Do you take pride in wearing Nike shoes, Nike shorts, Nike this, Nike that, Nike everything?
Do you think what your friends would think if you buy that smartwatch?
Do you want to click the picture of a new cafe that you discovered and share it with the world?
The reflective level of design deals with the rationalization and intellectualization of a product. You start wondering about these questions. Can I tell a story about it? Does it appeal to my self-image, to my pride?
Apple’s first version of the smartwatch was riddled with functional problems and usability issues, but still, it generated second-largest worldwide revenue in the watch industry within the first year of selling it! Why? Because people believed they would gain other, non-functional benefits from it — “What will my friends think when they see me wearing this watch?”
The reflective level refers to the user’s reflections about the product, both before, during, and after use.