Think: What do I know or understand
Feel: What emotions will it bring up?
Do: What action will I take?
- Think: Jump!
- Feel: Trepidation
- Do: Jump/buy Nike stuff
Doesn’t matter who your stakeholders are, and how many different perspectives they have, they can get on the same page with think/feel/do.
Tizzy works at Expedia
- They redesigned their homepage using think/feel/do
- Asked users what they think/feel/do when planning trips.
- They said they thought…
- I don’t know where to start.
- I just want the best deal.
- Travel planning is so much work.
- They said they felt…
- When they went to the Expedia site, the action they took was search, regardless of how many options were on the homepage.
- But users said they felt excited about travel in general – it’s personal, fun, inspiring. How can they make the homepage reflect that?
- They wanted the page to reflect:
- Thinking “Planning my trip is easy and fun”
- Feeling excited and inspired
- Action: booking the trip
As communicators, we can help people to understand what the users are feeling. Then they can prioritize a page based on what users feel and need.
However, it’s not always clear what we want the users to do – or what users are actually doing. Creating a think/feel/do for what the user is actually thinking/feeling doing, and another for what we want them to think/feel/do. Then look for ways to merge the two.
- If stakeholders are asking for features that don’t align with the think/feel/do then reconsider the goals. Maybe they’ve changed.
- Recreating the think/feel/do may show that priorities have shifted.
- Usability test! Find out what users are actually thinking, feeling, and doing.
In summation, think/feel do is valuable because:
- It makes content strategy accessible to everyone
- It encourages empathy
- It can be done multiple times as goals change
- It gets everyone speaking the same language
- It’s a solution everyone owns