How falling in love is translated into product interest

Ola Nilsson

As part of the FBTB experience, we offer Design Lunches all the way 'til the conference in May 2021. The next one will be with Karin Eklund, Product Manager Software for the software in Autonomous autopilots at Toyota Material Handling Logistic Solutions.
– One of the things this talk will teach you is how the mechanism of falling in love can be translated into creating an interest in your product.

On our Design Lunch on the 13th of October, Karin Eklund from Toyota will share her thoughts in the talk: How experiences from your love life can be used to create great customer experiences.

One of the things this talk will teach you is how the mechanism of falling in love can be translated into creating an interest in your product.

Tell us about your upcoming talk, Karin!

– I will talk about the fact that we humans are made to create relationships. Solitude is not something we are good at. In the same way, as we create relationships with other humans, we also create a bond and relationship with things. Everyone working with branding is familiar with this phenomenon. Therefore you can look at the theories we have about how we build relationships between humans and use it to create good experiences for a product or service.

– The interactivity of software products creates even more similarities with human relationships since you interact with the product and must put some effort into the relationship from the beginning.

– One of the things this talk will teach you is how the mechanism of falling in love can be translated into creating an interest in your product. Another how a long-lasting marriage can give you ideas on how to keep users and customers to your product/service in the long run.

Why is it perfect for the FBTB community?

– Because it will give a new perspective that is not so much discussed before. I also think everyone has relationships that are important for them, and putting that knowledge and perspective into the job of creating excellent experiences will help you become a better designer and strategist.  

One big part of the FBTB Design Lunches are the discussion groups after the talks – what will be the main things that people will buzz about after your talk, you think?

– I think it will be a buzz about how to use this knowledge in different phases in the lifecycle of the service or product to create loyalty. A known truth when it comes to sales is that is much harder to get new customers than to build on an existing customer base. There will probably also be some memories from the participants' love life, that will pop-up in the discussions.    

Why are you into FBTB, you almost always visit the conference – what does it mean to you and your organization?

– I have been working with user experience for more than 20 years and seen the development of the area. FBTB has been there pushing the area forward and inspiring the designers for almost as long.

– I actually attended the two first FBTB conferences in Malmö in the early 2000 century so it feels like FBTB and I have been maturing side by side. Now I am a Product Manager Software and do not work hands-on with design any longer, but I am sure that the user-centered perspective that I have makes me much better in the role as Product Manager and helps me prioritize.

Service Design, User Experience, Business Design – what are your observations in theses Corona times – are the fields evolving, pushed aside, or what is happening?

– I think that the area is more important than ever. The ones who understand the end-user best will be the winners in the recession. But, with the said, my experience is that few companies have the courage to be long-sighted in a recession. There is a lot of pressure and stress, and that actually impacts the quality of our decision making. So in many companies, I think that it will be a hard time to get through with the priorities needed from an experience view.


To be invited to the Design Lunches, you'll need an FBTB ticket, get it here!

The host of this talk is Karin Eklund has more than 20 years of experience in the User Experience area working with companies like Volvo Cars, Semcon, Scania, Essity, Ericsson, and Ascom. She has been building up UX teams with governance models and processes several times during her career. She is now Product Manager Software for the software in Autonomous autopilots (forklifts) at Toyota Material Handling Logistic Solutions in Gothenburg.

The schedule for all the Design Lunches is to be found here!

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