User Experience Is Brand Experience

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Beschreibung

This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences.

Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications.

Über den Autor

Felix van de Sand holds a master's degree in industrial design from Bauhaus University Weimar (Germany) and worked for one of Europe's largest design agencies as a design strategist. He switched to the digital side when he co-founded the digital agency 'COBE' in 2012, where he is responsible for aligning the user experience of digital products with clients' brand positioning.

Anna-Katharina Frison is a UX researcher and doctoral candidate at Technische Hochschule Ingolstadt (Germany). Her research focus is user experience and user-centered design with particular interest in applications in automated driving and the intersection of brand and user experience.

Pamela Zotz is a design strategist and qualitative researcher at the UX agency COBE Munich (Germany) and responsible for the integration of brand values into digital products and user experiences. She studied design and product management in Salzburg (Austria) and Valencia (Spain), and finished her MBA at the Arkansas State University (USA).

Andreas Riener is a professor of human-machine interface and virtual reality at Technische Hochschule Ingolstadt (Germany) with co-appointment as a research professor for human factors and driving ergonomics at the Center of Automotive Research on Integrated Safety Systems and Measurement Area (CARISSMA). In addition, he heads the degree program on user experience design and leads the usability/UX design lab.

Zusammenfassung

Introduces a new UX identity scale and a validation method to analyze brand values

Provides a comprehensive introduction to the topics of user needs, value systems and UX

Combines academic research evidence of UX design with practical case studies

Inhaltsverzeichnis

The Battle of Attention.- The Role of Information Processing for Product Perception.- Unconscious Brand Messaging and Perception Beneath the Detection Threshold.- Human Needs and Values as Guideline for Brands and Their Products.- The Intersection of User Experience (UX), Customer Experience (CX) and Brand Experience (BX).- Conceptual Consumption - Why We Consume Based on Mental Concepts.- The User Experience Identity (UXi) Method.- UXi Validation - How to Evaluate if Brand Values Can Be Experienced by Users.- Summary and Recommendations for Action.

Details

Erscheinungsjahr:	2020
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	Management for Professionals
Inhalt:	xxii 171 S. 1 s/w Illustr. 58 farbige Illustr. 171 p. 59 illus. 58 illus. in color.
ISBN-13:	9783030298708
ISBN-10:	3030298701
Sprache:	Englisch
Ausstattung / Beilage:	Paperback
Einband:	Kartoniert / Broschiert
Autor:	de Sand, Felix van Frison, Anna-Katharina Holl, Katharina Riener, Andreas Zotz, Pamela
Auflage:	1st ed. 2020
Hersteller:	Springer International Publishing Springer International Publishing AG Management for Professionals
Maße:	235 x 155 x 11 mm
Von/Mit:	Felix van de Sand (u. a.)
Erscheinungsdatum:	21.11.2020
Gewicht:	0,306 kg

Artikel-ID: 119161236