Incorporating Marketing Strategies to Improve Usability Assurance in User-Centered Design Processes

  • Iunia C. Borza
  • José A. MacíasEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9169)


Nowadays, international companies have been using different strategies in order to obtain more attractive products and get a higher impact on the market. But when referring to software products, it is necessary to keep in mind that such strategies are affected by specific quality criteria as usability. Usability and marketing can be combined to offer more attractive products. In fact, specific instances of marketing technics have been gradually adopted by software engineers to improve usability. All in all, there is a lack of systematic approaches dealing with the integration of both marketing and usability through activities in a user-centered development process. To face such challenge, in this paper we have selected the most important marketing strategies to be integrated as activities in a user-centered process model. Activities were classified into Pre-Development, Development and Post-Development, and they have been sorted out depending on the marketing processes taking place before, during and after the development of a software product, respectively.


Usability User-centered process ISO 9241-210 Marketing 



This work has been supported by the funding project S2013/ICE-2715 granted by the Madrid Research Council.


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Escuela Politécnica SuperiorUniversidad Autónoma de MadridMadridSpain

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