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

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User Experience Is Brand Experience

Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

Regarding the definition of user experience, products cannot simply be regarded as isolated items, which users experience only by actively using them: As user experience can occur before, during, and after use, customer experience and brand perception are important factors, which need to be considered holistically.

For optimizing user experience, designers have to define goals. While it is self-evident and generally expected that pragmatic aspects like functionality, usability, and user performance are taken into account, hedonic aspects have to be considered too: By defining goals based on the individual brand promise, products have their own identity following the personal values of the audience. By this, the hedonic quality of identification and stimulation can be achieved in all touchpoints of an experience (client support, advertisement, user interface design, interaction design, among others). Consequently, it is not possible to separate the disciplines of user experience (UX), customer experience (CX), and brand experience (BX).

This chapter describes the theory of user experience and explains interrelationships between the co-disciplines of customer experience and brand experience, e.g., by involving the formal definition of user experience, brand experience, and customer experience, relevant scientific theories, as well as practical knowledge. These insights will provide the interested reader with valuable knowledge about what aspects they have to take into account when designing products for enjoyable experiences.

Moreover, this chapter will provide an overview of technology-driven trends and give guidance on how to design these new touchpoints in order to create a holistic user-driven and brand-driven experience. Voice interfaces, smart objects, and the Internet of Things (IoT), as well as the intersections of virtual reality (VR) and augmented reality (AR), have to be regarded specifically with their very own characteristics in order to apply and design them in the best possible way.

This chapter was written by Anna-Katharina Frison and Pamela Zotz.

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Notes

  1. 1.

    https://www.allaboutux.org/

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Authors and Affiliations

  1. COBE GmbH, München, Bayern, Germany

    Felix van de Sand, Pamela Zotz & Katharina Holl

  2. Technische Hochschule Ingolstadt, Ingolstadt, Bayern, Germany

    Anna-Katharina Frison & Andreas Riener

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  1. Felix van de Sand
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  2. Anna-Katharina Frison
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  3. Pamela Zotz
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  4. Andreas Riener
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  5. Katharina Holl
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van de Sand, F., Frison, AK., Zotz, P., Riener, A., Holl, K. (2020). The Intersection of User Experience (UX), Customer Experience (CX), and Brand Experience (BX). In: User Experience Is Brand Experience. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-29868-5_5

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