Emotion is key to UX Strategy, and here’s the proof. Last week, I joined and discovered Contra’s GOAT button, and the moment I clicked it, it screamed like the goats in Thor Ragnarok. I literally laughed out loud. And instantly, I remembered something I heard at #DEX2025 in São Paulo, in that talk by Ollivia Maria Gonçalves 🏳️‍⚧️ Maria, when she said that audio doesn’t need to be complex to create an emotional mark. Even a subtle audio cue can instantly trigger a memory, emotion, and attachment. Joy is a competitive advantage in product design because ultimately that’s what builds attachment. Want to check the full story? I wrote about it: 👉 https://lnkd.in/dw-DSbMR