AIDA - still relevant in UX

Even in a world of AI, algorithms, and automation, the same four principles apply to how humans act.

The AIDA model is more than 100 years old, but it is still just as relevant. No matter how digital the world becomes, humans still move through the same four phases when we discover, consider, and act.

Attention. Interest. Desire. Action. Four simple steps that - when connected correctly - become the backbone of any user journey.

“AIDA is not just a marketing model - it is human psychology in motion.”

Attention - Catch the feeling first

It all starts with attention. Not with words, but with feeling. We only stop when something hits us - an image, a mood, a tone. TikTok has it down to a science: the first two seconds determine whether you stay or scroll on.

In UX, Attention is about creating visual and emotional recognition. A hero image that feels like your brand. A headline that arouses curiosity. A tone that is felt - not just read.

Interest - Arouse curiosity

Once you have captured attention, you need to build understanding. This is where Andrea (the emotions) meets Kaj (the reason). The user asks: “What is this? Can I trust it?”

Interest is about creating clarity and credibility. Here UX wins over advertising: through structure, flow and honesty. It's about making it easy to explore - not about pushing to buy.

Desire – Create desire, not pressure

Desire arises when the user feels understood. It’s not manipulation – it’s meaning. Instagram, Spotify and Joe & The Juice are masters of Desire. They design experiences that awaken identity: “This fits me.”

UX at this stage is about showing relevance. Connecting the product with emotions, values, and dreams. When the user feels seen, Desire turns into action.

Action - Make it easy to act

Action is the culmination of everything that came before. If the experience has been intuitive and safe, the action happens on its own. It's not the button that converts - it's the journey to get there.

Amazon, MobilePay and ILVE are good examples. Checkout is so simple that Kaj feels in control - and Andrea still feels the vibe. That's UX when function and emotion merge in one click.

AIDA in UX practice

At Morrow, we use AIDA as a framework for everything from campaigns to web design. At the top of the funnel, we create emotion. In the middle, we build trust. At the bottom, we make it easy to act. It’s the movement that makes UX come alive – from first glance to long-term relationship.

“Attention without emotion is just noise. UX is the rhythm that makes the experience coherent.”