User Experience Is Brand Experience

1. Front Matter

   Pages i-xxii

   PDF

2. The Battle for Attention

   • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

   Pages 1-16

3. The Role of Information Processing for Product Perception

   • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

   Pages 17-35

4. Unconscious Brand Messaging and Perception Beneath the Detection Threshold

   • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

   Pages 37-53

5. Human Needs and Values as Guideline for Brands and Their Products

   • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

   Pages 55-70

6. The Intersection of User Experience (UX), Customer Experience (CX), and Brand Experience (BX)

   • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

   Pages 71-93

7. Conceptual Consumption: Why We Consume Based on Mental Concepts

   • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

   Pages 95-112

8. The User Experience Identity (UXi) Method

   • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

   Pages 113-150

9. UXi Validation: How to Evaluate if Brand Values Can Be Experienced by Users

   • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

   Pages 151-166

10. Summary and Recommendations for Action

    • Felix van de Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener, Katharina Holl

    Pages 167-171

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

• COBE GmbH, München, Germany

  Felix van de Sand, Pamela Zotz, Katharina Holl

• Technische Hochschule Ingolstadt, Ingolstadt, Germany

  Anna-Katharina Frison, Andreas Riener

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.