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
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (9 chapters)
About this book
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.
- Semantic proximity and euclidian distance
- Implicit codes and brand-driven UX
- UX design strategy
- Integrating brand strategy with UX
- Signals & empirical knowledge
- Psychological needs of end-users
- UX design optimization
Authors and Affiliations
COBE GmbH, München, Germany
Felix van de Sand, Pamela Zotz, Katharina Holl
Technische Hochschule Ingolstadt, Ingolstadt, Germany
Anna-Katharina Frison, Andreas Riener
About the authors
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.
Book Title: User Experience Is Brand Experience
Book Subtitle: The Psychology Behind Successful Digital Products and Services
Authors: Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl
Series Title: Management for Professionals
Publisher: Springer Cham
Copyright Information: Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-29867-8Published: 21 November 2019
Softcover ISBN: 978-3-030-29870-8Published: 21 November 2020
eBook ISBN: 978-3-030-29868-5Published: 12 November 2019
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: XXII, 171
Number of Illustrations: 1 b/w illustrations, 58 illustrations in colour
Additional Information: Original German edition published by Springer Fachmedien Wiesbaden GmbH, Wiesenbaden, Germany, 2017