Tim Mehta – Seattle Interactive Conference – “Ah Damnit! Why Frustration is the Most Important Emotion in UX”
Marketers and UX Professionals have been talking about evoking emotion in their content for years. Humor, inspiration, love, shock, the list goes on. Although, they are forgetting about the most important emotion: Frustration. If you ignore frustration, none of the emotions you want your users to feel will make it through. Sometimes it’s actually better to have as little emotion as possible in your experiences.
In his talk at the 2019 Seattle Interactive Conference, Senior Optimization Strategist Tim Metha exposed the common practices that brands are getting wrong, some heuristics on how you can identify frustration in your experiences, and the right way to use emotion in your content to engage with your users.