"Optimizing for feelings" as suggested by the article is not about guiding your decisions purely on emotions; it's about designing products or services taking t

"Optimizing for feelings" as suggested by the article is not about guiding your decisions purely on emotions; it's about designing products or services taking them into account. When you average over the range of users, conveying the right emotions is an important feature on itself, even if it's not a functional requirement; a product that elicits positive feelings will be better that one that engenders negative ones. Developers ignore this tenet at their own risk, often creating functionally correct programs that their users hate to use because of their "death by 100 papercuts" interfaces. UX people know that emotionally positive interfaces work better than equivalent ugly and cumbersome interfaces. Marketing people live their entire careers on generating those positive feelings artificially. Integrating into product and service design the creation of positive feelings of the kind that benefit users would be something that is beneficial to all of us, rather than the usual approach of maximising profits by capturing and directing customer expectations to profit-maximising environments.