In the 2017 DKI Jakarta Election, there was an interesting metaphor from the governor candidate: brain, stomach, and wallet. As a User Experience practitioner, this metaphor got my attention. Especially to differentiate between User Experience and User Interface.
In a User Experience process, the brain can be associated with data, intelligence, knowledge, experience, knowledge, and skills. The stomach can be associated with physical needs, the fulfillment of physical satisfaction, and everyday context. A wallet can be associated with financial interests, profits or profits, bottom line, Return on Investment (ROI), and investment. The heart can be associated with emotions, branding, loyalty, persuasion, habits, culture, and tradition.