Applying the Think Feel Do framework in product design
This is a simple framework that I have found helpful in my work as a product designer. Similar to an empathy map, it brings the focus on the user and helps guide the design decisions towards what we expect or want the users to think, feel, and do upon interacting with the design. It’s a straightforward approach in scoping a new project, or to review existing design work.
Consider the following points as prompts for your design decisions.
🧠 THINK
What do you want users to think?
At a practical level, what should the user think when they see or interact with the design? This addresses the logical thought process that we expect the user to have. Are we giving them the information that they need? Are we clear with facts and details that support their task?
For example, if you want a user to think:
- I can achieve the task
e.g. “I can filter these jumpers by colour” — Ensure you provide functionality they need to get there. - I can get the information
e.g. “This hotel is close to the train station I’ll be arriving at” — Ensure the information is relevant to their needs. - I can find what I want
e.g. “I can immediately see the entry requirements for this course” — Ensure the clarity and information hierarchy is considered.
❤️ FEEL
How do you want users to feel?
This is more to do with the emotional response. Following on from the thought process above, ask yourself: is the design supporting the positive feeling we want them to have? This may be achieved in conjunction with the practical decisions.
For example, if you want a user to feel:
- Motivated
e.g. “I‘m just 100 steps away from my 10K goal today” — Show progression and achievements - Supported
e.g. “I’m glad I can talk to someone if I get stuck” — Make it easy to find the suitable help option - Excited
e.g. “I can’t wait to stay at this stunning hotel suite!” —Provide high-quality photography and details - Reassured
e.g. “I feel better seeing that other people have had a positive experience with this place” — Include social proof
👉 DO
What do you want users to do?
All the previous prompts should essentially lead to what action you expect the user will do.
Consider where the user is in their journey, and what the next best action is at that stage. In other words, what is the primary and secondary actions we want them to take? For example:
- Buy now
- Sign up
- Send an enquiry
- Download app
- Get a quote
If it’s an ecommerce product page, that primary action is most likely the button to “Buy now”. The secondary actions could be “Save to a wishlist”.
So to get to these actions, you want to ensure your design helps the user get the relevant and accurate information they need (Think), and at the same time give them the confidence (Feel) to purchase the product (Do). You want to make sure that users can easily find and make the decision to take that action.
With this framework, I would actually recommend starting from the Do prompts and work backwards, so that when you think about your Think and Feel prompts, it’s clear what action you are trying to achieve, and how you can help the user get to that decision.
I hope you found this useful. Next time you start a new design project, try out the Think Feel Do framework to build empathy with your users, and see how you go!
