{"id":19201,"date":"2022-02-09T19:46:20","date_gmt":"2022-02-09T18:46:20","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=19201"},"modified":"2022-02-09T19:46:20","modified_gmt":"2022-02-09T18:46:20","slug":"an-insightful-ux-love-story","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/us\/blog\/an-insightful-ux-love-story\/","title":{"rendered":"An Insightful UX Love Story"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u201cI knew it was the right service for me\u201d&#8230; \u201cI can&#8217;t stand it when all items disappear from my cart every time I click the back button.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is not your regular love story. Love and Breakup letters are a fascinating UX activity that helps you explore the relationship of an object or service with its users through personification.\u00a0<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">How does it work?<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">Let\u2019s say you want to know how your customers feel about the current checkout process, the new Special Offers page you recently added to your site, or your overall service\/product. You could start by asking them to write a \u201clove letter\u201d (or a \u201cbreakup letter\u201d) to your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the love letter, it\u2019s best to ask existing customers, because they\u2019ve remained loyal for a reason. Breakup letters can also be assigned to existing customers. But, we recommend reaching out to former and potential clientele in order to understand why they decided to leave, or never engaged with you in the first place.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have a pool of participants, you should provide instructions on how to complete the exercise. You want emotions to run freely, and don\u2019t want them to be restricted to a script. However, we recommend providing some talking points to guide their narrative. For example:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cDescribe a moment when [business] made you want to leave\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cWrite about how [business] has impacted your life for the better\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cExplain how you may have tried to salvage the relationship\u201d, or\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cTell me how you feel after leaving [business].\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As with any user research, love and breakup letters have disadvantages. The exercise might not throw good results if the participants are not creative and lack imagination. The writing can also be altered by the gender of the participants, the surroundings, and even by their emotional state at the time.<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">When do we use this technique?<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">This is a powerful activity to engage with users at a more emotional level. It is a fun exchange to collect qualitative user research data. These letters are also a more efficient alternative to asking about likes and dislikes in lengthy surveys. When you humanize the experience or product, users will reveal insights they would not think of otherwise. Depending on your audience and your goals, you can play this as a group activity, or as individual assignments.<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">How can qualitative complement quantitative data?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">At first sight, this storytelling might not sound relevant to data-driven companies. But, take a breakup letter with comments on how difficult it is to update a service on the website. What you might see in analytics is the lack of interaction with a certain CTA button, or the increase in some bounce metric, but you won\u2019t necessarily understand why.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Listen to your customers and they will surprise you with honest feedback. Act on that feedback and your business will have a better chance of success.\u00a0<\/span><\/p>\n<h1>So, now what?<\/h1>\n<p>Do you like the thought of doing UX Love Letters, but aren&#8217;t sure how to get started? We suggest writing a letter to us first!<\/p>\n<p>Lucky for you, it doesn&#8217;t need to be a <em>real <\/em>letter. You can get in touch with us by filling our contact form <a href=\"https:\/\/www.makingscience.com\/contact\/\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cI knew it was the right service for me\u201d&#8230; \u201cI can&#8217;t stand it when all items disappear from my cart every time I click the back button.\u201d\u00a0 This is not your regular love story. Love and Breakup letters are a fascinating UX activity that helps you explore the relationship of an object or service with [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":19281,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[385],"tags":[],"class_list":["post-19201","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux-ui"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/19201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/comments?post=19201"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/19201\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media\/19281"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media?parent=19201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/categories?post=19201"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/tags?post=19201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}