We have built eMoto, a mobile service for sending and receiving affective messages, with the explicit aim of addressing the inner experience of emotions. eMoto is a designed artifact that carries emotional experiences only achieved through interaction. Following on the theories of embodiment, we argue emotional experiences can not be design in only design for. eMoto is the result of a user-centered design approach, realized through a set of initial brain-storming methods, a persona, a Laban-analysis of body language and a two-tiered evaluation method. eMoto is not a system that could have been designed from theory only, but require an iterative engagement with end-users, however, in combination with theoretical work. More specifically, we will show how we have managed to design an ambiguous and open system that allows for users’ emotional engagement.