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Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer’s interacts with of brand’s products and related touchpoints, the customer form an idea about the brand. This is how a brand experience is 9constructed in the mind of the customer. Understanding how customers perceive and respond to certain products along the experience, helps designers to better align product design with brand value, in order to guarantee a consistent brand experience. While current literature provide in deep research into customer–brand and customer-product interaction, there is a distinct lack of any substantive assessment of how customer´s interaction with branded product impact on the brand experience. To do so, this paper presents a operational hypothesis to comprehend customer responses to certain branded product. The framework combines general brand experience assessment scales and product cantered experience approaches. [ABSTRACT FROM AUTHOR]

Insurance companies are in the midst of massive disruptive change occurring as a result of new consumption models and technologies. Companies unable to keep up with the rapid pace of change run the risk of disappearing. Service Design has become an essential practice for firms competing in experience-centred sectors. However, Service Design is not only limited to improving customer experience: it has also been proposed as an enabler for strategic and organisational change. This paper presents a case study in which Service Design was applied to foster transformative strategy and processes in an insurance company. The experiment has shown that Service Design can help companies to identify new business opportunities, as well as assisting organisational transformations. The findings in this paper show that by adopting Design-led approaches, firms can achieve faster and more flexible New Service Development processes able to significantly reduce time to market. [ABSTRACT FROM AUTHOR]

More and more companies are adding emotional features into the development process of their financial offer, developing new products and services based on the emotional motivations of users. However, the subjectivity of the experience and the complexity of its variables has become one of the biggest challenges for businesses today. In recent years many tools have been created in order to explore the user’s emotional perception, but there are still shortcomings. Experience design professionals have pointed out the need for further assessment work and in this paper the biometric-based multimethod tools are reviewed. Within this type, one of the most focused experience evaluation tool is analyzed: the Eyeface. A tool that consists of two devices, the Eye-tracking and Facereader. The research work concludes that the biometric-based multimethod tools will be the key element to face the ultimate integration of the emotional approach into the business world in the near future. [ABSTRACT FROM AUTHOR]

Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer’s interacts with of brand’s products and related touchpoints, the customer form an idea about the brand. This is how a brand experience is 9constructed in the mind of the customer. Understanding how customers perceive and respond to certain products along the experience, helps designers to better align product design with brand value, in order to guarantee a consistent brand experience. While current literature provide in deep research into customer–brand and customer-product interaction, there is a distinct lack of any substantive assessment of how customer´s interaction with branded product impact on the brand experience. To do so, this paper presents a operational hypothesis to comprehend customer responses to certain branded product. The framework combines general brand experience assessment scales and product cantered experience approaches. [ABSTRACT FROM AUTHOR]

Insurance companies are in the midst of massive disruptive change occurring as a result of new consumption models and technologies. Companies unable to keep up with the rapid pace of change run the risk of disappearing. Service Design has become an essential practice for firms competing in experience-centred sectors. However, Service Design is not only limited to improving customer experience: it has also been proposed as an enabler for strategic and organisational change. This paper presents a case study in which Service Design was applied to foster transformative strategy and processes in an insurance company. The experiment has shown that Service Design can help companies to identify new business opportunities, as well as assisting organisational transformations. The findings in this paper show that by adopting Design-led approaches, firms can achieve faster and more flexible New Service Development processes able to significantly reduce time to market. [ABSTRACT FROM AUTHOR]

More and more companies are adding emotional features into the development process of their financial offer, developing new products and services based on the emotional motivations of users. However, the subjectivity of the experience and the complexity of its variables has become one of the biggest challenges for businesses today. In recent years many tools have been created in order to explore the user’s emotional perception, but there are still shortcomings. Experience design professionals have pointed out the need for further assessment work and in this paper the biometric-based multimethod tools are reviewed. Within this type, one of the most focused experience evaluation tool is analyzed: the Eyeface. A tool that consists of two devices, the Eye-tracking and Facereader. The research work concludes that the biometric-based multimethod tools will be the key element to face the ultimate integration of the emotional approach into the business world in the near future. [ABSTRACT FROM AUTHOR]