For the past few years the brands have been planning communication strategies to try to conquer users through their feelings and emotions. Buying new clothes and feeling their perfumes inside the bag; touching the cover of a new book and feeling its nice texture; reacting to one of our best friend’s Facebook status. These are different ways of experiencing and establishing a connection with a brand and also building a positive image for achieving conversions and improving the ROI. In this sense, it is important that startups build stereotypes that lead the public to experience pleasurable sensations and remember the brand because of them.
Interaction design takes on a key role in this task and in the design of our products. Either for digital or physical products, it is important to know our users in order to be able to conquer them. Knowing them implies understanding what motivates them to use our products: knowing what they want, to help them meet those objectives in the easiest possible way.
In this interaction between user and product, there are communication channels that usually occur through interfaces. Whichever the interface or the device with which the interaction happens -a finger for mobile app, a mouse for desktop apps, or control devices for virtual reality experiences- there is always an action from the user and a reaction or response from the product. In all those cases, the user sends a message through the interface and this same interface sends a ‘feedback’ that helps him/her understand what has happened. When users interact with the products they are establishing a communication with them. This interaction is generally designed and intended for the establishment of an emotional connection that will make people re-use those products and result in future conversions.
On the other hand, it is important to understand the context in which this happens. Today, the trend in digital products consumption is the multi-platform: depending on the time of the day and their activities, the users will choose different devices. Taking these issues into account will help us attract users and motivate them to use our products.
The methods for emotional connection between users and products are getting more varied every day. Immersive experiences generated through virtual reality devices with products, such as Oculus Rift, HTC Vive or Samsung Galaxy Gear VR, give us the possibility of recreating environments that can be applied in advertising actions to generate the presence of marks in the users and strengthen them. Going even further, the startup Fove added to VR devices the possibility of making eye contact with the characters in the virtual experience to maximize the emotional connections. This raises the adaptation of the experience depending on the analysis of biometric factors in real time, for example the eye motion. With this type of technologies we seek to achieve a greater degree of interaction and emotional connection between users and products.
In the same way, it is important to align the strategies for communication and design of interaction with the company’s trade objectives. Detecting what the users need and giving a response to those issues will make them use our products and, consequently, they will be satisfied and this will improve the conversions in our company.
In this sense, choosing user-centered design tools is highly recommended to address this issue. Such is the case of the startup E.mov that, in order to empathize with users in the process of designing an electric car, has tried user-centered design techniques. This has allowed them to find new features for capturing users through their emotions.
For all these reasons, designing interactions and planning commercial strategies altogether, will cause greater possibilities of success for our products and will also help improving the ROI.