Design for Emotion workshop – ‘Get Emocional!’

This engaging in-company workshop is presented by SusaGroup.

“Designing for emotions is key. It means intentionally creating within the individual – staging, orchestrating, choreographing all good verbs for it – a response that triggers feelings beyond rationality. It is certainly an art form today, but the first step toward making it a science is identifying and understanding what emotions current offerings trigger, which is why I am very enamoured with the SusaGroup methodology.”

Joe Pine – Author of “The Experience Economy”

Making a difference

Nowadays, when customers become more and more demanding and technological innovations only have a short lifespan, experience can be the key for generating differential advantage. This perspective can be applied to products, services, physical environments or brand identities. Once you understand the emotional drivers of your customers, you can improve your product or service accordingly!

The workshop

This workshop engages you in a hands-on ‘design for emotion’ experience. By introducing our systematic approach to create concepts (products, services, interactions, etc.) that deliberately elicit predefined emotional responses, the workshop aims to facilitate a shift from an implicit to an explicit, structured and manageable perspective on consumer emotions in conceptual design processes.

Based on personal experiences, you will first explore universal principles in how emotions are elicited, using structures drawn from recent emotion theory. In the second stage, you will employ their newly drawn insights in a design application.

The workshop includes bite size pieces of theory plus various practical exercises to let you apply the theory and experience the process yourself.

In this workshop, you will:

  • Learn how to make an intended emotional profile for your product or service, based on the personal background (such as values) of your customers.
  • Get an understanding of how emotions are evoked and experienced.
  • See examples of existing instruments to measure emotional impact.
  • Get a profound understanding of how you can generate concepts or designs with an intended emotional effect.


The workshop is very suitable for marketers, design researchers, branding professionals, designers, UX / interaction designers and anybody involved in innovation/ design processes and product/ service development.

Full or half day version

SusaGroup offers a variety of versions of this workshop. We also tailor it for different audiences, such as a focus on user experience (UX, interaction design), marketing and branding or industrial design.

Pricing (updated)

Full day in-company workshop: €2295,- (excluding expenses and VAT)
Half day in-company workshop: €1895,- (excluding expenses and VAT)
3hr Master class:
€1095,- (excluding expenses and VAT)

Past workshops

A wide variety of organisations has benefited from the Get Emo©ional! workshop. The list below illustrates that the concepts of our workshop can be applied to different perspectives, within companies with different services and for participants with different backgrounds.

Proctor & Gamble
RRA Rwanda
SSCP Korea
The Mobile Company
Bilbao Design Academy (Spain)
Design Academy Eindhoven (NL)
Hogeschool Rotterdam (NL)
Hogeschool Utrecht (NL)
Hogeschool van Amsterdam (NL)
University INACAP (Chile)
University of Oviedo (Spain)
University of Pretoria (South Africa)
Universidad San Sebastian (Chile)
University of South Africa
University of Twente (NL)
Universidad Politécnica de Valencia (Spain)
UNIR (Spain)
Willem de Kooning Academy (NL)


…and many more individual participants from FMCG’s, design agencies, marketing agencies, universities, hightech electronics companies, mobile device producers etc. For example:

The Cocktail

Would like the experience for yourself or your company?

In case you would like more information about the Get Emocional! workshop, or would like us to make a (tailored) offer, please contact Marco van Hout.