FROM EXPERIENCE: Products Talking to People—Conversation Closes the Gap between Products and Consumers

Abstract

Product design is a complex undertaking, requiring manufacturers to find a balance among business goals, regulatory guidelines, the requirements of the distributor and retailer, and consumer demand. Along the way, it is sometimes easy to forget that, in the end, an actual person will attempt to operate the product.Manufacturers are skilled at collecting and analyzing data about their customers and at using this information to formulate a “brand message”: those things a company wants to communicate to consumers, the expectations that should be set in the consumer's mind, and what feelings and associations consumers should take away from an interaction with the company and its products. But while this information may be useful in understanding demographic and economic aspects of consumers, it often does not help the manufacturer understand how the product and user should interact—how the product and user should “talk” to each other. Something is lost in translation as a product goes from being a conceptual instantiation of a brand to being an actual physical object that a consumer must communicate with and must manipulate. The result is an experience that reflects poorly on the product and the manufacturer.This article presents a framework for developing the interaction between user and product, using the metaphor of conversation between people. Human beings have developed a set of conversational rules and norms over the last few thousand years, and by leveraging these standards, manufacturers can create product interactions that provide a better experience to the consumer.