Human - Product Interactions & Emotions
3 things product managers should have in mind when creating products that evoke a positive emotion
What are emotions and how do they affect humans while using products?
Emotions are a fundamental aspect of the human experience, shaping our perceptions, actions and relationships. Human-product interactions encompass a wide range of factors, from the physical and cognitive aspects of use, to emotional and social dimensions. A successful product manager takes into account all of these factors to create products that are not only functional, but also provide a positive, enjoyable and meaningful experience for users.
To succeed in your role as a product manager, it's useful to have a basic understanding of user experience. Why? If you’re trying to solve a problem that a user encounters everyday, one way to increase adoption of your product or solution is to make sure it’s easy to use, as well as make them feel good about using it.
We have to remember that ‘First impressions count’. As Product Managers we need to make sure those reactions are and remain positive.
Creating products that people love is an ongoing process. It requires a deep understanding of your audience, a commitment to quality and improvement, and a willingness to adapt to changing circumstances.
Emotional vs. Cognitive Interaction with Products
Emotions are reactions to stimuli, but feelings are what we experience as a result of emotions.
Emotional interaction involves the feelings and emotions that a product can evoke in users. Well-designed products can elicit positive emotions, such as joy, satisfaction and attachment; or negative emotions such as frustration or disappointment. These emotions can significantly impact the overall user experience and user satisfaction. Some of the key factors of emotional interaction that product managers should consider are: the aesthetics (the visual form of how a product looks); and what users feel when they interact with a product.
Cognitive interaction relates to the mental processes involved when using a product. It includes tasks such as problem-solving, decision-making, memory and learning. Products that are designed with cognitive ergonomics in mind are more intuitive and user-friendly. When users read information presented to them on a screen, they go into cognitive mode to determine how to process the information.
While focusing on emotional engagement can enhance the user’s satisfaction and loyalty, delivering great cognitive interactions ensures that users can efficiently achieve their goals. A balance between these two aspects is essential for a successful product.
A great example of a product that has achieved this balance is the learning app Duolingo. Users experience both emotional interaction where they enjoy the visuals and reaching the next step on the journey, and cognitive interactions with learning and giving their input on the app processes.
How to create products that evoke positive emotions?
There are three things that product managers should have in mind when creating products:
Creating for ease of use and enjoyment: A successful user interface (UI) should be simple and intuitive. We need to avoid unnecessary complexity and clutter. It’s important to use clear language and visuals to guide users. Maintaining consistency throughout the product starting from the layout, navigation, and interaction patterns helps users feel at ease and reduces confusion. One real life example of a product for this purpose is Spotify that offers music streaming and it’s known for its user-friendly interface and extensive music library. It's designed to make music discovery and streaming a pleasurable experience.
Creating a multi-sensory experience: Sensory interactions pertain to how products engage our senses. This includes visual aesthetics, tactile feedback, auditory cues, and even olfactory or taste-related elements in certain products. Sensory experiences can greatly influence the overall user experience in products. A good example here is Virtual Travel Apps that offer virtual travel experiences by allowing users to explore famous or exotic destinations through 360-degree photos and videos. In this case, this provides a visual and auditory sense of being in a different location.
Designing for a global audience but researching your target audience: Targeting a diverse group of people is an essential task for product managers. We should have a deep understanding of cultural and behavioural differences between users. Starting from comprehensive market research Product Managers should gather data that allows them to have a clear understanding of the target audience and ensure that the product meets their needs and expectations. A good example is Netflix, who have created original programming that caters to different demographics and interest groups.
Conclusion
At the end of the day, even in an increasingly robotic/AI driven age that focuses on fewer human touch-points, human interactions still matter for our users. Understanding the role that emotions play in how users will interact with our products helps product managers in their attempts to build more meaningful products.
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