Customer Experience

(finished) Systematic design and evaluation of customer experience

Field of Study


User Experience, Customer Experience, User-Centered Design, Human Machine Interaction, Emotional Design


What does "driving pleasure" mean? How does the user experience a product? What does he expect from using and what does he remember? How can emotions be awakened? Creating positive experiences and emotions is increasingly becoming the focus of product development - not only for vehicles. Therefore, developers must understand the psychology of the user: his needs, motives and emotions.


The goal of this research project was to create a procedure for the systematic analysis, synthesis and evaluation of customer experiences through emotional design. The result is a web-based guideline to design experiences, systematically leading from analysis to evaluation of customer experiences.


A big challenge is to convey the intended customer experience from research to development stage. In conventional development processes, the goal planning is done by formulating technical requirements, neglecting the emotional aspects: the planned experience is often "diverged". A storytelling process now enriches requirements with stories making developers understand the targeted experience visually and emotionally.

The approach was applied and evaluated iteratively on a demonstrator, a vehicle interior. Test persons tested the developed concepts and user interfaces. The obtained findings underlined the importance of involving real inexperienced users. A patent pending concept of "heartbeat" addresses the problem of missing feedback about the condition in electric vehicles - you cannot hear or feel an engine. The developed interface element gives multimodal feedback in a "human" way and integrates various driving functions.

As a result, an interactive web-based guideline, leading developers through the process of design experience. The user chooses his goal or his role to display process components and methods only relevant for him. Short, descriptive methods profiles including examples motivate for application.

Project Term

January 2011 to December 2013