Instead of directly asking people what they like or don’t like about a particular brand, product or service, this method gives insight into their perceptions by eliciting feelings based on real-life experiences and interactions through writing a love or breakup letter.
To be used in the ideation and user exploration phase.
Using brand- consumer relationships, perception and loyalty can help you create a better design.
- Decide how many letters you would like to have and what the character is of the insights you are gathering. Organise either a group meeting or a way to receive individual letters.
- Ask participants to write a break-up letter for the brand or product they are saying or said goodbye to.
- Ask participants to write a love letter for the brand or product they are currently in love with.
- Gather your team and go through all letters. Try and find commonalities between them and see what elements influence the relationships the most. List those and give them a rating in terms of importance for your design.
Focus on the moments that matter the most (i.e., the moments that cause someone to stay or leave a relationship).
A hierarchical overview of brand- or product relationship influencers.
Use the input from the letters to decide on next steps to take.
Source: MediaLAB Amsterdam
HANINGTON, Bruce; MARTIN, Bella. Universal methods of design: 100 ways to research complex problems, develop innovative ideas, and design effective solutions. Rockport Publishers, 2012./
Fincke, A, 2014, 6 Designers Break Up With Once-Cherished Products. Co.Design [online]. 2014. [Accessed 23 September 2015]. Available from: http://www.fastcodesign.com/3025448/6-designers-break-up-with-once-cherished-products