Feelings Matter

70% of buying experiences are based on how the customer feels they are being treated. - McKinsey

We are both rational and irrational creatures, simultaneously guided by head and heart. Feelings matter and, in contrast to marketing and advertising tricks, treating someone with warmth and respect is the right thing to do. It is also profitable for a business to pay attention to the feelings of their customers.

So, how are you taking into account the feelings of your customers through their entire experience with you? Let’s do an exercise, shall we?

Starting with the idea that feelings matter, put yourself in the purchase experience of your customers and consider everything. They must receive signals that you genuinely care for each person that has contact with your business. Here’s an example of what this exercise looks like in the world of mobile gaming:

 

  • Accessibility - many companies hide their contact buttons or information. I’m an advocate for giving them premium positions in the User Interface. I want people to reach my service team whenever they want without leaving the app to search for some obscure email address that no one answers.

  • Ease of Use - designing UIs is difficult work and should be vigorously tested from a customer perspective. Sometimes what makes sense for your production team isn’t what makes sense for your audience. Anything unclear or painful needs to be fixed. Nailing this and being able to optimize it with player feedback shows you really care.

  • Clarity - I once consulted a team that ran sales with in-game signs that read “70% OFF!”, but when purchased the discount was only 30 percent. In their minds it made sense to highlight that items were now 70 percent of their original cost - extremely confusing in a global marketplace. Proofread and edit your copy like crazy. If in doubt, remember the 3 C’s: Clear, Concise, Cogent.

  • Purchase Feeling - Every game I’ve worked on I’ve pushed for awesome purchase feeling. The visuals, animations, sounds, content of the purchase, and first player experience after purchase must make me have a digital OH-BABY-YEAH!

  • Monetization - Everything must be obtainable by grinding. I’ve received a lot of pushback from this idea since day 1 in gaming, but have never heard a convincing argument otherwise when it comes to F2P. Even if you do this, you’ll inevitably hear cries of P2W, but this can always be countered somewhat if you remember the golden rule of F2P - Time vs. Money. Skill is a completely separate issue, which needs to be a part of game design from the start.

  • And much more….

My example above is by no means complete, but should be enough to give you the idea that no detail is too small to consider. Design to delight.