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Design in the Experience Economy: Using Emotional Design for Service Innovation

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing

ISBN: 978-1-78190-016-1, eISBN: 978-1-78190-017-8

ISSN: 1474-7979

Publication date: 21 August 2012

Abstract

This chapter explores the relationship between emotional design and customer experience. It begins with an introduction to the concept of emotional design, comprising behavioral, visceral, and reflective elements. Next, the nature of service experiences is examined, leading to a framework that classifies services according to their functional and experiential positions. Understanding customer goals allows this framework to be used to design customer experiences, in terms of the journey that customers take when consuming a service. The chapter then discusses the cognitive traits associated with designers and argues that they are well suited to understanding the customer journey and designing the prerequisites for the desired experience. Two different approaches to understanding and acting on customer requirements are explored – user centered and design driven.

Keywords

Citation

Beltagui, A., Candi, M. and Riedel, J.C.K.H. (2012), "Design in the Experience Economy: Using Emotional Design for Service Innovation", Swan, K.S. and Zou, S. (Ed.) Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing (Advances in International Marketing, Vol. 23), Emerald Group Publishing Limited, Bingley, pp. 111-135. https://doi.org/10.1108/S1474-7979(2012)0000023009

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited