Today I’m going to answer a question from Vincent, the cofounder of a B2B testimonial platform. His question is:
How can I evoke specific emotions in my users through my application?
Before answering this question, let’s add a bit of context.
Vincent has already developed a Web platform where users subscribe and share their experiences with professionals.
While some users love his concept, others struggle understanding it. Vincent would like to improve the customer experience to get more clients onboard and reduce the churn rate. If you’re not familiar with the churn rate, this is the number of paying customers your company loses per month.
The very first step in building a good customer experience is defining the feelings, the emotions and the thoughts you would like them to experience while using your app.
What to consider
To do this, take some sticky notes and write down how you want them to feel, like:
- User-friendly app
It can also be what you want them to think like, “This app seems easy to use.”
You get the point, right? So go ahead, pause the video and do it now. If you don’t have the time right now, watch the entire process and plan a quiet time in your calendar to do so. You will thank me later.
Is that okay? Are you done?
Next, go back to your customer journey map. If you don’t have one, I have another video that describes how to create specifications.
The customer emotion journey map
1 Splash screen
Attach a sticky note to each step of your customer journey map. Aim to assign just one emotion or one feeling per screen.
For example, let’s say that the first thing you want your customer to experience is a “wow effect.” So, you are going to design a beautiful splash screen.
Next, let’s assume that you want to impress them with the many things they can do with your app. You might want to add a screenshot carousel on the first usage, as an example.
We all know that people will flip through it, and they are not going to pay that much attention to these screens. But it can provide the specific impression you’re looking for.
Next, let’s say that we want people to think they can use it easily, without wasting much time. So, redirect your users right away to the main screen of your main app, without passing through any login or menu. It could be either a search engine or a specific functionality.
When they start to get what it’s all about and become curious about the result they are going to get, then it’s time to ask them to sign in. Like for e-commerce websites, you sign up whenever you want to buy.
Connect to your customer's emotions
Building a great app is all about connecting to your user’s emotions. These emotions are key when encouraging them to use your app, and of course, give you money in return.
So, to conclude and answer Vincent’s question, I’d like to point out a well-known formula for business that applies to apps as well:
In order to use your solution, people need to:
- Know you
- Trust you, and
- Like you
Be sure to cover all these areas in your app while designing your app content and generating emotions.
Now if like Vincent, you have a specific question for your project, just go ahead and ask on myctofriend.co/ask.
I will do my best to answer your question by video or redirect you to an existing content that will answer it.
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I will be waiting for your questions, and I look forward to seeing you in other videos. Cheers.