Each product has a relationship with its users. And vice versa. How successful this is is determined during development. By making conceptual and functional choices: what does the product do for the user, what problem does it solve, what does it have to offer? The answer is partly to do with tangible ergonomic features.

Human-machine interaction

Increasingly however, functionality and interaction is driven by the digital heart of a product. And so we think about smart control concepts, feedback to the user, metaphors and symbols. Big buttons, small buttons, round buttons, lots of buttons or no buttons at all? What do I see on the display, when, and why?

Alongside the functional aspects, the emotional aspects are of great importance. Is the product able to connect with the user emotionally? Does the product have positive surprises for the user? A positive product experience reinforces the brand experience and allows users to help the product become a success. This gives the flywheel of the brand reputation another push.