Redesigning with heart: a journey into emotionally intelligent design
Allow me to take you back to a project that changed the way I think about design.
Some time ago, my team and I were handed a massive task: overhauling a company’s website and integrating dozens of different applications. This wasn’t just a superficial facelift. We had to rethink the entire information architecture, streamline user flows for multiple personas, and integrate new brand guidelines. We were ready to create something spectacular.
As always, we kicked things off with design thinking workshops to understand business needs and define the problem. We analyzed all available Google Analytics data about user behaviors, and we used Lucky Orange data to understand heat maps and scroll data. We conducted countless user interviews and mapped out detailed user journeys. To prioritize features and understand user satisfaction, we used the Kano Model, a way to see what features users need, what they like, and what will make them really happy.
Despite our efforts, we hit a wall. We were making progress, but it felt like we were missing a crucial piece of the puzzle.
The breakthrough: service blueprinting
We needed answers, so we decided to look at the bigger picture and create a service blueprint. This was a game-changer.
A service blueprint is a detailed map showing all the interactions a user has with a company, both frontstage (what the user sees) and backstage (behind-the-scenes processes). It’s essential because it helps us see the entire user experience, not just isolated parts. We enhanced it with journey mapping.
The blueprint revealed something surprising: despite the availability of numerous web applications, users preferred to call customer service. The urge to talk to a human was stronger than using digital tools. We needed to understand why.
Understanding user emotions
This was a turning point. The challenge wasn’t just about integrating apps; it was about changing user behavior. We needed to understand the emotional journey our users were on. What were their frustrations and anxieties? How could we design an experience that alleviates these emotions? Our research showed users felt more secure talking to a person than navigating a complex digital interface.
Tapping into visceral and behavioral responses
To address this need for human interaction and make digital tools more appealing, we created a unified, seamless flow and design for all applications. We used metaphors and language familiar to users, making digital interactions intuitive and comfortable.
We proposed integrating a bot that could imitate customer support. When we interviewed customer service representatives and analyzed phone call data, we learned how to make this bot more useful to users. Most importantly, this bot provided users with the reassurance they needed without having to pick up the phone.
Here’s how we approached it:
- Unified Design Language: We established a consistent design language across all applications. This made navigation intuitive and reduced cognitive load.
- Real-Life Metaphors: We used everyday metaphors to make digital interactions feel natural. We aligned the interfaces of our web apps to what our users use every day to help them relate their digital tasks to physical ones.
- Real-Time Assistance: We proposed to integrate a responsive bot that mimicked customer support interactions. This bot could answer questions, guide users, and offer reassurance, making users feel supported at every step of the journey.
- Clear and Simple Navigation: We redesigned user flows to be easy to follow. Clear navigation paths, intuitive menus, and well-defined steps helped users move through tasks with confidence.
- Visual Feedback: We used visual elements to create a sense of safety, trust, and delight. Positive feedback cues for successful actions provided users with immediate validation.
Empathy at the core
But we didn’t stop there. We wanted users to feel a sense of accomplishment and engagement. We added features that tracked progress and provided actionable insights, allowing users to reflect on their achievements and feel more connected to their work.
Empathy was our guiding principle. We put ourselves in the users’ shoes and designed for their emotional needs. When users felt understood and supported, their connection to the product strengthened.
Steps to enhance emotional intelligence in design
User research
Conduct comprehensive user research to gain deep insights into users’ needs. Use interviews, surveys, usability testing, and field studies to gather data that will inform your design decisions. Leaders should ensure that their teams have the resources and time to conduct thorough research.
Empathy mapping
Create empathy maps to visualize what users feel, think, and experience at different touchpoints. This helps you see your design from their perspective and address emotional needs effectively. Encourage your team to regularly update these maps based on user feedback.
User journey mapping
Develop detailed user journey maps to capture the entire experience from the user’s viewpoint. Highlight interactions and emotions at each stage to pinpoint opportunities for delight and empathy. Leaders can use these maps to identify strategic areas for improvement and innovation.
Service blueprinting and design
Take a holistic approach by mapping out the entire service ecosystem to ensure a seamless and emotionally resonant experience. Identify and address gaps or pain points in the service delivery process. This approach can help leaders align cross-functional teams and improve overall service delivery.
Gathering emotional feedback
Go beyond traditional usability testing and gather emotional feedback. Ask users how they feel when interacting with your product. Understanding these emotions will help you make more informed design choices. Leaders should foster a culture where user feedback is valued and acted upon.
Iterative design process
Continuously iterate on your designs, focusing on both functionality and emotional impact. Use feedback to refine and improve the user experience. This ensures your design evolves to meet users’ changing needs. Leaders should champion an iterative approach and support their teams in making incremental improvements.
Conclusion
Emotionally intelligent design isn’t just a trendy term; it’s essential for creating meaningful user experiences. Embedding empathy into your design process enhances user satisfaction and builds lasting relationships. Users who feel understood and valued are more likely to stay loyal.
In the words of Hemingway, “The best way to find out if you can trust somebody is to trust them.”
Trust your users, understand them deeply, and let emotional intelligence guide your design decisions. Emotionally intelligent design transforms ordinary interactions into extraordinary experiences, fostering loyalty and satisfaction.
The article originally appeared on UX Design Lab.
Featured image courtesy: Mark Daynes.
