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.
Using brand- consumer relationships, perception and loyalty can help you create a better design.
In the ideation and user exploration phase.
- 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.