How can actively involving users in the interface design process not only lead to a more user-friendly product, but also foster a sense of ownership and loyalty towards the brand or product?

Actively involving users in the interface design process allows for direct feedback and insights from the end-users, leading to a product that is tailored to their needs and preferences. This user-centric approach creates a sense of ownership among users as they feel their input has been valued and incorporated into the final design. By engaging users in the design process, brands can build a loyal customer base who feel a connection to the product and are more likely to advocate for it among their peers.