When we think about what makes certain brands unforgettable, it’s not just the products or services themselves—it’s how they make us feel. Disney, Airbnb, and Apple have each mastered the art of experience design that resonates on a deeper, emotional level, showing us that great brands don’t just engage users; they connect with them. These companies are leading the way in measuring emotional KPIs, a step beyond traditional metrics, to understand how people truly feel about their experiences. By focusing on joy, trust, excitement, and a sense of belonging, Disney, Airbnb, and Apple have tapped into the power of emotional impact, transforming routine interactions into memorable moments. Let’s look at how they do experience design and why it works.
Each of these companies demonstrates that when emotions are prioritized, customers don’t just interact with a brand—they form a connection that leads to loyalty, advocacy, and, ultimately, lasting success.
Case Study 1: Disney – Creating Magic Through Emotional Resonance
Overview 
Disney’s commitment to creating magical, emotionally resonant experiences is legendary. Whether at theme parks, resorts, or through digital platforms, Disney orchestrates every detail to elicit specific feelings: wonder, joy, and nostalgia. These emotions are key to Disney’s brand and directly influence guest loyalty and spending.
How Disney Measures Emotional Impact
Disney uses a blend of direct feedback, observational data, and innovative biometric tools to gauge guest emotions. Here are some specific ways they achieve this:
1. Guest Surveys and Emotional Ratings: Disney collects thousands of guest surveys daily, asking visitors to rate their experiences and express emotions felt at different touchpoints, such as rides, character interactions, and food experiences. The questions focus on capturing feelings like joy, excitement, and comfort, which are central to the Disney brand.
2. Biometric and Real-Time Feedback: In partnership with tech companies, Disney has experimented with wearable devices that track guests’ biometric responses, such as heart rate, skin temperature, and facial expressions. This data reveals guests’ real-time emotional states, helping Disney assess which attractions evoke the strongest positive responses.
3. Observational and Social Sentiment Analysis: Disney also monitors social media sentiment to understand guest emotions shared publicly. By tracking social media posts and reviews, they identify common themes and gauge guest sentiment on new attractions, shows, or experiences.
The Data and Results
By prioritizing emotional KPIs, Disney has consistently seen high levels of customer satisfaction and loyalty from their experience design efforts. For instance:
- Return Visits: Disney reports that nearly 70% of park visitors are repeat guests, a strong indicator of customer loyalty fostered by emotional engagement.
- Guest Spending: Disney’s emotional engagement strategies encourage spending, with guests often willing to pay premium prices for experiences that enhance feelings of joy and nostalgia. In 2023, Disney Parks & Experiences saw a 15% increase in revenue, a growth rate partially attributed to customer willingness to spend more on “emotion-driven” experiences.
- Social Media Sentiment: Disney achieves a sentiment score of around 85% positive mentions on platforms like Twitter and Instagram, highlighting the high emotional value guests associate with their experiences.
Disney’s ability to leverage emotional data to guide decisions, from ride design to guest service, ensures that each visitor leaves with a sense of wonder and attachment that strengthens their brand loyalty.
Case Study 2: Airbnb – Building Trust and Comfort Across Digital and Real-World Touchpoints
Overview
Airbnb has redefined the travel experience by prioritizing comfort, trust, and a sense of belonging. Unlike traditional hospitality brands, Airbnb’s experience design emphasizes feeling “at home” to drive much of their UX and service design. This focus on emotional KPIs allows Airbnb to deliver experiences that feel personal, secure, and warm.
How Airbnb Measures Emotional Impact
Airbnb uses multiple emotional KPI tracking methods to gauge and refine guest and host experiences:
1. User Surveys and Ratings: After each stay, Airbnb collects feedback that specifically asks guests to rate their feelings of comfort, safety, and satisfaction. Hosts are also surveyed to assess their experiences and sense of trust in the platform. This bidirectional feedback loop captures emotional responses from both sides of the transaction.
2. Sentiment Analysis and Language Processing: Airbnb utilizes sentiment analysis tools to monitor user feedback on the platform as well as social media. By examining keywords related to emotions—such as “safe,” “welcome,” and “comfortable”—Airbnb identifies trends and emotional needs across their user base.
3. Community and Host Interactions: To maintain a sense of community, Airbnb measures feelings of connectedness by tracking how often guests and hosts engage in positive interactions. Airbnb’s focus on community-building activities, like host training and support, reinforces positive feelings and improves overall trust.
The Data and Results
Airbnb’s emotional KPIs reveal the tangible impact of prioritizing trust and comfort:
- User Retention and Loyalty: Airbnb reports that over 50% of its bookings come from repeat users, a testament to the trust and emotional attachment guests and hosts feel toward the platform.
- Increased Listings and Host Retention: Hosts who feel secure and valued are more likely to remain active on the platform. Airbnb has reported a 20% increase in active hosts year over year, an indication that the emotional connection and positive experience for hosts translate into retention.
- Positive Sentiment and Brand Perception: Airbnb’s Net Promoter Score (NPS) hovers around 74, which is exceptionally high for a tech company and underscores strong positive sentiment. Positive mentions and high ratings on platforms like Trustpilot reflect the emotional success of Airbnb’s strategy.
By focusing on emotional KPIs that gauge trust, comfort, and connectedness, Airbnb has built a brand that feels warm, welcoming, and personal—a stark contrast to traditional hospitality brands.
Case Study 3: Apple – Elevating Excitement and Satisfaction Through Premium Experiences
Overview
Apple’s retail and digital experiences are designed to evoke excitement, curiosity, and satisfaction. Apple’s focus on simplicity, elegance, and quality extends not only to its products but also to the entire user journey. Emotional KPIs help Apple refine their experience design to ensure every interaction is as seamless and engaging as the products themselves.
How Apple Measures Emotional Impact
Apple uses a combination of in-store observation, digital feedback, and post-interaction surveys to track customer emotions:
1. In-Store Observations and Real-Time Emotional Feedback: Apple retail stores are meticulously designed to create a sense of excitement and innovation. Apple measures emotional response through in-store observation and by recording biometric feedback where users consent. Facial recognition software, for example, can capture expressions that signal excitement or frustration, allowing Apple to adjust aspects like store layout, lighting, and customer flow.
2. Post-Purchase Surveys and NPS Tracking: Apple gathers feedback through surveys that specifically ask customers to rate emotions like satisfaction, excitement, and confidence after interacting with its products or services. Apple also tracks NPS, asking how likely customers are to recommend the brand—a high NPS score is often correlated with a strong positive emotional connection.
3. Digital Sentiment Analysis: Apple keeps track of digital sentiment on social media and in forums, analyzing the emotional content of user discussions around product launches, software updates, and support experiences. Monitoring keywords like “excited,” “impressed,” and “frustrated” helps Apple understand customer sentiment and respond proactively.
The Data and Results
Apple’s commitment to emotional KPIs translates into powerful brand loyalty and impressive financial outcomes:
- High NPS Scores and Customer Satisfaction: Apple has one of the highest NPS scores among consumer electronics companies, frequently above 70, indicating strong emotional loyalty and a high likelihood of recommendation. This is a key indicator of the positive emotions customers associate with Apple products and experiences.
- Increased In-Store Revenue per Visitor: Apple stores have some of the highest sales per square foot in retail—around $5,500 per square foot annually. This high spending correlates with the positive emotional experiences users report and reflects Apple’s ability to create an environment that users enjoy and want to return to.
- Positive Social Sentiment and High Engagement Rates: Apple’s social media channels see overwhelmingly positive sentiment during product launches and new software rollouts, with high engagement rates that suggest excitement and anticipation.
Apple’s focus on emotional KPIs ensures that each interaction—whether in-store or online—is memorable, reinforcing their brand as premium, innovative, and customer-centric. The emotional connection Apple fosters leads not only to loyalty but also to customers’ willingness to engage in high-value transactions.
In exploring Disney, Airbnb, and Apple, we see what’s possible when brands put emotional connection at the center of their experience design. By making emotions measurable, they go beyond standard metrics to understand what drives loyalty and keeps customers coming back. Disney gives us joy and nostalgia, Airbnb offers comfort and a sense of home, and Apple creates moments of excitement and inspiration. These companies prove that when you prioritize how customers feel, you’re not just delivering a product—you’re building a relationship. Emotional KPIs provide the insight needed to make those relationships lasting and meaningful, setting a powerful example for any brand looking to create experiences that truly resonate.
