Emotional Design — How to Make Products People Will Love

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How This Course Will Transform Your Career

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In This Course, You'll

Get excited as you discover the secret to creating unforgettable products people love! Studies show that 95% of our purchasing decisions are emotional. Emotional design turns functionality into connection and products people want more of. Your favorite pen probably isn't the smoothest or fanciest, yet you chose it every time. Why? Because it's not just a pen. There's a connection, a feeling, and a story. That's what separates iconic products from mediocre ones. You don't have to start from scratch. You'll build on your existing human skills like empathy, intuition, and storytelling. Designing products that resonate deeply with people is a timeless, human-centered skill that AI can never replace.
Make yourself invaluable with design skills that tap directly into emotional decision-making. People naturally recommend and repeatedly use products that make them feel good. With your new emotional design skills, you'll effortlessly inspire action, build loyalty, and increase engagement, conversions, and retention. Whether you're a designer, marketer, or leader, this course gives you a timeless skill set to amplify your impact in any role.
Gain confidence and credibility as you master the hidden emotional triggers that make people fall in love with products. It's easier than you think, even if you're completely new to design. Use downloadable templates like the Hierarchy of User Experience (UX) Needs and the 5 Principles of Humanity-Centered Design to fast-track your learning. Directly apply Don Norman's three levels of emotional design—visceral, behavioral, and reflective—to create irresistible products. Leverage tools like Maslow's Hierarchy of Needs and the Triune Brain model to design experiences that win hearts and minds every time.

It's Easy to Fast-Track Your Career with the World's Best Experts

Master complex skills effortlessly with proven best practices and toolkits directly from the world's top design experts. Meet your expert for this course:

Alan Dix: Author of the bestselling book “Human-Computer Interaction” and Director of the Computational Foundry at Swansea University.

Gain an Industry-Recognized UX Course Certificate

Use your industry-recognized Course Certificate on your resume, CV, LinkedIn profile or your website.

Our courses and Course Certificates are trusted by these industry leaders:

Our clients: IBM, HP, Adobe, GE, Accenture, Allianz, Phillips, Deezer, Capgemin, Mcafee, SAP, Telenor, Cigna, British Parliament, State of New York

Why Learn Emotional Design?

Emotional Design falls under the umbrella term of User Experience (UX) design. UX design is your fast-track to a meaningful, secure, and rewarding career.

Worried You'll Lose Your Job to AI? UX Design Skills Make You AI-Proof

UX design builds on your core human strengths, such as emotional intelligence, deep human understanding, critical thinking, intuition, and imagination.

AI can't replicate your uniquely human ability to design for real emotions and needs such as joy, comfort, curiosity, safety, and a sense of belonging. These deeply human insights are your superpowers. With UX design skills, you'll turn them into products and experiences people truly love. You become irreplaceable, confident and in demand.

And yes, we'll also show you how to use AI to accelerate your results.

Feeling Stuck in the 9–5? Design Your Freedom

Tired of feeling undervalued, anxious, or trapped in your career? UX design skills open doors to freedom, flexibility, remote work, and a career you're excited about—without starting from scratch.

Stop wondering if you could be more. Start realizing your full potential today.

UX Design is Booming: Accelerate Your Career to Higher Salaries and Impact Across All Jobs and Industries

Salaries for people with design skills are soaring, often surpassing $200K in cities like San Francisco, and job growth is strong (13% globally). Why? Because companies thrive when their users are happy. Companies that invest in great design outperform the S&P 500 Index by a whopping 228%.

Design a Life You Love

Great design is all about helping people meet their needs and achieve their goals through intuitive, meaningful, and delightful experiences. Skills in design will empower you to create experiences and products that make people's lives easier and more fulfilling. And when people love what you create, your business thrives, and your salary potential grows. You get the ultimate double win:

You'll feel deeply fulfilled by designing experiences and products people love.

You'll be financially rewarded for your real-world impact.

Practical Info

Price: Free for Members

Take as many courses as you want for a flat fee.
Self-Paced Online Course with No Deadlines

Never miss a class or a deadline.
Permanent Access to Course Material

Access your course material for the entire duration of your membership.
Online Lessons with Optional Meetups

Take your online courses from anywhere. Join optional meetups in your city.
23 hours 6 mins over 7 weeks (Estimated)

No time limit to finish a course, take as much time as you need.
Grading by Experts, Not Machines

Experts grade your answers—that's why our Course Certificates are credible.
Learn on Any Device

Learn at the office, on your sofa and on the go.
Great Reviews

This course's content is rated 4.2 / 5 by students.

Course Overview: What You'll Master

Each week, one lesson becomes available.
There's no time limit to finish a course. Lessons have no deadlines.
Estimated learning time: 23 hours 6 mins spread over 7 weeks.

Lesson 0: Welcome and Introduction

Available once you start the course. Estimated time to complete: 1 hour 38 mins.

Lesson 1: What do we mean by 'Emotion'? An Introduction to Emotional Design

Available once you start the course. Estimated time to complete: 3 hours 0 mins.

Lesson 2: How Products Affect Us: Emotional Responses, Connections and Associations

Available once you start the course. Estimated time to complete: 2 hours 59 mins.

Lesson 3: Visceral, Behavioural and Reflective Design - Don Norman's Three Levels of Design

Available anytime after Sep 30, 2025. Estimated time to complete: 2 hours 51 mins.

Lesson 4: Affect and Design: Designing Positive Emotional Experiences

Available anytime after Oct 07, 2025. Estimated time to complete: 2 hours 29 mins.

Lesson 5: Maslow's Hierarchy of Needs: Helping Users "Self-Actualize"

Available anytime after Oct 14, 2025. Estimated time to complete: 3 hours 17 mins.

Lesson 6: The Triune Brain: Sorry, You Have to Please Three Brains, Not Just One

Available anytime after Oct 21, 2025. Estimated time to complete: 3 hours 29 mins.

Lesson 7: Emotional Design: Applying the Knowledge

Available anytime after Oct 28, 2025. Estimated time to complete: 3 hours 18 mins.

Lesson 8: Course Certificate, Final Networking, and Course Wrap-up

Available anytime after Oct 28, 2025. Estimated time to complete: 6 mins.

How Others Have Benefited

Maryna Revutska, Ukraine

“Good length of each lesson, and open end questions helped me to remember the information really well. I love the videos with Alan Dix — he explains everything nicely!”

Marlene P. Naicker, Netherlands

“The lessons are very thought provoking. Simple but complex - when you break them down.”

Emma Lundgren, Australia

“I really liked this lesson. It makes it more obvious that we as designers have a far wider responsibility than just designing the interactions. The experience of a product starts way before a customer uses it, and continues on for much longer after it has been put down. Cool!”

See other reviews

How It Works

Take online courses by industry experts

Lessons are self-paced so you'll never be late for class or miss a deadline.
Get a Course Certificate

Your answers are graded by experts, not machines. Get an industry-recognized Course Certificate to prove your skills.
Advance your career

Use your new skills in your existing job or to get a new job in UX design. Get help from our community.

Start Advancing Your Career Now

Join us to take “Emotional Design — How to Make Products People Will Love”. Take other courses at no additional cost. Make a concrete step forward in your career path today.

Advance my career now

Frequently Asked Questions

Why are design skills so important right now?

Design skills are incredibly valuable for both you personally and for your company.

For you personally, design skills are important because:

Salaries for people who learn design are soaring, surpassing $200K in cities like San Francisco, with global job growth rates at 13%.
Many of your job competitors already possess design skills. When you enhance your design skills you can significantly elevate your personal brand and make you a more attractive candidate.
You learn skills that protect you from losing your job to AI.
You can ignite your passion through design and leverage it to make a meaningful impact.

For your company, design skills are important because:

Your design skills can help increase sales, keep customers loyal, and turn them into powerful advocates of your company. That’s because design is all about helping people reach their goals and meet their needs.
Companies that invest in design outperform the S&P 500 Index by a whopping 228%.
Design goes way beyond creating attractive visuals and aesthetics. When you possess design skills you’re equipped to revolutionize businesses, make technology more user-friendly, and innovate customer experiences and systems.

I’m not a designer. Why should I learn design and tech?

Design and tech skills can make you an indispensable asset to your company and open up career opportunities.

For example, if you’re in a field such as:

Marketing, Communication and HR
Software Development
Customer Service
Business
Psychology
Project Management
Architecture
Content Creation
Healthcare
Teaching
And other fields

Why can design skills make you valuable in all these jobs and industries?

That’s because design skills are incredibly valuable for both you personally and for your company.

For you personally, design skills are important because:

Salaries for people who learn design are soaring, surpassing $200K in cities like San Francisco, with global job growth rates at 13%.
Many of your job competitors already possess design skills. When you enhance your design skills you can significantly elevate your personal brand and make you a more attractive candidate.
You learn skills that protect you from losing your job to AI.
You can ignite your passion through design and leverage it to make a meaningful impact.

For your company, design skills are important because:

Your design skills can help increase sales, keep customers loyal, and turn them into powerful advocates of your company. That’s because design is all about helping people reach their goals and meet their needs.
Companies that invest in design outperform the S&P 500 Index by a whopping 228%.
Design goes way beyond creating attractive visuals and aesthetics. When you possess design skills you’re equipped to revolutionize businesses, make technology more user-friendly, and innovate customer experiences and systems.

How can design skills protect me from losing my job to AI?

AI is killing jobs in all industries. Humanity has never faced such a powerful force, developing at an exponential speed.

You can protect yourself by learning design: You’ll use the very fabric of being human, like empathy and intuition. AI never can never replace that. These skills are timeless and will stay with you forever.

Design is centered on human needs and goals. That’s why you can protect your future with the power of human-centered design. Mastering these skills can shield you from AI-driven disruptions.

We’ll even teach you how to use AI as your career helper, not your terminator.

Who is this course for?

Whether you’re new to design and tech, or looking to skill up, this course will give you a comprehensive learning experience.

This course is right for you if:

You want to learn real-world design skills that are useful in any job and any industry.
You want to learn skills that protect you from losing your job to AI.
You’re tired of wasting time on influencers and want to learn from real experts.
You want actual career outcomes, like increasing your salary potential and job opportunities.
You want to build your credibility by getting credible evidence of your skills with an industry-recognized IxDF Course Certificate.
You want to ignite your passion for design and leverage it to make a meaningful impact.

Whether you're a beginner or an experienced professional, you'll discover how design skills can transform your results in problem-solving, innovation, and communication.

Do I need any prior experience in design or tech?

Good news!

You don’t need any prerequisites or prior experience in design or tech. We’ve crafted the learning experience to ensure your success and real career outcomes, regardless of your age or background.

Will this course give me hands-on, job-ready skills and help me build my portfolio?

Yes! You'll gain fluency in design processes and get job-ready, hands-on skills you can apply immediately.

This course makes it easy for you with templates and step-by-step guides. We've spent 22 years building a goldmine of 100+ downloadable templates, across all courses, so you can easily present to managers and clients. All licensed for commercial use so you can fast-track your promotion.

You’ll learn to easily build an impressive portfolio when you take this course. That way, you can showcase your skills, build your brand, and become in-demand.

What are the professional backgrounds of people who take this course?

People who take this course come from diverse backgrounds:

Marketing, Communication and HR
Software Development
Customer Service
Business
Psychology
Project Management
Architecture
Content Creation
Healthcare
Teaching
And other fields

If you're interested in design and tech, mastering new design and tech skills can increase your salary potential, make you an indispensable asset to your company and open up numerous career opportunities.

This course will enable you to harness the power of design to build a better world and advance your career, making you an invaluable asset in any field.

When I pay for an IxDF course, what do I get?

You get unlimited access to all IxDF courses at no extra cost. Take as many courses as you want without paying extra.

In addition, you get:

Courses by real experts, not influencers.
Industry-recognized IxDF Course Certificates to build your credibility and salary potential.
Full flexibility in how you learn: Effortlessly while on your sofa or on a park bench during the weekend.
Skills that protect you from losing your job to AI.
Downloadable templates to instantly apply your new real-world skills and help your projects succeed.
An easy way to compile an impressive portfolio.
Instant help and career advice in IxDF online global communities. Your network is your net worth.
Full access to IxDF Local Groups where you can build your network, find your next job, have fun and learn from your peers. The meetings are completely optional and are spread across over 500 cities worldwide.
Get our insights, present them as your own.
Grading by experts, not machines.
Access on all devices. 100% online.
Permanent access to course material during membership.
Downloadable premium literature by 100+ leading designers.
Discounts on design tools.
1-hour Master Classes by global design leaders to fast-track your growth. Binge-watch them on-demand from your sofa. Stay updated, stay inspired.

Can I work full-time while I take a course?

Absolutely! You’ll always have time for career growth because our self-paced courses are designed to fit seamlessly into your life. You’ll never have to say, “I don’t have time for that”.

You can learn at your own comfortable pace. Anytime and anywhere, whether you're working full-time or juggling life and kids.

Many IxDF learners effortlessly enjoy our courses during their commute, while relaxing on their sofa, or even on a park bench during the weekend.

Dive in whenever it suits you and progress at a speed that feels just right for you.

Will I receive a Certificate?

Yes! After you finish, you’ll receive an industry-recognized IxDF Certificate.

Use your IxDF Certificates to increase your credibility and salary potential. Your employer and clients will trust you when you can prove that you’ve learned from the best.

Be in distinguished company, alongside industry leaders who train their teams with the IxDF and trust IxDF Certificates.

Add IxDF Certificates to your LinkedIn profile, resumé and job application in a few easy steps.

You can download your certificates as .jpg files, so they are easy to share. Certificates are always valid.

How are courses graded?

Unlike any other online course platform we know of, our grading is done by experts, not machines.

We're not one of those generic, "cover-it-all" course platforms, packed with poorly produced videos on endless topics.

Our experts ensure you receive feedback and maximum benefit from the entire process.

That’s also one of the reasons IxDF Course Certificates are credible and industry-recognized.

Can I take more than one course at a time?

Yes! You get unlimited access to all IxDF courses at no extra cost.

For example, if there are 40 courses open for enrollment, you can enroll in all 40 courses at the same time and move from one to another as you prefer. Use our IxDF Career Programs to help you choose the very best courses for you.

If you’re a student member, you can take a maximum of two courses at the same time. You can still take as many courses as you would like – free of extra charges – just as long as you finish them so that you don’t have more than two ongoing courses.

Are all the courses really free for members?

Yes! You get unlimited access to all IxDF courses at no extra cost. Take as many courses as you want without paying extra.

As a member you get:

Courses by real experts, not influencers.
Industry-recognized IxDF Course Certificates to build your credibility and salary potential.
Full flexibility in how you learn: Effortlessly while on your sofa or on a park bench during the weekend.
Skills that protect you from losing your job to AI.
Downloadable templates to instantly apply your new real-world skills and help your projects succeed.
An easy way to compile an impressive portfolio.
Instant help and career advice in IxDF online global communities. Your network is your net worth.
Full access to IxDF Local Groups where you can build your network, find your next job, have fun and learn from your peers. The meetings are completely optional and are spread across over 500 cities worldwide.
Get our insights, present them as your own.
Grading by experts, not machines.
Access on all devices. 100% online.
Permanent access to course material during membership.
Downloadable premium literature by 100+ leading designers.
Discounts on design tools.
1-hour Master Classes by global design leaders to fast-track your growth. Binge-watch them on-demand from your sofa. Stay updated, stay inspired.

How do I add the IxDF Certificate to my LinkedIn profile?

That's easy! You can use your IxDF Certificates to increase your credibility and salary potential. Your employer and clients will trust you when you can prove that you’ve learned from the best.

Add your IxDF Certificates to your LinkedIn profile, resumé and job application in a few easy steps:

Click “Add profile section” on your LinkedIn
Tap “Recommended”
Select “Add licenses or certifications”
Enter your IxDF Certificate details
Hit “Save”

You can download your IxDF Certificates as .jpg files, so they are easy to share. IxDF Certificates are always valid.

Need more detailed instructions?

How long does it take to complete this course?

You can see the estimated total learning time just above.

But remember, it’s entirely up to you! You can learn at your own comfortable pace. Anytime and anywhere, whether you're working full-time or juggling life and kids.

Many IxDF learners effortlessly enjoy our courses during their commute, while relaxing on their sofa, or even on a park bench during the weekend.

Dive in whenever it suits you and progress at a speed that feels just right for you.

I missed the enrollment, and now the course is closed. What can I do?

Don't worry, we will re-run the course soon.

One reason we open and close courses is to achieve an optimal classroom size. That way, your networking opportunities and learning experience are optimal.

We display the "XX% booked" status on our courses to be transparent about the course availability.

Stay tuned for the next enrollment period. Be sure to sign up early! Meanwhile, you can sign up for another course you find interesting. Remember, you can take as many courses as you want without paying extra.

Are IxDF courses suitable for beginners or advanced learners?

Our courses cater to all levels, from beginners to advanced professionals.

People who take this course come from diverse backgrounds:

Marketing, Communication and HR
Software Development
Customer Service
Business
Psychology
Project Management
Architecture
Content Creation
Healthcare
Teaching
And other fields

No matter your experience level, you'll find courses that help you grow and achieve your goals.

How can the global and local IxDF community help me?

We can help you in several ways.

Join meet-ups in your city: Join the regular meet-ups in your city in a nearby cafe or office building to have fun and learn with people just like you. You get full access to IxDF Local Groups where you can build your network, find your next job, enjoy yourself and learn from your peers. The meetings are completely optional and are spread across over 500 cities worldwide. Your network is your net worth.

Get instant help and career advice in IxDF online global communities. Build your global network through the supportive IxDF community. Earn IxDF Distinctions like “Community Influencer'' and “Social Impact Award”.

Learn from global leaders and build your network and job opportunities locally and globally.

I scored less than 70% in a course, so I didn't qualify for a certificate. Can I try again?

Yes—simply retake the course and keep moving forward!

Everyone's learning journey looks different and it’s about progress, not perfection.

To retake a course, just follow these steps:

Go to your profile and click on the course you'd like to retake.
At the top of your screen, just below your progress bar, you'll see “UX Courses” followed by the course name in the breadcrumbs.
Click on the course name and scroll down.
Tap the red button that says, “Drop my course now.”
Head back to our UX Courses page and re-enroll yourself in the course.

You're all set to try again!

NB: Please note that when you drop a course, you’ll lose your progress and any answers you’ve already submitted in the course.

What if I have more questions?

We’d love to hear from you and help you!

Reach out to us at hello@interaction-design.org or use the online contact form.

Emotional Design — How to Make Products People Will Love

Closes in

hrs

-51

mins

-39

secs

12% booked

Start Course now

Emotional Design — How to Make Products People Will Love

How This Course Will Transform Your Career

In This Course, You'll

It's Easy to Fast-Track Your Career with the World's Best Experts

Gain an Industry-Recognized UX Course Certificate

Why Learn Emotional Design?

Worried You'll Lose Your Job to AI? UX Design Skills Make You AI-Proof

Feeling Stuck in the 9–5? Design Your Freedom

UX Design is Booming: Accelerate Your Career to Higher Salaries and Impact Across All Jobs and Industries

Design a Life You Love

Course Overview: What You'll Master

Lesson 0: Welcome and Introduction

Lesson 1: What do we mean by 'Emotion'? An Introduction to Emotional Design

Lesson 2: How Products Affect Us: Emotional Responses, Connections and Associations

Lesson 3: Visceral, Behavioural and Reflective Design - Don Norman's Three Levels of Design

Lesson 4: Affect and Design: Designing Positive Emotional Experiences

Lesson 5: Maslow's Hierarchy of Needs: Helping Users "Self-Actualize"

Lesson 6: The Triune Brain: Sorry, You Have to Please Three Brains, Not Just One

Lesson 7: Emotional Design: Applying the Knowledge

Lesson 8: Course Certificate, Final Networking, and Course Wrap-up

How Others Have Benefited

Maryna Revutska, Ukraine

Marlene P. Naicker, Netherlands

Emma Lundgren, Australia

How It Works

Start Advancing Your Career Now

Frequently Asked Questions

Need more detailed instructions?

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