AIDA - still relevant in UX

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

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

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

“AIDA is not just a marketing model – it's human psychology in motion.”

Attention - Capture the feeling first

Everything starts with attention. Not with words, but with feeling. We only stop when something resonates with us – an image, a mood, a tone. TikTok has turned it into 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 sparks curiosity. A tone that is felt – not just read.

Interest - Spark curiosity

Once you've captured attention, you need to build understanding. Here Andrea (emotions) meets Kaj (reason). The user asks: "What is this? Can I trust it?"

Interest is about creating clarity and credibility. This is where UX wins over advertising: through structure, flow, and honesty. It's about making it easy to explore – not about pushing for a purchase.

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 suits me."

UX at this stage is about demonstrating 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 reassuring, the action happens naturally. It's not the button that converts – it's the journey to it.

Amazon, MobilePay, and ILVE are good examples. Checkout is so simple that Kaj feels in control – and Andrea still feels the mood. This is UX when function and feeling 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 emotions. In the middle, we build trust. At the bottom, we make it easy to act. This is the movement that makes UX alive – from first glance to a long-term relationship.

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