The Worst Part of Shopping? A study on how emotional design can affect customers in the checkout experiences of online shopping

Emotions are taking part in our everyday lives even if we are aware of it ornot. It helps us behave and to decide when we have to make decisions. A fieldone does not often associate with emotions is “serious” programmes. We liketo think that serious programmes have to remain serious. Because of that, thisis also a field where designers not often think about adding emotional designelements. This bachelor project became an explorative project whereinvestigations on emotions in online checkouts, which I chose to defineserious programme as, were conducted. The results showed that there areemotions present in the checkout, it could thus be difficult to point them out.Provocative experiments were also made to be able to discover theexperienced emotions in the checkout which one does not often think about.It showed that adding emotional design elements in the checkout can influencecustomers and their behaviour to a certain extent and that there are emotionscustomers try to avoid