When I talk to clients about experience design, or UX design, I tell them it’s all about the emotional response people have when they interact with your product, brand, or service.
Most people think emotions just happen, like they’re not something you can design for. So they just put something out there and hope for the best. They think one can’t control how people react to their products. While some of that’s true, you can stack the deck in your favor by simply asking the who, what, where, when, and how as it applies to end user benefits.
People need a reason to use and keep using something, so think about the benefits your product provides to the end user. By the way, don’t confuse benefits with features and functionality. The latter two are tangible attributes, whereas benefits are an outcome, the positive feelings one develops from interacting with your brand, service, or product.
When developing and designing something, it’s easy to get so bogged down in the minutiae that one doesn’t see the forest for the trees. We start to perceive benefits to the end user where there aren’t aren’t any. Products get larded up with bells and whistles that no one needs. Or worse, we get another “me too” also-ran that’s no better than what’s already out there.
If you’re not providing your customers with some advantage over what already exists, then you’re not really designing an experience. You’re just putting out some product.