TY - CHAP AB - 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. VL - 23 SN - 978-1-78190-016-1, 978-1-78190-017-8/1474-7979 DO - 10.1108/S1474-7979(2012)0000023009 UR - https://doi.org/10.1108/S1474-7979(2012)0000023009 AU - Beltagui Ahmad AU - Candi Marina AU - Riedel Johann C.K.H. ED - K. Scott Swan ED - Shaoming Zou PY - 2012 Y1 - 2012/01/01 TI - Design in the Experience Economy: Using Emotional Design for Service Innovation T2 - Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing T3 - Advances in International Marketing PB - Emerald Group Publishing Limited SP - 111 EP - 135 Y2 - 2024/03/29 ER -