romance: the emdash process 04

The experience can and should be beautiful while solving a real, human problem.
Ellaluna Taylor
September 14, 2021

Our final part is here, and a big thanks to those of you who stuck through it. No problem if you're jumping in now either. You’ll definitely find something useful & interesting, and you can always read through the others after this one.

This is the fourth in a series of 4 articles that outlines our process Action, Adventure, Danger & Romance that we like to follow when partnering with a business to launch their digital product or really make their customer experience shine, but in reality it’s a framework that anyone, be it founder or product owner, can apply to structure their approach when making their big idea a reality.

That brings us to the final phase. And who doesn’t love a little romance in their lives?

For a great story to have it all, you need a love interest for your hero, and we believe this love interest should be your idea. You need to capture your customer’s attention and make your idea desirable. But visual appeal alone is not enough. You need to make your customers fall in love with your idea to truly give your story a happy ending.

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1. reduce barrier to entry
2. identify opportunities
3. adapt where needed

There are so many possible ways to make your product as desirable as possible; far too many to list here, but there are certainly activities that are the bare minimum you can do.

A sure fire way to make your customers fall in love with your idea is reducing the barrier to entry and providing a great on-boarding experience.

Nobody wants to try to use a new product or service and not know what to do next. They want to get straight in there, so It’s all about reducing the cognitive load.

Bombarding your customers with request after request for data and front-loading the entire experience can be off-putting.

By getting to know our hero, we understand what brought them here, so let them know why they should stick around by calling out what goals you’re helping them achieve and how you’re going to help them do it.

Flatter them by using the same words they do and avoid using jargon, and don’t be afraid to reveal your true personality - in short, be more human.

Finally, you don’t want customers to use your product or service once and never come back, so make it as sticky as possible by constantly talking to them then show you’re listening by updating features based off feedback.

That one feature they’re absolutely hanging out for might not be there yet, but if they can see you’re always updating and improving, then they’ll be assured it will arrive eventually.

The experience can and should be beautiful while solving a real, human problem.

Remember that the experience can and should be beautiful while solving a real, human problem. Nowadays customers are sophisticated creatures when it comes to new products. They’ve been spoiled rotten so there really is no excuse not to meet this base level of expectation.

To sign-off, we couldn’t put it better than the words from one of our personal heroes, so please read the quote below…

“Good design is innovative. Good design must be useful. Good design is aesthetic design.”
- Dieter Rams