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4.j 1: Experience Design: Method and Evaluation
In recent years, there has been a growing awareness of the human, social and economic benefits that experience design (XD) can bring to nations and organisations. XD is the process of enhancing users’ trust, satisfaction and recognition of a product, service or system by improving the users’ perception of the innovativeness, aesthetics and relevance of the experience provided in the interaction between the users and the product, service or system’s design elements in a particular context. It takes the users’ cognitive and emotional experience as its starting point and focuses on developing products, services or systems that could enable that experience. XD design elements include information, navigation, engagement, entertainment and personalisation (adapted from Cheung, 2016). Google Search, Google Maps and YouTube illustrate how intrinsic to our daily lives innovative XD designs have become. Tencent has its WeChat platform, which is able to support location-based social plug-ins, allowing users to befriend and chat with nearby strangers through a simple shake of their smartphones. These types of XD systems did not exist in the pre-digital era, but are now the focus of creative design. Alibaba’s Tmall and Taobao implement technology-enabled forms of electronic payment security, product quality assurance and online dispute resolution to combat users’ distrust of online purchasing. The success of these companies stems from the XD strategies that they use, in which users are reached and connected through different touch-points relevant to their socio-cultural contexts. XD can redefine the functionality, meaning and value of products, services and systems, strategically transforming them into highly integrated ecosystems capable of enhancing the sustainability and humaneness of our social and economic environments, while offering industries a competitive edge. The sustainability of XD ecosystems also relies on involving the users in exchanging value in ways that are mutually beneficial socially, economically and technologically over time. For example, Amazon, eBay and Taobao provide user-friendly interfaces that have enabled their users to create a new wave of small businesses and services on their platforms.
Yet, as a relatively new area in the design field, XD requires further research into developing a more sophisticated methodological framework for guiding its processes, and at the same time creating evaluation criteria for measuring its outcomes in a more systematic and comprehensive manner. This track aims to provide a platform for design researchers and practitioners interested in XD to discuss its method and evaluation. We welcome the submission of conceptual, empirical and practice-oriented papers.
10:45am - 11:10am
Consumption experience on Tmall: a social semiotic multimodal analysis of interactive banner ads
1Xi'an Jiaoting - Liverpool University, China, People's Republic of; 2Griffith University, Australia
This article contributes to the methodology literature of experience design by analysing banner ads on Tmall with a synthesis of social semiotics, multimodal analysis, and interactivity which guides our analysis of consumer-oriented advertising in e-commerce. Departing from Tmall’s annual Double 11 Carnival, our analysis shows that the banner ads have been incorporated into a gamification design to encourage consumers to spend more and buy things they may not need even after the event has been completed. Our approach of analysing the ads on both the syntagmatic and paradigmatic dimensions is explicitly multimodal, taking the linguistic, visual and interactive resources (the tri-fold convergence) into consideration to study new phenomena in an e-selling environment. The approach of this study could be helpful to scholars and practitioners in the field of experience design, where multimodality and textual analysis of visual information is of great importance.
11:10am - 11:35am
Experience design at Starbucks: from global brand management to local spatial experiences
1Northumbria University, Newcastle Upon Tyne, United Kingdom; 2Heriot Watt University, Edinbrugh, United Kingdom
This study explores the question: Within the context of global brands management and the need for integrating local identities, how does Starbucks achieve global consistency and meaningfully localised experiences? Through a review of literature and a series of interviews with store designers, design managers and brand concept experts at Starbucks, we compiled the most commonly applied branding and design methods, with an emphasis on the locally relevant spatial experiences the global brand delivers. Moreover, we set out to classify our findings in a way that can assist other brand and experience design teams in overcoming shard challenges. Our findings focus on the management of the grounding brand concept, as well as operations and real estate teams. Through presenting some tools, manuals, guidelines and sample checklists, we suggest that store design teams in different locations can build strong, locally relevant spatial experiences that tie in successfully with the brand’s global principles.
11:35am - 12:00pm
Empathic Design as a Framework for Creating Meaningful Experiences
1Universidad Jorge Tadeo Lozano, Colombia; 2Pontificia Universidad Javeriana, Colombia
This paper introduces empathic design as a framework and a strategy that can be adopted by the emerging field of experience design (XD) to create meaningful experiences connected with people’s lives and needs. The paper presents the rationale behind the emergence of empathic design, the traits that characterize this approach to design, a collection of empathic design methods and practices, and a critical discussion of the limitations of empathy in design. Methodologically, this paper is based on a systematic literature review on empathic design, human-centered design, and empathy, which is synthesized and focused its application in experience design. Ultimately, this paper intends to contribute to the broader discussion of how traditional design practices are adapting and evolving to respond to new realities, and how new design paradigms are needed to address the very complex challenges that we face in the 21st century.
12:00pm - 12:25pm
Experience Design Applied to Research: An Exploratory Method of User-Centered Research
Pontifical Catholic University of Rio Grande do Sul - PUCRS, Brazil
An accurate understanding of users' needs is essential for the development of innovative products. This article presents an exploratory method of user centered research in the context of the design process of technological products, conceived from the demands of a large information technology company. The method is oriented - but not restricted - to the initial stages of the product development process, and uses low-resolution prototypes and simulations of interactions, allowing users to imagine themselves in a future context through fictitious environments and scenarios in the ambit of ideation. The method is effective in identifying the requirements of the experience related to the product’s usage and allows rapid iteration on existing assumptions and greater exploration of design concepts that emerge throughout the investigation.
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