Designing for emotional residue, rather than just functional outcomes, is becoming crucial as automation and AI change product development. Emotional residue—the lasting feelings users have after interacting with a product—can distinguish successful products in a market where functionality is increasingly commoditized. By prioritizing emotional quality and collaboration across teams, companies can create meaningful experiences that drive user loyalty and advocacy.

Canva utilizes Enterpret to effectively manage and analyze customer feedback from over 220 million users, enabling them to prioritize product development and enhance user experience. By automating insights and streamlining communication across teams, Canva aims to close the loop with their customers, ensuring their voices are heard in the product development process.