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
Part of the Management for Professionals book series (MANAGPROF)


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.


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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

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