From customer experience to product design: Reasons to introduce a holistic design approach

DS 87-4 Proceedings of the 21st International Conference on Engineering Design (ICED 17) Vol 4: Design Methods and Tools, Vancouver, Canada, 21-25.08.2017

Year: 2017
Editor: Anja Maier, Stanko Škec, Harrison Kim, Michael Kokkolaras, Josef Oehmen, Georges Fadel, Filippo Salustri, Mike Van der Loos
Author: Ceccacci, Silvia; Giraldi, Luca; Mengoni, Maura
Series: ICED
Institution: Universitŕ Politecnica delle Marche, Italy
Section: Design Methods and Tools
Page(s): 463-472
ISBN: 978-1-904670-92-6
ISSN: 2220-4342


In the recent years, the creation of a good Customer Experience has become one of means to help companies in competing in the arena of retail. This have led to a focus shift from product design to the customer services’ design and customer marketing with the aim to elicit a unique experience able to improve customer satisfaction, influence customer’s decision-making and foster repurchasing. In this context, the present paper investigates the close interplay between Customer Experience and User Experience and describes an experiment to give evidence of the effects of the customer journey on the user experience. It discusses the necessity of considering the whole Customer Experience in product/service design and proposes a new holistic approach centred on CX to support the design of all elements characterising the company’s offering.

Keywords: Experience design, Organisation of product development, User centred design


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