Globant’s fourth and final edition of the Sentinel Report for 2015, called Frictionless, introduced its approach to measuring the level of friction that a product or service imposes upon a user. A frictionless experience is a series of events that help the user obtain effective results through minimal effort and positive interactions.
The report includes five elements for measuring friction: Cognition, Emotion, Context, Intelligence & Adaptation.
Emotions are at the core of human actions when it comes to making quick decisions in our day-to-day activities. Our emotional reactions to internal and external stimuli actually influence a lot more of our behavior than our conscious, rational choices.
Research has shown that attractive things heighten emotions. This includes the desired visceral (look, feel, and sound) and reflective (memory, culture, and learning) interactions that”wink” at the user.
Companies need to measure the level of alignment of emotions that users experience on different customer journeys.
Listening to and tapping into the right emotions throughout the digital journey plays a major role in forging the emotional link that creates long-term positive relationships, impact, and engagement, even when obstacles are unavoidable.
Relying on stereotypes or theoretical assumptions can be dangerous, especially when people expect personalized service and instant satisfaction, hence businesses have to look beyond generalized data.
Balancing behavioral efforts with emotional impact is fundamental to creating truly fluid and memorable experiences.
After a survey revealed that over 50% of Polish teens don’t do any exercise, the non-profit organization Run With Heart Foundation partnered with several major music labels on Moving Tracks. Available to download as of May 2015, the free mobile platform allows users to listen to new, unreleased music when their device senses movement. According to the Run With Heart Foundation, the scheme was designed to incentivize exercise and combat childhood obesity via the motivational value of music.
Who thought technology could also touch human emotions in such ways?by