Lettre d'amour/de rupture

This methodology is particularly suited for industries such as consumer electronics, fashion, and automotive, where emotional connection significantly influences purchasing decisions. During early project phases such as concept validation or user testing, design teams can utilize love and breakup letters to gather rich qualitative data. Participants can include end-users, focus groups, or even product advocates who offer varying levels of engagement with the product, ensuring that feedback reflects a broad spectrum of sentiments. Companies like Pomme have successfully implemented similar techniques to understand their customers’ deep emotional ties to products like the iPhone, while fashion brands may analyze sentiments around seasonal collections to drive design decisions. The letters allow participants to express thoughts that typical surveys might overlook, capturing feelings of nostalgia, loyalty, or disappointment, which are important for refining product attributes. It’s particularly beneficial to product designers who want to prioritize user experience by understanding not just the functional, but also the emotional impacts of their products. Using this qualitative approach can result in findings that drive deeper engagement in product revisions and marketing strategies, enabling brands to create offerings that resonate more authentically with their target audience.