UX explained with emotions

Inside all of us live two voices. One thinks. The other feels.

For many years I have used the characters Kaj & Andrea as a metaphor for UX - because they explain in a simple way why we humans react the way we do. Kaj represents the rational. Andrea represents the emotional. And when the two meet, the experience is created.

It's no coincidence that sometimes you impulse buy a pair of shoes or scroll through Instagram for an hour without really planning it. Andrea takes the lead - while Kaj tries to explain afterwards why it "made sense".

“Good UX is about getting Kaj and Andrea to collaborate - so the experience feels both right and rational.”

Kaj: The rational voice

Kaj loves structure, logic and control. He wants to understand before he acts. When something doesn't make sense, he gets stuck. When checkout feels unclear, he loses confidence.

Design for Kaj is about clarity: clear buttons, logical flows, fast response times and security in the process. He is the reason for the UX - and without him the experience feels chaotic.

Andrea: The emotion-driven voice

Andrea acts on mood. She sees the images, feels the tone, responds to music, movement and identity. She clicks when something feels right - even if she can't quite explain why.

Design for Andrea is about aesthetics, storytelling and mood. She is the heart of the UX - and without her the experience feels cold and mechanical.

When the two meet

UX is not about choosing between them, but about creating a balance. A design that only speaks to Kaj becomes boring and technical. A design that only speaks to Andrea becomes beautiful - but useless.

It is only when feeling and function are connected that the experience feels real. When Andrea feels seduced and Kaj feels safe, the magic happens.

“Emotion creates desire - function creates trust. UX is the bridge between.”

At Morrow, we use Kaj & Andrea as a mindset in everything we design - from webshops and campaigns to brand experiences. It reminds us that users are not target groups, but people. And people consist of both heart and brain.