User Experience Is Brand Experience

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.

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.