Advertisement

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
Chapter
First Online:
  • 1.6k Downloads
Part of the Management for Professionals book series (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 is a preview of subscription content, log in to check access.

References

  1. Aagesen, P. T., & Heyer, C. (2016, May). Personality of interaction: Expressing brand personalities through interaction aesthetics. In Proceedings of the 2016 CHI conference on human factors in computing systems (pp. 3126–3130). New York: ACM.CrossRefGoogle Scholar
  2. Aaker, D., Stahl, F., & Stöckle, F. (2015). Marken erfolgreich gestalten: Die 20 wichtigsten Grundsätze der Markenführung. Wiesbaden: Springer.CrossRefGoogle Scholar
  3. Bardi, J. (2018). 5 Top augmented reality and virtual reality technology trends for 2019. Retrieved July 3, 2019, from https://www.marxentlabs.com/trends-augmented-reality-virtual-2019/
  4. Belk, R. W. (1988). Possessions and the extended self. The Journal of Consumer Research, 15(2), 139–168.CrossRefGoogle Scholar
  5. Biocca, F., & Delaney, B. (1995). Immersive virtual reality technology. In LEA’s communication series. Communication in the age of virtual reality (pp. 57–124). Lawrence Erlbaum Associates: Hillsdale, NJ.Google Scholar
  6. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.CrossRefGoogle Scholar
  7. Bruhn, M., & Hadwich, K. (2012). Customer experience: Forum dienstleistungsmanagement. Wiesbaden: Springer.CrossRefGoogle Scholar
  8. Cherian, E., & Pounder, J. (2017). Speakeasy. Retrieved July 3, 2019, from https://www.mindshareworld.com/sites/default/files/Speakeasy.pdf
  9. Cook, L. S., Bowen, D. E., Chase, R. B., Dasu, S., Stewart, D. M., & Tansik, D. A. (2002). Human issues in service design. Journal of Operations Management, 20, 159–174.CrossRefGoogle Scholar
  10. Desmet, P. M. (2012). Faces of product pleasure: 25 positive emotions in human-product interactions. International Journal of Design, 6(2), 1–29.Google Scholar
  11. Desmet, P., & Hekkert, P. (2007). Framework of product experience. International Journal of Design, 1(1), 57–66.Google Scholar
  12. Diefenbach, S., & Hassenzahl, M. (2017). Psychologie in der nutzerzentrierten Produktgestaltung: Mensch-Technik-Interaktion-Erlebnis. Berlin: Springer.CrossRefGoogle Scholar
  13. Esch, F.-R. (2014). Strategie und Technik der Markenführung (8th ed.). München: Vahlen.Google Scholar
  14. Eyal, N. (2017). Here’s how amazon’s Alexa hooks you. Retrieved July 3, 2019, from https://medium.com/behavior-design/heres-how-amazon-s-alexa-hooks-you-1b46ee9c92f6
  15. Gubbi, J., Buyya, R., Marusic, S., & Palaniswami, M. (2013). Internet of things (IoT): A vision, architectural elements, and future directions. Future Generations Computer Systems, 29(7), 1645–1660.CrossRefGoogle Scholar
  16. Hassenzahl, M. (2005). The thing and I: Understanding the relationship between user and product. In M. Blythe, A. Monk, C. Overbeeke, & P. Wright (Eds.), Funology: From usability to enjoyment (pp. 31–42). Dordrecht: Springer.Google Scholar
  17. Hassenzahl, M. (2006). Hedonic, emotional, and experiential perspectives on product quality. In Encyclopedia of human computer interaction (pp. 266–272). Hershey, PA: IGI Global.CrossRefGoogle Scholar
  18. Hassenzahl, M. (2008). User experience (UX): Towards an experiential perspective on product quality. In Proceedings of the 20th Conference on l’Interaction Homme-Machine (pp. 11–15). ACM.Google Scholar
  19. Hassenzahl, M., Burmester, M., & Koller, F. (2003). AttrakDiff: Ein Fragebogen zur Messung wahrgenommener hedonischer und pragmatischer Qualität. In G. Szwillus & J. Ziegler (Eds.), Mensch & Computer 2003 (pp. 187–196). Vieweg+ Teubner Verlag.Google Scholar
  20. Hassenzahl, M., Wiklund-Engblom, A., Bengs, A., Hägglund, S., & Diefenbach, S. (2015). Experience-oriented and product-oriented evaluation: Psychological need fulfillment, positive affect, and product perception. International Journal of Human-Computer Interaction, 31(8), 530–544.CrossRefGoogle Scholar
  21. International Organization for Standardization. (1998). Ergonomic requirements for office work with visual display terminals (VDTs) — Part 11: Guidance on usability (standard). Geneva: ISO.Google Scholar
  22. International Organization for Standardization. (2010). Ergonomics of human-system interaction - Part 210: Human-centred design for interactive systems (standard). Geneva: ISO.Google Scholar
  23. Jetter, H.-C. (2006). Die MCI im Wandel: User experience als die zentrale Herausforderung? In Mensch & computer (pp. 65–72).Google Scholar
  24. Jetter, C., & Gerken, J. (2007). A simplified model of user experience for practical application. In 2nd COST294-MAUSE (pp. 106–111).Google Scholar
  25. Jordan, P. W. (2002). Designing pleasurable products: An introduction to the new human factors. Boca Raton, FL: CRC Press.Google Scholar
  26. Jordan, P. W., & Macdonald, A. S. (1998). Pleasure and product semantics. In M. A. Hanson (Ed.), Contemporary ergonomics (pp. 264–268). London: Taylor & Francis.Google Scholar
  27. Jordan, P. W., & Persson, S. (2007). Exploring users’ product constructs: How people think about different types of product. CoDesign, 3(S1), 97–106.CrossRefGoogle Scholar
  28. Joschka, M. (2018). The three pillars of virtual reality? Investigating the roles of immersion, presence, and interactivity. In Proceedings of the 51th Hawaii International Conference on System Sciences (pp. 1407–1415). Hawaii.Google Scholar
  29. Karapanos, E. (2013). User experience over time. In Modeling users’ experiences with interactive systems (pp. 57–83). Berlin: Springer.CrossRefGoogle Scholar
  30. Karapanos, E., Wensveen, S., Friederichs, B., & Martens, J.-B. (2008). Do knobs have character?: Exploring diversity in users’ inferences. In CHI’08 Extended Abstracts on Human Factors in Computing Systems (pp. 2907–2912). ACM.Google Scholar
  31. Kipper, G., & Rampolla, J. (2012). Augmented reality: An emerging technologies guide to AR. Waltham, MA: Syngress.Google Scholar
  32. Klaus, P., & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research, 55(2), 227–246.CrossRefGoogle Scholar
  33. Kort, J., Vermeeren, A., & Fokker, J. E. (2007). Conceptualizing and measuring user experience. In Towards a UX manifesto (pp. 57–64).Google Scholar
  34. Kostin, K. B. (2018). Foresight of the global digital trends. Strategic Management, 23(1), 11019.Google Scholar
  35. Kujala, S., Roto, V., Väänänen-Vainio-Mattila, K., Karapanos, E., & Sinnelä, A. (2011). UX curve: A method for evaluating long-term user experience. Interacting with Computers, 23(5), 473–483.CrossRefGoogle Scholar
  36. Lachner, F., Naegelein, P., Kowalski, R., Spann, M., & Butz, A. (2016). Quantified UX: Towards a common organizational understanding of user experience. In Proceedings of the 9th Nordic conference on human-computer interaction (p. 56). ACM.Google Scholar
  37. Laugwitz, B., Held, T., & Schrepp, M. (2008). Construction and evaluation of a user experience questionnaire. In Symposium of the Austrian HCI and usability engineering group (pp. 63–76). Springer.Google Scholar
  38. Lavie, T., & Tractinsky, N. (2004). Assessing dimensions of perceived visual aesthetics of web sites. International Journal of Human-Computer Studies, 60(3), 269–298.CrossRefGoogle Scholar
  39. Law, E. L.-C., Roto, V., Hassenzahl, M., Vermeeren, A. P., & Kort, J. (2009). Understanding, scoping and defining user experience: A survey approach. In Proceedings of the SIGCHI conference on human factors in computing systems (pp. 719–728). ACM.Google Scholar
  40. Lee, P. (2018). Smart speakers – Growth at a discount. Deloitte Insights. Retrieved July 3, 2019, from https://www2.deloitte.com/insights/us/en/industry/technology/technology-media-and-telecom-predictions/smart-speaker-voice-computing.html
  41. Leeb, J. (2019). Julia Leeb – journalistic portrait. Retrieved July 3, 2019, from http://www.julialeeb.com/
  42. Lenz, E., Diefenbach, S., & Hassenzahl, M. (2013, September). Exploring relationships between interaction attributes and experience. In Proceedings of the 6th international conference on designing pleasurable products and interfaces (pp. 126–135). New York: ACM.CrossRefGoogle Scholar
  43. Leonhard, G. (2018). Technology vs. Humanity - Unsere Zukunft zwischen Mensch und Maschine. Munich: Verlag Franz Vahlen.Google Scholar
  44. Mahlke, S., & Thüring, M. (2007). Studying antecedents of emotional experiences in interactive contexts. In Proceedings of the SIGCHI conference on human factors in computing systems (pp. 915–918). ACM.Google Scholar
  45. Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370.CrossRefGoogle Scholar
  46. McCarthy, J., & Wright, P. (2004). Technology as experience. Interactions, 11(5), 42.  https://doi.org/10.1145/1015530.1015549.CrossRefGoogle Scholar
  47. Meschtscherjakov, A., Wilfinger, D., & Tscheligi, M. (2014). Mobile attachment causes and consequences for emotional bonding with mobile phones. In Proceedings of the 32nd annual ACM conference on human factors in computing systems (pp. 2317–2326). ACM.Google Scholar
  48. Mirnig, A.G., Meschtscherjakov, A., Wurhofer, D., Meneweger, T., & Tscheligi, M. (2015). A formal analysis of the ISO 9241-210 definition of user experience. In Proceedings of the 33rd annual ACM conference extended abstracts on human factors in computing systems (pp. 437–450). ACM.Google Scholar
  49. Morelli, N. (2002). Designing product/service systems: A methodological exploration. Design Issues, 18(2), 3–17.CrossRefGoogle Scholar
  50. Norman, D. A. (2004). Emotional design: Why we love (or hate) everyday things. New York: Basic Civitas Books.CrossRefGoogle Scholar
  51. Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. The Journal of the Academy of Marketing Science, 36(1), 83–96.CrossRefGoogle Scholar
  52. Pettersson, I., Lachner, F., Frison, A.-K., Riener, A., & Butz, A. (2018). A Bermuda Triangle? (pp. 1–16). New York: ACM Press.  https://doi.org/10.1145/3173574.3174035.CrossRefGoogle Scholar
  53. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97–105.Google Scholar
  54. Robier, J. (2015). Das einfache und emotionale Kauferlebnis: Mit Usability, User experience und customer experience anspruchsvolle Kunden gewinnen. Springer.Google Scholar
  55. Roto, V., Lu, Y., Nieminen, H., & Tutal, E. (2015). Designing for user and brand experience via company-wide experience goals. In Proceedings of the 33rd annual ACM conference extended abstracts on human factors in computing systems (pp. 2277–2282). ACM.Google Scholar
  56. Roto, V., & Rautava, M. (2008). User experience elements and brand promise. In International engagability & design conference, in conjunction with NordiCHI (Vol. 8).Google Scholar
  57. Roto, V., Väätäjä, H., Law, E., & Powers, R. (2016). Experience design for multiple customer touchpoints. In Proceedings of the 9th Nordic conference on human-computer interaction (p. 146). ACM.Google Scholar
  58. Roto, V., Wiberg, M., & Sarkola, S. (2018, September). Branded online interaction aesthetics: Strengthening brand image via dynamic design. In Proceedings of the 10th Nordic conference on human-computer interaction (pp. 385–396). New York: ACM.CrossRefGoogle Scholar
  59. Spatial. (2019). Retrieved July 3, 2019, from https://spatial.is/
  60. Springwise Editorial Team. (2018). Internet of things innovation report 2018. Deloitte. Retrieved July 3, 2019, from https://www2.deloitte.com/content/dam/Deloitte/de/Documents/Innovation/Internet-of-Things-Innovation-Report-2018-Deloitte.pdf
  61. Steen, M., Manschot, M., & De Koning, N. (2011). Benefits of co-design in service design projects. International Journal of Design, 5(2), 53–60.Google Scholar
  62. Steiner, M., Kindsmüller, M.C., & Thomaschewski, J. (2017). Das Zusammenspiel von customer experience und user experience. Mensch Und computer 2017-usability professionals.Google Scholar
  63. Tuch, A. N., & Hornbæk, K. (2015). Does Herzberg’s notion of hygienes and motivators apply to user experience? ACM Transactions on Computer-Human Interaction (TOCHI), 22(4), 16.CrossRefGoogle Scholar
  64. Tuch, A. N., Trusell, R., & Hornbæk, K. (2013). Analyzing users’ narratives to understand experience with interactive products. In Proceedings of the SIGCHI conference on human factors in computing systems (pp. 2079–2088). ACM.Google Scholar
  65. Van de Sand, F. (2017). User experience identity: Mit Neuropsychologie digitale Produkte zu Markenbotschaftern machen. Springer.Google Scholar
  66. Wright, P., McCarthy, J., & Meekison, L. (2003). Making sense of experience. In M. Blythe, A. Monk, C. Overbeeke, & P. Wright (Eds.), Funology (pp. 43–53). London: Springer.CrossRefGoogle Scholar
  67. Yilmaz, R.M. (2018). Augmented reality trends in education between 2016 and 2017 years. In State of the art virtual reality and augmented reality knowhow (pp. 81–97). Intech Open. Retrieved July 3, 2019, from doi: https://doi.org/10.5772/intechopen.74943.Google Scholar
  68. Zotz, P., & Walcher, D. (2016). Service design development – looking at customer values, service dominant logic, product service systems, system thinking, co-creation, psychological ownership and the extended self (pp. 1–10). DE/RE/SA - Design Research Salzburg, Center for Co-Creation, Salzburg University of Applied Sciences.Google Scholar
  69. Zukunftsinstitut GmbH. (2018). Megatrend Konnektivität. In Megatrends (p. 35). Zukunftsinstitut GmbH.Google Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Felix van de Sand
    • 1
  • Anna-Katharina Frison
    • 2
  • Pamela Zotz
    • 1
  • Andreas Riener
    • 2
  • Katharina Holl
    • 1
  1. 1.COBE GmbHMünchenGermany
  2. 2.Technische Hochschule IngolstadtIngolstadtGermany

Personalised recommendations

Cite chapter

Buy options