Since its launch, Wattpad has positioned itself as a storytelling platform that allows readers and authors to join in a community that caters creative dialogues using storytelling as its foundation. The popularity of this platform has gained attention from Indonesian users. By the year 2020, Indonesia is listed as the 4th country with the number of Wattpad users, and the number keeps going up. An emotional design
evaluation was conducted to understand why Indonesian users download the app and stay loyal to the platform. In order to sharpen the critical aspect of emotional design level, a practical usability approach is used to segmentized the element of Wattpad as a whole platform, then each of the usability function evaluate using Mobile Application Rating Scale that translates in a 5-point Likert type scale to get a quantitative data. Based on the result, it is concluded that Wattpad excels in its visceral design level, followed by the app's reflective design level. The behavioral level which connects a lot with usability given the lowest score among the level of emotional design; however, increasing their functionality that eliminates error during usage will impact the overall satisfaction on the app in future development.