Designing Products That People Want: The Power of Emotion in Construction Innovation.

Andrew Spencer
Mar 17, 2025
4 min read

Introduction

Have you ever used a product that just doesn’t make your life easier? Maybe it lacks the key features that similar products offer or even adds unnecessary frustration to your workflow. In a fast-evolving construction industry, where efficiency and performance are paramount, every product needs to serve a purpose—and that includes how it makes users feel.

What’s Included in This Blog?

This blog explores how emotions influence product selection and adoption in the construction industry. We’ll cover:

Why emotions matter in product design – Understanding the link between user experience and product success.
How to conduct user research – Gathering insights on user needs, frustrations, and desires.
Planning your research approach – Using the right methods at different stages of product development.
Beyond the physical product – Considering service, ease of installation, and industry positioning.
Breaking down research findings – Organising insights into key categories: Likes, Wishes, Frustrations, and Dislikes.
Implementing research insights into design – Turning user feedback into actionable improvements.
Continuous improvement through testing – Refining the product through iterative feedback and evaluation.

Why Is This Relevant?

As the construction industry evolves, manufacturers are under increasing pressure to innovate and introduce new solutions. However, with more products entering the market, it’s critical to ensure that innovation isn’t just about new features—it’s about creating products that truly improve performance, efficiency, and user satisfaction. Understanding the emotional drivers behind product adoption can be the key to standing out in a crowded industry.

Our Experience at NOVA

At NOVA, we specialise in collaborating with manufacturers to develop innovative solutions that genuinely meet industry needs. Our multi-disciplinary team combines creative problem-solving with deep construction expertise to deliver products that drive real change.

In one of our recent projects, we conducted user research to explore a potential market opportunity. Through a series of in-depth interviews, we uncovered key frustrations, desires, and gaps in existing solutions. This research informed the development of a product designed not just to function better, but to feel better for the users—simpler, more intuitive, and more reliable.

Emotions Drive Product Choices

“Emotions guide users in choosing products they think work best.”

People don’t just choose products based on logic—they make decisions based on how those products make them feel. Whether they realise it or not, users are drawn to products that feel intuitive, trustworthy, and aligned with their needs.

In the construction industry, where functionality and performance are critical, emotions still play a key role. A product’s ease of installation, reliability, and the confidence it inspires on-site can determine whether it gets widely adopted or overlooked. By understanding these emotional drivers, manufacturers can design solutions that don’t just work but truly connect with their users.

Conducting User Research: Understanding Needs to Design with Emotion

User research is the foundation of designing products that truly resonate with people. It involves gathering insights into the needs, behaviours, and challenges of your target audience to create solutions that enhance their experience. By conducting interviews, surveys, observations, and usability testing, you can ensure your product aligns with real-world user needs—not just assumptions.

Planning Your Research Approach

Different stages of product development require different research methods:

Early Insight Stage (Before a Physical Product Exists): In-depth user interviews can help paint a clear picture of industry pain points, frustrations, and unmet needs—laying the groundwork for meaningful innovation.
Prototyping & Testing Stage: Observations, usability testing, and feedback sessions allow you to refine and validate the product’s design and functionality.
Post-Launch & Iteration: Surveys and real-world usage data help fine-tune the product for future improvements.

User research isn’t just about validating an idea—it’s an opportunity to identify weaknesses in existing solutions, uncover innovation gaps, and find competitive advantages.

Looking Beyond the Physical Product

When designing with emotion, it’s important to consider more than just the product itself. Think about:

The overall user experience – from installation to daily use.
The service and support that accompany the product.
How the product is referenced or specified within the industry.

By broadening your focus, you can create solutions that feel intuitive, seamless, and satisfying to use—not just functional.

Pro Tip: Always Record Your Interviews

Whether conducting interviews in person, over the phone, or online, always record the conversation (with permission). Relying solely on notes can lead to missed details, whereas a recorded session provides a reliable reference for deeper insights.

Breaking Down User Research Findings

To fully understand user needs, categorise findings into four key areas:

Likes: Identify what users value in both direct and indirect product features. What aspects make their work easier or more efficient?
Wishes: If there were no limitations, what would users ideally want from a product? Understanding their ultimate vision can drive innovation.
Frustrations: Pinpoint pain points—what aspects of current solutions are inefficient, costly, or time-consuming? Look for bottlenecks that cause delays or extra expenses.
Dislikes: Identify what users dislike about existing products or competitors. These gaps present opportunities for improvement and competitive differentiation.

Understanding the emotions behind these responses allows you to refine your product to better meet user expectations.

Turning Research into Actionable Design Improvements

User research is only valuable if it’s actively implemented. Integrate insights directly into your design criteria and prioritise aspects that have the greatest impact on user satisfaction.

Identify key areas for improvement—whether it’s ease of use, efficiency, durability, or overall experience.
Ensure these elements remain central to your design decisions.
Continuously test the product against user criteria and refine it based on feedback.

The goal is to create products that not only function well but also evoke a positive emotional response—making users feel confident, comfortable, and in control.

Conclusion: Designing for Emotion Is Designing for Success

Creating products that truly resonate with users goes beyond technical performance—it’s about understanding the emotions that drive decision-making. In the construction industry, where efficiency, reliability, and ease of use are crucial, products that make users feel confident and supported will always stand out.

User research is the key to unlocking these insights. By listening to users, understanding their frustrations, and designing solutions that meet their needs, manufacturers can create products that are both innovative and widely adopted. But research alone isn’t enough—it must be actively applied.

At NOVA, we believe that true innovation comes from a deep understanding of users. By designing with emotion in mind, we help manufacturers develop products that don’t just work, but enhance the way people work.

If you want to ensure your next product truly meets the needs of your target audience, reach out to me directly at andrewspencer@poweredbynova.co.uk. Let’s create solutions that drive real change in the industry.