Why we love (and hate) apps

Since Don Norman first introduced the concept of user-centred design in his book User Centered System Design: New Perspectives on Human-Computer Interaction, successful software (and beyond!) has used his strict principles of focusing on the needs of user and their seven stages of action. By putting the user’s desires first, the user experience becomes more meaningful, memorable and has a personal value. 

This is reflective design, a focus on not how an app looks (visceral design) or how easy it is to use (behavioural design). Instead, it's about how the experience shapes a user's perception of themselves and their relationship with a brand.

Examples of Reflective Design

Don Norman describes reflective design as the level where conscious thought, learning, self-image and personal meaning come into play. It is often responsible for creating long-term loyalty and emotional attachment.

Spotify Wrapped

Perhaps the most recognised example of reflective design, Spotify Wrapped transforms a year's worth of listening data into a personalised story. Users don't just see statistics—they relive memories, favourite songs, and defining moments from the past year.

Strava

Strava's annual summaries, personal records, route history, and achievement badges help users reflect on their fitness journey and reinforce their identity as runners, cyclists, or athletes.

LinkedIn

LinkedIn highlights promotions, work anniversaries, certifications and career milestones, encouraging users to reflect on their professional development and achievements. This reinforces their sense of professional identity.

Monzo

Monzo's spending insights, budgeting summaries and yearly financial reviews help users understand their habits, celebrate financial progress and feel more in control of their money.

What makes reflective design?

Reflective design creates emotional value by helping users connect a product to their identity, achievements, memories and personal goals. The core principles are:

• Identity – Allow users to express who they are and reinforce how they see themselves. For example, a fitness app helping someone identify as a runner or athlete.
• Personal Meaning – Create experiences that feel relevant and valuable to individual users, often through personalisation and tailored content.
• Memory and Reflection – Encourage users to look back on their journey, progress or experiences through summaries, milestones and achievements.
• Achievement and Growth – Celebrate accomplishments and demonstrate progress over time, fostering a sense of pride and motivation.
• Emotional Connection – Build a relationship that extends beyond functionality, creating loyalty, trust and affinity with the brand.

Your next app

As digital experiences become increasingly sophisticated, the apps that stand out won't necessarily be the ones with the most features—they'll be the ones that create the strongest emotional connections.

By designing for reflection, personal growth and emotional connection, brands can foster lasting loyalty and build products that remain relevant long after the initial interaction. In a world where users have endless choices, meaningful experiences are becoming the ultimate competitive advantage.