Abstract

Digital innovations in-store are often unnecessary, unintuitive and uncomfortable and mostly make use of personal data for one-way messaging instead of meaningful interpersonal interactions. Digital initiatives are also more focused on enhancing the shopping experience (even unsuccessfully) instead of building consumer-brand relationship through an emotional brand experience. This paper introduces a new design framework which envisions a way of using personal consumer data for the design and development of in-store digital brand touch points. The aim of the framework is to improve consumers’ in-store digital experience and their emotional connections with the brand. The foundational model for our framework is the Design for Emotion model developed by Pieter Desmet (2002). The model is used in a retail and branding context, and adapted to leverage the opportunities of personal consumer data in personalization strategies.

Keywords:

technology, data-driven design, design for emotions, personalization

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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Jun 25th, 12:00 AM

Matching Data and Emotions for Designing Personalized Digital Experiences

Digital innovations in-store are often unnecessary, unintuitive and uncomfortable and mostly make use of personal data for one-way messaging instead of meaningful interpersonal interactions. Digital initiatives are also more focused on enhancing the shopping experience (even unsuccessfully) instead of building consumer-brand relationship through an emotional brand experience. This paper introduces a new design framework which envisions a way of using personal consumer data for the design and development of in-store digital brand touch points. The aim of the framework is to improve consumers’ in-store digital experience and their emotional connections with the brand. The foundational model for our framework is the Design for Emotion model developed by Pieter Desmet (2002). The model is used in a retail and branding context, and adapted to leverage the opportunities of personal consumer data in personalization strategies.

 

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