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Provocation Can Lead to Emotional Design

Posted by John Caldwell |13 Aug 15 |

August 13, 2015

Years ago I loaded all my belongings into my tiny sports car and prepared to head for Los Angeles. A close friend asked me why I wanted to l leave Northern California, where I had a good job, good friends, and a nice place to live.

“It’s all too comfortable here,” I told him. “In L.A., I’ll start a new adventure, I’ll meet new people, with new ideas and new opportunities.”

And I did. Shortly after settling in Los Angeles I launched a career in journalism, followed by an exciting new career in UX design. But to be honest, it was a terrifying move.

It’s scary to abandon the safety of what already works. And that’s true for many UX writers and designers. We tend to produce in ruts because ruts are comfortable. But we need aspirational thinking and new ways of doing things to create delightful experiences that build lasting relationships with our customers—and these things are seldom born out of comfort.

As a content strategist for TurboTax, I’m convinced that…read more
By John Caldwell