Rexel
By integrating fundamental UX strategies with practical business requirements, I ensured that proposed solutions met user needs, advanced organizational goals, and provided measurable value.
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UX contributions (2017–2018)
Here are some key UX contributions I made during this period:
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Conducted user research through interviews, surveys, and usability tests.
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Created wireframes and prototypes in Sketch to define structure and interactions.
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Designed user flows, micro-interactions, and motion elements to enhance usability.
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Tested and refined different user paths before development.
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Ensured designs met multi-country requirements for accessibility and regulations.
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Collaborated with technical leads, developers, business analysts, and project managers to align design with business and technical needs.
Rexel case study
The challenge
To investigate whether and how the principles of emotional design can improve Rexel's task-oriented website by streamlining the user experience, creating a sense of ease, and helping users efficiently complete their product ordering tasks.
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Rexel’s website serves a critical role as a tool for users to fulfill essential, task-driven objectives, such as browsing and ordering electrical products. While functionality and efficiency are at the core, the challenge lies in creating an experience that not only supports these tasks but also feels intuitive, engaging, and stress-free.
Current users may perceive the platform as purely transactional, which can lead to a sense of detachment or friction during interactions, especially when faced with repetitive or complex workflows.
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These are a few of the key user pain points we identified:
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Overwhelming Technical Information: Long lists of specs lack prioritization, causing decision fatigue.
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Lack of Visual Hierarchy: Equal weight across elements creates a chaotic, unscannable interface.
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Cluttered Layout: Dense information overload makes it hard to identify key actions quickly.
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Accidental Quantity Selection Errors: Poor placement of the quantity field increases ordering mistakes.
The goal is to leverage emotional design principles to address these pain points by:
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Simplifying User Flows: Reducing cognitive load through clear navigation, logical organization, and intuitive design patterns.
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Enhancing Visual Appeal: Utilizing thoughtful visual elements such as color, typography, and imagery to create a welcoming and professional aesthetic that inspires confidence.
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Incorporating Delightful Interactions: Adding microinteractions, animations, and feedback mechanisms that make completing tasks feel rewarding and engaging.
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Building Trust: Using transparent processes, empathetic messaging, and consistent performance to foster a sense of reliability.
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Personalizing the Experience: Tailoring recommendations, quick-access features, and relevant product suggestions to make interactions more seamless and user-centric.
The introduction of emotional design could be highly beneficial for Rexel’s website, as it would transform the platform from a purely functional tool into an experience that users enjoy engaging with. By addressing not just the usability but also the emotional aspects of interaction, Rexel could enhance user satisfaction, increase loyalty, and differentiate itself in a competitive market. Emotional design fosters a sense of ease, trust, and connection, ultimately making the website a more effective and appealing tool for its users.
Understanding the psychology
To gain deeper insights into the psychology behind emotional design, I began exploring a wide range of articles, studies, and resources on the subject. These readings delve into how design elements such as imagery, color, typography, microinteractions, and visual hierarchy can evoke specific emotional responses and influence user behavior. By studying topics like cognitive load, emotional triggers, and the role of storytelling in UX, I began to understand how emotional design can transform functional interfaces into engaging, memorable experiences.
Through this exploration, I uncovered practical strategies for applying emotional design principles to real-world projects, focused on how they can enhance usability, foster trust, and create meaningful connections between users and digital products. This research not only deepened my knowledge but also inspired new ideas for designing solutions that resonate with users on a human level.
The solution
We identified several key aspects of emotional design that could be implemented to enhance the user’s perceived ease of researching and ordering products. These improvements aim to make the experience more intuitive, engaging, and satisfying for users.
One major focus was restructuring the architecture of the product details page to ensure information is organized in a way that aligns with user expectations and supports quick decision-making. This includes refining the layout to make essential details more accessible and reducing cognitive load during the browsing process.
Additionally, we proposed incorporating microinteractions and feedback mechanisms. These subtle design elements, such as hover states, animations, and progress indicators, provide users with real-time responses, making interactions feel more seamless and rewarding. For example, confirming actions like adding an item to the cart with a visual or auditory cue can instill a sense of accomplishment and build confidence in the system.
We also recognized the importance of empathetic messaging. By revising copy to be more user-focused and supportive, we can address potential frustrations and foster a positive emotional connection. These combined efforts are designed to improve the overall user experience, making the website not only functional but also engaging, intuitive, and emotionally resonant.
Key learnings
As with many explorations, this project provided valuable learning opportunities and insights. We thoroughly analyzed the potential of emotional design, developed a comprehensive understanding of its impact, and presented our findings along with well-reasoned recommendations for moving forward.
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While the business team ultimately prioritized other initiatives, the findings from this exploration remain valuable. This analysis provided deep insights into the impact of emotional design, reinforcing its role in enhancing user engagement. Though the proposed initiatives were not pursued due to cost considerations, the research serves as a foundation for future improvements when resources allow. This exploration not only broadened our understanding of user behavior and perception but also ensures that emotional design remains a strategic consideration for future optimizations.
This decision, while disappointing, underscored the importance of balancing innovation with business constraints and priorities. It also reaffirmed the value of exploring new concepts and methodologies, as the insights gained from this process will undoubtedly inform future projects and strategies. Despite the outcome, this exploration served as a meaningful step toward understanding how emotional design can influence user behavior and perception, and it may pave the way for similar efforts when conditions align more favorably.