So many different products around us. All of them trying to be more shiny and shimmery than its competitors, and more successful in grabbing our attention on a daily basis. And this is actually just the tip of the iceberg. The thing is – lot of great ideas and production attempts failed to be visible on the market scene due to underdeveloped production strategy, not enough resources for marketing backup, or simply because enthusiasm was not high enough.

##Why don’t you like my product?

Sometimes, even though all devotion and resources are there, a product is still not recognized and loved by masses. And why is that? What makes a real difference between the products which have achieved a great success and the rest of failed ones? What do all successful products have in common? How to make sure people will appreciate your product? Not surprisingly, questions like these are one of the hottest queries in the web browsers. Of course, these are followed by at least respective number of attempts of answers, case studies and expertises.

##Let me feel you

For starters, safe point to agree on is that ultimate guide for success is to focus on the emotions your product evokes. If the context set for the product triggers positive and cozy atmosphere, customers will remember it and come back to you.

Good way to begin with understanding your customers is to integrate empathy maps in your research. Empathy maps are a pretty useful tool which became popular recently as really important and effective in giving information on creating user personas. Everything you need to implement them is:

  • one whiteboard,
  • few pencils, and
  • lots of sticky notes.

Before starting the process, fill the room for discussion with your stakeholders, product developers, salespeople and copywriters. Once you’re all there, begin with drawing four quadrants on your board, and brake them into ‘Thinking’, ‘Seeing’, ‘Doing, and ‘Feeling’ segments.

The idea is that all of you try to get rid of your preconceived notions about your future targeted users and try to empathize with them. In practice, this means writing down what users’ thoughts could be, from which perspectives they would approach your product, how they would interact with it and which emotions would it trigger.

Also, in order to engage wider discussion and make consensus on problems your users have and solutions your product will provide to them, you can add ‘Pains’ and ‘Gains’ segments on the bottom of your map.

Special tip:

To make sure your board is filled with relevant ideas, empower yourself with data from user interviews, insights from analytics which are related to customer actions with your product, some common conceptions, as well as (social) media mentions about users you are trying to empathize with.

Make sure not to leave the room before the board is covered with sticky notes telling what your users think, see, do and feel! :)

Enjoy the process and start making awesome, usable designs users will love.


We strongly believe in importance of usability testing. This is why we are dedicated developers of KonceptApp – pioneering type of service for usability testing in pre-development stage. What about you? Do you think there is an adequate substitute for user testing?