Emotional design analysis
Analysis of emotional design will help to answer the questions of what prevents or helps the customer feel comfortable using the online store, are there moments in the service that help to create mutual trust and the intention of a long-term partnership.
It is very important to understand what kind of experience you have been developing in the web store and mobile app and what kind of emotions (satisfaction or fear, annoyance or interest, trust or doubts) you are bringing to the customers.
How do we perform the analysis of the current state of the emotional design of the online store?
We do the analysis of e-grocery services, using 40 parameters of three levels of emotional design: Basic, Functional, and Conscious.
It is being performed according to the science-based methodology developed by digital customer experience studio “Pulse”, including world known —
- the basis of the concept of emotional design by Don Norman,
- heuristics of Jacob Nielsen (Nielsen Norman Group),
- Aaron Walter’s “user needs pyramid”.
We adapted all the knowledge to a practical checklist and do an analysis of every online store. E-grocery is a very delicate area and all the touchpoints with customers should be created with a lot of care.
At a Basic level
the service has to meet the needs of customers for reliability, security, and also overcome the barriers that customers have when they are buying groceries online: the inability to check the food, doubts about freshness and quality.
The Functional level
- shows the ease and convenience of e-grocery store functionality during usage,
- brings clarity of communication between the web store/mobile app and customers,
- gives freedom of action to the customer and the ability to control the process.
The Conscious level
assumes that the interaction of the customer with the e-grocery store brings a sense of satisfaction. At this level, long-term relationships are being built — customers trust their partner and become adopters and advocates of the e-grocery store and brand itself.
About e-grocery rating Portugal 2022
About Customer Journey Map Audit
