Emotion-Focused Strategies for Product Development

Transforming a Digital Product into an Emotional Companion

Commissioned by teleobjects™, a start-up in IoT (the Internet of Things) industry, we conducted more than 100 in-person interviews, field research and workshops to uncover customers’ emotional needs. Based on the emotive insights, we developed strategies to help differentiate its first product, Ticker, from competitors-- such as Google Home or Amazon Echo.


Project Timeline: January to April 2017

In the process of developing its first IoT product, Ticker, the product team at teleobjects has produced a beautiful working prototype. However, strategically, there was uncertainty on how to position it in the market with a distinguished value and who their target audience might be.

Phase 1 | Discover

Conducting a series of field research, in-depth customer interviews, usability testing and workshops, we collected user stories and gained a good understanding of people’s relationship with technology at large.

Phase 2 | Envision

We wrote and illustrated fictional stories-– what we call Speculative Use-Cases–- around teleobjects in order to capture people’s first reactions and candid remarks, through which we extracted emotive insights.

Phase 3 | Build

Through synthesizing the emotive insights, we mapped out the Emotional Landscape, and developed emotion-focused strategies, identifying the Psychographic Segments, Consumer Tensions, Emotional Values, as well as the key innovation opportunities for Ticker.

Phase 4 | Sustain

In our weekly check-in meetings with the product development team, we shared insights throughout the process, which were then incorporated in each iteration of the product. We packaged our main insights in an easily searchable customer database for the team to carry forward with.

Read an article about the key insights from our research.

The family of teleobjects

The family of teleobjects

Field Research

Field Research

Emotional Landscape of People's Relationship with Technology

Psychographic Segments of Target Audience

Psychographic Segments of Target Audience