design was chosen to gain in-depth insights into how emotional design principles are applied across different stages of the customer journey. This approach allows for a comprehensive understanding of real-world applications and the outcomes associated with integrating emotional design into customer journey mapping.

The companies selected for analysis were chosen based on the following criteria:

• Excellence in Customer Experience: Companies recognized for outstanding customer experiences in their respective industries.
• Application of Emotional Design: Evidence of deliberate implementation of emotional design principles in their customer interactions.
• Availability of Information: Accessibility of sufficient public data regarding their customer journey strategies and practices.

The companies analyzed include:

1. Apple Inc.: Known for its exceptional product design and strong emotional connection with customers.
2. Airbnb: Noted for creating personalized and emotionally engaging experiences for users.
3. Starbucks: Recognized for its focus on creating a welcoming atmosphere and fostering customer loyalty through emotional engagement.

The analysis revealed significant insights into how emotional design impacts customer journey mapping. The findings are organized thematically to highlight the key strategies employed by each company and the outcomes associated with integrating emotional design principles into their customer experiences.

Apple Inc.

Apple emphasizes minimalist and aesthetically pleasing product design that evokes feelings of elegance and sophistication [1]. The unboxing experience elicits excitement and anticipation, contributing to a memorable first impression. Apple Stores are designed to be open, inviting spaces that encourage exploration and interaction [5]. The Genius Bar offers personalized support, making customers feel valued [6].

Airbnb

Airbnb’s platform utilizes intuitive navigation and personalized recommendations, fostering a sense of belonging and adventure [7]. High-resolution images and stories from hosts and guests create emotional connections. The booking process is seamless and transparent, enhancing feelings of safety and reliability.

Starbucks

Starbucks creates a “third place” between home and work where customers can relax [9]. Ambient lighting, comfortable seating, and curated music contribute to a cozy environment. The company communicates its brand values, such as ethical sourcing, resonating emotionally with customers who share similar values [11].

The integration of emotional design into the customer journey has led to enhanced customer satisfaction and loyalty:

• Increased Customer Engagement: Positive emotional experiences encourage customers to spend more time with the brand. Apple’s engaging store design leads to longer customer interactions [5].
• Higher Customer Satisfaction Scores: Emotionally engaging experiences contribute to higher satisfaction ratings. Starbucks consistently ranks high in customer satisfaction surveys [12].
• Repeat Business and Brand Loyalty: Emotional connections lead to repeat purchases. Airbnb enjoys a high rate of returning customers due to its emotionally resonant experiences [7].

Key findings include:

• Holistic Approach: Successful companies integrate emotional design at every stage of the customer journey.
• Customer-Centric Mindset: Understanding customer emotions is crucial. Companies invest in research to comprehend emotional drivers.
• Innovation and Adaptability: Continuous innovation keeps the customer experience fresh, catering to evolving preferences.

Table 1: Emotional Design Strategies and Impacts

Based on the research conducted, the following insights were identified:

1. The integration of emotional design into customer journey mapping has been shown to positively influence customer satisfaction and loyalty

• Emotional Engagement Leads to Satisfaction: When customers experience positive emotions during their interactions with a brand, their overall satisfaction increases. This is consistent with Desmet’s assertion that emotions significantly impact how customers interpret and value their experiences [2].
• Loyalty Through Emotional Bonds: Emotional connections encourage customers to develop a sense of loyalty. They are more likely to return to a brand that resonates with them on a personal level. The high rate of returning customers at Airbnb and Starbucks exemplifies this effect [7][10].

2. By embedding emotional design into the customer journey, companies can achieve a competitive edge

This means:

• Distinctive Brand Identity: Emotional design helps create a unique brand identity that stands out. Apple’s focus on sleek design and user experience differentiates it from competitors, allowing it to command a significant market share despite higher prices [1].
• Premium Pricing: Customers are willing to pay more for products and services that provide emotional value. Starbucks’ success in charging premium prices is attributed to the emotionally satisfying experience it offers beyond just coffee [9].
• Resilience Against Competitors: Emotional bonds are harder for competitors to replicate compared to functional features. This resilience strengthens a company’s market position. Airbnb’s community-centric model sets it apart in the hospitality industry [8].

The findings provide substantial evidence supporting the thesis that integrating emotional design into each stage of the customer journey enhances customer satisfaction and loyalty. In terms of companies considered in this essay:

• Apple Inc. utilizes design to elicit excitement and sophistication, fostering long-term loyalty [1].
• Airbnb cultivates a sense of belonging and trust, encouraging repeat usage and advocacy [7].
• Starbucks offers a welcoming ambiance, contributing to customer retention and premium pricing willingness [9].

This study underscores the significant impact of emotional design on customer journey mapping. By integrating emotional design principles into each stage of the customer journey, companies can enhance customer satisfaction, strengthen brand loyalty, and gain a competitive edge in today’s consumer-centric market.

The case studies of Apple Inc., Airbnb, and Starbucks illustrate how deliberate emotional design strategies lead to:

• Enhanced Customer Experiences: Addressing emotional needs creates deeper connections, resulting in higher satisfaction and engagement.
• Increased Loyalty and Advocacy: Emotional bonds encourage repeat business and transform customers into brand advocates.
• Competitive Differentiation: Emotional design differentiates brands in saturated markets, allowing them to command premium pricing and establish resilience against competitors.

However, implementing emotional design presents challenges, such as ensuring consistency across touchpoints and accounting for cultural differences [13]. Companies must adopt a strategic approach that includes:

• Customer Research: Investing in understanding the emotional drivers of their target audience.
• Holistic Integration: Applying emotional design consistently across all customer interactions.
• Measurement Tools: Developing methods to assess emotional impact effectively.

In conclusion, emotional design significantly influences customer journey mapping by enriching customer experiences and fostering lasting relationships. Businesses that strategically integrate emotional design are better positioned to meet the complex demands of modern consumers, ultimately achieving sustained success in a competitive marketplace.

[1] D.A. Norman, Emotional Design: Why We Love (or Hate) Everyday Things. Basic Books, 2004.

[2] P.M.A. Desmet, “A multilayered model of product emotions,” The Design Journal, vol. 6, no. 2, pp. 4-13, 2003. https://doi.org/10.2752/146069203789355480

[3] A. Richardson, “Using customer journey maps to improve customer experience,” Harvard Business Review, 2010. https://hbr.org/2010/11/using-customer-journey-maps-to

[5] J. Ive, “The role of design at Apple,” Harvard Business Review, 2013.

[6] Apple Inc., “Apple Retail Store - Genius Bar,” 2020. https://www.apple.com/retail/geniusbar/

[7] Airbnb, “Belong Anywhere: Creating a Sense of Home,” 2019. https://press.airbnb.com/

[9] Starbucks Corporation, “Creating the Starbucks Experience,” 2018. https://stories.starbucks.com/

[11] Starbucks Corporation, “Ethical Sourcing and Community Involvement,” 2019.

[12] ACSI, “ACSI Restaurant Report 2018,” American Customer Satisfaction Index, 2018.

[13] N. Mesko, “Cultural Considerations in Global Emotional Design,” International Design Conference, 2017.

[14] B. Schmitt, “Experiential marketing,” Journal of Marketing Management, vol. 15, no. 1-3, pp. 53-67, 1999.

[15] ChatGPT 4o, Brief CJM Overview, https://chatgpt.example.com