The User Experience Identity (UXi) Method

  • Felix van de Sand
  • Anna-Katharina Frison
  • Pamela Zotz
  • Andreas Riener
  • Katharina Holl
Part of the Management for Professionals book series (MANAGPROF)


As soon as we interact with a digital product, we unconsciously perceive its appearance, its behavior, and its meaning. The story that we read from the nature of a product can be actively written using insights from psychology, neuroscience, and behavioral economics. This chapter illustrates how this can be achieved with the help of the UXi method. Three different mobile applications that have been designed with the help of this method serve as case studies. Based on a brand’s semantic map, the so-called empirical knowledge is first developed for the brand values. The empirical knowledge describes the memories that we associate with the corresponding value. From this, design elements (the so-called digital design codes) are derived. These encode their corresponding value on the basis of mental concepts. Finally, the guidelines that have been set up with the help of the UXi method will be presented as a tool to ensure that all digital products of a company tell the right story, trigger the values of a brand in every interaction, have a high-hedonic quality, and thus have great chances of success on the market.


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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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