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User Experience Is Brand Experience (eBook)

The Psychology Behind Successful Digital Products and Services

Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl (Autoren)

eBook Download: PDF

2019 | 1st ed. 2020
XXII, 171 Seiten
Springer International Publishing (Verlag)
978-3-030-29868-5 (ISBN)

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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.

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.

Erscheint lt. Verlag	12.11.2019
Reihe/Serie	Management for Professionals
Zusatzinfo	XXII, 171 p. 59 illus., 58 illus. in color.
Sprache	englisch
Original-Titel	User Experience Identity
Themenwelt	Geisteswissenschaften
	Mathematik / Informatik ► Informatik ► Grafik / Design
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Implicit codes and brand-driven UX • Integrating brand strategy with UX • Psychological needs of end-users • Semantic proximity and euclidian distance • Signals & empirical knowledge • UX design optimization • UX design strategy
ISBN-10	3-030-29868-X / 303029868X
ISBN-13	978-3-030-29868-5 / 9783030298685

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Buch | Hardcover

74,89 €