Stop Sprinkling Emotion, Start Creating Magic and Meaning

Posted by Amanda O'Grady |09 Jun 15 |

June 9, 2015

I love Zappos. My UPS driver and I are friends and I feel no shame in ordering several shoe options—often in multiple sizes. When I think about why I feel deeply loyal, why Zappos makes me smile, and why I use their app as often as I do, it’s not because of the caped squirrel that carries my selections into my shopping cart.

Zappos squirrel

Maybe the squirrel gives me a deeper sense of Zappos’ personality, but my delight as a customer comes from free overnight shipping, a massive selection of shoes, and VIP treatment without judgment when I return a lot of what I order. Truly meaningful emotional connection requires more than a sprinkling of emotional delighters.

Zappos isn’t the only site peppering their…read more
By Amanda O’Grady


Designing with Emotion Means Being Brave

Posted by Amanda O'Grady |15 Jul 15 |

July 15, 2015

Emotional connections are two-way streets. Evoking real and meaningful emotion from our customers requires that we, as designers, bring real and meaningful emotion to the table too.

I work for Intuit, where we’re making emotional connections with our customers a top priority. In an earlier article, I talked about the need to establish a deeper emotional connection to create Magical and Meaningful experiences. Understanding what delight feels like and the supporting principles to design for delight is a big step forward, but it’s not enough. Getting Magic and Meaning from our hearts into our customers’ hands means changing the way we work, the way we share ideas, and the way we define success. That type of change requires bravery.

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By Amanda O’Grady