Mood as a Means Versus an End: Unraveling How Experienced Practitioners Address Mood in Experience Design

Zhuochao Peng, Haian Xue, Antony William Joseph, Virpi Roto, Pieter M. A. Desmet

This article presents a study exploring how designers consider and approach user or customer mood in real-world projects. Because explicit mood-focused practice is difficult to identify and often masked by overlapping terminology, we conducted retrospective interviews with twenty experienced practitioners across the field of experience design. While participants tended to conflate mood with other affective constructs, many had nevertheless incorporated it—directly or indirectly—into their work. From their accounts, we identified five approaches to addressing mood in design: treating it as (1) an end in itself, (2) a means to enhance engagement, (3) a means to enrich experience, (4) a means to create differentiation or advantage, and (5) a means to facilitate user research. These findings advance understanding of mood-focused design by highlighting practitioners’ implicit engagement with mood and their pragmatic considerations, which extend beyond intrinsic well-being goals to instrumental, outcome-oriented goals. At the same time, we identified four categories of challenges practitioners face, three types of knowledge they regard as essential, and four obstacles that discourage them from bringing mood into practice or organizational contexts. Building on these insights, we outline research and educational opportunities to better support future mood-focused design practice.