LOVE & BREAKUP LETTER
WHAT IT IS:
Developed ﬁrst by Smart Design, a personal
letter is written to a product, service, or
company revealing what people desire, hate,
value, and expect from the objects or brands
in their everyday lives. This can serve as fuel
for starting to explore what areas should be
addressed through your design eﬀorts.
WHY IS IT VALUABLE:
• Great to use in a group
• People really open up when sharing their
feelings about abstract things like inanimate
objects or brands
• Forces people to relate emotions, pain
points, or needs with lived experiences
WHEN TO USE IT:
This is a great icebreaker or ﬁrst activity, as it
is often very funny and gets everyone in the
group sharing and listening.
EXAMPLE: When redesigning the consumer facing web portal for a telecommunications
company, we asked participants to write a love or break-up letter to their provider highlighting
the health of their relationship, the things that were going right and wrong, and what the steps
that the telecom needed to take to ﬁx or mend their relationship. This helped us to understand
in real language some of the key problems people were having with their service, and their
hopes for solutions to mend the relationship for the future (or not).
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