Two aspects of product emotional design that bring benefits to users

 

The primary reason for a user to choose a product is to say that the features of the product meet the needs of the user or the content of the product. The most important part in product design is functional design. We hope that the product features will bring benefits to users in terms of time, economy, and manpower costs.

With the development of products, we found that the basic functions of the same type of products are roughly the same, and competition between products is increasingly difficult to open the gap in the functional layer. Now the product staff have begun to work harder on the user experience, and the constant pursuit of user experience has increased to the emotional level.

The Emotional design of the product is based on the functional design. It is necessary to do a good job of functions to meet user needs and then carry out emotional design.

Maybe when talking about the emotional design of products, many people feel abstract. I will use the function of adding a contact profile to the mobile phone address book as an example (this function is available on many smartphones ), for this function, the most basic requirement is that the user can add the profile picture of the contact. If the user's emotional element is added to this function, in this way, you can give more space to the user's avatar display, so that the user can give full play to their own personality.

We also found that the design of Sina Weibo and kaixin.com's personal homepage also added the display of personal covers. Maybe from the example I gave, you can see that product sentiment has no impact on the function itself. Only when we inject emotional factors into the product, the product will be more attractive to users. In the short term, personalization and giving more space to users are two important aspects of product emotional design.

　　

 

The Emotional design of products has two different practices:

One is to expand the existing functions. As mentioned above, the function of uploading an avatar in the address book is to satisfy the user's desire to express and one-way expression of user sentiment;

Another approach is to make a completely emotional product. The two-way expression of user sentiment refers to the exchange of emotional content between users, and the product plays only a bridge, such as John and Jack.

In fact, all products that involve user interaction have a great space for emotional expansion, but what is different from ordinary social networking is that the emotional influence of products lies in deeper communication between people.

In my personal opinion, the sending status function on social networking websites is just a tool for user expression and has very few emotional factors. However, the "crush on" function launched by Facebook is an emotional product, the emotional influence of the product is not only to allow users to place their emotions in the product, but also the product itself can play a role in mining user sentiment.

The difference between the two methods mentioned above is that the former is an emotional design based on existing needs, while the latter is a completely emotional product. In terms of the success rate, the former is obviously larger. Products with their own needs not only laid the foundation for the emotional development of the product, but also set the stage for the atmosphere. If it is a completely emotional product, there is a high possibility of failure.

When the product function satisfies the user's emotional expression, it means that the product can meet the user's needs, and when the role of the product itself cannot become the user's sustenance, then the product will face failure. As you can imagine, emotional products must belong to the UGC type and have high requirements on the quality of user content. When the technical level is not high enough and functional operations are not convenient enough, the threshold for use is naturally increased. In addition, such products have relatively high requirements for the atmosphere.

One-way expression of user sentiment is measured from a functional perspective, while two-way expression of user sentiment is at the content level. In addition, the product sentiment also has the performance of text and product style.

You are a senior online worm, and you may also feel that website text is becoming more and more humane. For example, the prompt text is not "your account and password are wrong", but "the password is wrong", and the text contains Modal words. This is just one of the expressions. In addition, you will see that many of the Guiding Methods in the product design are more interesting, and the emotional influence of the text content will also increase user acceptance.

Recently, I also felt a big sensation in using products, that is, the product style attracts users. It is also a weather application, with almost no functionality, however, different styles can attract different audiences. Some are common styles of the masses, some are small fresh styles, some are cartoon styles, etc. It can be understood that the reason behind the user's choice of products of different styles is the user's personal feelings, however, the user's emotions cannot be changed but can only be obeyed.

In a deeper sense, the key to product sentiment lies in the acceptance of product functions and user emotions to satisfy people's emotional needs. In psychology, there are many human nature, such as expressing desire and comparison psychology. However, there are too many matching points between human nature and product sentiment. Here we will not illustrate them one by one, you can get started with the product. The reason why we need to choose to design products by taking advantage of human emotions is determined by specific product goals.