Thoughtfully designed products resonate with users on multiple levels, offering not only functionality and reliability but also an intuitive, enjoyable experience that can transform casual buyers into loyal brand advocates.
Understanding consumers’ needs and wants is actually the floor; its table stakes. Leading companies understand what consumers aspire to be, what using a specific product says about them, and the tribe they belong to. As companies strive to stand out in a crowded field, investing in innovative product design can be the key to winning hearts and securing long-term success.
Cracking the code: from like to love
In the symphony of consumerism, the journey from admiration to adoration is a nuanced dance of emotions, values, and human connection. Companies, akin to skilled conductors, orchestrate their products to resonate with the deepest chords of the human soul, creating harmonies that echo long after the purchase is made. Central to the phenomenon of consumer devotion lies a fundamental truth: products that resonate on a personal level transcend their functional utility to become emblems of identity.
Consider the enduring allure of the KitchenAid stand mixer, a product that is almost 100 years old and has 80 percent market share with availability in 160 countries. KitchenAid is a testament to craftsmanship and lifestyle aspirations. Beyond fulfilling needs, Robert S. Moser, vice president at Whirlpool Corporation, explains, “It’s about identifying the deeper value that lets you connect with that human being at a personal level, helps you become a part of the things they surround themselves with to define themselves to the world. That’s where passion and love comes from.” He adds, “You know you’ve hit an iconic status when users permanently tattoo your product on their skin, and this has been the case with the KitchenAid stand mixer worldwide.”
The psychology of passion: moving beyond surface appeal
Beneath the surface of consumer preferences lie the hidden motivations driving consumer behaviors. Through ethnographic research and a nuanced understanding of human psychology, companies can unearth the emotional triggers that foster genuine affection. By focusing on the outliers—the passionate advocates—rather than chasing mass appeal, brands can forge authentic connections that go beyond fleeting trends. As Paul Hatch, former CEO of TEAMS Design USA, notes, the true target market is “a target market of one: a person who will absolutely love that product or service.”
Consumer preferences are inherently dynamic, subject to rapid evolution and metamorphosis. In response to changing demographics and societal shifts, companies must adapt swiftly to meet the evolving needs of their customers. Central to this adaptation is the acknowledgement that consumers are not purely rational beings; their affections ebb and flow in response to a myriad of external stimuli, necessitating a comprehensive approach that encompasses the entire consumer journey.
Innovation through empathy: solving real-world problems
True innovation begins with empathy, understanding the needs and desires of consumers on a visceral level. By addressing real-world challenges rather than chasing trends, companies can create products that resonate authentically. Simon Davies, CEO at ilixir, ties this to highly customized experiences in catering and the world of food. Making a meaningful impact on people’s lives goes beyond mere features and functions. “More than asking about a dish that your consumer would like, we ask them about the ingredients they love and then create an experience which is personal to their taste,” Davies says.
The evolving innovation landscape in the realm of product design is problem-centric rather than category or feature-focused. Companies must identify pressing issues that affect consumers’ lives and develop solutions that address these pain points. By taking a human-centered approach, companies can create products that not only meet but also exceed consumer expectations, fostering long-term loyalty and satisfaction.
Authenticity in action: aligning values for success
According to a Global Newswire report, 95 percent of customers read online reviews before buying a product, and 62 percent of consumers will stop buying a product if they find that companies are censoring reviews. With consumers demanding transparency and authenticity in terms of product claims to composition, companies are bound to embody the values they espouse. Brands that foster a culture of integrity and purpose can attract both talent and consumer loyalty. It’s about more than just products; it’s about embodying a set of beliefs and principles that resonate with consumers on a deeper level.
This alignment of values is not confined to customer success; it extends to employees, who contribute to the success of any organization. Post-pandemic “brain drain” has led to a surge in new talent and research across industries. New employees prioritize alignment with company values over conventional benefits. Lindsey Maxwell, vice president at Teague, highlights the necessity for companies to pinpoint centers of excellence that align with values to attract and retain talent. Authenticity has transitioned from a mere buzzword to a crucial strategy for thriving in today’s fast-changing marketplace and managing both your customers’ and your employees’ satisfaction.
Riding the digital wave: embracing change in a connected world
The proliferation of social media and digital platforms has reshaped the consumer landscape and product life cycles, necessitating a willingness to adapt to rapid change. In the face of this digital revolution, companies must be agile and attuned to consumer feedback, using digital experiences to cultivate communities and foster personalized interactions.
By leveraging digital experiences to cultivate communities and foster individualized interactions, brands can not only keep pace but also lead, forging lasting connections with their audience. Maxwell’s insights underscore the crucial nature of this approach: “If you don’t create the feedback loop, customers will create it around you.”
As consumer demands evolve, companies will have to continuously innovate and engage with consumers throughout the journey. Like-to-love experiences are achieved only by understanding your consumer and managing their needs accordingly.
Thank you to ilixir CEO Simon Davies, Whirlpool Corporation Vice President Robert S. Moser, Teague Vice President Lindsey Maxwell, and former TEAMS Design USA CEO Paul Hatch, who shared their experiences on this important topic at our 2024 Future of Product Summit in Chicago.
