Designing for User and Brand Experience via Company-wide Experience Goals

Roto, Virpi; Lu, Yi‐Chen; Nieminen, Harri; Tutal, Erdem

doi:10.1145/2702613.2732818

Cited by 13 publications

(3 citation statements)

References 4 publications

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“…The landscape of marketing has transformed over the passage of time, and slowly but surely, researchers in the field are being nudged into new and uncharted territory. Material possessions are no longer the focal point of present-day consumers; instead, they are more captivated by memories, and many brands such as Apple, The Body Shop, Harley-Davidson, and Disney are positioning themselves to create sentimental experiences for their patrons (Huang, 2017;Mostafa & Kasamani, 2020;Roto et al, 2015). Brand experience in the field of marketing was first introduced in an editorial by Schmitt (1999), highlighting the evolution from functional features to marketing experiences.…”

Section: Brand Experiencementioning

confidence: 99%

Marketing’s Rediscovery of Empathy: Is Brand Experience the Answer to Eliciting Brand Love Cross-Culturally?

Ismail¹

2023

IJARBM

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The world of marketing has always claimed to emphasize the needs of humans; and yet, why does it currently lack a certain humanity? Modern advances have resulted in an industry saturated with advertisements and algorithms that prioritize profit, views, and clicks. While numbers can and have been extremely useful in progressing the field, they can only get us so far. The crux of this technological revolution in marketing is that it has left its landscape devoid of the human touch. The current research posits that as a brand, one should not simply focus on accruing revenue but on deepening the connection with consumers. This bond can be achieved by eliciting brand love through a phenomenon known as brand experiences, categorized into sensory, affective, intellectual, behavioral, and relational. The study collects empirical data and introduces a new component to the brand love scale known as cultural affirmation providing deeper insights within the international context of Maldives and Malaysia. As marketing is centered on understanding the needs of consumers, we as humans are still the only entities capable of the empathetic reasoning required to accomplish this to its deepest extent – a feat that has eluded even the most advanced of today’s technology.

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Section: Brand Experiencementioning

confidence: 99%

Marketing’s Rediscovery of Empathy: Is Brand Experience the Answer to Eliciting Brand Love Cross-Culturally?

Ismail¹

2023

IJARBM

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“…Accordingly, in this domain, UX has been interpreted explicitly as: "The way a person feels about using a product, service, or system in a work context, and how this shapes the image of oneself as a professional" [18]. So far, the main difficulty in adopting the UX-driven design approach in a technologydriven industry has been the fact that the technological skills in a company often dictate the design space [38]. Therefore, the core proposition in UX design, 'experience before product' [15, p. 63], has not been realized.…”

Section: Background Of the Study And Key Literaturementioning

confidence: 99%

A creative prototype illustrating the ambient user experience of an intelligent future factory

Kymäläinen

Kaasinen

Hakulinen

et al. 2017

AIS

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Abstract. This article introduces user experience research that has been carried out by evaluating a video-illustrated science fiction prototype with process control workers. Essentially, the prototype 'A remote operator's day in a future control center in 2025' was aimed at discovering opportunities for new interaction methods and ambient intelligence for the factories of the future. The theoretical objective was to carry out experience design research, which was based on explicit ambient user experience goals in the nominated industrial work context. This article describes the complete creative prototyping process, starting from the initial user research that included evaluations of current work practices, technological trend studies and co-design workshops, and concluding with user research that assessed the final design outcome, the science fiction prototype. The main contribution of the article is on the ambient user experience goals, the creation process of the video-illustrated science fiction prototype, and on the reflection of how the experience-driven prototype was evaluated in two research setups: as video sequences embedded in a Web survey, and as interviews carried out with expert process control workers. For the science fiction prototyping process, the contribution demonstrates how the method may employ video-illustration as a means for future-oriented user experience research, and how complementary user-centered methods may be used to validate the results.

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“…* Inherent qualities result from the spirit of a feature or a concept. Inherent qualities can also be related to a company identity or culture and could, therefore, highlight dimensions of brand experience (BX) [23]. In the specific case of Lyric, 'Smart' represents such a quality since the thermostat has initially been designed to be so.…”

Section: Classes Of Elementsmentioning

confidence: 99%

Bringing Worth Maps a Step Further: A Dedicated Online-Resource

Camara

Calvary

2017

Human-Computer Interaction – INTERACT 2017

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Worth Maps (WMs) are promising because they model interactive systems following different perspectives. Consequently, WMs support design in many ways. ARROW was introduced to provide designers with a systematic approach to worth mapping. However, the framework currently remains untested, which raises open questions about general applicability and relevance. In this work, we operationalize ARROW in additional design cases. With insights gained from the operational experience, we propose ARROWS (for ARROW-Support) as a refinement of the initial framework. ARROWS was assessed via a workshop with designers. Results highlight the need for appropriate resources supporting worth mapping. In order to fulfill this need, we have created and released a website providing designers with knowledge on ARROWS and WMs that follows a more practically oriented perspective.

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Designing for User and Brand Experience via Company-wide Experience Goals

Cited by 13 publications

References 4 publications

Marketing’s Rediscovery of Empathy: Is Brand Experience the Answer to Eliciting Brand Love Cross-Culturally?

Marketing’s Rediscovery of Empathy: Is Brand Experience the Answer to Eliciting Brand Love Cross-Culturally?

A creative prototype illustrating the ambient user experience of an intelligent future factory

Bringing Worth Maps a Step Further: A Dedicated Online-Resource

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