What human-machine interfaces tell consumers about your brand

The consumer product graveyard is littered with devices that boasted great features but were overshadowed by a misalignment between consumer expectations and actual experience. In this article for Design News, Dave Gonsiorowski, Vice President and Chief Technology Officer, Lifestyle Solutions at Flex, discusses the importance of human-machine interfaces (HMI) in creating better user experiences that deliver emotional connections with customers. He explores the different approaches to HMI design that help shape a brand’s personality while addressing style, quality, and cost and also discusses how HMI is used to connect to four core consumer mental models, resulting in improved reviews and increased brand promotion:

• Ease of Use
• Quality to Cost
• Brand Personality
• Innovation

Learn more about these mental models and the different approaches to HMI