Track 4.j Introduction
Experience Design – Method and Evaluation
In recent years, there has been a growing awareness of the human, social and economic benefits that experience design can bring to nations and organisations. Experience design is the process of enhancing users’ trust, satisfaction and recognition of a product, service and 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 and 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 and systems that could enable that experience. Experience design elements include information, navigation, engagement, entertainment and personalisation (adapted from Cheung 2016; Cheung 2020). Google Search, Google Maps and YouTube are illustrative of how intrinsic to our daily lives innovative experience designs have become. Tencent has its WeChat platform 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 experience systems did not exist in the pre-digital era and 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 user distrust of online purchases. The success of these companies stems from the experience design strategies that they use, in which users are reached and connected through multiple touchpoints and interactions relevant to their sociocultural contexts. Experience design changes the nature and environments of physical artefacts by integrating digital systems and resources with the physical world. It 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 the experience 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.
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