The report discusses the importance of designing products and services with a focus on human-centeredness and empathy for customers. To create emotionally engaging solutions, designers must also understand their customers' feelings and desires. However, many companies fall short in their efforts to design for emotion, either by attempting to spark emotions directly without understanding their causes or by equating emotion with delight and missing other important factors. To effectively design for emotion, companies must have a shared vision of the customer experience they want to deliver and consider the precursors that elicit desired emotions.
