User Experience Is Brand Experience: The Psychology Behind Successful Digital Products and Services (Management for Professionals) - Softcover

Buch 196 von 339: Management for Professionals

Van De Sand, Felix; Frison, Anna-Katharina; Zotz, Pamela; Riener, Andreas; Holl, Katharina

 
9783030298708: User Experience Is Brand Experience: The Psychology Behind Successful Digital Products and Services (Management for Professionals)
Softcover
ISBN 10: 3030298701 ISBN 13: 9783030298708
Verlag: Springer, 2020

Inhaltsangabe

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.



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Über die Autorin bzw. 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. 



Von der hinteren Coverseite

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.

 


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Verlag
Springer
Erscheinungsdatum
2020
Sprache
Englisch
ISBN 10 
3030298701
ISBN 13 
9783030298708
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
196
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Deutschland

Weitere beliebte Ausgaben desselben Titels

9783030298678: User Experience Is Brand Experience: The Psychology Behind Successful Digital Products and Services (Management for Professionals)

Vorgestellte Ausgabe

ISBN 10:  3030298671 ISBN 13:  9783030298678
Verlag: Springer, 2019
Hardcover