ENTREPRENEURSHIP / JAN. 29, 2015
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4 Ways to Use Empathy to Create Products People Love

Traditionally, products were designed according to technical requirements and functionality. However, the market is becoming more complex. Although products today come with additional features and applications, there is an increased demand to make them not only interesting to consumers, but also understandable and usable. Eliciting the empathy of consumers when making a product is a sure way of winning them over, and you’re able to do this in the following ways:

Emotionally Engage Users

Experts advise that the technological and business interests should be secondary to people’s emotional needs. At the end of the day, people are at the core of utilization. You need to demonstrate that you deeply understand customer needs and requirements for them to love and want to purchase your gadget or tool. Design products that evoke positive emotions in users. Consumers should be able to feel good about using something you have made, therefore give them a rewarding experience.

Humanize Your Products

When coming up with a product, you have to understand whether the current culture is ready for it. Consider the cultural adoption of the gadget or tool you are creating by determining the product-market fit. The best way to do this is to make it familiar and to humanize it, so that potential buyers have a connection with it in order to be able to use it.

Make Products an Identity

Although you want to create a utility with a wide application, it is better to have what is called a ‘product stance’. Sticking to a specific model for your gadget or tool might mean locking out new consumers; however, it prevents your product from becoming bland and losing its appeal. Your consumer base remains intact because you’re producing something that is faithful towards fulfilling their needs. Furthermore, your product is much more easily identifiable giving it stability and a strong brand personality.

Obtain and Utilize Feedback

It is important to consider what consumers have to say about products you’ve launched in the market so that you see how well it works for them, what needs adjustment and what can be added to make the product better. You can obtain feedback by conducting market research within communities and ethnographic groups. Listening to and addressing customer needs expeditiously enables you to earn their trust, and they’re guaranteed to come back for your services.

Leading marketing expert Jon Kolko says that there are four key steps towards having empathetic insight to appeal to customers. The first is that you determine a product-market fit by seeking signals from communities of users, after which you identify behavioral insights by conducting ethnographic research. The final two steps include sketching a product strategy and polishing the details through visual representations. Most consumers need products that simplify daily processes for them. You should in turn simplify the design process so that you’re able to get to the core of customer requirements. When people love a product, then your business is insured because you know that they’ll keep coming back for more.

 

Image Source: The Parkwood Post

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