The challenge beyond conversions
Nourish, nurture, help, grow—these are the aims of countless campaigns, digital or otherwise. Beyond driving conversions and boosting metrics, a deeper challenge emerges in every UX strategy: choosing the right tools and topics. Service designers must ask: what truly feeds the user? Innovative service design is the key to crafting superior digital customer experiences and improving engagement.
What is the right food for the user?
Effective user experience strategies hinge on emotional insight. Reality isn’t fixed—it’s a subjective perception of need, often unconscious and unique to each person. Every interaction, intentional or not, triggers a response—rational or emotional. If reality is personal, emotional design must nourish users with meaning, shaping behaviors throughout the customer journey.
What, for example?
- Surprise: Novelty and suspense spark engagement in welcome flows, product launches, and re-engagement campaigns.
- Dream: Escapist storytelling evokes wonder, especially in brand experience design and loyalty-building.
- Game: Gamification and play enhance onboarding, renewals, and complex flows through interactive UX patterns.
- Tradition: Familiar visual cues and messaging foster trust in service continuity and UX consistency.
- Savings: Promotions, loyalty systems, and smart upselling strategies tap into behavioral instincts.
What tools refine nurturing for the best customer experience?
Success in customer experience design starts with perception—not just problem-solving. To deliver high-impact journeys, service designers must use tools that decode user psychology and latent needs.
Visual Connexion, my original R&D project in UX research and service innovation, does exactly that. By deeply analyzing user perceptions and emotions, it uncovers critical insights that elevate the entire UX strategy.
Blending psychology and science, Visual Connexion refines emotional levers—surprise, tradition, or savings—into design strategies that resonate. This design approach ensures marketing and service flows align with emotional triggers, delivering measurable outcomes in both user experience and business impact.