Design thinking

Innovate by understanding your customers’ emotions

Marcus Mansjö

Our emotions dictate our actions and reactions to products, services and brands. And by understanding emotions you can find out what people really want and design the most compelling consumer experience possible.

The customer experience of a product or service – or any offering for that matter – is significantly influenced by human emotions. And this “emotional journey” begins long before the moment of interaction, and continues throughout the experience itself, over periods of time and repeated use. User emotions are, however, quite complex to work with. An emotion is both a mental and physiological state, associated with a wide variety of feelings, thoughts, and behaviors that vary depending on stimuli, personality, context and mood.

It is clear to us designers that whatever we design, it evokes an emotional reaction. If it doesn’t we have failed since our design is indifferent to the user. But analyzing and understanding these reactions during every phase is deeply rooted in the Veryday process. Through many years of scientific research and design experience Veryday has developed their own ‘Emotional Experience Mapping’ method to capture and quantify the human emotional experience. It is this depth of insight that results in an emotionally relevant offering, the Veryday method has actually made a science out of creating designs that truly matters.

Addressing the emotions of customers in the right way is a powerful differentiating factor for brands. The emotional layer of an insight arms our designers with better innovation briefs and more qualitative insights when they ideate, design, prototype and test concepts. Once we have framed a target emotional response as a part of an innovation brief, we are able to measure how well our design concepts address this target emotion throughout every aspect of the experience.

My job as a design strategist and researcher at Veryday is to use our methods and tools to generate cues to differentiation, and transform them into innovation briefs for our design teams and clients. Understanding the drivers behind customer emotion is a central part of my work and delivers great value to our clients and their customers. And it is truly rewarding to work close to people, having the ultimate goal to create the most compelling service or product experience possible.

If you want to know more about Emotional Experience Mapping, let’s get in touch.