You don’t at all times discover the delicate issues manufacturers do to make you’re feeling one thing. An sudden smile, a small spark of feat — it occurs when you’re utilizing the product, and also you don’t overthink it. You simply understand it made you’re feeling a sure approach.
What you may not understand is that these moments are sometimes the results of sensible product design — deliberate, considerate choices meant to construct an emotional connection between the product and the individual utilizing it.
In product design, an emotional facelift isn’t about altering how one thing seems, however slightly altering the way it feels. It’s that additional layer of character, tone, and empathy that turns a software into one thing individuals really get pleasure from utilizing.
For Omnisend, that meant creating small, intentional particulars that assist customers really feel supported, celebrated, and understood. As a result of good design solves issues, however nice design makes you’re feeling one thing.
Designing emotion into on a regular basis moments
As Omnisend set out on its emotional facelift, Karolina Stonkė, Director of Product Design, made clear that the workforce’s purpose wasn’t to revamp the product’s look however its really feel.
“We created the emotional facelift to attach with our customers on a extra human stage, via readability, help, celebration, and reassurance,” Karolina explains. “The main focus wasn’t on including new options or altering our branding. We needed to design emotion proper into the product expertise.”
The replace touches all the pieces from loading screens to milestone messages. Refined particulars meet customers at simply the appropriate second, whether or not they’re ready, reaching, and even stumbling.
“Good person expertise has at all times been one thing that units Omnisend aside,” she says. “This was about making that edge even sharper. However emotional design isn’t one thing you end. It’s a mindset that retains evolving.”
The science and intuition behind emotion
A part of the facelift’s basis got here from analysis, but in addition from one thing a lot older — human intuition.
“Individuals fall in love with merchandise which might be satisfying to make use of,” says Karolina. “Analysis spanning greater than 30 years, together with Materials’s Expressive Design research, confirms it. That first spark of enjoyment turns into belief, and belief turns into loyalty, and it doesn’t matter if it’s an app, a automobile, or your favourite pair of denims you simply can’t half with.”
The product design workforce leaned on design considering — listening, defining, exploring, creating, and testing — however with a twist: they paid shut consideration not simply to what customers stated, however to how they felt.
“Each hesitation, smile, or expression gave us clues,” Karolina explains. “These feelings formed the expertise in methods information alone by no means may.”
Even the smallest interactions mattered. A playful loading display, for instance, can change how time feels.
“Typically customers really feel like their ready time is shorter just because the expertise is satisfying,” she says. “Notion may be extra highly effective than actuality.”
Discovering inspiration and studying what to keep away from
Design developments may be enjoyable, however for a timeless strategy, stability is vital. For instance, skilled instruments typically look smooth however really feel intimidating, and Omnisend needed to keep away from that.
“A whole lot of instruments are highly effective however emotionally flat,” Karolina says. “We needed individuals to really feel comfy, supported, and impressed, like having a artistic pal by your facet, cheering you on.”
She factors to Canva for example of getting that stability proper.
“Canva does this fantastically. It’s been an enormous inspiration for creating an expertise that’s each thrilling and approachable. I’m an enormous fan.”
However there was additionally a transparent line the workforce refused to cross.
“We didn’t need to mess with usability, that was non-negotiable,” Karolina says. “The purpose was to seek out that candy spot between enjoyable and clear. If one thing brings pleasure with out disrupting the duty, it stays. If it dangers confusion, it goes.”
Giving Omnisend extra character (and a face)
Probably the most seen components of the facelift is the brand new mascot named Omni — a small, expressive determine that pops up across the product.
“It’s our Omnisend emblem reimagined,” Karolina explains. “Delivered to life with arms, legs, and simply the appropriate contact of perspective. Omni, able to stroll the discuss.”
Omni acts like a pleasant sidekick: heat, optimistic, and there once you want just a little increase. It celebrates wins, softens frustrations, and provides a wink of character to in any other case routine moments.
“We’re very intentional about the place it seems,” Karolina says. “Solely in moments the place a contact of humanity really makes the expertise higher.”
That stability between professionalism and playfulness is on the coronary heart of your entire facelift.
Measuring emotion
Designers can’t A/B-test happiness, however Omnisend’s workforce nonetheless discovered methods to trace emotional affect alongside the information.
“We measure each numbers and feelings,” Karolina says. “Engagement metrics, suggestions tone, even the language customers use to explain their expertise. When the information improves and the suggestions feels hotter, we all know it’s working.”
And a few suggestions stated all of it:
“One person instructed us, ‘My job is type of boring, and these modifications make it just a little extra enjoyable for me.’” Karolina smiles. “I’d say that’s mission achieved.”
When small issues make an enormous distinction
It’s simple to underestimate particulars like loading screens, pleasant icons, or celebratory copy. However in a product used day by day by a whole bunch of 1000’s of entrepreneurs, these moments add up.
“We designed the mascot to convey emotion into the expertise,” Karolina says, “but it surely rapidly took on a lifetime of its personal. Now it’s on our workplace partitions, in our product, even on social media — it simply caught, and we wouldn’t have it every other approach.”
That’s only one instance of how a lot everybody at Omnisend believes in what they do and takes satisfaction of their work.
So what’s Omnisend’s character like?
“Chill. The type of ‘boring’ everybody really needs.” That’s how Karolina describes Omnisend’s character, and it matches completely.
This type of boring comes from quiet confidence — a product that doesn’t must shout, shock, or overwhelm. It simply works: predictably, easily, and with intention.
“We would like individuals to really feel that Omnisend is on their facet — easy, human, and quietly encouraging, even within the smallest moments,” Karolina says.
In the long run, that’s what “so good, it’s boring” actually means: each a part of the product is doing its job so seamlessly, you don’t even have to consider it.
Serious about becoming a member of Omnisend? Take a look at our open positions here and see how one can be a part of the workforce!
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