Lulu Marketplace

This study, based on empirical research (online surveys and in depth interviews), proves that consumers judge the attractiveness of a product or service based on their own perception, feelings and emotions. In a journey through the emotional stages of people while booking a holiday online it becomes clear that facts and figures aren't enough. People want a journey through the senses. Tickling one’s imagination through visuals, colours, and engaging functionalities is the key to designing for emotions. The secret is when and how in the booking process this should be done.