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
Amanda O'Grady

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