WUNDER GmbH
About the Project
The core tool — the Emotion Graph — allowed brands to understand their customers beyond demographics by mapping emotional patterns, interests, and behavioral tendencies.
By combining psychological research, data modeling, and design systems, we turned emotional insight into measurable engagement.
Clients included Cosnova, Breuninger, and M&C Saatchi.
Scope
Emotional Data Architecture · Brand & Product Positioning · Lifestyle Segmentation Systems · UX for Gamified Engagement · AI-Based Personalization Interfaces
The Challenge
Traditional marketing segmentation often relies heavily on socio-demographic data.
The problem:
Demographics alone do not explain emotional motivation — and emotional motivation drives purchase decisions.
Brands needed:
• A structured way to classify emotions
• A method to match brand values with lifestyle segments
• Interactive formats to collect emotional data
• A system that translates emotional insights into measurable engagement
01
Development & Visualization of the Emotion Graph
The system:
• Organizes thousands of emotions into structured clusters
• Integrates psychological frameworks (Limbic Model, Schwartz Theory, Enneagram etc.)
• Creates measurable relationships between emotional states
• Translates complex data into accessible visual systems
This forms the analytical backbone of WUNDER’s AI marketing framework.
02
Emotional Target Group Architecture
• Went beyond demographic segmentation
• Structured customers, brands, and products within a unified emotional architecture
• Created several visuals including a video ->
• Integrated trend and lifestyle research
• Created matching systems between customer segments, brands and product offerings
• Translated emotional profiles into actionable communication strategies
Instead of asking queastions like “What's the customer's age?” brands could now ask: “What emotional state drives their decision?”
More about this approach in my blog post: Are Prince Charles and Ozzy Osbourne twins?"
03
UI/UX Design for Consumer Engagement Systems
For Cosnova, we designed a gamified personalized beauty app with integrated webshop functionality.
Goal:
• Increase engagement
• Personalize product recommendations
• Collect emotional & preference data
• Turn discovery into playful interaction
My contribution:
• Wireframes & high-fidelity prototypes (Figma)
• Gamification logic
• Conversion-focused UX structure
• Design of Webshop and banners (examples)
The interface combined:
• Quiz mechanics
• Match-based product discovery
• Emotion-driven wording
• Interactive swipe & selection systems
The result was a system that transformed product discovery into an emotionally engaging experience.
04
Website & Brand Experience Design
In addition to app design, I:
• designed websites for AI marketing positioning (e.g. wunder.ai)
• developed visual systems translating abstract AI concepts into accessible design
• created trade fair material (Lisbon Web Summit)
• built communication frameworks aligning emotional segmentation with brand messaging
The Result
• Operational emotional segmentation framework
• Scalable personalization system for brands
• Gamified engagement tools increasing interaction depth
• Structured matching between emotional profiles and product offers
• Strategic positioning of AI marketing in a human-centered way