How to Build a Product That Resonates Deeply with Users: A Value‑Driven Design Framework

Introduction

People feel close, pleasant, even excited when a product connects with them. From a product design perspective, this article shares methods for creating products that deeply resonate with users.

Trend and Value Generation

The changing trend of any matter results from the collision of various forces. A product must provide unique value to users. Value creation can be seen as forming an image in the user's mind, similar to brand VI but extending beyond visual aspects to multiple dimensions that shape user experience and ultimately brand value.

Defining the "Personality" of the Brand

Brand value can be understood as a "personality". The American Psychological Association defines personality as a set of unique psychological traits that influence behavior across situations and time. A product’s personality influences users' feelings, thoughts, processing, and outcomes. When a brand feels like a person, users become more attached.

Three‑Layer Value System

Based on research in a recruitment project for blue‑collar workers, we identified basic user needs (authentic job information) and premium needs (higher‑quality positions). From these insights we built a value system with three layers: product value, user value, and brand value.

Product Value: Deliver authentic content such as real salary, work environment, and responsibilities.

User Value: User value = product value – usage cost. Reducing the cost of choosing a job (e.g., by providing trustworthy information) raises user value.

Brand Value: Formed through the cumulative impact of multiple experience dimensions and sustained user satisfaction.

Dissecting User Perception and Cognition

We ask: What should the brand say? What should it say at each stage of value formation? What do users want versus what they actually perceive? What do users need now and what are they bad at?

Four perception dimensions emerged: product experience, functional experience, copy experience, and interface experience. Each dimension links to user cognition of "realness".

Experience Strategy: Building Valuable Connections

With the value system defined, we connect value to users by delivering authenticity. Examples include redesigning the homepage to highlight "Daily Selection" for high‑quality jobs, and adding "安心投" (安心投) services such as job insurance, privacy protection, and do‑not‑disturb guarantees to reduce user anxiety.

These service guarantees are presented at key touchpoints (pre‑application, during application, post‑application) to enhance trust and lower perceived risk.

Conclusion

Building a brand image is akin to making friends with users; the brand’s personality (value) is gradually discovered and appreciated, fostering a strong, trust‑based relationship. Continuous optimization of product quality, user value, and experience ensures a lasting, deeply‑engaging product.